Generation Z has gradually become a new target group of consumer society, and its consumption habits and willingness to buy have an increasingly extensive influence on consumption trends, and the characteristics of consumption can be summarized as appearance is justice, social is currency, and personality is motivation.
In this context, the consumption of Gen Z in the automobile market not only considers the practical attributes of vehicles, but also gives them a richer emotional connotation in the process of scene generalization, thus generating more emotional links. How to touch the consumer pain points of Gen Z? Auchan X5 Sport became the spoiler of the 100,000-class SUV.
New choice for younger users
Compared with previous years, young people's lifestyles are constantly innovating, no longer constrained by rules and regulations, from "I should" to "I like", love has become the first meaning of value judgment. The fashionable and niche sense of ritual consumption has become a popular and trendy way of life for contemporary young people.
Fitness, for example, has gradually become a balance point for young people in their fast-paced lives. The "2021 Young People's Sports and Fitness Report" shows that nearly 50% of young people are working out for "getting rid of sub-health", and the technology sports company Keep has also become the "first stock of sports technology" in China as promised.
Love, give young people dopamine joy, and so does a high-value SUV.
Since the beginning of 2019, Auchan Auto has taken the lead in launching a high-value product - Auchan X7, which has 270,000+ users in the whole series, laying the fundamental cornerstone of the product end; then brought the second younger model - Auchan X5, which has now sold more than 10,000 yuan for 15 consecutive months and gained 160,000+ multi-user choices, of which post-90s users account for 66.7%.
How to more accurately fit the young user group? From the youth version to the sports version, auchan X5 has been innovating. Constantly refine the personalized consumption needs of young people. Auchan X5 Sport is the latest synonym for living up to every love.
This means that with a budget of 100,000 yuan, consumers who pursue sports have a more suitable choice to buy a car: online appearance, excellent interior, intelligent car system, and surging power, which may be a kind of heroism in the ordinary life of young people today.
Auchan X5 Sport "Orange" is full of meaning
Orange, a cheerful and lively glowing color, is the warmest color in the warm color family. It was once popular in the fashion circle with "burning orange" and "dirty orange"; it was also because "Hermès orange" gradually evolved into a synonym for noble temperament.
As an exclusive car for the brave orange youth who chase their dreams, Auchan X5 Sport Edition has an exclusive orange - Awakening Orange, the biggest feature of which is the synthesis of pure gold particles to create a unique exclusive color value (RGB value: R242, G147, B46).
In terms of appearance, with "plastic light aesthetics" as the core design language, it uses light and shadow to enrich the changes to create a high-level aesthetic of dynamic and static blending. The front face adopts the grille design of the light flame rising and soaring stream, the grille decoration strip 9 highlights, 8 shadows, light and shadow change, adding pure gold color orange flame decoration; the orange "S" logo representing the SPORT is placed above the side of the grille, which is the identity symbol of this sporty model.
On the side of the body, an orange sports kit was added to the side skirt, and the slightly slippery roof style also had elements of the Coupe model. The rear is designed with four racing-type exhaust and wind-breaking gliding sports wings to enhance the sporty feel of the vehicle.
In terms of interior, based on the awakening orange to create an orange storm sports atmosphere cockpit, Auchan X5 Sport Edition is equipped with S exclusive logo integrated racing seats, using ergonomic design, while the backrest and headrest integration design; orange dazzling hemmed trim and unique personality of the S sport logo, also reflects the identity of the sports car. At the same time, the center console, air conditioning outlet, door and other places have adopted tri-color stitching. The interior details of the extreme sports SUVs such as the exclusive sports steering wheel and the obsidian sports dome also reflect the pursuit of the sport driving sense of the Auchan X5 Sport Edition.
Overall, this is a very "burning" SUV, and it is constantly increasing in terms of technology. 10.25 inch center console color touch large screen + 7 inch LCD instrument design, built-in OnStyle 3.0 intelligent ecosystem. In addition to the commonly used voice dialogue function, there are also convenient configurations such as car K songs, cloud eye car cameras, and cloud eye multi-function rearview devices.
Blue whale power imparts motor genes
Personality appearance and technology empowerment, perhaps each SUV has more or less similar characteristics, but Auchan X5 Sport Edition not only gives young people personality and trend, but also to pursue themselves and discover themselves in driving.
According to statistics, Auchan X5 is one of the industry's rare models of cross-border integration of sport and SUVs, creating a new category market, in the 100,000-level price range, giving young people an opportunity to have a small steel cannon, but also giving them more passion and dreams.
In terms of power, Blue Whale's new generation NE1.5T engine and Blue Whale 7-speed dual-clutch transmission have the only dual outlet cylinder head integrated exhaust manifold + double scroll tube electronically controlled turbocharging in the same class; Schaeffler intelligent cam system Smart phaser system, which is better than ordinary VVT technology, with a response speed increase of 175%, and the transmission achieves a response speed of 251ms, with a comprehensive transmission efficiency of up to 94.5%.
The sense of atmosphere is the emotional satisfaction pursued by young people today, including the elements of belonging, happiness, warmth, and relaxation. In the pursuit of atmosphere on the sports SUV, that sporty element is essential.
Auchan X5 Sport models are also equipped with an exclusive sports steering wheel and an exclusive orange S button with a one-touch overtaking mode. In this mode, the engine and gearbox will turn on the "chicken blood state", which can provide more output power in a short period of time in order to allow us to complete the overtaking action; its opening method is very simple, the steering wheel is specially set up with an "S" button, which can "open the afterburner" with a single button. In addition, there is a track mode, open the track mode, the car will also be accompanied by simulated sound waves to make the whole scene more realistic.
While pursuing speed, stability is also a factor in judging performance. The chassis suspension increases roll resistance by 20% to ensure handling stability even at the touch of a button.
In the brand DNA of Auchan Automobile, youth has always been the key word: it is eager to approach young people, explore new possibilities hand in hand, write the blood of youth and sports, and use orange intentions to communicate with orange youth. In the future, Auchan X5 Sport Edition will bring more breakthroughs to the sales of the overall car series.