The price of a car is always the focus of most consumers.

Even people who buy luxury cars, except for a very small number of people who are really not bad for money, are still very concerned about the price.

Especially in the mid-size luxury SUV segment, the price is relatively more sensitive.

Because the people who buy this kind of car are not really the kind of people who are particularly rich.

These people are just rich compared to ordinary people.

Even they can only be regarded as high-end middle class.

Therefore, the price of a car is still very important to them.

As an SUV with a lower positioning than Xingtu and Yangwang, everyone must know in their hearts that its price is lower than that of the two older brothers.

But in the end, different people have different guesses.

Previously, there was some speculation on the Internet about the price of Xingchen Lanyue.

In 2010, the global limited edition BMW X5 was priced at 1.098 million yuan and 1.121 million yuan, respectively.

The Audi Q5 is much cheaper, and you can get it from more than 500,000.

But this is a 2.0T powered version, and the high configuration is more expensive.

As for Mercedes-Benz's GLE, it is not called GLE now, but ML-class, but there are many kinds, and the price is not much different from BMW X5.

Porsche's Cayenne, on the other hand, is different, even if it is the lowest allocation, it is not less than 1 million yuan.

Considering that the price of Xingtu starts at 999,900 yuan, everyone expects that the starting price of Xingchen Lanyue will go to about 800,000 yuan.

Although this price is not particularly impactful, it is also an acceptable figure.

However, Xingchen Automobile has higher expectations for Lanyue, which is a new model with an impulse, so the price will definitely be lower than previously speculated in the media.

Even the articles speculating on the price of the moon in the media such as Autohome, some of them are still advertorials of Xingchen Automobile.

Raise the expected price a little higher, and wait until the actual price is announced, and then surprise everyone.

This is obviously good for Lanyue's sales.

This routine can also be regarded as a new attempt by Xingchen Automobile in the moon.

If the effect is good, maybe many other car companies will consciously do this in the future.

"This time, our stars have brought you four options, namely the Elite Edition, the Deluxe Edition, the Flagship Edition, and the Supreme Edition."

"Next, let's first take a look at the price of the Elite Edition, which is ......"

Speaking of this, Cao Yang deliberately paused for a moment.

He was greeted by a frenzied burst of flashing lights.

Fortunately, he is used to it, otherwise he may have to raise his hand to block it.

"Star Moon Elite Edition, how much does it cost?"

"Some people say that such a powerful and rich configuration, far exceeding the luxury SUV of its peers, at least 800,000 to start."

"I think it makes sense!"

When Cao Yang said this, some people in the audience couldn't help but feel a little disappointed.

800,000!

It's similar to what was reported on the Internet before, although it is acceptable, but it is a little less pleasant.

And the personnel of Audi, BMW and other companies who were watching the live broadcast were relieved.

800,000!

Although it is also a very competitive price, the lethality is not too great.

Soon, though, they couldn't laugh anymore.

"I said no, it's too expensive!"

"Xingchen Automobile wants to be the largest luxury car in China and the highest-selling luxury car in the world, and it will definitely not work if it is too expensive."

"Our star moon will not only become the most popular luxury SUV within 1 million, but also become an SUV that more consumers can afford."

"So the price of the final Elite Edition is ......"

"666,600 RMB!"

This price in 2023 is definitely not particularly impactful.

After all, in the 21st century, the prices of various commodities in China are rising, but the prices of automobiles have been falling.

In the past, more than 300,000 people could only buy one Yangcheng Honda's Accord, but in 2023, even Audi A4 and BMW 3 Series can be won, and even Audi A6 and BMW 5 Series have plays.

But in 2010, car prices were still relatively strong.

Especially this year's car market is a bit in short supply, and models of various brands are selling very well.

There is less pressure on everyone to reduce the price and sell.

Therefore, the price of 666,600 yuan for Xingchen Lanyue is definitely sincere.

Otherwise, everyone wouldn't think that 800,000 would be acceptable.

"In total, starting at 666,600 yuan, the pressure on Mercedes-Benz and BMW will be greater, and the Audi Q5 is estimated to be unsold."

"Even Porsche is in a hurry."

He Ling naturally followed Yu Yu to participate in the listing press conference of Xingchen Lanyue today.

Although Autohome is the brother company of Xingchen Automobile, before the press conference, He Ling and the others did not know the specific sales price of Lanyue.

The gossip they received before was that the price of Xingchen Lanyue was between 800,000 and 1 million.

Unexpectedly, it ended up with a starting price of 666,600 yuan.

This time, its sales are estimated to be stable!

