Vernacular sankei: What is the relationship between Tesla and Lectra?

In mid-August, after participating in the test drive of LECK 05 "forza motorsport Going North", the author actually decided to write an economic and trade manuscript, which was not schizophrenic, but felt that there were many things about LECK that were more worth sharing with readers than the product experience. Of course, at the end of the article, I will also share some dry goods about the test drive of Lectra 05 for everyone.

What does Tesla have to do with Rick anyway?

By rights, it really doesn't matter. However, after the test drive meeting of Lectra -05, many good news shared by Lectra's leadership reminded Tesla's vernacular industry for the first time. From the following three perspectives, Tesla and Lectra are really "the same".

Love to brag?

Maybe it's because he is used to speaking freely on Twitter. Musk's image as a "braggart" has a long history, ticket evasion is a common occurrence, and delisting and privatization have also become an old-fashioned old terrier, but remarkable achievements have indeed turned from tweets to reality in nine cases out of ten.

There are some things that Musk didn't brag about-not to mention far away, that is, under the severe influence of the downturn in China's auto market and the global epidemic, most car companies are setting up stalls in "sorrow everywhere", Tesla mode? However, the delivery volume has exceeded 10,000 for several months.

The wolf turned into a sheep? Can foreign monks recite scriptures? I hate to admit it, but it's an established fact.

Of course, Tesla is not the only one who has achieved good growth against the trend in the China auto market, and Lectra is one of them.

"Kelin 05 has been on the market for three months, and has received orders for 1.7 million units, of which 1 10,000 units have been delivered."

"In the case of a 22% decline in the overall automobile market, the brand1-increased by 8.7% in July."

"As of the end of July, Lexus, which was delivered less than three years ago, has exceeded the sales mark of 300,000 vehicles."

After the success of Chen Siying, the deputy general manager of Link Auto Sales Company, the momentum of Link against the trend was fully revealed. Tesla and Lectra have indeed achieved a contrarian growth in sales, and their attitudes tend to be consistent on the topic of "stamina".

Tesla delivered 65,438+07,965,438+00,000 vehicles in the first half of this year. According to the sales target of 500,000 vehicles, the annual target completion rate is only 35%, but the confident Musk does not intend to lower Tesla's annual sales target. Second half of the year, American model? Y and domestic lithium ferrous phosphate models? 3 will be the main driving force to help Tesla change from "bragging" to "real cow".

"In the strategic planning of the Group, Link will be a brand with sales volume of 1 10,000." Linklater's bragging annual sales directly doubled Tesla's 500,000 vehicles. In the long run, Lectra will "start" all market segments such as cars, SUVs, MPVs, fuel, hybrids and pure electricity.

"At the Beijing Auto Show in the near future, Lectra will officially announce the new energy strategy. At that time, you will see the PMA pure electric building and brand-new concept vehicle jointly built by us and Volvo. Next year, we will introduce the first pure electric vehicle to the market. " On the eve of lectra's products blooming in an all-round way, Chen Siying is full of confidence in the ultimate goal of millions.

500,000 vehicles this year and 6.5438+00,000 vehicles in the future. Tesla and Lectra, who are "bragging", are still waiting for time to answer.

Created a unique user portrait.

Weilai, a "user-oriented enterprise", has made great contributions, pushing the concept of users to the forefront of public opinion in the automobile circle. Interestingly, in the era when almost all car companies are paying attention to users' "conformity", Tesla has played a proud role and made a perfect "retrograde".

Recently, a case of "stepping on" users has aroused heated discussion. I don't care at all whether Pinduoduo destroyed the direct selling model pioneered by Tesla. I just want to know if the car company subsidized 20 thousand yuan to help a car company sell cars, but the car company pushed the prospective car owners out. After such a suffocating operation, does that "countryman" still want to spend the rest of his life in that "five-star hotel" ...

Previously, due to frequent price increases and price cuts, and prior publicity was not in place, many Tesla owners said that "buying a car is more exciting than buying stocks". Looking back, Tesla's own price adjustment is more than 20,000, and I don't know how many times it has been adjusted. Compared with most colleagues, when we are eager to get some official replies from "anecdotal stories", Tesla China's contacts always pretend to be invisible, let things get worse, and wait for the reply from the American leadership department that is more than half a beat slow (usually 2-3 days, but never give a reply) before making a statement. In an era when a large number of consumers don't even read text messages, but only read WeChat, how do you guess Tesla contacted users who are eager to deliver? Mail!

To sum up, there are too many examples of Tesla's "retrograde". This brand, which only relies on products and often has a lot of quality control to attract "geek" users to pay, has indeed created an unprecedented typical consumer portrait-vegetables, and has a very good relationship with eggs and shrimp.

Of course, Link does not contact users by email, but uses Link APP. According to official data, there are more than 900,000 registered users of Lectra APP, including more than 300,000 existing car owners, and another 600,000 are potential car owners or users who pay attention to and participate in Lectra brand activities, with daily activities exceeding 60,000. During the epidemic, Kline APP became a sharp weapon for online order conversion. In daily communication, APP also became Kline's base camp to quickly understand users' first-hand opinions. More than ten product improvements of Kelin 0 19 are entirely due to listening to users' voices.

