A "heat wave" hit

The T5 EVO heat wave will carry out rejuvenation to the end

Author | Zhen Yao

Edit | Lee Kwok-jeong

Produced by | Bangning Studio (gbngzs)

Every era has its own heat wave.

May Fourth Youth Day in 2022 is accompanied by a heat wave in the new era.

On the last day of April, in order to pay tribute to the "May Fourth Spirit", Dongfeng Fengxing launched the #Heatwave Youth Dare to Fight Forward #May Fourth Youth Day activity on major social media platforms, holding hands with the young generation who dare to explore and pursue the truth.

Looking back at the May Fourth Movement a hundred years ago, China's best young people woke up in the tempering of blood and fire, rose up to save the country, and made China rich and strong. They are admirable and worth learning from.

Looking around the present, although that era cannot be copied, the youth of the new era adhere to the eternal "May Fourth Spirit", walk towards the light, run, grow, create, change... This is the "post-90s" and "post-00s" wave in the new era.

A generation has the youth of a generation, and a generation has the responsibility of a generation. Realizing the great rejuvenation of the Chinese nation is a relay race. Whether it is the front wave or the back wave, it is the heat wave youth, who complete the inheritance of dreams and missions in the silent place.

This is the expectation of the times for young people, and it is also a new paradigm for Dongfeng Fengxing and HeatWave youth to empower each other, grow together and achieve each other.

As Gen Z becomes the mainstream of consumption, the auto market has the law of "young people get the world". On March 22, 2021, in order to meet the needs of young consumers, Dongfeng Fengxing launched the T5 EVO that has been renewed from the inside out after years of precipitation.

As the first strategic model after the renovation of dongfeng Fengxing brand, Fengxing T5 EVO adopts the new design language of "front dynamics", which is called "the world's second best-looking SUV" in the industry. With five core advantages such as charm value, magic space, vitality driving control, full protection, strength and quality, the T5 EVO defines the new standard of fashion trend of Z generation SUV.

Excellence often comes from multiple evolutions. On April 9, 2022, the Fengxing T5 EVO heat wave (hereinafter referred to as the heat wave) was released. Different from the traditional release form of car companies, Dongfeng Fengxing's "Wu Liu Qi" of the United Nations Comic Top Stream opened a "blood journey" specially created for heat wave youth through the new National Comics Universe New Car Conference.

During the "journey", Zeng Qinglin, general manager of the passenger car sales company of Dongfeng Liuzhou Automobile Co., Ltd., became a popular hero, and the heat wave became a hot-blooded car, and staged a bloody linkage with Wu Liuqi. Fantastic hot-blooded city, hot-blooded Wu Liuqi, gripping blood stories... Dongfeng Fengxing brings users an audio-visual feast.

"For the east wind and the heat wave, this is a new beginning, a beginning to target Generation Z." Zeng Qinglin said at the scene, "Dongfeng Fengxing is a young team. We will carry out rejuvenation to the end. ”

The heat wave is a mirror of the rapid growth and development of Dongfeng Fengxing, which not only reflects the current situation when many car companies have seized the trend of rejuvenation, but also reflects the future of Dongfeng Fengxing from traditional automobile manufacturing enterprises to the first track of rejuvenation.

▍ Go in both directions with users

On December 24, 2021, in Sanya, Hainan, facing the sea and blossoming in spring, Dongfeng Fengxing created a trend carnival that integrates tide cars, tide people and tide life.

Several T5 EVO vehicles of different colors were unveiled, creating the scene into a tide car paradise; cocktail performance area, painted nail art area, so that car owners can enjoy the new experience of the trend, create many links that fit the current trend of young people in the activity, and explore new cross-border gameplay of the trend.

That time was the first fan anniversary celebration after the renovation of the Dongfeng Fengxing brand, and it was also the first anniversary of the debut of the Fengxing T5 EVO by more than 100 car owners. Different from the common anniversary celebrations, the popular brand night and fan anniversary ceremony put the popular car owners in the most important position, collecting test drives, food, music, beauty and other cool elements that are popular with young people, and truly playing with the owners.

