Analyze Geely's price reduction model: the positioning of fuel vehicles will be lowered as a whole, and the product line will be completely reconstructed.

The "crazy price reduction" of all models of Geely Automobile can be said to have earned enough attention. However, the layman looks at the excitement and the expert looks at the doorway. This round of price adjustment of Geely Automobile should be for the comprehensive reconstruction of the product line. This point can also be confirmed by BYD's recent adjustment of seal prices, and now it has reached a key node that Geely Automobile has to change.

Reference 1.5-0.2 million yuan with a new car:

Zero-run C 1 1 Extended Range Edition, Song Series, Haval Series, UNI-K iDD Zero-run C0 1, Nezha S, Deep Blue SL03, F7 (electric rental edition), BYD Seal has these cars in this price range, compact to medium-sized SUVs, and medium to fuel-powered medium-sized cars. Because these cars first cover the front and rear drives, there are four-wheel drive options for starting at 200,000; Secondly, whether it is plug-in hybrid, extended-range or pure electric vehicles, their car cost is much lower than that of fuel vehicles; Thirdly, the vehicle experience will be better, and the large-capacity power battery pack can meet various usage scenarios and still keep the cost low.

These cars are rebuilding the market structure of mid-level cars and SUVs, and the biggest pressure in this process will be the self-owned brand fuel vehicles; In the fuel car camp, the brand power of independent brands is always weaker than that of joint venture cars, so fuel cars must be adjusted.

Therefore, it is an important strategic adjustment for Geely Automobile to lower the price according to the standard shown in the following figure. After the downward adjustment, it can't be adjusted back, and the overall positioning of the fuel vehicle sinks by one level.

The "test" of plug-in hybrid car is over, and this adjustment has brought a very competitive car.

This car is emgrand L Hi P (plug-in hybrid version).

The original price of the car is 12.98- 168800, and the reduced starting price is 109800.

Obviously, this is an adjustment to the standard Qin plus DM-I champion version, which should show that BYD does have pricing power at this stage. Is this car better or worse than Qin? The starting price of Qinjia DM-i is only 99,800 yuan, but the optional range of 65,438+065,438+0.58 million yuan is only 55 kilometers, which is the test value of the model, and the WLTC model is only 46 kilometers.

The version with real endurance120km costs 125800 yuan.

However, the pure electric cruising range of Emgrand L Hi P is 65,438+000 kilometers, which is more attractive than the plug-in hybrid car of Qinjia DM-I.

The hybrid special transmission of 3DHT does have gear shifting frustration in hybrid mode, but as long as the pure electric cruising range is long enough, the hybrid mode will not be used when driving; On the contrary, the scene that needs to use hybrid mode is mainly long-distance high-speed cruise driving, and there is no need to worry about gear shifting frustration in this scene. In terms of configuration, the two cars are evenly matched, so the focus of Geely Automobile's current adjustment is not only to reshape the price system of fuel vehicles, but also to pull plug-in hybrid vehicles to the same standard line as BYD. This time, it is about to start a head-on confrontation.

There is only one car with a "Supreme Comprehensive" reduction of 45,000 yuan. This car is Xingyue L Hi P.

The adjusted starting price is 194700, which is still not competitive objectively. The plug-in extended range version of Xingyue L is a failed attempt. As an extended-range vehicle, the three-cylinder range extender is not a disadvantage, because the speed in the extended-range power generation state can avoid jitter and * * * vibration; However, if the next generation model or other cars of the same class will use the four-cylinder range extender, the old three-cylinder version will look worse.

Geely Automobile has developed a brand-new four-cylinder hybrid 1.5T engine, which will be a big blow to the hybrid version of Xingyue L.

At the same time, the vehicle uses the predecessor platform, and the flagship version will cost more than 200,000 yuan after the price reduction. The price has already coincided with the competing hybrid four-wheel drive, which is also uncompetitive. Its pure electric cruising range of WLTC 205 kilometers is not the highest in its class, so it is difficult for Xingyue L Hi P to increase sales even if the price is adjusted.

It is expected that Xingyue L Hi P will soon usher in a replacement version, and this car is still not recommended.

After the price adjustment, Geely Automobile may produce new cars one after another.

The first car will be the Galaxy L7, which is the Galaxy brand version of Job L; As a plug-in hybrid car, the car should use the latest four-cylinder 1.5T engine, matching 3DHT or a brand-new hybrid system; Its positioning should be lower than that of the moon and the moon, and it should focus on the price range of 1.5-0.2 million on the premise of giving priority to the top drive or only the top drive is optional.

The second car should be the light of the galaxy. The positioning of this car is expected to be slightly higher, and it is more likely to start around 200,000. As for the interval of 1.5-0.2 million/200 thousand, it may be reserved for the plug-in hybrid version of Xingrui, so that the whole product line can be improved through multi-brand differentiated positioning.

Geely's price reduction is not blind. This price reduction can not only boost the sales of fuel vehicles, but also re-launch a pure electric and hybrid product line, so that electric hybrid vehicles can enter the first camp and face the hot-selling models. Therefore, Geely Automobile is still very smart, and the product planning seems to have returned to the high level a few years ago.

Editor: Tianhe Automobile-Automotive Science Island, published by Tianhe MCN, all rights reserved.

This article is from Tianhe Automobile Science Island, written by Che Yi, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.