At the end of May, Mr. Lin Zhiyong, a denza rider, drove his DENZA D9 to the 5,210-meter-high Mount Everest Jiaula Pass, and after a short period of preparation, it successfully stood on the 8848 with superhuman willpower, and brought the "Ascending Momentum, Climbing the Peak" to the commanding heights of the Blue Planet.
This is a moving clip at the first anniversary of the DENZA brand renewal conference, it is like a microcosm of the whole press conference, there is not much cramming explanation about the brand, but more about the introduction of elite users from all over the world, all walks of life, looking back on the past year, DENZA and their stories, just like the theme of this conference, "With you, better".
This made many friends who did not know DENZA feel the temperature of DENZA for the first time.
The temperature of DENZA is hot and cold. When it comes to Denza, in the eyes of outsiders, it is undoubtedly the technical control in the luxury new energy car camp;
This is the DENZA that the industry witnessed in the past first grade: 365 days, two top products, and countless moving moments.
Since D9
To say that DENZA has left the deepest impression on the outside world in the past year, it is naturally the first new car after the brand renewal, the DENZA D9. As China's first joint venture luxury new energy brand, DENZA has injected its 13 years of understanding of the luxury car market into it, providing DM-i and EV power, equipped with blade batteries, and bringing luxury configuration to the top in one step。
Since its launch, DENZA D9 has gained the favor and choice of 80,000+ users. Entering 2023, the DENZA D9 has ranked first in the "New Energy Luxury MPV Sales List of More than 350,000 New Energy Luxury MPVs" for many consecutive months, exceeded 10,000 in a single month for many consecutive months, and exceeded 55,000 cumulative sales as of May 2023, continuing to consolidate its position as a "new benchmark for the value of China's new energy luxury MPVs".
It is undeniable that this is a height that China's luxury MPVs have never reached. Many people are wondering why Denza, which has just been renewed, can stand at the top of the market in a short period of time.
In the view of Huanqiu Auto, the strength of a single product is only one aspect of the DENZA D9 that stands out, what really makes it applauded and applauded is the "precise market positioning of family and business dual-use" and the high satisfaction of market demand in details.
It can be seen that luxury MPV products in the same price range emerge in an endless stream, but the DENZA D9 really implements the principle of "experience first" everywhere. For example, the understanding of business is no longer limited to the superficial luxury, in order to achieve the true sense of tranquility, the DENZA D9 NVH is carefully tuned by Dr. Charles Zhang, when the speed is 60KM, the interior noise of the D9 is as low as 52.8 decibels, and at the speed of 120km/h, the noise level is as low as 64.6 decibels, which makes many people think of the million-level Mercedes-Benz S-Class Maybach.
Only in such a quiet carriage can large screens, airline seats, and massages play their definition of luxury.
In order to let dad really get a luxury MPV that can carry the whole family, the width of the center tunnel in the third row of DENZA D9 is 170mm, the maximum legroom is 1040mm, the elbow room and headroom are up to 1555mm and 980mm in the same class, the length of the seat cushion in the third row is 520mm, the height is 370mm, and there are a total of 4 child safety seats in the middle and rear rows, so that the riding space realizes the real sense of "no discrimination".
Indeed, in this era of configuration and design, the DENZA D9 does not stop at configuration and design, which also makes its average unit price of 420,000 yuan the highest unit price of all Chinese brands in the Chinese luxury market.
The luxury landscape of Chinese automobiles has been successfully rewritten by the Denza D9 in the past year.
Let the service "fast forward"
The rapid ramp-up of the DENZA D9 shows that DENZA has accurately controlled the needs of users, but the rapid ramp-up also means that DENZA needs to face a lot of pressure in the construction of services and channels.
As of May 22, there were a total of 209 DENZA channel stores, covering 88 cities across the country, covering all core cities.
In fact, the day before the press conference, Huanqiu Auto had in-depth communication with Zhao Changjiang, Chief Co-creation Officer of DENZA Auto, and he has been emphasizing one thing, the high sales of DENZA D9 is not the endgame, and DENZA hopes to let more people see the new look of DENZA so the construction of diversified and high-quality channels has become an important link.
Indeed, although DENZA has a 13-year brand history, under the torrent of new automobile changes, DENZA has only accumulated for more than a year, and the first important thing to strengthen brand recognition is to let the outside world know DENZA . Therefore, sparing no effort to lay channels is the core of the DENZA brand pressing the "fast forward button".
