In 2019, it became the best-selling mid-sized SUV in China, but why can’t it be sold now?

For the domestic automobile market, as the car buying population shows an obvious trend of getting younger, how to grasp the deep needs and personalized requirements of users has become the first step for every automobile company to succeed. This trend has also spawned the emergence of many cutting-edge models. The Jietu X70 is the biggest dark horse among them. Although the Jietu brand may be unfamiliar to everyone, as a new brand series under Geely, judging from past sales, it But it is not "low-key" at all. In 2019, it became the sales champion of domestic brand mid-size SUVs. However, its sales have dropped significantly after entering 2020. Today we will analyze the reasons behind it.

Let’s first take a look at the highlights of the Jietu X70. In terms of appearance, the Jietu X70 adopts the latest family-oriented design language. Compared with the previous old models, the biggest change is the fog lamp area. The inverted trapezoidal grille and fog lamp area form an "X-shaped" front face, and the entire visual effect is very sporty. On the side of the car body, the waistline design is slightly raised, and combined with the design below the door, the entire door is full of three-dimensionality. At the rear of the car, Jietu X70 still adopts a solid and heavy design style. The taillights on both sides are flat and slender, creating a good visual effect. The bilateral single-exhaust exhaust below is very sporty.

Coming to the car, the interior has a good sense of technology. According to the official, the interior of Jietu X70 draws on the design concept of Huizhou architecture, and the entire center console is designed to be simple and decent. , the imitation wood grain decorative panel gives the central control area a good sense of class. In terms of materials, the X70 is also very sincere. Every place within reach is wrapped with soft materials, creating a good texture. In terms of configuration, it has the current mainstream technology configurations, including a 10.1-inch central control screen, panoramic images, voice control, mobile phone interconnection and other functions, which is very convenient for daily use.

Don’t worry about space performance. As a medium-sized SUV, the body size is very large. The size of 4720*1900*1710mm gives it very good space performance. The wheelbase of 2745mm also brings With the spacious seating space and the panoramic sunroof, the transparency and lighting of the entire vehicle are better guaranteed. In terms of storage space, the X70 is equipped with storage slots in the central control area, door panels and armrest boxes to facilitate people in the car to place their belongings. The luggage compartment has a regular structure, and the rear seats can be folded down, so that the maximum capacity of the trunk can be expanded to 1680L, which is very generous.

In terms of power, the Jietu X70 is equipped with a 1.5T turbocharged engine with a maximum power of 115kW and a maximum torque of 230 Nm. It is matched with a 6-speed dual-clutch gearbox. This set The performance of the powertrain is still very good. The overall adjustment is obviously household style, and the power output is linear and smooth. Although it does not have a strong push-back feeling, it is fully capable of handling daily commuting and urban driving.

The above points are the main highlights of the Jietu X70. Coupled with the guide price of 6.99-12.29, the price/performance ratio is the best in its class. However, it is such a model, and the current sales are already showing signs of weakness. The editor summarizes The main reasons are as follows:

1. Product quality issues affect reputation:

For a car, the most important thing is quality. Although the Jietu X70 is in design The appearance and configuration are attractive enough, but its product quality is indeed a major flaw. The editor learned from the car complaint website Car Quality Online that there are more and more complaints about the Jietu X70, and the main issues involved include various Abnormal noises from the car body, engine vibrations, gearbox sluggishness, and electrical malfunctions in the car are not minor problems for a car, which has also made many consumers begin to doubt it.

In addition, Jietu X70’s previous marketing advertisements overly “deified” this model, causing a huge gap in the minds of consumers. After all, the most reliable way to market automobiles is word-of-mouth. With the number of complaints increasing significantly, Model sales have naturally been significantly affected.

2. Blindly reduce costs and pursue low prices

For a new brand, low price is the biggest tool to attract consumers, and Jietu X70 seems to be too superstitious about this. As a result, the prices of models have been continuously reduced. However, this price reduction is not a profit concession from the manufacturer, but is achieved through continuous reduction of configurations. Even low-end models have changed their faces and suspension structures. Although the price has become cheaper, the product strength has also been greatly affected. Big impact.

As the saying goes, you get what you pay for. Although today’s consumers are interested in low-priced products, their consumption concepts are more mature. They pay attention to price as well as quality. Jietu X70 blindly Measures to reduce configurations and reduce prices can only lead to a short-term increase in product sales, and may also leave consumers with the brand illusion of "Jietu = cheap".

At present, domestic brands have achieved great development, and the models of leading companies can compete with joint venture brands in terms of product design and quality. The editor believes that in order to win in the increasingly competitive market in the future, in addition to price, quality is more important. We have already seen the good side of Jietu X70, but it also exposed many shortcomings. If you want to win in the future, Furthermore, active correction is the only way.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.