Traditional Culture Encyclopedia - Hotel reservation - Economics of Automobile Design: The winner is the one who can stand up.

Economics of Automobile Design: The winner is the one who can stand up.

Produced? |? Bolang graphic zu

Words? |? Zhang Hailing

Recently, the topic of "Shanghai Celebrity Group" was shelved by an article about the official account of WeChat.

You only need the "membership fee" of 500 yuan, you can make friends with the "ladies and sisters" of Magic Capital, see the high-end life of "gentlemen" and get the resources to meet "financial giants". Do you sound touched? But how can a pie fall from the sky? That was not the case.

After joining the group, a "celebrity observer" not only failed to appreciate the high end of life, but also saw conversations that refreshed her three views again and again. Celebrities are on the way to find someone to compete for orders every day. Nowadays, they are looking for high-end afternoon tea with a starting price of several hundred yuan. Tomorrow is also a top hotel with thousands of dollars; I'm still looking for someone to rent a multi-million Ferrari the day after tomorrow.

This is the daily life of "celebrities", and it is similar to the life of "rich people" that ordinary people like me can imagine. They have only one purpose-to take photos and upload them to social networks to package their own images. I think they are aimed at a certain group of people, so as to create a "rich and beautiful" personal design for themselves.

In fact, there are people in the car circle. In order to distinguish them, I will call the people in the car circle "car group" below. In order to target a certain consumer group, many manufacturers have also set clear "car settings" for themselves, such as advanced, control, off-road, safety and so on. Such "car design" has also successfully made manufacturers circle a large wave of fans. After all, people's inherent impression will directly affect people's judgment on things.

However, many consumers don't know that many manufacturers have secretly changed their minds, and what's more, they are still selling their previous car covers after changing their minds. Let's get to know these "famous scenes" first, and then make further analysis.

As the first joint venture brand to enter China, Volkswagen's position in the hearts of Chinese people is definitely far higher than that of any other brand, and in terms of brand image building, Volkswagen is definitely the most successful joint venture brand in China market, without one.

If car owners are allowed to describe the public, the words "advanced", "heavy" and "safe" will definitely blurt out. My dad is also the owner of LaVida. The main reason for buying Volkswagen many years ago was because of these words. However, in recent years, Volkswagen has launched more and more special models in China, such as LaVida, Bora, New Jetta, New Santana and Langxing. Although this reduces the threshold for consumers to buy cars, it also reduces the brand image of the public, because there is a widespread phenomenon of distribution reduction.

Last year, following the crash test of China Insurance Research Institute, Tiguan L, Passat and other models successively "jumped off the street" and "reduced doors", breaking the rumor that public safety was excellent for many years. Now Passat's sales volume has changed from 20,000 per month to 1 10,000, and SAIC Volkswagen's sales volume has declined for nine consecutive months.

My understanding of Land Rover began with the play Dwelling House. Every line about Land Rover in the play depicts the "car setting" of Land Rover off-road, which hurts a lot. For example, "a bloody man wants to own a Land Rover", or "Land Rover is a man's leg, and you can't see it in the urban area. Once you are out of the city, especially on the mountain road, you will know it. " Therefore, in 2009, when the ratings of Dwelling House hit record highs, Land Rover's off-road vehicles became more and more solid in the hearts of consumers.

However, with the change of product strategy and the continuous decline of vehicle prices, the positioning of many Land Rover models has nothing to do with hard-core off-road. For example, Aurora, Xingmai and even Shenxing are not equipped with two-speed transfer cases, the central differential cannot be locked mechanically, and the front axle has no differential lock, which can only cope with moderate off-road at most.

Fortunately, Land Rover still retains hard-core configurations such as dual transfer cases and central differential locks on the new generation of guards, which is also the last dignity of off-road. However, the new generation of guards abandoned the beam frame (non-loaded body) that the guards said, and instead adopted an all-aluminum loaded body. Therefore, in 2020, you must never tell a Land Rover how powerful off-road is.

"Driving a BMW and riding a Mercedes-Benz" was once widely circulated and can still be heard today, but today's so-called "driving a BMW and riding a Mercedes-Benz" cannot be said to be completely unreasonable. Although the handling and movement cannot be visualized, we will miss BMW's "good driving" when we return to other cars after the experience.

However, the excessive pursuit of sportiness has also led to BMW's shortcomings in interior luxury and driving comfort. These shortcomings are particularly obvious after the market demand changes. After all, only a few consumers pursue extreme manipulation and exercise. So BMW started with the G-generation chassis and made great changes.

G28 (Series 3), which went public last year, caused a lot of dissatisfaction from bimmer. Its suspension has become softer, the steering wheel has become lighter, and the sense of extreme handling and communication between people and vehicles has dropped significantly. Simply put, driving is not that pure.

But bimmer, who is obsessed with pursuing pure driving, is only a minority after all. Most consumers who buy the 3 Series may just want a luxury brand sports car, which is comfortable, fashionable and occasionally passionate. From this point of view, G28' s vehicle design transformation is successful.

