At the auto show, Qu Hongyu, senior director of public relations and communication of Dongfeng Citroen, was interviewed by Auto Production Network at the Easy Car booth.
Qu Hongyu, senior director of public relations communication of Dongfeng Citroen, said that Dongfeng Citroen will have three new cars next year, and they hope to use these three products to activate the market and achieve growth. He said: "No matter how the general trend of the whole automobile industry changes, Dongfeng Citroen will certainly grow, and we are confident." In addition, he also revealed that one of the priorities of Dongfeng Citroen's work next year is to do offline immersive experience activities in many cities across the country, so that everyone can better understand Citroen and get to know Citroen again.
The following is an exclusive interview:
Automobile production and marketing. Com: Today is the appearance of the whole Tianyi family at the Guangzhou Auto Show. Can you specifically introduce which cars are included in the Tianyi family and what is the difference between their audiences?
Qu Hongyu: OK, Tianyi is the most popular model of Dongfeng Citroen at present, and it is also the product that best embodies the essence of Citroen brand. Tianyi is mainly divided into fuel version and hybrid version. Then the plug-in version will have two versions, and the fuel version will have different power ranges, including Tianyi 360THP and Tianyi 400THP. There is also a version of our C series. Here are some information about Tianyi that I want to share with you. 1 18 June 65438+ 10/8, Tianyi, as a representative model of Citroen chassis master, participated in Tianjin China Production Car Performance Competition (CCPC), challenged a subject called Elk Test and won the first place in the competition.
And tianyi was listed on 20 17. In the past three years, all the models that participated in the CCPC Elk Test, including cars and SUVs, were the best results, setting a new record for three years. Tianyi is actually a relatively comfortable SUV. Compared with cars, SUV has higher requirements for handling conditions, but its performance is very good, and the experts and referee teams present are very shocked.
The best thing we sell now is Tianyi. After the test results of Tianyi came out, many car owners spontaneously spread this information on the Internet. They have such a sense of driving and think this car is very good. With the verification of a third party, they are very affected. Help us spread the news together.
Automobile production and marketing. Com: Next year, we will have three new cars, the most important of which is a global strategic model. I heard that it will be produced in China and then sold back to the world. What does it mean to Dongfeng Citroen?
Qu Hongyu: There are indeed three new cars next year. We hope to use these three products to activate the market and achieve growth. No matter how the general trend of the whole automobile industry changes, Dongfeng Citroen will certainly grow, and we are confident.
All three products are very important. There is a global car, which is the global strategic model you just mentioned. It is a very critical car for Dongfeng Citroen and Citroen. For more information about this car, we will have more communication arrangements and more disclosure.
The second product event is Tianyi we just mentioned, because Tianyi will still be one of the main products we sell, so we will continue to increase its configuration, further improve its price competitiveness and enhance its stickiness.
The third product incident is about C3-XR, a small SUV with excellent space and fuel economy. Tomorrow will usher in its brand-new mid-term modified version, brand-new appearance and interior, this time improved by the Chinese side, which is more in line with the demands of consumers.
Automobile production and marketing. Com: What does this global strategic model mean to Dongfeng Citroen?
Qu Hongyu: I think the most important thing for consumers is that Dongfeng Citroen's products are global quality and standards. Overall quality requirements, especially many invisible aspects, such as health, environmental protection and safety, are global standards.
We don't have much information about this car to disclose, but it definitely makes you look forward to it and definitely surprises you. This car will start a special communication in the future. At present, we will wait for the surprise and leave it for later.
Automobile production and marketing. Com: I have heard a little-known detail about French cars before. China suggested that they should lower the durability test of that car by twice the industry average. However, the French say that 654.38+ 10,000 tests are absolutely indispensable. Is there such a thing as sticking to principles? What do you think of its brand culture?
