The SUV market has always been the most competitive auto market in China, so this market has also gathered many strong "players", which has also made the SUV market appear two characteristics, one is homogeneous, the other is the inner volume. This not only sets a higher threshold for product quality, but also puts forward higher requirements for the systematic operation ability of the entire enterprise.
In a market with such obvious differentiation, it is not easy to break through, want to break the game, and want to create a "blockbuster" SUV. On March 28, the "wide-body high-energy pioneer SUV" Jiangling Ford Lingrui was officially launched. As an "innovation pioneer", Jiangling Ford Lingrui has won the recognition of consumers with its precise control of the market and perfect marketing strategy. It is reported that the Jiangling Ford Lingrui, which has been listed for more than half a month, has ordered more than 5,000 units, which is remarkable in the entire downward automobile market.
So how did Jiangling Ford Lingrui, who was given the "challenger", achieve such results?
| Accurately grasp the market, the product is the key
Looking at the Chinese auto market, with the continuous upgrading of consumption, Gen Z, who represents young people, has gradually become the main force in the auto market, in their eyes, the car is not only a simple means of transportation, but also a moving space with emotional feelings.
As the latest achievement of Ford's China 2.0 strategy, why can Jiangling Ford Lingrui win the hearts of consumers? In the view of Huanqiu Automobile, "innovation" and "challenge" are the core characteristics of Jiangling Ford Lingrui. Nowadays, the "new car" has fully entered the 2.0 era, of which the momentum of new energy vehicles is booming, but what kind of product can be regarded as a "new car", the market does not have an accurate answer, intelligent, young has never been synonymous with electric vehicles. Automobile electrification is a major trend, but from the current car ownership and the consumption habits of most users, electric vehicles can not replace fuel vehicles for the time being, not to mention, fuel vehicle enthusiasts are not a minority.
In the face of a new era, it is necessary to establish a new coordinate. Jiangling Ford Lingrui is in such a market environment, to create a very characteristic of the times of the product.
First of all, thanks to Ford China's "potential energy aesthetics" design concept, Jiangling Ford Lingrui adopted the only "wide-body design" in the same class. This also makes it not only have a long wheelbase of 2726mm, but also the widest body of its class at 1935mm, showing a powerful aura and tension that a mid-size SUV has never had before. The best-in-class 117mm of knee space and 295mm of aisle space provide an extraordinary sense of comfort. The more than 20 ingenious storage spaces in the car can be expanded up to 1422L of luggage space, so that all kinds of objects can be easily stored to meet the travel needs of multiple scenarios.
Nowadays, people pay more and more attention to the quality of cars, not only the cars of the new era have a beautiful appearance, but more of the new car experience brought by intelligence, which is also the reason why the new forces of car manufacturing are sought after by the majority of consumers.
In terms of the intelligent design of Lingrui. Double 12.3-inch suspension integrated smart interface screen is more conspicuous, in line with the current Z generation of young people for intelligent cars yearning, at the same time, the use of Tencent's latest generation of TAI4.0 intelligent car machine system, built-in more than 100 scene applications covering all aspects of travel life, not only with the new forces of the car,to achieve remote OTA upgrades, but also support WeChat one-click start, AR real-life navigation, intelligent speech recognition, mobile APP remote control and many other black technologies. In the world of Jiangling Ford Lingrui, cars are not only intelligent, but also intelligent.
In addition, Jiangling Ford Lingrui is also equipped with the Ford Co-Pilot360 Intelligent Driving Assistance System, which includes cutting-edge technologies such as LRAS Track Reversing, DCLC Intelligent Lane Change Assist, and APA 5.0 Fusion Vision Automatic Parking to unlock new ways of travel. The unique car network intelligent child safety seat interaction system at the same level is undoubtedly a gospel for multi-child families, so that Bao Dad and Bao Mom can no longer worry about traveling with their babies.
Of course, to be the perfect vehicle for Gen Z, speed is an indispensable and important factor. In terms of power, Jiangling Ford Lingrui is equipped with Ford high-performance EcoBoost170 engine, using Honeywell small inertia high-speed turbocharger, effectively improving the intake efficiency, the maximum power of 125kW, peak torque of 260N·m, whether it is daily commuting, or holiday travel, Jiangling Ford Lingrui can walk away. At the same time, with a transmission efficiency of up to 97%, the third-generation Magna wet 7DCT dual-clutch transmission has achieved a perfect combination of strong performance and low fuel consumption in today's "special period" of sudden rise and fall in oil prices.
Not only is the speed at hand, but safety is also in mind. Jiangling Ford Lingrui adopts 1500MPa high-strength thermoformed boron steel to fully ensure the rigidity of the body; 6 airbags give all-round protection to the whole car. In addition, the blind spot of the front and lower vision of Jiangling Ford Lingrui has achieved 6.4 degrees of leading in the same class, which means that the driver has a wider field of vision and is naturally more at ease.
