Data Map: Vehicles traveling in urban areas of Beijing. China Xinxin reporter Jin Shuoshe
How can a car sell? Recently, Chuanqi Mustang spoke to its flagship Spica of its first MPV model, and announced that it would open the “acquisition by pounds†era. Comfortable version of 20 yuan per catty, luxury version more expensive, 24 yuan per catty. To be honest, this price is less than a pound of spareribs.
As such, the heavier the car, the more expensive it should be? Is it that many years of design, R&D, and production efforts in the eyes of Chuanqi Mustang are less valuable than ribs? The biggest possibility is that even companies do not know exactly what the car is and what the purpose and significance of the car is.
I have never heard of aircrafts or ships selling them because the most important core value of these vehicles is safety. Is the aircraft heavier or safer or lighter and safer? The insecurity of flying in the sky means that the plane will be destroyed and the insecurity in the water may sink. The car is also a reason. Weight and safety have not been positively correlated with scientific arguments, and they are not related to prices at all.
The car is not a "iron shell" on four wheels, but is the second home for modern people to travel. It is an essential means of transport. Because of this, the core of its value is also safety and reliability. It also involves the safety of drivers, pedestrians and even the entire transportation network in which they are driving. At the same time, as a part of the technology-intensive, capital-intensive, labor-intensive, resource-intensive industries, automobiles also have extremely high requirements for vehicle active safety, passive safety, reliability, comfort, and environmental protection.
A car from design, research and development to the final mass production, at least five or six years, up to seven or eight years. During this period, a large amount of testing and verification is required. A large part of the cost and time spent are all to ensure the core value of vehicle safety and reliability. These are not measured by weight. This is also the reason why well-known auto companies such as Mercedes-Benz and BMW do not adopt such a marketing strategy as "on the kilka".
If Chuanqi Mustang's first MPV model is really polished for many years and it has been improved, how can it be priced? In a sense, selling a car is a negation of the value of self-brand, and it also leads people to produce "poor quality" product speculation. This is probably the reason why Chuanqi Mustang has always been difficult to tear down the labels of “shanzhaiâ€, “poor quality†and “no core technologyâ€. What is the technological content of a vehicle that uses "discounts on selling goods" as a means of promotion?
It is not terrible for an automobile manufacturing company to suffer from self-paralysis. After all, the Chinese market is large enough to carry a “negative label†to survive. The terrible thing is that there are a lot of car companies like Chuanqi Mustang that are under the banner of "On the sale of catty," and don't attach importance to safety and reliability. For example, the SAIC GM Wuling Baojun 310W (premium version) and Zotye Z200 have not even had an airbag. This is just the tip of the iceberg. According to incomplete statistics from the media, there are 150 models without airbags in passenger cars sold in China, not only Changan, BAIC, Geely, JAC, Chery and other major brands, but even Dongfeng Nissan and SAIC General Motors. Chevrolet, Changan Suzuki and many other well-known joint venture brands.
Why are automotive products without complete safety features still popular? After all, the basic reason is that most Chinese consumers are still at the initial stage of car awareness. Being able to run, to open, to be able to load, to be able to hold people, and to have a low price is enough to attract their car, and focus on safety. There are few consumers of key issues such as reliability and reliability. As a result, some car companies that only look at the money and lack sense of social responsibility catered to consumer demand by reducing the cost of safety and reliability configuration, and created a car that could “discount on salesâ€.
In contrast, developed countries such as Europe and the United States have already taken mandatory installation measures for some necessary safety configurations. For example, in the United States in 2013, regulations were issued requiring all side vehicles to have side airbags installed. In addition, ESP body stabilization systems, automatic brake assist systems, reversing images, etc. are also mandatory standards for some developed-country vehicles. At present, these basic standards are still "luxury goods" in China.
Poorly-safe vehicles are widely favored in China. Of course, it is because of the lack of safety-conscious consumer attitudes. However, at the same time, the media has repeatedly ignored and condoned the phenomenon of “selling cars on the basis of weight†and the country’s compulsory safety of vehicles. The inadequacy of standard formulation, implementation, implementation, and supervision also makes the existence of this undesirable phenomenon seem reasonable.
Premier Li Keqiang emphasized that "promoting the upgrading of the quality of the manufacturing industry," but on the other hand, "manufacturing companies" play a big role in the automotive industry, "discussing how to sell goods." With such force, how can China's auto industry become bigger and stronger? Bigger and stronger, should not only stay in the sales figures, but also more reliable quality and lower failure rate behind the figures.
Of course, it is also unlikely that it will be expected that car companies will find their own conscience and change their consciousness. After all, the purpose of a business is to make profits, and it has been doing so all the way for decades. Without effective supervision by the objective media or other third-party agencies, only high-level mandatory laws and regulations can be relied upon to force the elimination of a batch of companies that produce vehicles that are not compliant with the "disposal of selling cats," so that they can The upgrading of the automotive industry is not a matter of standing still, or even a substantial decline.
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