Xingchen Automobile hopes to make Lanyue a pillar of sales, so it naturally needs to make some preparations.

"This price is indeed competitive, and it is more cost-effective than Xingtu and Yangwang."

"It seems that next year, Xingchen Automobile will start thinking about building a new factory again."

Yu Yu was also in a very good mood at this time.

The better the development momentum of Nanshan Group, the higher the social status of these heads of various business divisions.

In many cases, there is already a little bit of prosperity and loss.

"Starting from Ziweixing, every car of Xingchen Automobile can bring surprises to everyone, and this time Lanyue is no exception."

"In the future, the car market in China should become more and more interesting."

He Ling and the others are in the mood to judge here, but people from other companies don't see it like that.

"McTie, the price of Lanyue is almost 400,000 lower than that of X5, this is not a way for everyone to live."

Amoha was a little overwhelmed at this point.

He heard it word for word just now, the Star Moon Elite Edition is 666,600 yuan, the luxury version is 748,800 yuan, the flagship version is 799,900 yuan, and the Supreme version is 888,800 yuan.

In other words, even if the powertrain system equipped with a V8 engine and a 10AT is equipped with a moon-top configuration, it is less than the starting price of the BMW X5.

With such a price gap, how can you compete?

If the X5 is not made domestically, the impact of tariffs and other aspects alone is enough for them to drink a pot.

That is to say, although Xingchen Automobile has set a low price for sales, it also wants to maintain profits.

Otherwise, if you directly set a price of 499,900 yuan, it is estimated that BMW people will have to sit on wax even more.

"The price of our X5 on the German side is actually not that high."

"Nowadays, the auto parts enterprises in China are also developing rapidly, and most of the parts are purchased locally."

"If we can achieve X5 domestic production as soon as possible, in fact, we can also achieve a price of 666,600."

"Even if we launch a 2.0T engine to further reduce the cost of the powertrain, then it is possible to sell it for 500,000 yuan."

"The headquarters has always been unable to make up its mind, thinking that the United States is the most important market for X5, so the X5 on the Huaxia side is imported from the United States."

"After this year passes, the Huaxia automobile market will completely let everyone see clearly, and let the headquarters know that the price of X5 in the Huaxia market is not competitive, and it is estimated that it will begin to change its attitude."

"When the time comes, whether it's X5 or X7, let's take it over to Huaxia here, and we can play a lot more cards in our hands."

McTee's words are mostly comforting.

But Aymoha also knows that this is the case.

There are really not many foreign-funded enterprises that really attach importance to the Chinese market.

Even if I pay attention to it, I just think of it as a sales market for products, and I don't think about doing it well.

Otherwise, the world's largest automobile market, is it possible that we don't know how many new cars we have developed specifically for this market?

But the actual situation is that whether it is an international auto giant or an international auto parts giant, their real R&D functions are still in the headquarters.

Even in another ten years, the situation will only be slightly better.

Most manufacturers are still reluctant to put their R&D functions in Huaxia.

Whether it's Denso or Hitachi, it's all the same.

"It's placed!"

"Let's find a way to increase the overall sales first, and don't think about the X5 so much."

The advantages of Xingchen Automobile are becoming more and more obvious, but there is really no particularly good way to do it.

Aymoha can only accept this reality.

Fortunately, the Chinese market is big enough, and BMW's brand power is still there.

Therefore, the substantial increase in sales throughout this year is almost a certainty.

So Imoha wasn't worried that he wouldn't be able to deal with the headquarters at that time.

At the scene of Xingchen Automobile's moon press conference, Cao Yang, who had already announced the price, naturally handed over the stage to the host.

The rest is that some stars have performed on stage one after another, which has made everyone feel the lively atmosphere.

With the help of Nanshan Film and Television, these performances are comparable to a large-scale concert.

However, all kinds of media did not have time to watch, and they worked hard to write articles there, striving to make their platforms the first to publish some influential articles.

Nanshan Group has made so many preparations that even the practice of not advertising has been a breakthrough to a certain extent.

That night, Xingchen Lanyue naturally appeared on the hot search on Weibo without surprise.

And celebrities from all walks of life also actively forwarded relevant promotional materials.

Suddenly, the name Lanyue was quickly out of the circle in the automotive industry.

Everyone knows that Xingchen Motors' latest new car has been launched.

"Mr. Cao, yesterday a day each 4S store received more than 1,000 orders, according to this rhythm, Lanyue this car is a success."

"Not to mention the monthly sales of more than 10,000, seven or eight thousand is definitely no problem."

