在新中国迎来70周年华诞之际,各行各业都在以各种形式庆祝。回忆70年金色岁月,我们不得不感慨国家发展的突飞猛进、国民生活的日新月异。
如果说哪一行最能突出展现国家发展成果、体现国人生活水平的提高,那汽车业应该是最值得关注的领域之一。作为我国支柱产业之一,汽车业与国民生活息息相关,一路走来,我国汽车保有量已累计突破2.5亿辆,且千人汽车保有量为179辆亦首次超过世界平均水平。从无到有、从小到大、从弱到强,中国汽车工业的蓬勃发展,大大提升了中国百姓的出行品质,让国民汽车生活和世界接轨。
随着中国汽车产业的不断壮大,市场上出现了琳琅满目、品类多元的汽车产品,而被最多人关注的、与国民生活关联度最高的车型一般会被称之为“国民车”——这个饱含着情感的称谓未必需要一个确切的定义,但我们可以理解为“它是一个国家自己生产的、被众多国民喜欢并且普遍能买得起、用得爽的主流汽车产品。”
这样的“国民车”在国内经历了多个发展阶段,在不同时期品牌、车型也有多次变化。
如果从“80后”、“90后”的视角来定义时间维度,穿越时空,最早的国民车当属小时候电影里常出现的“绿皮吉普”。从军用到民用,在经济尚欠发达的上世纪70年代,吉普车成为相对常见的出行工具。
到了上世纪80年代,改革开放为国民带来财富,中国私家车消费需求萌生,而合资企业的诞生顺应了汽车工业发展需求,随之而来的是“老三样”以及奥拓、夏利等一批国民轿车的出现和热销。
2000年前后,中国加入WTO,新一轮财富增长阶段开启,汽车消费需求呈现爆发性增长。在这一时期,城市私人汽车消费井喷,轿车走向平民家庭,十万元起步的家轿最受欢迎。“国民车”在这个阶段几乎和经济型轿车是划等号的,开始进入赛欧、千里马以及“新三样”时代。另外,自主品牌驶进发展快车道并开始打破合资垄断,例如我国民营汽车企业的代表——吉利汽车,旗下帝豪、远景等一批比合资品牌产品更实惠的小轿车进一步推动了私家车的普及。这时国民车的意义更进了一步——变为“由自己国家的汽车品牌、在自己国家制造的、受到国民欢迎并买得起的高质量汽车产品”。
光阴似箭,随着中国经济实力的日益增强,中国汽车市场已成长为全球最大汽车消费市场。国民车也不断进化,产品性能不断增强、空间不断增大、品质不断提升。而国民车的承载形式也随市场需求演变和发展,SUV车型以空间大、通过性好、多用途的特点,在近年迎来了比轿车车型更快速度的增长,成为家用车消费新的宠儿。
就吉利汽车而言,这家以生产“造老百姓买得起的好车”和“造每个人的精品车”为目标的企业,在新的时代课题下也给出了新的答案。
2016年,吉利远景SUV诞生,远景家族产品序列也逐渐完善,至今累计销售已超过200万辆。时至今日,远景SUV上市已满3年,如果说帝豪和远景是吉利针对最普罗大众群体打造的国民家轿,那远景SUV就是在SUV形式上继承了这一“国民汽车为国民”初衷的产品,其亲民的定位使得远景SUV在3年间销量超过了34万辆,几乎月月销量过万,而纵观整个合资及自主品牌产品,这样的成绩也是屈指可数。
从定位、产品力和市场表现综合来看,吉利远景SUV成为了新时代背景下的“国民SUV”。
为什么远景SUV深受广大中国家庭喜欢?
