With the gradual improvement of consumers’ demand for quality car purchases, independent brands have passed the stage of simply pursuing large space, high configuration and low prices in the past. Now they have enough confidence to compete with joint venture brands of the same level. . However, for the current car purchase choices of Chinese consumers, “tonality” is always a key factor that can influence consumers’ car purchase. The stereotype of the brand has become the Achilles’ heel of many independent brands. Transformation and upgrading have become the work of major independent brands.
So you can see that the brand has been rising to the present, and some major auto brands have launched high-end positioning cars, and some have taken out high-end series to start a new business. As an outstanding representative of Lingzhi in our traditional impression, Dongfeng Fengxing, which usually seems to take a down-to-earth route, has also taken a brand new attitude, and the first model born under this attitude is the “yacht” – no Wrong, the name is the popular yacht.
Call it a yacht, then take the “yacht” style
Luxurious, yet pragmatic cockpit
Changeable space is a strength
Suitable power for home use
Summarize
The goal is the transformation of the brand. Whether it is the way of model naming or product strength, changes must also be made at the level of market positioning. The appearance of yachts has reserved the audience for the whole family car group with younger personality than popular products. They will first consider practicality when buying a car, but they do not want the shape, configuration and sense of technology of the car to be too high. Plain routine.
Therefore, the appearance of yachts has well met their needs. As a transformation of the popular brand, it has a strategic responsibility. However, at its price point, the market environment it faces is also relatively complex, and each competing product also has its own specialty. Whether it can achieve the results expected by the popular, we will wait and see.
(Editor-in-charge: Wang Xiaojian)