Dongfeng Fengshen sold 121,570 vehicles in the whole year, an increase of 73% year-on-year, and successfully crossed the annual sales target of 120,000 vehicles against the trend. In the case of encountering multiple dilemmas such as lack of core, epidemic, and power rationing, the Dongfeng Wind God is like a farming cow that does not believe in the limit and survives upwards to run wildly through 2021. For Fengshen, this year is the victory year of the beginning of the "14th Five-Year Plan", the year of excitement of proud and enterprising, the year of the comprehensive transformation and upgrading of products, technology and services, or the "warm-up year" of attacking the higher goal of 2022.
If you want to explore the code of winning the battle and refreshing the gods, Dongfeng Fengshen closely focused on the four words of "hugging customers", ran at least three tracks correctly, and won on a "fight" word.
Quickly "horse" to take the lead, drill the right technical track
Technology is the first productive force of car companies. Led by the new power technology "Dongfeng Mach Dual Engine", with DSMA's new modular architecture technology taking the lead, coupled with the precipitation of champion chassis technology, five-star safety technology, and the comprehensive addition of leading artificial intelligence system, Dongfeng Fengshen in 2021 will enter the "era of technology Fengshen", and also put forward the brand proposition of "high-end performance popularizer".
Mach Power Technology, as its name suggests, with a series of excellent performances such as 150KW maximum power, 320N .m peak torque, 41.07% thermal efficiency, etc., which are authoritatively certified by the National Automobile Quality Supervision and Testing Center, have been certified by China Automobile Research Institute as "Energy Efficiency Star" at the beginning, and won the honor of "China Heart" Top Ten Engines, ranking among the world's first-class levels.
Dongfeng Mach power system indication
It is invincible in power performance, attracting countless eyes and continuing to catch people's attention. From camping in Yakeshi, an extremely cold region of Inner Mongolia, successfully challenging the "ice-breaking" action of -41 degrees Celsius cold and cold, to landing on the China Automotive Storm Ceremony, the power of the momentum; from the 2021 CTCC China Auto Venue Professional League to support the Yixuan team, and the so-called "champion power" Changan Automobile Blue Whale Power alternately led the stage, won the annual championship, interpreted the collective breakthrough of China's power technology, to November with the Mach Power Hybrid Edition (MHD) twice the "China Heart" top ten engine honors, Mach Power has come to his or her name.
[Yixuan MAX equipped with Mach power successfully cold started and "broke the ice" at a low temperature of -41 °C】
【Mach Power won the annual special award of the jury of the China Automotive Award】
【Mach-powered MHD hybrid system re-entered the "Heart of China" top ten engines after the fuel version】
Not limited to this, Mach Power's Yixuan MAX in Xiangyang National Automobile Quality Supervision and Inspection Center, with the hybrid version of 6.81 seconds, fuel version of 7.23 seconds of professional measurement results to refresh the zero hundred acceleration results, it is very likely to maintain the fastest displacement of the same level of "Chinese car acceleration" for a long time. Equipped with this power technology, the Yixuan MAX shouted "My home car can also be tracked", and the new Mach version of the AX7 calmly declared "road rocket". Recall that the host of the China Automotive Festival once praised Mach Power Technology: "I hope to see more Chinese cars, load up with a stronger Chinese heart, and drive faster and more stable Chinese speed!" It is reported that this power technology is the first to be used in the Fengshen, and it will indeed be expanded to more Dongfeng vehicles and Chinese cars in the future.
【Professional testers measured Mach power hybrid version to help Yixuan MAX zero hundred accelerate 6.81 seconds】
【Dongfeng New DSMA Advanced Modular Architecture】
Dongfeng's new DSMA advanced modular architecture technology, which has been developed for mid-to-high-end models and integrated with global superior resources for 5 years, has also been applied to Fengshen for the first time. With the three advantages of multi-dimensional efficiency, combustion engine driving enjoyment, and advanced intelligence, the hierarchical architecture design adopted has the comfort, safety and reliability of the mainstream architecture, and for the first time, it is equipped with Yixuan MAX, which completely releases the "driving fun" gene of Fengshen. DSMA, as the main structure of Dongfeng Motor Group during the "14th Five-Year Plan" period, will give birth to more products, including the Haoji, a blockbuster strategic medium-sized SUV that Fengshen is brewing and will be officially announced to be launched in 2022.
