The XC60 is a pioneer in the revitalization of the Volvo brand with high hopes from Han Hao, and it bears the imprint of a new generation of family language.

The success of the Q5 in the Chinese market proves that the luxury SUV will be the next outlet in the market, and the launch of the XC60 is even more exciting.

Half a year ago, after Han Hao looked at the new prototype of the XC60, he gave a high evaluation of 95 points for the exterior, but only 55 points for the interior, which is a substandard product. To this end, he called for a redesign of the interior and a luxury version specifically for the Chinese market to distinguish the Scandinavian-style global version.

It was also a silent battle between the Volvo Nordic team of designers and the Chinese designers in Jiangzhou, who would use their work to defend their dignity as designers.

The person in charge of the Chinese interior designer is George, an American who once co-designed the first generation of the "Water Drop Ripple" model, and now he can speak Mandarin and marry a Chinese girl.

Compared with his former partner Zhao Chunlei, he is only in charge of the pickup truck field, but it is the interior design of the Chinese version of the XC60 that is really entrusted with the responsibility.

Volvo is a Nordic style, and to enter the Chinese market, it has to integrate Chinese and Western, and in Han Hao's opinion, George is the most suitable designer to unify the two.

Under his leadership, the Chinese design team lived up to expectations and came up with a final plan faster than the Swedish team, with the theme of a space cockpit and a Swedish royal palace.

As soon as you sit in the new car, it's like stepping into the cockpit of a high-tech package. In addition to the three-spoke two-tone steering wheel that resembles a spaceship's control, the front instrument panel is divided into a three-segment LCD full screen that can be adjusted independently. As for the central control screen, it is further elongated, and the connection position with the instrument panel is covered with all black, which looks like an integrated huge horizontal screen from a distance, full of science fiction color.

The transmission knob has also been changed from the traditional mode to an electronic crystal knob derived from the Swedish King's Scepter, the seats have also adopted the abstract design of the royal throne and have a crown pattern on the backrest, and the air conditioning vents are designed with the Polaris Cross, giving a clear view of the royal nobility.

It is no exaggeration to say that the design of the Chinese team led by George not only looks forward to the future with a sense of advanced technology, but also looks back on the past with a strong Swedish royal style. As soon as you open the door, you can feel that this is the design quality that a luxury car should have, and you can experience the value for money.

The Swedish team also updated the design concept within 180 days, continuing to adhere to the Nordic minimalist style. In addition to changing the instrument panel to a full LCD design, it also ingeniously designed a super large screen that integrates all the buttons of the central console, which is the second product of the same type in the world after Tesla.

The original somewhat complicated central control buttons are all integrated into the large screen, which can be operated by touch clicks, leading a new trend in the traditional automotive industry, and also carrying out the word simplified operation to the end.

It's better to have highlights than no features, at least a super central control screen to make people remember that this is the design style launched by Volvo Global Edition.

Sure enough, the introduction of competition allowed both the Chinese and Swiss design teams to open their minds and come out of a new design style.

If Han Hao was asked to rate the two new works, he still preferred the capsule style of the Chinese design team, giving him a score of 95. The simple large-screen style of the Swiss side also has its own characteristics, but it is slightly monotonous when paired with luxury cars, and he scored 90 points.

In the end, who is more popular in the market can only be voted by consumers with real money.

Everything is ready, only the east wind is owed, and a fierce fire is needed to ignite the entire market.

The grand launch of the XC60 was held in the main square in front of the Royal Palace of Sweden, and a global live broadcast was held to announce the resurgence of the Volvo brand.

Of course, Han Hao went to Sweden to attend the ceremony, and he was also honored to invite King Gustav to attend in full costume, and the ceremony was full of celebrities.

The moment the red silk step was lifted, the long-awaited all-new XC60 was revealed in front of everyone in a charming posture, especially when the "Thor's Hammer" daytime running lights were lit, everyone felt the hope of the revival of Nordic mythology.

"There is no doubt that this is a car that belongs to our country!"

