Editor’s note:
As automobile practitioners, we should remember that in 2017, a China company created a luxury brand from scratch.
2017 is the first full year of this brand. It sold nearly 100,000 units with almost impossible product speed, almost impossible channel speed and almost impossible sales speed.
We all know the following common sense:
- Before, Chinese’s own luxury brands had hardly been mass-produced.
- China is the market with the largest number of automobile brands in the world, with the fiercest competition, the most choices and the most picky consumers.
- For consumers, buying a car is a very, very cautious thing, so we should choose it slowly and carefully.
- It is difficult to sell cars quickly, and it needs a large number of terminal stores all over the country. After the construction is completed, it needs intensive capital investment, and it also needs strong self-confidence and mutual trust from factories and merchants.
- We must find out what makes this miracle of China automobile industry. We must also record its progress and changes in this year at this point in time, because, it says, this is only a starting point. The miracle has just begun.
[20,000 words is a key topic of "Must Read for Car Owners". In the era of fragmented reading, simple information acquisition, just glance at the circle of friends and see the title. In-depth information acquisition requires thinking, research, rationality and logic. We believe that in-depth reporting without grandstanding and flattery has its value. "Must Read for Car Owners" is a collection of decades’ efforts of the whole team to do automobile media, and it is necessary to do something in depth in business reports. The maximum length of a WeChat WeChat official account article is 20,000 words, so it is named. 】
A year ago, I used my surname to gamble on the birth of China Luxury.
A year later, the two models launched by the brand and their monthly sales both exceeded 10,000.
Some people say that the brand has been successful, and I told him that the miracle has just begun.
-Wei Jianjun
2017.11.15 Brand First Anniversary Ceremony
There are 108 global automobile brands active in China automobile market. How can a nascent brand achieve such a good result?
It is an interesting case that "Must Read for Car Owners" studies the growth and development of excellent enterprises for a long time. We have deeply investigated various actions in the past year, excavated the reasons behind its popularity, and formed this article for readers.
This paper is divided into the following five parts:
First, brand building: calm ALL IN
Second, marketing breakthrough: collision visual hammer
Third, product-oriented: global reputation
Fourth, the rise of the market: first-year leaders
Five, facing the future: waiting for you in the distance
First, the surname is Ming
On November 16th, 2016, Automobile Co., Ltd. released the luxury brand of China, announcing its formal entry into the luxury market of China. The pursuit and commitment of the brand is to set the flag and benchmark of luxury in China.
Before this conference, the naming of this brand-new high-end brand has been attracting speculation, until Wei Jianjun unveiled the reason for this brand naming at the conference site that night.
He solemnly stated that it was named after his own surname, and it was the pinyin of the surname "Wei". There are countless automobile brands named after their founders abroad, but this is the first one in China.
It is not easy to dare to use one’s own surname in China. China is a "home-country-world" society, and individuals exist in the shadow of the family. Therefore, a person’s behavior when he is away from home does not only represent himself, but the honor of the whole family and surname.
Surname is not only a pronoun, but also represents commitment and credibility. Because of this, he hesitated about such a naming method at first, and finally made this decision.
"We should defend and build this brand as we keep our honor and faith, and use our consistent commitment, responsibility and self-confidence to win honor in the luxury market in China and truly occupy a place."
"From a concept to the official release of the brand today, it is also a process of controversy and repeated argumentation, which bears the mission of China luxury going global, and also aims to end the violent era of the joint venture brand in the China market."
Wei Jianjun said at the press conference that night.
Second, the founder
If you want to understand, you must first understand Wei Jianjun.
Wei Jianjun, who has been called "the chairman of the automobile" for the past twenty years, has led a new commercial in which he calls himself "the founder".
You should see this film.
After reading it, you can probably understand what the founder is thinking, decide what to do and where the goal is.
The whole film adopts the self-talk of the founder, calm and soothing, clear and firm.
"Name a car with your own surname, but not for fame.
It is also difficult for a person who is used to being measured to be complacent.
Because for myself, I always feel that there is still room.
What others call modesty is actually a kind of self-protection.
But this time, I decided to stand at the front desk and leave no way out.
Bet on something you shouldn’t gamble on.
People, too, have become more severe and unreasonable,
Some people think I’m paranoid,
Obsessed with such and such details,
But I know that to do one thing well, you must practice it.
Not only a car, but also a pioneer.
From the beginning, luxury is no longer those grandiose shows.
From the beginning, safety became the premise of all luxury.
From the beginning, more people can hold luxury in their hands.
Put everything you have to say in the car,
Firm, go ahead. "
To those who walk in front.
Here is the film. If you don’t feel anything after reading this copy, you can watch it.
- It is a brand-new brand that has never been seen before.
- How can a brand-new brand quickly establish brand awareness and support the release and sales of products in a short period of time?
This is a very common topic in marketing, and there are many different ways of playing. The more important factor is what kind of background and resources the company has to tap and make maximum use of before the brand is founded.
Since its birth, it has been responsible for brand upgrading of automobile companies in China market.
It is also a bold judgment on the market after the automobile company has established a solid foundation after 20 years of sustained growth.
