On May 26, 2023, the Dongfeng Fengxing T5 EVO Crazy Edition Conference with the theme of "Mach Speed, Passion and Crazy" was successfully held in Beijing, with a new car listing guidance price of 99,900-139,900 yuan. The Fengxing T5 EVO crazy version is Dongfeng Fengxing's firm youthful transformation, creating a high-quality trend car for Generation Z young people As a new model created for Generation Z, it has a greater appeal to young people in terms of appearance, interior, power, intelligence and other aspects.
On the road to rejuvenation, products take the lead
Since the end of 2020, Dongfeng Fengxing has opened the road of brand upward and focused on the transformation of the brand towards youth, launched a high-quality car for the Z generation, and released the "Photosynthetic Future" new energy strategy at the end of 2022, announcing that it will "become a mainstream new energy brand loved by Chinese young people by 2025". Through multiple measures, Dongfeng Fengxing has demonstrated its determination and will to transform its brand, obtained gratifying phased results, and reflected the brand's profound accumulation and innovative strength.
As a pioneer of Dongfeng Fengxing's rejuvenation strategy, since the release of the Fengxing T5 EVO, the proportion of Dongfeng Fengxing car buyers under the age of 35 has increased from 24% to 66%. The popular T5 EVO Crazy Edition is closer to the dream pursuit of young people in terms of product positioning and product features.
In addition to the Fengxing T5 EVO Crazy Edition, a series of models released by Fengxing in recent years also have characteristics that are more focused on young people. For example, the new 7-seater family car Fengxing yacht launched by Dongfeng Fengxing last year better meets the needs of family people for a comfortable riding experience in the 3.0 era, attracting the choice of many young families.
It can be said that a series of new models such as the Fengxing T5 EVO Crazy Edition have opened up a new situation for the brand rejuvenation transformation of Dongfeng Fengxing, which is not only the grasp of brand transformation, but also represents the power source of the brand's upward development.
Strive for personalized marketing to enhance the identity of Generation Z
In the track of youth, how to enhance the brand identity of young people is a very important issue. In this regard, Dongfeng Fengxing came up with personalized marketing solutions. At the press conference, Fengxing shared joy with the audience through various interactions with consumers. This not only reflects the fashionable and dynamic side of the Fengxing T5 EVO Crazy Edition, but also highlights Dongfeng Fengxing's attitude of actively responding to young people's pursuit of trend, individuality and freedom.
At the test drive meeting of Beijing Miyun Airport on the eve of the launch of the popular T5 EVO Crazy Edition, it opened a stimulating world and earth race with a Bell 407 GXI helicopter, which not only demonstrated its strong power performance, but also brought a stimulating, interesting and visually impactful sensory feast to young people, attracting the attention of countless young people.
Build high-value brands and do so
To this end, Dongfeng Fengxing adopts a two-handed approach, on the one hand, by building a new APP of Dongfeng Fengxing, creating a circle culture, actively interacting and communicating with users, and making the connection between the brand and users closer. For example, at this conference, the price and policy of the Fengxing T5 EVO Crazy Edition were announced by users of Fengxing T5 EVO, which enhanced the user's connection with the brand.
On the other hand, it continues to combine user groups and scenarios to strengthen the brand value positioning. For example, in the preferential policy for the purchase of the popular T5 EVO Crazy Edition, there is a thrilling experience gift, which can be enjoyed without ordering a car, as long as you book a test drive at the store, you can get 1 movie ticket for "Fast and Furious 10". In addition, Dongfeng Fengxing will continue to strengthen users' perception and recognition of the brand value of "Smart Space Enjoy What You Want" with the help of CCPC China Mass Production Car Competition, TOP Safety Safety Challenge, Fengxing Yacht Listing and other events, and in the second half of this year, Dongfeng Fengxing will continue to focus on the establishment of brand awareness of "new technology and fashion", focusing on the three dimensions of technology, products and customers, and continue to rise.
Written at the end:
Brand rejuvenation, brand upward mobility, and brand new energy are the "three mountains" that car companies are facing today. Dongfeng Fengxing faced new challenges, firmly implemented the youthful reform, actively listened to the voice of the Z generation of young people, and brought people a high-quality trend car, I believe that through the Fengxing T5 EVO Crazy Edition, the youthful image of the Fengxing brand will be more deeply rooted in the hearts of the people.