Perhaps for adults who have lived in this world for a long time, "first love" is a child's game, but ask yourself, who hasn't felt this way? Just don't want to admit it. "The first love is infinitely good, just hanging up early", look, there are many kinds of sadness!
Of course. Harvard's first love will have an echo. For example, the headlight design of "Love Tears" and the name of "First Love" are very appropriate. After all, most first love is inseparable from tears. ...
After the lesson of "First Love Emotion", we can understand why Haval's first love can sweep the automobile market with one name. Whether it is bluffing or teasing, the name of the car with BGM is really easy to cause heated discussion. Harvard is now completely "laissez-faire" in the naming of new cars, but after the launch of new cars, the general sales volume has improved. From this perspective, Harvard has really made a thorough study of China consumers. Feng Shui, meaning and names have always been very popular among China people, and Harvard is just what he wants.
At present, the new car has been pre-sold, and Haval also decorated the first love with the unique body painting of scarf red and playground green. The four pre-sales models are named after the first edition, the second edition, the third edition and the fourth edition, and do not take the usual road.
With the slogan of "Young People's First Car", this model entered the entry-level compact SUV market in a bohemian way.
As the third model built by the Great Wall Lemon Platform, Haval First Love announced the product name from Beijing Auto Show to Guangzhou Auto Show, and started the pre-sale. Although it only took a few days, the unique naming of this car, the upgrade of family design and the transmission of lifestyle all let us see the transformation logic behind the product-getting rid of young people.
With a "shocking" name and an eye-catching design, can Harvard's first love spark with young people soon?
A good name is just the beginning. What challenges does Harvard's first love face?
The interpretation of the product strength of Harvard's first love can be seen everywhere on the Internet and is very detailed. You can refer to it In short, with Harvard's accomplishments in the SUV field, Harvard's first love seems to have no shortcomings in design, configuration, space, power, technology and intelligence. At least in the same class. However, can Harvard's first love rest easy?
Let's talk about the things behind Harvard's first love.
The first is the lemon platform. This modular car-making platform, which is said to be developed by the Great Wall at a cost of10 billion, has five super-intelligent strengths: advanced intelligence, super-extension, super-protection, super-efficiency and super-quality. You can also develop A0, A, B, C and D models. The products can cover SUVs, cars and MPVs, and are compatible with four kinds of power: efficient fuel power (ICE), multiple hybrid power (DHT, P2, P2+P4 series), pure electric power (BEV) and hydrogen fuel cell (FCEV). Excellent technical attributes and expansion ability, on the one hand, play a role in product quality, and more importantly, play a role in cost (price), which can quickly seize the market with the advantage of high quality and cost performance.
Followed by the lemon team. Unconsciously, based on the lemon platform, Harvard launched the third generation H6, Big Dog and First Love. The third-generation Haval H6 sold 22,852 cars in 1 1 month. Haval Dog 1 1 month sold 8,555 vehicles, up 22% from the previous month, and the outbreak potential began to appear. Haval's first love went public at the end of the year, and it is very possible for people who just need to buy for the first time to sell well.
It can be found that the products of lemon platform have formed a new product matrix of Harvard brand, covering three major market segments: mainstream SUV, urban off-road SUV and personalized SUV. The three cars are at odds, and they are also positioned as compact SUVs. In the future, they will jointly explore the incremental market space and achieve sales breakthroughs.
However, the above is the product strategy of Great Wall Motor, and whether it can be realized will have a lot of influence.
The target consumers of Harvard's first love are usually very sensitive to price. In the pricing of Harvard's first love, the pre-sale price of 8.9- 1 1.5 million yuan is not the cost-effective route that Harvard has always held high. First of all, from the internal matrix of Haval products, is it different from the second generation Haval H6, Haval H6 Sports Edition and Haval H6? Coupe, Haval F5 and Haval H4 have overlapping prices. In addition, there is the Haval M6 with four-wheel independent suspension, and the price is lower. Of course, the orientation and tonality of Harvard's first love are very different from these products, but in terms of competition, Harvard's first love can't completely bypass these "fellow brothers". In the case that China is still in the stage of car use instead of car maintenance, Haval's practice of "having more children and fighting" cannot avoid internal friction.
Secondly, the positioning of Haval's first love is very similar to that of Changan Auchan X5, which was listed not long ago. Although Changan Auchan's brand qualification is not as good as Harvard's, Changan Auchan X5? The starting price of 69,900 yuan is obviously much more intimate than Harvard's first love. Moreover, Changan Auchan is backed by the big tree of Changan. At present, the products are positive and will definitely become one of Harvard's first love rivals in the future. In addition, there are Geely Yue Bin /ICON, Roewe RX3, Chuanqi GS3, and even Skoda Komuk, Chevrolet Chuangku and other small SUVs at this price. Harvard's road to first love may not be so smooth.
Furthermore, Haval's first love is equipped with the old 1.5T turbocharged engine, which has the advantages of durable leather and low maintenance cost, but has the disadvantages of low torque, weak power and high fuel consumption. However, the good thing is that Harvard First Love based on the lemon platform has done a good job in lightweight. The weight of the car is about 1.4 tons, which may be able to get rid of the "oil tiger" hat.
Written at the end: as the saying goes, as long as the hoe jumps well, it is not afraid that the corner can't be dug down. No matter what significance and expectation the manufacturer has for the name of Harvard's first love, it is successful at present, at least it will be remembered with great probability. From the product level, there are almost no shortcomings in its design, configuration, space, power, technology and intelligence. Obviously, I also hope to give young people a sweet feeling like "first love". But it can't be used to determine the future market performance of Harvard's first love. At present, Harvard's first love has both "internal worries" and "external troubles", especially without the killer weapon of price, will the perfect "first love" really exist? We will wait and see.
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.