The terminal price fell below 115,000 yuan, but the sales volume even hit a new low. Why can’t Deep Blue SL03 be sold？

For an automobile practitioner, the volume of the automobile market this year is unprecedented, and the most obvious convenience lies in the price end. It is no secret that 70,000 yuan will be spent on Volkswagen LaVida, 120,000 yuan on Toyota, and 200,000 yuan on Audi A4L. However, even though some models have reduced their prices to a very low level, they still can’t stop the decline in sales.

For example, as a mid-level car, the starting price in the terminal market is less than 115,000 yuan, which has a high overlap with compact cars. Even so, in the past November, its monthly sales volume was only 2,244, down 39% from the previous month. Counting October, this car has hit a record low for two consecutive months (not counting the first month of listing). So, why did this car suddenly stop selling?

As a medium-sized car, Deep Blue SL03 has a body size of 4820*1890*1480mm and a wheelbase of 2900mm. When a passenger with a height of 1.78 meters sits in the back row, there is still room for 2 fists in the legs, and with the flat floor setting, the overall seating space is still relatively spacious.

In addition, in terms of materials used in the car, the center console and door panel of Deep Blue SL03 are all wrapped in leather materials. At the same time, it also has a hidden air conditioning outlet and a two-piece steering wheel with flat bottom, which gives people a sense of fashion and texture. With a sense of science and technology, the deep blue SL03 is equipped with a 10.2-inch embedded LCD instrument to display various driving information, and the high-equipped models also have the function of AR-HUD head-up display, in which the control screen size is 14.6 inches, which not only can realize the left-right rotation angle of 15 degrees, but also is equipped with Qualcomm Snapdragon 8155 chip and Deepal OS in-vehicle intelligent system, and functions such as voice continuous recognition, gesture control, application store and mobile phone interconnection have not dropped, and the functional end has also reached.

Looking at the power again, Deep Blue SL03 is equipped with two driving forms: extended-range hybrid and pure electric. The former uses a 1.5L self-priming engine as the range extender, and the rear single motor has a maximum power of 175kW and a maximum torque.320N·m, according to the different battery capacity, the two low-equipped models can achieve a pure electric cruising range of 140km (CLTC condition), while the high-equipped models have a pure electric cruising range of 220km. When the car loses power, its comprehensive fuel consumption is 4.4L/100km. The pure electric version also adopts the rear drive, with the maximum motor power of 190kW and total torque of 320 N m. It is equipped with a lithium iron phosphate battery pack from Contemporary Amperex Technology Co., Limited, with a battery capacity of 56.1kWh, which can realize the pure electric battery life of 530km.

In terms of configuration, the entry-level model of the car (extended range standard model) is equipped with automatic air conditioning, built-in driving recorder, electric adjustment of front seats, panoramic sunroof, keyless entry of the whole car, 360-degree panoramic image and 18-inch wheels. The basic configuration is still rich.

Overall, the performance of Deep Blue SL03 in the interior space, texture, configuration and economy is remarkable. Considering that its starting price is less than 115,000 yuan, the price/performance ratio is good. In my opinion, the reason why the sales volume is not rising but falling is inseparable from the following reasons:

First of all, the design of the deep blue SL03 is very individual, especially the light group at the rear of the vehicle is connected with the tail wing, which seems to have a strong visual impact. For young people, this design is not too big a problem, but the design that is too "sharp" is also a double-edged sword. For example, it is more difficult for consumers who pursue a stable atmosphere to accept it.

Furthermore, owners have reported that the Deep Blue SL03 has various quality problems, such as abnormal engine (range extender) noise, car system failure, gearbox failure, driving deviation, eccentric tire wear, etc., which brings a bad experience to the owners and also reduces the confidence of consumers to buy cars.

In addition, as a brand-new new energy automobile brand, although Deep Blue Automobile is backed by Chang ‘an, there is still much room for improvement in consumer recognition. Moreover, unlike Geely Galaxy, which belongs to a product sequence of Geely, Deep Blue Automobile was jointly funded by Changan Automobile and several companies. Comparatively speaking, as a brand wholly owned by Changan Automobile, Changan Qiyuan A07, which has a similar size and pricing with Deep Blue SL03, is obviously more popular, and sold 5073 vehicles in November.

What’s more, Deep Blue Car was newly launched in September. The car is very similar to Deep Blue SL03 in size and appearance, but the interior has been fully upgraded, and the configuration is more perfect. For example, it is equipped with Contemporary Amperex Technology Co., Limited batteries, and it also comes standard with automatic driving assistance, electric trunk and other functions, which is more like an upgraded version of Deep Blue SL03. For consumers, a car adopts two names because of its high and low configuration, which is difficult to correct over time.Deep blue cars generate enough brand identity.

When it comes to competing models, at the price of more than 100,000 yuan, Deep Blue SL03 is also facing various powerful opponents. In the field of fuel vehicles, there are Toyota Camry, Nissan Teana and Buick Regal after price reduction, and in the field of new energy, there are BYD Qin L DM-i, Seal 06 DM-i and Geely Yinhe L6. No matter from the aspects of brand, technology or market recognition, Deep Blue SL03 accounts for all of them.

Generally speaking, in the family car market of more than 100,000 yuan, Deep Blue SL03 still has certain competitiveness, but now the problem is that there are too many models to choose from at the same price, but the brand power of Deep Blue car is not enough to support consumers to pay the bill impulsively. After a round of comparison, many consumers will turn to other brands. Therefore, in the case of good product strength, how to retain consumers is a problem that Deep Blue SL03 has to face. What do you think of this?