Source of this article: Times Finance Author: Cao Yu
The 2024 Beijing International Auto Show in full swing has come to an end, and a series of famous scenes that emerged during the auto show are dizzying. However, it is worth mentioning that Changan Ford New Energy has found a new way to move the "booth" to the Beijing Olympic Park Celebration Square, which has given birth to countless legends and pride. Here, the Ford Explorer, the flagship model of Changan Ford New Energy, held the largest ever delivery signing event, welcoming more than 100,000 onlookers and becoming a popular booth during the Beijing Auto Show.
This large-scale delivery event is also a visual and concentrated presentation of the Ford Explorer's product strength recognized by the market. As a mid-to-large SUV that has evolved over the past 34 years and six generations, with each iteration leading the SUV revolution, the Ford Explorer now has nearly 9 million users worldwide.
At the delivery ceremony, the Ford Explorer welcomed 500 new car owners and collectively signed the "Inspector Fu Convention" on the spot, and 500 new Inspector Fu were also born here, jointly inheriting the spirit of Inspector Fu who loves exploration, is willing to challenge, has great love and has the courage to take responsibility. At the same time, nearly 1,000 new and old Inspector Fu jointly launched the Guinness World Record challenge of "the most signed car", so that explorer car owners can participate in it and have fun. This large-scale delivery and signing event is a two-way journey between Changan Ford New Energy and users.
Adhering to the product concept of "road to simplicity".
2024 is a year of high-intensity competition in China's automotive industry, the industry price war is intensifying, and a new round of auto marketing reform is brewing. In the face of the more complex the competitive landscape, the more we need to concentrate and accurately judge the essence of things.
The essence of things is often simple and simple, and "simplifying the avenue" means being able to turn the redundant into concise. Therefore, it can be seen that in the current car circle, Changan Ford New Energy simplifies complex problems and uses "wild" to fight "volume". Changan Ford New Energy adheres to Ford's purest way of car manufacturing, and takes "simplicity on the road" as the background color of its products, creating a family of explorers with rich model products.
In terms of appearance, the Ford Explorer is full of "big" style, with a wheelbase of more than 3 meters, a luxury yacht cockpit of nearly 6 square meters, and a large sunroof comparable to the sun deck of a yacht. In the interior, the atmospheric design is the only one in the same class, with the largest 17-inch HUD head-up display in the same class, 12.3-inch LCD instrument panel + 27-inch 4K central control screen.
In the invisible place, the Ford Explorer adheres to the professional way of Ford SUV, even regardless of the cost, using the longitudinal rear-wheel drive layout that is only available in luxury cars, and the front and rear swing arms of all-aluminum alloy to create a superior handling level. In addition, the Ford Explorer also uses a high-strength cage body, with a maximum strength of 1700Mpa, and high-strength steel accounts for more than 50.8%, and the body materials are unambiguous.
To return to the essence and pursue the ultimate performance. The Ford Explorer is equipped with a class-leading 2.3T+10AT golden power, achieving the fastest acceleration of 100 kilometers in 7.6 seconds. On the Kunlun pinnacle version, it has also been upgraded and equipped with a Torsen limited-slip differential, which has achieved a "hardcore luxury on top of hardcore" with the blessing of intelligent four-wheel drive, TMS terrain management system, and six driving modes.
Intelligence is recognized in the industry as the second half of the automobile competition, and the Ford Explorer does not hesitate to increase intelligence to achieve simplified operation. The Ford Explorer is equipped with the L2+ Co-Pilot 360™ intelligent driving assistance system, which can realize 18 advanced driver assistance functions, and is equipped with a class-leading V2I vehicle-road cooperation system, which provides convenience for users to travel to distant places.
For its flagship car building approach, the Ford Explorer was awarded the J.D. Power (Jundi) ranked first in the 2022 China New Car Quality Research Large SUV, and is trusted by users with its ultra-high value retention rate. At present, the Ford Explorer has become one of the most popular mid-to-large SUVs in the Beijing area.
Condense the spirit symbol of the explorer
How does the car connect with the user? Changan Ford New Energy's answer is: let users become the protagonists and tap the deep needs of users.
iResearch Research Institute once pointed out in a research report that in the face of complex market demand, auto brands need to cultivate a group of brand "die-hard fans" if they want to maintain the long-term growth of the brand. Auto brands target the target group according to their brand characteristics, gain insight into the deep-seated needs of these users, and resonate with users in terms of service and spirit, and these "die-hard fans" will provide nutrients for the long-term development of the brand through word-of-mouth marketing and repurchase.