【Hao Aurora Shadow Map】
In terms of chassis technology, the main model Yixuan family has undergone "champion tuning" and integrated the professional technical tuning of the senior engineer team of TWO-time CTCC champion driver Huang Fujin. The stable chassis technology, supplemented by the precise adjustment of the track champion's actual combat faction, the combination of technology and application, can be described as the icing on the cake. In terms of safety technology, the reason why Yi Xuan had a high-profile "showmanship" in Tianjin at the end of March in the form of car dismantling live broadcast was only because it took the lead in winning the only five-star safety model in the 80,000 yuan class since the release of the 2018C-NCAP, and its whipping test ranked first. Technology needs to be precipitated, safety is in the same vein, Yixuan MAX has also been authoritatively certified by the China Automotive Safety Conference and won the "Top Ten Body" professional award - this is not only a proof of safety technology precipitation, but also represents the industry's professional affirmation of the comprehensive strength of DSMA's advanced modular architecture technology.
【Fengshen Yixuan won the 2021 C-NCAP five-star safety certification】
【Awarded at Tianjin China Automotive Safety Conference & China Body Conference on October 27th】
Dongfeng Fengshen, which focuses on "modeling, power and intelligence" to consolidate the "driving fun" gene, is even in line with the new car-making forces in the application of quasi-L3 level automatic driving and WindLink6.0 artificial intelligence vehicle technology. At this year's two World Intelligent Driving Challenges, the Yixuan MAX sent out won multiple gold and silver medals in multiple challenge projects.
The god of technical wind, it is well deserved.
【2021 China Intelligent Connected Car Competition Yixuan MAX won all awards】
Create a "blockbuster" and run the right product track
In terms of product creation in 2021, Dongfeng Fengshen on the one hand focuses on making the "Yixuan family" into a blockbuster, and Fengshen Yixuan has made "China's T-power family car first"; on the other hand, it aims at the B-end market and is committed to making the E70 "China's first car for operating vehicles".
Dongfeng Fengshen any advanced technology that can be relied on, without exception, has taken the lead in focusing on the application of Fengshen Yixuan, especially with the listing of Yixuan MAX in September, Fengshen Yixuan entered the monthly sales "10,000 Car Club" that month, achieving the reputation of "China's T Power Car First".
【Data from the Monthly Sales Report of the Association of Passenger Vehicles in September】
Dongfeng Fengshen's product launch in 2021 is almost focused on "Yi Xuan" in "kicking the ring leg", the product context is clear, the customer group positioning is accurate, and the personalized labels of family members are becoming clearer. Yixuan's slightly lower price threshold focuses on "young people's first sports coupe"; Yixuan GS is widely favored by young fashionable women, focusing on "exquisite SUVs that understand girls"; Yixuan MAX, which is positioned in the "track-level wide-body car", aims at the hot dad family, wants to keep the 29.99-year-old for them, declaring that "my family car can also be tracked"!
In the first half of this year, from the launch of Yixuan GS Black Samurai Edition network at the beginning of the year, to the anniversary of the recovery of Wuhan's "anti-epidemic" Yixuan 2021 Tide Cool was listed, and a series of labels such as the first five-star safety car of the 80,000 level, the 80,000-level track control king, and the 80,000-level L2+ intelligent driving popularizer were labeled Yixuan. Customers generally commented that "the car of the Wind God is getting more and more fashionable, and it is getting cooler!"
【Since June 21st, Yixuan MAX has entered Lijiang to embark on an intense extreme challenge journey】
Entering the second half, the Yixuan family led by Yixuan MAX further kicked out the momentum. From the end of the 100,000-kilometer long test co-creation, to the global appearance of the Shanghai Auto Show; from the professional evaluation of Xiangyang to the professional test of the Yunnan Plateau; from the factory off-line to the online listing; from the Yixuan MAX Super Cool Tide Dad Edition, the Yixuan Hunting Knight Edition, the Yixuan GS Hunting Samurai Edition in November, to the arrival of China's first mass-produced mecha chariot Dark Night Yixuan MAX in December, the Yixuan family has been moving continuously while pushing out new ideas.