Wei Jianjun said that he was "used to being measured" and wouldn’t let the spotlight hit him, which was a kind of modesty to others, but Wei Jianjun cut open his heart and said that it was a kind of "self-protection" to avoid being pushed to the forefront.
- Entering the automobile market in 1996, Wei Jianjun led a team of only a few dozen people to go deep into the market, analyzing competitors one by one, looking ahead and looking back, and making every preparation.
- From 1998 to 2016, pickup trucks have been far ahead in China for 18 years. When he decided to be a China brand, the success of "National God Car" clearly proved Wei Jianjun’s unique vision and strategy once again.
- This time, in order to create a luxury brand belonging to China Automobile, Wei Jianjun "decided to stand at the front desk, leaving no way out, and bet on some treasures that should not be gambled", in order to endorse, cross the rubicon.
Third, behind the advertisement
Therefore, there are several pieces of information that are worth knowing.
A, it is Wei Jianjun’s surname.
Some friends may not know much about the International Phonetic Alphabet. When spelling "wei", the common pinyin is Wei, and when the International Phonetic Alphabet marks the four tones of ei, it is represented by ey. This is the "naming a car with your own surname" mentioned in the advertisement and the "branding a promise with your own name" that the brand has talked about many times.
B, it’s a name and an inscription.
It is also the first China automobile brand named after its founder. This shows that the founding team will defend the brand with ingenuity, just like guarding the highest honor and belief; With the dream and determination of China luxury pioneer, write the accumulation of glory and the development of the times.
C, the LOGO originated from the hometown of founder Wei Jianjun.
The logo originated from the hometown of Wei Jianjun, the birthplace of automobiles, the landmark building of China, the "Great Flagpole of Zhili Governor’s Office".
Flagstaff, you may have no idea just saying that. Let me talk about the deep meaning behind it: the so-called "eternal security" means that since the establishment of the capital in the Yuan Dynasty, the city has always been the southern gate of the capital. The so-called Zhili is the area around the capital that is directly under the jurisdiction of the central government, and its main purpose is military security; The Governor of Zhili, who was a very important official, was the first of the nine governors in the late Qing Dynasty. The two flagpoles left by the Governor’s Office of Zhili were made by Cao Kun during the Republic of China, reaching as high as ten feet and five feet, which was the highest flagpole in the country at that time. Take the point of "the highest flagpole in the country", pay tribute to the starting point of the national brand of hometown, and set the brand benchmark of "China luxury leader".
D, there is the word "POATING" under the LOGO.
As you can probably guess, this is "",which is different from Chinese pinyin. This is the way of Wittoma Pinyin.
Witomar Pinyin is one of the ways of Chinese Pinyin used for international communication, and it was used as the mainstream Chinese Pinyin in the world from the late Qing Dynasty to the reform and opening up, such as Peking, Tsinghua Tsinghua, Maotai Moutai, Chunghwa, etc. The use of Witomar Pinyin here not only pays tribute to the long history of hometown, but also shows that its brand is established in a global pattern.
This brand advertising film began to spread on April 12, 2017, and received extensive attention and discussion in the industry. Seven days later, on April 19, the brand’s first production car went on the market, with a price of 167,800-188,800 yuan. On June 10th, the world’s first brand 4S store was opened, and a delivery ceremony was held for 100 units. After the end of June, 3,166 units were sold.
Fourth, the luxury team
When it comes to the design and creation process, it takes too much energy.
The birth of the brand has brought together top experts from all over the world, integrated Chinese and Western car-making technologies, and an international production R&D team of 1,600 people, invested more than 10 billion yuan, carved and condensed for four years, and applied the latest technology and technology to create a perceived luxury experience. Finally, today’s luxury in China has been achieved.
It is the first China brand to make efforts in the luxury market, and has a team of foreign experts who focus on R&D and production, redefining the new height of luxury in China in terms of product design, technology configuration, safety equipment and handling performance.
CEO of Jens Steingrber brand
He has served in an automobile company for 30 years, and has held important positions in the production department, sales department, international sales department and other departments of the automobile company, responsible for the project development and listing of a number of brand-new models, and has rich experience and long-term vision in marketing and brand development strategy.
As the brand CEO of Automobile Co., Ltd., Mr. Yan Si led all colleagues in the brand to jointly interpret China’s luxurious dream of building a car. As he said, "As an unswerving pioneer of luxury, we have never stopped exploring."
Gerhard Henning/Gerhard Henning
Chief Engineer of Transmission Module Project of Automobile Co., Ltd.
Gerhard Henning, the founder of 7-speed wet dual-clutch automatic transmission, has more than 30 years of research and development experience and has worked in well-known automobile companies. Mr. Henning led more than 30 top experts in the automotive industry in product design, supplier development, trial production and engineering design, and started the road of 7DCT project research and development. And through cooperation with international first-class parts giants such as Borgwarner and Schaeffler, we have created an internationally leading product with excellent shift performance and performance.
