RISING AUTO will invest 1 billion yuan in the experience of the new R7.

Just now, SAIC RISING AUTO officially released a poster worth 1 billion yuan, which caused a lot of controversy in the auto market, and many netizens lamented that Yu Dazui's promotion of "the best SUV within 10 million" could no longer meet the desires of car companies. The message revealed between the lines of this poster indicates that RISING AUTO is going to make a big move next. Some netizens even joked: "buy a car to send a Gulfstream plane."

Combined with the warm-up of the previous 2024 RISING AUTO R7, the author believes that this is a warm-up for the upcoming launch of the new R7. Prior to this, it was revealed on the Internet that the 2024 RISING AUTO R7 had as many as 129 upgrades, and the strength was good. Interestingly, however, the SUV, a medium-and large-sized electric sedan, has been a hit since it went on sale last year, but consumers are not paying for it. How will the new R7 make a comeback this time? The experience worth $1 billion is inconclusive right now, and we can sort out the information we already have.

To tell you the truth, the 2024 RISING AUTO R7 on the product side still shows great sincerity. Compared with the mid-term revamped models of some brands, this time the 2024 RISING AUTO R7 has made 129 upgrades and is not limited to configuration improvements.

Because of the large battery installed in the chassis, the driving control is often the deficiency of most electric SUV, and the upcoming 2024 RISING AUTO R7 has been optimized on the chassis adjustment. In the "Top Ten chassis in China" competition held by China Automotive Research Institute, the new RISING AUTO R7 beat many similar fuel cars and won the double awards of "Top Ten chassis in China" and "Best comfort". It is believed that it can bring users a good driving experience with a more authoritative endorsement on mechanical quality.

For example, it provides 256color atmosphere lights, 1.855 square meter integrated dome glass, and luxurious seats covered with Nappa leather, offering 8-balloon SPA luxury massage; it also introduces the RISING AUTO Bach cockpit, which is equipped with the industry's first RISING AUTO Bach immersion vector sound technology, so that the sound can also have a sense of direction, which is rare at the same level.

In the field of intelligence, Huawei's vision-enhanced AR-HUD heads-up system added to the 2024 RISING AUTO R7 turns the front windshield route guidance in racing games into a reality, which can not only improve driving safety, but also avoid the risk of going the wrong way.

However, in today's extremely involuted market, it is obviously not enough just for technical innovation and sincerity in configuration. Product power is only the foundation, and the right price is the key. Especially like RISING AUTO R7, the early comprehensive strength is very strong, but the sales volume is a little lonely, so we should think about how to set the price after the renovation? Should we continue to maintain a coquettish attitude, rely on excellent product power, focus on the 300000 new energy market, or lower our posture and emulate Volkswagen's ID.3, misplaced competition, reduce dimension to crack down on competitive products, and boost sales?

It is suggested to compete in the wrong position and enter the incremental market.

Pricing should be positioned first, which is the first criterion of the product.

Earlier RISING AUTO R7, the price range of 27.99-53,273 USD, the price of the main model about 300000, LEADING IDEA L8, M7 and so on are potential competitors. Compared with these models, the power of RISING AUTO R7 products is good, both intelligent experience and mechanical quality are not inferior, but the positioning of RISING AUTO R7 is sedan, sports electric SUV, performance and driving control experience are advantages, and users want class 300000 large space SUV for household comfort, there is still a certain gap in demand, which is one of the main factors in the failure of RISING AUTO R7 in the past.

So, next, the 2024 RISING AUTO R7 can avoid the edge of LEADING IDEA, without having to squeeze into the most competitive 300000 new energy market, and there may be a chance to break through the next level of 20-300000, especially the electric SUV market around 250000.

First of all, this is an incremental market.

According to the "20-300000 Insight Analysis of users' preferences in the Mid-and High-end car Market" released, in this price field, users' fuel preference is declining, and the demand for new energy is growing. at present, the total proportion of new energy vehicles has reached 43%, and the upward trend is obvious.

The key is that the current 20-300000 new energy SUV, most of the products are focused on intelligent, luxury, sedan or rear-drive performance experience, but also meet the needs of users in this market segment, such as Xpeng G6, Tesla Model Y, Zhiji LS6 and BYD Song L. the concept of family SUV has been weakened in this field, which is exactly in line with the positioning of the 2024 RISING AUTO R7.

Second, RISING AUTO has the power to drive down prices.

If the price of the main model is cut from 300000 to 250000, it means that the decline of the 2024 RISING AUTO R7 is about 50, 000 to 60, 000, coupled with this configuration upgrade, the general new forces may not be able to bear the cost pressure, but RISING AUTO can. On the one hand, relying on the systematic strength of SAIC, RISING AUTO manufacturing and procurement can greatly reduce costs; at the same time, the decline in lithium battery costs has also paved the way for the price reduction of RISING AUTO R7.

Finally, misplaced competition is still alive.

Once entering the 20-300000 electric SUV market, the main competitors of the 2024 RISING AUTO R7 will be the Xpeng G6, Tesla Model Y and BYD Song L.

Compared with these competitions, RISING AUTO R7 competes with Xpeng G6 and BYD Song L in the positioning of medium and large SUV. It not only provides more ample and comfortable driving storage space, but also has better performance. In other words, the 2024 RISING AUTO R7 not only meets the spiritual needs of consumers for sedan car design, rear drive control, and intelligent experience, but also brings the upgrade of household attributes such as space, and the short board is strengthened and the long board is strengthened.

To sum up, the 2024 RISING AUTO R7 entering the 20-300000 market is a wise choice for the right time, location and people. As for the specific starting price, I think that with reference to the LS6 pricing of Zhiji of the same origin (22.99-291900), the 2024 RISING AUTO R7 is likely to start selling around 21-220000, which can not only get rid of the influence of Tesla Model Y brand power, but also achieve the value of Xpeng G6 lower-level products beyond.