Meng Han wears 600,000 embroidered shoes？ The sales of Warrior 917 plummeted, and the luxury off-road dream was shattered!

Lying in the trough, brother Meng, today let’s talk about a recent drama in the automobile industry! Have you heard? The Dongfeng, which is called "the first luxury electric cross-country car in China", is now overturned and turned over, which is a tragedy!

Let’s take a look at this set of data first, which is simply shocking: in 2023, the annual sales volume was only 824, and the average monthly sales volume in the first quarter of this year barely exceeded 100. In June, it was even worse, with only 20 miserable vehicles left. Oh, my god, this is not the "first car", it is clearly the "last one", okay?

I remember last August, when 917 was listed at Chengdu Auto Show, Cao Dongjie, CEO of Warrior Technology, boasted that "1,687 vehicles will be sold in 2023". And the result? It’s almost a year since the listing, and more than 1000 cars in this area have not been sold out. Isn’t this digging a hole for yourself?

To be honest, when I saw this data, I almost dropped my mobile phone. Isn’t this the vivid "fierce man wears embroidered shoes"? Insist on high-end, and as a result, I fell down first.

Then the question is, why did the warrior 917 overturn so badly? Let’s skin this hard core.

High-end is not high-end, it’s embarrassing

The starting price of Warrior 917 is over 600,000, brothers, you can buy one at this price, okay? Although the hard-core off-road market is expanding, we have to see clearly how many real hard-core players are there? 300,000 people at most. You are so expensive, don’t you bake yourself on the fire?

Hard core is not hard enough, and there are hidden dangers in electric power.

It is said to be hard-core off-road, but is the pure electric power system really reliable in the wild? What if the battery bottoms up? The extended-range version sounds more reliable, but the safety performance is still a big problem. Isn’t this a veritable "embroidered shoe"? It’s not hard enough, it’s not practical enough, and it’s not flattering at both ends

Marketing is too conservative to miss the golden opportunity.

The marketing of Warrior 917 is like an old man, slow in reaction, slow in action and timid. At this year’s Beijing Auto Show, Zhou Hongyi climbed onto the roof of Warrior 917. Such a good exposure opportunity turned out to be missed. Later, Zhou Hongyi really bought Warrior 917, which was another excellent marketing opportunities, but he still missed it. Isn’t this a way to cut yourself off?

Competing products are too powerful, and hard power is crushed.

Speaking of this, we have to mention another new energy off-road brand. Brother Meng, that’s a real hardcore! In-situ U-turn, floating driving, and stable and controllable body puncture, these black technologies are real eye-catching weapons. Let’s look at Warrior 917. Apart from "military quality", what else is there to remember?

Market demand is miscalculated, and self-high is not enough.

Although the hard-core off-road market is expanding, the mainstream is still low-end models. At present, half of the sales of hard-core off-road vehicles in China are basically supported by those priced at around 200,000 yuan. The price of Warrior 917 is three times that of others. Isn’t this playing with yourself?

After all, the failure of Warrior 917 taught us a lesson. In this rapidly changing automobile market, it is not enough to have a background and feelings, but also to really understand users and understand the market.

Then the question is, how can a "tough guy" like Warrior 917 stand out in the new energy off-road vehicle market?

First of all, we must find the right market positioning. Don’t try to hit the high-end market as soon as you start, do a good job in the mid-end market first, and then slowly figure it out. Secondly, the product strength should be excellent. Since it is an off-road vehicle, you have to work hard on off-road performance. Don’t just focus on fancy appearance, inner is the last word. Finally, marketing should keep up. Now is the Internet age, so we should learn to use the power of social media. It is a good choice to have a cross-country test drive and cooperate with outdoor brands.

But then again, the experience of Warrior 917 also sounded the alarm for other car companies. In this rapidly changing market, it is not enough to rely on feelings alone, but also to have real skills to stand on.

Finally, I want to say that as consumers, we should also keep our eyes open. Don’t be fooled by those fancy gimmicks, what really suits you is the best.

Ok, that’s all for today. Dear old irons, do you think Warrior 917 still has a chance to turn over? Welcome to leave a message in the comment area, let’s start spraying together! Oh, no, it’s a discussion!