March 12, the domestic luxury brand compact SUV market ushered in a “new face”, it is the guide price 246,800 – 345,800 yuan Lincoln adventurer. As Lincoln’s first domestically made models, with a new design language, the whole system dynamic combination of 2.0T + 8AT, as well as the previously announced sale price of 248,000 from Lincoln adventurer before the listing will be consumers stay tuned.
Lincoln adventurer now the price has been settled, a lot of people’s minds may all have such a question: Lincoln adventurer car in the end worth? How to market its future prospects? Today I come to talk about their own views.
Although the 2019 domestic car sales fell by 9.6 percentage, but to BBA, led by luxury brand in 2019, showing a posting gains gesture. Where the 2019 Mercedes-Benz sales in China rose 6.2 percentage BMW rose by 13.1 percentage, Audi grew by 4.2 percentage Lexus an increase of 24.9 percentage, Volvo rose 23.6 percentage Infiniti an increase of 21.4 percentage, and red flag even an increase of 203 percentage.
Thus, the luxury car brand in domestic demand has not weakened since deserted automobile market, which is consistent with our current automotive market environment – the stock of the era of increased competition, the purchase of redemption users increased significantly. And the purchase of luxury brands for redemption users will certainly be more popular, so choose the localization Lincoln at this time, the opportunity to grasp fairly accurate. Of course, if we can a few years ago localization Lincoln, the timing could be better, but time can not go backwards, not so much if the world.
Then we return to Lincoln adventurer itself, which is its luxury brand compact SUV market, this market is currently the main models are mainly the BMW X1, Audi Q3 Cadillac XT4 and Volvo XC40. As for Mercedes-Benz GLA, is now approaching replacement, monthly sales are negligible. If you look at the image above four2019 sales models, we can find the BMW X1 reached 90,000 units, the Audi Q3 reached 60,000 units, Cadillac XT4 nearly 5 million units, the Volvo XC40 and the recent monthly average sales are about 2 thousand units. As can be seen, 200,000-300,000 class luxury brand compact SUV market still has a lot of user base.
In addition we have another perspective, a compact SUV with the luxury brand price continues dropping, might be ordinary joint venture brands 200,000 SUV than a little pressure. For example, public exploration Yue, Honda CR-V, Toyota RAV4 and other models may Rong put these luxury brands will be a compact SUV to snatch some customers resources. So overall, I am still quite optimistic about the domestic luxury compact SUV market.
Since the demand is there, so how their products adventurer Lincoln force it? In this regard, a small intellectual adventurer give Lincoln a conclusion that “A + class luxury SUV”. Where “A” refers to the compact, and “A + level” means interposed between medium-sized and compact.
First, from the size, the adventurer Lincoln luxury brand in the compact SUV market is definitely regarded as one of the best “big”, especially in car and vehicle width full length and mid-sized SUV can be comparable. And put aside the size parameters, but the visual effect, if you insist on the adventurer Lincoln luxury brand is positioned mid-sized SUV, in fact, I think also there is no sense of violation and. It is worth mentioning that, although the Cadillac XT4 size is not small, but the overall impression that the C-pillar design feeling this car is not big enough, and the design between the Lincoln adventurer C-pillar and D-pillar was very easy way out.
Second, we look at power, the entire department alone 2.0T + powertrain 8AT, I think Lincoln adventurer completely holding up “A + level luxury SUV” It names. After all dynamic parameters Audi Q5L 40TFSI, BMW X3 25i, Mercedes and other luxury brands GLC 260 L midsize SUV is not Lincoln and adventurer. Of course, strong power often means slightly higher fuel consumption performance, and if the BMW X1 1.5T, which Audi Q3 1.4TKind of turbocharged small displacement compared adventurer Lincoln does slightly higher fuel consumption; however, if the same level of 2.0T and compared to rivals, Lincoln adventurer reasonable fuel consumption performance. Also more importantly, the whole system is supported adventurer Lincoln # 92 of gasoline label, which is really rare in its class.
