chatted car heritage, we often say the tenth generation Accord, ten generation Corolla models such continuation. But its own brand does not seem so obvious algebraic label. Compared to the joint venture brands, frequently exchange platform, engine change this reborn upgrading in recent years for selling its own brand cars rarely seem to some “action” on their own brand of hot models and updating stalled yet?
traditional iterative manner challenged
In fact, now in the traditional automotive sector, general joint venture enterprises and multinational car firms all models basically three to four years to conduct a mid-term facelift, six to seven years to conduct a replacement. Typically, mid-term facelift mainly in the interior, configuration, etc., and updating sucked architecture, chassis, appearance and other aspects of a comprehensive upgrade.
If the definition of the difference between this generation and the facelift of the case, compared to the previous generation Accord nine generations regardless is the exterior, interior or engine have been replaced, the replacement part of the standard model. BMW X1 will be a rear-wheel drive platform changed precursor, L replacement Tiguan the latest MQB platform which are also typical examples.
and own brand products during product generation, when its ways and traditions of the joint venture brand models are not the same. Its own brand in the exterior, interior, configuration keep pace with the overall market, and more aggressive facelift faster than joint venture brands. However, the core technology level there is a huge lag; when replacement models for engine, transmission, chassis side of the degree of adjustment is relatively low. From this perspective, their own brand selling SUV replacement indeed stalled.
“quick” mode is also upset
from a different point of view, independent brands and new product replacement forces have begun moving away from traditional car iterative manner. The past two years, its own brand in the automotive circle off a wave of “digital wind.”
from Chang’an CS75 PLUS to the majestic RX5 MAX then Bo the more pro, with chassis, power of innovation as the main iterative manner of traditional practices being twisted, and now its own brand models in the new generation will focus on technology upgrades to the car networking, autopilot and other hardware and software.
and facelift update frequency very fast, they are trying hard and soft technology upgrades benchmark products, and in the downstream of the stock market competition in the case of previous generations of the same general direction, to maintain a certain degree of product differentiation, and thus reach a broader audience.
a soar autonomous SUV, the average consumer is difficult to remember the time when the car was redesigned, and when was the replacement. And a clear trend is, its own brand of products showing a facelift comparable replacement trend. In simple terms is that supposed to be a year facelift, the result of exterior, interior, functional configuration all changed. Facelift own brand products, have become almost a “new generation.”
Of course, this is a last resort approach. While the core technology independent brands also vigorously promote, but the cost of huge amount of money and time costs of technological development are restricting their development speed. In the engine, transmission, chassis and technical aspects of joint venture brands are still gaps.
own brand of skills shortages and dependence on third-party technology, making its own brand in the traditional development cycle and if the replacement mode, unable to break through in a more profound technology accumulation joint venture brands siege . Frequent adjustments appearance of the interior, and adding car networking, autopilot and other functions. Such “quick” Although the upgrade modeThere are tricky too, but also very practical help from the joint venture its own brand brand mouth and grabbed a lot of share.
[summary] car was not fast consumer goods, “fast track” upgrade mode and can not last long, though at present such a model can avoid weaknesses, but the core competitiveness of the automotive market is still product strength, freshness is always out of date, a sense of quality is the key to victory. We look forward to further implement its own brand transformation.