In the past, the 150,000-class plug-in SUV market was basically the world of the BYD Song SUV family. However, starting from this year, friends have awakened one after another. Before Haval launched the Xiaolong series, after Geely launched the Galaxy series, the price is also more than one.
138,700 – 173,700 yuanThe pricing of the Geely Galaxy L7 surprised everyone.
Because from the past information and publicity caliber, Geely Galaxy L7 is a 200,000-level product, and it will be sold to more than 180,000.
Now, the top version of the Galaxy L7 is less than 180,000, and the internal volume of the car market this year is evident. So 130,000 started the Galaxy L7, what is the last resort, so that it is more than 50,000 lower than the previous "blow price"?
Well, first of all.Geely brand needs a new energy explosion too much…
According to the statistics of the Passenger Federation, in the sales rankings of new energy manufacturers in 2022,Geely Automobile Group ranks fourth after BYD, SAIC-GM-Wuling and Tesla ChinaSales volume increased by more than300%…
However, it is worth noting that the sales of 328,700 new energy products of Geely Automobile Group in 2022 were jointly contributed by Geely, Geometry, Lynk & Co, JK, Ruilan and other brands.
The Geely brand accounts for a relatively small proportion of the group’s total new energy sales, only 8%, which is somewhat unreasonable. So,The Galaxy series has, to a certain extent, taken on the heavy responsibility of the Geely brand’s development in the field of new energy…
According to Geely’s original plan, the positioning of the Galaxy series is high-end, at least slightly higher than the mainstream 150,000-class plug-in SUV.
But the pioneer BYD and the latecomer Haval are willing to sacrifice blood to reel in low prices, how can Geely Automobile sit firmly in Diaoyutai?
Rational analysis shows that Geely’s brand reputation in the field of new energy is not even as high as that of Lynk & Co and Geometry. In addition, the group has brands such as Krypton and Volvo in the mid- to high-end market, so even if Geely has high hopes for the Galaxy series, it will inevitably lead to the Galaxy series being difficult to hold high.
But Geely Auto urgently needs to establish a certain awareness in the new energy market, "Abandon the force, choose the market"Is the correct way to solve the problem. Therefore, it is reasonable for Geely Galaxy to choose" ultra-low price to enter the market ". After all, those who know the times are Junjie.
Although the official price of Geely Galaxy L7 is indeed a lot lower than the previous "hair price", careful netizens have discovered that the configuration of the medium and low version of the Galaxy L7 seems to be a bit "beggar".
The controversy over the Galaxy L7 configuration mainly focuses on the number of airbags, L2-level driving assistance, and some comfort configurations.
For example, Galaxy L7 minimum with only 2 airbags, to know that this is a price of more than 130,000 independent brand models; and the price of 153,700 with only 4 airbags, and there is no L2 level driving auxiliary features. So if you have obsession with the active and passive safety functions of the vehicle, it is necessary to start from the 163,700 of the second top.
However, if you want to say that the Galaxy L7 has a low configuration, it has been equipped with a 16.2-inch passenger entertainment screen since the second low configuration, which makes people feel a bit fascinated. Many netizens said that they would rather replace the passenger entertainment screen with a side air curtain and L2-level driving assistance.
In addition, the top has the front seat heating/ventilation/massage, as well as the panoramic sunroof that can be opened, and the high-end models need to be selected to obtain, which also makes some netizens complain.
Although the Galaxy L7 appears to be a bit unreasonable in terms of configuration distribution, it has to be admitted that it is still very cost-effective in terms of power and appearance.
First of all, Haval Xiaolong and BYD Song Pro DM-i are equipped with a 1.5L engine, while Geely Galaxy L7 is equipped with a 1.5T engine, which is better in terms of power performance and fuel consumption, and the cost will naturally go up.
In addition, the engine of the plug-in hybrid model needs air intake and heat dissipation, so many plug-in hybrid models, including the BYD Song Pro DM-i, retain the same large-size intake grille as the fuel car. The Geely Galaxy L7 is unique in using a high-value closed grille, so the technical difficulty of solving the engine intake and heat dissipation is greater, and the cost of investment is higher.
