Introduction: Is user-centricity the same as blindly pandering and flattering? In this regard, Citroën, which has inherited a century-old history and is different from you, has its own unique understanding and persistence.
"I think Citroen is a real user-oriented car company, and the century-old history of car manufacturing has always adhered to the people-oriented, emphasizing the feelings of users and people."
Frankly speaking, if it is not a face-to-face interview and exchange, it is difficult for you to feel from the bottom of your heart that romantic French people come from the confidence, calmness and pride in their bones.
On the morning of October 21, the 22nd Wuhan (International) Auto Show opened as scheduled.
As the host, Dongfeng Citroen, although this year's heaviest Versailles C5 X, has been high-frequency at major auto shows for more than half a year, and it is not a new car.
However, in order to highlight the importance of the base camp, it still brings a very personalized and interesting new product - Tianyi Riding Adaptation.
With the help of Tianyi Riding's adaptable auto show debut, Dongfeng Citroen's marketing outlet line - general manager Lu Tengyun and deputy general manager Qu Hongyu conducted an open and honest exchange interview with local media.
<h1 class="pgc-h-arrow-right" data-track="15" > Tianyi Ride Edition limited to 500 units, first order, first served</h1>
As mentioned earlier, in addition to the existing "net red" car Versailles C5 X, the most interesting car at the Dongfeng Citroen booth is the Tianyi Riding Adaptation.
This is a newly launched "modified" version based on the 2021 Tianyi 1.8T version (Yuexiang and Premium) models.
The most prominent highlight of the new car is that the original factory has added a very personalized customized "riding bag" to you:
It mainly includes the same car stickers of the World Tour AG2R Citroen Team, 3M thermal insulation explosion-proof film, Luxury large surround environmental protection foot pads, Luxury waterproof and environmental protection suit pads, bicycle roof racks, Premium competition level mountain bikes, ACT same cycling clothes, etc.
On why he chose to push such a customized version of the model at this time, Lu Tengyun said: "Citroën wants to give customers comfort, not only physical comfort, but also a healthy lifestyle, and mental happiness. ”
According to Lu Tengyun, the Citroën brand has a deep relationship with cycling sports.
As early as 2015, Citroën began to strongly support some cyclists participating in the Tour de France;
This year, the Citroën brand has become a long-term partner (2021-2025) with the French company AG2R LA MONDIALE and formed an AG2R Citroen team to participate in various cycling competitions around the world.
In a word, Dongfeng Citroen hopes to convey citroën's brand spirit and value proposition to the majority of cycling enthusiasts and target customer groups.
Enjoy it, because you are different, Citroen is a pursuit, tasteful, positive, advocating healthy and environmentally friendly green travel such a French brand.
Of course, if you think that these statements of Lu Tengyun are somewhat metaphysical, then Qu Hongyu's supplement can be said to be more frank and straightforward.
"We are pushing new versions at the right time to maintain the market heat and attention of Tianyi's SUV sales pillar," Qu hongyu added.
You know, in addition to the Versailles that this year is pushing, Dongfeng Citroen actually has a number of good products, such as Tianyi, a comfortable flagship in the field of SUVs.
It is reported that the custom packages worth thousands of yuan added above the Tianyi Ride adaptation version are completely free gifts to the owners, limited to 500 units, first ordered, first served.
Lv Tengyun, General Manager of Dongfeng Citroen Marketing
"If the market response is enthusiastic, it is not excluded that we will continue to push new customized models in the future to continuously enrich and meet the increasingly young and personalized car purchase needs of consumers." Lu Tengyun said.
<h1 class="pgc-h-arrow-right" data-track="129" > a century-old heritage, Citroën is a user-type car company</h1>
It is worth noting that in this interview, in addition to the information about the product dimensions such as Tianyi Rider Adaptation Edition and Versailles C5 X, Lu Tengyun's words were also thought-provoking when answering the media's question about how Citroen understood the somewhat philosophical question of "user-centricity".
What exactly is a true "user-oriented" enterprise?
When the word user-oriented is about to be used badly, almost every new brand, and every traditional car company in the transformation, frequently mentioned at the press conference and each of them flaunts the user-oriented enterprise, what is the user-oriented enterprise, but it has become more and more blurred and confused.
