After a year of active or passive changes, it is of course necessary to sum up experience and reflect on lessons. Of course, there will still be hope for next year, so the four words selected from the letter "Y" all contain the meaning of reviewing the past or looking forward to the future. Whether it is nostalgia for the past or years of the New Year, let's find out in our article.
A brief introduction to the series of topics of Victory;
At the beginning of the new year in 2020, an epidemic broke out suddenly in COVID-19. In the face of this war without smoke, all walks of life have launched a tough battle against the epidemic, and car companies have also actively responded, resuming production and returning to work in an orderly manner while preventing epidemic. After the epidemic was effectively controlled, most car companies began to rebound, pushing new products, promoting marketing, opening channels and talking about cooperation. The domestic auto market once again ushered in a lively scene, achieving a strong recovery in the shape of "V" and creating an incredible victory. In order to remember such a special year, we specially planned a major event in 2020 and set its key word as "victory". This issue is the fifth in a series of topics, and we will have more than two keyword topics, so please pay attention.
This issue is also one of the victory series. After V, I, C, T, O and R, the key word we focus on this time is "Y" in victory, which is divided into dimensions such as YesAuto, Yesteryear, Youthful and Yearning to explain the big events in 2020.
★? YesAuto？ Car home overseas brands
2020 is the year when car home officially went to sea. Many planned businesses were blocked by the epidemic, but many things were realized by rich communication means and diligent colleagues. Here, let's take a look at the growth of car home overseas substation YesAuto in the past year. Welcome to YesAuto? The UK and YesAuto DE watch the excellent content produced by the UK/Germany substation.
To some extent, building a YesAuto website from scratch is similar to creating a civilization in the Civilization V game. First of all, from the perspective of staffing, the initial stage of the game is definitely stretched, so after building the basic content framework in less than a week, we will start to lay the foundation. At that time, there were only two original editors in the British substation and only one in the German substation. The main job is to update the major issues of the automobile industry every day. Official maps of new cars, spy photos, industrial news, new cars on the market, racing news, etc. All-encompassing. Although the work content is relatively basic, it is the only way to attract readers, and it is also the foundation that must be laid for building an excellent automobile website, so it must not be sloppy. Therefore, when you open the original content interface of YesAuto in the first three months, you will find that although the authors are all familiar old people, the information, accuracy and interest are not compromised.
Later, the original content teams in Britain and Germany ushered in fresh blood, which not only further expanded the production capacity of content, but also broadened the ways to borrow test cars from manufacturers, so the richness of the articles was also significantly improved. In order to keep up with the way audiences get information in the new era, it is inevitable to take the road of video. I still remember that in the first two weeks of the establishment of the YouTube channel of YesAuto UK sub-station, it was difficult to make the video play more than three digits. However, with the gradual improvement of the epidemic situation, the enrichment of content and the improvement of editing methods, hundreds of videos began slowly, and then rose to 1 000,2000,5000. The first video with over 10,000 plays occurred about four months after the channel was established. Now, based on the vast number of fans and increasingly rich test models and news topics, the comments and likes at the bottom of each video are very satisfactory.
Of course, as an international company, experience exchange, resource exchange and transnational cooperation between different countries have never stopped. On August 18, the online activities of the 8 18 Super Auto Show were jointly held by the three places, which also brought new exhibition forms and thoughts to the traditional media environment in Britain and Germany. On September 26th, 2020, the only A-class auto show in the world kicked off in Beijing. For YesAuto, which has a large staff in China, this is a good opportunity to show exclusive news and excellent timeliness. From the results, we can also see that some new car launches that are instructive to the British and German markets have been reported in depth and accurately at the first time.
"About the exclusive report, we are serious and professional. 』
In addition to the auto show, car home and YesAuto are also the most important starting links in the new car market. New Mercedes-Benz S-Class, Maserati MC20, Lamborghini Huracan? STO and BMW? The launching activities of iX and other vehicles are all due to the concerted efforts of Qi Xin at home and abroad, which has contributed to car home's exclusive in-depth coverage of China media, which is also a direct proof that car home puts user needs first. It is worth mentioning that, in order to better understand the automobile culture and automobile perspective in Britain and Germany, we have also opened up a series of columns of "Editing and Chatting in Three Places", so that you can appreciate the perspectives and elegant demeanor of different parts of the world without leaving home. 202 1, we will also upgrade this column, when the topicality and popularity will be further enhanced, you are welcome to continue to pay attention!
