Written by / Windsor
Editor / Zhang Nan
Design / Shi Yuchao
There is a kind of affection called love and killing.
On February 16, the Geely brand announced that its new mid-to-high-end new energy series was officially named "Geely Galaxy", and will debut the new products of this series on February 23.
Geely also gives the origin of the name: the Milky Way, the starry sky that everyone looks up to.
It is so coincidental that on January 5, BYD just released a high-end brand in Shenzhen called Yangwang, and the theme of the conference was "dare to cross the galaxy".
It is worth noting that Galaxy and Yangwang, one is the new energy series name, the other is the brand name, these two names are not in the same dimension in fact.
But the melon-eating masses no longer want to care about these details. Because soon, Changan Automobile came to the heat again at noon: looking up at the galaxy, it was a touch of #navy.
After that, things got out of hand.
Look up: Hand in hand with you, dare to cross the galaxy; Warriors: Those who dare to look up at the galaxy are the real #Warriors; Chasing the light: looking up at the Milky Way, just for chasing the light; Yaoguang: Look up at the brightest star Yaoguang in the Milky Way; Extreme Krypton: Look up at the vast galaxy and set off with Extreme Krypton... Not only did the official team personally form a team, but netizens were even more happy to play the terrier.
"When will I be able to pay the moon, I am looking up, above the moon."
"When looking up at the vast galaxy, Xiaopengyou, do you still have blueprints and ideals. In the future, can you still set off to Nezha like Extreme Krypton and run all the way? ”
……
At this time, the beam car cooperated by Great Wall and BMW must be very anxious, and if it goes well, TA can also play with everyone: use a beam of light to illuminate the deep blue galaxy.
Given that good names are no longer enough, some marketing bosses asked ChaptGPT for advice, and the answer of artificial intelligence was also excellent.
From the homophonic terrier dream system to the qualifying starry sky system
The name is Door Metaphysics.
In 100 years, the automotive industry has finally ushered in an opportunity to reshape in the switch track, new brands are emerging one after another, how to name has become a big problem, and if you are not careful, you will be pressed by manpower.
In an increasingly volatile market, the order of appearance in the automotive circle has become as important as love. Three months ago, when looking up to the warm-up, the ABR editorial office had a "prophecy".
Lucid、Rivian、Vinfast...... Compared with the soulless names of the new overseas forces, the Chinese Chinese words are broad and profound. Chinese how particular the name is, the ancients wrote in "Zuo Chuan Huan Gong Six Years": "There are five names, there are faith, righteousness, imagery, falsehood, and kind." ”
Translated, it is either named after the special mark that is innate at birth, or named after the innate vision at birth, or not after similar objects; Either don't use the name of beautiful things, or choose a series of names with dad.
Looking up and the Milky Way are the representatives of elephants. Tesla CEO Musk has sent the American Space Technology Exploration Company to the battlefield, Geely and BYD also want to establish a sense of future and technology from the universe; In addition, if you want to focus on the high-end, the name naturally has to be tall enough, and there is no more mysterious material library than the boundless universe.
BYD looked up at the press conference, and together with the appearance of the million-level new energy hard-core off-road U8 and the million-level pure electric performance supercar U9. Geely Galaxy is still holding the pipa half-covered, but in view of the two major brands Polestar and Lotus in the luxury field, the positioning of the new car series may be in the middle of geometry and polar krypton, focusing on the 200,000-300,000 yuan market.
An era has a name for an era, and the names of different periods actually have traces.
When New China was founded, the founding of the country, love for the people, and national day became the spiritual sustenance of a generation. Later, the generation that grew up watching online romance novels began to become parents, Yu Xuan, Zihao, Ziheng, Mingxuan, Ziqing, Yueyao, Xinyue, Zhiqing, and Siyue crowded out the household registration book.
The same goes for car brands and line names. At present, the qualifying starry sky system seems to be extremely crowded, and a few years ago, it was still the world of the homophonic terrier dream system.
Ideal, Lantu (blueprint), NIO (future), Zero Run (leading), Feifan (extraordinary), Extreme Krypton (geek, immediate), Future (Qiantu)... These names that will be deducted money in the spit conference will follow.