In addition to Lincoln adventurer called in terms of size and power are “A + level luxury SUV” outside, I think it’s interior design, passenger space, staffing levels at the same level it is definitely in the upper level. Especially in the configuration, the guide price of 259,800 yuan two-drive 2.0T enjoy basic version can be installed for you. This level of conventional configuration will not be repeated, such as knee airbags, heated steering wheel, front seat heating / ventilation, ambient lighting, front soundproof glass and other advanced configuration all have the same level may also be the same for the United States luxury brand Cadillac and XT4 can it Bai Bai wrist.
of course does not mean that the product adventurer Lincoln force is not in short supply, as part of the brand strength is the product of force. If one of tone of the brand, Lincoln was praised; however, if the brand influence of words, compared to Lincoln in the domestic brands still slightly lacking, it takes time to accumulate. But it is worth mentioning that Lincoln level of service is still in place, in particular, “Lincoln Road” absolutely give you a completely different car, car experience.
But we said Lincoln adventurer product strength can be called “A + class luxury SUV”, but its guidance price is not at “a +”, and even some “A-” means. Lincoln adventurer has the lowest starting price above this 5 car, the next lowest with a top price, if combined with its product strength, I can only say “really fragrant.”
Of course, words can not say too full, after all, the BMW X1, Audi Q3, Cadillac XT4, Volvo XC40 current terminal benefits are really quite a force, the basic can do 8 to fold up and down. For example, BMW X1 sDrive20Li fashion model naked preferential prices finished at about 23 million, Cadillac XT4 the two drive technology 28TSurgery type preferential prices finished even bare of only around 21 million. If you count the terminal benefits of competing products, the price adventurer Lincoln suddenly not so incense.
As late adventurer Lincoln will have a substantial discount, feedback and I think still have to look at the manufacturer’s sales strategy according to the market. If the adventurer Lincoln product strength, the theory of space, on power, on the face value, on the configuration, it can make it now price. But in the eyes of most potential consumers of luxury brand compact SUV is certainly a substantial discount, because the domestic market competition is too fierce. How to change the natural consumer awareness and avoid falling into the “price for volume” of the vortex, adventurer Lincoln is a serious problem, of course, this can not be achieved overnight.
Lincoln adventurer product strength is strong enough, the price is reasonable, the next step is to study the psychology of consumers to buy cars good . Why consumers stood terminal cheaper BMW X1 1.5T, the Audi Q3 1.4T, Cadillac XT4, Volvo XC40 1.5T do not buy, you have to buy Lincoln adventurer? I think the brand can start when the propaganda from “A + class luxury SUV” point of view, continue to instill this concept to consumers: because of the high value of the Yen Lincoln adventurer, large size, strong power, luxurious interior, configured to force, then plus “Lincoln Road” distinguished service experience, so Lincoln adventurer should be worth the price.
If in popular parlance point, that is to make consumers agree Lincoln adventurer than the BMW X1 1.5T, the Audi Q3 1.4T, Cadillac XT4, Volvo XC40 1.5T models of these “high-level half.” Speaking of “high-level half” of play, Cadillac in recent years to play it very wandering child.
Secondly, I think the best Lincoln adventurer can do “service transparency.” First, the Lincoln brand gives the feeling of high style, and ordinary people have some sense of distance from the United States to produce, but also can produce rift. Coupled before the Lincoln brand’s market share is small, you might Lincoln for the existence of such a misunderstanding. For example, “Lincoln’s maintenance costs are not expensive?” On this issueLincoln should be carried out through the official website literacy, media and other channels to potential customers, so that we do clearly consumption.
In addition although consumers purchase luxury brand in the relatively well-off financially, but the choice of 300,000 luxury compact SUV consumers who sensitivity of the vehicle late fees may be expected than the manufacturers of high many. So how will the late adventurer Lincoln maintenance costs down, and let them contact information of potential customers are hesitant, Lincoln also need to consider the issue. As for maintenance costs, accidents, then it will be properly paid for by insurance companies, key parts of the extended warranty for the car owners to have basically enough.
that’s my interpretation with respect to product strength and prospects adventurer Lincoln car analyzing its product strength is good, the price is more appropriate. May now have to do is set a good “A + class luxury SUV” image of the product, while allowing transparent service to help more potential customers to buy the firm determination to Lincoln adventurers. Overall, I was very optimistic about the market performance of the late adventurer Lincoln. Do you think Lincoln adventurer worth buying?