How about the Beijing BJ80 off-road vehicle? Are there many problems?

Off-road vehicles are the dream that many men want to touch. In fact, many girls also yearn to own an off-road vehicle of their own. When it comes to off-road vehicles, we have to mention the well-known Mercedes-Benz Big G and Wrangler. These two are the heavyweights among off-road vehicles. Since it is a heavyweight, the price of millions is naturally not something that ordinary people can afford. But nowadays, the domestically produced "Mercedes-Benz Big G" and "Wrangler" sell for 300,000, are you not tempted? Do you want to buy it? Today I will take you to take a look at the "Mercedes-Benz Big G" produced by BAIC BJ series.

The most glorious title of this car is probably the "Military Parade Vehicle". It also often appears in TV military programs. It is full of mystery, and the BJ40 model is included in this year's popular Wolf Warrior 2. . The exterior styling of Beijing BJ80 is modified with a large number of straight lines and chrome trim strips. The air intake grille adopts a five-hole design, and is equipped with large integrated round headlights with high and low beams on both sides. The overall shape highlights the toughness. The sides and rear of the body are tough and majestic, and the electroplated reflectors and spare tire cover add an off-road feel to the body; the taillights are arranged on both sides, and the rectangular shape makes the rear look wider, while the side-opening tailgate design also adds convenience to daily life. sex.

The interior also has a strong masculine atmosphere, without too many decorations, so the necessary configurations are displayed in front of you without any fuss. The new car will be equipped with a 2.0T gasoline engine with a maximum power of 150 kilowatts. Among the models currently on sale, BJ80 provides 2.3T gasoline and 2.8T diesel engines, of which the 2.3T gasoline engine has a maximum power of 184 kilowatts. Although the power output data of the 2.0T model is slightly lower, it will have more advantages in terms of selling price after launch.

Wild at heart

After seeing this, I believe many friends will say: "No matter how beautiful it is, what's the use? It's not just copying Mercedes-Benz." This is really a big mistake. Very wrong. BAIC's first car, the BAIC E-series, was modeled after the Mercedes-Benz B200. It's no wonder, because Beijing Benz was originally a joint venture between BAIC Motor and Mercedes-Benz, so they should learn from each other. I believe many people are not familiar with the history of BAIC Motor, but it is still very powerful as a capital automobile factory. As early as 1984, BAIC jointly established Beijing Jeep Automobile Co., Ltd. with the then Chrysler Corporation. It was the first joint venture in China's automobile manufacturing industry to produce Cherokee off-road vehicles. Later, Beijing Jeep was renamed Beijing Benz, and Beijing Jeep has since disappeared. . On September 28, 2010, BAIC Motor Co., Ltd. was officially listed. It is composed of BAIC Motor Co., Ltd., Beijing Shougang Co., Ltd., Beijing State-owned Assets Operation Co., Ltd., Hyundai Innovation Holdings Co., Ltd., Beijing State-owned Assets Operation and Management Center and Jointly initiated by Beijing Energy Investment (Group) Co., Ltd., this BJ80 is the first medium and large off-road vehicle produced by BAIC, and it takes the route of a pure off-road vehicle.

The BJ series is famous but has little profit

See, don’t say they are knock-offs, they are genuine off-road vehicles. In fact, BAIC's BJ series has a strong feeling in the hearts of many off-road vehicle owners. Since it is feelings, it is difficult to escape the curse of "all feelings are money-losing goods". As SUVs continue to sell well in the domestic market, the monthly sales volume of BAIC BJ20, 40, and 80 series did not exceed 2,000 units in the first half of the year. In the most sluggish month, the sales volume of a single model was only 52 units. The reason is that there is still a problem with targeting the audience. The BJ series targets young people born after 1985 who "yearn for feelings, are loyal to themselves, live seriously, and challenge innovation." But if you think about it carefully, young people have not experienced those passionate years. They have basically grown up in the modern Internet world, and their understanding of life has changed. Feelings are history for many potential car consumers, and the fierce domestic automobile market has also bid farewell to the era of talking about feelings.

Secondly, the consumption concept of Chinese consumers has also changed. Chinese consumers are no longer the entry-level type who held money to buy new cars and flocked to them when they saw new cars on the market. , but are becoming rational consumers who pay attention to the quality of the product itself, maintenance costs and their own actual needs. Therefore, if the "military quality" in marketing is just talked about, it will definitely not be recognized by consumers. Beijing once again uses the brilliance of the BJ series as a promotional point and carries the banner of personalization, but the quality cannot surpass many independent competitors. From the BJ20, we can see BAIC's confusion and hesitation in the BJ series off-road vehicle product line. This way of "exploiting weaknesses and avoiding strengths" will naturally not achieve the desired performance in sales.

Summary

Therefore, the biggest problem facing BAIC now is how to transform the publicity into efforts to improve product quality, so as to realize the parallel success of brand promotion and sales. Otherwise, unsupportable sales performance will ultimately make the exaggerated publicity more like a joke.