What happened to this car in finidi? Why is it unpopular in China?

What happened to this car in finidi? Why is it unpopular in China? In fact, the poor survival of any product in its own market segment is directly related to the mismatch between product positioning and brand influence.

When applied to Britain and finidi, the most direct manifestation is that the brand influence of Britain and finidi does not match with luxury brands. In other words, as a luxury brand, British and finidi brands cannot be fully recognized by the major global markets.

Weak product strength

When the second-tier luxury brands made collective efforts, the distribution of product strength in Britain and finidi was obviously insufficient. Since Dai Lei started the rise of Britain and finidi in May, 20 13, a series of products he got really puzzled him. Except Q50 and QX50, which are on the same platform as Teana, there are no brand-new products in Britain and finidi in this cycle.

There is no major innovation in technology. The old 3.7L engine imported from Britain and finidi has not been replaced. Q50 uses the steering wheel controlled by electronic signals, and there is no technological innovation.

Insufficient tension in product layout

A luxury brand, in the early stage of development, may have a good effect by relying on the personal promotion of star models, but once the brand's annual sales volume reaches 50,000 vehicles, the rationality of product layout becomes an inevitable demand.

As we all know, up to now, only Q50 series is the most famous model in Britain and finidi. However, the overall product lines in Britain and finidi are still very rich, and it is obvious that only one or two products can't open up the situation. Look at the product layout of BBA and you will know which series is not a hot spot that people pay attention to at any time.

Insufficient SUV bonus

In fact, from the very beginning, Britain and finidi have been most dependent on SUV products. However, in this wave of dividends in the SUV market, the loan of this emerging brand in the SUV market is very limited. In 2009, Britain and finidi took the lead in taking off in China, relying on SUVs. At that time, it was also called FX25 and FX35, which sold well in northern China. Dalian, the fashion highland in Northeast China, has a special liking for FX35. In contrast, the performance of cars is not outstanding, so many people mentioned Britain and finidi as SUV-based brands.

However, in the three years since 20 13, many brand-new SUV products appeared, such as QX50, QX60 and QX70. These are the main sales markets of luxury brands, but these products have not played a central role in the rapid development of Britain and finidi. Because these models have no competitive advantage compared with the joint venture BBA, as second-tier luxury brands, the prices of these models are even the same as those of first-tier luxury brands, which is definitely unacceptable.