Qinjie M7 refresh and price reduction, the biggest stimulus is Qinjie M5 owners？

　　Except for sales, everything else is quite "far ahead", so I want to make up for this shortcoming.On September 12, the new M7 series was officially launched, and the biggest highlight of the new car was the significantly reduced price.Compared with the current model, ask the new M7 increased the five-seat version of the model, launched five-seat version and six-seat version of the two seat layout of a total of five models, the price range of 249,800 – 329,800 yuan, superimposed 6000 yuan cash discount, price range of 243,800 – 323,800 yuan. Compared with the current model 289,800 – 379,800 yuan price range, the new car has a significant drop, even compared with the same six-seat version of the entry model, the new car (269,800 yuan) is also lower than the current model (289,800 yuan) 20,000 yuan, but the configuration has improved.

　　With the ultra-high heat of Huawei Mate 60 series, coupled with such a large-scale price reduction and renewal, it is conceivable that the attention and discussion caused by the new M7 in the world can be imagined, and the hot searches on social media such as Weibo and Zhihu are easy to list. Of course, what the world cares most about is definitely the reaction of potential consumers. On the day of listing, new car orders broke through 15,000 units, which seems to illustrate the effect of new car price adjustment. However, in addition to the potential consumers who feel that the new M7 Taixiang is rushing to place an order, there are also a group of people who are also very "excited" – the owners of the car, for two reasons. First, the price of the new M7 in the world and the price of the new M5 in the world (249,800 – 331,800 yuan) have produced obvious overlap, especially the smart driving version of the model. The rights and interests policy of the new M7 in the world is more fragrant, so that the owners who just mentioned the M5 smart driving version feel "backstabbed"; Second, many old owners of the M5 in the world think that this is a signal of the adjustment of the overall price system in the world, and they are full of expectations for this. How lethal is the adjustment of the new M7 in the world? What does it mean for the world? Has it released a signal of comprehensive adjustment? Next, First Sister began to "ask the root cause": 1. Ask Jiexin whether the M7 is fragrant at a low price this time? Answer:First give the conclusion, very fragrant, ask the world this adjustment can be said to be very sincere.Specifically, as mentioned above, the price of the new car has been greatly reduced, directly from the 300,000-class model to the 250,000-class.

　　And there is an overall 33,000 yuan of car purchase rights, including 6,000 yuan cash discount, 12,000 yuan of interior and exterior accessories matching gold, and 15,000 yuan of matching rights (choose one of the following three), including technology comfort package (including the main driver’s private headrest, head-up display HUD, silent electric suction door, crystal block), 21-inch wheel hub + automatic electric pedal or 2 small table boards or a set of Huawei smart screen, purchase Max intelligent driving version users can also be used to open ADS2.0 urban pilot NCA function (reduced 15,000 yuan).

　　However, according to the information determined by the first sister on the official website and the sales staff, this 15,000’s matching rights are actually two choices for the Max version, that is, the technology comfort package is given for free, and consumers only need to consider choosing one of the last two.At the same time as the price adjustment, the configuration of the new M7 has increased, such as re-matching the body structure of the mold opening, better body materials, front and rear double air conditioners, six-seat version comes standard with two-row seat height adjustment and leg support, etc. The most important thing is the intelligent configuration upgrade.

　　The new car is equipped with the HUAWEI ADS 2.0 high-level intelligent driving system, which can not rely on high-precision maps for high-speed and urban high-level intelligent driving. It is expected that the urban smart driving pilot assistance can be used nationwide in December this year. Compared with other new forces, when they are still competing for the coverage of the 50-city or 70-city urban smart driving system, the new M7 has been directly put in place. The HUAWEI ADS 2.0 active safety system equipped with the new car has also been improved. The first omnidirectional anti-collision system realizes forward, lateral and backward omnidirectional anti-collision capabilities.

　　Overall, the new M7 smart driving version is more sincere, which is in line with Huawei’s idea of rapidly advancing the implementation of its intelligent driving technology. 2. Why did the company adjust the price so heavily? Answer:Naturally, it is for sales.Since its launch, the sales performance of the Wenjie M7 has been tepid. From the public data, the sales of the car have been less than 1,000 for five consecutive months, which obviously falls far short of Huawei’s expectations. Moreover, the "luck" of the car is not very good. Since its launch, the price war in the car market has become more and more fierce, and it has been fought for more than one round, which makes the Wenjie M7 be rolled into a "front wave" before it has time to grab the cake.

