Figure | Source Network
Although MG? ZS has performed well in the small SUV market, but MG has always lacked a model that can open up the situation in the compact SUV market. At present, if China brand wants to gain a firm foothold, it must have a compact SUV "explosive" model.
In fact, the MG brand launched MG? It's not too late for him. With the rising trend of SAIC passenger cars, MG? HS has a chance, but judging from the performance of this car after listing, too much emphasis on sports positioning and relatively high pricing strategy has affected its performance to some extent.
In this regard, the MG brand has made targeted adjustments in the brand strategy upgrade, as a MG? For the redesigned model of HS, MG Pilot not only changed the way that MG brand used to be named in English or numbers, but also upgraded the product design language and configuration, and the pricing was lower than that of HS, making it more people-friendly.
1October 27th 10, MG Pilot was officially launched, and * * * launched seven models at a price of 99,800 yuan-159,800 yuan, compared with MG? HS？ In the pricing range of 109800- 169800 yuan, the pilot pricing is more "in one step". The MG brand has also introduced a series of preferential policies for car purchase, including lifelong free basic maintenance, replacement subsidy as high as 65,438+05,000 yuan, lifelong free basic traffic and three-year entertainment traffic, and zero down payment/zero interest rate/zero monthly financial gift, further enhancing the "cost performance" of new cars.
Regarding this car, Sean, deputy general manager of SAIC's data business department, chief digital officer (CDO) and marketing executive director of SAIC Passenger Car Company, once said that adopting a brand-new Chinese naming method is actually part of MG's brand upgrading strategy, hoping to establish contact with China consumers in a way that they are more accustomed to. In the future, all new products of MG brand will adopt a "one-step" pricing strategy to reduce consumers' repeated price comparison at the terminal.
At the same time, the name also pinned the expectations of the MG brand for this car. Sean has expressed the hope that MG Pilot can achieve the "pilot" in sales volume in the compact SUV market segment, and hopes that the car can establish some new standards.
In order to distinguish it from its rivals, MG brand has played the banner of "the second generation" SUV model of China brand. In MG's view, the first generation SUV of China brand relies on "originality", such as Roewe RX5 listed on 20 16, while the second generation SUV relies on "real kung fu", which comes from strong customer perception, mainly from the sense of quality of three sets.
Therefore, among the "three big things", MG has made great efforts in piloting. In terms of power, the new car is the first SUV with SAIC Blue Core 2.0 technology, 2.0T? Trophy high-performance turbocharged engine and MEGA? Technology? 6-speed wet DCT gearbox, the maximum output horsepower is 23 1Ps, the maximum torque is 370n·m, it breaks 100 meters in 7 seconds and stops at 36 meters, which is in line with its sports SUV positioning. MEGA？ Technology? 1.5T high-efficiency engine with MEGA? Technology? Compared with the old model, the 7-speed wet DCT gearbox has improved ride comfort.
In terms of appearance, MG Pilotage adopted the third generation family design language "Combustion Technology Aesthetics" of MG brand, with lower front face and stronger sense of movement. The whole system comes standard with full LED headlights, equipped with Trophy sports kit, and also introduces the color of "Cybergray", which is made by the patented Chamepasin color paste technology of BASF's unique "vertically arranged chip structure" in Germany. Color changes with the angle of sight and light. On the front, it is gray, blue and silver, with moderate brightness, and on the side, it becomes warm purple.
In terms of configuration, it highlights the advantages of SAIC in intelligence, L2.5? All-in-one upgraded intelligent driving assistance and zebra Venus intelligent driving system are standard, which makes the intelligent level of the car have certain advantages in the same level, and the last round of sales growth of SAIC is precisely because it has stepped on the development trend of youth and intelligence, so MG Pilot's performance in this respect is guaranteed.
On the whole? The pilot of MG reflects the sincerity and strength of the brand. Previously, the market's acceptance of positioning sports funds was also increasing, and sports funds were no longer a "niche choice". This is Chang 'an CS75, which is as radical in appearance. The sales of PLUS can be seen, but the navigator has to face fierce competition in the compact SUV market.
After entering the stock stage, in addition to product strength, brand awareness, service level, user experience, marketing and so on. It has become an important factor for enterprises to win in the competition. Compared with several top-selling China brand models, MG's brand awareness may need to be further improved, which is also one of the key points of this round of brand promotion of MG brand.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.