Behind the “Alpha” price increase: How does the God Car make no competitors?

Accidentally encountered on the road, Alpha, will be involuntarily attracted by its domineering appearance, maybe lucky, perhaps you will see a big star in the car. This is the car, in the country there is almost no regular sales of a current car, 70,000 to 800,000 price is not cheap, but also to increase the price of 300,000 to buy, people love and hate. Such a hot car will naturally attract many domestic manufacturers to imitate.

Another thing that people find puzzling is that a nanny car that pursuing ultimate comfort and even completely ignoring the driving experience is actually a frequent visitor who is haunted by the world of modification. It is totally incompatible with the MPV in the impression. This is why?

What does it mean that Alfa is spoiled by the increase in price?

"You cannot buy an original Alfa without increasing the price." According to the consultation with the dealers, Alpha's quotation is a low price increase of 350,000, and a high price increase of 400,000. Alpha currently has two configurations in China: a 3.5L luxury version of 759,000 yuan, a 3.5L premium version of 814,000 yuan, and a part of the price increase of about 1.2 million. Even after paying the deposit, the car cycle is more than a month.

Excluding the insufficiency of imports, the "irreplaceability" of Alpha at the same level and the "carrying" effect of many stars are also important reasons for its long-term price increase.

Although, in terms of size, Alfa is even less than GL8, Alfa provided almost all seat combinations that can be thought of. All seats of the car can be independently moved back and forth and the backrest angle can be adjusted. On the second row of the key, the space and comfort of the first class of the aircraft can be achieved, as well as the luxurious feeling of wood grain, leather and LED atmosphere lamps in the interior, and the effort in the NVH and chassis comfort. This makes the car particularly suitable for travel needs of celebrities and bosses.

In fact, starting from Toyota's creation of Alpha, it has never been treated as an MPV. Instead, it is developed entirely on the standard of luxury cars. And because of its body style, Alfa can achieve a lot of limousines on the basis of maintaining absolute comfort can not be achieved, such as the seat completely down, such as natural posture when getting on and off the car.

In Elfa's hot-selling Hong Kong and Macau region, stars and bosses are almost ready to prepare an Alpha. And an interesting phenomenon is that people who own Alfa often have a luxury flagship sedan such as the S-Class or the 7-Series, but the person who owns an S-Class sedan may not have an Alpha, which is already sufficient. Explain the market position of Alfa.

Another important reason why Elfa sells well among celebrities is its unique personal charm. A car that pays attention to the comfort of the rear seat is full of sharpness in the appearance, especially in the front face, and it is very popular among the high-end consumers who pay attention to the individuality. Almost all the rich people who bought Alpha will bring it to the remodeling plant to make a turn. In addition to the conventional appearance changes such as sieving, front face, and pull flowers, many of them will be modified on the chassis, such as changing the size of the chassis. Brake calipers, even changed to HellaFlush's low hurricane. This fame in the world of modification has also made a good cut in the pain points of the potential consumer groups in Elfa and met their personal needs.

Stars have always had a strong ability to “carry goods.” The favor of the Heavenly Kings and Heaven’s favor has allowed Alpha to bring its “star aura” on its listing. On the other hand, Alpha sold in the country is basically the same as the top model in Japan, but the low-grade models sold in Japan have not been introduced into the country. This is one of the reasons why Elfa is in short supply.

Has been imitated, never surpassed

The fiery nature of Alpha’s presence in China has also made the car “loose out” on many MPVs in local car companies.

If there is no word for Dadao V8, I may even think that this is a modified model of Alpha, and even the front face has adopted the design of the Japanese crown. Only the Daoda V8 did not keep up with the changes of Alfa's. The car body more referenced the old Alfa, for example, it did not have a suspension roof design.

However, it is believed that many people are still unfamiliar with BeiDa Yunnan Ruili Motor Co., Ltd., a manufacturer of Daota V8. Beiqi Yunnan Ruili Automobile Co., Ltd. was established in 2013 and is BAIC Automotive Industry Base in Yunnan. A considerable part of its production models will be sold to Southeast Asia and South Asia. Daoda V8 will also launch the right rudder version to the Southeast Asian market in the future.

As is known to all, the Japanese brands represented by Toyota in South East Asia and South Asia have an absolute dominant market share. This kind of "Too much like Toyota" car pushes Toyota's flagship market, which is rather subtle.

The other one who almost moved Elfa almost intact was the Kowloon Effie. Kowloon Motors is a manufacturer of light passenger cars and commercial vehicles in China. Apart from its front face design and power system, this Effie has almost 90% similarity to the older models of Alpha, but it has a 150-horsepower 2.4-liter engine. , coupled with 4AT gearbox, even if the price is only a few hundred thousand, how to compete in today's auto market?

In addition to the more serious models of the two plagiarism, there are actually some MPVs in China that have more or less the shadow of Elpha, such as the Sichuan Mustang M70 that may be listed at the Chengdu Auto Show.

Are prices really high, do you really have no competitors?

The luxury MPV is very large in the blank areas in China. This can be seen from the comparison of Alpha's comparison models in the car home. Even the GL8 and Aleris, whose prices are only one-third to one-half of the Alpha, appear in comparison. In terms of options, it is sufficient to see Elf's lack of competitors.

There is no overlap between the main coverage of natural GL8 and Elliott and Elf. In the early years, the third-generation nobles really wanted to make a battle with Alpha, but the import channels were not straightened out at the time. Many of them were imported from the dealers, and they were expensive. They were not in the market. There is too much influence on it.

With the official import of the fourth-generation nobles, their positioning has changed after several changes. The official guide price of 468,000 yuan, home style, let it completely stand on both sides with Alpha's luxury and personality, and it does not constitute a competitive relationship.

The rest is Mercedes-Benz V-class. There is no doubt that Mercedes-Benz's brand value is higher than Toyota, with the top-level Mercedes-Benz V-class and Alpha, Mercedes-Benz V-class in the allocation of technology will also win the Alpha, a set of active security configuration in Alpha all Can't find it.

But for potential consumer demand, Toyota is clearly more penetrating than Mercedes. For example, the 2.0T engine used in the Mercedes-Benz V-Class, the rigid suspension and seats, and the manual adjustment of the rear seats moving back and forth, these are not the consumers who want to buy this car, but those who only drive The meaningful high-tech equipment also cannot constitute the attraction of the buyers in the back row. Although the Mercedes-Benz V-class is sufficient for business, it is still not as good as El Fa's understanding of oriental aesthetics and preferences in the creation of a luxurious atmosphere.

In contrast, the Mercedes-Benz V-class is more suitable for the business reception of high-end enterprises. Compared with Alfa's broader position, the Mercedes-Benz V-class can't attack Alpha in all dimensions.

Comfort, luxury, personality, word-of-mouth effect, and no competing products have all contributed to the pursuit of high-end consumer groups and fierce price increases. Of course, the insensitivity of the high-end consumer groups to the price also makes this price increase “right”, which is a normal “price and value” economic law phenomenon. In order to end Elphar’s increase in momentum, apart from introducing a sufficiently strong competitive product to divert its market share, it has sufficient sense of crisis and no other way.

Just now, it seems that in the face of this high-end, narrow-minded, diversified, and personalized market segment, it seems that no manufacturer is willing to invest too much effort, and it is not willing to hard-fight with Elfa, whose position has long been unshakable.