In 2021, with the hot sales of the Yixuan family, dongfeng Fengshen's annual sales reached 121,570 vehicles, an increase of 73% year-on-year, not only outperforming the market but also successfully crossing the annual sales target of 120,000 vehicles. It should be known that this is the first time that Dongfeng Fengshen has completed its annual sales target in the next 5 years after 2016. It can be said that the achievement of this achievement is of great significance to Dongfeng Fengshen, but it is only the beginning for the revival of the brand, because Dongfeng Fengshen has found the secret of sales increase.
First of all, on the right track of technology, in 2021, Dongfeng Fengshen released Mach Power Technology, its 1.5T engine with a series of excellent performances such as 150kW maximum power, 320N .m peak torque, 41.07% thermal efficiency, etc., successfully obtained the "Energy Efficiency Star" certification of China Automobile Research Institute, and won the "China Heart" Top Ten Engine Honors, ranking among the world's first-class levels, and in November last year, the Mach Power Hybrid Edition was awarded the "China Heart" Top Ten Engine Honors. The Mach-powered Yixuan MAX also refreshed the zero-hundred-hundred acceleration performance of the same class with the professional measurement results of the hybrid version of 6.81 seconds and the fuel version of 7.23 seconds.
In addition to Mach Power, Dongfeng's new DSMA advanced modular architecture technology, which has been built for 5 years by integrating global superior resources, has also been applied to Fengshen for the first time, and Yixuan MAX is the first model born in this architecture. In addition, around the intelligent technology, Dongfeng Fengshen can even compete with high-end pure trams in the application of quasi-L3 level automatic driving and Windlink6.0 artificial intelligence vehicle technology.
Including Mach Power, Dongfeng Fengshen has many new technologies carried on the Yixuan MAX. And Yixuan MAX also lived up to expectations, as soon as it was listed in September last year, it helped the Yixuan family enter the monthly sales "10,000-car club", and pressed Geely Xingrui to achieve the reputation of "China's T-power family car first".
In 2021, in addition to the regular version of the new car, you can also see many personalized new cars such as the Black Samurai Edition, the Chasing Samurai Edition, and the Hunting Knight Edition. It can be said that each special model is aimed at a unique user group, or a trendy hot mom, or a young talent, a fashionable girl. Clear product context, accurate customer positioning, a popular family is gradually forming.
In addition, in the B-end market Dongfeng Fengshen is also making efforts, Fengshen E70 in 2021 with sales of more than 30,000 units, has successfully entered more than 40 cities, the current Fengshen E70 has more than 70,000 units of ownership, whether it is cost-effective or product quality have been recognized by industry customers.
If products and technologies are "hard work", then service is "soft power". In May last year, 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 assistance 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.
Of course, when it comes to users, we have to mention co-creation with users, in this regard, Dongfeng Fengshen has also set an example, why the dark night version of Yixuan MAX can be so cool, this is actually the result of co-creation with users. In addition, the offline ceremony of Yixuan MAX on July 9 was also a release button pressed by user representatives. Co-creation with users, in the view of Dongfeng Fengshen, is not just a slogan, its actual actions have expressed the firm determination to actively embrace users.
Red dot observation
In recent years, the domestic auto market has ups and downs, under the dual pressure of "lack of core" and the epidemic, the reason why Dongfeng Fengshen has been able to complete the annual sales target of 120,000 vehicles, the red dot of the auto market believes that the three dimensions of technology, products and services are indispensable. The 120,000 vehicles is just the beginning of the bottoming out of dongfeng Fengshen, and it is believed that the new high sales in the future will be continuously refreshed and become the pillar of the national automobile industry.