One of the most representative is SAIC-GM-Wuling, a slogan of "what people need, Wuling must make", which gives this brand an innate intimacy and grounding. From Wuling Hong Guang to Wuling masks, from Hong Guang MINI? From EV to Baojun E300, from stall car to snail powder, along the way, this brand has been sending a message, that is, take the people's line.
As a result, Wuling probably didn't even think that the grass-roots line was too solid, so when they wanted the brand to go up, the people clung to them.
At that time, Wuling and Baojun were the double-edged swords of SAIC-GM-Wuling. On the one hand, Wuling occupies the monopoly position of low-end facets in China, on the other hand, Baojun occupies the monopoly position of high-end facets and entry-level SUVs. Wuling Hong Guang and Baojun 730 not only occupy the top spot in MPV market all the year round, but Baojun 5 10 almost knocked Haval H6 off the horse. Wuling at that time was absolutely unstoppable.
However, as we all know, the brand will become stronger when it becomes bigger. On April 20 19, SAIC-GM-Wuling established the new Baojun brand. In addition to the brand-new Logo and brand-new design language, product positioning has also increased a lot, and it has begun to focus on the price of more than 65,438+10,000. The first new Baojun RS-5 is also really powerful. However, I still remember a view expressed when evaluating this car at that time, that is, the appearance of RS-5 is too personalized and does not have the potential of explosion, because personality means at least half of people don't like it.
As can be seen from the subsequent sales volume, the monthly sales volume of RS-5 has gone from nearly 10,000 units at the initial stage of listing to less than 1000 units now, which can be said to be worse than I expected.
Later, Xinbaojun launched two personalized models, the mid-level RC-6 and the MPV RM-5, and the results were equally cool. Mid-level car is the short board of China brand, not to mention the personalized design style. Although the market performance of RM-5 is slightly better, it indirectly affects the sales of Baojun 730. For Wuling, it can be said that the new Baojun did not hold up, and the sales of the old Baojun were also discounted, which was not worth the loss.
So when I was sweating for the new Baojun, the RC-5 went on the market, and there was also a travel version of the RC-5W model. I think this should be Xin Baojun's killer weapon this year.
Why do you say that? First of all, we must adhere to the brand upward line of Xinbaojun, even if it is treading on thin ice. However, the upward brand does not mean that the car price will go up. Excellent design and product strength are still cheap, which is the most important thing.
So we saw that the new Baojun RC-5 entered the market at a low price of 59,800 yuan, and the peak price was only 654,380+009,800 yuan, which seemed to open our minds. At the same time, there are also models with wide brain holes. RC-5 is not only a car with a sliding back, but also a travel version of RC-5W, which also takes the people-friendly route. I believe that with the price as the basis, it will be much easier for consumers to accept the younger design style.
Moreover, although RC-5 still adopts the "star geometry" design language of Xinbaojun, the overall design is obviously much more mature, more attractive and even more masculine. After the defeat of compact SUV and medium-sized car, Xinbaojun finally filled the vacancy in the compact car market with RC-5. After all, the base of this market is larger than the SUV market. If the compact car market can't take it, Xinbaojun can really sell high-end snail powder.
With successful design and configuration, consumers at this level pay special attention to it. Therefore, the 10.25-inch central control touch screen is standard, and the car-mounted system with navigation, Bluetooth phone, WeChat, voice recognition and OTA upgrade, as long as 59,800, is all taken home. At the same time, on the top model, Xinbaojun RC-5 is also equipped with L2-level autopilot assistance system, so it is very reliable to test the performance of this system on RS-5 in person.
Although power is not the main configuration at this price, the power combination of 1.5L self-priming, 1.5T turbine engine with 6-speed manual and analog 8-speed CVT can completely let consumers choose as needed, without the trouble of dual-clutch gearbox.
Combined with the above selling points, Xinbaojun RC-5 has absorbed the experience and lessons of its predecessors, and also continued to carry forward the spirit of Wuling's on-demand car building. It can be said that Xinbaojun has done everything he can think of, and whether it can become an explosion next depends on whether consumers buy it or not. At least for me, you dare to launch a station wagon at this juncture. Such an enterprise cannot let it sell snail powder.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.