The anxiety of the inner volume has been pervading all walks of life and all ages. The children's spare time is occupied by interest classes that are not interested. The Internet industry has worked overtime from 996 to 007, and one of the grass-roots posts in the national examination is selected from a thousand. Even the top brands, even on the Double 11, even the hottest brands, have to cut prices to grab two or three minutes of live time. As for the automobile industry, if you look at the car sales list of each month, you will find no other cars in the top ten except the compact class. Do Chinese people really like Class A cars so much? Of course not. It's the main car buyers who value cost performance most. For car companies, the A-class car market is like a Shura Field that has long entered a dead circle. You can't be bad, and you can't be more expensive.
The MG brand, which will be 100 years old by 2023, certainly knows that the A-class car market is heavily involved, but even if you look at nothing but the new MG56490-96900, you will know that the horn of war has sounded.
(Note: 64900 to 96900 are the limited price for the top 20000 cars, and the standard guide price is 67900 to 99900)
Standard 80000 level pricing before cutting a new cake
The practicability of Class A cars is too serious. For the same price, no one can compare with others who have more space, more configuration and more power. The whole industry is cutting a piece of cake. If it can't be cut, we can only change a piece of cake,
As we all know, it is called "rejuvenation". The magic of the label "rejuvenation" can be seen from the number of coupe SUVs produced this year.
Although the magic is great, most car companies still sell dog meat on the basis of sheep's head.
At the end of October, the seventh generation Elantra has taken the lead in showing its determination to make Beijing modern and young, and the MG brand obviously does not want to belong to the "vast majority" of the speculation concept.
As for the MG5, the most famous video evaluation of the MG5 was made by Chen Zhen during the "Little Fresh Meat" period when he was an editor at the Auto House. I think everyone of the fans of the MG5 should have seen it, in 2012. This year, the first time I saw MG5 in the entertainment gossip forum was because of its spokesman Yang Chaoyue.
The moment I saw Yang Chaoyue, I directly equated the target user of MG5 with the second dimension single curtilage man. After driving, I found that this definition was not wrong. As Zhang Liang, Deputy General Manager of the Data Business Department of SAIC Group and Chief Digital Officer (CDO) and Marketing Executive Director of SAIC Passenger Car Company, said, "MG is integrating youth into the blood", and as Yu Jingmin, Deputy General Manager of SAIC Passenger Car Company, said, "MG is young from the inside out".
In the case of MG5, from the choice of Yang Chaoyue, a popular and controversial post-95 icon, we can see that the brand is firmly "young", and the transformation is undoubtedly to surpass the market performance.
At present, the sales volume of MG5 with a main sales volume of 110000 yuan in June is stable at 8000+, ranking top 5 among self owned brand cars, and the price is below 70000 yuan. The MG5 with a price almost identical to that of Geely Emgrand and Changan Yidong, it is unnecessary to say more about its ambition to create a popular model. For Elantra, which has also just been launched and positioned as young, the price difference of 10000 yuan for the main models has also given MG dealers strong confidence. The extension war of the new category "young" has just begun.
Five "surpassing ratios" lock in the demand for youth
The spokesperson marketing directly out of the circle is just an outpost battle. In the end, what everyone cares about is the MG5 itself. Since it is to be sold to "young people", it is necessary to cut a new piece of cake again to "overtake at a curve". Naturally, it has different concerns from the traditional A-class practical family sedan. Obviously, it is not so easy for fledgling children and would-be car owners who pursue personality trends to fool. If you do not exceed the needs of the target user group, the target user group will not pay for you. In this regard, MG5 is determined to be fashionable, "self destructive" and play with all young people.
Xu Ping, Executive Deputy Director of SAIC Technology Center, gave the "transcendence" in five aspects of new car design, driving control, intelligence, quality and safety. Among these "transcendence", how many users' expectations were exceeded, and how many "transcendence" MG5 had. In terms of appearance design, in addition to the fashionable sliding back shape and parameterized wide body grille, MG5 mainly promotes nuclear yellow, which is like playing king glory. In addition, if the operation is good, the skin of glory collection is essential; In terms of driving control, SAIC Bluecore 1.5T+7DCT, the maximum power is 173 horsepower, the maximum torque is 275 Nm, and the 100 km acceleration measured in 8 seconds is absolutely the best in the same class; In terms of intelligence, SAIC's zebra Venus, Geely's GKUI19 and BYD's DiLink3.0 are all outstanding smart car machines. At present, zebra Venus has achieved 90 second continuous voice conversation. More and more functions can be controlled by voice. 360 degree panoramic image, a configuration that is very popular in the domestic market, is not absent from medium and high configuration models; In terms of quality, the NVH of the MG5 is very well controlled, from the adjustment of engine sound and the selection of chassis and Michelin tires to the strengthening of the entire body structure. At the same time, aiming at the habit of young people listening to music when they get on the bus, MG5 has prepared six speaker YAMAHA audio for two high configuration versions, which adds a new spark to young people who attach importance to the quality of car use; Finally, in terms of safety, the new MG5 body uses more than 65% of high-strength steel, plus the MGPILOT intelligent driving assistance system, so you don't have to worry about both active and passive.
Centennial Brand Firms in Globalization
As a brand about to be 100 years old, MG has always been the most active brand in China. In 2019, MG sold 139000 vehicles overseas, more than domestic sales. Like other models of the brand, the MG5 is also developed based on the global architecture. It is expected to enter the European market six months later, and the price may be more than 20000 euros.
One benefit of the global architecture for MG is that all standards of the platform are global standards. According to Yang Xiaodong, Vice President of SAIC Group, General Manager of SAIC Passenger Vehicle Company and Director of the Technical Center, MG brand has fully verified and reserved the highest global standards and regional personalized requirements in architecture design several years ago. Moreover, MG's global platform takes into account both emerging and mature markets, and has a strong focus on safety collision, environmental protection materials and regional regulations, The adaptability of different markets has been fully studied. So in the future, it will be very natural for every vehicle, whether it is a fuel vehicle or an electric vehicle, to enter Europe, Australia, ASEAN, South Africa and other regions. "Our ambition is to become the leader of globalization and the most popular car in the world."
From left to right: Xu Ping, Executive Deputy Director of SAIC Technology Center, Yang Xiaodong, Vice President of SAIC Group, General Manager and Director of Technology Center of SAIC Passenger Car Corporation, Yu Jingmin, Deputy General Manager of SAIC Passenger Car Corporation, Zhang Liang, Deputy General Manager of Data Business Department of SAIC Group, Chief Digital Officer (CDO) and Marketing Executive Director of SAIC Passenger Car Corporation