Alexander Ti Beriau/Alexandre Tibe
Automobile safety technical expert
As a top automobile engineer, Mr. Ti Beriau, who holds a double master’s degree in automobile sports performance and automobile manufacturing engineering, has worked for,, and for 26 years, led many comprehensive international projects, and has world-class research and development capabilities in active and passive safety, testing, steering and tire components. Now he has joined, vowing to establish his own brand personality in terms of vehicle sports performance.
Allen Crayton/Alan Cureton
Expert of Performance Development Department of Automotive Technology Center
Fifteen years of working experience in the automotive sector, from project management to design principle confirmation, Mr. Allen Crayton, as the program team leader, has excellent professional ability. Now, I have come to guide the team to formulate test methods and targets based on robust design, take charge of road noise and idling work, and carry out the overall work, including setting up a road noise professional group to share and provide advanced experience in foreign industries that I have absorbed for many years.
Nan Yifan/Yvan Le Neindre
Deputy Chief Engineer, Technical Center, Automotive Design Department
Mr. Nan Yifan joined the automobile company in 2001 and began to engage in system design. For more than ten years, he promoted the growth of internal team and expanded the core technical ability, so that the number of hybrid control design team increased from 10 to 50 in one year, and led the design work of the world’s first diesel hybrid control, and achieved many achievements such as innovation awards. Since 2013, he has been in Austria, responsible for providing power system design and development for first-line suppliers. Joined the car in 2014.
Greer /Juergen Greil
Director of XEV platform of automobile co., ltd
In the past 20 years, Mr. Greer has carried out conceptual design and prototype research and development for a number of vehicle developers, and is the innovative concept proponent of I electric vehicle brand and other vehicles and fuel cell vehicles. Mr. Greer joined the automobile in 2016 and is committed to promoting the revolution of electric vehicles, making them "a new generation of cars that are loved and affordable by the wider public". The XEV car, which appeared in 2017, was designed by Mr. Greer.
If you still remember the contents of the commercial, there is a sentence that can be specially marked:
From the beginning, safety has become the premise of all luxury.
Before introducing our products, we can see what we have done in marketing activities.
First, small overlapping collision
On July 21st, 2017, at China Automotive Technology and Research Center, China brand made its first public small overlap crash test.
Here is also a section of this activity, you can have a look, one is quite expensive, and the other is quite exciting to watch.
Small overlap collision test
That is to say, when a vehicle collides with a fixed object at a speed of 40 miles per hour (64km/h), and the overlapping area of the fixed object is only 25% of the width of the vehicle (the minimum overlapping area of the existing frontal collision test is 40% of the width of the vehicle), it is called the most stringent frontal collision test in the world.
It is the brand’s first model that participated in this test. At the collision site, like a beast, it crashed into a fixed rigid barrier at a speed of 64 km/h.
In this collision, the evaluation of dummy injury, restraint system and dummy motion all got "Good". According to the overall evaluation standard, finally, the model successfully won the best "Good" rating.
After reading this, you will have a deeper understanding of that sentence. Safety is the premise of all luxury. This statement is quite right.
- Every car has its value and purpose. If two cars are not in the same or similar market segments, we don’t think they are comparable. For different groups of people, there may be many good cars, perhaps because of space, price, manipulation and brand. Except that a car has its own problems, there is no such thing as who is better than who.
- People who buy luxury cars have stronger spending power, and they choose cars, not just as transportation, travel and transportation. The brand value of the car, its brand tonality and its brand support all need excellent evidence. If a car clearly proves that it is "safer than other cars", it is obviously a luxury car user (you can find in real life that some people are more desperate than others) who deserves to spend some time and energy to understand.
Second, the static pressure test
After the small overlap crash test, people who have seen this article may have such a question: What other car is so reliable in this respect?
A month later, on August 31, the brand’s second production model, the first compact model, was launched; The listing activity was held in China Automotive Technology and Research Center, and the first static pressure test with reference to American standard was held in China automobile brand.
Roof static pressure test
That is, whether the roof can provide a safe space for passengers when the vehicle is overturned.
The test rules followed the American standard FMVSS 216A. When the roof load was three times, the deformation of the roof was 40mm, which was far lower than the standard 127mm, and finally the "PASS" rating was successfully obtained.
Behind the success of these two classic tests, we should see that the brand’s consideration of safety runs through the brand’s product design. Starting from the concept, the brand’s original 3DP (vehicle safety, occupant safety and pedestrian safety) dominated the whole product development process.
In terms of configuration, not only ACC, FCW pre-collision warning, AEB automatic braking system and other common high-end safety configurations, but also the world’s first Collie smart safety system is also used in brand models.
As usual, look.
Professional testing includes two aspects, one is to test with professional instruments in professional venues, and the other is to build a frame on which containers weighing three times as much as the car body are placed. This time, brand CEO Yan Si himself is sitting in the car.
- A safety test, put the CEO of this company in and bear the "life risk in case it doesn’t work", which made me think about it for a long time. On the one hand, of course, the persuasiveness of "safety" is very clear. On the other hand, this company is really open to play, dare to innovate, dare to think and dare to do it. I can’t imagine other car companies-state-owned enterprises or private enterprises-putting CEO/ general manager in it.
