Recently, the news that the price of Equation Leopard has been reduced by 50,000 has become a hot spot in the industry, and it has also become a "heart disease" for the old owners of Leopard 5.
On July 29, after Equation Leopard announced the news of the official drop, the previous Leopard 5 "iron powder" has now "turned against the water" and entered the relevant automobile complaint platform to make complaints. This also led to a rapid increase in the number of complaints from Equation Leopard 5, and finally won the top position in the complaint list of Vehicle Quality Network in August. According to statistics, the number of complaints from Equation Leopard 5 reached 327 in August, most of which were due to price changes. In addition, there are quality problems such as air conditioning, abnormal noise of steering system and abnormal noise of braking system.
Not only through the relevant complaint platform, but also many Leopard 5 owners spontaneously went to Equation Leopard Direct Store to pull banners for discussion. Some car owners also bluntly said: In line with the trust and support of Equation Leopard brand, they bought the pilot version at a price of 309,800 yuan in May, and before that, the sales staff said that Equation Leopard is a high-end brand of BYD, and promised not to cut prices, because price cuts would reduce brand tonality. As a result, the price was reduced by 50 thousand yuan in less than three months, and the second-hand salvage value of the vehicle was also greatly affected. Therefore, it is hoped that Equation Leopard can give equivalent compensation to old car owners.
Some consumers also said that they should abide by the contractual spirit of the market economy. If the price increases, will the owners make up the difference? Although this is the truth, such a big price cut can really make the old car owners suffer a lot of losses, which will inevitably affect the overall reputation of Equation Leopard.
You know, it has been less than a year since Equation Leopard 5 went on the market in November last year, and it is rare for BYD’s many brands to make a substantial price adjustment in such a short time. Although BYD led the "price war" of the overall automobile market at the beginning of this year, most of them were price adjustments when launching brand-new models. By comparison, it is indeed "abnormal" to reduce the price of Leopard 5 by 50,000 yuan.
However, from the current sales performance of Leopard 5, we can find the reason why Equation Leopard has made a substantial official decline. According to the relevant sales data, in January this year, Leopard 5 was able to maintain about 5,000 vehicles, but now it has fallen to about 2,000 vehicles, with an average monthly sales of only about 3,000 vehicles. Before the price reduction, Equation Leopard has changed its brand channel strategy in June this year, giving up the direct sales model and opening it to social dealers, which is also caused by the pressure on sales from the outside world.
In fact, since the beginning of this year, in the case of the continuous "price war" in the automobile market, many car companies have also given certain compensation to the old car owners for the price reduction behavior of individual models, which is very important for maintaining the relationship between the old car owners and stabilizing the brand reputation. But now, Equation Leopard has not given any compensation measures to the old car owners, and it is easy to put them into a more passive situation.
It is necessary to know that the model currently planned by Equation Leopard brand is a new energy hard-core off-road SUV model. In addition to Leopard 5, and Leopard 3 have also been "on the line". This time, the price of Leopard 5 is lowered. It seems that the outside world is also giving more space for the pricing of Leopard 8 and Leopard 3 to completely open up the market situation.
However, although Leopard 5 has leading technologies such as DMO hybrid and cloud system, it is more suitable for light off-road for most consumers, while heavy off-road consumers generally prefer to choose tank series models. However, in the new energy off-road SUV market, Leopard 5 still faces many competitors, such as, etc., but Leopard 5 does not have much advantage in cost performance.
Now Leopard 5 has lowered its starting price to 239,800 yuan, and its competitiveness has been greatly improved compared with before. However, how to balance the psychology of old car owners and stabilize its user base will also play a vital role in the future development of Equation Leopard.
(This article was originally produced by Wenwu Lane New Media Studio, please indicate the source: Wenwu Lane, author: Xia Mu,Personal opinion, for reference only.)
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