"In the next step, we will also make efforts in overseas markets, and then the sales will reach a higher level."

"Nine times out of ten, our sales target for this year can be exceeded."

Zeng Tingting is in a very good mood.

Although it has been predicted that Lanyue's performance will not be bad, but the prediction is a prediction, in fact, seeing the data fed back by various 4S stores, a stone in her heart can be regarded as an official landing.

Cao Yang attaches great importance to this car, she knows best.

Don't look at the positioning of Lanyue, which is not as high-end as Xingtu and Yangwang, it can't enhance the brand power of Xingchen Automobile.

But this car is the real model used to boost the sales of Xingchen cars.

According to Cao Yang's informal chat, Lanyue's monthly sales in China should be more than 10,000 vehicles, in the United States should also achieve more than 5,000 vehicles, and then in other markets to achieve more than 5,000 vehicles, and the final monthly sales will go to more than 20,000 vehicles.

In this way, one car has contributed at least 240,000 sales to Xingchen Automobile.

Even Zeng Tingting feels that Cao Yang's expectations for Lanyue are more than that, maybe the annual sales of 240,000 units is just a start, and finally Cao Yang wants to make Lanyue the sales champion among luxury SUVs.

Didn't you see some of the parts developed by the Intelligent Network Center, which were the first to be used on Lanyue?

For example, the starry sky sports car pushed out in the early days, some of the configurations are not as good as the moon.

Of course, this problem must be easy to solve.

In the next annual change, the upgraded version of the Star Sports Car will be directly launched, and the technology will naturally be upgraded simultaneously.

This is not a very difficult thing for Xingchen Automobile.

"This is just the beginning, after these years of rapid economic development, there are a lot more rich people."

"In the next few years, this trend will become more pronounced, and luxury cars will sell more than everyone thinks."

"Now everyone has an impression that the growth rate of SUVs is higher than that of sedans, and in the future, everyone's impression will be that the growth rate of luxury cars is higher than that of other cars."

"It's true whether it's an SUV or a sedan."

The situation that Cao Yang said was something that really happened, so his tone was very firm.

Although Zeng Tingting is also very optimistic about the development of luxury cars, her confidence is definitely not as sufficient as Cao Yang.

Now Cao Yang's statement can be regarded as cheering her up.

"Mr. Cao, according to your speculation, what level can the luxury car market go in the future?"

Since her boss mentioned her views on the future, Zeng Tingting naturally didn't want to miss such a good opportunity to ask for advice.

Sometimes, after figuring out the direction of development, some arrangements will appear more calm, more targeted, and the effect will naturally be better.

Zeng Tingting has obviously tried this sweetness before.

"Don't look at the XBBA now, everyone's sales in the Chinese market are still floating at 100,000, but in a few years, maybe Cadillac, Lexus, Volvo and other second-tier luxury car brands can also exceed this level."

"At that time, XABB's sales can reach the level of 500,000, and even our domestic sales can hit the target of 1 million."

Cao Yang said such bold data, Zeng Tingting was directly stunned.

Not to mention their own companies, as far as Mercedes-Benz and BMW are concerned, the sales in China last year were only 60,000 or 70,000 units, and the other was just close to 100,000 units.

If this goes to the level of 500,000 vehicles, wouldn't it be more than five times as much as it is now?

Huaxia's car sales last year reached 14 million.

Although it is still increasing rapidly this year, everyone knows that this trend cannot be sustained forever.

At most, it will increase to the level of more than 20 million vehicles, and it is estimated that it will be difficult to increase.

That is equivalent to the future sales of the Huaxia automobile market, at most double that of last year.

However, the sales of luxury cars are expected to increase by five or six times.

Although Cao Yang has just said that the growth rate of luxury cars will be higher than that of ordinary cars, the difference is too big, right?

So big that Zeng Tingting couldn't believe it.

In particular, Cao Yang said that Xingchen Automobile will sell 1 million cars in China.

Zeng Tingting felt that her pressure was great!

How hard do you have to work to sell a million cars a year?

Thinking of this, Zeng Tingting couldn't help but ask: "Mr. Cao, our company now has everything from sports cars to sedans, to MPVs and SUVs, and even F1 cars." ”

"What model should we develop for the next new model?"

Although there are no new models, the Xingchen Automobile Research Institute is not without nothing to do.

For example, Ziweixing, which has been launched for several years, must also have some facelifts.

Even a new generation of Ziweixing's products need to be designed.

Other models will also make some improvements and launch some new configuration models according to the needs of the market.

This will take up R&D resources.

