Since Highlander opened up the medium-sized SUV market segment, it seems that SUV manufacturers all over the world are "Zaranda's villains". So that every newly listed medium-sized SUV must be verbally hanged with "Highlander". However, these magic cars that "scared Highlander" disappeared in a short time. Where did they go?
TOP 1 Executioner of dimension reduction attack: Volkswagen Touran
The appearance of Volkswagen Tulang really made Highlander's market tremble, and it should be regarded as the strongest opponent to hang Highlander. Based on the Volkswagen MQB modular platform, it has a body of more than 5 meters and a wheelbase of 2.98 meters, which is larger than Q7, X5 and GLE positioned as large SUVs, and is equipped with 2.0T and 2.5T turbocharged engines.
In fact, Volkswagen Touareg is really sought after by the market, but with the passage of time, after the "disassembly experiment", negative information such as "empty engine box", "golf platform" and "inferior material" were reported one by one.
On the other hand, Highlander adopts the same platform as Lexus RX, with more mature platform technology, consistent internal and external materials, and more harmonious overall space and body ratio. Because of this, Volkswagen Touran gradually lost its brand advantage as strong as Highlander, and like other brands, it relied on terminal discounts in exchange for market sales.
Touran was officially listed on March 29th, 20th17th. By May of 20 18, the market preferential rate was as high as 65,000. By 20 19, the market preferential margin has reached about 75,000 yuan, and reached its peak in February 2020, with a total discount of 654.38+10,000 yuan.
On the other hand, from 20 18 to now, the current Highlander has been at the end of the product, and its new car and used car markets have maintained the attitude of "financial products", making Touran finally become a passerby shouting "Hang".
Volkswagen Touran's current sales: SUV sales ranked 29th (the discount remained above 65,000 in July).
Volkswagen Touareg has maintained a "suspended" posture for one year, and then it can only rely on large discounts to maintain sales. Nowadays, Volkswagen Touran is no longer bound to Highlander for marketing promotion.
Volkswagen Tulang's "rub index": ☆ ☆ ☆ ☆ ☆.
TOP2 structural attack hanger: Honda Crown Road
The listing of Honda Crown Road is a structural "hanger" for Highlander. With the same huge body, Honda threw out the concept of maximum legroom for the second row of seats, thus canceling the third row of seats. This statement was recognized by many public opinions at that time, and some even thought that Highlander's seven-seat design could only be used in an emergency.
Honda Crown Road has its own stubbornness. Even though the largest second-row space has been widely recognized by public opinion, the sales volume has not improved since12016 10 went on the market on October 29th. At first, I thought it was a hunger marketing that Honda made good use of, but until Honda Crown Road began to offer discounts on 20 18, there was still no sign of Highlander's substitution in the market. We found that its market recognition is really not as good as Highlander's.
The second row of seats in Honda Crown Road is not as comfortable as the second row of Highlander because the backrest cannot be adjusted. The extra legroom only satisfies the visual experience, but does not bring the same comfortable experience as Highlander, nor does it have the changeable and practical back row space of Highlander.
At the same time, it also touched some Chinese people's inner demands for the third row of space, so Honda Crown Road can only be said to have taken its own path and never had anything to do with Highlander again.
In July 2020, the highest discount rate of Honda Crown Road reached about 50,000, and its sales volume ranked 49th in SUV category.
Honda Crown Road "Rubbing Heat Index": ☆ ☆ ☆ ☆.
The oldest executioner in TOP3: Ford Sharp
Ford Sharp is the first medium-sized SUV bundled with Highlander, and it is also the most impressive car. Sharp not only hung Highlander for a long time, but with the listing of Volkswagen Tulang, Ford Sharp also pulled Tulang down from the altar by "disassembling the car". It can also be said that Sharp really hung up the Volkswagen Touareg.
In May of 20 15, the second generation of Sharp was listed in China, and the body data and power data were almost the same as those of Highlander, plus there were 7 seats to choose from. For a long time, the media naturally regarded it as the only competing product of Highlander.
Of course, Sharp is self-aware. In order to form a positioning team with Highlander, we have maintained preferential policies for terminals since listing.
However, with the overall decline of Ford brand in China, Sharp has also lost its brand support point, and practical problems such as high fuel consumption, battery power loss and maintenance cost exceeding BBA have gradually pushed Ford Sharp out of the mainstream SUV market, let alone hanging Highlander. Highlander has always kept a low profile in fuel consumption, maintenance and other car expenses, which has also been recognized by many users. At the brand level, Toyota's brand reputation has remained stable.