Who is the hardest car to sell to? The answer of economic experts is post-90 s! The report shows that the post-90s generation did not have enough savings in 800 yuan. Maybe buying a house drained them, so 80% of them don't have a car at present. However, it is not difficult for Ke Ling to sell his car to the post-90s generation. Take Ke Ling 05 as an example. Among the delivered orders of 1 0,000, the post-90s car owners account for as much as 48%.

An interesting question is: it is really hard for such a group of young users who are keen on online communication to imagine how TAs chose to buy a car before the emergence of the brand; And with the emergence of Rick, a man named halo? MAN's user base was thus created. Yes, Rick actually named the fan group. ...

Traditional car companies are keen to study the portraits of target groups, while some emerging car companies, such as Tesla and Lectra, are building their own fans with extremely unique and distinctive brand connotations and product images, which is the source of their sudden emergence. Of course, compared with Tesla's extravagant worship, it can still achieve a perfect monthly sales of 10,000 for the time being. Is Ke Ling fully operating Halo? Man Group's good intentions can obviously achieve sustainable development.

They are all luxury brands that don't take the usual path.

In my opinion, creating a differentiated brand and product image is the only way to compete with many "century-old stores".

Tesla is defined as a luxury brand because of its top-down product planning and the ability to break the traditional technological innovation. More importantly, ten years ago, the manufacture of pure electric vehicles itself was unconventional.

From Roadster, which was first quietly displayed in Times Square in new york, to Model, which represented the highest performance level of pure electric vehicles at that time, it won the attention of American upper class. S and a car that earns eyeballs by dancing gull-wing doors? X, to the world's leading autonomous driving technology and amazing CyberTruck, Tesla's sense of luxury is conveyed to the outside world through high performance, high innovation and high pricing.

Our predecessors planted trees, while our descendants enjoyed the cool. Modeling today? 3 and the upcoming models? Y, enjoy the high premium of luxury brands. With a domestic model of more than 270,000? 3. Take the upgraded model with standard endurance as an example, its manufacturing cost is less than/kloc-0.9 million yuan, and its gross profit margin is nearly 40%-isn't it leek? Still say nothing? The gross profit margin of this kind of bicycles is more than twice that of ABB mainstream luxury brands.

In the circle of luxury brands, Tesla did gain a firm foothold, but the manufacturing cost was extremely low. What was sacrificed? I hope the vegetable gentlemen will think twice. ...

If Tesla is engaged in luxury from top to bottom, then Lectra is the main force in the high-end development of China brand; Tesla stands out with the uniqueness of kinetic energy conversion, while Lectra quickly became popular among many joint venture brands with an unusual foreign flavor.

Ke Ling's foreign flavor is comprehensive and unique. Played and distributed overseas, from Berlin, Germany to Amsterdam, the Netherlands, and then to the foot of Mount Fuji, Japan, there are traces of Lectra; It is even more common for Lingke to launch his car into the international fashion show. Link Mall's convertible goods are also top fashion goods. Of course, the most important foreign flavor comes from the product design of Lectra, and each model has enough recognition.

Kelin's westernization and high-end personality really touched consumers effectively. Up to now, the average selling price of Lectra's terminal has reached 6.5438+0.56 million yuan, which is already in the price competition range of mainstream joint venture brands, and the average selling price of Lectra 05 is as high as more than 200,000 yuan; From the perspective of major sales cities, Kelin's development in first-and second-tier cities is particularly prominent. From June 5438 to July, Kelin brand achieved a year-on-year growth of 28% in Beijing-Tianjin-Hebei region, among which Beijing achieved an ultra-high growth of 65%.

I'm afraid this is also the fundamental reason why Kelin blended fashion, sports and personality into luxury goods, and made the differentiation to the extreme, so as to stand out in the upward movement of many China brands such as WEY and Xingtu.

Attachment: Experience of Kelin 05 test drive (dry goods only)

There is a unique "tune" in the design of the Lingke family, which has been adhered to in 2005 and made a breakthrough. Among them, the most impressive ones are the daytime running lights with distinct texture and the energy matrix taillights with high recognition. P.S. coupe's slip back shape is the killer of 05, but it doesn't mean that the head space in the back row is squeezed.

The interior is exquisite in workmanship and exquisite in materials. On the inner surface of matte suede leather with delicate touch, double rows of red stitching with comfortable density create a sense of high quality; The color of ambient light supports RGB stepless adjustment. Choose an ambient light color that suits your current mood, which reminds people of AlienwareCommand? Adjust the ritual sense of the keyboard light setting in the middle.

In terms of the choice between grip performance and tire noise suppression, Kline 05? The AWD top model chose the former. Goodyear F 1? SUV tires (235/45R20) do provide excellent grip on rainy roads. With the strong support suspension, the sporty adjustment of Kelin 05 ensures the absolute stability of the car body when it is driving on wet roads, but the tire noise when driving at high speed is also something that drivers, especially rear passengers, can't ignore.

Under the CMA platform, the T5 engine is matched with Aisin 8AT transmission, and the Lectra 05 can meet all the challenges in daily driving only by comfortable driving mode. Bogwarner's fifth-generation four-wheel drive system ensures a very reasonable four-wheel power distribution in off-road mode; The electronic gear lever is not set to the S position, and the power mode gear lever is pressed twice to quickly adjust to the sports mode. At high speed, the feeling of pushing back is still strong, even when the fuel is collected, the power recovery feeling of the strongest gear of the electric vehicle also reflects the radical degree of the shift logic of Link 05 sports mode on the other hand.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.