百万路虎卫士是什么梗

how octor is gonna differentiate itself in this market it's probably the fastest of boat car you can buy if you ever have the chance that you've got to do it because i think it's got to experience not today， not today okay！ 哈喽朋友们，我现在呢，是在路虎卫视的一个发布会，他们刚刚发布了路虎卫视家族的旗舰车型，我还有幸采访到了捷豹路虎全球首席营销官 liner hornex 先生。 咱们今天呢，一是来看一看他到底发了个什么车，但更关键的是，我们可以站在高管这个第一视角来了解一下作为路虎卫视这种豪华品牌，他发布车是个什么战略，什么想法。 首先，这个卫士 alt 呢，它是对标奔驰大 g 里边最高配置的那个 g， 六三的，号称是硬派越野的大魔王。 you can get extremely fast overwrote even though it's quite a size it goes in four seconds to a hundred kilometers an hour， but the most beautiful thing is when you go into octa mode and you can hear it and you can feel the car and you just create a smile on your face it's just the most beautiful experience and flying yeah it's probably the fastest of boat car you can drive if you ever have the chance you gotta do it because i think it's kind of an experience on its own not today we've got a lot of water outside because i see the chinese luxury demand is evolving very quickly in china how octa is gonna differentiate itself in this market i think the critical thing in chinese luxury is that it's not just about design or the price or about how you sell i think there needs to be function yeah that is really truly important and create that sort of value and uniqueness and when we design this game we have this high grill it's really because we don't have enough air in it so that it can do cool down or for example the color of towing towing device that is not so much to go this go bronze because that color gives it 37 percent more durability so all these deepers it is not just about form it's also about function and how that comes together and that i think is sort of what new chinese luxury will be high okay but anyway maybe i'm completely wrong i don't know is there any goal this model is trying to achieve for example sales growth or the brain。 注意了哈， 要讲的是一个卫视销量非常反常的一个现象， when we launched a new generation of defender， we are selling more of those defenders in a month than the all defender did in a whole year so we already did really well and actually if you look at normally in the ultimotive industry you're falling drops down of after three years， four years cycling or globally right and now in a new china market especially it goes like this car we will do the most volume in year five why and it actually still growing so we did this and made this car because we just love it you just love it and we just love making something that nobody else can make gotcha so it's not about the volume it's about maybe setting a bar for the tough luxury kind of this item yeah and it's not because we wanna okay you know we can make a lot of profit on anything it's really because this is what british engineers can do？ 你看到没有，他设计这款车的出发点就不太一样，他不是销量优先，而是为了能树立一个标准，一个标杆。那他优先考虑的到底是什么呢？ but the beautiful thing is what we do uniquely is that we go design first and platform second， design first， design first and platform second and a lot of other companies say oh， i got this platform the systems between the wheels and everything and then they make some design， but that's not what this real deep brand value that we have across all the four brands is because we designed something and then we look at second what is a platform with the right dimensions the right proportions that makes really us unique across all four brands oh， this is not about parameters no it's not about one would apply from that 50 brands use across the group or anything like that that's not who we are okay very insightful did you design it out of what do you think it can perform very well in the market or did you actually see the needs of a consumer that is another uniqueness that we have so our designers they are so stubborn once they have something really really beautiful and they do make this absolutely gorgeous cars and you can see some of the detailing that we have here a lot of it has functionality， but the detailing is incredibly difficult yeah so then your industrial operations team says oh， that's really difficult to do how do i produce that how can i make that quality work？ how can i get the materials for that how can i get my supplies to do that and we never give up we just keep going until we have that design that the original designer has had in his mind and jerry is brilliant of that。 这菱形你知道是怎么回事吗？他象征着钻石的那种原石，你看那个就是有一种要去探索，没有人挖掘过地方的那种感觉。 how long did it take to make it happen oh， this is many many years， many many yeah and probably the idea of this covers they are ready for a long long time probably close to a decade took another four years five years to really get it right yeah in the china car industry that is a very long time but this is sort of a different type。 所以你看啊，路虎卫视这个商业思路其实非常的不商业，它是以设计优先，这点其实很有意思。 business is about eighty percent logic and twenty percent absurdity you need to do something a little bit that is illogical if you all follow the numbers if you all follow the same insight you all get to the same result if you want to do something different if you want to ask for higher price you've got to be different at the same time it needs to be completely integrated and being something that nobody else can do or think of and i think that's really what octa is on a business level if you want to say it's not always about exactly following the numbers， but sometimes you gotta go with your outside of the box which you've got and go outside of the box i think that's the way to create this what we call the blue ocean space right， wow， i see 哎，你看到没有啊，莱娜其实无意间就道出了 高奢产品线的一个核心，就是你不光得产品好，关键你还得有自己的特色，自己的个性。 你看，现在 suv 这个圈，其实已经可以说是乱花渐欲迷人眼了，而对于这种顶级豪华的赛道，你说用户他看中的是什么？其实他不是想要一个各方面都还不错的这么一辆车，而是说，哎，我看中了你在这个赛道，在这块是有自己特色的，所以越是在这个时候 是要把自己的长板打到最长，因为特色才是用户选择你的原因。

拥有属于自己的路虎卫士，是一种可以让四十岁的男人重返十八岁快乐的魔法，因为啊，这是一台送给自己的车。三十加四十岁的男人买车都在考虑什么？ 考虑符不符合现在的身份地位，考虑老婆孩子父母方不方便，喜不喜欢，考虑毛病多不多，用车的成本高不高？如果是考虑这些的话，那这个车不是一个很完美的选择。我认为会买路虎卫士的只有两种人，一种是喜欢它的外形，方正高大，经典有力量感， 很多人就喜欢他这种独霸一方的感觉，精神图统，永不磨灭。喜欢大于一切，冲着颜值可以什么都不管，因为他太特别了。但凡是开越野车的，喜欢越野车的，就没有人可以不多看路虎威斯基， 即便油耗高，撞风效果杠杠的，但架不住 i like。 我喜欢另外一种人，就是喜欢他野性的实力。很多网友都说快上百万层级了，那不如干脆买个行政。我们首先要知道，路虎主流车型的定位其实很清晰，瞄准的也是不同的用户群体。 行政的地位是什么？是极致奢华、舒适的体验，是高级形象的代表。而卫士的定位是越野，性能是他的通过能力，是个性。 一个陪你纸醉金迷，功仇交错，一个陪你大杀四方，畅想肆意，就看你自己想要什么。男人呐，到了一定的年纪，身份都是别人给的。在外面，你是老板，是领导，是员工，在家里是老公，是爸爸，是儿子， 哪个身份呢？都是责任，哪一面都得扛得起来。所以我现在感觉自己的能力范围内，能够花钱获得开心就是一件很值得的事。