Lead Writer | Strong boy
Edit | Little crooked
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"Talk less, do more, pay attention to hard work" seems to be the characteristics of all Fujian enterprises, because whether it is the gorgeous advertisements that appeared on TV in the past, or the Internet era of today's information explosion, in the overwhelming advertising and marketing events, we rarely see the figure of Fujian enterprises/brands, but this does not mean that they will be weaker in their respective industries.
Taking the automotive industry where the author is located as an example, the automobile brand from Fujian - Southeast Automobile, in the 2021 China Vehicle Reliability Research Report released by J.D. Power in 2021, it ranks third in the position of its own brand, ranking first only the domestic luxury brand Hongqi, and the high-end brand WEY (Wei brand) of the Great Wall, while MG, Chery, Lynk & Co and other independent manufacturers can only rank behind Southeast Automobile. It can be seen that in terms of product reliability, Southeast Automobile is still the leader among its own brands.
But objectively speaking, in recent years, whether it is the brand volume or market sales, Southeast Automobile is indeed much weaker than its peak. But a momentary backwardness does not prove anything, the fierce competition in the Chinese car market has always been a marathon, you can not only get a temporary lead, but also because of a mistake and fall to the end of the team, never a real, all-you-can-eat winner. Therefore, for Southeast Automobile, the silence of these years may be for the accumulation of thick and thin hair later.
Gather strength and start over
Since its establishment in November 1995, Southeast Automobile has been working hard in the Chinese auto market for more than 26 years, starting with a commercial vehicle Delica, and soon achieved the second position in the country's sales. After that, Southeast Automobile cooperated with Japan's Mitsubishi to launch star models with good reputation and sales such as Gelan, Lanser, and Wing God, ushering in the peak of the second wave of development.
With the time to 2015, under the concept of southeast automobile adhering to original design and positive research and development, southeast DX series models came out, and they quickly won the welcome of domestic consumers with their good product strength and excellent original design. As a result, Southeast Automobile ushered in the peak of the third wave of development, and the brand sales exceeded 150,000 units for the first time in 2017.
On December 9, 2021, southeast automobile "Huanyi" renewal meeting was held in Fuzhou, the base camp. The most important thing in this renovation is that Southeast Automobile has carried out equity reform work under the leadership of Fuzhou Municipal Government and Fuqi Group. At the same time, with the full support of the four major shareholders, including Fuqi Group and Taiwan Zhonghua Automobile, it means that in the future, Southeast Automobile will be able to better integrate territorial resources, strive for territorial support and enhance strategic synergy capabilities.
In addition, the three shareholders of Fujian Province, Fuzhou City and Minhou County have increased their capital to Southeast Automobile by 2 billion yuan, and will increase their capital investment and resource tilt in the future, which means that Southeast Automobile will not only solve the problem of funds, but also receive assistance in product research and development, brand marketing services and sales channel network construction.
As we all know, new energy vehicles are now the trend of the times, and Southeast Automobile will also be based on the "electric Fujian" development strategy, based on China's Southeast Automobile City, and continue to increase the transformation efforts. At present, Southeast Automobile has carried out a number of new energy cooperation projects, and has contacted many enterprises in the industry to explore the possibility of cooperation around the two major levels of products and capital.
Mr. Chen Wenhao, chairman of Southeast Motor, also admitted that "although Southeast Automobile is a traditional car company, it has always paid attention to the new car-making forces that have been prominently encircled in recent years, and is quite interested in the new marketing concepts and models of their user ecosystem." The implication of this remark is actually not difficult to understand, and Southeast Automobile will also make positive adjustments at the brand service level in the future, with the intention of bringing users a more intimate service experience.
After years of silence, at the end of 2021, Southeast Automobile set sail again, showing a positive side, perhaps just like the new product logo released at the "HuanYi" renewal meeting, which indicates that the newly renewed Southeast Automobile will spread its wings and strive to return to the mainstream track of the Chinese auto market.
DX9 pilot, three vehicles at the same time
As the first model after the renewal of the Southeast Automobile brand, it is also the brand's flagship model of the Southeast DX9, it is based on a new scene concept design, positioned as a B-class SMV that is, "SUV + MPV", as the name suggests, the new car will be SUV's high passability, off-road advantages and MPV's wide space, multi-seat layout effectively combined, which also means that the new car has a broader use scenario than the conventional SUV model, can cover the family travel, business reception and other diversified car use scenarios.
Specifically, thanks to the excellent body size of the Southeast DX9, coupled with the 400mm ultra-long adjustable rail equipped with the second row of seats in the car, the interior space layout can be adjusted in real time according to the needs of use. It is worth mentioning that after reclining the second and third rows of seats, the new car can also get a two-meter-long flat space, which means that the family can get a space experience comparable to a motorhome, and the practicality is excellent.
In addition, the vehicle design language of the Southeast DX9 is also renewed, the blackened style spindle-shaped grid grid on the front face, with the sharp LED headlight group on both sides, the matrix four-point fog light group, and then supplemented by the embellishment of chrome decorative parts, the exquisite feeling of the entire front of the car is spontaneous, and at the same time, it is also well reflected in the sports temperament. The lines on the side of the vehicle are horizontal and vertical, and under the blessing of the leading body size of the same level, the strong aura of the whole vehicle naturally spreads, coupled with the suspension roof design, and the 19-inch multi-width wheels, the southeast DX9 Has an excellent appearance and texture at the same time, which is also in line with the aesthetic orientation of the younger generation of consumers.
Different from the Southeast DX9, another fuel vehicle unveiled that night, the Southeast N7 is positioned as a new A-class SUV CROSS, and the exterior design of the new car is also very dynamic, because it is mainly for the tide youth, and retains the space convenience advantages of the traditional SUV, that is to say, the new car has both personality and practical attributes.
In the Southeast DX9 and Southeast N7, we can see that the southeast automobile after the brand renewal is very rich and clear in the new product matrix, and the product performance of the two main models is more balanced, there is no obvious shortcoming, so it can meet the car purchase needs of consumers of multiple classes and different ages.
Finally, although the real car did not come to the scene, but with the electrification trend swept through the entire Chinese car market, Southeast Automobile also showed us its latest achievements in the field of electric intelligence, based on the new pure electric platform to create the Southeast A7, the new owner is playing the concept of "worry-free smart sharing", which is intended to bring users a long endurance performance without mileage anxiety, excellent intelligent technology experience and spacious interior space, and these will be based on the new pure electric platform of Southeast Automobile's new pure electric platform.
Write at the end
It is not difficult to see that in the resume of Southeast Automobile's establishment for more than 26 years, it has encountered many setbacks, but it can always be adjusted in time every time, and then continue to provide high reliability and strong products for the Chinese people in the Chinese car market, which is also the core quality that runs through the entire southeast automobile career cycle. Therefore, with the advent of the era of pure electricity, the current intensification of the volume in china's car market, the accumulation of strength, the re-departure of the southeast car, and what kind of vehicle products will be brought, and what kind of high-quality car experience will be given to users, which is also more exciting.
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