　　Especially in the past August, the new energy vehicle market has opened a round of price war. In the face of such a market situation, Wenjie M7 can only take the opportunity to rejuvenate and roll it up. Such an adjustment is at least better than a direct price reduction, and the damage to the brand and old car owners will be smaller. 3. Who is the main opponent of Wenjie M7? A: Judging from the body size of Wenjie M7 (5020/1945/1760mm), the car belongs to a medium and large SUV, which is comparable in size. It does regard the ideal L7 as a competitor. In addition to the size, it is also because both are extended-range models, both of which focus on household use. However, from the wheelbase perspective, the new M7 wheelbase is only 2820mm, less than the medium-sized SUV M5 (2880mm), and even further than the ideal L7 (3005mm). Therefore, strictly speaking, the new M7 may only be considered a quasi-medium-sized SUV stuck between a medium-sized SUV and a medium-sized SUV.

　　Consider its 249,800 – 329,800 yuan pricing, in fact, ask the world of the new M7 direct competitors do not have a few models, to the current new energy vehicle market is not clear division and consumer car habits, in fact, 250,000 – 300,000 yuan of new energy medium to large cars can be regarded as a new M7 to ask the world of the opponent, and even to some extent, brother models ask the world of M5 may be asked the world of the new M7 the biggest competitor. Answer: In the official division of the industry itself, there is no distinction between high and low M5 and M7. It can be regarded as different positioning of the same level. The former emphasizes performance more, and the latter emphasizes household use more. However, the previous two were five-seater cars and six-seater cars, and the price range is also relatively obvious, so the outside world can also accept this division. However, the new M7 also launched a five-seater version and made a price reduction, so the degree of overlap between the two suddenly became higher, which inevitably made consumers feel that there was a problem of "internal friction".In particular, the old owners of the M5 have complained a lot after seeing the pricing and rights of the new M7.5. What is the old owner of the M5 "complaining"?Answer: On the one hand, I feel that the price of the new M7 has been greatly reduced, but there is no such price reduction when the new M5 is refreshed, and the M7, which is larger than the M5, is actually sold at the same price as the M5, and some versions are even cheaper, and I am dissatisfied; on the other hand, the owners of the M5 smart driving version complain that the rights and interests policy of the new M7 smart driving version is much better than what they enjoy. I have to say that the price adjustment of the new M7 will indeed seem that the price of the M5 is not so high, but the two cars are indeed different in positioning and configuration, so not all owners feel that "the big brother reduces the price and beats the little brother".

　　Ask the world M5 intelligent driving version of the owner seems to have more reason to think so, from the current official car purchase rights, to two cars four-wheel drive intelligent driving version as an example, ask the world M5 four-wheel drive intelligent driving version of the model (299,800 yuan) optional technology comfort package need to pay 15,000 yuan, and then buy the city NCA need to pay 18,000 yuan, a total of 332,800 yuan, and the new M7 five four-wheel drive intelligent driving version (309,800 yuan) to send technology comfort package, optional city NCA can be deducted 15,000 yuan, that is, only need to add 3000 yuan, cash discount 6000 yuan, a total of only 306,800 yuan. In comparison, it was difficult for the owners of the M5 Smart Driving Edition to comfort themselves with "not enjoying it early", and the city NCA of the M5 Smart Driving Edition still relied on the high-precision map version. If they wanted to enjoy the NCA version of the city without a map on the new M7, they would have to wait until the end of this year to upgrade with the new M7. In other words, they may not have "bought it early and enjoyed it early".6. Will the adjustment of the new M7 be the beginning of the overall adjustment of the world?Answer: Very likely.Whether it is in the face of the current market volume, or after the launch of the new car, the "internal friction" problem looming between the Q & D M5 means that the Q & D M5 may also be adjusted in the future.

　　In fact, the IPO time of the current model of the M5 is not long, but the price did not make much adjustment at that time, and the performance of the sales of the new car after the launch shows that the pricing competitiveness of the new car is insufficient. From the perspective of the uncharacteristically large price reduction of the new M7 in the world, the world has realized this problem, so the possibility of adjusting the M5 in the future is very high.