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Text Chapter 4028 Similar to BMW?

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    Relatively speaking, Volvo is better positioned.  But the negative energy of car owners before the accident will also affect many potential consumers!  For example, an uncle bought a Volvo and was depressed all day about why he believed Jia Hongjian's evil deeds. He told his friends and relatives all day long not to buy a Volvo.  Then a year later, bam!  There was a serious car accident, and the engine of the car on the other side hit the luggage compartment.  Our Volvo's bumper is just deformed. At this time, the uncle finally understood what's so good about Volvo, but his relatives and friends who bought new cars this year were persuaded by him to buy other brands In this way, we in China  Didn¡¯t Hi-tech lose potential consumers?

    Therefore, Jia Hongjian felt that if Volvo could be bought, then the product image of Volvo should be designed with safety as the core and family, comfort and partial luxury as the promotion points.  To put it bluntly, the designed image of Volvo is that it is a car that rich people should drive when taking their wives and children out to play or when visiting relatives. It is a car that should be driven when traveling long distances for some matters.  car!  It doesn't matter what kind of sports performance it is, and it doesn't matter whether it looks cool or not.  The most important thing is comfort, not getting tired after driving for a long time, a car suitable for the whole family, and a car that can protect the whole family!  In this way, young people in their 30s who are successful in their careers feel that they should buy a Volvo after starting a family and starting a business. They feel that buying a Volvo is a manifestation of responsibility!  For a rich middle-aged man, he may need to drive an Audi or a China car when doing business, so buying a Volvo for his wife is the most considerate move for his wife.  This is caring about your wife¡¯s safety!

    Volvo is relatively well positioned, so how should Saab be positioned?  This Saab is also from Sweden, and has the same safety features as Volvo. They are designed to prevent rollover.  In terms of anti-rolling, it is still very technical.  If Volvo is not owned by us, then we can make Saab our Volvo, a brand known for its safety and a warm brand.  But the question is what if we buy both Volvo and Saab?  what is it now?  Although in actual operation, there is a chance that the two brands cannot be included under the banner together, but as the boss.  As the captain of Huaxia Automobile, Jia Hongjian must consider all possibilities, must see further than everyone in the company, and must plan the future path!

    ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? How to position Saab under such a situation?  From the perspective of middle-aged and elderly people, people like more old-school appearance, so we have the brand Zhonghua. From the perspective of middle-aged people, Zhonghua Business Sedan, Volvo and even Tesla can meet their various needs.  From the perspective of 3-year-olds, the brands of Volvo and China Automobile are enough.  And for young people in their 20s, those with money will definitely buy Tesla, which is sci-fi and trendy, and how easy it is to pick up girls!  Even Tesla is launching an SUV!  As for young people in their 20s who have no money, the Huaxia Automobile brand¡¯s cars priced between RMB 50,000 and RMB 20,000 can meet their various needs!  For example, if the positioning of young people's first car is more sporty, there are also hatchbacks developed from MG, which focus on sports and driving experience.  And for those with general needs, we also have various options for them to choose between 50,000 and 150,000.  So really counting, there really isn¡¯t much room left for Saab!

    When many brands under a company have their own positioning and target consumer groups, and there is still a sub-brand that does not have a positioning, then this sub-brand will naturally be very miserable because without a positioning, it means that the propaganda caliber is vague, so  It means there is no bright spot!  It means that consumers don¡¯t know why they should buy this car!  Volvo can also rely on its safety reputation to attract people. However, Saab has not yet gained a reputation in China and has no publicity points. How can it get people to pay for it?  This must be a problem!  So how to do it?

    After much deliberation, Jia Hongjian took a closer look at the introduction of the Saab 9-3 and 9-5 platforms. The 9-3 platform is the basis for sports sedans and uses technologies from foreign manufacturers such as Opel. Generally speaking, it feels better.  .  As for the 9-5 platform, it is a luxury sedan platform, focusing on luxury, comfort and powerful horsepower!  To be honest, it is really difficult to design the positioning of the entire Saab after it joins China Automobile.  It's like saying that BMW is a better brand, but BMW focuses on the sports performance of a good brand, while Mercedes-Benz focuses on stability and business-like heaviness. If the two are under the same brand, it will look weird.  .  And Saab has gathered these two directions under one brand!  So which one should we choose?

    If you choose luxurious and thick, then we have the Zhonghua brand, and two similar sub-brands will be at war within.  If you choose the sports model, to be honest, this Saab is unlikely to be able to beat Tesla!  Or how about we make Saab look like BMW owned by China Hi-tech?  Make China the Mercedes-Benz and Audi owned by Huaxia Hi-tech?  In this way, Saab can focus on safety and sports performance, and the appearance does not need to be so conservative or so stylish.The style is thick and thick, and the overall style can be more youthful and sporty.  At the same time, the main focus is on driving fun and so on, so that the sporty feeling can be felt!  Although people who really have the money to buy a car worth more than 400,000 yuan may not really experience the feeling of sports driving, but once the brand is established and consumers recognize it, it is up to the consumers whether they want to experience it or not!  Just like people who buy a BMW, how many of them do it for the BMW¡¯s handling experience?

    And isn¡¯t this Saab¡¯s predecessor designed by the same designer who designed fighter jets?  Then what kind of more masculine positioning can be achieved?  It looks like driving a Saab is like flying a fighter jet, making it look particularly masculine?  Looking particularly masculine?  Then the overall interior layout of the car also adopts a certain design idea of ??a fighter jet. In addition, it also needs to look more metallic, colder, harder and more masculine?  Does it make driving a Saab just like flying an airplane?  In this way, the target consumer group is generally rich, but relatively young in mentality.  For example, let's say a young man whose family owns three or four houses in a big city and a few storefronts, let him open Zhonghua, it's too old-fashioned.  Let him drive a Tesla. It's too expensive. If this Tesla were to be sold in China, the taxes and fees would be at least 7 to 8 million!  And Saab may only cost more than 40,000. In this comparison, Saab is a better choice.  Relatively speaking, Volvo is more focused on family, and it would definitely be a bit awkward for a young man who has not yet started a family to choose a family-oriented car, but maybe Saab is good?  At the same time, for people in their forties or fifties, if they have a relatively young mentality and are not particularly big bosses or officials, then driving a Saab is quite consistent with their status and won't appear too out of the ordinary?

    Thinking about it this way, it seems that positioning it like this is a bit confusing!  I just don¡¯t know if I can continue on this path in future research and development!  (To be continued.)
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