Facing the owners of Wei brand Macchiato, Macchiato launched "Easy Courtesy", which provides users with many excellent services with high safety and low price around the whole life cycle of the car, so that young people can travel without worry and pressure.
Easy-to-buy low down payment or 36 installments of 0 interest, with a maximum subsidy of 5,000 yuan for car replacement;
Easy to use the first owner's three-electric system, engine and transmission lifetime warranty, 5-year/15000 km vehicle warranty;
Easy-to-play basic services/exclusive services/basic traffic are free for life, and entertainment services (including traffic) are free for 3 years;
At this auto show, we interviewed three leaders of tank brand about Macchiato and its brand development direction: Qiao Xinyu of Wei brand, Xie Jingying, marketing director of Wei brand Macchiato, and product director of Wei brand Macchiato. Listen to what they say.
Weipai CMO Qiao Xinyu
Media: Is it the first time for Weipai to come to Tianjin Auto Show? Why did you choose Tianjin Auto Show to launch Macchiato?
Qiao Xinyu: Tianjin is an auto show that we think is very important. Tianjin International Auto Show is the largest and most comprehensive international auto show in the northern region this year, which has an important impact on helping China auto market recover. Our brand attaches great importance to this auto show.
In fact, this auto show is not the first time for Wei brand to come, but the first time for Macchiato, Latte and Mocha coffee series models after our brand revitalization.
Another, Tianjin is very energetic. After coming, everyone can feel its youth and vitality. This feeling is actually similar to Macchiato's creative spirit, so we also hope that this car can bring new vitality to more consumers and bring a very creative feeling, whether in Tianjin or the whole country.
Media: The listing of Macchiato represents the intelligent hybrid landing of our Wei brand. How does this affect our Wei brand?
Qiao Xinyu: I will say this from several aspects. At the previous auto show, many media teachers also asked this question when we appeared. We think so. First of all, from the general trend of the country, the country has set the goal of carbon neutrality and peak carbon dioxide emission last year. We believe that the future development of the whole industry must be done in this direction.
If we really want to achieve the goal of reducing carbon, the automobile industry is very important. I read a report that the contribution of transportation to carbon emissions is very high, which means that the country has made a clear direction now, and the whole automobile industry will develop in this policy and environmental protection direction in the future.
In the development direction, it is nothing more than choosing hybrid power or pure electricity, which may be related to the strategic planning of our whole company. There is Euler under the Great Wall Motor. Euler has mainly done pure electricity in recent years. The future Wei brand will be a hybrid architecture, including the 48V optical hybrid Mocha and this Macchiato HEV. In the fourth quarter, we will also release plug-in hybrid vehicles. No matter how our category expands in the future, mashup is a very important part of our overall strategic layout.
In addition, from the perspective of the current industry, in fact, many independent new brands have begun to make mixed layouts. Whether Changan or Chery, we believe that the mix carried by Wei brand, together with our efforts with other brands, will definitely enter the mix market monopolized by Japan, and we believe that it can open a sky for independent brands.
Product director of Wei brand Macchiato.
Media: Macchiato just mentioned 8 155 at the press conference, and also mentioned automatic parking. There are many scenes in this regard. It is also the first model equipped with DHT, so what is its positioning?
Wang Bo: Macchiato positioned a new generation of intelligent hybrid SUV. We interpret the new generation of intelligent hybrid from three aspects. The first is the new generation. In two aspects, one is a new generation of smart cars with brand replacement. This is the interpretation of our new generation. On the other hand, compared with the hybrid in the market, the market is mainly Japanese technology. Macchiato is the first product equipped with intelligent hybrid hybrid technology, so it is also obvious compared with the existing hybrid technology.
As the teacher said just now, Macchiato is equipped with the strongest 8 155 Qualcomm chip in the automobile industry, so we are also very advanced in intelligence, including our intelligent configuration and functions such as integrated parking and transparent chassis, which is very advanced in the same class.
Intelligent hybrid DHT is the world's first hybrid dual-motor architecture, which has the best efficiency in full speed range and all scenarios. Compared with the hybrid technology in the market, it has excellent power performance, including our direct drive capability, while ensuring energy efficiency.
Xie Jingying, Marketing Director of Wei brand Macchiato.
Media: What new marketing measures will Macchiato take in the next stage, so that we can take unexpected measures?
Xie Jingying: Everyone also saw the positioning of our car. Fun without boundaries, Mali is fully open. Young people dare to think, dare to think and dare to rush, and can turn ideas into actions, which is very immediate. For example, if you think of something, you want to realize it or act immediately.
We want to communicate with young people, so Macchiato will close the distance with users with the idea of traveling a thousand miles, and exchange the intelligence, technology and design of our products with young people in the future through colorful life scenes such as travel. In view of the introduction of all new products and technologies, we are also thinking about how to let everyone really try this horse at the terminal and manufacturers.
