➤ recent burst of fire Variety – “wind and waves sister”, there has been on one market, “upset” of the model – stardom LX, which makes the already forgotten the independent brand of high-end rut Jun, once again brought back to its interest.
in the first seven months, sales of the brand stardom a total of 7511, a bit strange, I have not found stardom LX sales data online, only stardom TX sales, cumulative sales of the latter seven months, it was 7511. According to this data, the stardom of all sales this year are contributed by the TX.
in the past this time, stardom LX is really no sales, does not really matter, it is clear that stardom current market performance is not optimistic. Today, we put aside the mistakes and problems stardom in all aspects of management, marketing, etc., to focus on its two models –LX and TX, take a look at their product competitiveness, exactly how to behave on the market.
[123 ] stardom opponent, autonomous mainstream or independent high-end?
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analysis stardom two SUV models of the product strength, we need to figure out a problem: stardom opponent, in the end is the same level of mainstream brand, or collar grams, WEY such independent high-end brands?
According to Yin Yue analogy, in the Chery Group’s system of three brands the Czech Republic’s Skoda way equivalent to the Volkswagen Group, Chery is equivalent to the public, and stardom, the equivalent Audi. It stands to reason therefore, on the subject of natural stardom collar grams, WEY such independent high-end brands.
However, this idea may be just wishful thinking stardom, all high-end brand building, behind the need to support the full range of channels, services, products, technology, marketing, etc. while stardom in these areas, confidence is not very full.
channel level, stardom has encountered serious problems , dealership expansion stalled, has been built store, also came news of the Ru Qirui product and brand channels. Contrast collar grams and WEY all over the country more than three-city distribution network, even stardom current stable of independent high-end stores are not guaranteed, and to match the pre-sale and after-sales, but also irrelevant.
a technical level, aside more abstract control performance is not mention, collar and WEY grams at the time of the first to market, are 2.0T engine to establish their own position, and now it is respectively the introduction of more powerful high power 2.0T engine. Chery born out of stardom, but also inherited the technical bottleneck Chery, that is not currently available in volume production 2.0T engine, using the main engine is Chery currently most advanced 1.6T a direct injection engine.
and the other competing products as compared to the same displacement, Starryland 1.6T engine is not weak, and even to the level of the dynamic parameters of the engine part 2.0T. However, parameters close 2.0T, 1.6T can not represent a substituted deletion 2.0T, larger displacement engine, a natural inferior StarrylandPotential.
and product level outside of the engine, the two models also show stardom is not a color, design is not the same out of their own personality like collar grams and WEY, Chery products after the style much like crafted. Although the interior with a lot of advanced materials to create a sense of quality, but neither does its own brand.
On the whole, from the brand to stardom products, currently there is no direct power of the standard collar grams and WEY, in fact, the recent Geely, Changan, Roewe SUV replacement of the main models in performance, design and texture levels are not weaker than stardom.
Therefore, before stardom detailed analysis of product strength, we first solve the problem of its location: the current real opponents stardom, not independent of other high-end brands, and is the same level, with the price range of mainstream brand models.
[123 ] stardom product strength, combat power exactly how?
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Although the sales figures unknown, LX stardom when “the wind and waves sister” hit, hopes for the new version of the two wind and waves, and update, there are three other 2020 models, so the car is necessary to analyze its product strength.
and2019 different models that stardom LX 2020 two new models 1.5T version, which is the above-mentioned “version of the wind and waves”, the entry threshold from 125 900 before, down to 109,900.
Starryland LX size is a standard compact-class SUV, and its own brand of Jili Bo is the closest PRO, which is the price range for the 12.68-15.68 million, or overall than the LX same level of stardom higher. 1.5T version of the wind and waves to join, so LX lower and lower the threshold step into the sales areas between the Bo (Bo more non-PRO), Hover H6, Chang’an CS55 PLUS and other models.
In other words, stardom itself also understand that it’s real rival is the same level of mainstream brand models.
Here the pull in tiggo 7, except Starryland LX and outside Tiggo 7 closer to the size, price positioning two cars, including powertrain and feature set, there is no obvious difference.
Comparative power assembly can be seen, Starryland LX and Tiggo 7 equipped with 1.5T EFI cast iron engine, the same level compared to other independent brands of the same displacement engine in the power and technical parameters are a generation behind. Chang 1.5T blue whale series engine, the power level is far ahead of Chery 1.5T models.
Results
configuration of comparison, a little beyond the rut Jun surprisingly, very close to the guide price version of the four models, LX stardom in every respect has an obvious advantage. In addition to the vehicle network, power trunk, a key window lift these functional configuration, the steering wheel material Starryland LX, full LCD meter, multipleColor ambient lighting levels and even a sense of luxury multi-layer soundproof glass These enhancements will all have a lot of full, these are also very rare at this level of functionality.
