DPCA, which has been silent for a long time, has shown a clear recovery trend in 21 years. In the face of chip shortages, intensified competition and other pressures, not only for 13 consecutive months of positive sales growth year-on-year, but also in the recent three consecutive months of sales exceeded 10,000 results. Taking advantage of this momentum, DPCA completed the annual target of 100,000 vehicles ahead of schedule, marking a perfect end to the 2021-year-end examination.
As a representative of French cars, the performance of DPCA in the domestic market has actually been in a downturn in recent years. Since the sales ceiling of 705,000 vehicles reached in 2015, it did not continue to climb the peak, but showed a significant downward trend, in 2016-2020, sales fell by 15.2%, 36.85%, 32.89%, 55.17%, 55.74%, especially in the last two years, so that DPCA almost disappeared from the public eye. According to data from the China Association of Automobile Manufacturers, after French cars bottomed out in 2020, their market share in China has been less than 3%.
In the face of this precarious situation, DPCA took the 2020 DPCA Cultural Festival as an opportunity to pose as a "broken ship". According to the words of Chen Bin, secretary of the party committee and general manager of DPCA Automobile Co., Ltd., it is "to make drastic changes, through the announcement of new plans, the release of new car plans, the improvement of service levels, the strengthening of marketing and a series of policies, the beginning of a clear-sighted 'all-out breakthrough'" That is, from here, DPCA is a real sense of the road to recovery.
For example, in terms of products, Dongfeng Citroen and Dongfeng Peugeot dual brands under Dongfeng Citroen Automobile have significantly accelerated the pace of product upgrading, becoming an important driving force for its sustained growth. Since March last year, such as the 2021 Tianyi, the new 4008/5008, the new C3-XR, Versailles C5 X and many other new cars, whether from the modified model, or the latest model, we can see the Figure of DPCA striving to move closer to the market demand while maintaining the romance of the French system.
While the product camp is collectively renewed, it is also inseparable from the leadership of a fist product, and versailles C5 X plays this role very well. With the status of a French B-class car sold from 143,700 yuan and a configuration far higher than that of the joint venture competitors of the same level, the Versailles C5 X has received more than 12,000 orders since its listing, which has not only become a popular product for young consumers, but also allowed Dongfeng Citroen to return to the neon lights with a more youthful personality.
In terms of marketing and services, DPCA has also implemented a series of sincere activities and policies. For example, so that customers can feel the romance of french cars at zero distance, and the quality of their own resistance to scrutiny, DPCA has held many factory visit activities; launched the "leading partner" program, and users on product development, experience and brand building... These measures not only narrow the distance between car companies and users, but also enhance users' sense of belonging and identification with their brands.
The "five-heart guardian behavior" launched on the service has also allowed the majority of users to get substantial benefits, with the "7 days can be returned and replaced", "unsatisfactory free order", "1 year insurance price", "3 years of value preservation repurchase" and other service policies upgrades, reshaping its brand reputation and image, in the soft power of its sales growth has played a great role in promoting.
The combination of a set of products + services has provided a good tipping point for the increase in sales of DPCA and successfully taken the first step in brand recovery. However, it is worth noting that at present, most of the traditional fuel models that pull DPCA forward are facing the accelerating pace of new energy transformation in the market and the penetration of new energy into the automotive market as a whole, it is inevitable that DPCA will be a little stretched if it wants to support the table with only a few PHEV models on sale.
Therefore, DPCA, which has just taken a breath, in the case of half a beat slower, how to accelerate the transformation of the new energy field in many shackles such as "chip panic" and "battery expensive", keep up with the rhythm of market iteration, and become an important test point in the coming year.
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