In recent years, young people have gradually become the absolute main force in the automobile consumer market, and even more and more prospective college graduates (within 5 years of graduation) have begun to join the car buying army. According to the 2022 edition of the "Auto Market Insight Report for Prospective College Graduates" released by the "Easy Car Research Institute", in 2021, the proportion of prospective college graduates in the youth car market in the mainland will exceed 60% for the first time, setting a new high in the calendar year! The trend of young age of car buyers has prompted the majority of car companies to launch young strategies to meet the needs of market development. As a national car company that has been deeply involved in China's auto market for many years, Dongfeng Fengshen has long been running on the strategic track of rejuvenation.
【Source: E-Car Research Institute】
Riding on the market rejuvenation "Dongfeng", Dongfeng Fengshen marched forward
In this "Prospective College Graduate Car Market Insight Report", it can be seen that in 2021, the "youth car market penetration rate" of Dongfeng Fengshen quasi-college graduates will exceed 85%, ranking fourth among a number of independent brands. This is enough to show that Dongfeng Fengshen's products are favored by prospective college graduates, and it also shows that Dongfeng Fengshen's drastic rejuvenation reform in the past two years has achieved results.
The implementation of the Dongfeng Fengshen rejuvenation strategy is indispensable to the Yixuan family. Whether it is Yixuan, Yixuan MAX or Yixuan GS, they can achieve good results in their respective market segments with their own strength. In 2021, the Yixuan family strongly helped Dongfeng Fengshen achieve the goal of annual sales of 120,000 vehicles. In the first quarter of this year, the Yixuan family continued to show strong market competitiveness.
The 80,000-level track controls the king and creates a sports coupe for young people
Contemporary young people pursue individuality and advocate freedom, they have harsh criteria for choosing a car, they want to be outstanding, they want personality to exercise, and Yi Xuan is "in line with them". Yi Xuan is positioned as "young people's sports coupe", its appearance design cleverly integrates the design elements of the J-20 stealth fighter, presenting a dynamic and cool eye-catching shape, each angle has a unique visual beauty, is the cool cover youth to highlight the personality, realize the trend of the choice of self.
As the 80,000-level track control king, Yi Xuan's movement is not only on the "surface", but deep in its track genes. Since 2019, Yi Xuan has represented Dongfeng Fengshen Team in CTCC (China Touring Car Championship) for consecutive years, and in the 2020 CTCC arena, Yi Xuan has suppressed the crowd on the track and helped Dongfeng Fengshen Team win the CTCC China Cup Annual Manufacturer/Driver Double Material Championship, coincidentally, in the 2021 CTCC Competition, Dongfeng Fengshen Yixuan Team won the CTCC China Cup championship again with 13 championships, 5 asian quarters.
YiXuan integrates the champion genes of Dongfeng Fengshen Team in China CTCC and Europe WTCC/WRC three major automobile races, and has the racing-grade chassis tuning personally brought by the engineers of Dongfeng Fengshen Racing Team, with excellent driving control. At the same time, the vehicle is equipped with 1.5T strong power, matching the German Getrag 6DCT wet dual-clutch automatic transmission, transmission efficiency of 97%, to achieve the leading surging power of the same level, can fully meet the young people's pursuit of control and power.
80,000-level intelligent driving popularizers have the strength to keep pace with the times
What young people need is not a driving machine without emotion, but a car that is fun and understands them. Yixuan is equipped with WindLink X artificial intelligence car machine system, which supports the trendy experience of full-scene voice vehicle control and mobile phone interconnection, which can realize voice control vehicle air conditioning, navigation, telephone, sunroof, multimedia, and can also "merge two" mobile phones and car machines, easily play with various mobile phone applications on the car machine system, and subvert the boring traditional way of using cars.
In the fast-paced modern life, young people face pressure from all sides, security has become a scarce commodity, and Yi Xuan can become the source of their security. Yixuan has L2+ intelligent driving assistance system, integrated automatic emergency braking system, full speed adaptive cruise system and other mainstream auxiliary functions, becoming the first 80,000-level intelligent driving popularizer, which can not only bring a more relaxed driving experience, but also significantly improve driving safety.
80,000-class five-star safety car, safety can withstand the test
In the crash test of C-NCAP, Yi Xuan obtained the highest five-star safety evaluation with excellent safety, becoming the first and only five-star safety sedan (the highest level) in the 80,000-level family car, and the safety can withstand the test.
Ultra-low car purchase cost, easy to start and refuse to be a "car slave"
Young people who are just starting out often do not have a solid economic foundation, and in the matter of car purchase and car maintenance, they naturally pursue the principle of doing what they can. YiXuan's starting price is as low as "6 characters", the minimum only 888 yuan can be packaged with a tax package insurance loan to open home, and the monthly payment is only more than 2,000, even young people who have just entered the society can easily have it.
Yixuan's comprehensive fuel consumption is as low as 5.6L/100km, and its fuel economy is leading the same level, which can hedge the pressure of car maintenance brought by rising oil prices to the owner to a certain extent. Moreover, Yixuan provided the first car owner with a super long warranty with unlimited mileage for ten years, which greatly reduced the cost of maintenance in the later stage and completely eliminated the worries of the owner.
Guided by the car purchase needs of young people, Dongfeng Fengshen continues to optimize product strategies, concentrates on polishing high-quality products, brings a large number of excellent products to the young market, and successfully establishes a strong market position of Dongfeng Fengshen.