If these configurations advantage, is used to make up the face of other brands powertrain gap, then compare with the price of stardom LX and Tiggo 7, it was a bit do not understand.
A positioning Chery, obviously higher Starryland Chery brand, but at the price of similar cases, stardom LX configuration level far better than Tiggo 7. This is some comparison down, on the one hand it can be seen stardom LX 1.5T version of the price and product strength is indeed good, but also exposed stardom weakness for high-priced market, Chery positioned within the system has been confusion.
[123 ] how
main market of 13-15 ten thousand stardom TX / TXL, product strength?
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If the LX version is stardom Tiggo, then 7, then TX is undoubtedly stardom version Tiggo 8.
It tiggo guidance section 8, is 8.88- 159,900, TX stardom price of 13.59-17.59 million, or a whole seems to be a lot higher than the Tiggo 8. But to be clear that Tiggo 8 points 1.5T and 1.6T two power versions, and stardomTX currently only 1.6T engine, while the Tiggo 8 1.6T version of the price range is 11.99-15.59 million.
Starryland TX main price range, a series of equipped with 2.0T, 1.8T engine autonomy compact SUV, although stardom TX is attributed to the level of mid-sized SUV, in fact, its size, the Roewe RX5 MAX front of Chang’an CS75 PLUS, and there is no obvious advantage.
However, stardom TX also introduced extended TXL version, the case body width and height remain the same, long wheelbase and the car are stretched 85mm, this way, it becomes 150,000 rare true middot; mid-sized SUV.
powertrain, Chery injection 1.6T engine, and at the same level compared to the 1.5T engine, performance is absolutely not accounted for under the wind, but stardom TX / TXL main price range, but it is faced with a series of opponents 2.0T version:
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Thus, the direct injection engine 1.6T Starryland itself very prominent, in the face of the price of other models of the same 2.0T engine, powertrain instead it became a big disadvantage. And for a medium-sized SUV is, TXL powered by a 197-horsepower 1.6T engine itself is also a bit less coordination.
However, Starryland TX / TXL has its ownAdvantage – four-wheel drive. 150,000 self-SUV models, most of them either did not type four-wheel, four-wheel drive version of either threshold is also high, two drive-in sales are absolute main.
For example, currently in sales in the first camp Hover H6, Ji Libo more and Changan CS75 PLUS, currently only two drive version, only 151,800 of Harvard F7 top with only equipped with four-wheel drive, four-wheel drive Roewe RX5 MAX version threshold is as high as 189,800.
In fact, within the system Chery Tiggo 8 is also four-wheel drive version has not been introduced, TX stardom and enjoy the four-wheel drive version of the star, guide price is only 147,900 yuan, TXL four-wheel drive version of the price reached 175,900, but still lower than RX5 MAX lot.
In other words, if you want to choose a larger size four-wheel drive SUV of less than 15 million, TX stardom has become much optional digit one of models.
So the whole, Starryland TX / TXL in there powertrain short board, causing it to be difficult with WEY, leading grams brand direct competition, but in terms of overall cost, it also has its own highlights, and Chang’an CS75 PLUS, Ji Libo the PRO, the Roewe RX5 MAX compared to other models overall competitiveness is not weak.
That being the case, stardom LX and TX / TXL sales performance, why it is so bleak it?
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independent high-end brand, is a big mistake stardom [ 123]
Chery to launch high-end brand, we have been very persistent this dedication this is not a bad thing, but it is easy to misjudge the situation, for high-end and high-end, but did not support emboldened the impact of high-end.
Based on the above analysis we can see, the current stardom two models, comprehensive product strength and cost-effective in their respective price is remarkable, but it is missing 2.0T engine, but it is currently essential foundation of independent high-end brands.
▲ roewe RX5 MAX interior texture, not inferior Starryland series
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in addition, Chery in the planning of stardom, may not have thought of a series of other independent brand replacement, so that product quality significantly improved, Changan, SAIC, Guangzhou Auto and other car firms although there is no the introduction of high-end brand, its new generation main product, but it already has no less than stardom product strength.
In contrast, the recent listing of Changan and reap substantial sales of UNI-T, stardom may be able to give a new revelation. The car still hung Chang Logo, but thanks to the color of the design and quality, this compact SUV will soon gain a firm foothold in the market for more than 12 million, 02 grams of lead have brought considerable pressure.
Imagine, if no stardom as an independent brand, but as Chang opened UNI series, as a high-end series in the Chery brand system sales, and now may also become Chang’an CS75 PLUS, Ji Libo the PRO, the Roewe RX5 MAX models such a strong opponent.
pinpoint their location as soon as possible, the starWay, it will be more promising.
“IMHO” | Author: thirteen small
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