China's automobile manufacturing industry has gone through three stages of development, from early independent research and development, hastily ended due to weak technology, to market for technology, the automobile economy is firmly controlled by joint venture car companies, and then in the nearly 30-year cycle, entering the third stage - independent innovation. Today, it has been on par with joint venture brands in the Chinese auto market, and has achieved a real catch-up in many aspects. The advantage of independent brands is that they can communicate deeply with Chinese people, actively respond to the needs of user feedback, and product adjustment and optimization are rapid and have regional characteristics, which is beyond the reach of joint venture car companies, so the speed of product update and technology iteration of independent brands is very fast. For example, FAW Besturn, which is deeply trusted by Chinese users, was founded on May 18, 2006, aiming to manufacture affordable, affordable and dignified cars for Chinese people. Since its development, FAW Besturn has continuously advanced around the needs of users, creating surprises for users with more perfect strategies, more advanced architectures and more sincere services.
In terms of brand strategy, FAW Besturn is positioned as "a mid-to-high-end brand in China's mainstream automobile market", adheres to the brand spirit of "China Besturn, enterprising" and the brand concept of "continuously creating surprises for user travel", and strives to move forward at full speed and unswervingly to meet users' "strict" requirements for travel in the new era.
Relying on the brand strategy, FAW Besturn adheres to independent technology research and development, empowers products through architecture car manufacturing, and creates an infinite equation FMA architecture, which has great advantages in three aspects: safety, intelligence and networking, and driving and riding experience. Taking safety as an example, the FMA architecture has 18 safety equipment and 23 active safety technologies, as well as the "double E" ring body with independent intellectual property rights, of which high-strength steel accounts for 88.72%. For drivers, the sense of safety is the bits and pieces of daily use of the car, and the FMA architecture allows users to be fully cared for every trip to avoid those "accidents" that cannot be prevented to the greatest extent. Moreover, on the basis of existing security technologies, the architecture will continue to be upgraded and iterated in the future to ensure that it always meets or exceeds the needs of users. In addition, FAW Besturn has also built an FME pure electric platform to comprehensively enhance user value through architecture and vehicle manufacturing.
In terms of marketing actions, FAW Besturn follows the current trend and links with the user circle with a youthful transformation. As the "resident" sponsor of "Let's Run", in the new season of "Let's Run", FAW Besturn and Besturn B70 show the charm of young fashion, marking the brand with a distinctive "young" label. As a national brand, FAW Besturn is committed to meeting the requirements of young consumers for "better life and wonderful travel", which is highly consistent with the spirit of courage and not giving up shown by "Let's Run", and the crossover CP of national car VS national variety show is full of fun.
While providing users with high-quality products and pleasant marketing enjoyment, FAW Besturn has also created an intimate service - 518 service rights (5 sincere commitments, 1 peace of mind guarantee and 8 moving rights and interests), effectively solving the big and small problems of users' daily car use, and truly achieving peace of mind. On May 18, the first anniversary of the release of 518 Brand Day, FAW Besturn launched online and offline multiple courtesy gratitude to give back to users, online bonus interaction, super multi-second sales, 518 points limited time grab, points doubling and other gameplay; Offline activities such as vehicle renewal, one-click store opening, quiz winning gifts, heartbeat lottery and other activities create a wonderful car circle life with users, and at the same time, it is also respectful and rewarding the trust and support of users.
Driven by factors such as the new four modernizations and dual carbon, the automotive industry has undergone tremendous changes, and the race for survival of the fittest has become more severe. If a brand wants to have a place, it must constantly innovate and improve itself. FAW Besturn has gone from taking the brand strategy as the guide and pioneering platform car manufacturing to transforming into younger marketing and creating meticulous user services, giving consumers more sense of value. It is believed that its goal of "becoming an excellent mainstream Chinese automobile brand" will be quickly realized.