Radical, or confident? The Dongfeng Wind God, who had been "holding back" for a long time, was finally going to show his fists?
With the end of the Guangzhou Auto Show, the final battle at the end of the year has become more and more hot, and major car companies have begun to do their best to show off their own blockbuster models, showing a scene in full swing. So, in this critical period, what big moves will the Dongfeng Fengshen, as the son of domestic production, make?
On the evening of December 4, dongfeng fengshen fan festival and fengshen Yixuan MAX dark night version was launched, and a total of 2 models were launched in this listing, namely the dark night holy light version (hybrid) and the dark night dawn version, with a price range of 127,900 yuan to 137,900 yuan. Under the trend of sports and coupe, Dark Night Yixuan is undoubtedly a new face in this segment, and is a powerful opponent of models such as Lynk & Co 03, Changan UNI-V and Trumpchi Shadow Leopard.
At the same time, as the first flagship model under the "14th Five-Year Plan" key strategy of Dongfeng Fengshen, this "track-level wide-body family car" shoulders the mission of the upward breakthrough of the Dongfeng brand. Naturally, it is necessary to give consumers something different, and it is not as simple as the "dark night upgrade". So what highlights will it bring about with this listing? Let's take a look!
The "Black Samurai" kit + Mach power shows extraordinary strength
In this era when appearance is justice, only excellent appearance can attract the hearts of young consumers. As a sporty upgrade model, the main feature of the Dark Night MAX is a new matte black body coating. At the same time, the new car has undergone a number of appearance upgrades on the basis of the ordinary version of Yixuan MAX, including a wide-integrated body kit and a new front and rear bumper shape, etc., and the visual effect of the whole vehicle is more sporty than that of the ordinary version of Yixuan MAX.
In addition, the Night Max upgrade has a new black multi-spoke aluminum alloy wheel with matching specifications of 235/35 ZR19 tires, compared with the standard version of Yixuan MAX tires with 215/50 R17. In terms of the rear, the car is equipped with a fixed large-size double-layer tail spoiler, and the exhaust system is a bilateral four-out shape, creating a good sporty atmosphere.
In addition to the full set of sporty appearance kits, the body posture of the Dark Night Yixuan MAX is lower than that of the ordinary version of the model, and the center of gravity of the vehicle has been greatly reduced, bringing a better sense of handling. However, unfortunately, the previously hyped scissor door design did not appear on the mass production version of the model, and the official said that relevant tests are underway, and the possibility of subsequent installation is not ruled out.
Entering the car, the interior of the new car basically continues the ordinary version of yixuan MAX shape, and the simplicity can also highlight a certain sense of science and technology. It can be seen that the dark night version adopts a color scheme with black as the main body, and the seat uses two fabrics, adding red decoration on the basis of black. In addition, the car's door panels have also been decorated with red trim, and gold trims echoing the exterior above the center console show good performance and dynamics.
In terms of power, Dark Night Yixuan MAX provides two power versions, of which the Dark Night Dawn version is equipped with Dongfeng Group's newly built Mach power, which is equipped with a 1.5T engine, the maximum power of 190 horsepower, the peak torque of 300 Nm, the transmission system matches the 7-speed wet dual-clutch transmission, and the official 0-100km/h acceleration time required is only 6.81 seconds, which is called the "family car power demon" in the same price family car at the same level.
The Dark Night Holy Light Edition model is equipped with a 1.5T oil-electric hybrid system, of which the maximum power of the 1.5T engine is 163 horsepower, the maximum power of the electric motor is 130 kilowatts, the transmission system matches the E-CVT gearbox, and the comprehensive fuel consumption of 100 kilometers is 4.3 liters, which has a good fuel consumption performance.
In general, as an original upgraded version of the model based on the current Yixuan MAX, Dark Night Yixuan MAX has a significant sports focus, and even provides a set of original front-row scissor doors, which makes it more eye-catching at the product level than the ordinary version of the model, satisfies the user's personality and self-expression, and can certainly win the favor of many young consumers.
Rebranding the strategy, Dongfeng Fengshen began to transform
According to the official data of Dongfeng Fengshen, in October this year, Dongfeng Fengshen sold 15,176 new cars, an increase of 117% year-on-year, in addition, its cumulative sales from January to October have reached 94,459 vehicles, a sharp increase of 85% year-on-year.
Obviously, the rise in sales of Dongfeng Fengshen is by no means a flash in the pan, it should be said that in reason, there is such a simple as "pie in the sky". From the perspective of the past two years, from promoting the synergy of high-quality resources within the group, introducing strategic dealers, to releasing the "customer C-bit plan", Dongfeng Fengshen has been focusing on improving the ability of channel construction and service management, reshaping the marketing system chain.
The second is to innovate in products and continuously optimize channels and services, which have laid a solid system foundation for Dongfeng Fengshen and provided sufficient market momentum. It can be seen that after entering 2021, in addition to the upgrade and redesign of Yixuan GS, the Mach version of AX7 and Yixuan MAX have been added, and the arrival of the dark night version has undoubtedly further deepened the transformation of Dongfeng Fengshen's product positioning.
As You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Motor Group Co., Ltd., emphasized at the Yixuan MAX conference: Yixuan MAX is a masterpiece created by Dongfeng Fengshen who deeply understands user needs, based on user experience scenarios, and co-created with users. Yixuan MAX accurately meets the needs of users, not only has the power and convenience of traditional cars, but also has the human-computer emotional interaction of the intelligent era, which is a milestone of the Fengshen brand, leading Dongfeng Fengshen into a new era of "technical Fengshen" and becoming the opening work of Dongfeng Fengshen as a "high-end performance popularizer".
It can be seen that high-quality products are by no means a flash in the pan, but always perceive the changes in user demands and adhere to the embodiment of user experience-centered, which is an important factor in the rise of China's independent brands represented by Dongfeng Fengshen. Obviously, the arrival of the Yixuan MAX Dark Night Edition is officially the epitome of their brand's breakthrough upwards.
Auto Network Review: "Farewell to the theory of the sufficiency of the family car", the change of Dongfeng Fengshen is far more than that
In fact, since 2020 put forward the brand proposition of "enjoying driving fun all the way to the wind god", Dongfeng Fengshen has begun to implant "driving fun" into the brand gene. The Yixuan MAX is dongfeng group's "14th Five-Year Plan" key strategic planning model, naturally not to mention, is based on the user's deep insight, so that "performance" is no longer synonymous with the high, return to ordinary consumption.
It is not difficult to understand that from the current point of view, the sportsization and coupe of independent brand compact cars have become a new trend, including models such as Lynk & Co 03, Changan UNI-V and Trumpchi Shadow Leopard, and Dark Night Yixuan MAX is undoubtedly a new face to join the segment and is a powerful opponent that can compete with it.
In short, for those new generation consumers who pursue refinement and will not be satisfied, Dark Night Yixuan MAX is just the key to showing personality and expressing themselves, and truly achieves the "farewell to the theory of the sufficiency of the family car", and is indeed a "high-end performance popularizer".