Do you count? Does Tesla count? Does Apple count...
Zhang Zutong, a senior executive of Dongfeng Group, visited the Citroën booth
Perhaps many people have listened for a long time, open their mouths to come, Weilai must be counted, and Weilai is the benchmark of "user-type" car companies, as well as the first to propose and practice this concept of the new force representatives.
In Weilai, the owner and user are not only the god of wealth and the devotee, but also the living treasure of "God's God" held by Weilai in the palm of his hand.
Li Bin even did not shy away from it, weilai's most indestructible "moat", that is, for users and services, a number of car companies, especially among the new forces, so far only Weilai has done the ultimate in serving users.
Correspondingly, Teslas, who have always been "self-righteous" on the top, must not be counted.
Apple, in the same way, the core of the Spirit of Jobs is that Apple is the most bullish skin, we only need to follow our professional understanding, focus on polishing our products to the extreme, users listen to us, buy our products on the right.
So you see, the same is the popular star car companies and brands, they can also have a world of differences in the treatment of users, or even completely different concepts and practices.
But it is undeniable that even brands and companies such as Tesla and Apple can still create the industry's top products and give users the most extreme (product) experience.
For the user-centric, user-oriented thing, Citroen obviously has its own unique and deep understanding and thinking.
"Citroën does not pursue cold technology, and never overemphasizes indicators such as tough power performance, but always adheres to the people-oriented, focusing on users and people's feelings."
Lu Tengyun said frankly that looking at the global automotive industry, if you really screen user-type car companies, he believes that Volvo originating from Sweden is one, safety first, and the life safety of car owners and passengers is above all else;
The same Citroën is also one, the safety, comfort, environmental protection and other brand DNA, throughout.
In the process of Lu Tengyun talking about this and analyzing the examples one by one, you can feel in your heart the confidence, calmness and pride in the bones of the French and french cars.
Of course, it is also very direct and honest, and you can also feel that these are not pretending and want to deliberately pander and please.
I have to say that this is very Citroën, very legal.
As the old cannon of the car industry second only to Mercedes-Benz in the history of car manufacturing, the French car represented by Peugeot and Citroen is extremely deep in terms of technical accumulation and cultural heritage.
In a sense, Citroen's understanding of the car is indeed not comparable to a group of new forces such as Weilai who are accustomed to flaunting "user-type" car companies.
Only in the context of the great changes of the times, china's automobile consumer market is far from mature, many families and individuals have just had the first car of their lives, Citroen's self-insistence on self-oriented, people-oriented car-making concept, may not be able to be understood and recognized by the general public consumers.
It is no wonder that, as Lu Tengyun said, on the matter of building cars with users as the center and people-oriented, Citroën is obviously very focused and persistent;
But many times the reality is that those car companies that are good at sensationalism and blindly catering to consumers have successfully labeled themselves as "user-oriented" car companies.
So you see, what exactly is a user-centric, user-oriented enterprise?
Perhaps, the answer lies in the heart of every consumer.
Le Tease Observation:
How should the Jedi Strike Back war be fought, and how will the marketing direction continue to exert force?
Absorbing too many lessons from the past and Chinese experience, Made in China, sold globally, at the beginning of the Versailles C5 X with many tailor-made elements for Chinese consumers, under the concentrated efforts of the Shenlong and Dongxue marketing team, the sound level became a proper net red car, and the sales level is currently said to have exceeded 10,000 orders and won the first battle.
In line with the marketing idea of points with surfaces and each breaking, on the basis of versailles' already relatively successful, Dongfeng Citroen hopes to help Tianyi by pushing new styles, expanding sound volume and innovative marketing.
Qu Hongyu, deputy general manager of dongfeng citroen marketing
As the flagship SUV that inherits Citroën's "century-old comfort" gene, Tianyi Ride Adaptive Edition creates a "4+2" healthy travel mode of physical and mental happiness with professional-grade comfort that "has skills to follow", and conveys the brand's strategic goal of "harmony with people and promotes sustainable environmentally friendly travel", which is expected to help Citroën's brand image upgrade and renewal.
As Qu Hongyu said, Dongxue's next marketing ideas are "inseparable from its origins, returning to the parent brand, and taking the user as the center.".
Everyone just has to work hard, and the rest is left to Tianyi.