- I remembered the words in the commercial again, and Wei Jianjun said, "Don’t leave a retreat, gamble on something you shouldn’t gamble on. To do a good job, you must do it yourself. "
- It is the first brand to implant "safety" into brand genes. From the release of new brands to the launch of new products, its "safety" has always been its core advantage.
The safety presented is not only the safety of ACC, FCW pre-collision warning and AEB automatic braking system, but also the safety of product design and body quality.
All its models are developed according to the original 3DP safety concept, and equipped with the world’s first Collie intelligent safety system, which is second to none in the use of high-strength steel and safety materials.
Taking safety as the biggest advantage is not only because of its strong technology, but also because safety has become a "pain point" that consumers pay more attention to. In fact, it has the strength in design, transmission technology and Pi4 technology platform.
Third, the visual hammer
The breakthrough of marketing not only refers to the energy and capital investment in marketing, but also a change of systematic marketing method with core theory. It is this in-depth study based on marketing methodology that successfully implanted the brand image of "Chinese luxury brand leader" in the hearts of consumers in China market in just one year.
Marketing in brand image positioning is based on the famous visual hammer theory.
If you take part in several activities with brands, it is very common that Mr. Zhang Yun, CEO of a company called "Reese China", gave speeches for the activities many times. Brand is also a typical representative of its "positioning" theory.
In 1963, Mr. AL Ries founded Reece Company in new york, USA.
In 1969, Reese Company put forward the theory of "positioning" for the first time, and it was widely used in the following fifty years, becoming a classic theory in marketing.
With the change of information dissemination environment, Laura Rees, the partner of Rees Company and the daughter of AL Ries, put forward the theory of "visual hammer" on the basis of positioning theory. She believes that on top of language, we still need "vision" to add weight to the positioning theory, that is, the so-called "language nail" needs to be deeply implanted in consumers’ minds in the form of "visual hammer".
A common example, such as the dispute over herbal tea. Using the positioning theory, a "language nail" of "fear of getting angry and drinking XXX" is created, and "red jar" is the application of "visual hammer".
The brand also used this theory flexibly. "Safety is the premise of all luxury" is the language nail, while "collision" and "static pressure" tests all involve safety and are "visual hammers".
- On the question of how to find the "language nail" of brand positioning, I chose the word "safety" without hesitation. The reason is not unrelated to the success of the brother brand.
- Safety, which is the most essential core problem of a car, is the starting point rooted in all other preconditions such as comfort, performance and handling. Grasping this point, it proves its safety with various tests that are close to "engineering thinking".
- So, after strict technical tests again and again, it succeeded. And this also made Wei Jianjun realize the correctness and potential of this road. Naturally, safety is also written into the gene of brand image, and even this time it is more thorough.
For cars, nothing is easier to judge than safety, and nothing is more difficult to establish than safety. This is an exam that can’t be cheated, and all the whitewashing is pale and powerless under the mechanical examination. This kind of examination has gone through twice in the first year of its establishment.
Is safety the most important prerequisite for luxury cars?
This question may have been thought about by many people before. However, it really connects the two. According to the visual hammer theory, a new relationship is established, which successfully implants this new relationship into the hearts of consumers.
In this way, under the influence of the marketing visual hammer, when we mention luxury cars, the word "safety" will automatically come to mind, and then the two words will come to mind.
However, for new marketing, it is obviously not enough to just grasp "safety". After using a word to "anchor consumers’ hearts", it needs to spread out and firmly establish the luxury brand image in consumers’ hearts.
Above the visual hammer of safety, the flagpole of luxury brand should be hung. In other words, the marketing for safety is under the marketing system that serves the image of the whole "luxury brand".
Fourth, to spread
Then, is there any further marketing action besides safety marketing? Of course there is.
For brands, it may be a safe practice to focus on safety marketing. "It is better to spend money on research and development with marketing" can fully bring consumers positive information about cost performance and reliability. However, for luxury brands, this is by no means its rules of the game.
Therefore, there are many new means in marketing, such as: let us see the slogan of "Chinese luxury" all the time in subways, bus stops, televisions, websites and so on, and nail the language image of "luxury" into consumers’ minds repeatedly.
- We can see that Wei Jianjun, the founder of the brand, walked from behind the scenes to the front of the stage, tied his image with doing, and shot more than one promotional film for the brand-according to the visual hammer theory, the founder of a high-end brand is the best spokesperson for this brand.
- We can see that the brand even contracted the whole train of Beijing-Shanghai high-speed rail, and the opening of the brand high-speed rail train really realized the overwhelming marketing.
- We also saw that the brand chose the title of Jiangsu Satellite TV in the New Year’s Eve party at the end of the year. As we all know, Jiangsu Satellite TV stands out among many satellite TV stations in recent years with its high-quality performance level and fine quality, and ranks among the hottest New Year’s Eve parties, and this image positioning also complements the brand’s high-end luxury.
Therefore, we can think that the brand’s visual hammer is a set of "luxury combination boxing" with safety as the core. Through the key gene of safety, the brand image is first firmly nailed into the hearts of consumers, and then the visual hammer theory is used to carry out more diversified marketing, and finally the brand image of "luxury" is clearly established in the hearts of every consumer.
