I’m curious about how you perceive luxury cars. Are they the popular brands like Mercedes-Benz, BMW, and Audi that dominate the luxury market? Or do you think of ultra-luxury vehicles like Rolls-Royce or Bentley? Maybe you associate luxury with sports cars like Ferrari or Porsche. What do you think defines a luxury car?
To get a better understanding, I looked it up on Baidu. According to their definition, a luxury car should first and foremost be a D-class vehicle with a wheelbase generally over 3000mm. The engine displacement needs to be more than 3.0 liters, and the price should be over 120,000 pounds, or roughly $200,000-$300,000 USD, which translates to over 1 million RMB. Any car meeting these criteria can be considered a luxury car.
However, today's consumers often judge luxury cars based on brand names rather than technical specifications. For instance, they might consider models like the Audi A3 or BMW 1 Series as luxury cars just because they're produced by luxury brands. While this perspective has some merit, it ultimately boils down to branding.
Recently, there's been a lot of buzz surrounding Zotai's claims of being a luxury SUV. This raises an interesting question: Can simply labeling oneself as a luxury brand automatically qualify a vehicle as such? Or must the actual product meet the established standards for luxury cars? Clearly, Zotai doesn't seem too shy about calling itself a pioneer in Chinese luxury SUVs.
It seems Zotai has gotten carried away with its ambitions. Their promotional language is incredibly bold, even daring to compare themselves to Porsche. How does this sit with other domestic brands like Geely or Haval? To me, only Red Flag's L5 truly qualifies as a luxury model within its own lineup. Zotai's self-proclaimed status seems to place them on par with Red Flag, which is quite a stretch.
In light of these claims, someone recently exposed Zotai's production facilities. The so-called luxury SUVs coming out of their workshop tell a different story. Take a look – the environment is filthy, with oil stains all over the floor.
Parts are scattered everywhere, piling up like giant bundles of green onions. When parts aren’t immediately assembled, they’re left to crash into each other. Who knows if these parts might cause issues later on for unsuspecting buyers? How can one trust the quality of cars built in such disorganized conditions?
This stark contrast isn’t limited to just Zotai. Let’s compare it with other brands.
Here’s BMW’s workshop, fully automated and spotless.
Volkswagen’s facility is equally mechanized and immaculate, showcasing a stark difference from Zotai’s messy setup. Comparing Zotai to joint ventures like BMW or Volkswagen might seem unfair, so let’s examine another domestic brand—Geely.
Look at Geely’s facilities—they rival BMW and Volkswagen in cleanliness and efficiency. Yet Geely hasn’t claimed to be a luxury brand, so why does Zotai feel entitled to make such a bold declaration?
After seeing this, it becomes clear why Zotai’s models frequently encounter quality issues. Their production standards haven’t advanced beyond what we saw a decade ago. Claiming to be a luxury SUV seems more like a publicity stunt than anything else. It’s almost as if Zotai is trying too hard to grab attention once again.
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