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    引進不靈,本土化也無效,JEEP真是沒救了嗎?

    mNMjWFstf

    上次我們主要分析的是大指揮官本身。平心而論,這款車是不錯的。JEEP對于這款車的研發、投入和很用心、很給力。只不過由于JEEP品牌文化與大指揮官之間有點違和,影響了它的表現。

    然而大指揮官的表現差,更大程度上還是源于JEEP品牌“從神話到崩塌”的轉變。大指揮官從某種程度上成為了這個轉變的“受害者”。與此同時反過來,JEEP如此費心為中國市場度身研發的大指揮官也沒賣好,進一步映襯出JEEP品牌崩塌的嚴重性——它很可能是繼福特之后,又一個要折在中國市場的美國品牌。

    JEEP品牌的定位:從神話到崩塌

    我們說了半天大指揮官(參數|圖片)沒賣好,但其實大指揮官是目前JEEP旗下車型中在中國賣得第二好的——好過自由光,更好過自由俠(參數|圖片)。這意味著什么?

    自由光(參數|圖片)其實就是切諾基,算是JEEP家族里最基礎、最靈魂的車型之一了。所以上市初期受到市場追捧也在情理之中。但為何短短兩年時間,自由光就如此被人拋棄呢?


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