As a result, in just one year, all potential consumers in the market have successfully established a positive cognition and goodwill towards this brand, and then transformed brand awareness into buying behavior through brand funnel and sales funnel. Finally, we saw the hot sale and continuous fermentation of and.
At present, the brand has only two products on the market.
—— The first production model was launched in April 2017.
—— The first compact model was launched on August 31st, 2017.
Other … Except P8 (China’s first plug-in hybrid luxury), which was unveiled in September 2017 and will be launched in the first quarter of 2018, VV6 and other models are planned to be launched in 2018.
First, get the prize to be soft
The brand’s existing product system, although not many, has excellent performance.
Please look at the following list of winners.
Honorary award:
On February 1, 2018, the 2018 Sina Annual Awards Ceremony won the "Independent Model of the Year" award;
On January 31, 2018, the 2017-2018 general election won the "annual situation";
On January 22, 2018, the 2018 TTA Awards Ceremony won the "Best Medium TTA in 2018";
On December 3rd, 2017, it won the 5th Xuanyuan Award "Best Design Award". Eight judges from China, Britain, Germany, South Korea and other countries agreed that it brought confidence to China automobile brands to enter the mid-to high-end market.
On November 17th, 2017, Tencent Auto & Auto Magazine won the title of "Independent Medium-sized" in 2018.
On November 16th, 2017, the 2018 Netease Annual General Rating List Award Ceremony won the "China Brand of the Year".
During the auto show in November 2017, it also won the "2017 China Brand Luxury" award of Ryukyu Automobile; Comment on "2017 Innovative Design"; China Automobile Professional Media Editor’s Club 2018 China Year "and other awards.
Honorary award:
In September 2017, it was selected as one of the five most successful models by Focus (), one of the most influential weekly magazines in Germany. The other four models are: 911 GT3, UrbanEV concept car and Smart EQ concept car.
During the November 2017 Auto Show, the China New Media Alliance for Mainstream Cars also awarded the trophy to-successfully won the title of "2017 Compact Luxury" in the 2017 general evaluation list of mainstream cars in China sponsored by the alliance.
P8 Honorary Award:
P8 won the "Most Expected Award of 2017" in the "Shift-2017 Intelligent Electric Drive" jointly sponsored by Winlink Research Institute and Netease Automobile.
Apart from awards, going abroad is also full of high reputation.
On September 12, 2017, the brand made its debut at the 2017 Frankfurt International Auto Show with six models, which was not only rated as "one of the five most successful models" by Focus, but also praised by Focus: "A number of models were unveiled in China. The design of these models is excellent. For example, it is a very excellent one. "
In addition to the high recognition of Focus, there is also-
Auto Expo (one of the most influential auto magazines in Germany and even in the world): "It may have an impact on a group of young people. As a new darling, the brand will come to the international auto exhibition and become a leading brand with high quality in the world."
German Business Daily (German business newspaper, known as "German Wall Street Journal"): "German suppliers have expressed their expectation to enter Europe, which will ensure the success of China’s luxury European market."
"German Auto Weekly" (the commercial and industrial newspaper of the German auto industry): "Abandoning prejudice, foreign media affirmed the development of China’s automobile brand, and XEV attracted much attention."
"N-TV" (one of Germany’s core information TV stations): "XEV shows the future of the brand. Matrix self-charging technology and brand future driverless technology are concerned by mainstream media. "
Le Monde (a German cross-regional daily newspaper focusing on market economy): "After most China automobile brands are frustrated in the international market, they will take the lead in capturing overseas markets."
Deutsche Presse (Germany’s largest news agency): "The brand is ambitious."
Behind the reputation of the series, it must be supported by solid product strength.
Second, the persuasiveness of the product
Regarding the product highlights, the "Car Owners Must Read" team has talked about it many times. For example,
"18 aspects to tell you in detail about the embodiment of science and technology"
http://www.chezhubidu.com/detail/215273
Ten details about, you must not know
http://www.chezhubidu.com/detail/215076
In this article, we don’t go into too many details about the product attributes of.
Only focus on two aspects: the three major parts of the car and safety intelligence.
Product highlights
1, 2.0T double channel
Low rotation speed and high speed bring good acceleration and give consideration to fuel economy. The rated value is 172kw/h, reaching 205km/h, and the maximum value is 360 N·m /2200-4000 /rps RPS.
2, professional chassis adjustment
While giving consideration to driving maneuverability and riding comfort, the steering response, reachability and roll suppression of vehicles have reached the leading level in the industry.
3. The first 7-speed wet powershift in China.
The brand uses wet multi-sheets, which are driven by oil to engage and open, and at the same time use oil to cool the sheets.
Better stability and greater tolerance. The 7-speed wet response is extremely rapid, and it can cooperate with precision at any time to provide a powerful acceleration experience.
At the same time, seven gears can effectively improve efficiency and reduce fuel consumption.
The products went on sale, according to the car home list, according to the evaluation and analysis made by 1126 consumers, ranking first with 4.73 points. Among them, power is 4.73 points, control is 4.63 points, and fuel consumption is 4.35 points.
