Po Chun 630, please be prepared for failure

Baojun 630 entered the competitive car market Baojun? Have not heard! I only heard BMW!

On the 9th, the transformation of the mini-vehicle boss SAIC-GM-Wuling (SGMW) and the first passenger car Baojun 630 went public. Xiao Wu, who is planning to buy a car, has never heard of such a brand.

This, in turn, is the biggest problem that SAIC-GM-Wuling’s general manager, Shenyang, and their senior executives will face. In the mid-level car market with the most models, the fiercest competition, and independent brands, what kind of destiny will the “born” Baojun 630 welcome?

Only playing Wuling from the Excelle platform should not be a selling point. The listing of the Baojun 630 can be described as "long-awaited." After three years of low-key research and development, the momentum of one year, the Shanghai auto show debuted, and the listing date dragged on and on, indicating that the SGMW Baojun’s first model’s attention.

However, the success rate of Baojun 630 out of the Excelle platform is more risky. It has been proud to claim that Baojun, which owns SAIC, GM and Wuling resources, has the name of a joint venture and has more quality resources than its own domestic brands. The Baojun, if too much emphasis on pedigree, is inseparable from the shadow of Excelle.

Excelle is not a pure Buick model of Shanghai GM's lineage, because of its cost-effective achievements of its market position, but now the market appeal has been flowing. Since the listing of Yinglang, Excelle still cannot change the fate that will be abandoned by Buick. Coupled with the current terminal discount has been nearly 30,000 yuan, the price fell into the 7 million range, from the Excelle platform Baojun 630 to rely on Excelle's residual heat to play a role, is tantamount to self-annihilation.

When we dive deep into the Baojun 630 lineage, Bao Jun’s sorrow was also exposed. As a passenger car project that SGMW must launch, the bottleneck of technology has made it only possible to turn to GM. It was once prevalent that SGMW used 10% of its equity to exchange technology for “rumors”, but if Baojun was only digested by the old platform Furnace, Baojun follow-up product development is even more worrying.

1, compared with its own brands competitors: Tengyi C30, BYD F3, Chery E5 and other advantages: large space, long wheelbase disadvantages: configuration is not rich, dynamic performance is generally in these opponents, Tengyi C30, BYD F3 month Sales have reached more than 10,000, Chery E5 has just listed on the nearly 5,000 sales, which are Po Chun 630 must not be underestimated.

In contrast, the Baojun 630, which took the “people-friendly” route, although it was sincere, still lost the battle. Although its appearance is in line with the aesthetics of the majority of working-class families on the car, and it has the largest wheelbase in the same-price sedan, the interior space is relatively spacious. But unfortunately, its size is not outstanding, and no matter how it compares with Chery E5 and Tengyi C30, there is not much advantage in configuration. Chery E5 configuration is very rich, the most cost-effective, Tengyi C30 more balanced in all aspects, BYD F3 advantage is the low price.

Powered by similarly equipped with a 1.5-liter engine, the Baojun 630 is equipped with a new dual-overhead camshaft naturally-aspirated engine (DOHC) developed by SAIC-GM-Wuling that is similar to the Chery E5 and BYD F3 with only a slight advantage. The Tengyi C30's 1.5L model has more CVT transmissions than the other three competitors, which is also the most important requirement for the Baojun 630.

Judging from the configuration of the Baojun 630, it seems that there is not much sincerity. It does not have sufficient reason to overwhelm the opponent. The market performance may not be able to reach the monthly sales of 10,000 vehicles.

2. Comparing with Shanghai GM models Competitors: New Sail advantages: One level higher than the new Sail, configuration higher disadvantages: No new Sail brand foundation mentioned SAIC-GM-Wuling Baojun 630 price, many people will immediately think of Shanghai GM's New Sailo, which has been on the market for more than a year, has a minimum price of less than 60,000 yuan, which also puts pressure on independent brands. And the price of Baojun 63,306,800 to 73,800 yuan will naturally not compete.

Thanks to the brand's appeal and balanced product performance, sales of new Sail all the way up, the first half of this year exceeded 70,000, an increase of 63%, becoming the same level of car sales. While belonging to the Shanghai GM’s brother model, the Baojun 630 has differences in body size and wheelbase, which makes it possible to classify the two to different levels of vehicle classification, but the same price and similar quality, and oriented The same positioning of the "first-time car buyers" may inevitably lead to competition between the two.

