Written by Lin Ziqi
Edited / Kilig
Design /duang
New car "transfer student"
Every school season, among the students I am most familiar with, there are always one or two "transfer students" who suddenly appear. Their appearance breaks the original balance, but the final result varies from person to person.
Under the epidemic, the rules have changed, and the Chinese auto market, which also has a dream of "transfer students", has squeezed into the car market to pan for gold. Who will stand out in the future? Who will end up in the sand and the survival of the fittest?
Che Lizi's "New Car "Transfer Students" series of reports provides a pulse for those brand new models that are panning for gold in the Chinese auto market.
For the car transfer students in this issue, we focus on the model of the Besturn B70S, the first blockbuster new car under the new brand strategy of FAW Besturn.
Name: Pentium B70S
Ethnicity: Han Chinese
Due date: March 2022
Place of birth: China
Family origin: China FAW's first coupe SUV
Guardian: Sui Zhongjian
Motto: Throw stones to ask for directions, on the quality of national tide single products
The start of "Pentium" began on May 18, 2006. At that time, the independent brands, for cars, were more inclined to start from the entry level, of course, it was not excluded that it was due to ability. At the same time, FAW Besturn entered the game with a model positioned in a mid-to-high-end car, code-named C301, becoming the first independent brand with only mid-to-high-end cars. With the renewal of FAW's brand strategy for Besturn, the C301 was renamed "Besturn B70", and as a result, FAW Besturn's market-oriented products became more and more mature.
In recent years, domestic brands themselves have become more and more competitive, coupled with the national pride of the younger generation, many domestic brands have gradually become popular and famous, and even forced some joint venture car brands to reduce their value and bow to the market. Since entering the industry in 2006, in today's new car-making industry, FAW Besturn, which has a 16-year development history, can afford to be a predecessor, but compared with the emerging brands currently at the forefront of the Internet, FAW Besturn is slightly marginal and rarely mentioned.
Last week, faw besturing brought the Besturn B70S to young users tailor-made fashionable items. So, can the arrival of the Besturn B70S allow FAW Besturn to reproduce the glory of the former "C301"? Or can it only make the world send out the feeling that "the back wave of the Yangtze River pushes the front wave, and a generation of new people wins over the old people"?
Awkward FAW Besturn
From the silence of China FAW, we saw the embarrassment of galloping. Last month, China FAW announced the good news of sales for the whole year of 2021, including Hongqi's annual sales exceeded 300,000 vehicles, up 50.1% year-on-year, and its sales volume increased by 63 times in four years, ranking first among high-end car brands in terms of growth rate; and Jiefang's annual sales reached 440,000 vehicles, achieving the global "five consecutive championships" in medium- and heavy-duty truck sales and the "six consecutive championships" in heavy-duty truck sales. For the sales of Pentium, FAW staged a wave of silence is gold, but understand everything.
According to the data, FAW Besturn sold only 57773 vehicles in 2021, of which the best-selling model was the B70, but only 19859 vehicles were sold in the whole year. For Pentium, the B70 is a main heart bone. Looking back on the past, we can find that in the 16 years of development history of Pentol, the first generation of B70 let Pentium first enter the vision of the Chinese people, so that everyone saw the possibility of high-end models of independent brands, 8 years later, the second generation of B70 came by the excitement, but coincided with the SUV boom, sales have not returned to the past glory, and the third generation of B70 the previous year as FAW Besturn's first "architecture car" appeared again, obviously, B70 can work harder.
The proportion of B70 in FAW Besturn's sales for the whole of last year is enough to prove that its status as a senator is still unshakable. And then what? Relying only on the efforts of the B70 and the contribution of the Besturn NAT and the Besturn T77 online ride-hailing car, how can FAW Besturn survive the aftermath of the limelight?
At the 15th anniversary press conference of FAW Besturn, FAW Besturn's new brand strategy is to plan to achieve production and sales of 300,000 vehicles by 2023 and 600,000 vehicles by 2025, thus entering the first camp of independent brands and challenging the operation scale of millions of vehicles.
One by one, first of all, China FAW arranged a lofty goal of 100,000 vehicles in 2022 for FAW Besturn, although it was halved by half compared with the 200,000 vehicles in 2020, but it was also necessary to analyze the specific situation, after all, 100,000 vehicles is equivalent to two sales in 2021. "First look at January this year, FAW Besturn sales of only 5466 vehicles, a year-on-year decline of nearly 30%, you don't just say, but move!
"In addition to the B70S, six new cars will be available in 2022." Sui Zhongjian, general manager of FAW Besturn Car Co., Ltd., said at the pre-sale conference of the Besturn B70S. As the first brand new model of the new brand strategy of Pentium, the coupe SUV Pentium B70S is leading the way, but I don't know if this B70S is opening up the situation for the new strategy or telling us once again that the strategy is just a strategy?
Is the Pentium B70S qualified enough?
In today's automobile market, which is known for its technology, intelligence and personality, if there is no cool scientific and technological strength, or no mature intelligent technology, or no unique personalized characteristics, it can only be buried in this new car pile.
What about the Pentium B70S?
