Are Weilai, Ideality and Tesla Luxury Cars? How much is a luxury car?

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What is a "luxury car"?

In the 1920s and 1930s, Mercedes-Benz cars from Germany were called luxury cars on the streets of Shanghai. By the 1990s, the car had just been released, and the price of a Pu Sang exceeded 200,000 yuan, which was a veritable luxury at that time.

In 2020, the luxury car market will lead the passenger car market with a score of 10%, and the annual sales volume will reach more than 3 million vehicles. In the first month of this year 10, the cumulative sales of BBA three companies were all at the 600,000-vehicle mark, and it is estimated that the annual sales will exceed 700,000 vehicles.

Luxury car market has never been so prosperous, and the concept of "luxury car" has never been so vague.

At that time, there were 200,000 people in Pu Sang, but today there are 200,000 people? BMW X 1 This "luxury car" has gradually lost its consensus.

- 1-

In this year's luxury car sales statistics of 1 1, there are inevitably some embarrassment.

Instead of using "luxury cars", the Federation used the more rigorous term "high-end cars". In terms of statistical standards, listed models must meet the official guide price of at least 300,000 yuan.

There is a contradiction here: the BMW 3 Series with an entry guide price of 293,900 yuan missed the list. I bought 65,438+027,000 units before the 65,438 438+ 10/0 month of Series 3. This product is very important to BMW in terms of sales support and brand reputation, but it was deleted from the luxury car list. Many fans believe that the 3 Series is the soul of BMW.

On the contrary, the Audi A4L with a starting price of 305,800 yuan meets the standard, and the sales volume of luxury cars is the runner-up this month.

But as we all know, the entry-level price of A4L terminal has reached about 230,000 yuan, which is lower than the terminal price of series 3.26 million yuan. Who is closer to the definition of "luxury car" than the two cars?

Unfortunately, the price in official website is clear, but the terminal price changes from time to time, so it is difficult to make statistics. It is also very difficult to take the bus association as an example: is it necessary to reduce the statistical standard to 290,000 vehicles that are neither fish nor fowl just because the 3 Series is a car? What is the basis?

Further: 300,000 can't be used as a standard for dividing luxury cars?

Further: Is price really the only criterion to distinguish luxury cars?

-2-

The embarrassment of these two questions is even more embarrassing when it comes to the luxury SUV list.

In the luxury car rankings, it is reasonable for Hongqi H9 to be classified as a luxury car, regardless of its starting price of more than 300,000 yuan or its history as the highest-level executive car in China.

But on the SUV list, Volkswagen Touran, Li ONE and Weilai ES6 suddenly appeared.

Directly triggered netizens to question: Are Weilai and Ideals also luxury brands?

Like the car list, the statistical standard of luxury SUV list is also the starting price of 300 thousand yuan.

This is the Tesla model? As the most concerned model this year, it was removed from the list for the same reason as the 3 series.

Weilai ES5 and Li ONE are both luxury cars. Are they Tesla models? 3 is not reasonable?

No one is unaware of the brand value behind these models. For example, Li Bin said that "the price of Weilai Automobile is between 300,000 and 400,000 yuan, and our users are not a group with Tesla", and Musk responded from a distance: Your share price is only one tenth of mine.

240 thousand models? 3.GLA, X 1 and Q3 are about 200,000, and a logo is worth hundreds of thousands, either relying on a global brand with a hundred years of technology accumulation or relying on cutting-edge brands to play on Mars.

However, on the one hand, they contributed a lot to the annual sales of 3 million vehicles, but on the other hand, they were unknown and were not recognized as luxury cars. This is the embarrassing situation of "entry-level luxury cars".

It can be seen that it is not convincing to divide luxury cars by brand. Which is more luxurious, Volkswagen Phaeton or BMW X 1? There is no doubt about it.

But the most worth discussing is, can Weilai ES5 and Li ONE, which have neither brand accumulation nor technical myth, really be called luxury cars?

-3-

What is a luxury car is an old-fashioned question, and it is not a new problem in the era of smart cars. This is because the word "luxury" itself is a rather vague concept.

For example, some people think Rolls-Royce and Bentley are luxurious, while others think that the BBA with more than 300,000 yuan is luxurious. However, the general consensus is that vehicles with more than1100,000 are called "ultra-luxury cars" or "luxury cars", and vehicles with a price of 300,000 yuan are high-end cars or high-end cars, which are also called "luxury cars" in popular spoken language.

This idea is still the idea of grading by price.

The question is: if the price is not used, what should be the standard of luxury cars?

Others say that luxury cars must be V6 models with a displacement greater than 3.0 liters. This statement comes from the "luxury car" entry of Baidu Encyclopedia.

However, this heroic theory based on displacement is really old.

At present, BMW 7 Series is a D-class car, Volvo XC90 and BBA C-class cars are equipped with engines, and some people have specially counted the "2.0T effect" of luxury cars. Mercedes-Benz E-Class has dropped to 1.5T power. Who can say it's not a luxury car?

The decline of large displacement engines depends on increasingly strict emission regulations, which is the general trend. Not to mention V 12 or W 12, even V6 will gradually disappear in the long river of history.

The rest, such as the view that rear drive and four-wheel drive are luxury, will certainly attract many technical fans to quarrel, but it turns out that luxury brands have their own preferences and history, and "no luxury without rear drive" is just an advertisement from the standpoint of a single brand. Audi has only front-drive and rear-drive cars, while Volvo and Lexus even have front-drive cars.

You can say "no exaggeration, no Audi", but you can't deny that a 45TFSI dynamic A6L with a landing of more than 400,000 yuan is an out-and-out luxury car.

All the concepts went around, and finally the "luxury car" returned to the price.

-4-

Think of an older example that still applies today: the competition between General Motors and Ford.

1March, 908, the first Model T car was born. Ford's philosophy is to produce cars with uniform specifications and low prices, so that everyone can enjoy the convenience brought by cars and realize scale and standardization. The assembly line car changed the world like this.

However, when Ford Model T became popular all over the world, Si Long, the master of GM management, did the opposite: differentiation and subdivision, in order to individualize against Ford's standardization.

We all know what happened afterwards. 1928, GM defeated Ford and stood on the throne of the world's number one car sales. There are many reasons for this. The American auto market is changing. General Motors adopted auto financing, while Si Long adopted market segmentation and multi-brand strategy.

Here comes the point: in Si Long's market segmentation and brand positioning, the core of his thinking is not to position the product first, but to position the price.

Si Long combed the acquired brands and finally decided to produce only six models, and set the price range for these six models:

1.450-600 USD

2600-900 dollars

3900- 1200 USD

4, 1200 USD

5 1700-2500 USD

62500-3500 dollars

The meaning of this story today is no longer "plagiarism", because the enterprise has already done so.

At present, the mainstream view is still to emulate Si Long, and product positioning and market positioning are not the same thing. Find someone first, then make the product. The distinction between consumer groups is essentially the distinction between consumption power.

When the division of A-class cars, B-class cars, C-class cars and D-class cars is far from being measured by wheelbase, various leapfrog and crossover models emerge one after another in the stock market. Similarly, it is no longer power, driving style or even brand family that distinguishes luxury cars, but price can only be used as the only convincing way to distinguish them.

300,000 yuan, barely became a luxurious vernier caliper.

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