Qu Hongyu: Indeed, in terms of security, we often say that China people are stubborn, and they have great manifestations in this respect. Because we want to lower the price, everyone expects it to be lower. If the price falls, the cost must be reduced, and there must be actions to reduce the cost. Each of our products is the same, and we have a technical team specializing in cost analysis. I have done this kind of project before, and I know that there are technicians in the company who have done specialized technology. That is to say, we can learn from all our cars by taking them apart and comparing them with competing cars one by one. But as long as it involves security, the French side will never allow it. For example, our high-strength steel plate ratio can be reduced a little, which can reduce the cost, but it is not allowed.
We have some steel plates that need to be galvanized to increase their corrosion resistance. Even our roof is double-sided galvanized, and it is not allowed to change it to single-sided galvanized. There are also many applications of metallic materials and nonmetallic materials, and the most important consideration is human health. In this respect, Citroen is also a conscience quality, including sound insulation cotton and sound insulation foam, which are particularly environmentally friendly materials.
Automotive Industry Network: In 2020-2022, PSA will invest 654.38+0.3 billion yuan each year, and in 2023-2037, PSA will invest 86.5438+0.00 million yuan each year. Please tell me, the cost of brand building will be more and more, where will you focus?
Qu Hongyu: PSA supports every brand, 8 million euros per year, which is 60 million euros when converted into RMB. First of all, this represents the real support of shareholders for our real money. Second, the use of this fee will focus on brand promotion. In recent years, we have faced a big topic, that is, brand. People who have really touched our car are talking about good products, such as Tianyi. However, its sales are still not up to our expectations, so we will focus on the promotion of brand power and brand image in the future.
For example, do some outdoor advertisements in key cities around the world this year, such as Beishangguang, including cities like Chengdu and Wuhan. Secondly, from June 5438+February this year, we will do offline immersive experience activities in five cities across the country, so that everyone can better understand Citroen and get to know Citroen again. Citroen is actually a French, trendy, fashionable and young brand originating from Paris. This is the image abroad, but in the China market, it feels weak, and people's understanding of this brand is vague. We hope that with the support of this shareholder, we can let everyone know Citroen again through a series of online and offline activities.
? Automobile production and marketing. Com: Now let's look at the strategy of returning to parent brand. If so, will it become a minority? After all, authentic French cars are not the most popular with consumers?
Qu Hongyu: In fact, the understanding of the minority is more about the quality of sales, and it is necessary to do quality sales. As for comfort, first of all, our whole brand should be original French in tonality, and the products launched in the future are all original designs of Citroen. At first glance, it is Citroen. Unlike others, it is highly recognizable. In view of the China market, we should set a comfortable benchmark, so we should pay attention to the understanding of comfort of China consumers, which may be different from that of French consumers, and do some localized work. While ensuring the unified tonality of global brands, we should aim at the China market voice close to China users. Citroen slogan is inspired by you, that is, my inspiration comes from consumers and is inspired by consumers, so it is different for you. China is different because of China.
We also work under the guidance of this concept, whether it is products or services. In terms of service, we launched the "Five Hearts Guarding Action" for China consumers, which is not available in France, but this is to show that we are a comfortable brand, not only to buy a comfortable product, but also to enjoy comfortable service, which is also a very localized operation. We pay great attention to listening to the voices of consumers in China, and the "five-hearted protection" is a targeted policy aimed at some dissatisfaction raised by consumers in China.
Automobile production and marketing. Com: As you just said, Citroen said it would return to parent brand, and the products mentioned in the previous "Yuan" plan of Shenlong were more localized. In fact, the literal understanding is a bit contradictory, but in some ways, it is actually carried out together?
Qu Hongyu: This is done together and integrated with each other. When we return to parent brand, on the whole, the form of products and the simultaneous listing of products, including the tonality of products, should be consistent with that of parent brand. Only in this way can consumers in China really get in touch with the legal system, because the legal system is a clear stream of all automobile industries, which is really different. But at the same time, in many details, such as configuration, we made some targeted changes according to the voice of China consumers.