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It is time to start discussing whether to redefine luxury.

Now,Audi、Benz、BMWAs the prices of traditional luxury brands gradually drop, and more and more new brands are becoming more expensive, many discussions still use the traditional luxury brand statistics model. So can we start discussing what the standard of luxury cars is and whether we can redefine the definition of luxury cars now?

As usual, the dog head saves life:

There is no relatively strict positioning for luxury brands. In English, there is Luxury Brand, which is more inclined to luxury brands and luxury brands. There is also Limousine, which is more directly directed to luxury cars rather than covering the entire brand.

Nowadays, various automotive vertical media are increasingly using statistical classifications based on luxury brands, and are more often using joint ventures, independent brands, or prices, uses and functions.

If we take price as the starting point, the topic of "whether to redefine luxury" seems to become easy to discuss.

Hongmeng Intelligent DrivingIts car models,QJM7、QJM5、SmartS7The minimum guide price is 249,800.QJM9The model has a minimum suggested retail price of 469,800 yuan, and its sales have exceeded 15,000 units for three consecutive months.

The same is true for ideals.Ideal L6The lowest recommended price is also RMB 249,800.Ideal L9The lowest guide price is 409,800 yuan, and its sales volume has exceeded 6,000 units for three consecutive months.

NIOLikewise,NIO ET5The minimum guide price is 298,000 yuan. Even if you buy a car by leasing the battery, it is almost the same asAsk the worldThe pre-sale price of the NIO ET9 sedan has even reached 800,000 yuan.

The key point is that these brands do not have much terminal discounts, or as they call them, benefits.

In contrast, Audi, BMW, and Mercedes-Benz have recently frequently appeared on the social news hot list with their low-priced models. Although the models in the news are all entry-level models, the middle-level executive models are basically the same as those of Wanda, Ideal, and Weilai in terms of terminal price; in terms of sales volume, they are almost the same.

Therefore, there are fewer and fewer platforms and articles that use "luxury brands" to classify data statistics, analysis, and discussion. In the content analysis of organizations such as the China Passenger Car Association, "traditional luxury brands" are also used to appropriately refer to the analysis objects.

In a previous discussion about luxury brands, there was an article that concluded that I agree with, "Luxury brands are defined in many ways, involving quality, value, culture, design, innovation, service and many other aspects."

Audi A3、Mercedes-Benz A-Class, the former BMW 1 Series, even if it was sold at a low price, still had the brand power, service system, historical accumulation, technical capabilities, and automotive culture of the entire brand behind it. When the Audi A3 and Mercedes-Benz A-Class were just launched, the products themselves could still be seen and experienced as being more advanced than ordinary joint venture models. According to the recommended price at the time of launch, they were also worthy of being called the "tail of the phoenix".

There is one thing that many people have not realized yet. Even if you buy an Audi worth hundreds of thousands of yuan, you can still enjoy high-standard service and environment when you go to a 4S store for maintenance. Although the customer service may not be as good as before, the comfort of the environment and the professionalism of the service are better than the after-sales service of many new brands. Many brands that have risen in price have not had time to do their homework on the establishment of after-sales experience.

In terms of brand premium and culture, the core point is still the sense of value, which in our common saying means having status and appearance. In the current era of electricity, the gap in hardware is easy to narrow, but the soft power in adjustment, design, and brand promotion cannot be solved in a short time.

Two cases are discussed here.

TeslaWhen it first entered the Chinese market, it was classified as a luxury brand, mainly becauseModel SThe price and parameters of the models have reached luxury standards. But if you look at Tesla's showrooms and after-sales service, some aspects are even inferior to ordinary joint venture brands.

Weilai itself has not said much about its luxury, and rarely incorporates Weilai into luxury brands in various publicity, but it has achieved the super high standard of "Haidilao in the car industry" in terms of service. I personally have a flash of thought that Weilai should not be a Ledao, but perhaps try to be a more luxurious brand, and the service can support it.

The current situation is like this: traditional luxury brands still have enough luxury heritage relying on a complete system; the prices of vehicles from new energy brands have gone up, but their stamina is still unknown.

In this case, the discussion of luxury brands must be gradually reduced, and price is more appropriate. The creation of luxury models is very necessary, which is in line with consumers' high-level pursuit of truth, goodness and beauty. On the basis of luxury cars, gradually building luxury brands is a long-term plan that can be considered.

actuallyLexus、InfinitiIn the process of brand building, the value and culture building of brands such as , Acura, and Genesis can be analyzed separately. Although these brands are a little embarrassed in the Chinese market, they are still quasi-luxury brands that have stood firm for many years in other markets around the world.

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