廖剛對Luxgen的五大感想 - 價格
By Jacob
at 2018-01-21T11:17
at 2018-01-21T11:17
Table of Contents
廖剛試駕Luxgen U5的影片,並同時附上五大感想
但五大感想的時間好像比試駕的時間多!? (可以從8:30開始看)
https://www.youtube.com/watch?v=3OABHtD4SH4
五大感想的大綱。
1. 市場定位的力道不足:要做到「奢華+天才」是有其困難度的!
2. 國產車的既有印象定位:它就是一部土生土長的國產車。
3. 維護支持自有品牌的愛國心:十年保固才是展現誠意的最佳作法。
4. 要有正確的行銷方向:產品本質才是重點王道。
5. 把握民眾的關注度:自家人還是關心自家人的。
簡單來說,廖剛模擬一個潛在客層來對Luxgen和其競品做選擇
會發現Luxgen的內外裝做不到奢華,只能賣給一般中產階級
而中產階級對CP值很敏感,會特別在意車價、油耗、妥善率
偏偏這三項Luxgen都佔不到優勢,甚至是弱勢
電子配備好像是優點,一開始可以靠新鮮感博取關注
但時間久了大家仍然會回歸車子本質(油耗、妥善率等)去評比
此時如果Luxgen無法追上其他車廠,就會被講究CP值的消費者拋棄
因此Luxgen找來水野和敏當顧問的方向有點怪怪的
水野的專長是做跑車,油耗和妥善率不是他的強項
偏偏油耗和妥善率才是Luxgen應該努力提升的地方
妥善率無法立即提升,就應該延長保固來提高消費者的信心
才能使更多白老鼠加入並樂意幫你找出車子的缺失
------------------------------個人觀點(非廖剛的感想)----------------------
廖剛真的講出了一般消費者的心聲
以台灣中產階級消費者的角度,我試著評比Mazda和Luxgen
Lexgen Mazda
價格 以國產車來說沒便宜 (勝)以進口車來說比較便宜
保固 沒延長,且鎖原廠零件 (勝)沒延長,但號稱保養維修價格比照國產車
油耗 慘 (勝)2.0的油耗硬是贏過許多1.8
妥善率 口碑不太好 不算很好,但尚可
馬力 尚可 (勝)NA中的強者
噱頭 電子配備 魂動美學
安全配備 不甘不願地慢慢擠牙膏 (勝)領先市場給出許多好料
缺點 品牌時間短、二手價不高 空間偏小、車頭長
可以發現除了難以客觀評比的妥善率、噱頭、缺點之外,其他全部都是Mazda樂勝
造成以上差別的原因可以從兩家公司對外的主打看出端倪
Luxgen一直在電子配備上領先,但近10年過去
已經證明會重視這些電子配備而忽略其他缺點,進而買單的消費者數量有多少
可是10年後Luxgen依然在主打電子配備
而其他地方都沒有聽到Luxgen強調他們付出多少努力
(至於U5拉去西班牙做撞測當作宣傳卻反而被酸,這就別提了....)
Mazda和福特分家之後,努力研發出Sky-Activ科技
在油耗上做到2.0 NA的油耗贏過許多1.8 NA
(Sky-Active還有很多其他厲害的地方,但一般消費者可能沒啥感受就不提了)
還創造出魂動美學,使車子的質感(奢華度!?)有所提升
在台灣市場中,安全備配算給的很大方,逼出其他對手的好料,領先市場
以結果論,近幾年Mazda的銷量提升,但Luxgen卻下滑
就可以看出車廠主打的方向,是否被消費者買單
Luxgen有點像以前要考聯考時,我的一個朋友:
他的國文已經平均90分了,他卻一直努力繼續讀國文
而英文平均只有30分,他卻反而忽視英文,放給它爛
我跟他說花同樣的時間力氣,你的國文頂多提升5分
但英文卻可能可以提升10分、20分
聯考比的是總分,而不是個別科目,所以要把時間力氣花在能提升最多分數的科目
可是我朋友聽不進去,他說念英文很痛苦,他只喜歡唸國文
果然聯考成績就跟我朋友的模擬考成績一樣,完全都沒有提升
而其他懂的針對弱點補強的朋友,聯考分數卻提升了
一來一往,在選填志願時,就拉開差距了
我跟廖剛的觀點很像,台灣人很愛討論Luxgen,不是真的那麼討厭他
而是希望Luxgen能持續成長,變成真正的台灣之光
這一兩年Luxgen有一些進步,例如S3、U5的價格有便宜一點(但不夠多)
一些安全配備也慢慢補齊了(但對手也補齊了)
可是油耗方面卻好像沒什麼進步
Mazda和Suzuki讓我們看到非油電車原來可以這麼省油
Luxgen卻一直都敬陪末座
妥善率和保固也沒看到Luxgen強調他們做了什麼努力
拿Mazda和Luxgen比當然不盡公平,但全球市場中Mazda只是Others
把Others當作Luxgen挑戰的目標,這不過份吧?
我只是鍵盤CEO,不懂經營車廠的困難之處
可是對中產階級消費者來說
只有端出真正的牛肉,有了高的CP值,消費者才會願意買單
加油,Luxgen!
--
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