Dongfeng Fengshen sold 121,570 vehicles in the whole year, an increase of 73% year-on-year, successfully exceeding the annual sales target of 120,000 vehicles. In the case of encountering multiple difficulties such as lack of cores, epidemic situations, and power curtailment, Dongfeng Fengshen can still successfully complete the annual sales target, and it can also be seen that the product strength of Fengshen's models has been recognized by consumers.
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 Double Engine", using DSMA's new modular architecture technology, coupled with Fengshen's consistently excellent chassis technology, the precipitation of safety technology, and the comprehensive addition of artificial intelligence systems, 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 has been certified by China Automobile Research Institute as the "Energy Efficiency Star" certification and won the honor of "China Heart" Top Ten Engines with a series of performances such as 150KW maximum power, 320N .m peak torque, and 41.07% thermal efficiency certified by the National Automobile Quality Supervision and Testing Center.
From camping in the extremely cold region of Inner Mongolia to Yakeshi, successfully challenging the "ice-breaking" action of minus 41 degrees Celsius cold, from the 2021 CTCC China Auto Venue Professional League to support the Yixuan team, and changan automobile blue whale power known as the "champion power" to take the lead on the same stage, winning the annual championship, to November with the Mach power hybrid version (MHD) the second degree of the "China Heart" top ten engine honor, it can be said that it has won many recognitions
Not limited to this, Mach Power's Yixuan MAX in Xiangyang National Automobile Quality Supervision and Inspection Center refreshed the zero hundred acceleration performance with a professional measurement score of 6.81 seconds in the hybrid version and 7.23 seconds in the fuel version. The host of the China Automotive Festival once commented on Mach Power Technology: "I hope to see more Chinese cars, loaded 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.
Developed for mid-to-high-end models, Dongfeng's new DSMA advanced modular architecture technology, which took five years to build, has also been applied to Fengshen for the first time. With the three advantages of multi-dimensional efficiency, fuel engine driving enjoyment, and advanced intelligence, the hierarchical architecture design adopted has the advantages of high comfort, high safety and high reliability, and it is installed on the Yixuan MAX model for the first time. As a new architecture module of Dongfeng Motor Group, DSMA will give birth to more products on this basis, including the medium and large SUV that Fengshen is brewing and will launch in 2022 - Haoji.
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. Solid chassis technology, complemented by precise adjustment at the track level, makes technology and application a reality. In terms of safety technology, the reason why Yixuan made a demonstration in Tianjin at the end of March in the form of a live car dismantling broadcast was only because it took the lead in obtaining the only five-star safety model in the 80,000 yuan class since the release of 2018C-NCAP, and its whipping test ranked first. At the same time, Yixuan MAX has also been authoritatively certified by the China Automotive Safety Conference and won the "Top Ten Body" professional award - which 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.
Dongfeng Fengshen in the quasi-L3 level of automatic driving, WindLink 6.0 artificial intelligence car technology applications, even with the new car-making forces to synchronize. 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.
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".
With the listing of Yixuan MAX in September, Fengshen Yixuan entered the "10,000 Vehicles Club" of monthly sales that month.
Dongfeng Fengshen's 2021 product launch, almost focusing on the "Yixuan" product line, Yixuan's price threshold is slightly lower, mainly "the first sports coupe for young people"; Yixuan GS is widely favored by young fashion 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 29.99 years 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 version of the network at the beginning of the year, to the anniversary of the recovery of Wuhan's "anti-epidemic" Yixuan 2021 tide cool listing, 80,000 level first five-star safety car, 80,000 level track level control performance, 80,000 level L2 + intelligent driving and a series of labels were labeled Yi Xuan.
Entering the second half, led by Yixuan MAX, the Yixuan family, 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 re-appearance of the Yixuan MAX Super Cool Tide Dad Edition, the Yixuan Hunting Knight Edition, and 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 the old.
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".
As a new energy model in response to the B-end operating market, the Fengshen E70 has successfully entered more than 40 cities with sales of more than 30,000 units in 2021. In June alone, the E70 won 2500 online car orders in Chengdu, and in November, it launched a replacement version of the E70 in Wuhan and signed 800 orders on the spot. 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 operational products, and its E70 models have been praised by customers in the national industry with more than 70,000 units, and the T3 travel platform alone occupies more than 30% of its share, and is facing a market situation of "one car is difficult to find".
Therefore, while stabilizing the AX7 SUV model market, Dongfeng Fengshen has seized the two explosive models of Yixuan and E70 with a total sales volume of more than 90,000.
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.
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.
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! ”
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".
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.