Product highlights
1. New 2.0T supercharged direct injection (new generation 4C20NT):
Gather experts from the United States, Japan, the Netherlands and other domestic and foreign countries to independently develop and design, adopt electronic control technology to achieve high-precision control, improve the turbine response lag problem, reduce consumption, simultaneously improve the low speed, and enhance the driving pleasure of the whole vehicle. Maximum 145 kw/5200-5500 rpm; Peak value is 355 n m/2000-3200 rpm.
2. Electronic control:
The electronic control technology is adopted to realize high-precision control, which obviously improves the responsiveness, simultaneously improves the low speed and reduces the consumption, meets the use requirements under different working conditions, can be connected at 1000rpm, realizes 200N·m output, and starts lightly and powerfully, thus improving the driving pleasure of the whole vehicle.
Third, the safe configuration
As a luxury car, safety has become the core of the product, and intelligence is not only the guarantee of safety technology, but also the necessary configuration of the newly born mainstream products;
Safety is the core of brand luxury safety concept, which includes passive safety, intelligent safety and technological safety. It is equipped with Collie intelligent safety system and has a nickname: sheepdog.
It can monitor the state of the vehicle in real time and cooperate with many electronic systems and body components to protect the safety of pedestrians and occupants in the vehicle at all times, and has applied many safety technologies ranging from passive safety, intelligent safety to scientific and technological safety. While riding more comfortably, it also creates a worry-free safety cockpit for the occupants in the car, so that customers can enjoy all-round safety protection in all aspects of the car.
(1) Passive safety:
The design concept of "3DP" safety car body is adopted to ensure the safety of passengers, vehicles and pedestrians in all aspects.
In terms of passengers:
Adopt and pre-tighten the force-limiting type, cooperate with the design standards of super-European system, and form protection for passengers. The application ratio is as high as 75% of high-strength car body steel plates. The car body materials are selected from world-class steel mills such as Baosteel and Thyssen, Germany, and equipped with high-performance paints provided by world-class suppliers such as German B and American PPG, which have gone through layers of technology and harsh tests. Designed and developed for the most severe working conditions in the world with small offset in the United States, and obtained the evaluation equivalent to the American standard "Good" through the first public small overlap collision test in China.
Pedestrian protection:
Developed according to European pedestrian protection standards, 0.6mm low-strength energy-absorbing steel plate is used, which effectively buffers the impact strength between people and vehicles; For the protection of pedestrians’ heads, the aluminum alloy cover is adopted, and the unique design such as local weakening can effectively protect pedestrians’ heads.
Vehicles:
According to the European RCAR low-speed insurance standard, after a low-speed collision, only the bumper, bumper and low-speed energy-absorbing box deform and absorb energy, while the powertrain, longitudinal beam and other components can be kept intact, which is convenient for maintenance and effectively reduces the maintenance time and cost.
(2) Intelligent security:
It includes three dimensions: normal driving and environmental detection, danger warning and collision avoidance.
Normal driving and environmental detection:
Including ACC, BSD blind spot detection, automatic level adjustment headlights, automatic headlights and other systems;
Danger warning:
Including FCW pre-collision warning, LCA, CTA reversing lateral assistance, LDW lane departure warning, DOW door opening warning and other systems;
Collision avoidance:
Including AEB automatic emergency braking, LKA lane keeping and other systems;
(3) Science and technology safety:
Including 360 panoramic view, semi-automatic parking, high-definition streaming media rearview mirror, driver fatigue monitoring and so on;
360 panoramic view:
Through four cameras located at the front, back, left and right of the vehicle, it provides a dynamic field of vision overlooking the 360 panoramic view of the vehicle and comprehensively grasps the surrounding conditions;
Semi-automatic parking assistance:
It can realize automatic identification of parking spaces and automatic horizontal and vertical parking, making parking convenient, intelligent and safe;
Interior rearview mirror for HD streaming media:
You can get a rear view and high-definition image quality that is three times larger than that of ordinary models, providing another guarantee for driving safety;
Driver fatigue monitoring:
When the system monitors the driver’s fatigue state, it sends out sound and graphics to give an alarm in time to escort every trip;
Brand, the first in the automobile market, clearly shouted to be the luxury of China. Such rhetoric can’t help but make people think: What is the acceptance of this new luxury brand in China in the market? Are consumers willing to accept it? Do consumers recognize it? Are consumers willing to pay for its products?
I. Building trust
Because of recognition, it is accepted, and all these premises come from trust.
What did you promise to consumers? Did you do it all?
On November 15, 2017, the first anniversary of the brand was still at the auto show.
This time, when I meet someone who is new to me, I forget the past and look forward to the future. For the answers I handed in this year, Wei Jianjun said at the scene.
"A year ago, I used my surname to" gamble "on the birth of a luxury brand in China. The original intention of supporting me to do this is to build a luxury brand that truly belongs to China, completely end the profiteering era of joint venture brands, and bring luxury to our consumers in China. "
"A year later, with real kung fu, we won the respect of the China market and the trust of consumers, faced our competitors more directly, and seized the luxury car market originally monopolized by joint venture brands. Since the release of the listing, in just six months, the overall monthly sales of the brand has broken 16,000. We believe that within this year, the monthly sales of both companies have broken 10,000, which is already a nail. "
As he said, up to now, in 2017, both and have broken through 10,000.