Although the incident is small, it shows the brand proposition of Dongfeng's popularity - dare to burn dare to be outstanding. At the user level, this brand proposition is interpreted as making the user's spirit rich and open, paying attention to the quality of life, and pursuing a colorful world.

"Dongfeng Fengxing is to renew the brand under the guidance of the core value of 'user-centric'." Tang Jing, general manager of Dongfeng Liuzhou Automobile Co., Ltd., once said that Dongfeng Fengxing has entered the "era of user brand" and is fully evolving from a traditional automotive hardware manufacturer to a professional travel service provider close to the user.

In line with the trend, Dongfeng Fengxing listened to the emotional needs of users in the new era for cars, and bred the design concept of "front dynamics", according to which the appearance design of the model was comprehensively upgraded. Whether it is the T5 EVO for the cool youth or the Fengxing yacht for the big family, it reflects that Dongfeng Fengxing has a deep insight into the needs of users and focuses on creating value products for users.

Where the user is, the East Wind is where it is.

In-depth communication with users, meticulous insight into user needs - under the guidance of user-centered core values, Dongfeng Fengxing launched the "Fengxing Plan" to deepen the user's specific service experience, accelerate the close connection between people and cars, enrich travel services, and create a more comfortable and convenient car life with consumers. At the same time, make friends with users and establish a close emotional connection.

The "Windwalker Plan" launched a new upgrade of 60 functions of smart butlers, 7 service guidelines, 500+ dealer networks and 24-hour out-of-car life extension, building a "windwalker ecosystem" for users. The newly upgraded 8 club membership rights and interests allow more users to experience the highest standard of care services of the new trend.

In addition, Dongfeng Fengxing bases its own growth on the most real needs of users, binds itself to the times, accurately understands the changes of the times, and continues to move forward.

Today, under the guidance of the core value of user-centricity, Dongfeng Fengxing is striving towards the brand goal of becoming a "leader in professional travel services close to users".

▍ Lock in Gen Z

"I was able to catch the tone of the heat wave at a glance. Looking at the past from the side, you can feel the strong combat atmosphere of the heat wave, with the color of the explosion, making people feel a sense of momentum and blood, and it is jointly named with the national comic "Wu Liu Qi" that I chased. Mr. Li, a post-95 who just picked up the car, said to Bangning Studio.

It was his first car. "I like the character of Wu Liuqi very much, and the character of perseverance, blood and youth conveyed by him is very consistent with the user image of the heat wave." The owner said.

Develop products that fully meet the needs of young users, and market out of the circle in the two-dimensional way that heat wave youth likes - Dongfeng Fengxing is locking in the Z generation.

As Zeng Qinglin said: "To be young is to dare to try and dare to innovate." Now the concept of meta-universe is very hot, and the heat wave listing conference is expressed in this way as a meta-universe, which is a figurative presentation of the spirit of young people burning their blood and youth and daring to innovate and try. ”

In fact, since the brand was renewed last year, Dongfeng Fengxing has been closely following the rejuvenation.

Before the listing, HeatWave and Wu Liuqi jointly launched a series of posters, which aroused the attention of both user circles. In order to deeply attract more young people, Dongfeng Feng has customized the exclusive creative trend MV "Blood River lake" for this car.

In addition to allowing young users to participate in the new car launch conference in the virtual space, the heat wave still follows the objective laws of the automotive industry, and promotes the conversion of passenger flow and orders through offline terminal linkage.

In many regions across the country, Dongfeng Fengxing linked up with local terminal dealers, participated in the whole process of heat wave listing activities, invited young users to the store to participate in game interaction, and also invited many regional circle KOLs and auto media personnel to the store to decrypt the charm of the T5 EVO heat wave.

