It is precisely because of the shrinking market share and weak consumption in Chinese mainland that car companies have to continue to explore the price range and adjust the product sinking channels in order to gain more living space and market share. Taking traditional luxury brands as an example, BMW, Mercedes-Benz, Audi (BBA) and other brands have extended their product lines downward to compact or even small cars in order to expand market share and brand influence and promote brand sales.
Luxury brand car companies will sink their product lines, on the one hand, to meet the needs of young people to buy cars, to meet the needs of young people to pursue luxury brands such as BBA, on the other hand, to sell.
It is nothing new to buy a compact car of a luxury brand at the price of a compact car. The price of luxury brands often presents a "diving" scene. Compared with BBA brand compact cars that often have a preferential price range of 40,000-60,000 yuan in the market, doesn't it smell good to choose Mercedes Trident Star?
BBA in the eyes of consumers has always been synonymous with financial resources, status and image, and German quality. This is the brand image and brand value accumulated by the brand, and it is a very long process. Consumers' cognition of brand often lies in brand value. As a mid-level car, why does a BMW 3 Series cost 300,000 to 400,000, while a Honda Accord only sells for more than 200,000? This is product value and brand value, which also depends on brand culture and value orientation.
Just like Hyundai Motor in Korea, it has always wanted to become a high-end luxury brand. After renaming, vehicle design changes, brand value image promotion and other advertising and brand value output, it barely gained a foothold in the North American market. In the China market, Jens, a high-end brand of Hyundai Motor, had no choice but to withdraw from the China market, but now it has changed its face and re-entered the China market.
The values of a brand mainly lie in consumers' recognition and * * *.
In real life, most of us think that Volkswagen brand is a very common family car brand, which is far from BBA luxury car. I didn't know Volkswagen would produce a top luxury car like Phaeton. Because of the Volkswagen logo, many people think that it is just an enlarged version of Passat, which is far less valuable than a car with a BMW logo.
This story tells us that it is to pick up girls, never keep a low profile, choose a car carefully, and never joke about lifelong happiness. If you meet a blind girlfriend in the car, you will be angry.
The workmanship of BBA brand has always been well-known among luxury car brands. Compared with some cars in the household field, it is not only more exquisite in material selection, but also more meticulous in workmanship. After all, as a mainstream luxury car brand, quality represents the brand image.
Mercedes-Benz A-Class is a fashionable and young compact car of Mercedes-Benz brand, and it is also a product with sinking main product channels of Mercedes-Benz brand. The main product positioning is young car buyers after 80 s and 90 s. BBA's youngest product matrix consists of Mercedes-Benz A-Class, Audi A3 and BMW 1 series.
The interior design of Mercedes-Benz A-Class adopts layered design. There are two pairs of 10.25-inch combined LCD screens in the center of the instrument panel, a round air outlet with high sense of technology and exquisite workmanship, and a large area of leather wrap and exquisite stitching in the car, which perfectly reflects the luxury that the interior design wants to express. The addition of 64-color ambient lights is the crowning touch of this set of interiors, and the effect of lighting the ambient lights at night is enough to capture the hearts of young people.
The interior of BMW 1 series is also dominated by young sports, and BMW's family design elements can still be seen. The materials used for work meet the "BMW" standard, and luxury, technology and quality are the language to be expressed in BMW interior design.
Compared with the two cars, the interior style of Audi A3 is minimalist, and the interior highlights are not as bright as those of Mercedes-Benz A-Class and BMW 1 Series, which is an attractive type. But fortunately, the workmanship is fine, and the large area is wrapped with soft materials, and the touch and visual sense are not bad.
BBA not only pursues the exquisiteness of appearance and interior, but also spares no effort in the pursuit of driving quality. Luxury brands have a profound and unique adjustment and understanding of vehicle driving experience, which is beyond the reach of ordinary family car brands. These three compact luxury cars have a lot in common in improving driving quality.
First, two turbocharged engines are adopted to ensure sufficient power output and power reserve, thus providing dripping driving acceleration and driving maneuverability.
The second is to use a dual-clutch gearbox or a manual-automatic gearbox with greater torque and more direct output power to ensure a better driving experience and pleasure.
Thirdly, the front and rear independent suspensions are adopted to ensure the driving comfort and excellent road feedback of the vehicle. Although the chassis structure is similar, each BBA car company has different adjustment and understanding of the chassis, but the purpose is how to make the vehicle more comfortable and better to drive.
Facing the market environment of consumption upgrading, BBA brand has also launched a more competitive product offensive. On the one hand, reduce product prices; On the other hand, through loan finance, vehicle warranty extension and vehicle maintenance, more preferential treatment will be given. More importantly, BBA brand will be used in invisible places. Especially in terms of brand value.
Different regions have different regional preferential policies, but the overall cost performance and car purchase strength are not bad. Among them, taking Guangzhou as an example, Mercedes-Benz A-Class offers a price discount of up to 56,5438+0,000 yuan, as well as a new car gift package of 3,000 yuan, auto insurance subsidy, four-year maintenance and ultra-low loan interest rate.
In Guangzhou, BMW 1 offers a maximum discount of 66,000 yuan. Among them, the vehicle loan has a five-year ultra-low loan interest rate policy, including a variety of car purchase gifts, replacement gifts, and store gifts.
Audi A3 has given a price discount of 59,400 yuan in Guangzhou, and has a corresponding car purchase package and ultra-low financial interest.
In our daily life, as the saying goes, "Clothes make the man, and gold makes the Buddha." Every brand of car has different people. In this society, driving a BBA brand car is completely different from driving a mainstream household brand car, which directly reflects one's living conditions, work nature, personal financial resources and personal taste, so in many cases, the car you drive determines the initial impression and evaluation of friends around you.
Just like this, buying a Civic is better than buying a BBA, dating girls, doing business and making friends. If you want to have a girlfriend and buy a BBA brand, you must chase after women.
Ah, buy a Civic. You should be single. (Some pictures in this article are from car home and TV series. If there is any infringement, please inform us to delete it! )
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.