Recently, the news of parts suppliers has been exposed on the Internet, and the future cooperation projects include 536US and 536 China. Among these model codes, the model with the code name 536 is the next generation XC90, which shows that it is not far from domestic production. The new car will be put into production at the Chengdu factory, and the price of the whole car after domestic production will be greatly reduced, and the starting price is expected to be less than 450,000 yuan.
[1] Now the end point discount only sells more than 500,000
It was a new flagship SUV launched after being acquired by the car. It also created many firsts in the SUV field that year. For example, it was a rare model that used 2.0T on a million-class SUV model.
Now, after a mid-term facelift, the product’s competitiveness is actually not as good as when it was first launched, so the current XC90 mainly relies on a huge discount margin. At present, the minimum price is only 500,000 yuan. As a fully imported, luxury brand medium and large SUV, this price is still very cost-effective.
[2], the era of domestic production of large and medium-sized SUVs of luxury brands has begun
In recent years, the competition for large SUVs among luxury brands in the Chinese market has also begun to accelerate. The domestic production has put a lot of pressure on many luxury brands. The XT6 has a larger body size, but it competes with the lower-tier GLC in terms of price. This "big bullying small" approach has gained good attention.
I believe I have seen the practice, because after all, the XT6 is the general C1 platform, and it uses the same platform and powertrain. Even if the XT6 sales are not good, you can also rely on it to share some costs.
The XC90’s SPA platform uses the same platform as the S90. The S90 has been domestically produced for many years. In fact, the XC90 has already had the strength of domestic production, but the large SUV market of luxury brands was relatively niche before, and now it has reached the right time.
[3] After domestic production, the price will decrease, and the sales volume will further increase
In 2019, the annual sales volume was 24,070, and the sales volume exceeded. Of course, this is due to the huge discount margin. But it is undeniable that in the face of cost performance, consumers’ acceptance of the XC90 is OK. If the XC90 is domestically produced in the future and the price can continue to drop, around 450,000, then I believe that the sales volume of the XC90 will further increase. After all, the "price" is always the most attractive to consumers.
[4] Is XC90 domestic production also a kind of harm to the brand?
Although these brands are second-tier luxury brands, their fates are completely different in China. It has always insisted on not making domestic products, and it is also the only brand that can be sold at a higher price if not made in China. Therefore, in terms of brand profitability, it is the strongest. Although in the Chinese market, the price is exchanged for the market, as a GM brand, the models are relatively rich, and there is a full-size luxury SUV Escalade as the SUV flagship. Every time the US president appears on the news, it is an advertisement for the bulletproof car behind him.
But it is different, the product is relatively small, and after the XC90 domestic, all models have achieved domestic production, although for consumers, you can buy a car cheaply, but for, this may also be a kind of helplessness, and loss. Because after the XC90 domestic production, almost all of the brand’s models have been domestically produced, and the brand’s most high-end models have since been buckled with 500,000 hats, which is a big loss for the height of the brand. And if the XC90 price is lower than 500,000 yuan, then imported sales may also be affected.
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