DS6 only sold 26 cars in March. Why did DS7 break through the brand?
Not long ago, DS7 was officially listed at the Beijing Auto Show, with a price range of 20.89-30.99 million yuan. , DS7 will undoubtedly become the key to the survival of the entire DS brand. Just look at DS's sales in the first quarter of this year to know how severe the situation is. The cumulative sales of all models in the first three months are in the early 500s! It can be said that it is quite "cold".
Looking at it now, the DS7 can be sold well, and it really means "saving the life." On the other hand, if the DS7 is still not selling well, Changan DS may have to consider the issue of “going to stayâ€.
The product is basically "put it well"
The DS7, to be precise, should be a replacement for the DS6, rather than appearing to be one level higher than the DS6 as described in "7>6". This can be confirmed by almost the same size, the same displacement of the engine, and similar official guidance prices.
The DS6 sold only 26 units in March. In this analogy, it seems that the expectations of the DS7 are “cooled down†– the same size, the same price system, the same brand, where is the DS7 stronger?
However, if we put the DS6 and DS7 together and ask anyone who is stronger, the answer should be no suspense - everyone will point to the latter.
Indeed, the DS7 is much stronger at the “attractive†level than the DS6. And all of these strengths are clearly catering to domestic consumer groups. For example, the value of the face, such as the sense of interior luxury + the sense of technology is being created. Even the hanging things that the average person can't see are replaced by the multi-links of the mainstream competing products because of the "public opinion pressure" in China...
I don’t know if it’s a “luxury brandâ€, but the DS7 is really playing the “luxury brand†routine.
The biggest controversy of the DS brand is indeed on the word "luxury" - self-styled luxury, want to be convincing, too difficult.
The past DS is not only a problem of "self-styled", but also insufficient support on the product itself. For example, the voice is called “luxury brandâ€, but the kung fu is limited to “interior materials†and “multiple bags of leatherâ€. Coupled with the "board hanging" of the whole system, of course, there is no shortage of rickets.
This time, this DS7, other aspects are not enough to be a luxury brand, but in terms of technology, this is basically a bit of a position.
For example, the engine and transmission in the three major parts. The engine is still the 1.6T, but the technology is improved and the stroke is continuously adjustable. 8AT transmission, at least not in the regular brand of the same class car. From the actual matching effect, it is indeed much stronger than the previous (DS6) combination.
In addition to the multi-links, the two top-of-the-line "magic chassis" can be considered as "luxury fan". The actual effect is definitely inferior to the magic chassis of the Mercedes-Benz S and the Audi A8, but the principle is the same. The probes are used to detect the ground conditions to adjust the suspension in a timely manner. It belongs to the active suspension of the electronic control class, and it is still full.
There are some details. For example, the front and rear headlights are not only simple as LEDs, but also the pursuit of luxury, but also make them "very smart." Shantou does not say anything, but the effect is still certain.
The pile of skins in the interior, the pile of screens need not be said. Although it can't be said that packing a pile of skin and putting a bunch of screens is equivalent to luxury, it is at least a luxury foundation. And from the many details of the craft, smell and interface, it also really "very luxurious."
The price is between ordinary and luxurious, and there is no problem in positioning.
Others always like to attribute the failure of DS to a vague positioning. In fact, DS has not been a problem in product positioning.
For example, the DS6 is positioned between a common joint venture compact and a luxury compact SUV. Is there a problem? no problem. The market lacks such products. The early Tiguan, and later the success of Angkewei and so on, is this.
The problem is that the previous DS products are really "too bad to get on the table."
DS5 does not have to say that too personality is not suitable for the volume. The DS5 LS, designed to be undesigned, has a sense of luxury and no luxury, and looks less compact than a first-line joint venture. The DS6 is the same - I think it's not as good as the Peugeot 4008 or the Tianyi C5 AIRCROSS. How can such a product support this brand positioning?
Obviously, the DS7 is completely different. In addition to the above, which is significantly stronger than the DS6, the DS7 is stronger (the configuration is better and the price is lower). This also means that the DS7 has the ability to play this "slit".
In addition to the brand, there is no regret for the DS7?
There is no doubt that for the DS7, the brand, and the channels it corresponds to, have become the biggest constraint on sales. Especially based on DS's current "extremely unpopular", its impact on DS7 is even "negative". That is to say, even if it corresponds to a brand new brand, and there are so many sales channels of DS at present, the terminal performance of DS7 may be much better.
In addition, DS7 is still not ideal for product positioning. For example, the rear space of the DS7 is not big enough. In addition, the powertrain of the whole 1.6T, although the performance is sufficient, but the "displacement is not big enough" is still difficult to meet the "psychological needs" of a considerable part of the mainstream consumer groups. After all, in the eyes of many people, "1.6T and 2.0T are not a grade." These will make it face high-end compact SUV (such as Tiguan L, Angkewei 2.0T, etc., which is actually the core competing product of DS7) is very disadvantageous.
Assume that when the DS7 is introduced, it can lengthen the body size, make the rear row to the level of Tiguan L, and then equip the engine with a larger displacement (at least 1.8T on the Tianyi C5 AIRCROSS). The final situation may be better than now. Much more.
Must comment summary:
The DS7 will become the best-selling model for DS without any suspense. In the view of Betfair, it also has the potential to become a life-saving straw for the DS brand.
However, suspense has always existed before the market finally gives an answer. It seems that although many people are not optimistic about the previous DS, but no one thought that the terminal performance can be worse than this. In this case, this DS7, which should be favored, is ultimately not impossible because of the "cold" of the DS brand.
Having said that, who should like this car should not be shot? On the product theory alone, the bacteria must think that the price/performance ratio is not a problem, and the guide price is already worth the shot. However, in terms of rationality, it is safer to observe half a year to one year - if you still belong to the "cold car", don't touch it.
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