★? Yesterday: the past days
In the past year, we have experienced many difficult moments, such as bidding farewell to many models/brands that we once loved. In the previous inventory, colleagues reviewed those brands that have passed away, and I want to remember those models that have entered or are determined to enter history.
Toyota Crown? Originally, I wanted to include the domestic Prado in this part, but considering that I just bid farewell to the market temporarily because of the replacement, I don't have so many regrets in my heart, but the crown is different. 15, after three generations of models, FAW Toyota Crown still failed to resist the crazy impact of competing products and bid farewell to China. I still remember that the domestic crown ranked first in the medium and large-sized car market with the sales performance of 2992 vehicles in the first month of listing. By the end of 2006, Crown had sold more than 60,000 vehicles, accounting for more than 30% of the premium car market. In 2007, the annual sales volume of Crown reached 5,365,438+004 vehicles. At that time, the Chinese people's favor for this advanced Toyota car was obvious.
However, the story is about to turn from here. In 2008, the annual sales volume of Crown dropped to 45,427 vehicles. The first13rd generation car that went on the market in China in June 5438+February 2009 failed to regain its former glory, and the sales volume was even less than 1000 a few months later. 14th generation crown, despite the exclusive front face and long wheelbase blessing in China market, failed to boost morale with sales volume, even after the price reached the range of 200,000 yuan, there was not much improvement. With the attack of "BBA" with similar prices and various luxury brands, everyone realized that it was only a matter of time before the crown disappeared.
I used to think that the decline of the crown was due to the lack of original design and materials, as well as consumers' obsession with the luxury brand logo. However, when I learned a few weeks ago that Crown was going to stop production in Japan, and it was likely to return in the form of an SUV, I realized that even a car company like Toyota, which ranked first in the world in terms of profit, could not afford a rear-drive platform car only for a single market, which was really embarrassing. In the name of the death of the 14th generation crown, it may be the last decent thing to let the crown leave China.
Bentley Mu Shang/6.75L V8 engine? Mu Shang, which appeared as the flagship in Bentley's contemporary product line, was once again hidden in the history books and retired with the famous 6.75-liter V8 engine. Since 20 10 was put into the market again, Mu Shang has assumed the top responsibility of Bentley in luxury cars. This model, designed by Crewe for the first time since 1930, obviously inherits the elegant mantle, atmosphere, majesty and solemnity in appearance and temperament, without losing its proper proportion and vigorous posture, as well as the traditional luxury atmosphere in the car. If there is so-called "neoclassicism" in automobile design, Mu Shang is the most suitable case.
The most "neoclassical" part of Mu Shang is the 6.75-liter twin-turbocharged V8 engine in the engine compartment. Oh, by the way, according to Bentley himself, it should be six and three-quarters liters. 1959 when this machine was first equipped on Bentley S2, its displacement was 6.25 liters. After 9 years of upgrading, the stroke of the engine has increased to 99.06 mm, and the displacement has also reached the classic 6 and 3/4 liters. Before production was stopped in Mu Shang, this engine was able to produce a maximum power of 537 HP and a peak torque of 1 100 Nm with the help of two turbochargers.
However, the upcoming Euro-7 emission standard really makes this classic engine feel inadequate, and Mu Shang's not dazzling sales can't convince Bentley to continue manufacturing it. So after the 0/00th birthday of brand/Kloc-00, Mu Shang, wearing glory, made a curtain call with a totem-like 6.75-liter V8 engine, and this kind of reluctant farewell will be staged frequently in the next few years.
Mitsubishi Pajero? I believe that many people's enlightenment on off-road vehicles started from Pajero, and I am no exception. This model, which was born in 198 1, has a short history compared with other well-known Japanese off-road vehicles. However, as Guangzhou Automobile Mitsubishi, Changfeng Cheetah, Zhanjiang Samsung and other manufacturers have all produced/assembled in China, they are often seen in Jackie Chan's films, so it has deep roots in the motherland market. The fourth generation Pajero currently on sale first appeared in 2006. The models imported to China are equipped with 3.0-liter V6 and 3.8-liter V6 gasoline engines respectively, which are matched with 5-speed gearboxes. Before 15, this kind of powertrain still kept pace with the times, but from 2 1 3 century 10, it is basically only made of leather and durable.