In 1980s, the demand for official vehicles in China increased greatly, but at that time, due to high energy consumption and unreliable performance, Hongqi brand cars in China were decided by the State Council to stop production, and the burden of finding government vehicles fell on FAW. Coincidentally, Audi 100, the predecessor of A6, was finally introduced into China.

At that time, the government departments thought that the image of Audi 100 was low-key, practical and high-grade, which met the standards of official vehicles. The first batch of Audi 100 was snapped up by government departments, which also opened Audi's "official car road" in China. In the next few decades, both government agencies and large and small companies will use A6 and A8 as business reception vehicles, and many home users will think that driving out will make people feel "background".

Nowadays, with the development of China automobile industry and the adjustment of government car policy, Audi's official car establishment is gradually replaced by red flag. Audi can only change the sleek and greasy style of official cars, and the brand sologan has also become: breaking through technology and enlightening the future.

After that, Audi began to continuously develop headlights and technologies, such as applying headlights with excellent brightness and high cold light efficiency to cars. For example, Audi A8L proposed a revolutionary full touch screen control concept and the most abundant driver assistance system at the same level. Therefore, after the official car, the lamp factory and technology have become synonymous with Audi, and it is still very successful at present.

What do you think of the above "famous scenery"?

In fact, there are two situations when a vehicle crashes. One is similar to the collapse of Volkswagen, which has brought great harm to manufacturers and broken the reputation established by manufacturers for many years. Rome was not built in a day, but Rome may also be destroyed in a day. Since the car closed down, SAIC Volkswagen's sales have been declining for nine consecutive months.

The other is the "crash" similar to Land Rover, BMW and Audi. Some models of cars have changed after the opportunity of modification or replacement, but these collapsed models have gained higher sales. For example, in September, Land Rover hit a new high in monthly sales since 2020, achieving a month-on-month growth for six consecutive months. Some media pointed out that the new generation of guards has increased the price by 654.38+ 10,000 cars. For another example, BMW has won the monthly sales champion of luxury cars for eight or nine consecutive months.

It's really strange that this phenomenon can still be mixed up after the car collapses. You see, once Zhai Tianlin's Xueba was broken, the camera no longer liked him. I think this is the result of BMW and Land Rover's loyalty to the market after the car crash. BMW is no longer stubbornly manipulated, Land Rover is no longer blindly playing cross-country, but has seriously become what luxury cars should be: luxurious, comfortable and a lot. This can not only harvest a group of users with inherent cognition, but also open up new markets.

There are no "car covers" in the world, and there are many imitators. It is not difficult to find that most joint venture brands that play well in automobile design can create "automobile design" that allows consumers to quickly identify themselves and attract specific groups. Seeing that they are kings, it is inevitable that outsiders will be jealous, and their own brands will wake up and learn from each other.

With the accumulation of car-making technology and experience, independent brands gradually shorten the gap with joint venture brands in product strength. However, the brand power of independent brands is still relatively weak, and even some consumers' cognition still retains the impression of "low-end" and "many problems".

Therefore, independent brands must have clear car settings if they want to successfully "plant grass" in consumers' minds and realize mental occupation. Self-owned brands have been making car covers in recent years, and they are frequently out of the circle. For example, Weilai's "Queen Car", Chery's "Technical House", Roewe's "Internet Car" and so on.

With the increasing demand of consumers, independent brands have been changing their personal settings. For example, in Weilai, the "Queen's Car" has been replaced by the "Haidilao" car service, because the "Haidilao" car service is more attractive to a group of consumers in line with its tonality than the "Queen's Car". According to official data of Weilai, Weilai Automobile delivered a total of 4,708 new cars in September this year, up by 133.2% year-on-year, setting a new record for brand delivery in a single month, achieving year-on-year growth for the seventh consecutive month since March.

It can be seen that automobile design has always been an evolutionary process from scratch to collapse.

Personal design is like a label. We like to put it on others, and others like to put it on us. Its purpose is to get to know a person quickly and permanently, just like Automobile Design, which has both advantages and disadvantages.

On the one hand, we can quickly find each other's characteristics in memory, but on the other hand, it will also make us form some stereotypes. Just like ipartment played Loura in Hu Yifei, she brought a character into life, and everyone's impression of her was relatively fixed, but it also affected her future career.

In fact, everyone is not one-sided, we are all complex individuals, and so are cars. BMW is not just about control, and Land Rover is not just about off-road. Once our cognition is fixed, we will filter out some real good cars when choosing, which will also encourage manufacturers to "become stronger" instead of "foster strengths and avoid weaknesses".

We can understand the manufacturer. After all, affected by the global auto market downturn and epidemic situation, the premise of building a good car is to survive first. However, as consumers, they should not only choose according to the "automobile design", but also need the demand in advance in stages, because in the China market, these are what manufacturers need, which are superior and slightly eliminated, and manufacturers also need to make changes on their own initiative.

* The pictures in this article are partly from the Internet.

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