As time goes by, with the demand of domestic consumer market changing to the refined and personalized direction, many OEMs choose to introduce more models to meet consumers' purchasing needs. Under this opportunity, Kia Barry, known as the "Korean version of hegemony", is about to come to domestic consumers with a brand-new look. According to the registration information of the National Patent Application Office, Kia brand-new Barry has completed the information registration and will continue to introduce it into the domestic market in the form of import in the future.
Price positioning point for calibrating brand value
In recent years, with the continuous decline in the overall sales of Korean cars, the development of Korean cars in the China market has been blocked frequently, and Kia is one of the most affected brands. Data show that the sales volume of Dongfeng Da Yue Kia has been declining for several years. According to the financial report released by Da Yue Investment, the company lost about 384 million yuan in the first three quarters of 2020. The main reason for the loss was the decline in sales of Dongfeng Da Yue Kia invested by it.
Perhaps because of the continuous decline in sales volume, Dongfeng Da Yue Kia increased the launch of new cars, but it also exposed the disadvantages of chaotic positioning of brand models and lack of flagship products to play the role of brand price anchor. Looking back on KIA's product line, it is not difficult to find that from small car K2 to medium car K5, small SUV? KX3 to medium SUV? KX7, then to Huanchi, Zhipao, KX5, Souranto and KX7, we can see that Kia is intentionally enriching its product line, but it is always difficult to see a master of Kia's cutting-edge technology, so as to play an anchoring role in brand value.
As a result, the brand values of Dongfeng, Da Yue, Kia and even the whole Korean cars are greatly reduced. Spare no effort to launch cheap cars has indeed played a role in alleviating the decline in sales, but this practice is at the expense of brand value. The launch of KIA Barry can play a very good role in enhancing brand value. It is like the anchor point of KIA brand value, and with cutting-edge technology, it reawakens the product advantages that Korean cars have not shown in recent years.
Cutting-edge technology evokes good memories
As a medium and large SUV, Kia Bari's design is also very imposing. The front bumper is decorated with silver-gray chrome, which makes it look more exquisite and fashionable. The overall feeling is not only domineering and tough, but also a little fashionable and exquisite. The design of the rear part is full of fighting power, and the internal structures on both sides of the penetrating taillights echo the front lights. Moreover, the exhaust ports on both sides and the silver fender decoration make the whole rear look wild.
Inside the car, Kia Bari's interior design is also very luxurious. The car adopts black, yellow and brown double-color stitching design, covering a large area with soft leather. The center console has a rich sense of hierarchy and technology. The center console area and the interior of the door are decorated with wooden decorative panels, silver decorative strips and black piano painted panels, creating a more mature and stable interior atmosphere. The car is equipped with a four-spoke multi-function steering wheel, an embedded central control LCD screen and a full LCD instrument panel.
In terms of power, as a hard-core SUV, Kia Barry is expected to carry 3.0T? The V6 diesel engine has a maximum power of 260Ps and a maximum torque of 560 N m. The new car will be equipped with an eight-speed automatic manual transmission. It is worth mentioning that, like many hard-core SUVs, Kia Bari will adopt a non-loaded body structure. It also provides six driving modes, including normal, energy-saving and sports, gravel, mud and snow modes, and a low-speed four-wheel drive switch. After the new car goes on the market in the future, such a hard-core configuration foundation is likely to get good market performance.
Competitiveness analysis:
Trading price for quantity is a marketing strategy that Dongfeng Da Yue Kia has to adopt in recent years. Although it can boost sales to a certain extent, the brand value is getting lower and lower again and again. A flagship product is launched in time, and the car has a good product strength through a series of cutting-edge technologies. This is exactly the strategy adopted by KIA to boost brand value, and the success of this strategy depends on the market performance of KIA Barry after its listing in the future. Judging from the current product strength of the car, the car has a design advantage that is not inferior to most competing products at the same level, and maintains the strength of a hard-core SUV in terms of power. It is believed that with the return of this car, Kia's development in the domestic market will be improved to some extent.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.