【October 14 Dongfeng Fengshen Yixuan family new listing】
From the trend of hot dads and hot moms, down to the young talents and fashion girls who love fashion, with the terminal market with orders of more than 10,000 consecutive, the explosive family has gradually formed. Especially as a blockbuster in the explosion, Yixuan MAX is pinned on more expectations - You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Motor Group Co., Ltd., believes that Yixuan MAX has led Fengshen into a new era of "technical fengshen" on the milestone of the Fengshen brand, and is the opening work of Dongfeng Fengshen as a "high-end performance popularizer".
【New E70】
As a new energy explosive model in response to the B-end operation market, the Fengshen E70 has successfully entered more than 40 cities with sales of more than 30,000 units in 2021, achieving Fengshen's leading position in the new energy travel market. In June alone, E70 won 2500 online car orders in Chengdu, and in November, it launched the replacement version of the E70 in Wuhan and signed 800 orders on the spot, officially opening a new era of new energy vehicle power exchange mode in Wuhan. In order to meet the special needs of the B-end operation market such as taxis and online car-hailing, Dongfeng Fengshen has long developed and laid out operating products, and its E70 model has won praise from customers in the national industry with more than 70,000 units, which is not only cost-effective, but also excellent quality, only the T3 travel platform occupies more than 30% of its share, and is facing the market situation of "one car is difficult to find".
Therefore, while stabilizing the AX7 SUV model market, Dongfeng Fengshen seized the two explosive models with a total sales of more than 90,000 yuan, Yixuan and E70, and indeed ran the right product track.
C was given up and the right track was placed
Products and technologies are "hard work", and service is "soft power".
In May, Dongfeng Fengshen released the "C-bit Service Plan" to improve customer experience around people, cars and life, and put forward the service proposition of "sincere and sincere commitment, mutual help and fun life". This is also the service brand of Dongfeng Fengshen since the release of the "satisfied home" service brand in 2009, striving for excellence and upgrading the original service brand 2.0 again.
There have been difficult car owners in the face of life changes, from the phone to apply for fengshen assistance when the hesitation and trepidation, to the real receiving of three or five thousand yuan of aid when the surprise and relief; there have also been fengshen car owners, from the other brand of vehicles in the home when the dazed, to the wind god car owner as a smooth "rubbing" to a C-bit service free rescue; there are two things, but it is very likely to be recorded in the history of the fengshen pet powder hospitality: one is the dark night. The advent of Yixuan MAX - this is a co-creation mecha based entirely on meeting the requirements of fans; one is the off-line ceremony of Yixuan MAX on July 9, the industry for the first time by customer representatives to "hustle and conquer" style to start the release button, the ceremony site changed the normal let customers or sit or stand in the real C position, a group of central enterprise leaders have become "side standing" or "sitting on the side" of the "escort" - this is only a formal sense of ceremony, but solemnly shows the determination of the wind god to embrace customers from the heart and from the action.
【On July 9th, the leaders of Dongfeng let customers stand in the C position at the ceremony of Yixuan MAX off the production line】
If the slogan of making customers stand in the C position is "table" and "know", then the practice of each C bit service is "inside" and "line". Embracing the wind god of customers, we have achieved consistency in appearance and unity of knowledge and action in C-bit service.
Up and down want to "do not believe in the limit" to win in the "fight" strength
"Sun Tzu's Conspiracy attack" has clouds: "Those who desire the same thing up and down win"; and the East Wind God shares happiness and suffering from top to bottom, and does not believe in the limit.
In recent years, in the face of the ups and downs of the market and the unsatisfactory performance, Dongfeng Fengshen has reflected internally, and even had discouragement and complaints. But everyone who has not left and does not give up is actually just waiting to start again and exert force again. On February 26 this year, Dongfeng Fengshen held a "decisive battle of 120,000 vehicles" cadre conference, which reported the situation, clarified the direction, unified thinking, and called on all employees to "fight a decisive battle of 120,000 with the courage of giving up their own people". From the cadres and employees of the main engine factory to the whole value chain of suppliers and distributors, they are permeated with a "fighting spirit" from top to bottom, from the beginning of the year to the end of the year.
