New national tide, "core" forces. On November 19, 2021, the 19th Guangzhou International Automobile Exhibition was held at the Guangzhou Pazhou Canton Fair Complex. At the scene, Lv Tengyun, general manager of Dongfeng Citroen Marketing, accepted a high-end interview with Chinatown.
The full text is as follows:
Question: We have invited Mr. Lv Tengyun, General Manager of Dongfeng Citroen Marketing, Hello, Guangzhou Auto Show is the last big auto show this year, which means that the year is nearing its end. This year is the first year of Dongfeng Citroen's "Yuan +" plan, whether it is product or marketing, Dongfeng Citroen has made great efforts, what do you think is the biggest transformation of Dongfeng Citroen?
Lv Tengyun: 2021 is a great year for Dongfeng Citroen, and this year Dongfeng Citroen products have been fully renewed to help the brand accelerate upwards. At the same time, a new marketing direction has been clarified, so this year is also an important year for Dongfeng Citroen.
This year, Dongfeng Citroen began its metamorphosis by creating a comfortable space, starting from the end of 2020 and coming to 5 different cities in 2021. The cozy space shows that Dongfeng Citroen is a very comfortable and happy French brand. Behind the comfortable space is also the transformation of returning to the parent brand. In July this year, Dongfeng Citroen launched the new C3-XR of the "Young High Starting SUV", followed by the launch of Dongfeng Citroen's new flagship Versailles C5 X in September. From the beginning of the versailles C5 X's global debut in April, to blind bookings and bookings, to the listing, the Versailles C5 X was a success.
The results of all these efforts can be reflected in sales, and Dongfeng Citroen's sales have seen a significant increase since the beginning of this year. So far, sales have exceeded the sales volume of the whole year last year, and with the launch of the Versailles C5 X, more orders will be received in the next 2 months. By the end of 2021, it is expected to exceed expectations.
Question: Please tell us about the reasons why the Versailles C5 X is frequently out of the loop and what impact has this car brought to the Dongfeng Citroen brand?
Lu Tengyun: The design of the Versailles C5 X is very Versailles, TA perfectly blends the elegance and dynamics of the sedan, the robustness and passability of the SUV and the practicality of the station wagon, truly "because you are different", everyone can see its favorite place in this car.
In addition, the Versailles C5 X has a very comfortable driving experience. Comfort is engraved in the DNA of all Citroën brand models.
The last point is that the technology is very Versailles, Versailles C5 X has a suspended 12-inch color HD touch display, the leading 3D color eHUD head-up display, C-Connect 3.0 intelligent network system and other very advanced technologies.
In addition to the product, there is also a very important element that is presented as a lifestyle. For example, we named this car Versailles, which is also a very hot meme on Chinese social networks. This name is a very bold choice, and around this name to create a series of life ecology, to show that consumers not only buy a car, buy a way of life.
Question: Now many brands are doing young marketing, I want to know how Dongfeng Citroen understands the problem of rejuvenation, and what specific measures are taken to practice rejuvenation? Like the recently exploded meta-universe concept, have you ever thought of integrating into your own marketing campaigns to attract more young audiences?
Lv Tengyun: In recent years, some car brands in China have been constantly emphasizing rejuvenation to attract young people. What our brand does is always emphasize providing consumers with a sense of well-being and providing them with a sense of comfort. Such comfort is not only physical comfort, but also emphasizes spiritual comfort, so in the process of customer communication, such as car purchase or after-sales link, Dongfeng Citroen wants to create a very happy consumption journey.
In addition, we learned that young people in China, they work very hard, sometimes 996, even 007, their lives are very stressful. When Dongfeng Citroen provides them with products, the core of what comes to mind is to make their travel easier and more comfortable.
Question: In general, is it still rooted in the hearts of a new generation of consumers?
Lu Tengyun: Yes.
Question: Now many car companies are also mentioning user co-creation, what are the characteristics and characteristics of Dongfeng Citroen's user co-creation?
Lv Tengyun: First of all, Dongfeng Citroen's brand proposition is "because you are different". "Because you are different" requires brands to constantly listen to the needs of consumers, whether it is product design or service, to constantly listen to the needs of customers. Therefore, the concept of co-creation in the future will also be rooted in the brand DNA, in the design of models and communication with customers, we pay attention to listening to the needs of customers, and then improve products and services according to customer needs.
Taking Versailles C5 X as an example, when doing customer research in the early stage, many customer reviews on the product were collected and many adjustments were made according to the evaluation. After the launch of the Versailles C5 X, consumers want more different colors, in today's auto show, we showed the "blue" and "yellow" co-created with the majority of customers, by showing the possibilities of different colors, telling consumers that this car is infinitely possible. We want to be able to co-create connections with consumers, listen to their needs, and then provide them with products.
Question: Last question, what is Dongfeng Citroen's next plan? For example, product planning and marketing arrangements.
Lv Tengyun: 2022 Dongfeng Citroen will also be a very wonderful year, there will be a lot of product events concentrated in Tianyi and Versailles C5 X, In January 2022 will launch a new Tianyi product, but now can not reveal too much, so I hope consumers can be patient, thank you.