Author | ALEX
Edited | windmill
Although the temperature across the country has gradually dropped recently, the heat of the automobile market can be described as rising, close to the end of the year, and it has reached the traditional sales season of the year. And this time of year is also the time for major brands to "debut" the report card and review the "results" of the year.
Focusing on the field of independent brand cars, the pattern of the market has undergone new changes this year, and some dark horses have emerged, and the achievements and reputation are eye-catching. Among them, the more representative one should belong to the Wind God Yixuan family. As a rookie in the field of cars, the sales performance and growth rate of the Yixuan family throughout the year are remarkable, and it has won a large number of heavyweight awards, which can be described as No.1 to get soft.
Why does the Yixuan family stand out in the highly competitive market of self-branded cars? Let's analyze it together.
1
A number of NO.1 in hand, the Yixuan family into the car market sales harvester
The reason why the Dongfeng Fengshen Yixuan family has performed very brightly throughout the year is that it is a big dark horse in its own brand cars, and the real data is the most powerful support.
With the release of the latest sales data in November, Dongfeng Fengshen reached a new high of 15,816 vehicles, an increase of 138% year-on-year. Perhaps the market will be skeptical that the outbreak of a single month is not representative. However, since May this year, the overall sales volume of Dongfeng Fengshen has continued to exceed 10,000, and the cumulative sales volume as of November has entered the 100,000 mark, reaching 108115 vehicles, an increase of 75% year-on-year. These data and achievements have made Dongfeng Fengshen stand in the ranks of the "sales king" of the independent brand car market and achieve the transcendence of the interval benchmark Xingrui. It is worth affirming that this achievement is a bit "against the sky" for a new model, with a steady increase in sales results, the Yixuan family has also successfully locked in the first crown of China's T-power car sales.
2
Won the first place in the T power family car! Dongfeng Mach Power is indispensable
Judging from the report card, the performance of the Yixuan family in 2021 is absolutely excellent. But such a beautiful result can never be enjoyed, and the Yixuan family has made a lot of efforts to gain a vote of confidence in the increasingly picky and demanding consumers.
One of the biggest "aces" is equipped with Dongfeng Mach Power. This set of "ace" Dongfeng Mach power in the hands of Dongfeng Fengshen integrates the engine, gearbox and hybrid powertrain. The 1.5T engine with the largest capacity has won the title of "Top Ten Engines of China's Heart" and the "Energy Efficiency Star" of China Automobile Research Institute, and can provide a maximum power of 140 kW and a maximum torque of 300 Nm. At the same exhaust volume level, the performance performance is one of the best, and the fuel consumption level is very well controlled, without losing high-performance power, so that the fuel consumption cost is significantly reduced. This year, Dongfeng Mach Power added another member of the "Top Ten Engines of The Chinese Heart", and the MHD hybrid system of Dongfeng Mach Power was successfully awarded the "Top Ten of the Chinese Heart". The two systems of Dongfeng Mach Power, in the performance challenge test activity of "Quick Battle and Quick Decision" held by Xiangyang National Automobile Quality Supervision and Inspection Center on November 23-24, defeated the BMW 320Li, Volkswagen Sagittarius and Toyota Corolla Dual Engine with a measured performance of 6.81 seconds, successfully entered the "6 Second Club", and may become the best measured acceleration performance of cars of the same level in China.
In the final analysis, consumers are by no means fools, they can get NO.1 in sales, and the quality of natural products must be recognized by the majority of users. At this point, the Yixuan family does have many highlights. The precise positioning of the model, such as the positioning of yixuan MAX as a "track-level wide-body family car", which opens up a new concept in the main comfortable and moderate home car market, which resonates with users who pursue driving performance and handling pleasure in family cars, and further strengthens its label of "high-end performance popularizer".
3
CTCC achieved a collective breakthrough of domestic power, and the Yixuan family showed the "driving fun" gene
In this year's CTCC schedule in the field of professional racing, Dongfeng Fengshen Yixuan Team and Blue Whale Power and other strong teams launched a wonderful close-quarters hand-to-hand combat, carrying out multiple rounds of peak duels, and finally Dongfeng Fengshen Yixuan Team won 7 sub-station championships, 6 sub-station runners-up, 5 sub-station runners-up and 7 constructors' championships, a total of 25 trophies, and won the CTCC team and the drivers' double annual championship, and the experience of CTCC events also made the quality and strength of the Yixuan family have been tested to a higher standard.
4
Fans are deeply involved and co-create products
Recently, three new cars of the Yixuan family have been listed in a concentrated manner, including 105,900 yuan for the Yixuan MAX Super Cool Tide Dad Edition, 89,900 yuan for the Yixuan Hunting Knight Edition, and 96,900 yuan for the Yixuan GS Hunting Samurai Edition. In addition, the most anticipated thing is the "black gold armor" created by players - Dark Night Yixuan MAX. Dark Night Yixuan MAX is based on the feedback of many fans to create and build. From the emphasis on the appearance of the face control powder to pay attention to the interior of the temperament powder, as well as the emphasis on the performance of the configuration powder, have put forward their own needs, in the R & D team day and night "burst liver" efforts, the new car mass production cycle shortened to less than 6 months, from the appearance, interior and performance, one by one to respond to the expectations of fans.
In terms of appearance, Dark Night Yixuan MAX adopts a cooler black gold style design as the main tone, adding a variety of track sports elements as highlights. Track armor grille, rear track-class bilateral four-out tail throat and rear spoiler kit, more track-level broken tail fins, as well as carbon dark night rims, kryptonite brake calipers, bring a very visual impact of the sensory experience; dynamic black gold interior, embellished with exquisite gold trims, cool black suede sports seats embellished with dark night exclusive embroidery logo, the new dynamic quilting design is particularly exquisite, visual impact and dynamic sense are once again enhanced.
In terms of performance, Dark Night Yixuan MAX is based on the DSMA advanced modular architecture, adjusted by the CTCC champion team, four rounds of independent suspension bring a strong control experience, showing strong track performance, and Blue Whale Power Peak Showdown, successfully defended the 2021 CTCC annual championship, dongfeng Mach power and Mach Hybrid (MHD) with the honor of "Chinese Heart" top ten engines, strong blessing dark night Yixuan MAX, zero hundred acceleration only 6.81 seconds, it can be said that dark night · The hard power of MAX and the consumer demand of Gen Z are perfect Match.
In order to protect the energy of Generation Z fans, the yixuan family launched a new "home" for exclusive fans - "Dongfeng Shen DUN Bureau" was officially born, allowing fans to have their own activity "organization", a stronger sense of belonging, and a warmer product and brand in the minds of users. Its establishment means that the "mutual assistance and co-creation of fun life" advocated by Dongfeng Fengshen's "C-bit service plan" has a new connotation and vitality.
The new car opened on December 12, the car ingenious will be the final pricing in the way of fan blind box extraction, the price range of 127900-137900 yuan, according to the head of the dark night · Yixuan MAX model, the "scissor door" that fans are more looking forward to has also entered the testing stage, will be mass-produced and listed in the near future, which will inevitably set off waves in the home car market.
Conclusion: In recent years, with the development of China's auto market, transformation and transformation are quietly underway. In the new era of consumption, the products that tend to be homogeneous can no longer meet the needs and preferences of consumers, and products with unique positioning and core competitive advantages like the Yixuan family can finally be recognized by the market and stand out. Although NO.1 is soft, I believe that the "ambition" of the dark horse of the Yixuan family is far more than this, and what kind of achievements it will achieve, let's wait and see.