2022 is not a smooth year for the international auto market, and repeated epidemics and deterioration of the international environment have led to more severe problems such as lack of cores, insufficient parts, and production capacity in the automotive industry. However, in the context of the general depression of the global auto market, the Chinese auto market still withstood this pressure, according to the data of the China Automobile Association, from January to February, the production and sales of the mainland automotive industry remained stable overall, although the production and sales fell month-on-month, but the year-on-year increase was 8.8% and 7.5% respectively.
Looking at the domestic auto market, the most dazzling sales performance in the independent camp is dongfeng fengshen. On the last day of March, Dongfeng Fengshen released sales data for the first quarter of 2022: its car sales reached 15,711 units in March, an increase of 123% year-on-year; total car sales in the first quarter reached 45,889 units, an increase of 165% year-on-year.
This rather eye-catching sales data also represents that Dongfeng Fengshen has ushered in the best sales month (March) and quarter in history, and the sales volume in the first quarter of 2022 has even exceeded its sales in the first half of last year. Since the beginning of 2021, the development momentum of Dongfeng Fengshen can almost be expressed in eight words: headwind overturning, singing all the way. After its successful "counterattack" with a year-on-year increase in sales of up to 73% last year, this year's Dongfeng Fengshen took advantage of the victory and emerged with excellent results in the fierce competition of its own brands, successfully achieving a "good start".
Looking back at the leapfrog progress of Dongfeng Fengshen over the past year or so, it is inseparable from three major factors:
First, for young people, the brand positioning is clear. After clarifying the fact that the main force of consumption in the current automobile market is gradually younger, Dongfeng Fengshen quickly adjusted its strategic layout and focused on "young" models. According to the official statistics of Dongfeng Fengshen, the yixuan family accounted for 51.3% of the sales volume in the first quarter, whether it is called "the first sports coupe for young people", the cost-effective Yixuan, or the "track-level wide-body family car" Yixuan MAX launched for young dads, or the Yixuan GS, which is committed to the female market and is known as "the exquisite SUV that understands women", Each member of the Yixuan family has shown strong market competitiveness in its market segment.
Second, backed by Dongfeng Motor, the self-research strength has suddenly improved and is widely recognized by consumers. As a domestic veteran car giant, Dongfeng Motor not only strictly controls the quality of its products, but also runs on the road driven by innovation, and the concrete embodiment of Dongfeng Fengshen is its independently developed Mach power brand. Since competing in ctcc events in 2019, the Dongfeng Fengshen Yixuan team has been singing all the way forward, and it has won a total of 22 event trophies last year, which is why the Mach power system for the track has attracted much attention.
Equipped with a Mach-powered 1.5T engine, the Yixuan MAX has a maximum power of 140kW and a maximum torque of 300N·m, and its strength has been firmly in the forefront of the same class. Not only that, the Mach-powered models have also achieved energy saving and emission reduction, and the fuel saving advantages are obvious. Especially since the beginning of 2022, domestic oil prices have been raised several times, "fuel saving" has become a major standard for many people to buy cars, and Yixuan MAX equipped with Mach Power won the China Ecological Automobile Platinum Certification in the "China Ecological Automobile Certification" last year, which is also the highest honor of the project.
Third, adhering to the service first, strength to win the hearts and minds of the people. Dongfeng Fengshen is a humanized brand with temperature, and its "C-bit service plan" is jokingly called "Chequan Haidilao" by fans, and its service has always been famous for its comprehensive, meticulous and thoughtful. In addition, Dongfeng Fengshen is also very concerned about people's spiritual world and mental health. Since the first quarter, the severity of the epidemic has brought great anxiety to users and the industry, Dongfeng Fengshen not only provided car owners with psychological evaluation, 7 * 24 hours free psychological counseling hotline and professional psychological counseling and other services, its general manager Ding Shaobin also issued to all dealers on March 31 "Unity of Purpose to Overcome Difficulties - A Letter to All Dealers partners of Dongfeng Fengshen", in this era of "service is king", Dongfeng Fengshen showed his humanistic care with practical actions. It is no wonder that it can win the love of consumers.
Write at the end
2022 for major car companies, will still be a special year, under the dual pressure of the epidemic and the international situation, the production capacity problem is still severe, only the accumulation of excellent strength, in order to persevere in the storm of the market. In such a challenging environment, the story of the grass boat borrowing arrows will only happen to the "prepared car companies", and obviously, the Dongfeng Fengshen has waited for the "Dongfeng" that is exclusive to it.