Automotive Black Technology Chapter 1180: : Let this dusty brand come alive!
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Li Fanyu was quite touched by what Huang Qi said.
Especially regarding the future development trend of the automobile market, Huang Qi’s summary is very consistent with Li Fanyu’s judgment.
In fact, since he got the trust from Xapp, he has copied many models that have promising development prospects in various positions or have been verified by the market.
But he has never given up on the layout of the future automobile market. Whether it is electric, X-car high-end brand, or participating in various racing events. This is all so that you can be in the first echelon of competition and keep Zhengxin ahead in terms of its own technology accumulation and market trends.
After looking at the future from the perspective of standing at the top of the Chinese market in the past few years, Li Fanyu also feels that because of the existence of Zhengxin, the development of the Chinese automobile market will become more rational and mature towards the European and American automobile consumer markets.
In such a market, what Zhengxin should do in the future and how to do it has become a big problem. This is also a stage that Zhengxin must go through after four years, from a seedling to maturity.
What Huang Qi said about the shrinking sales of C and D luxury models, as well as the booming sales of A-class cars and luxury SUVs, has also been revealed by Zhengxin's sales statistics in the past six months.
Although the sales of the A6L and A8L, which have always been the sales pillars and brand flagships of Zhengxin Audi, have not dropped significantly, you must know that these two cars underwent mid-term facelifts last year.
Based on the original models, the two cars have added laser headlights, Benben voice control system, a newly upgraded all-aluminum body, and many other new technology parts.
According to normal trends, such a large upgrade will inevitably result in a substantial increase in sales. However, after the replacement, the total sales volume of the two models only increased by less than 15%.
Furthermore, the rising period is also significantly lower than Audi’s expectations, only just over three months.
When there are no strong competitors for the two models on the market, or the performance technology of the competing brands is enough to overshadow the products of these two models, such growth momentum and increment are abnormal.
As the sales champion models of the C and D levels in the Chinese automobile market, the regression of these two models also proves from the side that the two market segments are shrinking.
Li Fanyu remembered that the marketing department had made a summary on this matter before. After examining the market and consumer car buying habits, the conclusion seems to be that with the increasingly congested traffic environment and the fact that the average age of new Zhengxin users is decreasing, C and D-class models that are too formal and business-like are no longer available. It is the first choice for most users or families when purchasing a car.
"Then, tell me your specific thoughts." Li Fanyu pointed at the table with his finger and said.
"Director Li, our Audi department has not released a new model for more than a year. Now, the sales of A6 and 8L, which are the pillars of the brand's sales, are showing a shrinking trend, so our original plan was to launch at least three models. To fill the target markets that cannot be covered by the current product lineup, that is, the three categories of A-class luxury cars, luxury SUVs, and E-class ultra-luxury cars.”
Li Fanyu nodded, "Well, after your Audi carried out a large-scale mid-term product upgrade last year, you should really consider launching new models to attract new users. This is my mistake. It has always been , I have been focusing too much of the group’s resources on developing new markets, but I have neglected your Audi part.”
Seeing Li Fanyu reflect on his past, Liu Miao from the Operations Department hesitated: "What about Director Li... about Hongqi?"
Li Fanyu waved his hand slightly, "There is no delay. Audi will do Audi, and Hongqi will do Hongqi! But this positioning needs to be separated from each other. With the resources we currently have at hand, if we are making E-class models If you do, you can only focus on one brand. If you do two brands at the same time, your energy, reputation, and customers will be scattered, and you will inevitably end up with two sides.”
"What do you mean, Director Li?" Huang Qi immediately asked. She had secretly thought that Li Fanyu would transfer the E-class car project to Audi and temporarily abandon the Hongqi brand.
"Your Audi part's current product lineup covers B, C, D and medium-sized SUVs. If you need to expand your current product line, my suggestion is to add an A-class car, compact SUV and medium and large SUV Three luxury cars. Audi's positioning has been clearly defined as mid-to-high-end or quasi-high-end. This brand positioning is not very suitable for E-class products."
Li Fanyu thought for a while and said.
This decision, in his opinion, is a good compromise.
Audi wants to expand its market, which is a good thing. But you can’t do it blindly, especially in the E-class car market segment. Not every brand can stand up.
If nothing else, let’s talk about Mercedes-Benz.
Although Maybach is optimized based on Mercedes-Benz's top models, in order to differentiate the brand positioning, the Mercedes Group still established a new sub-brand to make Maybach with new services and technologies.
This is the case for Mercedes-Benz. When it comes to Audi, which is positioned at the next level, Li Fanyu doesn't dare to make a big deal and stuff the E-class car directly into the Audi.
It’s not that Li Fanyu has no confidence in Zhengxin’s existing technology and processes. In fact, sometimes the market is irrational.
If that is the case, according to his inference, there will only be two results; either, the E-class car will improve Audi's positioning and deter some future mid-range consumers. Or, it's Audi's mid-to-high-end positioning that has pushed down the price of E-class cars.
However, it is obvious that such a compromise plan has surprised Huang Qi. One proposal allowed the Audi department to get three new model projects for free. This is a great bonus!
"Okay! Director Li, when will the projects for these three new models be launched? Do we need to start a market survey now and determine the direction of research and development so that the R&D center can establish the project?"
Huang Qi stood up and said, fearing that Li Fanyu would regret it.
Seeing her like this, Li Fanyu shook his head slightly, "Don't worry, when have I ever regretted what I said? I will ask Mr. Xu to talk to you later. This matter is settled from now on. down."
"That's good!" After receiving Li Fanyu's affirmation, Huang Qi was overjoyed, nodded and sat down.
"As for your operations department..." After Huang Qi was settled, Li Fanyu said to Liu Miao: "I will personally solve the problem of Hongqi models. Your task is to formulate the operating regulations of the Hongqi brand in the near future. I, want Let this brand that was previously dusty come back to life! ”