"Luxury cars can be seen everywhere, but you can't bypass the GL8."
April 12, in the new generation Buick GL8? At the scene of the Avenir Avia family's "cloud appearance", SAIC-GM shouted such a slogan.
This new generation Buick GL8? Avenir Avia * * * launched three models with four seats, six seats and seven seats, with prices of 529,900 yuan, 465,900 yuan and 459,900 yuan respectively. Among them, the top is equipped with four exclusive seats, and there are two independent seats in the back row, with a length of GL8 and a touch-sensitive LCD screen. The space in the back row and the level of luxury technology can be imagined.
According to Gu, head of the marketing department of SAIC-GM Buick, Buick GL8 Avia's "cloud listing" received a good response, with simultaneous live broadcast on three platforms, namely, WeChat and Weibo, with the peak viewing times reaching 506, 5438+0, 48.7 and 3.84 million respectively.
For this new car, many new and old car owners and media editors had already expected it before the press conference, and many people paid the pre-sale money in advance. What is even more rare is that the new car has won a one-sided praise in the automotive media circle, which is really rare in the industry.
Behind the rave reviews, it may contain the disappointment that car owners have long called for Toyota Senna to be made in China, or it may be the frustration that can't be vented in the face of Erffa fare increase.
For Buick brand, the new generation Buick GL8? The arrival of Avenir Avia has many advantages: First, it will raise the price range of Buick brand above 500,000 yuan again, which will add points to its high-end strategy; Again; The second is to attack Japanese MPV and occupy the high-end MPV market below Erffa.
Buick even played an inspiring slogan for GL8, "Luxury cars are everywhere, but you can't bypass a GL8", full of pride and confidence.
In all fairness, this statement is correct, because Buick GL8 has the confidence to say so.
The development history of China MPV market is a chronicle of Buick GL8 to a great extent.
"As a' phenomenal' model in China MPV market, Buick GL8 has experienced more than 20 years of innovation and the evolution of five generations of products, accompanied by the turbulent economic development process in China." Gu said, "In a sense, GL8 is' defining a market with one model', a pioneer in MPV market and a leader in MPV market."
As early as 1999, Buick took the lead in launching Buick GL8, the first high-end official station wagon in China, which filled the gap in the domestic MPV market. At that time, almost every small business owner had a Chinese dream of receiving and welcoming customers with GL8. After 20 years of ups and downs, Buick GL8 has lived up to its mission, with sales exceeding 654.38+0.23 million, forming the "GL8 speed" of China MPV market.
In addition to the "GL8 speed", Buick also wrote a remarkable "GL8 phenomenon" for the MPV market.
In 20 17, the domestic MPV market began to decline due to the overall cold of the automobile market. In 20 18, the cumulative domestic MPV sales volume was 6.5438+0.38 million vehicles, down 20.2% year-on-year. However, Buick GL8 is growing against the trend. The cumulative sales volume in 20 18 years was14.810,000 vehicles, up by 2.6% year-on-year, and the market share reached 10.7%.
It is said that for every two MPVs worth more than 300,000 yuan sold in China market, one is GL8.
However, there is a saying in China that "the brave don't mention the courage of the year". Past achievements will eventually go with the wind, and new high-end will start again.
In fact, high-end is a fine tradition of Buick GL8. As early as 2005, Buick launched the GL8 official station wagon, becoming the first medium and high-end MPV in China, with the first fashion. 20 16 a new generation of GL8 and Buick Avenir sub-brand launch high-end models-a new generation of GL8? Avenir？ .
Since then, Buick GL8 is no longer limited to the commercial vehicle market, and has won the favor of more private users, further consolidating the title of hard currency suitable for home and business.
Now, for the new generation Buick GL8, high-end luxury is no longer a simple extension or configuration superposition, but a new way of playing.
For example, in order to highlight the "product strength" of four models in Li Zun, Buick GL8 invited four star experience officers to simulate the "serious (interesting)" car use scenes of many car owners.