【Dongfeng Fengshen production workers are nervous to ensure production and supply throughout the year】
Fight with the "lack of core", fight for research and development to ensure production. In the face of this year's "lack of core tide", Xu Bin, deputy general manager in charge of production, led the team to "run the core" non-stop, willing to bow his head and plead for the "salesman"; and the production field innovatively increased the "fine rectification and reverse transportation", gave play to the advantages of the state-owned enterprise trade union organization, led by the party members and cadres, and dispatched volunteers to organize the commando team, skip the chip parts installation link on the production line, move the next process, wait until the supply is satisfied, and then re-transport it to the original production line... Faced with a large number of vehicles and limited vacated space, the task was unprecedentedly arduous, and all the volunteers braved the heat and day and night. At the same time, it is more important that the R&D technical team actively exerts its expertise in the lack of cores - it took only 45 days to quickly complete the development of chip substitution and ensure supply.
Fight the epidemic to fight supply. In order to achieve the goal, since August 2, the Fengshen Factory has opened a double-shift production mode. On the same day, the epidemic situation in Wuhan suddenly escalated, and the living areas of some important parts suppliers and some Fengshen employees were once again closed for isolation management. In order to ensure production and supply, all the members of the Wind God are waiting in strict formation, and the "copper wall and iron wall" of stable production and supply are firmly built. Many employees have no hesitation and go to suppliers to support production, eat and live with suppliers, and ensure the supply of parts. The person in charge of the supplier was moved to say: "The more difficult it is, the more you can see the hard work of the wind god." To be able to work with such a brand with one heart and one mind, no matter what difficulties are encountered, we give priority to ensuring the supply of the wind god, and will not increase the price! ”
【Dongfeng Fengshen condolences to support employees who are fighting in the front line of supplier production during the epidemic period】
The Fengshen dealer team is more competitive, and even wins the resonance of car owners and customers.
In Wuhan, Hubei Province, whether it is the Central China International Automobile Expo in May or the Wuhan International Automobile Expo in October, as the "host", 10 Fengshen dealers and employee volunteers of the main engine factory twisted into a rope, becoming the earliest service team in the venue to arrive and finally leave, and won the first result of the Chinese brand in the venue twice with a full-fire attitude, and the strength refreshed the auto show slogan of "All Hubei, Love Fengshen".
【Dongfeng Fengshen Sales Consultant Auto Show On-site Patient Answers to Customer Inquiries about Products】
In the dealer exchange group, after 23:00 at night, there are often people who share the joy of just signing an order from the customer's home, and the group members like each other and encourage each other. A salesperson from Jiaxing store has a deep experience: "Many customers around them are indomitable strivers, workers, and rice cooks, they maintain a psychological distance from many brands, but when they see the sincerity of our tireless visits at night, they seem to see their own life, they are willing to listen to me, communicate with me, they are willing to let down their guard to understand the products and services of the wind god, until they make friends, trade and even make friends." A dealer general manager analyzed Fengshen customers and said, "They often come out early and return late, and our salesmen must serve them well and must resonate with them at the same frequency in time." "Their current situation may be more bone-chilling for the time being, but they have potential, ideas, and seemingly lying flat but full of vision for work and life." They also do not believe in reality and do not believe in the limits, they need a partner car, both the fruits of hard work, but also the joy of sharing enterprising, both to treat their families and secretly love themselves. ”
After surpassing 120,000 vehicles, the wind god refreshed himself in faith. When the unattainable goal is finally achieved, some people pay attention to the "people" factor behind it, and some people pay more attention to the role of "things" such as technology, products and services. But in the final analysis, behind the goal is a practice and cultivation of "people" and "things". When more and more young customers feel the temperature of being "embraced" by the wind god, experience the value for money products and technologies, and feel the feeling of being valued, especially when they begin to empathize with the fighting spirit of "not believing in the limit" advocated and displayed by a corporate brand, and gradually cherish and appreciate each other, they are very likely to vote for the wind god with real money and silver actions or word of mouth.
Zhu Yanfeng, chairman of the board of directors and secretary of the party committee of Dongfeng Company, had high hopes for Fengshen in the first half of the year: "I believe that through everyone's efforts, Dongfeng's independent cause will develop better and better, and it will certainly shoulder the heavy responsibility of 'getting the national automobile brand up'." ”
Firmly believe and wish that the 120,000 vehicles that have been crossed are just a string of small numbers that have been crossed in the history of the Wind God.