Lead
Introduction
Yidong is one of the few car models in China that can develop to the third generation, which is enough to make many independent brands blush.
Author 丨 Wang Xiaoxi
Responsible editor 丨 Xu Jinkai
Editor 丨Zhu Jinbin
What kind of car is beautiful for car owners? It may be like the so-called "each flower into each eye", everyone is different.
According to Stephen Anderson in his book Seductive Interaction Design, there are actually three kinds of beauty: recognized (unchanging principles such as the golden ratio), culture (the imprint of the times), and subjectivity.
Then, if viewed from the consumer's point of view, the relationship would be: subjective beauty prevails over cultural beauty, and cultural beauty trumps recognized beauty. Consumers are subjective judges will decide to buy, not car companies to blow a product is good-looking, right?
Therefore, the changan yidong series of the three generations of ten years has been recognized by 1.2 million users, and Yidong is one of the few car models in China that can develop to the third generation, which is enough to make many independent brands blush.
Although compared with the ten generations of Accord, eight generations of Camry, eleven generations of Civic is still not as long as it is, but the ten years of accumulation to break the monopoly of joint ventures, to become the leader of the independent brand car market, enough to be proud and proud.
The secret of ten years of growth
What are the most important features of a good sedan? It should be the reputation and recognition of consumers, such as the three joint venture cars mentioned above. Behind this is the problem of iteration. And to talk about the iteration of autonomous cars, it is really called a rarity.
However, Yidong is an exception. We know that independent brand cars started late, and few models can continue to carry out multiple iterations, often disappearing after being launched in the market for two or three years. Therefore, to be able to achieve the accumulation of 1.2 million vehicles in ten years, as a "quality car evolutionary", Yidong is indeed leading the industry.
Ten years ago, on March 27, 2012, Changan Yidong was listed nationwide in the Hangzhou Grand Theatre, and caused heated discussion in the industry, and then ranked first in the sales volume of the market segment for 27 consecutive months, and the name of the Changan Yidong family began to start. Six years later, on the same day in 2018, Changan Yidong ushered in iteration, and the product force was further advanced, such as the braking distance of 35.6 meters, which can be compared with the world's top luxury brands and continue to consolidate its leading position.
On March 27, 2020, the third generation of Yidong PLUS was officially launched, and Blue Whale's new generation of efficient power combination, surround-type smart light luxury cockpit, handsome sports style... Once again, the industry has seen the amazing strength of the E-train series after the evolution of the car field.
Take the design as an example, the third generation of Yidong PLUS adopts a simplified through-the-wall front face, a new and high-value double-shaped grille and a brilliant and sharp star pupil LED light group, so that consumers have an urgent desire to go in and find out at the first sight of this car.
The wrap-around smart light luxury cockpit design in the car, double 10.25-inch LCD screen, with a large area soft bag with first-class texture, red and black two-color collocation, the texture has been leading the same level of joint venture brands too much. Once in motion, the driver will be amazed by the continuous flow of power in the body.
Speaking of power, Changan Yidong PLUS is equipped with 1.6GDI and Blue Whale Power 1.4T two engines, of which the research and development of 1.4T engines is participated by more than 1,000 engineers (including more than 130 experts) from Birmingham and Chang'an in the United Kingdom in the "Six Countries and Nine Lands", with 14 advanced technologies including 350bar high-pressure direct injection system, AGILE high-efficiency ultra-clean combustion system, etc., with a maximum power of 118kW and a peak torque of 260N·m, and the strength absolutely exceeds the same level.
In addition, this 1.4T Blue Whale power engine has carried out 1.4 million kilometers of vehicle endurance test, 25,000 hours of bench reliability test, high temperature test of more than 50 degrees, -50 degrees of extreme cold test and other rigorous tests, as well as various tests of durability, can be described as a "tested warrior".
Matching this is the Blue Whale 7-speed wet dual-clutch transmission, the transmission efficiency is as high as 94.3%, the fuel consumption of 100 kilometers is as low as 5.6L, and the fuel consumption of the 1.6L model is only 5.8L, and the fuel consumption of a full tank of oil can run more than 200 kilometers. The so-called "details determine success or failure", these quality details have created a strong core competitiveness of Changan Yidong.
The Changan Yidong series can grow from an A-class sedan to a "national car", and gradually evolve from a reliable and durable car to a model that can make the driver and occupants happy and make consumers feel meaningful, and also lies in the fact that through the Yidong era, it pays attention to creating Changan's "internal quality system" and crosses the "difficult threshold" in the process of product evolution.
Why? According to Stephen Anderson's "Seductive Interaction Design", the process of product evolution is divided into six maturity levels - usable, reliable, usable, easy to use, enjoyable, and meaningful. The "easy to use" of Level 4 is the threshold of corporate strength.