Gustav excitedly introduced to Han Hao, who was sitting next to him, that many elements of Norse mythology made him clear after a glance, as if he was the real owner of Volvo.

"Of course, she will go from here to the world!"

For the new XC60, Han Hao has a lot of confidence.

Compared with the X3, Q5, GLK, etc., XC60 can be said to be the pinnacle of Zhonghua Group, bringing together many high-tech products, both the exterior and interior design styles are a generation ahead.

This is due to Han Hao's strong strategy of early replacement, and compared with luxury brand giants like BBA, dislocation competition is a big killer feature.

Han Hao invited King Gustav to become the world's first owner of the XC60, but the royal family politely rejected the proposal to have the king act as a spokesperson.

"Han, I'm sure you understand that people sometimes can't help themselves, even me is no exception, but that doesn't diminish my love for Volvo. However, seeing such a beautiful XC60, I firmly believe that supporting Zhonghua Group to become the owner of Volvo should be one of the most correct decisions I have ever made.

You Chinese have fulfilled your promise, and Volvo has a new life!"

When the new XC60 was announced, the voices that originally questioned the China Group in Sweden basically subsided, and after the new owner, there were no layoffs but continued to recruit people, and finally launched new products efficiently, indicating that the Chinese really want to do a good job in Volvo, a global luxury brand.

Gustav sincerely thanked Han Hao for bringing Volvo out of the quagmire.

During the launch ceremony, E-NCAP was also invited to send representatives to announce the results of the XC60's crash test, and after confirming the mass production, Volvo notified E-NCAP to go directly to the factory parking lot to select the new car for testing.

Safety is a skill that Volvo has always been proud of.

There's no doubt that the XC60 received five stars in all four crash test scores.

"This is the car with the highest score ever scored in our crash test and she's a perfect piece of craftsmanship. Of course, considering that the XC60 is the latest model to hit the market, this is also a no-brainer. ”

E-NCAP staff said in an interview with reporters at the scene.

Originally, he wanted to say that this is one of the safest models on the market, but after thinking about it, he expressed it in a different way.

The launch of the new car also set another world record, that is, it was launched simultaneously in two countries around the world, and both were broadcast live on the Internet.

Since the Chinese time zone is 6 hours faster than Sweden's, the launch ceremony of the XC60 China was already lit up at 20 o'clock in the evening. In the square in front of the gate of the Forbidden City in the capital, four new XC60s have been lifted and officially met with Chinese consumers.

Unlike the global version, which only has a minimalist style in Sweden, two versions of the model were displayed at the launch site in China, and the Chinese version with a luxurious interior really won the love of many consumers.

"The design and layout of the capsule simply exceeded expectations, especially the integrated concept of the large horizontal screen is extremely amazing!"

"In contrast, although the interior design of the international version has bright spots, it is a little worse than the Chinese version. ”

"As long as the landing price does not exceed 400,000, I will go to 4S tomorrow to pay a deposit!"

......

Compared with the lively atmosphere of the press conference, the riders who went live online and discussed it in the forum were even more popular, and they were the potential buyers of the new XC60.

The press conference said a thousand things and ten thousand, and the finale was to announce the price.

Europe took the lead in announcing the prices of the three models, equipped with a 2.0T plus 6AT power combination, and all models are equipped with L2 level automatic safety driving systems as standard, with prices of 35,950, 38,700 and 41,800 euros respectively, which is 3,000 euros less than BBA competitors.

Regardless of the advertisement, Volvo is slightly lower than Mercedes-Benz, BMW and even Audi because of the existing market competition. Therefore, in terms of price, Han Hao hopes to be more realistic, and to focus on volume.

There are more new XC60s running on the road, which is naturally the most effective advertising campaign.

The Chinese market will be a new growth point for Volvo, and it will naturally be more valued by Han Hao, so the price of the domestic XC60 is much lower than that of the Audi Q5. The main model of Q5 volume is in the 450,000 range, Volvo will naturally avoid this range, and 35-400,000 will be the main focus of XC60.

