Can “package price” really improve the cost performance of a car series?Configuration analysis of the new generation of Propao

On November 22, Dongfeng Yueda Kia's new generation of Propa was officially launched on the Guangzhou Auto Show Media Day. The new car has launched a total of four models with a guide price range of 108,800-125,800 yuan. It already has a good price advantage compared to competing products, and the country's first "guaranteed price" car purchase policy has raised the cost-effectiveness of new cars to a new height. What kind of marketing changes are being planned behind the substantial profit sharing by car companies? What models are worth recommending for the new generation of the Opto? Let’s continue talking... "Guaranteed price" ≠ Brand new generation of the Opto from a good brand The "guaranteed price" gimmick at the launch conference was pretty good, and it almost made me, a hard-working person living in a lottery city, tempted. But if you look closely, the so-called "guaranteed price" does not give you an indicator, but It is a series of corresponding car purchase preferential policies. Now that we understand this, let’s take a look at what this wave of marketing means actually has. The preferential car purchase policies corresponding to the "guaranteed price" include "three guarantees", "interest-free privileges", "new purchase privileges" and optional vehicle warranty years and mileage. The editor carefully calculated that if the full price of a mid-range model priced at 115,800 yuan is purchased, this "package price" actually saves consumers 10,248 yuan in purchase tax and about 5,736 yuan in commercial insurance + traffic insurance. , three-year maintenance is about 4,000 yuan, which is equivalent to a total cash discount of about 19,984 yuan. If you add in the "interest-free privileges" and "new opening privileges", the actual discount will be even greater. However, it should be noted that the deadline for this wave of "packaged prices" is January 31, 2020, so don't miss it if you are jealous. The secret behind the "packaged price" In addition, Kia Motors has also been deepening the "localization" of its brand and products. The first model is the Kia Epa, which was launched in 2018. The concept of "localization" not only means that products are improved and developed to meet the preferences of Chinese consumers, but also has an affordable price, which is almost the same as the price range of independent brands of the same level. Of course, Kia will not localize all models. It mainly focuses on three market segments with potential, one is the youthful SUV market, the other is new energy vehicles, and the third is the luxury car market. With the successful case of Kia Epao, the newly launched Oppo will also appear in front of consumers in the same way. The new generation of Oppo was first launched in South Korea, and was later officially sold in the Indian market. It received generous orders due to its good product quality. Naturally, when you come to China, you have to make some achievements in sales. The simplest and most direct marketing method is cash discounts. Although the new generation of Ao Pao has a good price advantage and discounts, compared with the overseas KX3, the domestic Ao Pao still has a "reduce" in the power part. The lack of 1.6T may be a good thing, but the 2.0L engine It's a pity that it's missing. Phased summary: This wave of "packaged prices" for the new generation of Ao Pao has killed three birds with one stone in terms of marketing. It not only supported sales during the Spring Festival, but also started the process of localization of the new generation of Ao Pao in China. In the end, we did not forget to give Some "hush money" for friends who complain about the power of new cars. Having said that, it is also necessary for us to analyze which model of the new generation of Propa is the most worth buying. Configuration analysis: The guide price range of the new generation of Oppo is 108,800-125,800 yuan, with 4 models distributed in the price span of 17,000 yuan. All new cars are equipped with a 1.5L+CVT power combination, and only have front-wheel drive. The price difference is reflected in the configuration. Providing a wide range of body color choices, what does the new generation of Automobile come standard with? Listed in the table are the various configurations of the 1.5L CVT Fashion Edition. You can see that the configurations in the comfort, convenience and safety parts are richer. The editor believes that automatic headlights, electric windows throughout the car, anti-dazzle rearview mirrors, driving mode selection, and tire pressure monitoring are the highlight configurations of the new generation of the Oppo, and they are really good as standard equipment for the entire series. However, as an entry-level car, there is still a lot of room for improvement in terms of configuration. If you want to seek a more comfortable in-car experience, you need to increase your car purchase budget. Compared with the style version, the comfort version has been upgraded with electronic handbrake, reversing image, multi-function steering wheel, 10.25-inch central control screen, etc., and its technological configurations are much richer. The price has increased by 7,000 yuan, and I personally think it is still a model worth buying. On the basis of the comfort version, the trendy version has been improved in terms of comfort configuration. The steering wheel and seats are wrapped in leather, and functions such as keyless entry/start and cruise control are added. It is also equipped with rear air-conditioning vents. tuyere. The price will be increased by 10,000 yuan. Although you get a lot of configurations, you still need to be willing to spend money. The price/performance ratio is not as high as the comfort version, but it is still worth recommending. The trendy version and the smart version have the same price, but there are big differences in configurations. The smart version pays more attention to active safety configurations and technological configurations, while the trendy version has LED headlights and panoramic sunroofs. The choice depends on the consumer's preference. configuration, the recommendation index is the same as the trend version, both are 4 stars. Summary of the full text: Personally, I think that if you pursue the ultimate cost-effectiveness, then the 1.5L CVT Comfort Edition model is the best choice. Although it does not have particularly outstanding configurations, it is sufficient for daily use. Coupled with the "package price" preferential policy, the price is 115,800. The car worth RMB 20,000 is equivalent to a discount of RMB 20,000, which is quite worth it. If you have a higher pursuit of active safety configurations and smart technology configurations, and are not very budget-conscious, you can consider the two models priced at 125,800 yuan. After all, if you don’t spend money, the configurations will definitely be much higher than the comfort version.