Called Z era user customization, B70S red "S" is particularly prominent, which means Self expression (self-expression), motivating self-users to dare to break the routine, redefine their own style of life, with super self-awareness to highlight personality, it is undeniable that Pentium B70S does understand the point of young people, "be yourself" is undoubtedly the value pursuit of contemporary young people.
Of course, there is nothing wrong with the value, the problem is that the Pentium B70S seems to only know how to express itself, and does not attach much importance to "being yourself"?
During the appearance of the Pentium B70S Guangzhou Auto Show, there was a "Chinese version of Mazda CX-4" sound coming out, the front face of the Pentium B70S used a large size trapezoidal grille with a unique headlight group, the overall bias of the sporty style, the body side, the Pentium B70S integrated into the coupe SUV elements, the low lying posture and sense of sport are highlighted, coinciding with the Mazda CX-4 "Soul Movement" design theme, coupled with the faw Mazda merged into the background of Changan Mazda, the Pentium B70S is the legacy of FAW Mazda Naturally, this statement does not go away.
However, as China's FAW's first autonomous coupe SUV, FAW Besturn B70S pre-priced in the range of 110,900-143,900 yuan, the economic attributes are still very prominent. From the configuration of the vehicle itself, in terms of intelligent technology, the Pentium B70S is equipped with Pentium D-Life 5.2 AI intelligent ecosystem, L2 level automatic driving technology, digital key, electric tailgate and other black technology equipment, in the power configuration, the car is equipped with the Smart Engine Power 2.0T + 6AT combination, 100 kilometers to accelerate into the 7-second club. Both fun and humanized technology enjoyment, but also no lack of explosive sense of driving experience, on the whole, the Pentium B70S is quite thick.
From the positioning point of view, the opponents of the Pentium B70S mainly have Changan UNI-T and Xingyue S, etc., of course, the first popularity of the Pentium B70S is slightly inferior, but from the configuration point of view, the Pentium B70S is indeed worth fighting. Among them, Changan attaches great importance to the KTV series, spending a lot of time and energy on UNI-T, it is difficult for the Pentium B70S to cross Chang'an, and Geely's star series also has enough weight in the market, one glory is prosperous, and the Star More S has been on the market for a long time than the other two cars, and the market is relatively stable.
Weak products, lack of explosive models, where does Pentium go?
Deep ploughing technology, intelligent maturity, the good of the chinese people, many domestic independent brands are more and more hard, from the quality of bicycle products to the brand strategic layout, the Great Wall has Haval H6, Changan has CS75 explosive models, Geely has its own faction of The Chinese star series, many independent brands in the development of their own style, not only improve the recognition, and joint venture brands a competition from time to time.
What FAW Besturn lacks is such a blockbuster model under the core technology, and there is no product that can be taken, how to make people remember? By constantly changing the logo? For the product, compared to the beauty of the logo, strength is the last word. Frequent replacement of logos, first, it is difficult to form memory points in the minds of consumers, and second, it will only give people the impression of wavering and constant self-denial.
It is true that every bid change means a new departure, a new beginning, but for FAW Besturn at this time, it is more important to fix the heart, characterization and tone, how to let consumers see the possibility of the future development of FAW Besturn is the most important thing for the brand to do at the moment, and the fancy things can only be the icing on the cake, and only the real ability can achieve charcoal in the snow.
Again, the era of domestic enterprises has come, this trip to the windmill machine can not be lost, the time will not come again. The red main theme of the movie box office fell a few streets in the same period, and the popularity of national tide sports singles such as Anta, Li Ning, and Hongxing Erke at the Beijing Winter Olympics means that the market era dominated by Nike Adi will gradually withdraw from the stage, and The Chinese manufacturing dominated by Huawei and Xiaomi has also attracted much attention in the past two years.
"China Consumer Brand Development Report" shows that in the e-commerce shopping cart of contemporary young people, on average, 8 out of every 10 goods are domestic goods, and the "national tide wind" has obviously blown into the car circle, and last year's new cars with "national tide single products" as the marketing point are not in the minority, circle linkage, dimensional wall breaking, value recognition can promote the consumption desire of contemporary young people.
Sure enough, Song Zhiyong, director of the Ulsan plant of China FAW Group Co., Ltd. and secretary of the party committee, said at the press conference that creating more national tide, more tide science and technology, stronger sense of sports and greater value for young people is the "motto" of the debut of the Pentol B70S. It is expected that in the next Pentium B70S event, FAW Besturn's marketing, can see more elements that resonate with Z generation users, so that the action covers the slogan.
Write at the end
It is undeniable that as FAW Besturn's first blockbuster new car this year, at least from the Besturn B70S, we have seen the breakthrough of FAW Besturn once entering the game with C301, and also saw faw Besturn struggling to catch up with its opponents. But frankly speaking, the coupe SUV is not just needed by consumers, the market is relatively niche, and it is still difficult for the Pentium B70S to become the new sales of FAW Besturn.
Therefore, the arrival of the Besturn B70S is not so much the desire of FAW Besturn for sales players, but rather a "stone throwing" work in the 7 new cars of FAW Besturn in 2022, whether it is from the internal product force or the external marketing means, you can borrow the Pentium B70S to boldly try it and "trial and error" for the next new product. After all, in the trough, wherever you go is to go up.
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