Born from the new forces of car-making in Internet companies, and the Z generation that grew up under the Internet, because of the natural similarity, naturally "walked" together, which made traditional car companies a little more stressful, but in fact, traditional car companies have long realized the importance of young transformation, and in recent years began to transform the system, from products to marketing to services, the system of traditional car companies began to play the strength of "old drivers".
This can be seen from the increasing number of "out-of-line" products and marketing events in the current auto market, such as the fire of off-road models such as the Tank 300, which was previously considered a niche, such as the naming of new cars such as big dogs, good cats, ice cream, etc., and the "emotional" marketing that the joint venture car companies represented by the above automobile volkswagen have tried...
As a traditional car company, the speed of "elephant turning" may not be as fast as the new forces of car manufacturing that are lightly armed, but in terms of transformation systematization, the potential energy of traditional car companies is constantly highlighting.
Impress Generation Z, starting with the product
In order to impress the picky Z generation young people, the product is still the most critical, and after several years of exploration, car companies have realized that if they want to create young products, it is not enough to change a more radical design and multi-stack intelligent configuration, and it is necessary to fully understand the needs and use scenarios of young people's cars.
In the field of pure electric vehicles, the explosion of Wuling Hongguang MINIEV can also prove this. When this car was just released, many people in the industry were not optimistic about its prospects, although the car was cheap enough, but the configuration was relatively simple, contrary to the judgment that "intelligent configuration is just needed by the Z generation", but later it turned out that young people did have higher requirements for intelligent configuration, but this does not represent an extreme cost performance, and the new car that highlights the tide play attributes cannot impress them.
Wuling Hongguang MINIEV and Tesla's two hot pure electric vehicle pattern, so that many traditional car companies have made it difficult, in the end should follow the trend or adhere to their own product strategy and positioning? What do young people really want? How do you balance fun, coolness, technology and practicality? This series of questions is not easy to answer, but fortunately, the entry of SAIC Volkswagen ID. series models has given traditional car companies hope.
In 2021, SAIC Volkswagen issued three ID models in a row, compared with the products on the market, the SAIC Volkswagen ID. series is obviously not an "extreme" player, walking is still taking into account the young, fashionable, technological and practical route, whether it is the mileage, or the automatic driving configuration, is not the most advanced, but it makes the electric vehicle return to the essence of the car, the appearance is not radical but durable, the mileage is not "extreme" but real, the intelligent configuration is not "exciting" but enough, and the safety is uncompromising.
After being overwhelmed by the leading technology "routine" of the new forces of car manufacturing, young consumers are gradually calming down, and the "futures" depicted no matter how good it is, it is not as good as the "spot" that is not mixed with water, and the sales trend of the SAIC Volkswagen ID. series in the past year also proves that the concept of young people has begun to change.
Take the initiative to "reduce age" and mingle with young people
This is a "wine is also afraid of the alley deep" era, with good products, traditional car companies also have to pass the marketing pass, and this is what the new car-making forces are best at, the story is not only to tell wonderful, eye-catching, but also to the young people's "heart".
The new car fancy naming trend brought up by Great Wall Motors really makes young people hi, big dogs, good cats, red rabbits, ants, ice cream, dolphins, etc. Naming, the current "soil to the extreme is the tide" Internet law play handy, regardless of whether these naming is appropriate with product positioning, they do make young people shine.
However, I have to say that although such a game is "exciting", it is also easy to "aesthetic fatigue", and everyone "crosses" with the most trendy things, and it is difficult to achieve a unique effect. At this point, the seemingly slow-moving joint venture brand camp has contributed many marketing innovation cases worth exploring.
SAIC Volkswagen's "feelings" marketing is not to take the brand development history out of the "old road" to move users, but with the 80s, 90s and young memories to establish a connection, ID.4 X first with the Pokémon popular characters, so that Pikachu and ID.4 X together to harvest the first wave of 80, 90 screams; the second wave of screams from ID.4X and Shanghai Fine Arts Film Studio holding hands, jointly named Qi Tian Dasheng to create the "Immortal" combination; invite "Immortal Sister" Liu Yifei as the ID.4 X spokesperson, There was no suspense that triggered the third wave of screams after the 80s and 90s.
These two-dimensional and three-dimensional IP may not be the most popular and hottest on the Internet at the moment, but they are the common memory of the ID. series target consumers, and these three major IPs are out, basically covering all the post-80s and 90s, after all, this group of people, who can escape Pokémon, Qi Tian Dasheng and Immortal Sister at the same time, this set of "feelings" combination fist down, who does not say a word SAIC Volkswagen understands young people too much.
In the transformation of the youth of traditional car companies, a sentence from the senior management of SAIC Volkswagen is very enlightening - where the users are, we are there. The highest realm of youthful transformation is not to stand elsewhere to observe young people and study their needs, but to take the initiative to reduce age, stand in the young group, mingle with them, become one of them, if the car company itself is a young person, will not know what young people want, will they worry about not being able to resonate with them?