Of course, this feature is no problem for a hard-core off-road vehicle, but it is really not optimistic compared with many competitors. During the model cycle of 15, Pajero has been upgraded twice in appearance, but the improvement of the interior only stays in color matching and materials, and the visual effect is still the style of 265438+early 20th century. The reason is that fewer and fewer passenger car product lines cannot provide enough profits. When the fourth generation models were first introduced, Mitsubishi also had Lan Se, Golan, Grandi, Ecclesiastes, Colt and other models. Now these models have been discontinued, and only the Grand is left. Lan Se, Phantom and several K-CARs have won the world overseas, and their profitability can be imagined. Therefore, Mitsubishi also announced earlier this year that it would officially stop production of Pajero on 202 1. In the days to come, maybe we can only recall the bobcats in the past in front of the model on the table.
★? Youth: Young? When the post-80s and post-90s are becoming the main force in the automobile consumption market, a group of people are also rising rapidly. They are generation z. As a group born after 1995, the growth environment experienced by Generation Z is very different from those born in the previous 5- 10, so their aesthetics and preferences are also unique. How to grasp the taste of this group of people has become an important topic for many manufacturers and brands. The rejuvenation mentioned here is not only limited to the shape, color and configuration of the car, but also includes the name of the car, as well as the unique car marketing plan for the Z generation.
According to the data provided by car home and Deloitte * * * in 2020 China Z Generation Automobile Consumption Insight Report, among the first batch of new cars purchased by Z generation, China brand cars account for 45%, which is in an absolute leading position. Because it is very necessary for China brand to capture the heart of Generation Z.. Among the many China brand new cars that will be launched in 2020, UNI-T of Changan left a deep impression on me. This SUV is the first model of Changan's new product line. How to shoot a good shot and lead the next generation's consumption orientation is a very challenging job, because it needs to jump out of the original design ideas.
From the final design, the visual effect of UNI-T is outstanding. The most impressive thing about the new car is the front air intake grille composed of 150 parameterized polygons, which is full of details and forms a changeable surface, which is quite three-dimensional from all angles. Coupled with the split headlights and the three-dimensional shape at both ends of the front enclosure, UNI-T is undoubtedly "full" in recognition. In addition, in addition to the layered tailgate, taillights and rear enclosure, the rear spoiler integrated with the UNI-T roof is also very brilliant. On the white UNI-T, the design effect is more obvious-against the background of the black roof and the black window, the white two-piece spoiler gives the new car smooth and coherent lines and gives it another appreciation angle.
It is undeniable that more and more manufacturers hope to seize the heart of generation Z in design, and Aion of Guangzhou Automobile Aian? V (Ian V) is also one of them. I have the opportunity to tell you about it. What I want to say is that strengthening the brand through design has been proved to be a feasible way several times, especially at the moment when Generation Z is paying more and more attention to China brand and China elements. Li Ning's rise through the "national tide" is a good example. Many people may still remember that two years ago, Li Ning launched too many red flag co-branded funds. This spark between China's head brands is likely to become more and more common with the continuous growth of Z generation.
As Wang Kai, head of marketing in Bi Li, Bi Li, said at the 8 18 China New Consumer Forum, the consumption concept, communication mode and attitude towards marketing of Generation Z are distinct and unique, which also tests whether automobile manufacturers can jump out of the existing thinking mode when advertising. Take Li Li Li as an example. Enterprises that can successfully publicize and promote products in information technology must be very familiar with the thoughts of mainstream users. They can grasp the preferences of these Z generations, combine popular things, and make communication plans in their own way.
A concrete example is Cadillac. His slogan is "no rear wheel drive, no luxury", which is easy to create in the mile. Through various automobile industries, interesting industries, brain holes or bloggers who make ghost and livestock content, sentences are made through the slogan of "nothing", which in turn forms the fermentation of consumers and the divergence of estrus packages. The form that these young users like is very conducive to the spread of a product and will naturally bring attention to the brand. Many people think that there is no advertisement for Mile Mile, but in fact, Mile Mile is only cleverly advertised. In the next year, we also hope that more manufacturers can promote their products in a young and easy-to-sing way to make "just rice" more interesting.
★? Yearning? Desire, yearning? Must I buy when I enter China? In the coming year of 202 1, there will be many wonderful models. In addition to those models that have been confirmed to be sold in the motherland, some models are still in the state of "hiding half of their faces in front of us behind her guitar", and all kinds of rumors and rumors in the market have really intrigued consumers. For these models, it is not too much to say "you must buy when you enter China". The first to bear the brunt is Toyota GR. Yaris.
