With the post-90s and post-95s "Z generation" gradually entering the army of car buyers, their criteria and attitudes for car selection are very different from the past.
The youth of the consumer group requires the brand to keep pace with the times. How to play with young people has become a homework that brands need to do.
At this point, the "evergreen tree" of china's auto market, the Geely Emgrand family, gives a good example.
On April 12, Emgrand S Crossover Player Edition was officially listed, and the official guidance price was 89,900 yuan. At the same time, for young users, Geely has launched a series of luxurious gifts including 36 periods of 0 interest and a maximum discount of 7,000 yuan, further reducing the threshold for young people to buy a car.
At the press conference, nearly 100 Emgrand S users used the latest trend of tufting to jointly produce the "Crossover Players Welcome the Asian Games" tufting work with a length of 7m, a width of 2m and an area of 14 square meters, successfully challenging the world record of "the world's largest tufting work".
This is also the latest achievement of Geely's insistence on co-creation with users.
Bring your own fashion sparkle and open up a whole new imagination
From the beginning of the design, emgrand S crossover player version is guided by the needs of young users, integrates into the lifestyle of young people, and reflects Geely's user-centered thinking orientation. In the three major pieces of appearance, technology and control that young users are most concerned about, Emgrand S cross-border player version has given a very sincere solution and constantly caters to the preferences of more young people.
The first is the value of the face. The new color of "modern gray" highlights the small fresh style that young people like today. The eye-catching orange trim with the front grille, side skirts and other details constitutes a gray-orange contrast design, which has a strong sense of movement.
Entering the car, the new blue and white contrast design is a highlight of the Emgrand S crossover player version cockpit, and it is also the co-creation color scheme with the highest user voice and expectations, and the rich light luxury technology wind is more in line with the current trend of rejuvenation.
As a model tailored for the "Z generation", the Emgrand S crossover player version is naturally a proper "leading tide" in terms of intelligent configuration.
Emgrand S cross-border player version optimizes and adjusts the configuration structure according to the actual needs of the daily car of young users of Generation Z. The GKUI intelligent ecosystem equipped with the new car not only supports intelligent voice interaction, autoNavi real-time online navigation, OTA online upgrade and other rich functions, but also integrates Geely's unique strawberry music intelligent interaction system and intelligent driving scenario interaction system, which can not only realize the functions of exclusive greeting music, private customized driving background music, etc., but also has four humanized scenario interaction modes of "joyful movement, awakening, smoking, and parent-child", which can realize intelligent vehicle control with one key switching.
Of course, don't think that Gen Z is only focused on entertainment, they are also very concerned about the safety of vehicles. For this trend, Geely naturally knows it well.
Emgrand S crossover player version is equipped with highly practical safety features such as cruise control system, Bosch ESP 9.3 body stability control system, TPMS intelligent tire temperature tire pressure digital display system, reversing radar + reversing image with dynamic guidance line, EPB + AUTOHOLD automatic parking, etc., to ensure the safety of user travel in all dimensions. At the same time, emgrand S crossover player version is also equipped with antibacterial steering wheel, vehicle standard grade CN95 high-efficiency composite air conditioning filter and other configurations, to create a healthier and more comfortable intelligent and convenient driving experience for users.
Finally, there is the motivation. Emgrand S crossover player version is still equipped with a power combination of 1.4T turbo engine and 8CVT stepless transmission, with a maximum power of 104kW, a maximum torque of 235N·m, and a fuel consumption of only 5.9L/100km under comprehensive working conditions, which is both dynamic and fuel-efficient. For young users, it can be said that the control of fuel consumption is grasped with both hands.
Adhere to user co-creation, Geely pinch generation Z
The reason why emgrand S crossover player version is popular with young people is that in the final analysis, it is "co-creation".
With the Z generation of young people gradually become the main consumer force in the automobile market, they have a variety of personalities, have a special pursuit of high value, fashion technology, quality experience, etc., and constantly promote the development of cars to young, personalized and diversified.
Emgrand S is a fashion cross-border SUV created by Geely Automobile for the post-90s and post-95 Z generations, with a multi-functional model with both the driving control of a sedan and the high passability of suVs, in one step to meet the diverse needs of users. With the cross-border concept of high quality and youthfulness, it has accumulated more than 650,000 loyal "fans" in the past 6 years, becoming the pioneer representative of Geely's rejuvenation and the leader of the cross-border SUV market.
All along, Emgrand S insists on working with Generation Z users who have dreams, attitudes and dares to challenge to break through traditional boundaries and continue to innovate more cross-border gameplay, whether it is to create the world's largest tuft record this time, or to co-create a cross-border player version, so that users can passively accept and transform into active creation, and create a diversified and personalized high-value experience that is more in line with expectations.
In the future, Emgrand S and user co-creation will create more surprises and breakthroughs, and through user co-creation and user design, the follow-up will launch more new ways of playing such as limited car colors, exclusive car stickers, versatile wheels, private custom embroidery, etc., to further meet the "beautiful and interesting" quality life pursued by the young people of generation Z.
Kung Fu shoots
Building cars with user thinking is now a new battlefield opened up by car companies, and the stunning listing of emgrand S crossover player version has made people see the potential of the Emgrand family again.
In the future, in the competition for the Z generation group in units of hundreds of millions, models with user thinking and co-creation thinking, including Emgrand S, will continue to gain the love of more Z generation young people.