If we review 2024, the hottest fuel-powered SUV in the SUV market. Then, the Envision Plus, whose sales soared 5 times in 3 months, is absolutely a "super hit" that can score full marks.

The Envision Plus's market attention, sales, and user reputation have continued to soar. It has now become the hottest fuel-powered SUV. An analysis of the reasons behind this mainly includes 3 points: market strategy, product, and users, none of which can be missing.

The "big hit" strategy under involution in the auto market

In recent years, there have been more and more models for users to choose from in the auto market. Fierce market competition and model rivalry are undermining automakers' past "matrix-style" product layout of being big and comprehensive. Some automakers launch more than a dozen models, and even in the same segment, further subdivide several models. Under the involution in the auto market, the drawbacks of this strategy are obvious. On the one hand, automakers do not have too many resources and energy to build and upgrade every model, and it is not easy to establish an absolute product strength advantage. On the other hand, during marketing, the resources each model can receive are also diverted, and they can easily wear each other down internally.

Rather than launching more than a dozen models with average competitiveness and attention, concentrating resources and strength to create a big hit with maxed-out product strength and explosive attention has become a way for some automakers to break the deadlock. Tesla Model Y, Xiaomi SU7, AITO M9, Buick GL8, and Li Auto L9 are successful examples.

From the user's perspective, too many choices make them easily lost. And some automakers' practice of fleecing customers and price betrayals has caused them great harm. Therefore, they pay more attention to the "hottest, best, and most dazzling" star models.

In the current mid-size SUV market, there are many models, product strength is uneven, and internal friction among them is severe. Moreover, there is an obvious information gap on the user side, and the market is gradually entering a chaotic situation. As SAIC General Motors, which has been deeply cultivating the domestic market for 27 years, it has profound technical accumulation and product strength, and also keen insight into changes in the market and user needs. The SUV market is exactly lacking a star model! And the Envision Plus has absolute product advantages.

So the amazing move came: a limited-time fixed price + a 3-month policy combination punch

On September 24, seizing the golden opportunity of the national "old car replacement and scrapping subsidy," SAIC General Motors Buick took the lead in launching a fixed price starting at 169,900 yuan for the Envision Plus, while also stacking a trade-in subsidy policy of up to 25,000 yuan. It unified pricing and sales policies nationwide, with 0 threshold and 0 tricks. No price betrayal, no haggling, and car owners can buy with confidence.

Once this move was made, the market reaction was strong. In the following period, based on market feedback and user needs, Buick provided delayed delivery subsidies and launched the Buick Star Moon Plan (dealership business hours extended to 9 p.m.), further boosting market heat and sales.

Of course, the core behind the Envision Plus's strong sustained growth is the Envision Plus's super strong product strength, which meets users' all-around needs. There is also users' recognition of and trust in Buick.

The Envision Plus is 10% better than same-class competitors in all respects

First, while same-class rivals borrow from each other and adopt toothpaste-squeezing upgrades. The initial product development of the Envision was benchmarked against the mid-size luxury SUV Audi Q5. The Envision Plus goes a step further on this basis. It is not simply lengthened and enlarged, but newly developed based on a platform one level higher than the old Envision. In quality, space, driving control, intelligence, comfort, safety, and other aspects, it creates a 10% advantage over same-class rivals.

For example, in terms of space, the wheelbases of models such as Tiguan L, CR-V, and RAV4 still remain at the 2700 mm level. They try every means to hollow out seatback padding and dig out the roof to increase space. The Envision Plus directly extends the wheelbase to 2833 mm. The rear track is increased to 1612 mm, 40 mm larger than competitors. This gives it a more spacious and transparent interior space, and can also create a more comfortable and premium driving and riding experience.

In terms of intelligence, when rivals' smart infotainment systems remain at simple voice interaction, the Envision Plus comes standard across the lineup with the new-generation VCS smart cockpit, featuring the segment's only 30-inch integrated curved 6K screen and a comprehensive in-car application ecosystem.

When rivals still provide simple L1-level assisted driving functions based on trim levels. The Envision Plus comes standard across the lineup with L2-level intelligent driving assistance, high-definition 360 surround view, automatic parking, and other advanced intelligent driving functions.

In terms of power, the Envision Plus comes standard across the lineup with a 2.0T high-power engine + 9AT transmission, further highlighting its value and user value. Compared with some rivals that still use 1.5T + CVT, 2.0T + 7-speed dual-clutch transmission, and still distinguish between high and low power engines. Performance and driving control experience are no longer on the same level.

At the same time, the Envision Plus uses Tripower variable cylinder technology, and its equipped four-wheel-drive system has a disconnect function, combining high performance and low energy consumption, and better fitting users' all-scenario vehicle needs.

The Envision Plus has many similar advantages. For example, in materials, comfort, safety, driving and riding experience, and other aspects. And these advantages are visible and perceptible to car enthusiasts. Therefore, when the fixed price of 169,900 yuan came out, the Envision Plus instantly became a model that users rushed to test drive and buy. It has also become a "super big hit" that car enthusiasts cannot avoid when they want to buy a mid-size SUV.

Users' recognition of the Envision Plus's quality and service

At present, the auto market is full of contention among many schools of thought, and car owners have more and more models to choose from. But it has also brought some new problems. For example, quality control is uneven, and after-sales service quality cannot be guaranteed. Some car owners even bought a new car and it broke down just after driving out of the 4S store. When there is a problem with the car, the 4S store and manufacturer ignore it. Some manufacturers even arbitrarily change service terms and fail to fulfill the promises made at the time of purchase. This has also made car enthusiasts realize the importance of vehicle quality, the manufacturer's strength, and after-sales service guarantees.

In these aspects, the Envision Plus has absolute strength and heritage. It comes from SAIC General Motors Dongyue Base. It is the first vehicle plant in General Motors worldwide to pass the highest-level manufacturing quality BIQ Level 4 certification, and it is also the only domestic plant to receive J.D. Power's highest factory quality award, the "Platinum Award," making it a veritable "platinum-level world factory."

We have also met many Envision Plus owners. When asked why they paid attention to and chose the Envision Plus? What they mentioned most, besides the all-around 10% stronger product strength mentioned above. It is their recognition of and trust in Buick's quality craftsmanship and after-sales service guarantees, which allow them to buy with confidence.

Especially among the owners who chose the Envision Plus, there are also many current Buick owners. There are Excelle owners, as well as loyal users who have driven a凯越 for more than ten years. When doing a trade-in upgrade, they once again chose the Envision Plus, which fully shows users' trust in and recognition of Buick products and services.

Summary:

In 2024, the auto market is becoming more and more involuted, with fierce competition. Some brands choose to lie flat, or even run away directly, harming consumers. But brands that truly have strength and care about users will strive to seek change. They continue to embrace the market and users with high-quality products and services. Just as Buick concentrated strength and resources to reactivate the Envision Plus with a fixed price. And with product strength and service far exceeding rivals, it started a runaway mode in sales and reputation, becoming a phenomenal model in the second half of this year. Therefore, high-quality products and services, as well as the manufacturer's strength and sincerity, are the right path in the auto market. The Envision Plus has also won users' love and trust, becoming a "super hit" in the auto market.

In 2025, Buick will still have a lot of practice and innovation at the product and market levels. We can wait and see.