做高端电动车，别克要先撕掉“杂牌”标签

Core Viewpoint - Buick's new high-end electric sub-brand "Zhijing" faces challenges in the competitive market for mid-to-large range electric vehicles priced between 200,000 to 300,000 yuan, as the success of joint venture brands in this segment remains limited [2][3]. Group 1: Market Dynamics - The current market reality indicates that joint venture brands must offer higher cost-performance ratios than domestic brands to succeed [2]. - Traditional luxury brands have struggled in the high-end electric vehicle market, with sales of models like the BMW i3 and Mercedes-Benz electric vehicles remaining low compared to more competitively priced offerings from joint venture brands [3]. - The Buick GL8 plug-in hybrid has emerged as a notable exception, ranking third in sales among joint venture electric vehicles in August, with retail sales of 5,490 units, surpassing its fuel-powered counterpart [3]. Group 2: Strategic Shifts - Joint venture brands have shifted their strategies from a "high-end" approach to offering high cost-performance electric vehicles, often at lower prices than domestic brands, leading to the emergence of popular models like the Nissan N7 and Guangfeng Bozhi 3X [3]. - Buick's decision to launch a high-end sub-brand is supported by a fully localized development approach and improved collaboration between joint venture partners, allowing for greater autonomy in product development [4]. Group 3: Product and Brand Perception - The perception of a brand as "generic" is fundamentally tied to the product itself, emphasizing the importance of product strength alongside cost-performance and emotional value in driving market success [5]. - The pricing strategy for the Buick Zhijing L7 is critical, as it must balance market impact with the positioning of a high-end electric brand, a challenge faced by many luxury brands today [5].