Doing what you say is a kind of boldness of vision and an ability.
The best way to win the trust of others is nothing more than: you mean what you say, so it is trustworthy.
More importantly, someone who believes in you will believe in your present and your future.
Second, step by step.
(Source: The official "Must Read for Car Owners" watch of the brand)
Brand memorabilia-
June 2017:
The brand’s first 4S store was officially completed in Chaoyang District, and its first model achieved 3,166 vehicles.
July 2017:
6075 vehicles, up 91.88% from the previous month.
August 2017:
The brand’s second production model was officially launched, and at the same time it increased by 18.47% from the previous month to 7,197 vehicles.
September 2017:
Breaking through 10,000 for the first time, the brand has reached a new level.
October 2017:
The brand reached 16,167 vehicles, and both of them broke 8,000.
November 2017:
The brand reached 20,460 vehicles, and both of them broke through 10,000.
December 2017:
The brand reached 21,349 vehicles, and it was firmly among the "10,000 clubs". At this point, 2017 was a perfect ending.
January 26, 2018:
The brand completed the delivery of 100,000 car owners, and "Chinese luxury" entered a new starting point.
On January 26, 2018, the brand announced that it had reached 100,000+.Interestingly, the word "100,000 plus" was often mentioned in the media circle. When congratulating on this achievement, many opinion leaders mentioned that it was indeed a very rare and remarkable thing to finally reach "100,000 plus".
Third, compared with friends.
After the first product went on the market, the sales channel has not been established. It was not until June 10th, two months later, that our first 4S store opened.
That day, I went to the scene, because there was a centralized delivery activity of 100 cars. At that time, several rows of cars were placed on the scene, with flowers and brand names of the owners.
I saw a group of very interesting people, car owners, who took photos in front of their cars with their families and friends, and had a heated discussion. The car owners exchanged and discussed with each other.
I remember, there was a car owner who explained to the family of another car owner what color the car paint on the front hood gave out in the sun.
I am ashamed that I don’t know these wonderful little details.
However, this also reflects the car owners’ extremely high requirements for product quality, especially for luxury cars.
- As we all know, although there are many luxury brands in China market, there are few luxury brands in China: a very luxury brand is always low; A brand is very successful, but it is a mature company bought; A brand, brand controversy is quite big.
- Chinese’s newly created luxury brand needs what kind of connotation and proposition, what kind of product support it needs, whether consumers approve it, whether the founding team has such confidence, and whether consumers have such confidence? These are great challenges.
- China’s automobile industry is still short, and its accumulation time is much shorter than that of those of global manufacturers. This aspect is obviously short-board, which should be objectively acknowledged. However, the people of China are industrious, hardworking and enterprising. In this highly active market of China, they have made up for many shortcomings with diligence. In many industries and fields, the trend of catching up has already appeared.
- The same is true in the automobile field. No matter whether it is a traditional fuel car or a car, whether it is a high-cost product or a high-quality and high-priced product, many companies have made outstanding achievements, and even the China brand has become a French brand and a Korean brand as a whole.
, China luxury leader, currently only a little over a year.
As a freshman, how is its market performance? We inquired about some relevant comparable data, and made a table here as follows:
1. In the field of professional luxury, the data are as follows:
(Source: Public Information "Must Read for Car Owners" Tabulation)
Brands, brands, and brands are all outstanding in the field of professional market segments. As shown above, we compare their December 2017 and 2017 respectively.
- The brand is based on "one year after the brand was born, there are two products, one for six months and the other for four months", and its performance in a single month has surpassed that of traditional dominant brands (Jeep brand was born in 1941, and six models are currently on sale in China market; The brand was born in 1948. At present, seven models are on sale in China.
- As can be seen from the trend, if this trend continues to develop, in 2018, the brand is likely to surpass and become the undisputed leader in the luxury field with a larger obvious lead.
2. In terms of luxury mainstream competition models, there are the following data:
(Source: Public Information "Must Read for Car Owners" Tabulation)
The mainstream models sold by the brand in the market are, and, and the two mainstream models under the brand are.
As shown in the figure, we compare the specific models in December 2017 as above, except that the price range of other models is 150,000-200,000 yuan.
- In the same price range, the performance of the brand’s models in the market has been significantly ahead of the brand-related models, needless to say, the specific models of the brand have been several times ahead.
3. Let’s raise some requirements for this first-year student to see how the market with fierce competition in the corresponding price range performs:
(Source: Public Information "Must Read for Car Owners" Tabulation)
We have chosen some popular models of non-luxury brands in the current price range (we will not list them here, and it is meaningless for a leader to keep up with the competition), including,,, and so on, which have occupied the mainstream position in the market for a long time and have great influence.
The two models of the brand have sold tens of thousands of monthly sales in just a few months, which has obviously brought obvious impact on the market in this region.
