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再好的技术也需要包装 “互联网汽车”不火也难

2017-09-01 07:26:55   中国经济网

上汽集团上半年净利润159.58亿元,比第二名东风集团和第三名广汽集团净利润之和还要多出27.38亿元。笔者看到这个数据一点都不惊讶,上汽集团旗下的合资板块盈利能力向来就很强,去年开始自主业务也不再拖集团的后腿,尤其是今年上半年,上汽乘用车传统车与新能源车的销量可谓是“比翼齐飞”。

要说技术,上汽乘用车未必比其他自主品牌强多少,但上汽人善于将难懂的技术通过耳熟能详的话术包装出一个“互联网汽车”概念。我们看上汽从荣威RX5起推出的一款款车型,只要是扣上“XX互联网汽车”概念,绝对卖的不差。

上汽互联网汽车的崛起,让笔者想起了2007年“大众汽车中国动力总成战略”,并不比日本品牌涡轮增压技术强多少的大众汽车,敢于在技术不成熟的情况下打出“TSI+DSG”动力组合概念,并多次标榜其是多么的高科技。当初这些行为被视为冒险的超前市场举动,但被证实为明智之举。

大众汽车当初利用中国人对于德国制造盲目的信任,炮制出“TSI+DSG”动力组合,不断在广告中营造出高科技的氛围,到后来“TSI+DSG”广告词深入人心,大众TSI就等于涡轮增压,大众“TSI+DSG”就是最先进动力组合的代名词。

早几年,上汽乘用车试图复制大众“TSI+DSG”模式,打出“蓝芯+绿芯”的概念却没有成功。笔者认为,一是上汽乘用车动力总成来源于与通用汽车共享知识产权,在宣传策略上就有点缩手缩脚;二是上汽旗下荣威品牌与名爵品牌完全与大众品牌不在一个层次上,消费者难以相信自主品牌能在技术上有多么强。

“互联网汽车”概念就不一样。当下中国互联网无处不在,互联网+已经成为潮流,中国互联网应用之多、之便宜也是世界有数的,但汽车行业却长期缺乏成体系的互联网应用。上汽紧紧抓住了这个机会,与中国互联网巨头阿里巴巴一起开发互联网汽车系统——斑马系统,解决了众多消费者日常出行遇到的诸如全时在线导航等痛点、难点问题。

正如上汽乘用车公司副总经理俞经民所说,上汽互联网汽车可以不断迭代升级,持续不断地和用户互动、沟通,能持续改善客户的体验。上汽互联网汽车往小讲是所有智能设备的接入平台;往大了讲就是整个变化的出行平台。

随着上汽主打的“互联网汽车”概念深入人心,上汽开始重新拾起“蓝芯+绿芯”的概念,从现代回归传统汽车制造业的核心——动力总成。笔者注意到,上汽开始重新包装中高级轿车荣威950,在搭载“蓝芯”动力、“绿芯”新能源动力之后,顺势推出了首款中高级互联网新能源汽车——荣威e950,这种跑在互联网上且传统功能非常强的汽车,能为消费者带来更多更好体验。

笔者认为,上汽乘用车只要沿着“互联网汽车”方向不断升级换代,在不犯根本性错误的情况下,未来数年间仍将在此领域保持领先地位,或许有一天上汽乘用车会超越合资企业,成为上汽集团最赚钱的“奶牛”。

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