"Mr. Wang, isn't your price a bit expensive? That sports utility vehicle, called an SUV, right, I have no opinion that the price is set at about 250,000 yuan, reducing profit margins and increasing sales. ”

"But what about this car, listen to what you mean, it costs more than 180,000 yuan, right? Our previous rainbow series, the price is not more than 80,000, is this too high?"

Li Dafu knew that the retail price just mentioned was only a temporary price, and before it was actually listed, he had to do some research before he could set a price range. Depending on some decorations, the increase or decrease of functions, the price is slightly different, but a model will set a maximum of three prices, not more.

Judging from the sales of the rainbow series, there are too many prices, and consumers' choices will also fall into the difficulty of choosing. For example, the replacement and adjustment of the internal seats are counted as additional terms, and the power is handed over to the 4S store, so that they can also earn a little.

But the span is too large, from the low-end car directly to the mid-range range, will consumers accept it?

At present, the Huaxia market defines less than 100,000 yuan as a low-end car, between 100,000 and 250,000, it is a mid-range car, between 250,000 and 700,000, it is a high-end car, and more than 700,000 is considered a luxury car.

But in the minds of consumers, 50,000 yuan is a grade. Li Dafu felt that Jili should first produce cars under 150,000 yuan, and the prices of these two new cars were too high in his opinion.

But think about it, this SUV is still very beautiful, selling for 250,000, it should also attract some consumers, and it can also raise the impression of Geeli in the minds of consumers.

But with the price of both cars being so high, it's more difficult. There are relatively few competitors for SUVs, and there are a lot of competitors for sedans.

"Mr. Li, the price positioning of the vehicle should also consider the price of competitors. Different prices, different competitors. ”

"For example, our rainbow series, competitors are mainly old Jetta, Xiali, Alto, old Jeep and other prices below 100,000 yuan. Among them, the price reduction of the old Jetta is the largest, from the initial more than 130,000 to 98,000, Xiali from more than 80,000 to 75,000, Alto from 70,000 yuan to more than 60,000, the price of the old jeep has not dropped, because it was originally sold for 50,000 or 60,000. ”

"As for other cars, such as the Beverly Shenlong, the old Santana, the new Jetta, etc., the price is less than 150,000, and the Santana 2000, South Korea's Daewoo, Ford Teba, etc., the price is about 180,000 to 200,000, and there are several models such as Xiaohongqi and Passat from 200,000 to 250,000. ”

"Between 200,000 and 250,000 yuan, the sales volume is very average, and there are some cars between 250,000 and 300,000 yuan, which are actually mid-range, but they deliberately set the price above 250,000 yuan, just to give consumers an illusion that their cars are very high-end. ”

"They don't see a lot of drops in sales, but they can make sure they have higher margins and their overall profits don't go down. ”

"And the models between 15 and 200,000 yuan, we have two best selling models in China, one is Santana 2000, and the other is the Grand Cherokee, and the price is also more than 180,000, between 150,000 and 180,000, which is a blank. ”

Li Dafu seemed to have found a basis, and immediately asked: "Yes, isn't it good for our price to fill the gap?"

"Mr. Li, you haven't considered why other car companies deliberately empty this price range? Because this price range is not attractive. ”

"As I just said, the positioning of the car in the minds of consumers is 50,000 yuan. That is to say, the 152,000 and 198,000 cars are all of the same grade in their hearts. ”

"You can go and investigate, many people buy cars like this, I want to buy a car between 15 and 200,000 yuan, and they usually have enough money in their pockets to buy 200,000 yuan, if it is only in their early 150,000s, they will consider a car below 150,000 yuan. ”

"Since the price of 160,000 and 180,000 yuan does not have much effect on consumers, and consumers cannot necessarily choose the cheaper ones, then why not price them a little higher? ”

"In fact, our new car is priced at about 180,000 yuan, and the biggest competitor is only the Santana 2000, and the others are not to be feared. ”

"And the performance of this new car is similar to that of the Santana 2000, or even better. Our newly developed 2.0-liter engine will be more powerful than the Santana 2000. ”

"At present, the price of Santana 2000 has been reduced to about 180,000, and our price is 188,000, which is a little more expensive. Because our appearance is more beautiful, the power is stronger, the fuel consumption is about the same, the space is about the same, and the biggest gap may be the brand. ”

Li Dafu's face turned dark, doesn't it mean that Jili's brand is not as good as the public, this is also an indisputable fact. But listening to Wang Haoan's description, this car is very competitive.

"The price of our SUV is set at about 250,000 yuan, which is to fill the gap in this market. The price of the Grand Cherokee is less than 200,000, the price of the Pajero is more than 300,000, and the price of the Prado is more than 400,000, about 250,000, and there are no similar models at all. ”

Whether it is a multi-functional sports vehicle or a pure off-road vehicle, there is no price of about 250,000 yuan in the mainland market for the time being, or between 200,000 and 300,000 yuan, which is the real market price gap.

"I think the price of this car is more appropriate around 258,000, and the brand name of our car is Geely, which is why some people choose our car, so in terms of pricing, we also have to make a Geely number as the end. ”

"Not only in terms of price, but also when naming the model, it should also sound better, so that people can remember it when they hear it, and they also feel that there is a good luck. ”

"For example, this SUV, I plan to name it Beyond, surpass others in career and surpass others in life, which also means that we will surpass those car companies in front of us. ”

Geely – Transcendence, that's a good name.

"That's a good name, I agree. Li Dafu nodded, "What about this car, what is its name?

"How about being called auspicious? After two years, we will launch a model with more than 200,000 yuan, called Ruyi. In the future, when we make high-end cars or sports cars, the name will be Conquest. ”

Li Dafu: "......"

I can't say that this is bad, but it always feels like the name of the palace maid? That conquest, the name is too arrogant, right?

"Not satisfied? That's called freedom, or the four seas, galloping, sunshine or something, you can choose one. ”

"Do you think that the sales of our new cars in the mainland will exceed 50,000 units? What about the two models combined? Can the production of 100,000 units be used? We still have the Rainbow series. ”

"Therefore, it is imperative to expand production capacity!"