After a busy year, what could be happier than achieving the Flag you set before? In 2021, with the support and trust of our customers, Dongfeng Citroen exceeded its annual sales target, and its sales volume increased by 137% year-on-year. In particular, the Versailles C5 X, which was launched in late September, successfully sold nearly 13,000 vehicles, becoming the annual sales king of the French system in one quarter, and also becoming the most successful model launched by DPCA in the past seven years. The "spillover effect" of the Versailles C5 X and the sustained and rapid growth of Dongfeng Citroen's monthly sales have contributed a strong "Citroën power" to the 100,000-year challenge target of Dongfeng Citroën ahead of schedule.
From the model point of view, not only the car Citroen's new flagship model Versailles C5 X debuted out of the circle, blind booking is hot, pre-sale is hot, pre-order is more than 10,000 units, but also often customers in the early morning to "Dongfeng Citroen because you are different" official mini program self-service orders. At present, the Versailles C5 X is in full swing, and the monthly delivery volume has exceeded 5,000 vehicles.
The 2021 Tianyi and the new C3-XR, which have been upgraded and upgraded but "increased in price", fully point to the happiness and life of young people, and the 2021 Tianyi also further strengthens product competitiveness and consolidates the brand sales foundation with the "3-year value preservation worry-free" policy that far exceeds the industry. The new C3-XR SUV with a young and high starting point will increase sales by 300% year-on-year in 2021 with a new and more stylish shape and a landing price of less than 100,000 yuan. The C6 premium sedan launched a comfort version to make it easier for customers to choose, and the annual sales increased by 600% year-on-year, greatly boosting dealer confidence.
Adhere to the "customer-centric" transformation to win 2021 with sincere service
2021 is the first year for Dongfeng Citroen to implement the "Yuan +" and an important year to accelerate the brand's upward mobility. This year, Dongfeng Citroen not only presents a leading and comfortable car life with new technologies and products, but also closely focuses on "customer-centric" at the service level and continuously upgrades the "Five Hearts Guardian Action". For example, to provide "many-to-one" services for car owners and fans, and set up a number of after-sales problem solving channels: increase the general manager complaint hotline, open the customer service department director telephone of the whole network, respond to customer complaints within 2 hours, and the rapid service feedback channel further improves customer satisfaction.
At the same time, with the pre-sale of Versailles C5 X this year, Dongfeng Citroen also opened a new retail, for the area covered by 4S stores, Dongfeng Citroen brand direct sales center synchronously provide door-to-door delivery services, so that where the customer is, the service is where, to provide customers with convenient home quality services. At present, it has successfully provided door-to-door delivery services for customers in more than ten regions such as Jiamusi, Ordos, Xingtai and Nanyang.
This is a new exploration of Dongfeng Citroen's sales model, through standardized service processes, Dongfeng Citroen and dealers jointly create a new business model, intended to provide customers with better quality, dedicated car purchase services, at the same time, this also helps Dongfeng Citroen to open up new markets, renew the brand image. According to statistics: in this year's Versailles C5 X customer portrait, 80% are illegal car users, converted by other brands; 80% of users are between the ages of 25 and 35, 20% of the orders are obtained through the new retail model, and in the past Dongfeng Citroen's traditional weak areas of Jiangsu, Zhejiang, Shanghai and Guangdong, the proportion of orders is also very high. Dongfeng Citroen has captured the trend of young consumption, but also grasped the circle of the future.
Strengthen emotional connections with customers and create a shared and comfortable lifestyle
Dongfeng Citroen understands that customers are the most valuable assets of brand development, and only by grasping customer needs and establishing a strong emotional connection or ecological connection with customers can we make the century-old brand more long-term. To this end, Dongfeng Citroen insists on fully returning to the parent brand, through the development of comfortable space activities, as well as the sponsorship of French activities month, Sino-French cultural spring and summer solstice music festivals, so that customers can deeply feel the original French products, experiences, culture and even lifestyle.
At the same time, Dongfeng Citroen also launched the "Leading Tide Partner Program" for the Versailles C5 X at the Shanghai Auto Show, listening to the voices of customers in terms of product experience and brand building, and in-depth communication with consumers through being in the context of the trend, and creating extraordinary products and lifestyles that are "different because of you". For example, holding a Versailles C5 X listing conference in the home of the bus owner, opening the delivery ceremony of 100 cities and 100 people, and playing Pujiang Christmas Eve with the fans of the Versus racing master on the cruise ship, etc., to give back to customers' trust and unlock a variety of comfortable lifestyles.
In addition, Dongfeng Citroen will also "harmonize with people and promote sustainable and environmentally friendly travel" as its future development strategy. With its "professional-grade comfortable SUV" Tianyi, from "Yiqi to see China" self-driving to cycling events, from self-driving tours to "4+2" outings, with more diverse and more exciting forms, accompany customers to create a comfortable and healthy lifestyle.
Facing the future, we will continue to deepen the new trend of comfort
In 2021, it is the comprehensive upgrading and breakthrough of product strength, service power and brand power that allows Dongfeng Citroen to achieve sales growth against the trend in the obstacle-ridden car market environment.
Facing 2022, Dongfeng Citroen will stabilize and deepen the comfortable life is the new trend, and the whole product line will help the new brand image. Dongfeng Citroen will continue to practice "customer-centric", and plans to further accelerate the pace of product updates and market response speed through co-creation with customers, and launch 3+N product events, of which the 2022 Tianyi Co-creation Edition created with customers was officially launched on December 31.
In addition, in 2022, we will continue to improve the customer experience, continue to improve the channel coverage of product test drives, product delivery and after-sales service that customers are most concerned about, and provide consumers with better products, services and lifestyles.