The trend of younger generation is sweeping every corner of the luxury car consumer market. The generational change of consumer groups brings new opportunities and challenges to the luxury car consumer market.
Coinciding with the upcoming Shanghai Auto Show, two heavyweight models in the luxury mid-size SUV market, Volvo XC60 and Audi Q5L, are also undergoing mid-term facelifts.
Undoubtedly, this is also a “peak showdown” in the luxury car battlefield of this Shanghai Auto Show. The competition between the two in the field of rejuvenation has added a bit of “gunpowder” to this battle without gunpowder. (1) The advantages of Audi Q5L collapse, and Volvo XC60 will replace it? In the past, the Audi Q5 has been a commonplace model in the luxury mid-size SUV market. Relying on the first-mover advantage, the Audi Q5 once established a strong voice and formed a more balanced product imprint. However, Q5 was replaced by Q5L in 2018, and now it has been changed in the mid-term, Q5L has not been able to consolidate its leading edge. On the contrary, the “tired state” is constantly showing. The main reason is that the Audi Q5L’s family-based design is “more than enough, but not enough to break through”, which makes the market lose its “freshness”. Coupled with the “reduction” of the power system and four-wheel drive system, its reputation has been further damaged. In this context, who has the most hope to replace it? Kungfu Motors believes that the Volvo XC60 has the greatest opportunity. (2) Why is the Volvo XC60 more sincere when it is also a mid-range model change? The reason why Kungfu Motors is more optimistic about the mid-range revision of the Volvo XC60 can be summarized into three main aspects. First of all, the overall design of the new Volvo XC60 is more personalized and “fresh”. In particular, the new Volvo XC60 has newly added 3 body colors and 5 wheel hub designs, further satisfying consumers’ individual choice. At the same time, the new car has also made a series of quite targeted changes in appearance details. For example, the body length has been increased from 4688mm to 4708mm. The new front bumper design and the “Thor’s Hammer headlights” have a more dynamic effect, and the rear adopts a hidden exhaust layout. Under the background of the “Viking Axe” taillights, the overall visual effect becomes smoother. Compared with the Audi Q5L, which is already “aesthetically fatigued”, the new Volvo XC60 is obviously more in line with the personality preferences of the younger generation of consumers in terms of three-dimensional and muscular shaping. The new car perfectly interprets the Nordic design “Less is More” concept, and upgrades the “simple and luxurious” design to a more unique “abstinence aesthetic”, bringing a new and different feeling. Secondly, the powertrain of the new Volvo XC60 has also been fully upgraded. All models are equipped with a 2.0T engine and a 48V light-hybrid system is introduced to match an 8AT gearbox. The addition of the 48V light hybrid system also enables the new car to have a smoother power experience in the starting phase and under congested road conditions, and improves the NVH performance. On the other hand, Audi Q5L, although the 7-speed dual-clutch “slots are full”, Audi is always “full of confidence.” This indifference to market voices is undoubtedly dwarfed by Volvo, which has been actively upgrading and pursuing breakthroughs. Of course, Kungfu Motors also believes that the most critical “decisive point” between the two lies in the “intelligence” field that young consumer groups pay the most attention to. Compared with the Q5L car system that has fallen behind the times, the new Volvo XC60 upgraded Google Android native car machine is sufficient in terms of feature richness and smooth experience to “slap” opponents. This is because the newly upgraded XC60 car has been equipped with the familiar iFLYTEK Intelligent Voice Recognition System and AutoNavi Map Navigation. With the cooperation of Volvo and Huawei, the car and machine application market and Tencent’s audio entertainment ecosystem, the richness of its applications is comparable to that of mobile phones. In addition, the new Volvo XC60 is also equipped with powerful ADAS automatic driving assistance functions, especially the unique Pilot Assist pilot assistance system in the same class, which can adapt to corners from 0-130KM/h and maintain center cruising. “The “safety” label on the Volvo brand. In contrast, the lane deviation reminder and the ordinary ACC cruise function that the Audi Q5L can provide can only be said to be good and stable. Therefore, although the two models are also mid-term facelifts, the Volvo XC60 has been upgraded in the four dimensions of appearance design, powertrain, vehicle system, and driving assistance system. The sincerity is also significantly higher than that of the Audi Q5L. (3) Kung Fu makes a case Of course, if we compare Volvo XC60 and Audi Q5L only at the configuration level, it will still be an underestimate for Volvo. Because, in the view of Kungfu Motors, the reason why the Volvo XC60 is expected to replace the Audi Q5L in the luxury mid-size SUV market is that Volvo has a very complete set of values, even ahead of its opponents. For example, in the new Volvo XC60, we can not only feel Volvo’s ultimate pursuit of health and safety, but also experience its “human-oriented care” that allows smart technology to serve the experience. Through the control of the scale and the trendy attitude of the design concept, the Volvo XC60 fully demonstrates the image of a handsome man with a cold appearance but a warm heart. All of this will be the key to Volvo’s continued success in winning the favor of the younger generation of consumers and is expected to beat the Audi Q5L.
You must log in to post a comment.