Now, on the national distributor side, two more important experience IPS have been launched.
First, do not try, do not sell. The real technology must be combined with the user's real scene, so we don't try or sell it in all terminals and manufacturers' IP terminals, and we can also win the exquisite Starbucks coffee cup and Universal Studios 528 yuan Happy Gold, so that young people all over the country can become Bole.
Second, we issued a fuel-saving challenge in the listing activities. After users really mention cars, they can enjoy our technology, fight with users in the national community, and make a real reputation with their own voices and scenes. What truly reflects technology is the good reputation of users, and we are strengthening the real user experience. The follow-up will also be done around the experience. Whether in the whole country or in key areas, we should thoroughly understand this point.
Media: At present, Macchiato has been listed. What is the arrival status of 4S stores nationwide, and the subsequent delivery date?
Xie Jingying: First of all, the prototype and test drive of our terminal have been equipped for nearly a month. In order to ensure brand-new products, we started a smart factory in Rizhao, Shandong Province, with brand-new production technology and capacity, but this year we also encountered chip problems in the industry, and we are gradually alleviating them. From 10, the user's order car is continuously delivered to the terminal. It is estimated that after 1 1 day, users can pick up cars one after another, and our subsequent supply is basically no problem.
Media: Macchiato mentioned the attitude of "walking and walking" at the press conference. What kind of information do we want to convey to users?
Qiao Xinyu: I think it is almost eleven. Everyone wants to leave. But in fact, for all people of our age, it is actually quite difficult to leave, and those post-90 s and post-95 s around me are really people who just leave.
I met a friend yesterday, and he said he would go out to play on the eleventh. I said, should we plan ahead and book the air tickets and hotels? He said I don't want it. I'm leaving without my bag. I think this attitude is really free and easy, and I especially envy them. I think most people may be envious.
What do we want to convey about this car? The teacher just introduced this car. It has a long battery life of 1 100 km. Basically, you don't have to refuel or think too much. We just have to say go. On the other hand, in terms of driving comfort, all media teachers may have participated in our test drive, and the combination of speed, smoothness, quietness and economy can bring complete driving pleasure.
In addition, this car, with its own intelligent configuration, was shipped from our flagship model Mocha. Whether you are in the field of intelligent driving assistance or intelligent cockpit, it is really strong. There is a G-file smart space inside, which makes everyone very relaxed and happy during the whole driving process. Usually, you can play jokes on Xiao Wei. There are many cloud voice packets in the background, and many answers will be interesting.
So, to sum up, driving out for the first time. Everyone has no burden and their mentality is very relaxed. Second, this car can give users a plan to leave.
Media: Weipai is the upward representative of Great Wall Motor. What are the upward breakthroughs of hhui? Wei brand has always been in a leading position in intelligent technology, and it is relatively early to build an intelligent cockpit. What are the plans that attract more attention and greatly surpass the same level in the future?
Qiao Xinyu: In the previous auto show, we kept releasing information to the outside world. In terms of our own technology, we are more confident, because Great Wall Motor has always been a leader in the whole industry, such as coffee intelligence, intelligent cockpit and other technologies, which are the first to take the lead in taking the prestige brand.
From Mocha to Macchiato, we have completed two copies of the three-cup coffee product camp. One represents intelligent travel and the other represents intelligent mixing, all of which are the results of the accumulation of technological advantages.
Then, no matter how we make products in the future, a high level of intelligence, especially a high level of intelligent driving assistance and all-in-one hybrid power, is the underlying support of our technology. Judging from our own products, in the future, our products will definitely break through the existing pattern. For example, the brand-new retro driver who appeared at Chengdu Auto Show has attracted great attention. In addition, we will launch another product at Guangzhou Auto Show. From the end of this year to next year, we will continue to expand our product camp. Of course, the launch speed of such products is inseparable from our excellent technology accumulation and reserve.
In fact, products and technology alone are not enough, and our user-centered concept will continue to be practiced. This concept exists not only in the process of building our own products, but also in our internal organization. For example, why invite General Manager Wang Bo and General Manager Xie Jingying to attend today? Because in our Wei brand, a product combat unit has been set up, which is responsible for goods and technology and marketing. They are actually a group. In addition, we are now building an application and community that is in direct contact with users. On the APP, we have 450,000 users, but now the registration volume is close to 900,000, and the daily activity can reach 13%, which is larger than many commercial apps. In addition, we have established more than 4000 user communities, which can listen to users' feedback in time. For example, when he needs to improve product intelligence, such as poor screen operation and some logical problems, we can quickly collect these contents and solve them by upgrading the vehicle at any time.
It can be seen that we have not only shouted slogans in the user-centered concept, but in fact, we have already landed.
Media: Hybrid models will be promoted in the future. In fact, for hybrid vehicles, especially in two areas that everyone is very familiar with, I would like to ask what is the difference between us and these two areas?
Wang Bo: Now there are two mature fields in the market.