From fun interaction and immersive movie watching, to winning the heat wave and Wu Liuqi joint peripheral gifts, to the participation of guoman coser in the drainage interaction, the heat wave listing activity uses the circle-breaking game to highlight the brand image of the popular brand full of youth and vitality, and narrow the distance with young users after 95.

Launch the most daring and colorful body color of traditional car companies; link up with the Wuhan eStarPro team to play the glory of the king with users; and the well-known cultural and creative designers of the Forbidden City, launch the national tide EVO car stickers; cross-border wall breaking new dimension, and young people like the national comic Wu Liuqi joint cooperation, the first launch of a variety of joint blood peripheral gifts...

These measures of the heat wave all reflect the attitude of Dongfeng Fengxing playing with young people, showing the outside world that rejuvenation is not shouting slogans, but really landing on the ground. Specific to the product, the heat wave once again conveyed the sincerity of the first national wind and hot blood SUV of 150,000 yuan, satisfying the Z generation's desire for hot blood and cool youth.

▍ Hot-blooded youth preferred

"The most satisfactory thing is the appearance of the appearance, and I am deeply attracted by his fashionable appearance design at the first glance." The color of this car is also particularly many, especially fashionable and stylish. Wuhan car owner Ms. Liu commented.

"The front face design is very domineering, and the overall bias is younger." She told Bangning Studio, "The tail behind the heat wave is beautiful, and the tail lights that run through the whole are particularly dazzling." ”

Gen Z wants to have a strong personality and a cool trend, and become the hottest and most wavelike boy on GAI. They hope that their hot-blooded cars can show an eclectic, trend-oriented style, and always express their bloody declaration.

This is exactly the direction in which the heat wave cuts.

For young people who love freedom and are eager to "inspire", the car must not only have a super high value to highlight the personality, but also have hardcore performance, so as to highlight the high-energy aura in the eyes of the crowd, so that they can fully fire in life.

In the powertrain, the heat wave also gives young users the courage and boldness to only attack and defend.

The new car is equipped with a Mitsubishi 1.5TD high-performance engine with a maximum horsepower of 197 hp and a maximum torque of 285 Nm, which is characterized by peak torque and low rpm intervention. Compared to competitors, the maximum power and peak torque of the heat wave are slightly better.

Paired with a powerful engine is the Getrag 7-speed wet dual-clutch transmission. With a transmission efficiency of up to 98%, a fast-responding shift hydraulic system and efficient clutch cooling, it maximizes engine performance.

Compared to the continuously variable gearbox used in the MG ONE, this type of gearbox has a wider gear ratio span and more gears, and the shift logic is delicate and fast.

Under the blessing of this golden power combination, the acceleration time of the heat wave 100 kilometers is only 9.5s, and the fuel consumption of 100 kilometers is as low as 6.6L, which achieves a balance between fuel economy and power performance.

The scientific and technological attributes of the heat wave are also in line with the current era of mobile Internet.

This car creates a super sense of prestige cockpit. The configuration of the king's scepter electronic gear lever, the air outlet of the windless air conditioner, and the super sense NAPPA leather seat allow young users not only to feel the delicate and comfortable riding experience, but also to experience the immersion from the body into the heart - this is the power that technology should have.

After the all-round brand replacement action was launched, Dongfeng's new, vigorous and energetic image is taking root in the hearts of consumers.

Breaking the mold, implementing the "Wind Plan" renewal strategy, based on the new strategy, launching three specific products and measures of technology, quality and service - "Super Cube EMA Architecture", "Wind Quality Charm Action" and "Wind Walker Plan"... Behind these radical changes is Dongfeng Fengxing's determination to accurately grasp the pulse of the times and attack quickly, which makes Dongfeng Fengxing an important member of the Chinese people's hearts that can represent the strength of Chinese brands.

In the future, with the further improvement of technology, product quality and service level, Dongfeng Fengxing will continue to play a key role in the upward movement of Chinese brands, and together with China's heatwave youth, unlock more highlight moments.