As a pioneer and leader in the domestic SUV market, the Haval brand has accurately grasped the development trend of diversified and segmented markets since its birth, and has continuously launched "explosive" products that consumers like to see, and a number of star models have achieved good response in various market segments. Following the distinctive personality of the big dog, first love, red rabbit, Haval another ace model for young people - Haval Divine Beast officially launched.
Haval Divine Beast is not only a new species, but also a collection of lemon and coffee platforms, positioning the flagship SUV of new technology, representing the top level of Haval brand automotive intelligent technology in the new era. With the advantages of high-end intelligence, cross-level configuration and intimate service, the new car has made a good start in the previous pre-sale stage, with an order volume of more than 12,000 copies, setting off a subscription boom in the market segment. Judging from the popularity of the terminal, haval divine beast has shown the potential of a new "explosive model".
The terminal is hot and highlights the potential of explosive models
The phenomenon of the "explosive model" of the Haval brand seems to have become accustomed to many people, but the hot sales of Haval Divine Beast have still attracted widespread attention in the industry and the media. On the one hand, this is just a new category of models that have just arrived; on the other hand, new products can go against the trend under the current downward trend of the car market, which is even more valuable. Through visits to some offline Haval 4S stores, we seem to have more answers.
On the eve of the listing, we visited a Haval 4S store, and the Haval Beast cash car parked neatly in front of the door immediately attracted our attention (in the subsequent exchange, we learned that these existing cars had already been booked). Walking into the store, you can see the Haval Divine Beast placed in the C position at the first glance, and the store has carefully created a special booth for the new car, highlighting the identity of its new technology flagship SUV.
In addition, the store also set up a wealth of posters, exhibition boards, etc. for the Haval Divine Beast, which is convenient for users who come to see the car to quickly understand the core highlights and preferential policies of the Haval Divine Beast. The store manager said that before the new car arrived at the store, the sales staff carried out a full range of new car publicity, and made sufficient efforts for the reception service and introduction, and strived to lay a good foundation for the hot sales of Haval Divine Beast and leave a good experience for users.
Although it is a weekday, there are still many customers who come to the store. In the communication with the store general, we learned that although the Haval Divine Beast has just arrived, the users who come to the store to see the car, no matter which model they are coming to, are interested in understanding after seeing the Haval Divine Beast, and the traffic in the store is also increasing day by day because of the arrival of the Haval Divine Beast, especially the weekend traffic is greater.
What is more noteworthy is that as a smart car for young people, Haval Divine Beast has indeed shown great attraction to young users. According to the current crowd of people who order Haval Divine Beast in the store, most of them are very young "post-90s" users, as their first car in life.
Even so, there are even "post-80s" among the subscribers, and the store general manager said that this seems unexpected, but it is actually reasonable. First of all, the car purchase concept and life concept of "post-80s" users coincide with the self-confidence and self-improvement proposition in the values of Haval Shenbeast; moreover, Haval Shenbeast has full functions and large spaces, showing extremely diverse value charm, which perfectly satisfies the care and responsibility of "post-80s" consumers for their families.
The hot sales of Haval Divine Beast, in addition to its own product strength has attracted much attention, haval brand also pays more attention to the customer's car experience. The 4S store visited this time also prepared a ceremonial new car delivery link for the owner, which is even more memorable than many luxury brands, which is even more memorable than many luxury brands, which is also in line with the user-centric service concept advocated by Haval.
The super-intelligent "mount" of young people
At present, the mainstream models on the market are becoming more fashionable and avant-garde in appearance, especially the new models launched by independent brands. However, in terms of intelligent technology and computing power level, it seems that new energy vehicles are the strongest, while traditional fuel vehicles still have shortcomings in this regard.
However, with the arrival of the Haval Divine Beast, it will completely break the situation that fuel vehicles are not smart. Haval Divine Beast not only has the performance of leapfrogging in terms of shape, performance, space, safety and other levels, but also integrates black technologies such as intelligent driving and smart cockpit of the whole vehicle to achieve a leapfrog intelligent advancement of fuel vehicles, which can be called the intelligent breakthrough of fuel vehicles.
Haval Divine Beast is equipped with a 12.3 + 14.6-inch double curved screen, and also supports gesture recognition functions, such as like, OK, victory, fist, and bibo, to achieve control of air conditioning, atmosphere lights, mute, etc., instantly pulling the scientific and technological atmosphere of the smart cockpit to the full, bringing more fun to the driver and occupants.
Not only that, in addition to having the "strongest brain", the Haval Divine Beast is even more shocking in terms of intelligent driving experience. It is equipped with up to 17 radars and 9 cameras to form a precise detection system, and on this basis, it is also equipped with the leading HWA high-speed driver assistance system.
In addition, Haval Divine Beast also supports multi-scenario intelligent parking, which can effectively solve the parking pain point of users in the "last kilometer" and become the most trusted super-intelligent partner of young people.