From this, it can be seen that the Galaxy L7 places more cost on power, appearance and passenger screen, and the "shrinkage" of active and passive safety configurations seems reasonable.
After all, the principle of "you get what you pay for" has never changed. Within the limited price, consumers cannot want, want, and want it.
Of course, I believe that before the launch of Geely Galaxy L7, it must have been expected that some netizens and media would complain about the unreasonable distribution of active and passive safety configurations. Geely may also have its own considerations for doing this.
Perhaps from the perspective of real users of Geely Galaxy L7, they don’t care about these aspects at all when buying a car.As long as you go to the store to test the car, it feels good and the price is reasonable, you may place an order directly.
Take the Chinese version of 153,700 yuan (2023 1.5T 115km PLUS) as an example, although it lacks a side air curtain, it is equipped with a 16.2-inch passenger entertainment screen. The visual impact and gimmicks of this thing will definitely impress many consumers on the spot.
In addition, the number of airbags is not very strong for most of us, and we may not need to drive once in a lifetime.
Of course, this is not to say that it is not important, but the importance of airbags can not be intuitively felt when real users buy, especially for users with a budget of about 150,000, they may prefer a panoramic canopy, rather than a pair of side air curtains that may not be used at all.
Sometimes we have to admit that although the number of cars in our country is increasing year by year, there are not many people who can really be called "car understanding".Many budget 150,000 users, they want nothing more than a good-looking appearance, practical space, abundant power, low fuel consumption and rich perceptible configuration.
You can say that they don’t understand cars, but they are real car buyers. Geely may have figured out their thoughts, so they have the Galaxy L7, which seems to have an unreasonable configuration distribution.
As for the complaints of "keyboard warriors" on the Internet, it is actually more like a "survivorship bias". They may not buy Galaxy L7 at all, and they cannot represent most of the audience of Galaxy L7.
For consumers who don’t care about configuration distribution, the price of Geely Galaxy L7 is indeed very attractive, but the blind subscription policy may have become a small regret.
According to the discussion of the forum and the circle of riders, Geely Galaxy L7 did persuade some wold-be users who did not participate in the blind booking before, after all, everyone wants to save a little bit.
According to official data, Geely Galaxy L7 launched a blind subscription activity in February, with users paying a deposit of 599 yuan to get 5,999 yuan, but limited to the top 10,000.
In addition to the limited number, the original mid-to-high-end positioning of the Geely Galaxy series also led some users not to include the Galaxy L7 in the list of options.The "smoke bomb" made everyone overestimate the price of Galaxy L7, and the pricing news of 15-200,000 yuan was flying all over the world, and many consumers were persuaded by the "high price" in the early stage.
As a result, I didn’t expect the actual listing price to be so low. When I wanted to buy it again, I found that I had missed the blind order of several thousand yuan, which was unacceptable to anyone. I think the "price smoke bomb" in the early stage of Geely Galaxy L7 should be mainly responsible for this matter.
In addition, the blind order of Geely Galaxy L7 has less momentum, and the lack of publicity has caused some intended customers to not notice this at all, so they naturally missed it. In addition, I learned after inquiring about the 4S store that,Blind orders for Geely Galaxy L7 cannot be transferred.Therefore, there is basically no way for everyone to save more money.
Fortunately, Geely Galaxy L7 offered listing rights of 2,000 yuan to 6,000 yuan, as of June 30, which can be regarded as a little compensation for those who did not book blindly.
Of course, if you both participate in the blind order, but also before June 30, that auspicious wool will soon be bald by you.
In any case, the Galaxy L7 finally showed us an "ultra-low price entry" effect, which is enough. At the same time, the pricing of the Galaxy L7 also shows us Geely’s determination to make a big difference in the 150,000-class new energy SUV market.
It has to be said that the 150,000-class new energy SUV market is really a "fairy fight", and the ultimate benefit is still the majority of consumers.What do you think of the pricing of Geely Galaxy L7? What else is worth improving?