We often talk about innovation, because this is the new requirements brought to the market by the new era, and it is also an inexhaustible driving force for enterprises to move upwards, but there are few "challengers" like Jiangling Ford Technology in the market, as one of the few intelligent products of fuel vehicles, it breaks the inherent pattern of the market and injects fresh power into the market. At the same time, the combination of wide-body design, pioneering technology, high-energy quality of the three core advantages in one, in the SUV market with such a serious coil can naturally stand out, and this is also the key to Jiangling Ford Lingrui accurately grasp the market and win the recognition of users.
Under the concept of "more Ford, more China", Jiangling Ford Lingrui is all-round for users. In order to better narrow the distance with consumers, Jiangling Ford Technology industry pioneered the Family Space Home Space Ford Experience Store, redefining the passenger car consumption service scenario. Up to now, there are more than 180 Family Spaces in more than 150 cities across the country. In addition, Based on user insights, Jiangling Ford has also comprehensively upgraded the "Always-on" user experience plan through customer experience process upgrades, online virtual malls, diversified retail terminals, etc., to achieve meticulous and thoughtful seamless care for each user.
| The new marketing is about "finding" who
Jiangling Ford Lingrui brand close friend, architectural designer Shuhei Aoyama
Today, new cars have entered the 2.0 era, and 100 needs of 100 consumers. In this diversified automobile market, there is also a diversified car buying trend, how to bring users a high-value experience? How to make the product really go to the life of consumers? This is a question that major car companies are pondering.
It is not difficult to find that the fundamental reason why the gradually rising new car-making forces are sought after is that new marketing ideas have brought better choices to consumers.
Jiangling Ford Lingrui product spokesperson Su Jianxin
As a "new force" in the field of passenger cars, Jiangling Ford Lingrui from the first appearance at last year's Guangzhou Auto Show to the exhibition car to the store, from the opening of pre-sale on February 14 to the launch of the fine collar type on March 14, and then to the listing below the pre-price on March 28. This is inseparable from the forward-looking vision of Xiang Jinping, the helmsman of Jiangling Ford Technology, as a marketing veteran who has served foreign capital, joint ventures and independent brands, Xiangdongping is full of natural experience and gives Lingrui a new marketing idea.
President of Jiangling Ford Automotive Technology (Shanghai) Co., Ltd. Xiang Dongping
In the current automotive era, the market is forming a new consensus: successful marketing is never to "please" anyone, but to "find" who. What Jiangling Ford Technology needs is not just to create momentum, but to enter the hearts of young family consumers. This also seems to be the core grip of the sales volume of 5,000 units in the first half month of listing.
People always say that wine is not afraid of deep alleys, but in the era of mixed cars, many products and brands have not even reached the mouth of the alley. On the other hand, Lingrui, together with Su Mixin, who sings the song into the hearts of young people, Jian Hongyi, who stirs the heartstrings of young people with notes, and Zhouping Aoyama, who uses design to penetrate deep into the hearts of young people, amazes the world, everything revolves around young people, but it is so fresh and unworldly.
Olympic champion Angie Xu
Fencing International athlete Sun Wei
The cross-border cooperation with fencing international athlete Sun Wei, Olympic champion Xu Anqi and fencer Zhang Yu once again highlights the soul of Lingrui. Fencing, as a synonym for momentum and beauty, also echoes with Jiangling Ford Lingrui, challenging the strongest pattern of SUVs with its unique design aesthetics, strong aura support, strong power and ultra-wide space, and youth and challenge are synonymous with Jiangling Ford Lingrui.
Indeed, there is no restriction between brands, and a more all-encompassing, more accurate and direct brand has the characteristics of a new era car. They are not only the integrators of brand cross-border, but also the witnesses of brand upward mobility.
Xiang Dongping's unique vision and taste have allowed Lingrui to find his own fans, and also allowed consumers to find Lingrui that suits them.
Conclusion: As Xiang Dongping, President of Jiangling Ford Automotive Technology (Shanghai) Co., Ltd., said at the launch conference of Lingrui: "We challenge the limitations of space to create a leading American wide space and comfortable experience; we challenge the integration of intelligent technology and the essence of human nature, so that forward-looking and innovative digital mobile terminals are within reach." With the most competitive and sincere products, we will create a young new Ford that is china's cutting-edge and beloved. ”
Although we have been talking about the product is the lifeblood of a brand, in this chaotic era, under the product, the importance of accurate and healthy brand image for the enterprise is even more precious.
"Auto Dealer Daily" believes that a good image construction needs the right people, marketing can be a variety of things, but compared to the exciting scene, how to achieve marketing "put out, receive back", compared to other marketing in the automotive circle for a period of time, what we see is that everything about Lingrui can return to Lingrui. This is one of the core reasons why Lingrui can become a "phenomenon" to challenge other competitors in the market.