The consumption concept of contemporary young people seems to have no logic and no rules, but the same will not be the same. This generation of young consumers has more personality than the previous generation, which also leads to more and more distinctive products in the consumer market. Young consumers do not shy away from expressing their views, nor will they demand on life, especially in the face of large consumption such as cars, they want both appearance and driving control, both configuration and cost performance.
Small SUVs are often the first cars for young people, and if you want to get the attention of young people, you need to develop in all directions. Catalyzed by the transformation of consumption, the small SUV market has also shown a scene of a hundred flowers in recent years, and SAIC Volkswagen Tujiao, GUANGC Honda Binzhi, etc. have a lot of heat. At the same time as the overall development of the market is good, the performance of Jinke, positioned as "the first SUV for young people", is still eye-catching.
As the only small SUV under Dongfeng Nissan, Jinke is very good at "communicating" with young consumers, and behind this "communication" is Dongfeng Nissan calming down, really hearing the voice of young users, feeling their needs, and doing its best to convert the needs into reality.
In the era of looking at the "face", the rejection of the same
In 2017, a small SUV based on the Nissan V platform, Jinke, entered the domestic market. During this period, with the product strength of the leapfrog and the high cost performance, Jinke attracted a large number of young consumers, and the monthly sales volume has rushed into the 10,000-car club many times.
(The picture above is the 2021 Jinke)
The 4 years between 2017 and 2021 are not ordinary 4 years, these 4 years are enough for a young person to grow into the pillar of a family; it is also enough for a student to go to society to seek his first car; at the same time, these 4 years are also 4 years of rapid development of China's auto market. During this period, mainstream car brands almost have their own small SUVs in the Chinese market, and in the face of the gap between the same level of products in the market and the changes in consumer groups, the upgrading of Jinke is imperative.
Dongfeng Nissan said that the current world is the world of young people, a car that took 4 years to renew will indeed be difficult to keep up with the pace of young people, and it is also because of this that Jinke has a complete, uncompromising mid-term change.
Under dongfeng Nissan's interpretation, young people pursue freshness, love change, refuse mediocrity and greasiness, and every restlessness in their growth makes them not nod to the cookie-cutter family cars on the street. Appearance is the first hello of the product to the user, Jinke is well aware of the current young people's pursuit of personality, the yearning for fashion, so Jinke has made many adjustments in the appearance.
For example, the large size of the V-shaped intake grille, the inside of the grille is decorated with a dot matrix structure, which fills the fashion sense of the whole vehicle in the details, and the chrome decorative strips on both sides are also blackened, which is more inclined to the latest design style of the family. Jinke's A, B and C pillars have been blackened, visually having the visual sense of the suspended roof, while matching the lines of the slip back and the new wheel hub, black wheel eyebrows, side encirclement, the sense of movement and personalization of the whole vehicle. The length, width and height of Jinke are 4312mm, 1760mm and 1613mm, and the wheelbase is 2620mm, which is similar to popular models such as X-RV and Binzhi, which can meet the car scenes of young consumers traveling with many people.
Should the interior of an entry-level small SUV be perfunctory? Of course not. In this era of consumption upgrading, the younger generation of consumers are also pursuing a better experience, but they disdain superficial exaggeration, but pursue real texture and use. The non-conforming Jinke adopted the "glider" integrated center console on the interior, and used leather wrapping in key parts, and the various materials were cleverly matched, which not only visually raised the texture of the whole vehicle, but also quite soft in the touch. Equally soft is the "Nissan sofa" that consumers are familiar with, and the seat of The Jinke still did not disappoint us.
Jinke's interior has been awarded the "Ward Top Ten Interiors", small SUVs can also have high-quality interiors, and young people's first car can also have high-quality products, which is Jinke's preference for young consumers.
"Post-90s" is difficult to read, just like the "post-80s" generation was called the Beat generation, people in each era will be labeled differently, but it is undeniable that no matter in which era, they represent the future and trends. When their material life is satisfied, there are spiritual requirements - you have to have a good skin bag, but also to have an interesting soul.
Let the fun souls pick one out
A high quality of life starts with a high-quality car.
As a generation that grew up with the Internet, the "post-90s" already have an "immune system" for complex and diverse intelligent configurations, and only configurations that can really increase driving happiness can impress them.
In order to further deepen the intelligent attributes of products, Jinke is equipped with the Nissan Connect Super Intelligent Connection 2.0 system, which integrates many functions such as remote control, voice control, car-home interconnection, and 24-hour free entertainment. At the same time, Jinke also built-in Cool Me Music, iQiyi and Nissan Zhixing Radio, when you drive Jinke, you only need to talk to summon the latest and most fashionable music, that scene must be very cool.
If fun is the character of young consumers, then safety is the basic premise of the emergence of cars. In the face of the lack of experience of young drivers, Jinke is equipped with a series of safety assistance functions such as MOD moving object/pedestrian warning, BSW lane change blind zone warning, LDW lane departure warning, CTA reversing side warning, IEB pre-collision intelligent brake, etc., which covers almost most travel driving scenarios.
For example, we often have to face blind spots during the driving process, it is easy to judge mistakes under high tension, when the vehicle is driving in the 10-80km/h speed range, the system can monitor the pedestrians and vehicles in front of the car, and when there is an emergency problem, it will remind the driver through the dashboard and warning sound, so that safety changes from "passive" to "active", so that fun and safety go hand in hand.
In the face of a good-looking, fun car, we often think: What is the consumption upgrade? Perhaps for young consumers, the real consumption upgrade is not to use more money to buy better things, but to use less money to buy higher value things, of course, the high value of the product is not only reflected in the product pricing, but also in the economy of daily use.
Although the maximum output of Jinke is 90kW and the maximum torque is 143N·m, the fuel consumption of 100 kilometers is only 5.6L, which is a car that is really "easy to feed".
Behind the high energy and low consumption, or dongfeng Nissan's technical support, Jinke equipped with the third generation of HR15 all-aluminum engine, the application of GT-R class mirror melt cylinder bore technology, TCV intelligent multi-stage spoiler control technology, e-VTC intelligent electric continuous variable valve timing control technology, cooling EGR exhaust gas recirculation technology and a series of technologies, so that the younger generation of consumers feel the "power of science and technology" early, which is the result of Dongfeng Nissan's years of technology accumulation, but also After communicating with users, The best solution for user consumption pain points.
Write at the end:
As a 100,000-level joint venture small SUV, the 2022 Jinke meets the requirements of young consumers to look good, fun and open, and has cross-level performance in audio, car networking and active safety, and the "pinch" of young people can be said to be very in place. When products and users become friends, Jinke has successfully gained the upper hand in the small SUV market.