Author/Corporate Contribution
Dongfeng Fengshen sold 15,711 vehicles in March, an increase of 123% year-on-year, the best March in history. From January to March, 45,889 vehicles were sold in the whole quarter, an increase of 165% year-on-year, surpassing the total sales volume in the first half of 2021 and hitting the best quarter in history. This achievement is not easy to come by, is affected by the repeated epidemic and lack of core, the factory has repeatedly adjusted production, reduced production, and many dealers in many places have closed and closed their businesses.
Focusing on the higher sales target of 200,000 vehicles for the whole year, Dongfeng Fengshen believes that it is necessary to further unite all dealers and partners, and also work together to overcome difficulties and work hard. Dongfeng Fengshen's continuous efforts and focus on the technical track, as well as the introduction of young products, have obvious effects on strengthening the brand momentum and increasing sales.
Half of the country, the Yixuan family is highly sought after
The sales structure in the first quarter shows that while the new AX7 Mach version and the new energy model E70 continue to contribute, the sales volume of the Yixuan family accounts for 51.3%, and the sales contribution of half of the country has obviously become the main force of Fengshen to seize the market. Yixuan family has developed into a complete car series composed of Yixuan, Yixuan GS, Yixuan MAX and Dark Night Yixuan MAX, each model has a more accurate and clear customer group positioning, and differentiation meets the diversified car purchase needs of consumers.
【November 14th Yixuan family new outfit launch】
As the flagship of Dongfeng Fengshen, Yixuan MAX integrates home and sports, gets on the track and down the street, and its product attribute of "treating yourself well and treating your family generously" continues to heat up in the home car market; and Yixuan MAX comes from the same platform as Yixuan MAX, because of the original track kit, strengthens the sports style, further highlights the youthfulness, enrichment and meets the personalized needs.
【YiXuan MAX】
Positioned as "the sports coupe of young people", Yi Xuan has multiple product advantages such as outstanding control tuning, powerful intelligent technology and five-star safety, and has become a rare quality choice in the 80,000-level market segment with an ultra-low loan purchase threshold of 888 yuan. According to the survey and analysis of professional data, Yi Xuan is especially popular among the people who graduated from College within 5 years of graduation.
【Yi Xuan】
Yixuan GS has become the new favorite of the "her economy" era with its exquisite appearance and excellent quality, and has gradually become a delicate SUV that understands female users in seconds, and is deeply loved by exquisite women.
【Yixuan GS】
Technology empowers, and Fengshen continues to accelerate
In addition to caring for and attracting customers through the soft power of the "C-bit service plan", Dongfeng Mach Power Technology is gradually becoming the hard-core strength and key magic weapon to arm dongfeng Fengshen's star models to "go out of the circle". Mach power set "extremely fast, extremely economical, extremely quiet, extremely harsh" four advantages, Mach dual engine has successfully won the "China Heart Top Ten Engines". In the 2021 CTCC China AutoMotive Venues Professional League, the pinnacle showdown between Mach Power and Blue Whale Power has become an industry story so far. With the empowerment of Mach power technology, Dongfeng Fengshen has won the CTCC annual championship for two consecutive years, which undoubtedly brings a new word-of-mouth legend to the Dongfeng Fengshen brand and products.
【Dongfeng Mach power diagram】
Whether it is its 1.5T engine or MHD hybrid system, Mach Power has achieved a perfect balance of power and economy, which fully meets the power demand while effectively reducing the cost of the car. At the moment of high oil prices, this power technology is more windy and adds a lot of points, and the best-selling products are visible to the naked eye.
Overcome the difficulties of the times, and the wind god "warms" people's hearts
Since the first quarter, the national epidemic prevention and control has continued to run at a high level, and the rapid spread of the Omicron variant has made the prevention and control situation still severe and complex, coupled with the supply impact of chip shortage, industry dealers are generally anxious. Dongfeng Fengshen, as a loving brand, chose to stand with the majority of dealers at a time of crisis.
On March 31, Ding Shaobin, general manager of Dongfeng Fengshen, issued a letter to all dealers "Working together to overcome difficulties - a letter to all dealers and partners of Dongfeng Fengshen", saying that they should protect each dealer partner with the greatest sense of social responsibility. The general manager cordially greeted the dealers and tailored four targeted measures to help cope with the market and seize opportunities. The four measures include exempting the assessment and allowing retail vehicles to directly enjoy 100% of the support; flexibly adjusting the financial products of the package loan in response to terminal demand; giving the distressed dealers a full month of Dongcai tripartite extension support or even discount support due to different circumstances of the epidemic; ensuring stable supply and reasonable inventory under the condition of limited resources, and refusing to press the warehouse.
"Dongfeng Fengshen's policy is the most comprehensive, thoughtful and intimate", "I am really touched to hear such a policy, and I am especially grateful to Dongfeng Fengshen!" Dong Gefei, chairman of Dongfeng Fengshen Changchun Zhongji Exhibition and Aviation Store, who has operated multiple brands in Dongfeng for more than ten years, compared the policies of other brand manufacturers in the same city under the severe epidemic. Dongfeng Fengshen's care and policy support have significantly enhanced her confidence in facing the difficulties brought about by the epidemic.
Dongfeng Fengshen Jiaxing Jintai store, because of its close proximity to Shanghai and deeply affected by the current round of epidemic, as a large store investor in East China's growth rate and scale, Yang Xiao recently received a telephone condolence and policy research inquiry from general manager Ding Shaobin. In the shortest possible time to receive the fastest policy adjustment of the manufacturer, Yang Xiao was very excited, "Dongfeng Fengshen's heart-warming policy is enough to warm all dealers, especially the support of dongcai tripartite exhibition and discount, but also to give us such a big purchase dealer to eat a big reassuring pill!" As a dealer newly transferred from other brands, he has a deep understanding of the wind god, "I feel that the wind god is not like the party A who is high above, the policy is very timely, very sincere, not retreating, it is a brand with temperature and morality, and there is an unprecedented sense of solidity with the wind god, very assured!" The similar reaction of the two investors clearly formed a consensus in the group chat of many other dealers, believing that fengshen can overcome difficulties with dealers, warm people's hearts, and stabilize people's hearts.
The plan of the year is spring. Happy endings often begin with a beautiful start. There is reason to believe that with the boost of dealers and partners' confidence, the gathering of people's hearts, the empowerment of technology, the collection of family-style fist products, the upcoming debut of the new SUV Haoji, etc., the Dongfeng Fengshen who created the "best quarter in history" will continue this spirit and create good results and miracles!
This article was originally produced by Automotive Business Review
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