Guangzhou Automobile Acura held the first "Car Owners' Day" at the Shanghai Auto Show this year. Takashi Ishizuka said that this is a brand-new brand experience attempt, and I hope to thank the owners of Guangzhou Automobile Acura with the help of the Shanghai Auto Show. In the future, under the guidance of the concept of "customer-centered", GAC Acura will make more related marketing attempts. ?
In addition, Takashi Ishizuka said that the topic defined by GAC Acura is not superficial luxury, but insists on "reflecting luxury with performance" and embodying luxury with forward-looking technology and driving superiority. Performance is the core pursuit of Acura.
The following is an excerpt from the interview.
Automobile sankei: Today we invited two guests in the interview room. Please introduce yourself first.
Qiaoxiong Ishizuka: Hello, I'm Qiaoxiong Ishizuka from Guangzhou Automobile Acura.
Owner Lin: Hello, my name is Lin Shikai, and I am the owner of Guangzhou Automobile Acura MDX and RDX. I am a 49-year-old native of Taiwan Province Province. I am currently engaged in the lighting industry in Dongguan.
? Automobile production: Guangzhou Automobile Acura held the "Car Owners' Day" for the first time this year. What is the original intention of this activity, including those links?
Qiaoxiong Ishizuka: We hope to thank the owners of Guangzhou Automobile Acura with the help of Shanghai Auto Show, the most influential exhibition in China. In this car owners' day activity, we collected users from special stores in Shanghai and surrounding areas and invited them to participate with family and friends. On the day of the event, invited car owners and their friends will meet with Miss Acura, brand lecturer and media KOL. The "Brand Messenger" group participated in the exclusive products, services and brand culture experience of Guangzhou Automobile Acura.
This owner's day activity is a marketing innovation of Guangzhou Automobile Acura. We hope that in this activity, car owners can have a more comprehensive and profound brand experience for Guangzhou Automobile Acura.
Automobile Production: Mr. Lin, as the owner, how do you feel about Guangzhou Automobile Acura?
Mr. Lin: I feel very warm-hearted I bought a car, and the brand is still so concerned about our old car owners. I am very moved and have strengthened my recognition of GAC Acura.
Automobile sankei: Why did you choose Acura's car in the first place?
Mr. Lin: This is also related to my previous occupation. I was born majoring in automobile maintenance. I started with the automobile field. Although he later switched to the field of lighting, his interest in cars has not decreased. The first car in life is Honda. It feels like a coincidence. I once saw the LOGO of Acura on the road. I was very interested in this caliper logo, so I met Acura. 20 14 starts the first RDX. Later, I bought the imported MDX with the top version. Later, I wanted to buy a TLX, but now there is no car in the franchise store. Are you going to open another RDX recently? A size red sports model.
Automobile sankei is the true love powder of Acura brand.
Mr. Lin: Yes. I decided to drive an Acura car in the future. There is a saying among Honda fans that "a Japanese field is a lifetime Honda". For me, it is "a Japanese field, the best of my life". After my recommendation, there are more than 40 Acura vehicles and about 40 Honda vehicles, adding up to more than 80 vehicles.
I'd like to ask officer Ishizuka about automobile production. What do you think is the difference between Guangzhou Automobile Acura's "luxury by performance" and "luxury" defined by other brands?
Qiao Xiong Ishizuki: The topic defined by Guangzhou Automobile Acura is not superficial luxury, but insisting on "showing luxury by performance", showing luxury by forward-looking technology and driving superiority, and satisfying young people's driving dreams. Guangzhou Automobile Acura built a trinity brand value system of performance core, performance aesthetics and performance culture around the luxury brand proposition based on performance, so as to dig deep into the product value. I think the difference between the luxury of Guangzhou Automobile Acura and other luxury brands is that performance is the core pursuit of Acura forever.
Automobile sankei: Besides performance, what experience or value do you think Guangzhou Automobile Acura can bring to consumers at the product level?
Takashi Ishizuka: Guangzhou Automobile Acura has excellent strength in core technology, and also has the ultimate intention in materials, technology and quality control. Both * * * have achieved the brand DNA of "performance model". Specifically, in terms of quality assurance, GAC Acura introduced the global quality standard AQS(Acura Quality Standard) and adopted more than 65,438+000 imported quality standards. While improving the manufacturing accuracy of the car body and minimizing the error, it also improves the painting process and quality, ensuring that domestic cars can achieve the same high quality as imported cars. In addition, in terms of body strength, GAC Acura is equipped with a large number of ultra-high strength and lightweight materials, which surpass other brands in terms of safety and dynamic performance. We hope to provide China customers with sustainable luxury value through superb technology, quality and service.
Left: Takashi Ishizuka, Deputy Chief of Marketing Department of the Second Business Department of Guangqi Honda Automobile Sales Co., Ltd. Right: Mr. Lin, the owner of Guangzhou Automobile Acura, said: Mr. Lin, what do you think of the safety performance of Guangzhou Automobile Acura?
Mr. Lin: Acura has a high safety factor. I once personally experienced a serial car accident, and the car was deformed. A German luxury brand has also been transformed, and only my car is basically intact. It shows that the safety factor of this car is very high. Before, we learned that there was an MDX car in the store, which crashed at the intersection of expressway and overturned several times. The whole family was idle, and the owner came back to buy the car.
Automobile sankei: What was our previous impression of the Japanese station wagon?
Mr. Lin: That won't happen. MDX is very safe, flexible and comfortable.
Qiao Xiong: Thank you very much for your trust and love.
Mr. Lin: Many friends around me really followed me to buy Acura products, and some even made a special trip from Zhejiang to Dongguan to buy cars.
Automobile sankei: a user-centered experience now? What do you think of this experience?
Mr. Lin: The service of Guangzhou Automobile Acura4S shop is one-to-one. Their system is well done, with 654.38+10,000 kilometers of free maintenance for four years,10.2 million/200,000 kilometers of computer batteries. This is a very nice place. If there is anything wrong with the car, they will also pay a return visit.
Automobile sankei: Could you please tell Chief Ishizuka how "customer-centered" is reflected in the marketing level?
Takashi Ishizuka: We have always stressed that under the guidance of global brand slogans, we are committed to providing an experience that exceeds expectations in all aspects of communication with customers, including product experience, marketing experience and service experience. Many users speak highly of Acura products, and we cherish these customers very much. This time, the brand marketing strategy of "user-centered" is put forward, mainly in the hope of providing customers with a better experience and making them feel more happy through every contact with customers. The "Owner's Day" organized by our company at this Shanghai Auto Show is a new attempt of brand experience of Guangzhou Automobile Acura. In the future, we will apply it to the follow-up marketing experience, enhance users' love for GAC Acura, and at the same time let friends and family around the car owners and more like-minded people participate in our activities to experience the brand strength of GAC Acura.
Automobile sankei: Through this interview, I have a deeper understanding of Guangzhou Automobile Acura brand. Thank you both.