Author：He Lun, IIA’s Co-Chief Content Officer, Deputy Head of IIA Academy of Auto

Automobile hot topic Q&A (Ep.231)

TEXT:

 The Lincoln brand's second domestic car, Aviator, was launched, with prices ranging from 509,800 to 759,800 yuan. It lowered the minimum starting price record for medium and large-sized (C-level) luxury SUVs by another 120,000 yuan. The biggest hot spot in the luxury car market.

Q: What do you think of the starting price of 500,000 yuan for Aviator made in China?

A: The imported Aviator has a starting price of 620,000 yuan, which is already the lowest price for medium and large luxury SUVs. On this basis, another 120,000 drop, Aviator has entered the domestic C-level luxury SUV segment.

Here, it has no direct competitors. Previously, those international luxury brands that have been working in the Chinese market for many years have not been involved in this domestic car segment. Although the Cadillac XT6 is large enough to meet the needs of medium and large SUVs, from the perspective of wheelbase and technical content, it belongs to a large B+ class SUV, which is not in the same level as the Aviator, and the price (XT6 price range is 380,000-54 million) The same grade. Seen in this light, Aviator is indeed a game-breaker, and Lincoln, as a latecomer to luxury brands in the Chinese market, dared to do so, and indeed must have enough courage.

Q: Some people think that sharing the platform between Aviator and Ford Explorer can reduce costs, which is the main reason why Aviator dares to make domestic products. But it is 200,000 yuan more expensive than the latter, is this reasonable?

A: There are many examples of luxury cars and mid-range cars developed and produced on the same platform. The gap between their cost and price is also a particular concern.

Q: What do you think of the Aviator?

A: I tested Aviator in the US last August and wrote some comments. I remember at the time I told the chief designer of Lincoln brand Kemal Curic and another expert, I think this car is basically good, and the configuration is super high, that is, the second row of seats is thin, which is not enough for Chinese users. , Not comfortable enough. During the release of this domestically produced car, I noticed that Aviator's second-row seats have been greatly improved. In addition, compared with imported cars, there are 6 upgrades and improvements. It can be said that in order to please Chinese users, Lincoln did put a lot of effort into Aviator.

Q: What is your estimate of Aviator's sales?

A: It is difficult to say. Last year, the sales of medium and large luxury SUVs with more than 600,000 yuan were 153,000, while the only medium and large SUVs with a range of 500,000 to 600,000 yuan were Volkswagen Touareg and Jeep Grand Cherokee. The sales volume is unknown. Now, the Chinese-made Aviator has entered this price range as a luxury brand, competing with imported cars of mid-range brands such as Touareg and Grand Cherokee. The power level is the highest and the price is still lower than them. Grand Cherokee starts at 52 Ten thousand yuan, Touareg is 560 thousand yuan, such an asymmetric competition result is difficult to predict. Ordinarily, the price has dropped by 100,000, and the user base should have expanded significantly. As the most cost-effective mid-to-large luxury SUV, Aviator, coupled with first-class after-sales service, is expected to have a good market performance.