我想这首先和它的定位有关。远景SUV卡位在8万级国民家庭精品车型市场,相比曾经的5-7万市场,家庭消费者稍微努力即可拥有。
第二,高性价比。远景SUV以紧凑级产品的主流定位,提供了主流合资SUV 15万级才能呈现的产品品质。
第三,扎实的产品力。1、从底盘来看,远景SUV是纯正的SUV车型,具有高大威武的车体、出色的通过性以及对驾乘品质不妥协的前后独立悬架;2、远景SUV的外观和内饰设计都有鲜明的时代感,其空间保障了车内五位成员的舒适性,359L的后备箱容积和最大将近1800L的空间延展性,也让出行极为便利,用车场景极为丰富;3、三年间远景SUV经历多次迭代,产品品质日臻成熟,尤其在今年6月最新一次的国六B切换即改款后,在保持外观内饰高品质感的基础上,其动力总成也升级为1.4T+模拟8挡CVT/6MT,这是一套相当于越级至10-13万元车型的成熟动力总成,动力输出参数堪比大众品牌1.4T,并且在车辆的静音降噪上进一步优化。
更值得一提的是精神层面,这铸就了远景SUV更深层次的意义。
吉利远景SUV始终坚持为用户打造更具安全感、获得感、幸福感的国民SUV,致力于创造幸福、传递正能量。其精美内饰和厚道的配置让高品质的享受触手可及,让消费者有“获得感”。基础安全配置全线配备,则让满载家人的车主有“安全感”。同时,远景SUV还力行和倡导公益,将幸福带给更多需要帮助的人。
在家庭幸福感的营造上,我认为远景SUV的成功首先在于它可以满足日渐增长的家用车需求。笔者3年来多次接触这款车型,而几乎每次遇到它的车主都是“上有老人、下有小孩”的最典型中国家庭。
在贵州贵阳,我曾亲眼所见一位平平安安开了一辈子公交车的师傅,在他退休之年购买了一辆远景SUV,继续手握方向盘,每天接送他的宝贝孙儿上下学。而他看重的,就是远景SUV的价格实惠、空间大、安全配置高,以及吉利汽车在2016年飞速成长后取得的品质口碑。
创造幸福的同时,远景SUV还不忘回馈社会。我们看到,远景SUV几乎是市场上最“朴实”的车型,你看不到它任何花俏的活动,但它却常常用脚踏实地的公益行动,践行“让幸福更进一步”的愿景。
在甘肃、在宁夏、在陕西、在西藏,它助力扶贫公益项目落实到老乡最关切的生活中。多年来,远景SUV作为医疗巡诊专用车,长期携手韩红医疗援助公益团队前往西部地区、边远地区和贫困山区,持续为最需要帮助的人带去幸福远景。
在四川雅安、在河北张家口,远景SUV为孩子们带来绿色跑道;在广西桂林,远景SUV摆下百家宴,探寻民族幸福之旅。
在云南西双版纳,远景SUV为景洪市民带来满车鲜花的浪漫。
在浙江杭州,远景SUV担任幸福座驾,为参加集体婚礼的32个小伙子接新娘回家。
可以说,每一个场景都伴随着感动,让人感慨中国式的阖家欢乐、家庭幸福,让人热泪盈眶。这些场景也让人再次回味和思考,一款车究竟应该有怎样的品质,才能成为属于中国百姓的国民车?仅仅是价格实惠吗?仅仅是销量基数高吗?我想在新的时代背景下,它的内涵和外延应该是更加丰富的。
驾仕评:
一款跑车让一个人兴奋,一款小车让两个人欢乐,而远景SUV服务家庭的定位,决定了它辐射的人群是翻倍的,也让幸福感倍增。三年间远景SUV走进34万个中国家庭,意味着它至少为百万人带去幸福。
回望新中国70年出行变迁,国民用车生活越来越便利,每个阶段都有承载各自时代烙印的出行工具,但大家对于幸福的追求则是不变的。如果说帝豪和远景两款轿车是吉利汽车销量基数最大、跨越时间最长的国民轿车,那远景SUV则凭借着宽大的空间、过硬的性能、耐用的品质,适应了新时代下中国家庭出行的新需求,成为深受中国家庭喜爱的新国民SUV。
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