Toyota GR? Yaris is a very rare car in my eyes, especially in the era when the small car market is shrinking, high-performance cars are becoming more and more expensive, and a lot of R&D costs of manufacturers are absorbed by the "fuel-saving law". Even if we focus on the whole automobile history, few manufacturers manufacture the car body separately, switch to the rear axle of a higher-class model, and develop engines specifically for infinitely small performance cars. Therefore, although this steel gun bears the name of yaris, the only components that can be used together with the current conventional overseas version of yaris are headlights, exterior rearview mirrors and rear taillights.
In addition to the unique shape, GR? Yaris's mechanical properties are also fascinating. The new 1.6-liter inline three-cylinder turbocharged engine has a maximum power of 272 HP and a peak torque of 370 Nm, so the surging power will be transmitted to four wheels through a 6-speed manual gearbox. According to the choice of driving mode in the car, up to 70% of the power can be transmitted to the rear wheel, thus creating a driving feeling closer to rear wheel drive. According to my British colleagues' feelings after the test drive, this car is not only full of power, but also excellent in steering feel and chassis adjustment. The report quoted him as saying, "the turn is very good, and it doesn't look like Toyota at all."
From the current foreign car critic network on GR? Yaris's attitude is completely one-sided praise, which also makes this unique hatchback appear the situation of overseas price increase. Toyota China chose to show this car at China International Import Expo (CIIE) and tour all over the country, or it may be to collect a wave of market purchase intentions to decide the final import situation. I believe that as long as the price increase of this car is not too outrageous, there will definitely be many people who love to drive.
Except GR? In addition to hot-blooded cars like yaris, there are also some "gentle and courteous" models that are rumored to be introduced into the domestic market, including Volkswagen CC hunting clothes. Hey? Didn't FAW-Volkswagen already do CC hunting? Why is it still imported? The domestic version is a version with a "cross-border" kit, and the original version is to be imported.
As I wrote in the test drive of the brand-new CC hunting suit, the domestic models with higher chassis height, black plastic surrounding and wheel eyebrows can visually narrow the visual height difference between the traditional station wagon and the Volkswagen SUV, and can appropriately make up for the gap between their driving vision and passing ability in the eyes of consumers. Such a small modification can let more users know about the hunting car/station wagon, which may be the best scheme to promote the station wagon in a market that has never had the consumption habit of station wagons.
Maybe you will ask, why are you so "stubborn" about the station wagon after you have an SUV? I think this market still needs more body proportion solutions. The hunting car/station wagon based on this car has a smoother body, and the overseas standard CC hunting suit is lower, more streamlined and more elegant. Since having a car can give consideration to the practicality and aesthetics of the space, why not hug it?
★? Editor's comment:
2020 is really an extraordinary year. This year, we bid farewell to many old habits and ushered in many new States. Everyone is making changes actively or passively, and it may take time to observe the effect. Of course, many things we missed will naturally stay in yesterday forever, but in the coming 202 1 year, there will be many things that will keep us for a year. I hope that in the new year, YesAuto will be better and better, bringing more exciting content to readers, and I wish everyone can embrace every sunrise with a youthful attitude.
Follow-up, car home will also bring you a summary article of the victory series, so stay tuned! (Text/car home? Ding bojun)
Looking back:
In the first article, we have brought you a "V" series of retrospective articles, starting with key words such as V-shaped recovery and farewell, and taking stock of many events in the automobile industry in 2020.
In the "I" series of articles, we review together from the perspectives of IPO and Intelligence to see what happened in 2020.
Carlos' "C" series articles? Carlos ghosn, Carbon (carbon reduction and accelerated sales ban), Crossover (cross-border vehicles and enterprises), City (city license plate restrictions) and Consumer (consumers) reviewed the major events in 2020.
The article with the theme of "T" is mainly launched through four key words, such as Tesla (Tesla), TNGA (modular architecture), Trouble (enterprise's dilemma) and Truck (pickup truck market), which takes you back to 2020 where "T" cannot be replaced.
Articles with the theme of "O" are expanded in the dimensions of "overcoming", "opening up", "OS" and "OTA", and the major events related to these words in 2020 are expounded in depth.
The last issue of the article takes "R" as the theme, with reform, restart and Robotaxi as the key words, and takes you back to this 2020 full of changes and innovations.