Hongqi H7 made a high-profile appearance at the Chengdu Auto Show, rebranding in the high-end market and aiming at the official car market
The era of the automobile has arrived, and a variety of new styles of cars have emerged, ranging from smart cars to electric vehicles, as well as new energy vehicles. Traditional auto companies have also begun to make efforts in corporate transformation and brand breakthroughs.
At this year's Chengdu Auto Show, the Hongqi H7 model made a high-profile appearance. Since the recent mass production ceremony of the Hongqi H7 off-line in FAW Group, the Hongqi H7 model has only appeared in the "main battlefield" of FAW Group, Changchun Auto Show. Now this Hongqi H7 model has made a high-profile appearance at the Chengdu Auto Show, and Hongqi Automobile has not launched a new model for many years, so such a high-profile appearance is very unexpected.
This Hongqi H7 model is an autonomous high-end model car built by FAW Group in accordance with C-class standards, equipped with FAW's self-developed automobile engine and key auto parts such as axles, which are divided into 2.0T and 2.5L, as well as 3.0L three car displacement types, and the models listed in advance will be equipped with 3.0L engines, priced at about 250,000 yuan to 400,000 yuan. At the same time, a plug-in hybrid model based on the Hongqi H7 model is also under development. It is understood that this Hongqi H7 model will be booked by government agencies in October this year, and will be opened to the automotive market from next year, and international luxury car brands such as Audi and Mercedes-Benz will launch a market share battle.
Reshaping the brand image in the high-end automobile market is a major challenge for Zhang Xiaojun to be transferred from the executive deputy general manager of the Audi sales division of FAW-Volkswagen to the general manager of FAW Automobile Sales in July this year.
Judging from the Faw-hongqi automobile brand development strategy released by FAW Group at the beginning of this year, Faw-hongqi automobile is aiming at the official car market. This is very similar to the development strategy of Audi Automobiles at the beginning. However, the official car market alone will not be able to support the huge car sales target. Therefore, Audi cars eventually transformed into the private car market. Compared with Audi, the official car image of Hongqi Automobile is very bad.
Because FAW-Volkswagen Audi has many years of marketing experience, Zhang Xiaojun discovered this after taking office in July this year. Chengdu is the third largest private car ownership city in China, with a huge private car consumption market, Chengdu Auto Show is also one of the best regional auto shows in China, known for its high car sales. After the hongqi H7 model was unveiled at the Changchun Auto Show, it was unveiled in a high profile at the Chengdu Auto Show. If the exhibitor wants to get close to the Hongqi H7 model, they must fill in the reservation form at the auto show service desk. It can be seen that this is an exploration of the private car market by Hongqi Automobile.
In fact, the automobile brand of Hongqi has surpassed its significance as an automobile brand, and Hongqi carries more people's expectations and confidence in the automotive field. If FAW Group wants to develop and grow Hongqi, it must carry out strong marketing publicity, as well as excellent automobile strength and considerate and thoughtful related services, rather than just eating the old and consuming the influence of Hongqi in the hearts of the public before the automobile brand.