On the last day of 5,438+00 in June, 2020, the brand-new MPV-the hope of Roewe's village turning over-Roewe iMAX8 was announced for listing, with a guide price of188,800 ~ 253,800 yuan, which is undoubtedly a shocking figure.

At the press conference, I would like to see that Roewe's brand marketing, although continuing to build the "national tide brand" before, has been weakened a lot compared with the past, closer to technology and product strength, and began to show more strength and confidence from independent brands.

How many years have you not seen Roewe who dares to play the concept of scientific luxury and dare to speak by product strength?

The concept of national tide has been a bit rampant.

Since 2065438+2008, the concept of "national tide" and its affiliated products have been constantly refreshed, which has become a phenomenal topic in China's consumer market. Old brands such as Li Ning, White Rabbit, Master Kong and LU ZHOU LAO JIAO CO.,LTD, as well as endless new brands, have provided countless innovative marketing cases, and many automobile brands have invested in this national concept carnival with great fanfare.

Roewe is a typical example, and even regards "national tide" as the core force point of brand rejuvenation strategic transformation. Its slogan is: "I am the national tide, I am Roewe."

Roewe RX5? PLUS brought the first new lion model "New National Tide Intelligent Networked SUV", and the Roewe iMAX8 just listed was called "National Tide MPV customized for new winners with love, prospect and yearning", plus other national leaders, Zhongchao T77 and Zhongchao XXX. For a time, all the cars were national trends.

Marketing is to be different. For example, Li Ning's rebirth at the beginning was because it broke everyone's aesthetic prejudice against China manufacturing and China design with the concept of national tide. Around the Forbidden City, let us know that there are more grounded ways to play in primitive culture ... but the essence of marketing is not to follow, but to innovate, brother.

Lu once played "Migrant Workers' Bag", and everyone would say that "big brands have the power to turn decay into magic", but on other days, other designers still honestly studied the basic work taught in clothing professional courses such as design, culture, color matching, materials and tailoring.

There is nothing wrong with the concept of "national tide", but "forcing the national tide for the sake of national tide", abusing the concept of "national tide" and ignoring the lining for the sake of face, just like China's traditional martial arts, the posture is getting better and better, and the appreciation is getting better and better. But these old boxers who can beat their apprentices three to five meters away must not understand why young people now like to watch UFC.

Yang Xiaodong, general manager of SAIC passenger cars, bluntly said that GL8 is the strongest commercial MPV on the market at present, and Roewe iMAX8 should be the strongest MPV for both commercial vehicles and households, not only in China but also in the world.

The market environment does not have much preference for MPV owned by independent brands, which is quite different from the fiery SUV market. In the eyes of many people, except Buick GL8 for business, other MPVs are vans, especially independent brands.

At present, the self-owned brand MPV with sales of more than 5,000 units in the market is basically hovering in the price range of about 65,438+10,000, not to mention Wuling Hong Guang. The guide price of 7293 Baojun 730 sold in September was 60,800 ~ 65,438+008,800 yuan, and the guide price of 6366 Dongfeng Fengxing Lingzhi sold was 59,900 ~ 99,900 yuan, a difference of 565,500 yuan.

The pattern of high-end Erffa, mid-end GL8 and low-end Wuling Hong Guang has not changed for many years. Roewe iMAX8 is eyeing the business travel market previously occupied by joint venture cars, so it has to use its housekeeping skills as Toyota built Lexus in the past.

The design was naturally handed over to Shao Jingfeng's team. "Digital Rhythm" family-style design is Roewe's safety card. The products are young, the body lines are neat and clean, and the foundation is good. Brother Hu said yes.

In terms of parameters, as the first mass-produced model of SIGMA SAIC's global modular intelligent architecture, Roewe iMAX8 has a body length, width and height of 5016/1909/1782 mm and a wheelbase of 3000mm, which is not superior to Buick GL8 land business class. So, who gave it the courage to challenge Buick GL8? , Fish Leong?

Roewe iMAX8, whose size is between Buick GL8 and Honda Odyssey, has two excellent hard indicators.

One is configuration.

Compared with Buick GL8, Roewe iMAX8 has more advantages in width. Considering the characteristics of commercial MPV, putting more energy into the construction of the second row of seats can be regarded as fostering strengths and avoiding weaknesses.

Interior design is as luxurious as exterior design. The second row of seats is called "Magic Sofa", which has a 10-layer composite structure that perfectly fits the human body curve, 8 massage, heating and ventilation airbags, and the ultra-wide air headrest with sleep level can be adjusted in 6 directions, so that you can enjoy the happiness brought by a "mobile massage" at any time.

There is also a "magic wand" mobile center console that can be controlled by voice, with all-electric automatic lifting wand magic block and cold and hot double exorcism block. I think the engineer who does this function must have flown in the first class of China Eastern Airlines for a long time, and he is very experienced in the services provided by flight attendants.

In addition to the minimum equipment, Roewe iMAX8 provides bilateral electric side sliding doors, which is much more sincere than Buick GL8, which only provides middle and high parts of electric side sliding doors.

Zebra Zhixing's Venus system, eye-eye system for starting vehicles by brushing face, optical interactive "magic screen" and Roewe Butler's intelligent driving assistance system are not absent. Basically, Roewe has contributed the technology that it can handle and the "small inventions" that the team has been hiding before, which is more reliable.

Second, it is the pain point before the independent brand-motivation.

In order to break through the high-end image, Roewe equipped iMAX8 with SAIC's next-generation 2.0T engine, with the highest effective heating up to 39.52%. The engine integrates all kinds of advanced engine technologies mastered by Roewe, including deep Miller cycle combustion, central OCV DVVT, electronically controlled wastegate valve+low inertia turbocharger, 350bar gasoline direct injection, variable valve lift, zero-technology high-strength sleeve chain, integrated exhaust manifold, variable displacement oil pump, high-pressure cast aluminum alloy body, etc. The maximum power 172kW and the maximum torque are 360 N.

At least, when you see the parameters, you will feel that the year-end bonus for migrant workers is stable this year. I believe this engine will be carried in other product lines of Roewe one after another. From the performance point of view, it has enough strength to compete with WEY and Link, which are the main drivers of this displacement.

In addition to performance parameters, Roewe's engine team considers that the Roewe iMAX8 equipped with this 2.0T engine is an MPV with commercial properties, and has spent a lot of thoughts on NVH, optimizing engine combustion parameters, strengthening the package of noise sources, and improving the structural mode of the whole machine. In addition, the cockpit uses a large number of soundproof acoustic bags and double-layer sound insulation glass, which enhances the sealing and mute effect, and finally presents a relatively good mute environment. The official tone of communication is "the best of its kind".

Configuration can be spent, and a successful engine needs more cost. In order to break through the independent ceiling, Roewe has done its best, and the next performance is left to the market.

The debater's favorite concept in The Theory of Strange Destiny is "Look at the essence without looking at the phenomenon". For Roewe iMAX8, the concept of national tide is a watch, and the sense of existence at the press conference is gradually weakening, while the product strength is the foundation, which is also the highlight of this conference.

Of course, it doesn't mean that marketing is not important, but it must rely on the strength of the product. The sword refers to GL8, and the foot steps on Odyssey, which is regarded as the wild hope of Roewe iMAX8.

Oh, by the way, seeing the price of Roewe MPV, the most anxious estimate is GAC Chuanqi GM8. Consumers are happy, because in the shopping cart of high-end domestic MPV, there are finally two choices now.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.