"We will strive to pursue a pricing standard in the domestic and foreign markets, so that Chinese consumers can enjoy the charm of international luxury brands. ”

The host of the Forbidden City venue gave a loud introduction to the audience.

You must know that the price of domestic cars has always been high, and the premium of SUVs is higher than that of cars with the same chassis, such as Q5 with the same configuration of the model price difference at home and abroad as high as 120,000 yuan.

When the big screen at the venue played the price of 339,800, 354,800, and 388,800 in turn, the whole audience, including the Internet, was boiling.

"This price is 50,000 yuan lower than the insider price obtained by the 4S store. ”

"Don't say anything, the landing price is less than 400,000, and I will go to 4S tomorrow to pay the deposit!"

"Sure enough, there is no waiting in vain, Zhonghua Group is thinking about consumers, unlike FAW Audi, which wants money and wants to go crazy. ”

......

Based on the current euro exchange rate of 8.7, the price of the XC60 in Europe is very conscientious compared to the price in China, and it basically meets the uniform pricing standard.

The shocking price of the XC60 in the domestic market can be said to have directly lowered the threshold of the entire luxury SUV. You must know that the Q5 also has an entry model of 350,000, but it is indeed a manual transmission, and it will basically not be mass-produced. However, the XC60's 339,800 is a 6AT that is still mass-produced and pre-ordered, which is really a strong contender for luxury SUVs.

Originally, there was an internal debate that the XC60 should be compared to the price of the Q5, and then the price would be close to the true market acceptance price through a large discount. In this way, the XC60 can maintain its image as a high standard, but subsequent sharp price cuts will damage the brand. However, Han Hao plans to do business for a long time and use the advantages of Toyota's terminal price system. If the price is in place in one step, it can reassure old car owners and stabilize the second-hand car market, which is a good strategy for brand building.

No one wants a car bought in a year to get a discount of 50,000.1 million yuan at every turn.

In the midst of making quick money and trickling water, Han Hao chose the latter, which is a responsible attitude towards the Volvo brand.

With its strong product competitiveness and a shocking price that greatly exceeds market expectations, the XC60 undoubtedly has the quality of a popular product in the market, and it is only a matter of time before it becomes a big hit.

Sure enough, the originally deserted Volvo 4S store suddenly became busy, and the XC60 received a large number of orders, most of which were old car owners with consumption upgrades. They have some knowledge of cars and know what kind of car they need.

The number of dealers who applied to act as an agent for Volvo 4S stores suddenly tripled, and many of them joined the old dealer team of Zhonghua Group. They have made a lot of money in Huaxia and Zhonghua 4S stores and are on the fence about entering luxury brands like Volvo.

Now that the XC60 is so strong, it must be that the follow-up models are certainly not weak, and they are rushing to compete again.

"Fortunately, Volvo was just acquired by Zhonghua Group, and I was the first to apply for agency rights. I have followed the richest man in Han for so many years, and I have not gone away, and I firmly believe that Volvo will be revived.

Now that the agency price has doubled, it is not necessarily possible to grab the qualification, so it is very important to follow the right person.

This time, the official default can increase the price by 6,000 yuan, which can be regarded as a reward compensation for our dealers. ”

The owner of a newly completed Volvo 4S store triumphantly told a friend at the wine table that the XC60 became a hit and proved his foresight.

"If you increase the price for 1 year, you can earn a lot more money. It seems that relying on XC60 alone, it may be able to recover the investment cost of the entire 4S store. ”

After listening to the calculations in his heart, the friend at the wine table echoed.

"It seems that the price increase should be more than 1 year, and the pricing of XC60 this time is too attractive, and it is still very competitive for consumers to increase the price by 6000 yuan. If you can't say it, it's possible to add another 3 years. ”

Stretching out three fingers, the shopkeeper proudly boasted about Haikou.

XC60 will be followed by the S60 with the SPA platform, which will inevitably attract new explosive models.