Most of them were founded during periods of market chaos. At that time, new energy still relied on policy stimulus, and the future development was not clear. When the founders of the new forces of car manufacturing appeared, in addition to making three orders and five application products, it was more important to talk about dreams and tell stories, so that everyone and themselves believed that they were doing something that suffocated their dreams.
Looking forward, the pace of progress of the traditional fuel vehicle market has been accompanied by the rise of Chinese people's living standards, Chang'an, Great Wall, Geely, Chery... These reveal simple names and represent the yearning for a better life.
Of course, each era will inevitably have different fireworks.
In the early years, BYD was very different. Chairman Wang Chuanfu once said that the reason why he named "BYD" back then was simply because the name was easy to pass. Later, out of marketing needs, BYD's initials were taken out and written as BYD, which was extended to "Build Your Dream", which has been complained about "not dirt and ocean" for a long time.
When United Car first arrived, it was also pointed out to be a "rabble". Later, due to the explosion of the movie "Nezha", United Auto simply announced that it would take Hezhong as a corporate brand and Nezha as a product brand.
The most controversial is Xpeng Motors, from the establishment of the brand to the present, there have been endless voices about the name of Xpeng Motors. It is said that Xpeng Motors was originally called "Orange Automobile", but it was later registered.
Now, if you think the name of Zhatui is too vulgar, then don't think "Xpeng Motors" is too dirty.
Collective rush high, Chinese brand dream linkage
A poster sparked a lively day in the circle of friends.
In the dream linkage of car manufacturers, the Galaxy launch became a marketing event.
The reason is that Chinese brands have stood up. In January 2023, the domestic retail share of self-owned brands was 49.4%, and the wholesale market share reached 52.4%. After paying tribute and catching up for decades, Chinese brands have finally ushered in a historic node that is about to be surpassed.
In 2022, BYD has almost become a phenomenon in the car market, with cumulative sales reaching 1.869 million units, a year-on-year increase of 152.5%. Geely still sold 1.433 million units in the key year of the transformation of smart electric vehicles, a year-on-year increase of about 8%, and its production and sales exceeded one million units for six consecutive years. Changan's cumulative sales of autonomous passenger cars reached 1,390,400 units, a year-on-year increase of 15.46%.
The sales of the three companies are good, the development momentum is strong enough, everyone is a circle of people, there is no suspicion of touching porcelain and taking the opportunity to get to the top, naturally they are happy.
Previously, the most 6 players in marketing interaction were none other than BMW Mercedes-Benz and Audi, and the three loved each other for a hundred years, leaving many famous scenes.
March 7, 2016 marks the BMW Group's 100th anniversary. Daimler, the parent company of Mercedes-Benz, issued an advertisement congratulating the "old enemy" and wrote in German: Thank you for 100 years of competition, the 30 without you is actually very lonely. BMW officially responded to Mercedes-Benz's "invitation": thank you! Attachment "I was not born, I am old"; Not to be outdone, Audi also made a poster to participate, "You read me late, he reads me early." ”
Mercedes-Benz and BMW also had a classic mutual advertising: Mercedes-Benz said that if it would not choose, it would choose C; BMW responded quickly, thinking 3 times before choosing C.
……
Interesting, interactive, and participatory, the harmonious atmosphere is reminiscent of the previous saber rattling shouting.
In 2022, the topic of whether "range extension technology" is backward has triggered a war of words in the automotive circle. Li Xiang, CEO of Ideal Automobile, Li Ruifeng, CEO of Weipai Automobile, Feng Sihan, former CEO of Volkswagen China, came and went on social media, Lu Fang, CEO of Lantu Automobile, and Shen Hui, founder, chairman and CEO of WM Motor, also came to help.
Feelings must be plastic, and smiles are hypocritical, but from the bright "mutual tearing" to the dark poke and poke "mutual fear", when they have a certain status in the rivers and lakes, brands also begin to praise their identity.
Brands and products have gone up, and publicity has become elegant.
Like a century-old luxury brand, the copywriting with brains is used to borrow from each other, maximize brand exposure, attract a group of tap water in the shortest time, and the clever copywriting is not only undefeated, but also brushes a wave of good feelings.
This brings to mind the famous saying that the best relationships are mutual achievements.
This article was originally produced by Automotive Business Review
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