After getting more people to know DENZA is about it, the next step is to make them fall in love with DENZA This is a cliché topic, the strength of a single product does not equal high sales, luxury cars supplemented by luxury services have a chance to complete the breakthrough. However, DENZA's thinking in service is still closely focused on the needs of users, and since it is a new energy luxury, it is necessary to make "new energy" no longer a burden for users. It can be seen that among the 209 channel stores of DENZA are divided into various modes such as DENZA experience stores, DENZA centers, and DENZA MINI centers, which are guided by functional services and cover different stages in different cities step by step, and all of them are directly operated models. However, unlike the traditional direct sales model, DENZA has further developed the online end and adopted a full-link digital car purchase service system to realize the visualization of the order system, from order to delivery, with transparent prices and progress checkable.
In other words, DENZA's high-quality services are the result of the brand's own efforts, which is clearly different from the service outsourcing or so-called direct sales model of traditional luxury brands.
In terms of charging services, the home charging service with a satisfaction score of 96 breaks the tradition of a single home charger, with different products such as 3.3/7kW smart home charging piles, 1.7kW portable charging guns for ordinary civilian sockets, and DENZA household fast charging piles that will be put into use soon, allowing high-end consumers to complete charging without leaving home.
For travel energy replenishment, the DENZA App connects to a number of mainstream pile companies in the top 10 of the China Charging Alliance to realize smart pile checking, fast payment, and the collection and preferential use of electric cards. At the same time, the DENZA App has opened the "Potential Energy Worry-free" one-click energy replenishment service, which will cover customers' multi-scenario energy replenishment needs through the four dimensions of "valet energy replenishment", "mobile energy replenishment", "mutual assistance energy replenishment" and "rescue energy replenishment", and through the smart charging service network.
There are not too many fancy and gimmicks, that is, the core service work of energy replenishment is meticulous, and this kind of DENZA will naturally make users feel warm. Today, "efficient energy replenishment" has become the golden business card of DENZA.
Data shows that the number of registered users of the DENZA Auto Mini Program has exceeded 540,000+, with monthly active users reaching 13W+, and 1W+ users sharing a new luxury life every day. More than 199 N7 prospective car owner exchange groups and 70 D9 car owner groups have been established in major communities across the country.
Next stop, N7
As a benchmark in the high-end luxury market, DENZA is thinking about satisfying the needs of users while completing revolutionary innovations.
This is not an empty talk, in the brand's second product, the Denza N7, the outside world has witnessed the true face of the "intelligent luxury hunting SUV" for the first time. This is a brand-new category, which combines the high expansibility of SUV with the graceful depth of hunting cars, based on BYD's extreme technology, and integrates the Chinese-style romance belonging to Denza, which really makes the outside world feel the potential energy of Denza.
In the communication with Zhao Changjiang, it has repeatedly mentioned that users should not be bothered by dazzling options as much as possible, and the standard configuration is not really luxurious if it is not luxurious. With this in mind, the Denza N7 has set 200+ luxury features as standard equipment for all models, including the Yunlin-A intelligent air body control system and Devialet audio.
After all, after the D9 successfully stood at the top of the market, the mood of DENZA has also changed slightly from a year ago, and the transformation from powerful to more powerful requires a shot of strength, and this N7 is the key to the next stage of Denza's impact.
At the same time, the DENZA N7 is also showing the outside world the absolute advantage of DENZA in terms of system strength, which may become the key to the gap between DENZA and other brands, you must know that behind every luxury configuration on DENZA N7 is a collaborative breakthrough between DENZA software engineers and hardware suppliers, for example, the logic of DENZA N7's car machine application is not to buy a chip for adaptation, but to select and optimize chips with the underlying logic of compatibility with millions of car machine apps, and there are countless such examples.
Therefore, after having an unprecedented vehicle design and breaking through the definition of luxury products, such a car will naturally be highly favored by the outside world, according to the product rhythm announced by Zhao Changjiang, in mid-June, users can go to the store to experience the actual car, and the second half of the market will be set in Dading, and the delivery will officially start in 7-8 months.
"This is the thirteenth year of Denza, the first year of 'we', and the year with the most user stories. ”
This is Zhao Changjiang's heartfelt voice at the event. Indeed, two years ago, there were many thoughts and lines on DENZA that were not clearly displayed in front of us, at that time, some people questioned whether the market needed a new DENZA, and some people wrote down that DENZA was just a new wine in an old bottle.
But in 365 days, DENZA has "we": users who can resonate, partners who can fight side by side, and "DENZA people" who can walk together. This is the core of DENZA to break the doubt, in today's market, it is not slow work to do meticulous work, nor quick knife to cut the mess, but sincere for sincere.
It's not just the user's Mr.Right, it's the user's Mr.Right Now. In the new year, we look forward to a more diverse DENZA.