It can be said that as the strongest form of the combination of lemon platform and coffee intelligence, Haval Divine Beast's new technology flagship SUV integrates all kinds of martial arts in one, with industry-leading forward-looking intelligent technology, opening up a new "black technology category" of Chinese Haval brand in one fell swoop.
Marketing Innovation and Dialogue with the New Generation
Riding on the hot momentum of pre-sale, Haval Divine Beast was grandly listed in Chengdu, the country of Tianfu, on December 18, launching 1.5T and 2.0T fuel versions of 2 kinds of power 6 models, sitting on the hard-core architecture endorsement of the lemon vehicle platform and the coffee intelligent platform, bringing a price full of black technology and sincerity: the guidance price range is 130,000 yuan to 167,000 yuan, which is difficult to meet in the 150,000+ market.
The Haval Divine Beast, which gathers the world's leading technology, can be regarded as the peak of the appearance. In the view of Li Xiaorui, CEO of Haval brand, the mythical beast with the black technology category as the position will use "high-end intelligent technology equality" to bring consumers the choice of leapfrogging that makes high-order intelligence within reach.
Facing the current mainstream SUV market, as a new flagship of intelligent technology, Haval Divine Beast is not just a simple technology superposition, but a concept innovation and technological innovation for user demand scenarios, to meet the diversified choices of user travel, while improving the coverage of young user groups, it is also unique in the field of market and technological innovation.
This is evident from the design concept that completely distinguishes it from haval's full range of models. Metamorphosis and evolution are the product propositions transmitted from the inside out by the Haval Divine Beast. Overall, Haval Divine Beast has not only evolved a very flagship product force in terms of intelligent technology, but also demonstrated Haval's forward-looking insight and leading strength as a global leader in China's SUVs with its innovation.
In addition, with the new "user operation strategy" in depth, the Haval brand strives to bring the ultimate user experience in various scenarios. Through multi-level marketing innovation, Haval Divine Beast creates a rippled fission communication ecology and talks to young people in a way that they like to hear.
At the listing conference, the Haval Divine Beast appeared stunningly, appearing in a one-click summoning mode and steadily stopping at the C position on the stage, which not only perfectly demonstrated the black technology attributes of the Haval Divine Beast and the fascinating ATP valet parking function, but also distinguished from the mainstream static appearance or personnel driving appearance, which was more impressive.
At the same time, Haval Divine Beast set a precedent in the industry, creatively created an "immersive experience" listing conference with stage plays, and invited comedy stars Guo Yang, Guo Liang and Mao Mao to start from the pain points of using the car, combined with typical scenes, interpret the highlights of AVP point-to-point memory parking, intelligent cockpit, HWA high-speed driving assistance, etc., vividly presenting the flagship strength of The Haval Divine Beast's black technology category.
At the listing site, Haval also effectively connected the online and offline global areas, built a 1+N+X live broadcast matrix, and set off an online public opinion boom through the official WeChat group live broadcast, media group live broadcast, and vibrato number live broadcast, echoing with the offline conference, so that the audience can understand the new car through multiple scenarios and all aspects, making communication more flexible and more convenient and direct.
Continuously listening to the voice of the terminal and deepening innovative measures such as experience marketing can not only enable the high-level intelligent advantages of Haval Divine Beast to be fully perceived by users, but also enhance the stickiness of end users, effectively passing on a more youthful and dynamic brand image and product characteristics.
Rich rights and interests interpret "building cars for users"
With the official listing of the new car, Shenbeast also launched a sincere listing seven-fold gift, so that more users can feel the leapfrog experience brought by "high-end intelligent technology equality". After the listing, the divine beast users can enjoy the lowest down payment, up to 80,000 24 periods of 0 interest, the divine beast light payment gift, which has recently entered the society, greatly reducing the threshold for car purchase.
For the old car owners, the next order can also enjoy a replacement subsidy of up to 6,000 yuan, the additional purchase can also enjoy an additional purchase subsidy of 2,000 yuan, and the first owner can also enjoy the lifelong warranty of core components such as engines and transmissions.
In addition, the Haval brand also prepared multiple intimate benefits for car buyers, such as a thousand-yuan boutique gift package, a lifetime free basic traffic, a 3-year entertainment exclusive service free, and a lifetime free FOTA upgrade for the whole vehicle.
If the Haval brand broke the situation in which the mainstream SUV market was occupied by joint venture brands in one fell swoop, then the arrival of the Haval mythical beast will lead Haval and even its own brands to achieve a high-level intelligent breakthrough of SUVs, break the intelligent ceiling of the SUV category, and truly begin to meet the market competition with a leading posture. Just as the terminal market continues to show the potential of explosive models, Haval Divine Beast will rely on technology and aesthetics to break the game, attract more young users to join the Haval user camp, and bring them a wonderful smart car life with the true color of intelligent flagship. (End)
(This article was published simultaneously to China Automotive Trend Network)