For Dongfeng Peugeot, the past year has been a year of change: to undertake Peugeot's global brand positioning, release the new lion strategy, fully open the brand upwards, unswervingly implement the transformation to "customer-centric", increase innovation in brand marketing, product launch, new retail model, etc., continue to strengthen direct interaction with users, enhance customer value, and finally grasp the initiative again in market changes.
Looking back at the development of Dongfeng Peugeot in the past year, it can be summarized into one sentence: accelerating the transformation to customer centricity
Dongfeng Peugeot General Manager Luo Ming said at the "2022 Dongfeng Peugeot Dealer Conference" that Chinese car buyers pay more attention to their own feelings, "experience demand" surpassed "highlighting personality" to become the first demand for car purchase, Dongfeng Peugeot must accelerate the "transformation", from product, marketing, service, operation multiple dimensions, to create value for users, comprehensively enhance user experience, in order to stabilize the market position, achieve rapid development.
The most direct embodiment of this "transformation" is in the product.
Since April last year, Dongfeng Peugeot has successively launched the "New French Best SUV - New 4008", "New French Flagship SUV - New 5008", "New French Driving Flagship - 508L 2022", "2008 THE ONE - French TrendY SUV", four new cars and "Great Quality Of Life Car - 408", in 5 clearly positioned market segments, to meet the needs of fans and consumers of all kinds of French cars.
It is understood that when planning new cars, Dongfeng Peugeot will pay attention to the high-level configuration of users and high-frequency use for the main sales level models, so that the new car is equipped without price increases.
When Dongfeng Peugeot released the new 4008 and the new 5008, the main model underwent a maximum of 20 upgrades. The 508L 2022 model listed at the end of August last year, considering that most customers have a strong demand for large screens and technology configurations, Dongfeng Peugeot put the 10-inch central control touch screen as the standard of the 508L 2022 model, and equipped with the ADAS intelligent driving assistance system on the 508L 2022 model, consolidating the positioning of the "new French driving control flagship".
In order to meet the needs of customers in China's auto retail market, Dongfeng Peugeot launched the direct sales model for the first time, and took the lead in applying it to the "2008 THE ONE" and "New 4008 Creative Edition" models.
Consumers can directly book online and off through the official Mini Program of Dongfeng Peugeot "Dongfeng Peugeot Lion King Alliance" and choose the nearest outlet to pick up the car offline. In the blank market not covered by the Dongfeng Peugeot network, consumers can also order cars directly from manufacturers. This price-transparent, simple and convenient way of buying a car has won the favor of many young users and further expanded the market coverage of Dongfeng Peugeot.
This year, in response to the potential users of "2008 THE ONE" for some practical functions, such as parking assistance, electric folding rearview mirrors, etc., Dongfeng Peugeot launched the 1314 yuan "THE ONE Fashion Optional Package" on Valentine's Day on February 14, which included 180 ° visual parking assistance, electric folding with heated exterior mirrors, four-door one-key lifting window with anti-pinch function, and received 61 online orders on the same day.
In 2022, with the support of Chinese and French shareholders, Dongfeng Peugeot will undertake Peugeot's global brand positioning, further enhance the brand image, accelerate the launch of new models (including the first new lion label model), accelerate brand upwards, accelerate network optimization, accelerate the transformation of user operations, continue to create value for users, enhance user experience, and better serve the majority of "lion fans", French car fans and Chinese consumers.