Recently, some netizens left a message to the editor, wanting us to talk about some views on the popular T5 EVO heat wave version. Our evaluation of this new car is only four words: indescribable.
When the "Wind Riding Plan" of Dongfeng Wind appeared with the new Jinshi logo logo, the outside world had great expectations for the re-enactment of "Wind Speed". But a year later, in addition to the controversial appearance and logo "touching porcelain", the youthfulness of the popularity is stretched. A simple truth is that youth is not only floating on the surface of the product, but also in the value and connotation conveyed by a product. At this point, there is still a lot of way to go.
On March 21, 2021, Dongfeng Fengxing T5 EVO was officially launched. Since the beginning of the pre-sale, the popular T5 EVO at that time has received 28,000 orders across the country, and the basic people who are cutting hands faster are the young groups in Jiangsu, Zhejiang, Shanghai, North, Shang, Guangzhou, and Shenzhen. There is a saying that Dongfeng, which started with MPV, can suddenly come up with a model that is so jumpy, which is indeed impressive. As the general manager of the passenger car sales company of Dongfeng Liuzhou Automobile Co., Ltd., Zeng Qinglin at that time also firmly believed in "concentrating on doing a good job in the T5 EVO".
Change is unfolding quietly, and from a product level, the popular T5 EVO is indeed one step closer to young consumers, but it is only that. Throughout 2021, the cumulative sales of the Fengxing T5 EVO were only 47,027 units, equivalent to an average sales of about 4,000 vehicles. This achievement is only enough to maintain a basic life, the gap from the explosion, the popular T5 EVO is still 1/5 of the Haval H6, Changan CS75, Geely Boyue.
Perhaps it is to see the tepid T5 EVO of the wind, after a year, the hot wave version of the popular T5 EVO, which is positioned as a "national wind and hot blood car", is officially listed. The gimmick is there, what about the product power?
The difference between the Fengxing T5 EVO Heatwave Edition and the 2021 Fengxing T5 EVO is not large, except for the innocuous adjustment of the body size, the other is just the addition of some sports kits. As for the configuration, there is basically no change between the heatwave version and the normal version. In terms of price, the 2022 popular T5 EVO heat wave has increased by 0.5 million yuan in price compared with the 2021 version with the same configuration, but this is not much attractive to increasingly mature consumers.
The remaining power, the Fengxing T5 EVO heatwave version is still equipped with the Mitsubishi 4A95TD 1.5T engine, the maximum power of 145kW, peak torque of 285Nm, and the same engine in the 2020 Southeast DX7 has long been installed. As for the dual-clutch transmission, it also makes many old drivers "smell discolored", that is to say, the core transmission system of the T5 EVO heatwave version of the fengxing T5 is not outstanding.
Car world viewpoint
Brands often carry out youthful transformation in order to impress young people and seize young user groups, which sounds reasonable, but not all brands and all industries need to be young, and rejuvenation may not be able to solve the business problems faced by brands.
For brands, the premise of brand rejuvenation is to confirm whether their brand needs to be younger. What are the business problems that need to be addressed to restore rejuvenation? Rejuvenation is only the surface of the brand strategy, and the core is still the brand's commercial attractiveness in the new internal and external environment.
Externally, users may only see packaging renewal and user topic dissemination actions, but the business issue to be solved behind this set of communication actions is: how to make the brand's new products increase the product premium. Finally, I can only say that with the gorgeous and mysterious play concept of its watch, the popular T5 EVO heatwave version is really insincere!