In July 2020, Sharp still did not withdraw from the market, and the market discount remained at around 70,000 yuan. Today's sales: SUV sales ranked 65,438+000.
Ford Sharp "Friction Index": ☆☆☆.
TOP4 latest hanger: Buick Angkewei banner
Buick once thought that its Angkor could compete with Highlander, but soon realized that it was not in the same position at all. Angkewei didn't even reach the top of the compact SUV. In 20 19, the larger Angkewei went on the market, and it was justified to hang Highlander, but it was further impacted by the market. It was difficult to break through 1000 vehicles in a few months.
As a latecomer, Angkor banner is still quite strong in hardware. Under the banner of "XT6, Angkor products on the same platform", the company challenged Highlander in a high-profile way, and the price was 60,000 yuan higher than that of Highlander to show the qualification of "Keng Highlander".
To some extent, Angkor 4981mm *1953 mm *1732 mm in body size, 2863mm in wheelbase, and 2.0T turbocharged engine with 9-speed gearbox are very suitable for tit-for-tat with Highlander.
The Buick brand itself has always given people the impression that it is somewhat similar to Toyota-in addition to the high cost of car use, comfort, home use and outstanding service are also Toyota's ways. However, because it belongs to SAIC-GM brand, Angkewei can only be integrated into Buick's "wolf tactics" strategy. I don't have time to elaborate on the real needs of Highlander people and exchange price leverage for the market. It seems to be "more affordable", but it directly deviates from the basic demands of Highlander people for product stability. After all, all the price reductions of new cars will double in the used car market and gradually drift away from Highlander circuit.
Angkewei has been listed for half a year, and the terminal discount has reached more than 70,000 yuan, which is equivalent to spitting out all the 60,000 yuan that was higher than Highlander's pricing at the beginning of listing, and recording it as 654.38+00,000 yuan. Even so, its sales volume is still very bleak: SUV sales ranking 126.
Angke Banner's "Rubbing Heat Index": ☆ ☆.
TOP5' s most difficult hanger: Jeep Commander
Before Angkor banner, the jeep commander once fantasized about killing Highlander. JEEP, as the big brother in the SUV industry, confidently launched a big commander who had kept Chinese people waiting for a long time. And the 5.7L engine is reduced to 2.0T engine, which makes the price closer to Highlander and even gives a more affordable price than Highlander. However, the jeep commander never threatened Highlander. Because JEEP doesn't understand how far it is from Highlander.
JEEP's reputation in China is its off-road capability and tough appearance. After the commander entered China, he actually asked Highlander for reference, which can only be said to be a complete marketing failure.
Not only that, although I never gave up "hanging Highlander" verbally, I never left my own 2.0T engine performance advantage in marketing communication, which is another classic case of deviating from Highlander crowd.
How can people who buy Highlander care how much horsepower your 2.0T engine is? Highlander's power saving and smoothness of transmission system are the most important links for such owners. Why do people who like to speed up buy a 7-seat SUV?
Since the launch of 20 18, JEEP commander has never left the word "bleak". The price is higher than the commander of Highlander's 50,000 yuan, and the market preferential rate is as high as120,000. You are not mistaken. The market price of the entry-level commander terminal is only 6.5438+0.5 million.
However, in exchange for such an exaggerated preferential margin, the only market sales volume is: SUV sales ranking 162.
Commander Gao's "heat index": ☆.
Bai concluded
In addition to the above-mentioned joint venture brands, almost all medium and large SUV independent brands will use "hanging Highlander" as the listing slogan.
Some of them have large space, some have high configuration, some have enough power, and some have beautiful designs. Even Geely directly targeted Highlander at the press conference. However, due to the great gap between the market crowd and Highlander, the user attributes are not in a latitude at all, so I won't go into details here.
The reason why Highlander can't surpass it so far is because Highlander has cultivated its own exclusive users. Whether it is stable quality, smooth power or balanced space, Highlander has gradually reached an understanding with China consumers. And those products that shout "Hang Highlander" are completely different from Highlander's car-making concept in their own positioning.
Just like iOS and Android systems, you can't say that all hangers are not good cars, but they all fall into the "Highlander trap". If we go our own way, we can completely open up a new market.
If you have to "hang" Highlander, finally hang iPhone with Android phone. No matter how hard you try, you can only play "Girl MengMeng Boxing".
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.