Part 1: brand level
Q 1: What are the new measures and highlights of Guangzhou Automobile Chuanqi in terms of brand, products and technology? Please introduce it.
A 1:
1. This auto show is a stage for Guangzhou Automobile Chuanqi brand rejuvenation. Guangzhou Automobile Chuanqi officially released a brand-new slogan "One Xing, Better", and at the same time brought the first sports car EMPOW55 with GPMA architecture, further consolidating from brand to product? The leading image of "technology, quality and service" has made more consumers know a new legend.
2. The new slogan is released to build a new development pattern of Chuanqi: The new slogan is a highly concentrated brand core value system of GAC Chuanqi, which represents the value pursuit and action direction of GAC Chuanqi in the digital e era. Under the guidance of Guangzhou Automobile Group's "E-era Action Plan", Guangzhou Automobile Chuanqi insists on taking customer experience as the center, taking "fun, quality and intimacy" as the value appeal of consumers, creating a leading image of "technology, quality and service" and presenting the brand rejuvenation to consumers more vividly.
3. The first sports car of GPMA architecture, EMPOW55, made its debut: As the first sports car under GPMA architecture, EMPOW55 lowered its height by two drops and three liters (reducing the car height, shortening the front suspension, increasing the wheelbase and increasing the wheel track). Increase the width of the car) and the ultra-low wind resistance of 0.26, while creating a young sports fashion shape, give drivers better power performance and driving experience.
We hope that EMPOW55 can give consumers a unique choice, a sports car with sports car temperament, excellent driving control and easy reach, and satisfy their yearning for extreme speed and pursuit of driving pleasure.
4. In addition, Guangzhou Automobile Chuanqi's star models such as GS4, GS8, M8, M6 and GA8 were all unveiled, covering MPV, SUV and car, which made more audiences feel the product strength and brand charm of Guangzhou Automobile Chuanqi.
Q2: GAC Chuanqi put forward the "Golden Triangle Strategy" at Beijing Auto Show, and the brand of Guangzhou Auto Show was updated and a brand-new brand slogan was released. What kind of thinking is it based on? What guidance does it bring to the future development of the brand?
A2:
Core content
1) under the digital transformation, we should focus on customer experience and create a brand image and influence of "One Chuanqi".
2) Take "fun, quality and intimacy" as consumers' value demands, and consolidate the leading image of "technology, quality and service"
Fun technology, three core technologies: GPMA architecture, Julang Power, ADiGO；;
Quality is guaranteed by three systems: QDR engineering, intelligent manufacturing system and world-class supply chain;
Pro-service, three digital experiences: one-click control, one-click direct connection and one-click fun;
3) EMPOW55, the first sports car, was built by 3)GPMA, showing a new charm.
1. Under the digital transformation, we will focus on the customer experience and create a brand image and influence of "Chuanqi". Since the beginning of this year, GAC Chuanqi has continuously built its core competitiveness and explored the breakthrough of brand promotion through the adjustment of strategies and mechanisms such as the Golden Triangle Strategy and the integration of R&D production and marketing. Consumers in the new era also put forward new requirements for GAC Chuanqi, and they increasingly need to realize a variety of value experiences through unified brand awareness. Facing the new trend and new user demand, GAC Chuanqi made timely and effective efforts, and put forward the brand slogan of "FAW makes better". Today, GAC Chuanqi presents its brand image to consumers with a more forward-looking, competitive and comprehensive brand image.
2. Take "fun, quality and intimacy" as the consumer's value appeal, and consolidate the leading image of "technology, quality and service": Since last year, Guangzhou Automobile Chuanqi officially launched brand remodeling and upgrading, reorganized brand image and value, and formed a brand-new brand value construction. That is, under the guidance of Guangzhou Automobile's "E-era Action Plan", we will persist in taking customer experience as the center, taking "fun, quality and intimacy" as the value appeal of consumers, and create a leading image of "technology, quality and service". Through "One Biography", it brings consumers a variety of value experiences of "technology, quality and service". "Science and Technology Chuanqi" includes three core technologies: GPMA architecture, Julang Power and ADiGO, which bring interesting and intellectual travel experiences to users. "Quality Chuanqi" is guaranteed by QDR (Quality, Durability and Reliability) project, intelligent manufacturing system and world-class supply chain, laying a solid foundation for quality. In the "Service Chuanqi" section, we released a brand-new service brand at this auto show: "Fun? "Car +E" integrates the dual meanings of service and intelligent E era, creating three digital experiences of "one-click control, one-click direct connection and one-click enjoyment" and becoming a digital service system, making customers' car life more worry-free, safer, more economical and more convenient.
