On March 27, 2012, Changan Automobile launched a new generation of family car series Yidong, perhaps they did not expect that 10 years later, this car is still innovating, ten years after listing, three generations of redesigns, millions of sales, in the A-class family car market such a performance is called excellent.
Look at who his opponents are at the mid-level sedan class? Nissan Xuanyi, Toyota Corolla, Volkswagen Langyi... These joint venture brands can usually occupy half of the Chinese auto market, and in the strong market, Yidong has set up a domestic banner from the world of joint venture brands with its excellent cost performance.
This by changan automobile research and development team lasted three years to build, frankly speaking, Changan Yidong just debuted, its performance is not outstanding, the annual performance of 35126 vehicles compared to the brother model Yuexiang have a gap, but Changan people's persistence makes Yidong innovation again and again and eventually become the "performance monster" of the Chinese car.
What are the words you can think of the most when it comes to yidong? Low fuel consumption? High value? Strong motivation? Or is the configuration high? In fact, none of these are directly chosen by consumers, the trust of 1.25 million users in the course of 10 years, the first place in China's A-class compact car sales list for 27 consecutive months, and the annual sales volume of 2020 and 2021 exceeded 170,000 units for two consecutive years.
If you use a sentence to describe the market performance of Yidong, I think it is probably a thick accumulation of thin hair, and the more you fight, the more courageous you are.
By the end of 2021, there are only 12 domestic models with sales of more than one million in the Chinese market, in addition to the familiar micro-noodle shrimp catch Wuling Hongguang, the absolute king of the SUV market Haval H6, the compact classic Chery QQ, the fastest breakthrough trump Kei GS4, the Changan family is the most model enterprise, Changan CS75, CS35 and Yidong are listed here.
Looking back at the ten years of Changan Yidong is a 10 years of continuous self-innovation of an independent brand, and finally established a brand height, Changan has the advantages of time, location, people and people, so that Yidong has evolved three times and created a domestic myth with sales of more than one million.
The advantages of the time: the rise of domestic production, cultural self-confidence
2012-2022 is the 10 years of the rise of Chinese culture, but also the Chinese brand re-attack on the city to jointly "encircle and suppress" the foreign brand 10 years, we have heard again and again that the national tide, the rise of China, the self-improvement of domestic goods, about the Chinese people's clothing, food, housing and travel in all aspects of the domestic brands have rapidly formed their own moat in these 10 years.
In 2012, Changan ranked in the top ten of the sales list with a joint venture with Ford, of which the Fox hatchback and the Fox sedan accounted for a very high proportion of the sales pull, and both cars ranked in the top ten of the annual model sales list.
However, the performance of Changan's independent models is lackluster, and by 2021, Changan Automobile is still a frequent visitor in the top ten of the sales list, and Changan Yidong ranks 14th with a yearly performance of more than 170,000 yuan, compared with the 2012 joint venture brand "Tu List", Wuling Hongguang MINI, Geely Emgrand, Changan Yidong, BYD Qin and other brands have formed a scale effect of domestic brands.
After 10 years of domestic cars, it is no longer the tail of the crane that was scorned, but a new domestic product that can highlight the Chinese's life taste and the pursuit of a better life, and in the past 10 years Chinese's desire to buy a car has soared, which has given Chinese local brands like Changan the opportunity to take off.
Geographical advantages: hard work and continuous evolution
In fact, the main reason for the success of Yidong is the control of product performance and market by the R&D team of Changan Automobile, and technology is the most critical key to opening consumer wallets.
In 2018, after experiencing a mid-term redesign, sales were still stable, and the pre-sale period of the first half month of the new Changan Yidong PLUS was listed, with orders exceeding 10,000, and the long-term good reputation promoted the brand power of the product, and the emergence of good word-of-mouth was because Changan Automobile has been continuously improving in various automotive technologies.
For a long time, Yidong has adhered to the price of less than 100,000 yuan, the car purchase budget of the target customers; the use of Changan Automobile's new Blue Whale engine technology platform, the surging power comes from domestic technology; and the continuous improvement of design capabilities, from intelligence, aesthetics to function to achieve the same level of "ceiling", so that Yidong has become a weakness-free, fully stacked, high-quality products.
In 2012, the first generation of Yidong was launched, the second generation of Changan Yidong PLUS in 2018 was newly upgraded, and the new Yidong plus was launched in 2021, and three updates from design to technology were completed in 10 years, while the general update speed of joint venture car companies was 6-7 years, and the "fast" of Yidong was because the needs of Chinese consumers were changing rapidly, and Yidong plus was to create a good car that exceeded consumer expectations.
People and the benefits: demand to start, build a generation of god cars
Changan Yidong now has its own label - the first choice of domestic A-class family car, in 2021, with the deepening of the epidemic in many car companies, the increase is in decline in the same period, and many joint venture brands have ushered in negative growth, but in the top ten car companies in the sales list, Changan Automobile is proud of the jianghu with a year-on-year increase of 18.5%, of which Changan Yidong is indispensable.
By 2021, Yidong has become the best-selling car of the Changan brand, and such achievements cannot be achieved without the orientation of everything based on the needs of consumer markets.
Chinese brands understand Chinese consumers better, Chinese what kind of family car they need, high quality, low fuel consumption, strong power, rich configuration, these words have long been engraved into the DNA of Yidong R & D personnel.
Let's see what's in the new generation of Yidong plus? In addition to reversing radar, induction trunk, openable sunroof, induction trunk, main driver electric adjustment, LED headlights, automatic air conditioning and other conventional configurations.
Equipped with a 10.25-inch LCD instrument and a 10.25-inch central control screen, it supports remote start, OTA upgrade, Car networking, voice recognition control and other functions.
In addition, intelligent driving assistance functions such as lane departure warning, active braking, 540-degree panoramic imaging and full-speed domain adaptive cruise have also taken a step forward in safety and convenience.
Blue Whale power, smart cockpit, aesthetic design... It takes into account all the concerns of Chinese consumers in the middle of buying a car, sometimes customers are a bit picky, such as wanting to save fuel and want to power enough, wanting high-end and low price, wanting safety and wanting to configure more... Such a demand is met one by one, because it has always been Chinese their own cars, some people drive for face, but more people drive for convenience.
Millions of sales have proved the success of Changan Yidong, if you want to give yidong the owner portrait, then their approximate image is either a young person who has just entered the workplace, or a new parent who has just started to be a parent, their budget is limited, but they also want to improve the quality of life, more convenient for their own and their families' lives, so that everyone can live with dignity The premise is probably to let everyone feel the beauty of life, which Changan Yidong has done.