Wen\Wei WuXian
This year, don't rub some hot spots, play with some concepts, your products are really not necessarily hot. But the problem is that if the product and brand are not recognized, even if you play more "flower work", it may not help, and even end up with the suspicion of "sensationalism".
Take the Mach version of the Fengshen AX7 previously launched by Dongfeng Fengshen, which was known as a "road rocket" before it was listed, with excellent performance as the main selling point, and expected to achieve good sales results.
However, the sales performance of the Mach version of the Fengshen AX7 is not optimistic, data from the Association of Automobiles show that the sales of the Fengshen AX7 in March this year were only 1811 vehicles, compared with the 2721 sales in February, the cumulative sales of the AX7 in the first quarter of this year have not yet exceeded 10,000, the average monthly sales volume is only 3000 units, perhaps compared with the previous sales of the Fengshen, such achievements are barely justified, but if compared with the real first-line independent SUVs such as Haval H6, Changan CS75, Geely Boyue, etc., The monthly sales of 3000 are actually not worth mentioning.
Probably from the marketing of the AX7 Mach version of the taste of "sweetness", under the leadership of Fengshen Marketing General Manager Li Jinnan, the new medium-sized SUV Fengshen Haoji was officially unveiled a few days ago, and was also known as the "compact SUV terminator".
As a new medium-sized SUV launched by Fengshen, Haoji adopts a large-mouth forward grille and is equipped with a split headlamp, which looks good impact and is matched with a silver lower guard plate, which highlights the sense of sport. Of course, some netizens pointed out that the new car hit the face of the silver label Wuling Star and CS75PLUS in appearance, and the high-end sense is not strong.
△ Haoji
CS75PLUS
△ Five-five Lingchen
Body side, the new car waist line involves more sharp, double five-spoke sports wheels and suspension roof are also decent, the new car length of 4720mm, wheelbase 2825mm, positioned in the medium SUV, in space is indeed larger than the compact SUV, if the price is located in the compact SUV range, grab the compact SUV market is still drama.
As for the rear of the body, it is similar to the Mach version of the AX7, the overall design is relatively simple, and the through-type taillights run through it to increase the visual width of the vehicle. In fact, such designs have been widely adopted, and they are not amazing.
The new car is equipped with a Mach power 1.5T engine, the maximum power is claimed to be up to 150kW, the peak torque is 305Nm, the book data is stronger than the 1.5T engine on the Mach version of the AX7, and the gearbox is a 7-speed dual-clutch transmission. In the domestic market, the reputation of the dual-clutch transmission is not good, but due to cost and technical factors, most of the autonomous models use DCT transmissions. In addition, the new car will also be available in a hybrid version.
In addition, the new car is also equipped with a new generation of WindLink car engine system, and launched a virtual character to name it "Hao Sister", known as Haoji intelligent car machine butler and Dongfeng Fengshenyuan universe community housekeeper. In fact, what is the metaverse, what are its landing scenes, I'm afraid Zuckerberg has not yet figured out, although Haoji rubbed on the hot spot of the "metacosm", but more is just a gimmick.
Since the new car has not been listed, we do not have much information about the specific configuration of Haoji, but from the current product performance, the new car may also face the fate of "thunder and rain" like "highway rocket".
First of all, from the appearance of the face, although rubbed on the "meta-universe" hot spot, and known as Haoji is from the "meta-universe" design, but in terms of actual sensory, the appearance of the new car is not amazing, and the collision face of Changan and Wuling makes the so-called "meta-universe" appear unworthy of its name.
Secondly, compared with the design and marketing of products, the quality of products is the key to capturing the mental share of consumers. The product is the ship, the marketing is the sail, although the Current Dongfeng Fengshen is doing a good job in publicity and marketing, but there is still room for improvement in the quality of the product.
Taking the Fengshen AX7 as an example, the complaints of new cars on the third-party website vehicle quality network are not small, including engine shaking, transmission setbacks, steering system failures, audio-visual system failures and so on. Even the Mach version of the AX7, which is not high in sales, has been subjected to consumer complaints and questions about its quality. Coupled with the previous example of AX7 bending of the A-pillar in the crash test of the China Insurance Research Institute, the example of bad evaluation was in the front, which made consumers lose confidence in the quality of Dongfeng Fengshen. As a product known as the "compact SUV terminator", how is the quality performance of Haoji? Obviously, further testing by the market is still needed.
Again, Haoji and AX7 may have a certain conflict. Although one is a medium-sized SUV, a compact SUV, but haoji's title of "compact SUV terminator" is obviously not only to take Haval H6, Changan CS75PLUS, Geely Boyue, Tiggo 8 and other models as false competitors, its own brother, the same compact SUV Fengshen AX7 will obviously be impacted, facing the fate of competing for jobs, as to how to reduce this conflict to the minimum, it will test Li Jinnan's business wisdom.
Write at the end:
The product is the ship, marketing is the sail, Haoji rubbed on the "meta-universe" hot spot on the marketing of course attracted the attention of some people, but whether it can sell well depends on how the product performs, how the quality is word of mouth, how cost-effective, the so-called "compact SUV terminator" is real or grandstanding, the market will give the answer, we will continue to pay attention.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Wei Wuxian, and the reprint should indicate the source)