The lower the layer, the more focused on practical functionality, and the higher the top, the more focused on the experience. For the vast majority of businesses, it often stops there. However, Changan has successfully broken through through insight into market demand and positive technology research and development. Not only that, but it also reduces the product iteration time by more than half. This is the usual 5 to 8 years of replacement of the joint venture, and the speed is unimaginable.
And in the two years of iteration, Yidong has also carried out 2 modifications and upgrades. On September 20, 2018, the Yidong high-energy version was listed; on July 27, 2019, the Yidong Blue Whale version was listed.
Ten years and three generations, the formation of blue whale power as the technical label, with advanced technology and handsome shape of the national quality car, which puts forward higher requirements for a car company's vehicle design and development, production and manufacturing, which is also determined by the characteristics of the Chinese car market that is entering a period of rapid upgrading. Changan Automobile, on the other hand, has met the requirements of this growth.
The establishment of Yidong's reputation is, of course, based on the most core needs of consumers and their own unique performance development system, thus opening up the advantages of the three generations of Yidong in the field of car segmentation.
Break the monopoly of joint ventures
As we all know, the basic model of the Chinese market is a sedan, and the 2700mm wheelbase can take into account the needs of many aspects, and achieve a perfect balance in handling, power and space, which is the most cost-effective model for consumers, with the best sales and the fiercest competition.
Moreover, this wheelbase is also the most mainstream joint venture brand car heavily guarded area, such as the Japanese "god car" Xuanyi and Corolla, etc., you can imagine the ambition of the joint venture car, as well as the strength of the Yidong. After all, it is rare for changan automobiles to have CS75PLUS, CS55PLUS and Yidong PLUS to dominate the SUV and sedan markets at the same time.
Study the reason why Yidong PLUS has become the sales crown of independent cars, in fact, there is no secret, nothing more than to use good products to truly solve the needs of users, rather than shouting the slogan of "everything user-centric". This sentence is easy to say, but how many car companies have really done it?
As Zhu Huarong, chairman of Changan Automobile, specially mentioned a data, "the failure rate of thousands of vehicles has reached single digits", which is an important progress for Changan Automobile to establish and improve the research and development and manufacturing system over the years. This is also the strength of Yidong PLUS. Therefore, the 1.2 million Yidong users must have felt this intention and sincerity.
The third generation of Yidong PLUS is still one of the few models that can have a turbocharged engine at less than 100,000 yuan, and Langyi and Xuanyi can only buy 1.5L and 1.6L naturally aspirated engines at similar prices, and the power data of Yidong PLUS is also far ahead of the two. Coupled with the configuration of its sincerity, the judgment is made from high.
Changan Yidong PLUS has become one of the business cards of Chinese brands in the field of cars, and has become a high-quality, high-value and powerful "quality family car evolutionist" that meets the expectations of the Chinese people. Relying on the high quality and leading cost performance comparable to the joint venture, Changan Yidong PLUS has driven directly into the hinterland of the joint venture brand and competed with it.
"Strength allows", Yidong has also achieved quite eye-catching sales results, the data shows: Yidong series sales in 2020 and 2021 have exceeded 170,000 vehicles, the national car is deserved.
In the past ten years since its listing, Yidong has three levels of significance for Changan, just like Zhu Huarong, chairman of Changan Automobile, once said: consumers can safely choose Chinese brands; Changan has been recognized by millions of users, which has epoch-making significance for Changan Automobile; in addition, Chinese automobile brands compete with world automobile brands for the first time and reach the world's leading level.
My colleague once said, "Yidong is trying to change the pattern." "Yes, with more and more products like Yidong PLUS, independent brands will also regain their own territory in the future." At the same time, this is also a great progress for Chinese brands, which is worthy of our pride.
It is worth mentioning that the frequent appearance of "explosive products" is also the deepest impression of the outside world on Changan Automobile in recent years, and this is also the case. In 2021, in addition to the Changan Yidong series exceeding 170,000 vehicles, the Changan CS75 series exceeded 280,000 vehicles, and the Changan CS55 series exceeded 140,000 vehicles. In the overall downturn of the automobile market, the high value gold content of Changan Automobile's product lineage is more prominent.
To break the monopoly of joint ventures, Changan Automobile relies on its strong technological research and development strength. Yidong has accumulated 1.2 million users and word-of-mouth trust in ten years, becoming a benchmark product in the market, and Changan, which has mastered the core technology, is also enlightening more independent brands, creating a strength comparable to or even surpassing the joint venture brand, and China's automobile manufacturing can become a global quality model. As Zhu Huarong, chairman of Changan Automobile, said last year: "In the next 10 years, the world will definitely give birth to world-class Chinese brands, and Changan Automobile will be among them!" ”
| Wang Xiaoxi |
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