Considering that there are less than 100 brands by December, which is about 1/5-1/10 of other corresponding brands, we can draw two conclusions:
- The average single store of products has been much higher than the general competing products;
- When it continues to expand, its performance will be far higher than that of general competing products in total figures.
Fourth, the vigorous expansion
Above, we mentioned the number of brand channels, which is currently less than 100. As we all know, the sales of all goods depend on the strength of channels. Especially for big items like cars, their delivery channels are bound to land, and they must be laid out in all parts of the country according to the principle of "proximity". The current mainstream 4S shop channel model is adopted, and 4S shops play the role of regional marketing, sales and delivery. It takes a long time to build such a 4S shop.
The course of brand channel construction;
- On June 10, 2017, the first brand 4S store was opened;
- On November 25th, 20 brand 4S stores opened collectively;
- On December 23, 40 brand-new 4S stores opened collectively, with more than 100 channels;
In the media exchange after the first anniversary of listing held on November 16th, Wei Jianjun expressed dissatisfaction with the current progress: "Many people are still keeping a wait-and-see attitude, otherwise it will be far better than now."
However, when many external investors wanted to join the brand, Wei Jianjun did not accept it because of its eagerness for quantity expansion.
From products, markets, brands to channels, we adhere to the spirit of "do the best if you want". The same is true, we will give priority to the partners who have worked closely with the automobile for many years. After careful investigation and screening, we will not only ensure the sustainable development of the brand, but also protect the interests of investors.
According to public information, it is planned to reach 300 channels in 2018.
On the last day of 2017, the brand joined hands with the hottest New Year’s Eve concert, Jiangsu Satellite TV, Wu Yifan, Yifeng Li, G.E.M., Mao Buchang … and so on, and presented various awards to consumers in China, including the ten-year right to use the brand’s first product.
This behavior marks that the company is satisfied with the success of the first stage of the brand, and further expands its communication. It is the brand in 2018, the second year after its birth, and its second stage record, full of confidence and continuous improvement.
At the brand anniversary celebration, Wei Jianjun summed it up like this:
"The brand has successfully entered the market highland of 150,000-200,000 yuan originally monopolized by joint venture brands. As the first luxury brand in China, it won its first battle."
Let’s sum up what we did in its first year:
- It set up a complete internal and external team and launched two excellent products as planned;
- It launched the first advertising advertisement, and the spokesperson was the founder himself;
- It has carried out a series of test drive activities, and its products have been highly affirmed by most mainstream media;
- It has carried out a series of marketing activities with safety as the core, and obtained high praise from safety;
- After its listing, it has been highly recognized by market consumers, and reached a double break of 10,000;
- It opened 100 stores in a very short time, and a large number of them are in preparation for opening;
- It launched China’s first plug-in hybrid luxury P8;
- It won many awards;
This is a China brand, a luxury brand in China, what it did in the first year and what it achieved.
I believe that its second year will be even more exciting.
In 2018, it is planned to launch six models, including VV6 and P8. The channel will be expanded to 300. It is planned to reach 250,000 units.
A year later, let’s summarize it.
(End of full text)
Attachment: brand memorabilia
- On November 16, 2016, the brand-new luxury brand was officially released on the eve of the auto show.
- On April 19th, 2017, the first production model of China Luxury Pioneer-Brand was launched.
- On July 21, 2017, China brand made public the small overlap crash test for the first time, and got "Good" in the evaluation of dummy injury, restraint system and dummy motion, and won the best "Good" rating.
- On August 31, 2017, the brand’s first compact launch; Became the first brand in China to refer to American standard static pressure test, and passed the test with "PASS" score.
- On September 12, 2017, the brand made its debut at the 2017 Frankfurt International Auto Show with six models. During this period, Focus, the third largest weekly magazine in Germany and one of the most influential weekly magazines in Germany, selected the five most successful models.
- As the only China brand car successfully entered the list, GT3, Audi A8, Urban EV Concept and Smart Vision EQ Concept were rated as the five most successful models.
- In September 2017, the brand reached a new high and successfully entered the club with a monthly sales of 10,000 vehicles.
- In September, 2017, in the CCPC China Mass Production Vehicle Performance Competition, which is known as the "China Automobile Olympic Games", Lectra won the first prize of "50km/h uniform interior noise" and "100km/h uniform interior noise" in Group A, a medium-sized group.
- In October, 2017, both of them exceeded 8,000 vehicles, becoming the first China brand with monthly sales exceeding 16,000 vehicles in the range of 150,000-200,000 vehicles.
- On November 15, 2017, the first anniversary celebration of the brand was held in Huacheng, and the actual users of the brand have exceeded 50,000.
- On November 16, 2017, the first brand service festival was launched nationwide.
- On November 17th, 2017, at the Auto Show, China’s first plug-in hybrid luxury P8 was released, and the pure electric concept car XEV made its debut in China.
- In 2018, it will be the first year of the brand, with a target of 250,000 vehicles.
(Author: "Car owners must read" Gong Tao Chief reporter: Fan Yuanbo; Reporter: Wu Jing, Zhang Qiuyu, Zhou Ziyang)
