Land Rover's new generation of discoveries (hereinafter referred to as the new discovery for Discovery 5, and the current claim for Discovery 4) are finally on the market. Due to the “subversion†of the styling and platform relative to Discovery 4, it has been found that 5 has caused considerable controversy since its release. However, what I want to say here is that if you still find 5 (the designer), it only shows that you really don't understand Land Rover. Because from any angle, the discovery of this transformation of 5 is a necessity.
Every brand, especially a brand that has a bit of history and self-identification, always likes to create a cultural atmosphere through relatively fixed design and some meaningful events. In the impression of many people, Land Rover is an extreme brand that advocates off-road. So as long as the Land Rover's car is not "hard" (hard here means "hard-off off-road", the same below), it is regarded as "compromise to the world."
Here, Che Yunyu wants to clarify two misunderstandings. First, Land Rover is not the ultimate brand for cross-country, which is very different from the JEEP culture. The reason why everyone formed such an impression is roughly related to "Land Rover does not produce cars", "Land Rover organized a lot of off-road events and activities", and in many film and television dramas, documentaries, Land Rover Defenders "strong". In reality, however, in addition to the earliest Land Rover, and the Guardian series based on this continuation, the Land Rover family has always been flaunting luxury. Even if it is off-road, it is also a comfortable, leisurely off-road, and does not encourage modification and encourage “crashing†as some people imagine.
The second generation of Land Rover discovered that the second is all the so-called "culture", and it is just a marketing tool. Automobile manufacturers have literary temperament, and it is impossible to get right with the market, so there is absolutely no "compromise to the world." Even if it is JEEP, isn't the main sales force now a city SUV? Isn't it called cross-country (technology) more than a gimmick?
Is "discovery" only "hard to the end"?We are more specific to the discovery series - is it really only "hard to the end"? Car cloud bacteria here first say a conclusion that may make you feel subversive: the discovery is actually not really "hard" from the beginning.
Why do people have a "hard" impression of discovery? Two reasons. On the first floor, after Land Rover launched the discovery series, it was not enough to differentiate it from the same platform. Therefore, it was intended to deliberately spread some distance from the Range Rover. So let the discovery participate in such famous "camel" cross-country events, etc., which gives people the illusion of "discovering very off-road". In fact, the yellow painted, wild version of the racing version was found to be fully modified, which is the same thing as some current marketing, and does not indicate the nature of discovery.
Another important reason is Land Rover's “life experienceâ€, which has caused the recent generation of band-hunting and discovery to be quite different in terms of platform, style and technology. We know that Land Rover has changed hands several times. Among them, shareholders have had BMWs and even Ford. The previous generation of Range Rover was actually developed by Land Rover and BMW, so it will emphasize road performance more than the previous Range Rover (the early Range Rover is actually a partial road). Discovery 4/Discovery 3 was developed by Ford under the “Ford Land Rover†era, using a completely different platform from Range Rover. This is the discovery of 4/Discovery 3's famous "body-integrated chassis structure" - to put it plainly, it is a load-bearing body with embedded girders, and with an extremely thick four-wheel double wishbone independent suspension and air springs to balance Balance between hard and pure roads. The difference between this uniqueness and the Range Rover, coupled with the discovery of the 4 deliberately hard-core appearance, makes Land Rover unconsciously emphasize "discovery 4 is very hard" in marketing.
However, those who have actually played Discover 4 are very clear that its hard and guardian, Wrangler kind of hard is completely different. A very simple example - all those who found 4 off-road will find that its electronic four-wheel drive is actually the most useful, on the contrary, if you deliberately use its "(differential) lock", you will find super chicken ribs. This is not because Land Rover lacks the technology of "lock", but finds that the essential positioning of 4 is simply not suitable for "locking." To put it bluntly, it is found that 4 is essentially not a "hard-core SUV".
Looking back further, it will be interesting to find that the series was originally used as a Range Rover platform. In essence, it is a model with similar attributes to Range Rover, but positioned under the Range Rover and involved in lower-level subdivision. Then we look at the current discovery 5, isn't that the case? This is actually the traditional practice of Land Rover, and it is by no means a subversion.
Discovering the market potential of 5 is not to be underestimated, it is likely to become the "most popular landlord"Then we specifically return to the discovery of the current listing 5, combined with the current product structure of Land Rover, the situation will become more and more ridiculous - Land Rover is actually trying to find 5 to become "the most popular landlord."
Let's pay attention to the product structure before Land Rover. The Range Rover is highly positioned, and there are no special core opponents in the market - obviously higher than the Audi Q7 and BMW X5, but not like the Mercedes-Benz GLS. Although "unique", but from the perspective of the market (impulse) is not the best. So which type of large luxury SUV is more suitable for impulse? There is no doubt that it is the Q7, X5 category. Found 4 belongs to this category? Look at the price, but in fact, you go to the terminal to find out, very few people attribute the discovery 4 to this category - it is more like a somewhat personalized independent category, and this category is also "not suitable for impulse."
In order to solve this problem, Land Rover once thought of some methods, such as based on the platform found at the time to create a "sports" of the Range Rover (Range Sports Edition). In fact, "sports" has also become the most popular Land Rover. However, in order to cater to the name of "sports transport", its chassis is too focused on sports, and the space performance is also lacking (the new development is still the case), so it is still not enough to take the same momentum as Q7 and X5.
Look at the discovery 5, the platform adopts the new Range Rover, on the one hand, it shows its thorough roadization (not to be confused by the official propaganda of the wading data, etc., look at the tires to know that the current discovery 5 will certainly not be like 4 is suitable for high-intensity off-road), on the other hand, it also reflects the promotion of the Land Rover platform sharing strategy. In the price strategy, it is found that there is no big change in 5, which is itself a range of Q7 and X5. At the sensory level, it is found that 5 will try to lean in the direction of the Range Rover, such as the Range Rover style interior, which is also very easy. More critical is the driving characteristics and spatial performance, found that 5 has a certain overlap with the price of the transport is more in line with the mainstream demand - not only the chassis is more comfortable, but also provides seven spaces better than competing products. At the same time, with the history of discovery, it can also advertise off-road through electronic devices as a differentiated competitive advantage for competing products. Carefully pondering, is this not to come to the Q7, X5 (the sub-market segment)?
In the next step, it should be no suspense to find that 5 has become the "most popular Land Rover". It is more worthy of attention. In fact, it is able to raise the overall sales of Daluhu to what level, for example, whether it is really in terms of absolute sales and Q7, X5. If this is the case, this is not only for the discovery series, but also for the entire Land Rover brand.
summary:There is no doubt that Discovery 5 is a product of responding to market demand, and it is likely to become a new sales force for Land Rover in the field of large SUVs in the future. Not to mention whether this is a subversion of the discovery series in the past, in the perspective of business, this is completely reasonable and unquestionable for Land Rover. What's more, from the historical history of the Land Rover and Discovery series, it is actually not subversive. Finding 5 is, to a certain extent, more like finding 4/Discovery 3 back from the bend that once passed. So, will you continue to find 5?
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