In the live webcast, teacher Dahongni once again turned into "Su Daqiang" for a test drive, and after being picky, she repeatedly lamented "too comfortable"; Haoheng's little PINKRAY wanted to block the in-vehicle intelligent system, but was crushed by ruthless IQ; David Wang, the overbearing president, let himself fly freely in the car, which interpreted the double life of high-end people; Wei, the heroic former captain of the women's volleyball team, made full use of the advantages of long legs and showed the spacious space in the car.
The four content scenes with material and stalks deeply explain the four core selling points of the new GL8 four-seat exclusive edition-advanced feeling, comfort, large space and intelligence. ?
Among them, there are both luxurious first-class seats made by craftsmen and unique details of private yacht design. GL8？ Avenir Avia four-seat courtesy edition aims to create an extraordinary space experience for car owners through the ingenious combination of oriental culture and modern technology.
Of course, for the 6-seat and 7-seat models other than the top, Buick GL8 does not discount the product experience.
For example, the second row of seats in the 6-seat model adopts full coverage design; In order to make the sitting posture more comfortable, the width has increased by nearly 30%; The seat has an electric unlocking function of sliding back and forth; Even the third row is equipped with two independent VIP seats. The seat can be adjusted back and forth 160mm, and the maximum inclination angle of the chair back can be adjusted 146 degrees, which is close to the semi-recumbent posture.
As a brother version of the six-seat model, the new seven-seat model focuses more on solving the pain points of family cars.
The "2+2+3" seat layout supports the 6:4 division of the third row of seats, and the luggage capacity can be expanded from 52 1 liter to 1.650 liter, meeting the needs of more diversified travel scenarios. Coupled with the improvement of technology and comfort, even if the seven-seat version is increased by 1 10,000 yuan compared with the current 449,900 yuan, I think car owners will accept it with a smile.
Of course, the new GL8 also has exclusive dynamic concierge lights with full sense of honor, providing two modes, 19 light show combination and 2.5m Avenir silver wing welcome blanket, giving users enough sense of ceremony.
With the entry of the new Buick GL8 Avia, the Buick GL8 family has formed GL8 commercial vehicles and GL8? ES and GL8 Avia are three MPV family product lines with high and low collocation, covering the price range of 200,000-500,000 yuan.
Optimistically speaking, the initial formation of GL8 family products, from low-end to high-end, can form internal linkage to meet the needs of customer consumption upgrading in one stop.
Judging from the economic environment, the bleak overall market has not dampened people's pursuit of consumption upgrading. According to the latest sales data of the Federation, the mainstream joint venture brands decreased by 39% in March, while the independent brands decreased by 47%? The retail sales of luxury brands have only dropped by 20% compared with last year.
What's even more gratifying is that in the pessimism of "falling endlessly" in February and February, the trend of luxury brands stopping falling more strongly in March added a powerful footnote to the "consumption upgrade" of China automobile market.
It can be said that the admission time of the new Buick GL8 Avia has been stepped on the right step, and it is very likely to grab a larger high-end share faster and gain a foothold at the level of 500,000 yuan.
Wang Yongqing, general manager of SAIC-GM, also made relevant commitments at the scene, responding to questions raised by netizens such as "installing refrigerators and privacy barriers in the front and rear rows". It is foreseeable in the future that GL8 will continue to move towards higher prices and more luxurious positioning with the blessing of Avia brand.
It can be said that even if Toyota Senna is made in China, with the product positioning and market base of GL8, it will not be timid and defeated at all.
Gu revealed that in the blind ordering before the new car went on the market, the four-seat version of GL8 Avia accounted for more than half of all orders, followed by the six-seat version. It can be seen that there are indeed many consumers who are willing to pay for the "luxury" positioning of GL8 Avia.
According to the routing agency, the new Buick GL8 Avia may never be a replacement model like Erffa and Lexus LM, but it can enjoy the luxury experience of four big spaces at a fraction of the price of LM. For consumers, this is fragrant enough.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.