Therefore, although Zeng Tingting knew that after Xingchen Lanyue was listed, the company had no new models in development, and she did not urge Cao Yang to arrange people to make new models.

But now that Cao Yang has put forward the exaggerated goal of selling 1 million vehicles in China, Zeng Tingting's thoughts immediately began to change.

Xingchen Automobile needs to develop a few more cars, otherwise it won't be able to achieve such high sales, right?

But what kind of car to develop, she is also a little undecided.

It stands to reason that purely for the sake of sales, it must be to develop some entry-level models, and further reduce the price, and sales will naturally go up.

Whether it is an entry-level delivery car or an entry-level SUV, as long as Xingchen Automobile engages in it, it will definitely contribute a lot of sales.

But Zeng Tingting also remembered that Cao Yang once said that Xingchen Automobile does not produce models within 500,000 yuan.

As a result, the positioning of entry-level sedans and entry-level SUVs obviously does not meet this requirement.

For some other models, Zeng Tingting is also a little undecided.

So just ask Cao Yang directly.

"Mercedes-Benz's big G, do you have an impression?"

Cao Yang did not directly answer Zeng Tingting's question, but threw out a question in turn.

"Of course you know!"

"This is a more traditional hard-core SUV, and there are a group of loyal users in China."

"But the price is too high, and the price of millions is not at every turn, and ordinary people really can't afford it."

"Even if you are rich, you may not be willing to buy such a hard-core SUV that is not very comfortable."

Zeng Tingting naturally knows the models of Mercedes-Benz and BMW, the two main competitors.

Even for Mercedes-Benz and BMW models, she can be regarded as having a certain amount of research.

"The traditional hard-core SUV, in the face of the competition of urban SUVs, is indeed discarding armor and completely uncompetitive."

"But the market for this area has always been there."

"Even because of the development of urban SUVs in recent years, a group of potential consumers have been cultivated for hard-core SUVs."

"I plan to develop three new models in the next step of Xingchen Motors, one is a large 7 hard SUV, the other is a medium and large hard SUV, and then there is a medium-sized SUV."

"These three cars, corresponding to Yangwang, Xingtu and Lanyue, form a complete SUV lineup of our company."

As soon as Cao Yang said this, Zeng Tingting was taken aback.

Hardcore SUVs?

Do you want to do three in one bite?

Isn't it too radical?

You must know that in Huaxia, except for Mercedes-Benz's big G, there is no luxury SUV that can be regarded as a real hard-core SUV.

Even Land Rover's models already have a strong urban SUV style.

Is your boss going against the trend?

But considering Cao Yang's past achievements, Zeng Tingting didn't dare to question it easily.

just mentioned one point, and said: "Mr. Cao, hard-core SUVs often look very domineering, and many consumers like them, but I'm afraid there won't be many people who actually buy them, right?" ”

In Zeng Tingting's view, this market is too small.

Even if you really want to do it, then it will be enough to develop a medium and large SUV that is compatible with 5-seater and 7-seat configurations.

There is no need to risk the development of three models at the same time.

"That's not necessarily, there are more and more choices of urban SUVs, but there are very few options for hardcore SUVs."

"We can develop this part of the market."

"And developing three products at the same time, the difficulty is not as great as you imagined."

"First of all, in terms of powertrain, we all have ready-made solutions that can be used, and we don't need to redevelop them."

"In terms of the interior and configuration of the model, we have two parts to learn from."

"The only thing that needs to be changed is the chassis and the exterior of the body."

"This may be a very difficult thing for some other car companies."

"But for Nanshan Group, there is no difficulty."

"Besides, although we are developing three hard-core SUVs at the same time, we are not going to launch them at the same time."

"When the time comes, one by one, it will continue to attract heat, and perhaps the market performance of hard-core SUVs will not be worse than that of urban SUVs."

"Especially as a consumer of luxury cars, they tend to be more independent and independent."

"The flamboyant appearance of a hard-core SUV can definitely attract the attention of a group of consumers."

"At that time, we will be able to leave competitors such as BMW, Audi and Porsche behind, and only one Mercedes-Benz big G can barely fight with us."

"But we have three brothers, is the Mercedes-Benz big G enough to see?"

Cao Yang didn't suddenly want to engage in a hard-core SUV on a whim, but really felt that the market in this area was still very promising.

Besides, SUVs will continue to be popular, and if Xingchen Automobile wants to develop new models, it must develop SUVs.

When the time comes, the two series of SUVs complement each other and can directly become the industry benchmark.

By the time other car companies reacted, the hard-core SUV market was already the world of Xingchen Auto!

(End of chapter)