A little bit of preface
With the rise of young consumer groups after 90 and 00, and the continuous deepening of the new four transformations of the automobile industry, more and more traditional car companies have begun to change their previous products and marketing strategies and announced the transformation of "to a user-oriented enterprise". In this context, Dongfeng Peugeot has also opened the pace of brand and product renewal.
At the Shanghai Auto Show held in April 2021, Dongfeng Peugeot officially announced the launch of the new "Lion Logo" and released the brand "New Lion Strategy", fully opening the brand renewal. At the same time as the brand is renewed, Dongfeng Peugeot has also renewed its core products, such as the new 4008, the new 4008 PHEV, the new 5008 based on "beauty, texture, dynamic, and interconnection" for "four major upgrades", the main model up to 20 upgrades, the core configuration of the whole series of standard. These new products meet the expectations of users with super high product strength, and also reflect Dongfeng Peugeot's "user-centric" corporate development strategy.
At the Guangzhou Auto Show held in November 2021, Dongfeng Peugeot once again took the user as the center and listened to customer suggestions to launch a special edition model, the new 4008 Chuangxiang Edition. It is understood that the naming of the new 4008 Chuangxiang edition is voted by the majority of car owners, among which "Chuangxiang" reflects the meaning of Dongfeng Peugeot and fans "creating a future life together".
Listen to user suggestions and continuously improve product strength
The new 4008 Chuangxiang Edition not only creates the model name from the owner's vote, but also the product force is based on the needs of users. According to reports, in the shaping of the new 4008 Chuangxiang version of the product force, Dongfeng Peugeot mainly listened to consumer suggestions, and upgraded the configuration with a relatively high degree of comprehensive consumer perception. The main upgrade points are as follows: the new iceberg blue body color: inheriting the peugeot unique color, leading the latest popular color; red dynamic interior: red sports leather seats, inheriting the track gene; popular configuration upgrade: 6-way electric seat adjustment for the main passenger car + electric folding rearview mirror + one-button lifting of the power window of the whole vehicle.
Among them, the iceberg blue color is the new 4008 new body color, this unique body color with the lion roar front face, the new 4008 classic font logo, the sphinx flowing water steering LED taillights and many other Peugeot brand classic elements, appear more dynamic and fashionable, inheriting the classic but also not lacking in innovative ingredients. In addition, the red leather seats equipped with the new 4008 Chuangxiang Edition have added diamond-shaped sports-style stitching, which undoubtedly highlights Peugeot's innate track genes and shows the sporty attributes of the new 4008 again.
Judging from the configuration content of the new 4008 Chuangxiang edition upgrade, whether it is the unique iceberg blue body color matching, or the sports-style stitching on the red leather seat, as well as the co-driver electric seat, four-door one-key lift, etc., all highlight the French gene of the new 4008 Chuangxiang edition, as well as more localization improvements made by Dongfeng Peugeot based on the needs of Chinese users. The upgrade of these configurations also highlights the original intention of Dongfeng Peugeot to "build consumers need good cars based on user needs".
Adopt the official direct sales method to cater to the shopping preferences of young users
In addition to upgrading product strength based on user needs, Dongfeng Peugeot has also created a set of sales methods that are more suitable for young users for the new 4008 Chuangxiang Edition, that is, in the form of official direct sales. According to the official introduction of Dongfeng Peugeot, the new 4008 Chuangxiang Edition adopts the mode of online ordering, offline car pick-up, and official direct price, which makes the price more transparent, eliminates the process of customer and dealer negotiation, and makes the process of buying a car easier. Among them, the way to place orders online is also very simple, users can submit orders as long as they can submit orders through the official Mini Program of Dongfeng Peugeot "Dongfeng Peugeot Lion King Alliance".
The official direct sales model adopted by the new 4008 Chuangxiang Edition is undoubtedly what young consumers are willing to accept in the era of online shopping. Industry insiders pointed out that at this stage, the use of the official direct sales model in the car companies are mostly new forces in car manufacturing, most of the traditional car companies still use the original dealer model, and Dongfeng Peugeot as a member of the traditional car companies, this time in the marketing model to change, undoubtedly highlights its closely follow the needs of consumers and take the initiative to change the attitude. The transformation of Dongfeng Peugeot in marketing methods is also one of the signs of its positive transformation to "user-oriented enterprises".
With the blessing of international quality, the new 4008 Chuangxiang Edition is more cost-effective
In fact, from the perspective of consumers, most users buy car products in the final analysis, it is still the cost performance. Since the new 4008 Chuangxiang Edition is a product based on user needs, it also has a more cost-effective advantage in the same level of products.
Let's return to the new 4008 Chuangxiang edition of the product force again, first of all, it adopts a new French sharp design style in the design, in addition to the appearance mentioned above, showing the unique fashion and classic of the French car, the interior adopts the i-Cockpit solipsistic cockpit design concept, and the 12.3-inch LCD screen and 10-inch color central control screen in the car constitute a visual "golden triangle", showing the scientific and technological style.
Secondly, the new 4008 Chuangxiang edition is very much in line with the car preferences of young consumers, such as its new generation of intelligent network system Blue-i 2.0, which integrates intelligent voice, online navigation, infotainment, emergency call and other functions, not only complete functions, but also users can "give orders" through voice, which is safer and more convenient to use.
In terms of power, the new 4008 Chuangxiang Edition is equipped with the imported Aisin 8AT transmission + 400THP engine, which is the golden power. Among them, the 400THP engine adopts the same VVL continuous variable valve lift technology as BMW, with a new electronically controlled turbocharger and a new generation of chain drive timing system, the output power is increased by 10 to 15% compared with the previous generation of engines, but the fuel consumption is reduced by more than 7%, and it is the first to meet the National VI B emission standards.
The new 4008 Creator Edition is not only powerful, but also has the same level of handling and comfort. As a brand with a century-old champion gene, Peugeot can be called the master of the 100-year-end disc, which has a unique technical advantage in the torque beam, and the power of chassis adjustment is well-known in the industry. The new 4008 chassis adopts front McPherson type independent suspension, rear torque beam type non-independent suspension, technically, torque beam non-independent suspension can obtain greater rear space, better stability and durability than independent suspension, and can save consumers more maintenance and repair costs. As a result, the new 4008 is guaranteed in terms of space, comfort, stability, durability and economy.
Combined with the official direct price of the new 4008 Chuangxiang Edition of 167,700 yuan, this price is lower than that of most of the joint venture SUV products at the same level, and with the sense of value brought by the product force, the cost-effective advantage of the product is highlighted.
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At last
Standing at the moment when the integration of new and old forces is accelerating and the automobile industry is undergoing in-depth changes, transformation has become a problem that traditional car companies must face. Dongfeng Peugeot announced the brand renewal through the new lion logo, and at the same time came up with a new 4008, a more competitive product, and the addition of the new 4008 Chuangxiang Edition shows that Dongfeng Peugeot has made more attempts for deep transformation. As far as the new 4008 Chuangxiang Edition is concerned, whether it is the product strength characteristics or the marketing model, it shows the "consumer-centric" business philosophy of Dongfeng Peugeot, which precisely highlights its determination to continue to transform into a user-oriented enterprise based on products.