Xinhuiang 400,000 is back, will the public with letters still buy it?

The lettered Volkswagen memes started with the Phaeton. Relying on the brand appeal of Volkswagen with technology and technology at that time, combined with the value and strength of the model itself, it was ranked among the BBA and other D-class competitors. Among them, the Phaeton has become a representative of quality and low-key, but for high-end cars, the brand's pedigree is really difficult to overcome. So after the Phaeton was delisted, the revamped Phaeton targeted the C-class car market.

However, after operating in China for several years, Huiang’s life has not been very good. From January to October 2020, its cumulative sales were only 6,757 vehicles, a year-on-year decrease of 42.18%, accounting for the entire SAIC Volkswagen With a share of 0.57, only 14,019 units were sold in the whole year of 2019, which is approximately equivalent to one month’s sales of the Mercedes-Benz E-Class.

At the same time, the selling price of models is not strong, and the terminal discount is about 50,000 yuan. In 2018, some 4S stores even put up the slogan "Buy Huiang, give Lavida as a gift". This has also resulted in a poor value retention rate for second-hand cars. The price of the Huiang in 2018 was around 230,000 yuan, including purchase tax and other registration fees. After less than 2 years of use, the loss was nearly 100,000 yuan, and a Lavida was gone again.

It just so happened that Volkswagen announced that the Passat would withdraw from the US market and focus on SUVs and electric vehicles in the future. I thought that the underperforming Huian would say goodbye to us, but it did not give up and also launched minor changes. This model has a manufacturer's guide price of 340,000-446,000 yuan. In the era of brand supremacy, how many friends are willing to spend "heavy money" to buy a Volkswagen? And is Xinhuiang just defeated by the brand as rumored in the market? force?

The starting prices are almost the same, why should you buy Xinhuian?

Let’s first talk about the highlights of the new car after the facelift. A self-illuminating “Volkswagen” logo has been added, and the style of the front bumper has been adjusted to make it look younger. At the same time, mid-range and above models also come with electric suction doors and air suspension, but considering the price of more than 400,000, the gimmick significance is still greater than the reality.

As for the selling point, because it is a non-luxury brand, everyone is particularly looking forward to the value of this car. However, Chezaijun compared several parameters in detail and found that Xinhuiang is not impressive.

In terms of size, compared with BBA's competing products of the same level, it is still slightly smaller, and the aura and rear legroom are not enough. At the same time, at this level, configurations such as electric seats and multi-function steering wheels are not worth mentioning, and the entry-level models of luxury brands are also sufficient.

On the surface, the actual price of the entry-level version of BBA’s competing products is concentrated at 350,000-400,000 yuan, which does not pose a big threat to Xinhuiang, but in fact, cars can be bought at this price, which is almost The price difference of 10,000 yuan cannot play a decisive role in comparing the difference in technological sense, brand value and high-end quality.

In addition, the entry-level price of second-tier luxury cars such as S90, CT6 and Driving assistance configurations such as adaptive cruise and active braking, corresponding to Xin Huiang's dual-clutch gearbox, traditional mechanical gear lever and driving assistance system only available in top-end models, should have a sense of high-end and technology, but this is not reflected.

Combined with the brand's disadvantages and the actual car price of around 270,000-290,000 yuan, Huiang's "high cost performance" label seems insufficient.

C level or B, where is the destination of Xin Huiang?

The brand is not enough and the value is not high enough. In other words, Xinhuiang’s discount range (dealer quotation) is just a routine operation to deal with the promotion of luxury competing products. If you want to establish an image of great value and cost-effectiveness, Its discounts need to be more sincere.

Instead of holding on to the value of C-class cars, it is better to consider the B-class market, such as Camry/Asia Dragon, Regal/LaCrosse, and their lives are good. Especially after the Passat "overturned", its image was seriously damaged and the discounts were relatively large. The actual car price has dropped to 150,000-230,000 yuan. In the price range of 230,000-260,000 yuan, new cars have actually been given to new cars. Hui Ang reserved his seat.

In addition, if Xinhuiang can launch 330TSI power in the future, the threshold can be explored further, but for now, its attractiveness and cost-effectiveness are not enough to make people smile.

As for the buyer group, according to the 2020 China New Car Purchase Intention Research released by Jundi, the influence of the brand on the final purchase has increased from 10 in 2016 to 18. The increase in sales of mainstream luxury brands also shows that It reflects consumers’ pursuit of high-end, high-end and petty bourgeoisie. At the same time, the influence of configuration has increased from 17 in 2016 to 43. People pay special attention to technology or safety functions such as full LCD instruments and active braking.

However, Xinhuiang’s entire series does not have a full LCD instrument, and mid- and low-end models lack driving assistance systems, which does not seem to match mainstream needs. However, users still applaud the low-key image, exquisite workmanship and comfortable rear seats.

For example: For friends who work in enterprises and institutions, luxury cars such as Mercedes-Benz and BMW are too high-profile, and they are unwilling to buy Camry or Passat. It seems more reasonable to choose Xinhuian, the "A6" with the Volkswagen logo. , but this demand is still too niche.

Summary: What do you think of this Volkswagen that wants to "go high"?

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