With the advent of the meta-universe outlet, whether it is a head factory or an emerging entrepreneurial company, it is actively exploring how to lay out it to seize the industry highland. The same is true of auto companies, after preemptively registering a round of meta-universe related trademarks, they began to try to make a fuss about product marketing.
Recently, FAW Besturn held a unique new car launch conference online, the venue of the conference is the meta-universe developed by Baidu - Xilang APP, immersive interactive experience and immersive audio-visual feast, adding a lot of gimmicks to the marketing of new cars.
The FAW Besturn released is China FAW's first autonomous coupe SUV Besturn B70S, the new car is positioned in the new National Tide coupe SUV, including 9 kinds of single/double car colors, 2 kinds of power, 7 models, the official price of the new car series of products is 109,900-142,900 yuan.
Unlock a new model of metaverse marketing
Unlike any auto brand conference that reporters have attended in the past, this conference was cooperated by FAW Besturn and technology giant Baidu, and carried by Baidu's meta-universe product Xilang APP. Interestingly, in the Hiram APP, any user can create a personal character and enter the meta-universe venue, 360 ° full scene to watch the conference.
In addition, in this metaverse world, the Pentium B70S has been restored in a 1:1 simulation ratio, where users can conduct virtual test drives. At the same time, the Pentium Building is also officially stationed in the dimensional world, and users can go to the Pentium Digital Exhibition Hall to learn more about the brand and product information.
This is the first meta-cosmic conference in the automotive industry, and FAW Besturn has become one of the first car brands to enter the virtual scene of the meta-universe world in Xi'a.
The industry generally believes that this move is one of the measures taken by FAW Besturn to strengthen the emotional connection with consumers and promote the process of brand rejuvenation under the outlet of the "meta-universe". You know, for traditional car companies, it is not easy to break the inherent circle.
Looking at the entire automotive industry, the layout of the meta-universe of car companies is still in the exploration stage. Prior to this time, only the Lynk & Co brand and Greece jointly created the "Lynk & Co Park", which was officially opened to the public for experience. The release of new cars in the metaverse world is another test of the waters of auto companies in the meta-universe, which also provides a huge imagination space for the digital marketing of the automotive industry.
In addition to the different format of the listing conference, the sales model of the Pentium B70S will also be unusual. At the press conference, Wang Shengli, deputy general manager of FAW Besturn Car Co., Ltd. and general manager of the sales branch, pointed out that the Besturn B70S will adopt online sales. "Users can enjoy 4S shop vehicle delivery by placing an order online through the Pentium YOMI APP, so that users can get a clearer and more transparent price and eliminate redundant bargaining links in the car purchase process."
Resonates with Gen Z at the same frequency
At the press conference, Sui Zhongjian, general manager of FAW Besturn Car Co., Ltd. and deputy secretary of the party committee, stressed: "At present, FAW Besturn is strengthening the connection with young users through value innovation, experience innovation and product innovation. The arrival of the Pentium B70S is a high-energy expression of the Pentium brand to break through user expectations, based on design, linking the new era, linking the Z generation, and linking the new Pentium's beautiful future. "In short, the Pentium B70S is a product for Gen Z.
As a group of people close to the Trend of the Internet, Generation Z has been seamlessly connected with the Internet since birth and accepted the cultural influence of the latest digital trends. Nowadays, more and more Generation Z is aggressive, willing to taste the early adopters, advocating the national trend, and they prefer to show their style with intelligence and trend.
Like The Z Generation, FAW Besturn gives the Besturn B70S multiple meanings. According to the official introduction, for users, "S" is Self expression (self-expression), is a positive attitude towards life, motivating themselves to dare to break the routine, redefine their own style of life, and highlight their personality with super self-awareness; at the same time, "S" is a high-energy expression of Self-confident (self-confidence), representing "Benten" and Generation Z users' "cultural confidence" in domestic products. For products, "S" builds a product force selection system Selection: Sexy's representative sense of new Chinese trend design, Speed represents the chinese speed of smooth driving, and Sagacity represents humanized technology enjoyment.
Specifically, in terms of new Chinese trend design, the Pentium B70S slipback body is the most eye-catching, sexy duckling wing with a large size of "blade" wheels, there is no lack of sports atmosphere. The windows, mirrors and wheels are blackened. The door handle also adopts the popular hidden design, full of technology. The through-type taillights are taken from the famous domestic cultural symbols of the Great Wall, and the main light sources on both sides are carved with arrows, and the taillights are lit to show a "beacon" effect.
In the interior, the addition of a large number of soft materials, as well as the triangular array created by the laser laser engraving process, arrange the starry sky atmosphere lights and sports seats, which enhance the sense of grade in the car. The 12.3-inch full LCD instrument panel and the 12.3-inch LCD central control display constitute the main body of the center console. In terms of body size, the Pentium B70S has a length, width and height of 4555x1850x1515mm, and a wheelbase of 2750mm, which is the superior level of the same level of coupe SUVs.
At the level of speed in China, the Pentium B70S offers two power combinations of 1.5T and 2.0T. Among them, the 1.5T engine has a maximum power of 124 kW and a maximum torque of 258 N·m, which is matched by a 7-speed wet dual-clutch transmission; the 2.0T engine has a maximum power of 165 kW and a maximum torque of 340 N·m, and the Match is matched by the Aisin 6AT transmission. Both of these drives are among the best in their class.
At the level of humanized technology enjoyment, the Pentium B70S is equipped with a D-life intelligent car-machine system, with 6 major scenarios and 24 applications, which can be controlled by voice, and support the Internet of Vehicles to achieve online entertainment or navigation. In addition, the Pentium B70S also has 360 panoramic images, seat heating, automatic air conditioning, automatic parking and other configurations. Of course, this is also a must-have technology configuration for Gen Z users.
Whether it is to create a new way of playing with the help of the marketing means of the meta-universe, or to bring new experiences through online booking, or to upgrade the product to the "trendy person", these measures all reflect the importance that FAW Besturn attaches to Z generation users. Of course, this is also a new upgrade of FAW Besturn's brand image. As Sui Zhongjian said, "As the first self-propelled coupe SUV of China FAW and the first blockbuster new car under FAW Besturn's new brand strategy, the Besturn B70S 'starts from scratch' and cuts through thorns, lives up to the promise of 'yan out of the way', and finally brings new masterpieces to users." ”