文：Auto Press
This winter, the car ring has heated up because of some ice sports.
Toyota has deeply understood the meaning behind ice and snow sports and linked it to global warming, and has sponsored hydrogen fuel vehicles such as MIRAI and Costa, C-HR and Eze EV models to help sports with true zero emissions.
To say that Toyota's vision has always been poisonous, when many companies were still immersed in the development of pure electric products, Toyota opened up a hydrogen energy vehicle research and development line, the world's first hydrogen energy mass production car Mirai, it is from Toyota's hands.
From the signal released at the national level, in the future, in addition to pure electric vehicles, the development of automotive products using hydrogen fuel as a driving force will become the focus of support in the future, and many local enterprises in China have actively participated in it.
However, it is worth mentioning that the cost of hydrogen energy at this stage is still very high, and the price of hydrogen energy vehicles remains high.
On the one hand, the production capacity of hydrogen cannot keep up with the growing demand, on the other hand, the cost of hydrogen production is still high, and the cost of hydrogen storage and transportation is also not low. In addition, due to the high cost of developing hydrogen fuel vehicles, hydrogen energy vehicles that can achieve mass production on the market are usually more expensive.
Therefore, in a short period of time, due to the limitations of various factors, although hydrogen energy vehicles have the potential of 'explosive models', it is difficult to achieve a real explosion, so it is said that Toyota is a 'surface winner'.
Compared with the high-profile Toyota, GM seems to be the winner behind the muffled fortune.
In September 2021, when Gu Ailing just turned 18 years old, Cadillac officially signed it as a brand spokesperson, and Cadillac's flagship SUV XT6 also became Gu Ailing's first car.
At the end of October 2021, the Buick brand announced the signing of Chinese snowboarder Su Yiming as the 'Buick Ice and Snow Ambassador', at that time Su Yiming was a well-known 'little genius' in the snowboarding industry.
The performance of the two contestants almost swept away everyone's circle of friends and social circles this winter.
We all know that what supports a successful company is not only the product and service links, but also high-quality marketing, and this winter, the marketing methods of GM's major brands are exemplary in the industry.
First of all, at the end of October 2021, GM's Buick brand announced the signing of Chinese snowboarder Su Yiming as the 'Buick Ice and Snow Ambassador', at that time Su Yiming was a well-known 'little genius' in the snowboarding industry, but now the bright performance in the competition has made him really 'out of the circle' on major social platforms at home and abroad, and even joked that Su Yiming will be the 'purple microstar' that predicted that it will be popular all over the world in 2023.
Another talented girl who has gathered all The attention of China and dominated the list on Weibo hot search , freestyle skier Gu Ailing, as early as September 2021, when she just turned 18 years old, officially signed a contract with Cadillac to become a brand spokesperson, and Cadillac's flagship SUV XT6 also became Gu Ailing's first car.
After successfully holding hands, Cadillac official micro-filmed a cooperation short film, followed up the progress of the Gu Ailing event in real time, and even the signed photos of Gu Ailing in the lottery were enough to see their love for the spokesperson, and also won a good real-time heat for themselves.
And this winter, the 'Frog Princess' won the championship with amazing talent, let the world applaud her talent and versatility again, and successfully pushed the Cadillac, who is closely related to her, to a new hot climax, and the Cadillac official also sent a blessing to Gu Ailing at the first time.
In recent years, ice and snow sports have become more and more popular among the mainstream young consumer groups, signing Gu Ailing, Su Yiming is the general trend, and the cooperation with the two talented young players has allowed cadillac and Buick two major brands to blossom all the way through the winter, and now finally got the most perfect results.
For GM's Cadillac and Buick two major brands to sign Gu Ailing, Su Yiming two skiers respectively, the industry has said: too far-sighted.
In fact, over the years, counting the fancy marketing methods of GM's brands, I have to say that they have indeed played a variety of marketing tricks.
For example, Buick has always been on the front line of catching up with real-time popularity from marketing events such as sponsoring "Real Man", inviting Lang Jie to endorse, and implanting e-sports games;
For example, Chevrolet has the classic 'Bumblebee' image of Camaro in "Transformers", and when "Hello, Li Huanying" broke out, she joined hands with 'Our Mother' Zhang Xiaofei to launch "Hello, Volando";
For example, Cadillac implanted the popular "Thirty Only" in 2020, cooperated with the "Win the Championship" team to produce a short film, and sponsored the original short film "Core Man". In the spring of 2021, "You are my special light" stood out in a number of Spring Festival car company short films with the deep family sympathy behind the epidemic, and at the end of the year, Cadillac was also implanted again in the hit drama "Win or Lose" starring Chen Kun.
Therefore, even if the company generally faces the problem of lack of cores in 2021, Cadillac can still reach a new high, with the sales of 233117 vehicles to set the best result in the past 18 years since entering China.
Of course, the marketing method is not only cross-border cooperation, based on the most popular 'new four modernization' trend in the automotive industry, in 2022, Cadillac will introduce Super Cruise super assisted driving system, VCS intelligent cockpit system; its ULTIUM intelligent pure electric platform The first mass-produced pure electric model LYRIQ will begin to be delivered, followed by the test of the new 'IQ' marketing system, bringing better experience to target users through the combination of online and offline models.
Signing Gu Ailing, Su Yiming two high popularity of skiers, GM's brand has now successfully created a more youthful, positive, undaunted image, which is a kind of figurative performance of the continuation of GM's long-term vision, in the new track of automobile development, quality marketing will still be the constant theme throughout the development of a company, in this winter, GM seems to have won more user favor.
By Auto Press (some of the pictures are from the Internet, invaded and deleted)
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