Text | China products and China marketing have opened a smooth road for promoting French automobile sales.
Previously, Versailles C5X took the lead in relying on this logic to become the head of monthly and annual sales of French cars. Dongfeng Citroen Tianyi Beyond, which went public last week, seems to want to rebuild the road to success, even more intense.
Only three basic models are available, namely, 360THP without hesitation version, 400THP skyline version and PHEV Day Our Life version. The pre-sale price is 157700 yuan, 17 1700 yuan and 23 1700 yuan respectively. There is a slight difference in configuration between them, but the core is power.
It is most obvious to read English without reading literature. One power version and one configuration, with additional demand and optional package, ranging from 4000-30000 yuan, for people to buy as needed.
According to the opening remarks, Citroen's brand gene is "bold, beyond the vulgar" and breaks through itself. This pricing model is really interesting.
First based on products, and then talk about cultural gameplay, in fact, it is a bit like the ideal practice of building a new force. Ideal has always insisted on launching only one product, not such a rich basic configuration. The benefits of this are:
First, the entry level is high, and consumers don't have to worry too much about the gain and loss of configuration;
Secondly, only one product is produced on the production line, from parts procurement, logistics to assembly production, which can release production capacity, minimize unnecessary losses, improve efficiency and reduce costs.
Reducing decision-making costs and compressing production costs is essentially a win-win situation.
In the past, French cars wanted to "educate" the China market by forcibly using car attitudes, but now they are launching products suitable for the China market to convey the attitude of French lifestyle.
The slogan of French life must be shouted, and the core is to make products China and marketing China.
In other words, let's work hard together.
The only purpose of Citroen Tianyi Transcendence is to make consumers willing to buy products and promote them at the lowest cost.
The first thing is the persistence of modeling.
Don't do superfluous gild the lily, it's basically the style of overseas version.
The new car is a more traditional Citroen style. A brand-new design language-the aesthetic design of contour extension is not radical, and the contour is still the same as before. There's nothing wrong with that. The front face is a penetrating design that China people also like very much. Two bars in the net connect the daytime running lights with the logo, and the side inherits the traditional suspended setting and scratch-proof enclosure. The back end adopts three LED strip designs, bringing more exquisite visual effects.
The fundamentals have not changed, and the details have been adjusted, which is slightly conservative, but there is nothing wrong with it. After all, the basic discs and fans of the French car itself have always been there, but the previous downturn in sales was not a problem of styling design.
Sell French cars to people who still like French cars. First, use products to bring you into my circle. When you accept Citroen, you will naturally enter French life and become a part of this cultural circle, and then you will do marketing promotion around it.
(Photo/Text/Photo: Pacific Auto Network Q&A called Beast)