My fintech empire.

Chapter 1464 [Million-level luxury car positioning A series and R series]

Weekend afternoon, Xingyu Technology Headquarters.

Fang Hong came to the company. All the outsiders who came here to participate in the press conference have now left. Only some people who successfully won the lottery to participate in the "Pioneer Experience Program" would come from time to time to pick up the car and leave.

However, when Fang Hong came over, he was recognized by some of the people who had won the lottery to pick up the car. They greeted him in a friendly manner, and some even took out their mobile phones to take pictures, but no one stopped them.

At this moment, Fang Hong came to the research and development center of the new energy vehicle department of Xingyu Technology.

"Compared to low-end brands such as BYD, our A series products are..." When the head of the department was introducing them to Fang Hong, Fang Hong suddenly interrupted him and said, "Let me make a suggestion. In the future, people at Xingyu Technology should not keep mentioning the words 'low-end products' or 'low-end market'."

After these words came out, the accompanying person in charge and Qin Feng and others present were stunned for a moment, and Fang Hong looked around at everyone and continued: "Such words are quite hurtful. Whether it is a manufacturer who develops low-end products or a consumer who uses low-end products, being classified as low-end is very uncomfortable. If you are told that the products you use are low-end, you will feel a little unhappy."

After a pause, Fang Hong slowly said, "In the future, we should stop using such words. We should use objective and neutral words such as 'mainstream products', 'mainstream groups', and 'mainstream markets' to describe it. This is not a question of high emotional intelligence or not, but a basic cultivation. Currently, 70% of the people in our country buy cars that cost less than 20 yuan. This is the reality and status quo of our country."

When the people present heard Fang Hong say this, they all nodded. Indeed, the prefix "low-end" never appeared again, and the word "mainstream" was used to describe it instead.

This word is both decent and non-discriminatory, and it is also an accurate description, because the vast majority of ordinary people can only afford cars between 10 and 20 yuan. This consumer group accounts for 70%, which means it is the mainstream group and the mainstream market. The products provided for this group are mainstream products.

These two models of Xingyu Technology are positioned in the mid-to-high-end market, targeting the 30% or so middle-income group. Xingyu Technology can describe its products with words like "high-end" and "luxury", and there is nothing wrong with that.

After the little episode, Fang Hong focused his attention on the two new models in front of him, which were obviously not the SCN-3 and SCU-3.

Its smooth and powerful body lines clearly demonstrate the unique exterior expression design style of Xingyu Technology, and are in line with the calm, composed temperament of the Chinese people.

At first glance, the first intuitive impression of these two cars is that they are top luxury cars.

The beauty displayed by these two cars not only has a fashionable personality that fits the technological era, but is also full of the restrained temperament of "the world has great beauty but does not speak of it". It perfectly embodies the romantic expression unique to the Chinese people and is extremely elegant.

At this moment, Qin Feng looked at the two models and said: "These two models were finalized almost at the same time as N3 and U3, but we plan to hold them back for now. First, we want to give production capacity to N3 and U3, and second, we want to let N3 and U3 shine for a while before we talk about it."

Fang Hong nodded in approval: "Okay, that's fine."

The market positioning of these two cars is top-level luxury cars, namely the A series and R series models.

In fact, the operation team of Xingyu Technology has long thought of the situation that some wealthy bosses do not want to "follow the crowd" and have taken into account that some bosses want to demonstrate their noble status and form an identity difference with others.

There is no reason not to make money when there is money to be made. Of course, arrangements must be made for the wealthy bosses, so relevant plans have been made long ago, and the cars sold to the bosses have a particularly high premium. The bosses don't care about the high premium. What they care about is face and the use of external objects to interpret the status gap between themselves and others.

The A series and R series models are mainly aimed at the market above one million yuan. The former is a luxury large sedan, and the latter is a luxury SUV.

It is worth mentioning that the A series and R series developed by Xingyu Technology do not have hybrid models, but are all pure electric drive models. This is because the hybrid model itself is a compromise solution, and its greatest significance is to persuade die-hard fans of fuel vehicles to turn to electric vehicles.

Almost all car owners who have driven hybrid vehicles will eventually choose pure electric vehicles.

As for the reason why the A series and R series do not have hybrid models, it is very simple, because the market positioning of these two models is bosses and rich people, and they don’t care about cost-effectiveness or whether it is cost-effective or not.

What they want is comfort, what they want is the reflection of identity difference, what they want is what others don't have.

Hybrid power is actually a minus point for them. Take the power for example. The pure electric drive system is more powerful. The bosses may not need it, but they must have it, and it must be awesome.

At this time, Fang Hong asked: "What price do these two cars sell for?"

Qin Feng immediately replied: "The A series currently has two models, the price of the standard version is currently set at 130 million, and the price of the top version is 560 million; the R series also has two models, the price of the standard version is currently set at 150 million, and the price of the top version is 680 million."

Hearing this, Fang Hong nodded.

Qin Feng went on to say: "However, in terms of earning power, we still have to look at the N series and U series products, which have the ability to sell in large quantities. After all, the domestic middle-income group accounts for 30% of the market size, about 3 to 4 million people. Although the A series and R series luxury cars have a high premium, their market size is destined to be niche."

Obviously, when building the A-series and R-series luxury car brands, making money is secondary and incidental; the main purpose is to tell the brand story.

The characteristics of these two series of models are not only that they are expensive, but also that they have some non-general-level functions and industrial design elements that are exclusive to this model, that is, only this car has them and no other car has them.

In the future, limited-edition models worth tens of millions will be launched for these two series, including pure electric-driven top supercars. Only six or seventy-two or a dozen cars will be produced before production is discontinued. The price is tens of millions, and even if there are many buyers, no additional production will be made.

This thing definitely doesn’t make money, but the purpose is not to make money, but to tell the brand story, its own automotive culture and value theory.

To put it bluntly, it has to be something that only a few people can afford to play in order to create buzz, thereby raising the high-end value recognition of the entire brand.

Foreign automobile giants also have many sub-brands, such as Maybach, Lamborghini, etc. These sub-brands actually do not make much money, and it is impossible to make a lot of money, but they can add points to their brand value.

There is no doubt that Xingyu Technology is going to produce luxury cars worth tens of millions, and Xingyu Technology also has the ability to create a world-class brand. So far, there are really few companies in China that can compare with Xingyu Technology in terms of experience in this area.

Once such high-end value recognition is successfully created, it will feed back to the N series and U series products that are aimed at more consumer groups. Simply put, the N series and U series products will be further driven and raised in quality because of the same car logo.

Just like foreign brands such as BMW and Mercedes-Benz, they also have cheap products, but consumers have a deep impression of these brands as high-end, luxury cars, so when they see the logos of these brands, they think they are luxury cars.

The principle is similar. In the future, when the Xingyu Technology brand is deeply rooted in people's hearts and recognized as a high-end, luxury car brand, people will also think that products such as the N series and U series are luxury cars.

Moreover, the brand of Xingyu Technology itself is synonymous with high-end and high technology. It is easier to tell the story of high-end luxury cars than other brands, and it is easier to accept and identify with. This is also an important reason why Xingyu Technology is more capable than other domestic companies to create a world-class brand.

……