The key to doing well in the automotive industry is storytelling
Selling this thing is actually selling stories, because cars are metal products, don't care what kind of car you have, 1.2-2.5 tons of metal, then you have to tell a story, the story matches the design of the sense of appearance, the powder group of the car is set, Cadillac you go to his 4S store to see, enter is Clark Gable, Monroe, Audrey Hepburn, Cindy Crawford, Boxing King Ali, Castro,
Did you go to the 4S store or did you go to see the Avenue of Fame?
What type of people buy Cadillac? You can't replicate people's stories...
The same is Lincoln, Mercedes-Benz, Ferrari, the game of the automobile industry is not the current Internet of this gang of people play, the first thing in the automobile industry is to talk about the brand, the brand is the king of the automobile industry, because the automobile industry is a cultural and spiritual industry, different brands have their own specific fans, buy Mercedes-Benz and buy Cadillac ironclad is not the same way, the technology of the automobile industry is shared, to put it bluntly, in fact, selling cars is selling brand entrance, The final cash out value of the same seat Johnson Control installed on Mercedes Benz is not the same as installed on Ford, and the final premium of the same sunroof system Saint-Gobain glass installed on BMW and installed in Volvo is also different!
But this circle actually knows, macro is actually everyone relative to know and a circle of suppliers together in a specific brand big brother under the leadership of different brands to save cars, and tell different stories, at different prices to sell basically the same kind of parts, so the game of the automobile industry is actually not a new and peculiar technology, is that the specific big players in these circles have to engage in party development conferences every year, with different concepts and stories to sell cars with different positions, In fact, they are all a group, and some even have hundreds of years of friendship, so the first is the brand, the second is that every year you have to release a new design, change the shell, finish in some flowers, such as racing cars, sister shows or something, do not understand this to build a car, on the Internet players This gang of people play is not good, the concept design must find these old players in the industry chain, into the circle, every year must issue a new design, a year can not stop, a car shows its face The market is not working must immediately change the shell to change the concept, otherwise it will turn off , so selling cars cannot go to specific parts, preserve the value of these things, to tell a story...
As soon as the guest sits in, it is to start some kind of indescribable spiritual fantasy journey, who cares about what residual net worth at the moment, but he cares about how others see themselves in the car, Andy Lau scolds the doorman in the world without thieves, are the people who drive luxury cars good people? That's what it means, the sense of existence of the people in the car at this moment is actually the main line of a story, this main line is either you Clark Gable, or you are Karajan, and the worst thing is that you are a waste collector... The last question, why can the police uncle always accurately locate the bathing center at the end of the year, there are so many Cadillac at your door, who you don't target, this is actually a brand story that leads to the positioning of the fan group
Who designed the story, the director is the main engine factory, to play with cars, either you are the most actor, or you are a male actor, you do the towel shaking, the role is very embarrassing, if the towel shake begins to interfere with the script of the director's speech story, take a stick to poke the butt of the actor and say that the posture is not right, then sorry, please come out of the set
