Anchoring the third generation MG 6 and Civic in the sports car market?

On July 10, the third-generation MG 6 was officially listed, and the price range was 93,800 yuan-139,800 yuan.

Looking at the automobile market, iteration is not only a way for an excellent product to continue its pedigree, but also an important way for brands to build IP. For example, in the subdivision of compact cars, such as Corolla, Civic, Golf and other models have been evolving for decades, not only becoming classic models in the history of human cars, but also gaining a large number of fans around the world.

However, due to the immaturity of the domestic market environment, most independent brands have been blindly pursuing pure new products for many years, making it very difficult to iterate a model. However, MG 6, which has adhered to the sports route since its inception, has achieved this goal by taking a slant.

Since the launch of MG 6 1 1 year, after three generations of evolution, the global cumulative sales volume is 300,000, ranking first in the domestic sports car market. With the overall improvement of the intelligent network connection level of new cars, the third generation MG 6 has come up with Zebra Zhixing 3.0 and L2.5 on the basis of the design and performance laid by previous models. Intelligent bonus items such as Plus-class driver assistance aim to "plant grass" for young consumers in all directions.

In any case, only those models that can achieve a perfect balance between inheriting the classics and advancing with the times are qualified to continue their blood in the cruel market competition and represent the brand step by step to the world. This is the key to the third generation of MG 6.

As an officially declared "ultra-wide-body coupe", the innovation of the third generation MG 6 in design level is obvious. The newly designed digital combustion grille, digital light rail headlights and iconic hatchback shape have great visual impact, while the interior boldly adopts the two-color collocation design of black+red or black+yellow, and the "street brand" effect is ready to come.

Perhaps aware of the consumer demand that the target users like to modify, MG also specially equipped the new car with sports tail, 18 inch blackened wheels, red calipers, integrated sports seats, switchable sports exhaust, English track green car paint and other "poisons" in the modification field, realizing the original factory in one step, directly eliminating the cumbersome and worries of later modification.

On the core powertrain, the third generation MG 6 took the lead in adopting SAIC Blue Core 2.0? MEGA？ Tech's new generation of high-efficiency power combination vehicles. 1.5T high-power engine, 7-speed wet dual-clutch gearbox with transmission efficiency of 97%, maximum horsepower 18 1PS, maximum torque of 285N·m, while ensuring strong power output, the comprehensive fuel consumption per 100 kilometers is only 6.2L.

The third generation MG 6 is equipped with MG? A pilot? 2.0 Driver assistance system is an important selling point of this replacement. More than ten advanced driver assistance functions, such as DFM fatigue monitoring system, SAS intelligent speed system, FCW front anti-collision alarm system and AEB automatic emergency braking system, are integrated, and L2.5? Plus driving assistance.

As we all know, intelligent network connection, driver assistance and other technologies have always been the advantages and brand highlights of SAIC passenger cars. Compared with competing products at the same level, most of them are at the level of L2-assisted driving. The technological level of the third-generation MG 6 not only has obvious advantages, but also highly fits the brand's current positioning of "leading the trend with wisdom".

It is reasonable to believe that the third generation MG 6 is expected to become one of the most representative models of MG brand and even SAIC passenger cars, regardless of product competitiveness or later market performance.

In June this year, the sales volume of SAIC passenger cars was 48,000, a slight decrease of 3.48% year-on-year; In the first half of the year, its cumulative sales volume was 246,5438+0,000 vehicles, a year-on-year decrease of 22.52%.

Among them, the sales volume of MG brand in June was 65,438+05,933 vehicles, and the sales volume of MG 6 was nearly 5,000 vehicles, an increase of 7% from the previous month. In the first half of the year, the total sales volume of MG exceeded 654.38+million, reaching 103242, and exported to 66 countries around the world.

It is not difficult to see that although SAIC passenger cars have the smallest decline among SAIC's three passenger car subsidiaries, the market changes faced by independent brands are equally severe.

The vacillating market environment and the growing Matthew effect all mean that car companies may plummet in the future competition if they can't continue to maintain a significant dominant position.

As one of the most important competitive chips in the second half of the year, the third generation MG 6 should pay more attention to its later market launch and product promotion strategy.

In 2009, the first generation of MG 6 was officially listed. At that time, in the market, the word "family car" has not been given a diversified meaning in the minds of China people, which often means a single attribute of safety design and family transportation. The first generation MG 6 boldly adopted a unique hatchback shape and became the benchmark in the field of automobile design at that time. The track gene in his bones also helped him win the 2065 438+04 BTCC British Touring Car Championship.

In 20 17, the second generation MG 6 returned with more fashionable design, stronger performance and more advanced technology. The 6-second 100-kilometer acceleration level triggered the Internet storm, successfully shouldering the heavy responsibility of countering the Civic of the same level "online celebrity car", and cooperating with a series of eye-catching "MG marketing" such as soaring high-speed rail.

On July 8th, Luo Yonghao Weibo released a video with copywriting: "I tested the third generation MG 6 two days ago and experienced its L2.5? Plus-class intelligent driving assistance function, unique super traffic congestion assistance system, feels very stable. "

In the video, Lao Luo sometimes talks about the selling points of products, and sometimes plays "surprises", which triggered a heated discussion among netizens.

This is obviously warming up the platform 6 of the third generation MG. "MG Marketing" continues.

Inviting network celebrities, the first generation, to personally endorse the smart technology of the new car is certainly eye-catching, but for MG 6, a model with a century-old history and a halo of sports overhead, it just exposes MG's marketing shortcomings in brand culture.

It is true that it is courageous to challenge Civic's position as the king in the field of sports cars, but the objective law of making cars lies in not being eager for quick success and instant benefit. Looking back at history, the reason why Civic is so successful in sales and word of mouth is precisely because of its decades-long product value continuation and Honda brand's spiritual core of loyalty to automobile sports.

As the latest masterpiece of a century-old British brand, MG 6 also has a long history, with exciting sports cars and track genes, and many stories to tell.

This huge wealth should be made good use of and become a new market growth point. But at the same time, as a younger generation, MG 6 should also be in awe of its competitors. In fact, the "superficial effort" at the marketing level is enough, and we should guard against arrogance and rashness.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.