There is an old Chinese saying: "The aroma of wine is not afraid of the depth of the alley".
But the premise is that there is only one wine in the alley, if there are more restaurants, all kinds of flavors are mixed together, it is difficult for people to distinguish which one is the most "fragrant".
According to relevant surveys, there are currently about 96 car companies in China's auto market, a total of more than 130 auto brands, and the number of enterprises and car brands are the highest in the world. The complex competitive situation determines that in the Chinese market, it is necessary for the product to be excellent, but it is equally important to let others see your excellence.
If you have strength, you have to show it.
Auchan Automobile embarked on a journey into Tibet
As a "very windy" enterprise in recent years, Auchan Automobile is well versed in how to let young people see the advantages of their own products.
First of all, since 2015, Auchan Auto has opened a series of activities under the name of "Super Tester", and invited users to go to the test site to feel the advantages of Auchan products from different activity themes and different test content. The popularity of Auchan Automobile's "explosive" models, such as Auchan X5, Auchan X7 and Auchan X7 PLUS, is difficult to say that there is no credit for "super tester".
This year came to the sixth season of the "Super Tester" activity, Auchan Auto's popular new cars this year - Auchan Z6 and Auchan Z6 Blue Whale iDD have become the protagonists of this year's Auchan Auto Show strength. Not long ago, Auchan Z6 and Auchan Z6 Blue Whale iDD have successfully proved their scientific and technological strength and performance strength in the "Super Tester" series of theme activities.
But for Auchan Motors, maybe these are not enough, they want to show users, is more extreme, more extreme things.
The so-called "self-confidence is the peak", an idea that lingered in the mind of Auchan Automobile: I want to challenge Everest.
Since August 11, Auchan Z6 Blue Whale iDD, as a new energy product, is about to start its Everest Challenge journey.
The theme of the challenge is: 72-hour three-line synchronous limit into Tibet, the world roof 1300km full oil full power limit challenge, and this is not yet in the industry has done anything.
It is reported that in this challenge to Mount Everest trip, Auchan Z6 blue whale iDD will experience a drop of up to 5000m, go to the high altitude area of up to 5231m, withstand the baptism of low pressure, low oxygen environment, and may face bad weather such as "four seasons a day" storms and blizzards, and most importantly, Auchan Z6 blue whale iDD will pass the Nu River 72 turns, which is known as "ninety-nine turns" and actually has more than 130 bends, in addition to the possibility of mudslides, rolling stones and other emergencies along the way. Auchan Z6 Blue Whale iDD also faces changing and harsh road conditions, including wading sections, muddy sections, gravel sections and so on.
The "big, long, strong" characteristics are not afraid of challenges
As a punch card mecca in the minds of adventurers, Everest is a natural area with little artificial carving, to cross the huge altitude gap, where does Auchan Auto's confidence come from?
First of all, it must be derived from the "big, long and strong" characteristics of Auchan Z6 blue whale iDD.
The "bigness" of the Auchan Z6 Blue Whale iDD is reflected in its battery capacity. You know, at this stage for many new energy products, running long distances is still not an easy task, especially in sparsely populated places, the corresponding supporting charging facilities are fewer.
The Auchan Z6 Blue Whale iDD is equipped with a 28.4kW·h large-capacity battery pack, the cruising range in pure electric mode is 150km, the comprehensive cruising range is 1200km, and after the ultra-long endurance limit challenge from Chongqing to Haikou, it is measured to run 1369km in a full-oil state, and the fuel consumption data is very beautiful, only 3.8L/100km, so as a product with a battery capacity and a long enough endurance, it is not difficult to run Mount Everest.
It is worth mentioning that Auchan Z6 Blue Whale iDD is even equipped with 3.3kW external discharge function, compared to the conventional product 2.2kW discharge power, Auchan Z6 Blue Whale iDD can support the use of more powerful electrical appliances, in the cold plateau area to boil pot hot water to make tea, warm up is also very good.
"Strong" is reflected in its power system.
In terms of parameters alone, Auchan Z6 Blue Whale iDD is equipped with a blue whale NE15T blue whale hybrid special engine with a maximum power of 122kW and a peak torque of 255N·m; The maximum power of the motor is 110 kW, the peak torque is 330 N·m, and the combination of the two can bring a very strong power output, and it is not a problem to conquer even the highest slopes.
In the face of bad roads and high-intensity continuous cornering, Auchan Z6 Blue Whale iDD also has a high-quality chassis to ensure the stability of driving.
Its chassis is based on the MPA2 architecture, using the previous McPherson suspension, rear E-type connecting rod independent suspension based on the four-wheel independent suspension system, the chassis is based on the tuning team and foreign experts 5 rounds of careful matching and tuning, optimization and verification of more than 200 sets of schemes, so that Auchan Z6 Blue Whale iDD open more comfortable and smoother.
At the same time, the integrated hidden "top handle" structure increases the lateral stiffness of the body by 49%, which can reduce the body roll amplitude when cornering, and the automatic correction compensation technology equipped with auchan Z6 Blue Whale iDD can effectively prevent the vehicle from running away.
These are probably the strength of Auchan Z6 Blue Whale iDD in the face of the Nu River 72 turns and various bad road conditions.
Unexpected "marketing genius"
For Auchan Automobile, this trip into Tibet is not only an "extreme challenge", but also an efficient marketing means that can enhance the brand influence, so that young people can intuitively understand where auchan Z6 Blue Whale iDD is excellent. According to today's industry "inner volume" degree, since Auchan Z6 Blue Whale iDD created this precedent, perhaps similar challenges will become the most popular product performance testing method in the industry in the future.
In fact, as a "marketing ghost", Auchan Automobile has also done a lot of effective marketing from various unexpected places.
For example, at the beginning of this year, Auchan Automobile made Chongqing small noodles on the ground, because the span of the automobile, food and the two industries is too large, Auchan Chongqing small noodles in the car circle caused a lot of discussion, not only because the small noodles are delicious, but also because this matter is fun.
Recently, the concept of meta-universe has unconsciously caught fire, Auchan Automobile and its "small partner" Tencent have jointly created the first meta-universe digital collection in the automotive industry, Auchan Z6 exclusive, limited to 666, this marketing has also accumulated a lot of popularity for Auchan Z6, and Auchan Auto has also built a meta-universe live broadcast center, allowing users to communicate directly with the brand in a more substitutional way.
In addition, the way the Auchan Z6 car previously opened the blind fixation is also more special: live sales of energy boxes, people can first start with a miniature version of the Auchan Z6, which is a very interesting thing.
The effect of high-quality marketing is very intuitive, and it is reported that within 14 days of the launch of the Auchan Z6, it has accumulated nearly 22,000 orders. According to relevant data, Auchan Automobile sold 228295 new cars in 2021, and its sales in the first half of 2022 exceeded 110,000, ranking among the top ten Chinese brands with the strong posture of "three explosive models in three years", and now it has joined Auchan Z6/ Auchan Z6 Blue Whale iDD, which may be said to be "four explosive models".
Written in the end: Based on the Everest Challenge, Auchan Auto will once again prove to users the strength of Auchan Z6 Blue Whale iDD, at the same time, Auchan Auto has also "led by example" to verify that the two things of muffled big things and high-profile branding are actually not contradictory, and through efficient marketing models, Auchan Auto's influence in the Chinese auto market is rising, and I believe that it will be followed by a higher level of market performance.