AutoBeta(AutoBeta.net)04/09 Report--

Recently, since Tesla started the first shot of big price reduction at the beginning of the year, many car companies have participated in the price reduction. Entering March, with the hot automobile price reduction activities carried out in Hubei, the domestic automobile market also appeared a price reduction upsurge. According to incomplete statistics, up to now, more than 50 automobile brands and more than 100 models have started price reduction subsidy measures.

April 7, according to Xingtu car Taobao flagship store shows, Lingyun series models are launching preferential subsidy measures, the highest discount up to 28000 yuan. Among them, Lingyun model discount range is 25000 yuan-28000 yuan, Lingyun S discount range is 28000 yuan. It is understood that this activity is the biggest discount since the listing of Xingtu Lingyun, and it is also the first time to sell the whole vehicle online on the e-commerce platform.

Relevant information shows: 2023 Xingtu Lingyun was launched on September 6 last year, with 5 models launched at a price of 1479 - 182,900 yuan. The new car provides 1.6T and 2.0T power. Lingyun S went on sale on April 19 last year, launching two models, Super Pro two-wheel drive version and Super Pro four-wheel drive version. The price range is 1599 - 169,900 yuan. The official publicity is "track-level performance SUV". In terms of power, Lingyun S is equipped with 2.0T engine, maximum power 261 horsepower, peak torque 400N·m, transmission system matching 7-speed dual clutch gearbox.

For the new car just listed soon, launched a big price reduction campaign. "New cars can only be rebuilt after new cars are sold," the official response said."Never let Chinese cars run out of surplus grain." The deputy general manager of Xingtu Marketing Center also said: "The consumers on Tmall are the most consistent with our high net worth user portraits, and this attempt is also a major innovation combining online and offline models." We strive for a price that allows consumers to buy cars at ease and use them at ease.

It is worth noting that the sales volume of Lingyun models has not been ideal since their launch. Relevant data show that the latest sales data of Lingyun cars in February this year is 220 vehicles, and the monthly sales volume of Lingyun in January is 902 units. February sales fell nearly 90 percent from 2201 in December, which seems to explain why new cars are also offering discounts, or hoping to boost sales of the model and reverse sales declines.

Relevant information shows that Xingtu Automobile was established in 2018 as a high-end brand owned by Chery. At present, Xingtu Automobile has a variety of models such as Moon, Wind, Lingyun, Wind ET-i, Yaoguang, etc., covering compact, medium-sized, medium-sized and other levels. However, except Xingtu Yaoguang, the sales data of other models are in 2 digits. As the key strategy of Chery Automobile to impact high-end brand, Chery Automobile has applied almost all advanced technologies to Xingtu Automobile. Xingtu Lingyun 400T has won the "5 items first" of linear acceleration, fixed circle winding pile, rain road braking, elk test and performance comprehensive competition in CCPC professional station of China Mass Production Vehicle Performance Competition in 2021, and became the overall champion with 6.58 seconds of 100 km acceleration. From a technical point of view, Xingtu's products seem to have bright spots, but sales have been unsatisfactory.

When Xingtu TX/TXL was launched in 2019, Chery Yin Tongyue once proposed that the annual sales target of Xingtu brand should strive to reach 100,000 vehicles. However, the data show that 14,000 vehicles were sold in 2019, 18,000 in 2020 and 37154 in 2021. In 2022, in order to increase sales volume, Xingtu Automobile put forward the goal of "realizing Double breakthrough in four dimensions of brand sales volume, channel, brand power and profit on the basis of 2021". However, according to new data, sales of Xingtu cars in 2022 were 51142, up 37.6% year-on-year. Although the data is constantly climbing, it still has not reached the goal of Chery Yin Tongyue in the early years.

As an important part of Chery Automobile's impact on the high-end market, Xingtu Automobile gradually falls behind in market sales volume, which may have something to do with the lack of brand advantage. Although many models were launched, they did not accumulate good reputation and popularity for Xingtu. In addition, brand accumulation is not an overnight thing, it is not easy to extend upward. For the development of Xingtu Automobile, some insiders pointed out: At present, the whole industry independent brand has accumulated technology, market, etc., but the high-end route still needs time. Compared with WEY and Linkages, which have Haval and Volvo brand endorsements respectively, there is still a certain gap in the brand strength of Xingtu. Whether it is product strength or marketing, Xingtu has a long way to go.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat