Today’s consumers prefer the new and dislike the old. Sales of a new car are generally very high in the first few months after it is launched, but as the excitement cools down, sales will tend to level off. Due to the large number of competing models in the automobile market , Models that can make new cars sell well for more than half a year are all car companies that do very good marketing. Therefore, to measure whether a car can survive in the car market, we generally look at the sales volume of new cars after half a year.
Today we will take a look at a heavyweight model in the off-road circle - BEIJING-X7. Why is it a heavyweight model? Because it is the first medium-sized SUV after BAIC Motor's rebranding, BEIJING Auto has exhausted all its technology and strength to build a new model, and was given high expectations, but the result did not make BEIJING Auto worry-free.
BAIC Motor’s car logo has always been ridiculed by netizens in the car circle as a “pig-nosed” car logo, and they all said it should be changed! Change it! On May 13, 2020, BAIC Motor released a press conference for a new logo. The new logo became "BEIJING". The meaning of BEIJING Automobile was also explained at the conference: the new logo is full of personality, and the 'B' is not sealed. , represents our open mind, and 'G' means no flicking, which means being straightforward and not beating around the bush. We hope to reflect the car owner's spiritual temperament of having a good mind and moving forward with determination.
Doesn’t the “BEIJING” car look perfect? Doesn’t it sound exciting? After the name change, will BEIJING Auto build cars that consumers will pay for? Everything is not so simple and easy.
BEIJING-X7 sales in October
BEIJING-X7, the first new car after the name change, also started pre-sale on May 13 and will be launched nationwide on June 24. According to sales Statistics show that BEIJING-X7 sales were 1,500 units in June, 3,100 units in July, 4,700 units in August, 4,700 units in September, 3,791 units in October, and 2,563 units in November.
BEIJING-X7 sales in November
BEIJING-X7 sells for 104,900 yuan to 146,900 yuan, and has four core selling points: pure technology, pure design, pure space, and pure safety. . At the beginning of the launch, BEIJING Auto was full of confidence and was promoted to the sky by major media. As a result, within half a year of its launch, the monthly sales of the new car did not exceed 5,000 units, and it has begun to show a downward trend.
In terms of appearance, the appearance of BEIJING-X7 comes from a concept car. The front face adopts an exaggerated large-mouth air intake grille. The "BEIJING" car's new logo is dazzling, and the sideways design of the same level The unique hidden smart sensor door handle gives people a noble feeling. There is no problem with appearance.
In terms of body size, the BEIJING-X7 has a length, width and height of 4710/1892/1715 (mm), and a wheelbase of 2800mm. The large wheelbase means there is a large interior space. Both the front and back rows can enjoy spacious and comfortable space. Even if a child seat is placed in the back row, it will not feel crowded. Space is the biggest advantage.
In terms of power, BEIJING-X7 is equipped with a 1.5T? GDI turbocharged engine with a maximum power of 138kW and a maximum torque of 275N·m, which is matched with a 6-speed manual gearbox or a 7-speed dual-clutch gearbox.
Although this kind of power system is not the best, it is still enough!
BEIJING-X7 is a new car that has been on the market for half a year. Whether it is appearance, technological configuration, or interior space, it fully meets the needs of Chinese consumers. Except for the slightly high price of the new car, why is the sales volume What about the decline now?
First of all, Beijing Automotive Times has a poor reputation for quality. After replacing the "BEIJING" car logo, it was difficult to gain the trust of consumers for a while, fearing that "the soup will not be changed without changing the medicine"; secondly, the BEIJING-X7 was not born. At that time, there were too many competing products, such as Changan CS75 PLUS, Auchan X7, Tiggo 8 PLUS, and Jietu X70, etc. After comparison, all advantages were lost; thirdly, the "BEIJING" car was still a new brand after the rebranding. It takes a long time to accumulate the brand, let alone be familiar with the BEIJING-X7 model.
Written at the end, it is a bit of a pity that the BEIJING-X7, the first new car after the rebranding, encountered "Waterloo" when it was launched on the market. However, this is the cause and effect planted in the early stage of BAIC Motor, and no one can change it. . As the best-selling car company of BAIC Group, BAIC New Energy Vehicles has seen monthly sales plummet since entering 2020; now the sales of fuel vehicle BEIJING-X7 have also begun to decline half a year after its launch. Has BEIJING Automobile brand reform failed again?
Everyone is welcome to leave a message in the comment area and express your views on BEIJING cars’ rebranding.
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.