Seeing the success of WEY and Lectra, Chery launched the high-end series "Star Way". According to the price of star airline TX/TXL, it is no exaggeration to describe it as value for money. However, Chery's high hopes for Star Road sales are somewhat unsatisfactory. Take the sales in June as an example. The data shows that the sales volume of TX and TXL on Chixing Road reached 65,438+0,758 vehicles. Since its launch this year, this model has sold 5,586 vehicles. Not only is it far from other high-end brands, but even Tiggo 8 is far behind. Why is this?
In terms of styling design, the appearance is average, and the feeling of high-end atmosphere is not very sufficient. It has always been emphasized that the best 1.6T powertrain parameters are good, but there is still a certain gap compared with WEY and the 2.0T equipped by Lectra. The Tiggo 8 with the same power system has obvious advantages in price. Therefore, how to persuade consumers to choose the higher-priced "Tiggo 8" requires Starway TX to make more efforts in marketing.
In addition, the Star Range TX/TXL will also focus on "intelligence", equipped with intelligent and technological configurations, such as the Lion Zhiyun system, more than 65,438+00 ADAS driver assistance functions, panoramic images, blind spot monitoring and inductive tailgate. However, in front of competing products that are good at creating high-tech configurations, it seems that there is nothing to shine.
I don't want to emphasize the details of the model. Let's talk about high-end brands first. All Chery brands before Qoros were reviled by all kinds of black powder. The fundamental reason is that Chery's quality is not good and its brand is "cheap". Although some high-end models have been made in China in cooperation with Jaguar Land Rover, Chery is still the same Chery, and the appearance of Starrange obviously does not play a fundamental role.