The first gun fired a dud, and the beginning of the Star Age fell into a downturn. Really, there is no move？

The first model of Star Era, Star Era ES, was officially launched on December 20 last year, but after more than three months, the monthly sales of this car has always remained at the level of three digits. The statement of high emotional intelligence is called stable play, and the statement of low emotional intelligence is called sales downturn.

This kind of opening performance, everything is expected. As a high-end new energy sequence brand of Star Road, Star Era has not shown the breakthrough that the new brand should have. Although there are no obvious shortcomings in products, it is still very difficult for consumers to accept this brand-new brand willingly.

The car is a good car, and it takes courage to do it.

For most people, Star Age is a very strange brand. Even if the prefix "Star Way" is added, it may not add color to the brand. You know, the reputation of Star Way Automobile is not very loud, and the brand’s recent market performance is also declining, and its sales volume has dropped significantly. If Chery, the "big backer", is moved out, everyone will know it instead.

Compared with the behavior style of the major new car-making forces, Xingji always maintains the conservative attitude of traditional car companies, neither making brand promotion in a big way, nor making too many gimmicks on the new technology equipped on Xingji ES, which is simply a clean stream in the industry. Chery and Xingtu’s "science man" personality seems to have been inherited.

However, in the increasingly competitive domestic automobile market, new products are constantly emerging, and too low-key is often a disadvantage. It is commendable to bury one’s head in making products seriously, but good products lack good publicity means, can not be recognized by consumers, and ultimately it is difficult to obtain good market performance.

In fact, there is no obvious short board in the car of Xingyuan ES. Its shape can also keep up with the trend, not only equipped with interactive lights and electric tail fins, but also with a body with a drag coefficient as low as 0.205Cd. Of course, there are many intelligent configurations, such as Lion AI model voice assistant, lidar, intelligent driver assistance system, etc., which also keep pace with the times.

Compared with the traditional mechanical field, Xingyue ES is not backward. In addition to using all-aluminum chassis and integrated die-casting technology, it is also equipped with IAS intelligent air suspension and CDC electromagnetic damping system, with high specifications. In addition, it is also equipped with an 800V high-voltage platform. The version with the highest endurance can reach 905km under CLTC working conditions, and the most powerful version adopts the front and rear dual-motor four-wheel drive layout. The comprehensive maximum horsepower of the system can reach 480 horsepower, even the most entry-level model has 252 horsepower.

If we put aside the brand factor, the price of Star Age ES is 19.88-33.99 million yuan, which is actually completely reasonable. Unfortunately, Star Age does not have such brand appeal. From the consumer’s point of view, not everyone has the courage to buy a "high-end version" Chery at this price.

The market performance of the next model is not optimistic.

Although the market performance of Star Age ES is not ideal, the follow-up products should come. The next product of Xingjiyuan will be an SUV model-Xingjiyuan ET, which will be pre-sold on April 15th. Compared with cars, consumers may have a higher acceptance of SUVs.

From the product point of view, Star Era ET is still a high-end positioning model, and its configuration is expected to be equivalent to or even better than Star Era ES. With the larger body size, Star Era ET will probably be higher.

However, the problem of low popularity of Star Age ES will probably reappear in Star Age ET. After all, brand building is not an overnight thing, and it needs to grasp the consumer psychology of users and more innovative and breakthrough marketing skills. It is not easy for Star Age, which has the background of traditional car companies, to let go of the burden of traditional ideas.

Auto Network Review:At present, the market prospect of Star Era ET is still worrying. To develop better, it is not enough to make products well, but also to learn marketing and brand service from the new forces of making cars. In this way, Xingyu has a chance to get rid of the decline.