With the announcement of the sale price and the name of the four great topic configuration, Havel large dog heat again to a new height, and therefore a lot of people will vote named users of public opinion effect brought deemed to Harvard the key to earn the heat of the big dogs. But in fact, from the early spy photos, Havel large dog had walked into the vision of many consumers, unlike mainstream urbanization SUV tough shape, “3/4 scale car” product concept, it has been opened a new market segment, but also forced open the heart to be a lot of people hidden desire.
open up new market segments, positioning 3/4 scale car
At this stage, the consumer has been out of the country just need of car stage, start the car made more demands. In their eyes, the traditional auto classifieds already seem general and vague, difficult to visually find fit their needs. Against this background, car prices are constantly adjust their product strategy, in addition to continuation of the original layout of the advantages of cars outside, still according to consumer demand to upgrade gave birth to differences in consumer behavior and diversity, to explore for more details sub-market, large dogs such as Harvard’s “3/4 scale car” product concept.
Hover car and classified by the characteristics of the models available in the market, will be subdivided between cars and sport utility vehicle out of three segments location, station wagon, urban SUV, and the new category Hafer big dog represents. Prior to this, there is no clear models ranging between urban SUV and off-road vehicles, SUV is still being compromised to urbanization in these years of development, resulting in the distance between the vehicle and off-road widening. Although it can adapt to changes in key consumer usage scenarios, but to talk about the pursuit of freedom and break the constraints of today, but not enough to comfort the hearts of the new generation of consumers.
core Hafer big dog is still focused on urban properties
out of the show from the current product information can be seen, Harvard selected after a large dog in 3/4 scale between urban SUV with off-road vehicles, but also spent a lot of real thought study consumer demand, did not use size-fits-middle position, so that all aspects of performance are between the twoBetween, but through body design and power systems to off-road vehicles in line, combined with the par-urban SUV workmanship and materials technology configuration, without the impact of urban car experience, but also bring more off-road capability maximize enhance the consumer experience.
core Hafer big dog is still attaches great importance to a sense of quality and urban property, combining hardcore style to modern designs, did not bring a sense of rugged off-road vehicles , more attention to detail and quality of build, material no shortage of soft leather and exquisite trim, storage space planning in place, as well as before and after the full set of LED lights, full LCD instrumentation, central control panel, cars and other things to attract young people Technology configure the application, with regard to criteria to judge urban SUV is also very good.
At the same time, also attached great importance Hafer big dog personalized expression 3/4 scale crowd desire, at the design level also made more breakthroughs. For example, the big dog Harvard lights, seat belt, and other electronic parking brake system of the vehicle status icons are moved to the top of the instrument panel displays, it seems more personalized; W-HUD head-up display system may be a large-sized front windshield projected vehicle speed, navigation, driving auxiliary and other information, to meet the new generation of consumers pay attention to differences in experience and the pursuit of preferences.
In addition to the styling of expression, Harvard large dog off-road properties is also reflected in the vehicle body above advantage, the approach angle for the specific data by the angle 24 amp;deg ;, 22 amp;deg ;, departure angle 30 amp;deg ;, ground clearance 200 mm, achieved by far better than in the urban SUV. Also in the follow-up to the launch of the 2.0T models, Harvard Big Dog will also provide timely Five Haldex four-wheel drive system and electronically controlled mechanical rear axle differential lock can be done through a more severe off-road conditions.
more appealing Chinese name
Hafer large dog could be a new attempt Hover car, not only locate in a new market segment, but also from the previous law named. Hafer big dog is no longer using the English alphabet with digital system of naming, choosing instead more appealing and dissemination of results of the “big dog.” As with the model name, configuration name Hafer large dog also voted by the usersTickets from, according to the final number of votes to determine the level of the high with the low with four names: canine version of horse, a Border edition, version and Labrador husky version.
In fact, Chinese netizen named more than once proposed, in addition to more localization of color, easy to spread, enhance brand confidence than can be better expression meaning. For example, Harvard big dog can pass the “dog” of companionship and trust property, the more the car as a partner of the new generation of consumers to resonate, and wild sexy big dog, contain the outbreak and strength, also in line 3/4 scale car product positioning.
On the other hand, it is difficult to have a Chinese name letters of the alphabet with an intuitive feel digital system of naming, for unknown brand consumers can not tell from the name specific product type and level, it is difficult to build enough awareness at the first contact. F and H of Bi Hafu of two product series, you can see the features and advantages of the two named.
However, the use of Chinese big dog named Harvard is still the best choice, in addition to the reasons can better integrate young context, systematic naming letters with numbers, the actual application is not appropriate in this Two Mapping extremely targeted models above, the lack of Chinese names directional visual and emotional link. Foreign brands of off-road vehicles is also used similarly large dog Harvard intuitive name, such as Land Rover Defender, Land Rover Discovery, Jeep Wrangler, Toyota Land Cruiser and so on.
Conclusion
positioned in the “3/4 scale car” Hover big dog, eyeing the emerging new generation of consumers, not only to try a new product positioning, design, naming, marketing also cater to the preferences of young, innovative full force. But back to the product level, but also you can see the big dog in Harvard break apart, but also very sensible, without the impact of urban property, combining style and ability to go off-road, which is the key to its future open up the market.