Yuan Zhijun, deputy general manager of SAIC-GM-Wuling, stated that Baojun’s greatest connection with the new Sail is to use the Pan-Asian Automotive Technology Center. There is no doubt about this. Since the Baojun brand was introduced last year, Baojun has no market base and no brand accumulation, compared to the Sail European brand that is backed by the Chevrolet brand.

3. Competing with competitors: Competitor: Guangzhou Automobile Honda Concept S1, etc. Advantages: Low price disadvantage: No brand power, few outlets for independent stores, no experience in manufacturing and sales of passenger cars, and joint venture autonomy, listed on April 17 of this year. Guangzhou Automobile Honda concept S1 is also the Po Chun 630 must face.

Since the concept S1 was listed for more than three months, it has sold nearly 10,000 vehicles. There are three major advantages of the concept that the Po Chun 630 cannot match. First of all, Guangben’s brand recognition and reputation in the passenger car market are much larger than that of SAIC-GM-Wuling; secondly, the concept utilizes a broad sales network that has matured to the fourth-tier cities; furthermore, concept S1 vehicle Warranty 3 years / 100,000 km, and Po Chun 630 only 3 years / 60,000 km.

Relying on the concept of relying on the sales of Guangben 4S shop, Baojun 630 did not rely on the Shanghai GM channel, but built a separate shop. Because of lack of confidence in the brand, even the original SAIC-GM-Wuling dealers are not strong enough.

Guangqi Honda has 470 first-class specialty stores and 65 second-tier specialty shops nationwide. As a 4S concept brought to China's Guangzhou Automobile Honda, its sales service industry has a reputation, concept S1 has an unparalleled advantage of its own joint venture.

In fact, the sales channel is the biggest weakness of Baojun 630.

Although the micro-vehicle network owned by SGMW touches each county-level city, it has a large number of consumer groups and a good reputation. However, the audience of mini-vehicles and passenger cars is totally different. Most of the consumers who buy micro-vehicles are used as production materials. Therefore, the stability of cost and performance is the most important consideration. The consumers who buy cars are more to improve the quality of life, and consumers in third-tier and fourth-tier cities. It is more sensitive to the identity and status of the car. Therefore, the micro-car network and reputation are like a “double-edged sword” for Baojun, but it is still difficult to comment on it.

The dealership of Baojun 630 is mainly absorbed by the integrated dealers and some new distributors in the original channels of SAIC-GM-Wuling. At present, Po Chun has more than 100 dealers. Checking the dealer network of Po Joy's official website will reveal that Po Chun's tentacles have not been far enough, especially in the first-tier cities. As far as Guangdong Province is concerned, there are currently three businesses in operation, namely in Chaozhou, Zhongshan and Shantou, while Guangzhou currently has only one foundation, like Dongguan, Foshan and Shenzhen. There are only one in Beijing, Shanghai, and Tianjin, and there are none in Chongqing, Jiangxi, and Hainan.

Baojun 63,306,800-73,800 yuan is a relatively concentrated price range for self-owned brand models. If you start a price war, SAIC-GM-Wuling is the first to enter the passenger car market.

As Yuan Zhijun, deputy general manager of SAIC-GM-Wuling said, the biggest difficulty of Baojun 630 is how to let consumers understand it.

Baojun relies on SAIC, GM and Wuling, the three “big names”, and is said to be born with a “golden key”. However, for SAIC-GM-Wuling, which is accustomed to victory, the strategic transition from focusing on mini-vehicles to “taking the business together” will inevitably experience the pain of the transition period, which will take time or even failure to make up for it.

In terms of rationality, the Baojun 630 is in short supply and the only thing missing is "failure." If it wants to succeed, it must be market-leading and not just relying on a pair of horse head logos.

On many occasions, Baojun 630 was compared to Shenyang, the general manager, as Wuling's second child. Then, in the face of the complicated Chinese auto market, Bao Zhaojun obviously has a long way to go as it slowly grows up and slowly integrates into a cruel society.

I remember that Shenyang told the media at the listing site: “The child was relieved when he took part in the work on the first day.” However, it is obviously not a time to be relieved. We still can't help but kindly remind the child: Prepare for failure!