If you analyze the user portrait of the Ford Explorer, it is not difficult to find that most of the Ford Explorer users are 35-45 years old, and this group is willing to spend more time exploring and traveling while balancing family and career after having rich life experience and economic foundation, and is also very socially responsible.
On the one hand, the Ford Explorer has a "more luxurious, more hardcore" product force, and continues to make breakthroughs in product performance and technological innovation. On the other hand, after gaining insight into the unique user characteristics, Changan Ford New Energy strengthened the label of "adventure" to gather more potential users.
This delivery event is a vivid portrayal. 500 Ford Explorer owners collectively signed the "Inspector Fu Convention" to become the new Inspector Fu, and the new and old Inspector Fu passed on the spirit of "exploring with awe and traveling with responsibility". For example, Changan Ford New Energy awarded the title of Inspector Kunlun of the Year to Inspector Sheng Pingfu of the Yangzhou Blue Sky Rescue Team. In July last year, when a catastrophic flood occurred in Beijing-Tianjin-Hebei, Shanping immediately organized an assault boat to rush to Zhuozhou, Hebei Province for rescue, and within 4 days, more than 240 people were rescued and transferred, fully demonstrating the spirit of explorers of the times.
At present, several typical marketing methods such as car owner clubs, brand fan groups, and content ecosystems have been common in the automotive industry. The action of Inspector Fu is not only a simple marketing activity, but also a greater significance of car companies calling on users to actively practice and assume social responsibility. In this process, the spirit of sincerity, courage and adventure is transmitted between car companies and users, and between users and users.
Thanks to the unique "spirit of adventure", Changan Ford New Energy and users have achieved common growth. For users, Inspector Fu's actions are very consistent with their inner spirit, and it is a platform for them to realize their personal value and social value; For Changan Ford New Energy, while fulfilling its social responsibilities, it has also achieved the enhancement of brand value and the consolidation of user relationships, laying a solid foundation for its long-term sustainable development.
Go both ways with your users
At present, China's auto market has switched from a high-speed growth stage to a new stage of high-quality development, and the development of the mainland auto market is gradually transitioning from an incremental market to a stock market. The old order is being reshuffled, the new order is being established, and the demand of the new generation of car users for spiritual content is constantly improving with material satisfaction.
The similar value orientation, discourse logic and action guidelines among the circles make them have higher purchasing power and stronger consumption stickiness. Therefore, in the increasingly involuted and homogeneous automobile market, the unique brand tonality and automobile culture circle are also the key points for car companies to build differentiated competitiveness.
Changan Ford New Energy, which is well versed in this, has transformed from a service provider to a platform manufacturer and transformed users from participants to leaders by creating the IP of Inspector Fu.
In fact, Inspector Fu is not a new action, but a unique user circle and co-creation experience platform launched by Changan Ford New Energy three years ago, creating opportunities for users to go "wild" and pass on great love while exploring great beauty. A spark can start a prairie fire. The Inspector Fu Glory Camp has gathered more than 35,000 Inspector Fu, and nearly 100 Inspector Fu public welfare actions will be held in 2023 alone. From the sand prevention and sand fixation action in Dunhuang Yadan Devil City, to the protection of the China Water Tower in Sanjiangyuan, to the ecological restoration of wetlands in Chongming Island and Hainan, Changan Ford New Energy has brought users an unusual car owner activity to see the beautiful scenery and fulfill their responsibilities and responsibilities.
In addition to organizing public welfare activities and fulfilling social responsibilities, Changan Ford New Energy is also giving back to its "iron fans". It is reported that Changan Ford New Energy has set up a wealth of rights and interests for "Inspector Fu", and the "top" Inspector Fu who has reached the black gold level not only has an exclusive number, but also can get a 7% discount to buy the rights and interests of explorers.
In recent years, by exploring the inner needs of different circles, continuously customizing emotional and valuable content, and at the same time in-depth operation, continuous output of brand value and culture, and enhancement of brand identity, Changan Ford New Energy has demonstrated its unique charm in brand image building and social responsibility, and built a solid moat in its cultural DNA.
From adhering to the concept of "simplifying the road" to building cars, to creating a unique cultural circle, Changan Ford New Energy not only demonstrates the responsibility and feelings of the enterprise, but also sets a new benchmark for the entire automotive industry.
The road is long and the line is coming. For Ford, which has been around for 121 years, long-termism is not empty talk. In the new round of automobile competition, Changan Ford New Energy will continue to unswervingly "user-centric", allowing users to feel the brand culture and high-value product strength. The future is promising. In the near future, Ford Explorers will welcome more Inspector Fu to set off together to explore the great beauty, practice the great love, and create more beauty.