Can the new Lunar Range drive Xingtu to ＂high＂？

Recently, the 2023 Xingtu Lanyue was officially launched. The high-end dream of Chery Automobile was once again mentioned. Xingtu was officially released on November 9, 2018, which is Chery’s third attempt to attack the high-end market. Previously, Chery had planned Ruilin and Qoros, and now, Xingtu has become the only seedling of Chery’s impact on the high-end market. Chery, which hopes to complete the brand’s high-end, invested in the flagship model of Xingtu Lanyue in the mid-to-large SUV segment. Unfortunately, the car has been tepid after its launch and failed to meet Chery’s expectations.

In recent years, the sales of Xingtu cars have not been ideal. In 2022, the sales of Xingtu cars were 51,142. According to the data of new traffic compulsory insurance, the cumulative sales of Xingtu cars in 2022 were 24,015. No matter which data, they are far behind their opponents.

Xingtu expects monthly sales to exceed 10,000 yuan in the second quarter. Can the launch of the new generation of Xingtu Lanyue "add bricks and mortar" to Xingtu’s sales? To rewrite the experience that the previous generation model was not a success, the sales difficulty of the new generation of Xingtu Lanyue can be imagined. Moreover, as a facelifted model, the body of the new generation of Xingtu Lanyue has not been greatly improved, but the price has increased.

Overall, Xingtu did not have more innovations and breakthroughs, and its appearance and power did not have its own distinctive characteristics. The gearbox has always had shortcomings, and the failure of Xingtu’s car has also been criticized by car owners. The positioning is vague, and it lacks its own brand label. It is just an updated product in the style of "squeezing toothpaste". Whether Xingtu can reach "high" remains to be tested by the market.