FAW Pentium's first new energy store was unveiled in Shanghai, and its first electric vehicle E0 1 was also unveiled. This is the first time that this old independent brand has set foot in the electric vehicle industry. From the outside world, the overall new energy market has rapidly declined from the high-speed growth period of subsidies in the past few years. An epidemic has changed many people's expectations for the future in an era full of uncertainty and insecurity. Early adopters have become a dangerous choice, and automobile consumption has also shown signs of returning to conservatism. Better brand, more salvage value and more durable products have become the target of choice.
From this perspective, there is no best time to enter the new energy industry. The only difference is whether you are ready to calm consumers' doubts.
Mix, the executive deputy general manager of the sales branch of FAW Pentium Car Co., Ltd., who is a guest show for the first time, admits some pressures faced by the new energy market, but he is confident: "Only by taking users as the center and providing users with more value can we gain a firm foothold"? . FAW Pentium, which is actively transforming into a new force of innovation and entrepreneurship, has obviously made some preparations.
Specifically, the Pentium E0 1 was born in the brand-new electric vehicle platform of FAW FME. Only at this point, the starting point of FAW Pentium has surpassed many brands that still insist on changing oil to electricity. In product building, FAW Pentium pays special attention to consumers' feelings in vision, smell and hearing. For example, in terms of vision, in the appearance of the car, it uses a flowing LED light source and a drop-shaped interactive grille created by the front face, which can change the corresponding lights according to the scene and produce the effect of "breathing" of the lights. The optimization of hearing is embodied in the car stereo. FAW Pentium has conducted in-depth cooperation with Zunbao Audio. The whole vehicle is equipped with 13 speakers. Through Zunbao's unique JIS surround sound field technology, users can experience the Hi-Fi listening experience of 5. 1 channel.
In terms of customer service, the blindly ordered Pentium E0 1 provides users with lifetime free warranty, lifetime free rescue, 8 years free traffic and 1 year free charging service. Let users worry-free access to the intelligent and electric travel future, and provide a car purchase and a worry-free experience for the whole car.
As Mix said, under the innovative marketing mode, FAW Pentium hopes to convey the value to users not only in price, but also in the creation of service ecology, so as to maximize the rights and interests of users on the product side and the service side? .
A similar attitude has also been put into another pre-sale model of FAW Pentium-the third generation Pentium B70.
Needless to say, B70 is the first model of FAW Car after the release of Pentium brand, and it can even be regarded as the starting point of FAW Pentium brand. Since 2006, it has been iterated three times, and the cumulative number of users has reached 300,000.
No matter from the number of users or the product history, B70 is an unavoidable topic when talking about self-owned brand car models.
After the appearance of "Infinite Equation FMA Architecture", this "meritorious model" in the history of FAW Pentium became the first model. In Mix's view, this is not only the rebirth of a car model, but also the "new charge of FAW Pentium in the auto market". In the evaluation of the industry, this is called a new starting point for FAW Pentium to enter the new "architecture era".
Between the first generation B70 and the third generation B70, the consumer market is undergoing great changes, and the driving force comes from the change of age structure. More and more industries and data show that generation Z has become an emerging main consumer, and this trend has finally been transmitted to the automobile field.
What is special about Generation Z is that they are the first generation of aborigines in the era of mobile Internet, and they are greatly influenced by scientific and technological products such as the Internet and even communications. The average age when they got their first mobile phone was 10 years old. In the environment of drastic changes and information explosion, they spontaneously gained a lot of personal experience. And in the process of their growth, China's social reform dividend developed to the maximum, and on this basis, the consumption concept, habits and even survival rules in a wider range showed completely different characteristics from previous generations.
For example, they are not superstitious about the quality myth of joint venture brands like their parents, and have strong confidence in big countries. Accordingly, they care more about brands that resonate with them. They don't regard the car as a simple travel tool, but more like an external entity that reflects themselves.
This is an opportunity for all independent brands.
Of course, Pentium also noticed this. In this year's many marketing activities, we insisted on building brands and products around the national tide, taking advantage of the rise of national self-confidence and cultural self-confidence to keep pace with the times. In the next 2020 years, they will continue to build more circle-breaking activities around this point, continue to promote and convey the value of Pentium brand, and complete the revival of another national brand.
Text/Qin Zhicong
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.