3. the first sports car EMPOW55 is made up of 3. GPMA, showing a new charm. EMPOW55 is an important part of Guangzhou Automobile Chuanqi brand revival: EMPOW55, as the first sports car with GPMA architecture, has been reduced by two drops and three liters (reducing the height of the car, shortening the front suspension, increasing the wheelbase, increasing the tread, and? Increase the width of the car) and the ultra-low wind resistance of 0.26, while creating a young sports fashion shape, give drivers better power performance and driving experience. EMPOW55 provides a unique choice for consumers. A sports car with sports car temperament, excellent driving control and easy reach satisfies their yearning for extreme speed and pursuit of driving pleasure.
Q3: GAC Chuanqi released a brand-new slogan at Guangzhou Auto Show. What is its connotation? What kind of brand image and appearance will GAC Chuanqi create in the future?
Core content:
1) Better: focus on the customer experience and walk with consumers with the brand-new concept of "fun, quality and caring"
2) Science and technology, quality and service create a new development pattern of Chuanqi.
1.The connotation of the brand-new slogan "One Qi, Smart, Better": One Qi, TOGETHER, which is the embodiment of the brand connotation "pro", Chuanqi always adheres to the customer experience as the center and walks with consumers; It also means a brand-new "one message" in the digital "e era", which brings real value to users with technology, quality and service; Knowing and doing, fun, is the embodiment of the brand connotation of "fun" With advanced intelligent technology, it continues to bring users a fun mobile travel experience; It also implies the strategic determination of GAC Chuanqi to accelerate the transformation from an automobile manufacturing enterprise to a technology-based enterprise. Better means that Chuanqi walks with every user and leads a better life with a "fun, high-quality and professional" mobile travel experience.
2. Technology, quality and service build a new development pattern of Chuanqi: The brand-new slogan is the highly concise core value system of Guangzhou Automobile Chuanqi brand, which represents the value pursuit and action direction of Guangzhou Automobile Chuanqi in the digital e era. GAC Chuanqi insists on taking customer experience as the center, taking "fun, quality and intimacy" as the value pursuit of consumers, creating the leading image of "technology, quality and service" and presenting the brand younger and more vividly to consumers.
Q4: At present, there has been an "architecture war" in the automobile market. Many automobile companies have launched modular architecture platforms, and GAC Chuanqi has also launched GPMA architecture. Based on what kind of thinking and goals?
1.R&D goal: In the face of the trend and demand of automobile globalization, the change of automobile stock market and the upgrading competition of automobile enterprise platforms, GAC launched a global platform modular architecture, aiming at comprehensively upgrading the previous generation of products and building strong competitiveness of products; Optimize scale effect and enhance product value; Optimize the vehicle launch cycle, meet the rapid development needs of the market, and strive to bring customers a safer and more reliable driving experience.
Number 2.2. GPMA architecture is a comprehensive upgrade of GAC manufacturing concept, which indicates that GAC Chuanqi has entered a new era of platform and modular manufacturing. GPMA is a platform-based modular architecture developed for the world's major automobile markets, which has been iteratively upgraded for several years. GPMA includes two sub-platforms, R and L, covering cars, SUVs, MPVs, PHEV, HEV and other models. It is the first platform architecture in China that takes into account the needs of different global automobile markets.
3.GPMA architecture not only refers to the improvement of platform development technology, but also is a systematic reform of Guangzhou Automobile Group to integrate R&D system, procurement system, production system and sales system in order to achieve high-quality development, and it is an upgrade of "brand-new car-making concept".
What are the advantages of GPMA architecture? What value can it bring to consumers?
(1)GPMA architecture adheres to the core concept of "customer experience as the center" of GAC e-era action plan. Starting from the needs that users are most concerned about, we have created? The "dynamic, energy-saving and reliable" platform architecture has realized the evolution and upgrading in ten fields, such as youthfulness, driving control, intelligent connection, low fuel consumption, mixing, reliability, safety, health and comfort, flexible manufacturing and globalization.
(2) "Vigor" is reflected in young and cool modeling, quick and sensitive dynamic response, freewheeling driving experience and accurate and safe intelligent driving interconnection, which conforms to the trend of younger consumption.
(3) "Energy-saving" means to bring users an ultra-low fuel consumption experience through lightweight technology, reducing drag coefficient and efficient and strong power system matching. Among them, the highest thermal efficiency of 2.0ATK engine reaches 42. 1%, which is in the world leading level. GMC2.0 electromechanical coupling system has a maximum heat utilization efficiency of 95.5% and a maximum transfer efficiency of 97.5%. Equipped with this hybrid system, the fuel consumption of the whole vehicle can be as low as 4L per 100 kilometers.
(4) "Reliable": GAC Chuanqi has been rated as the first brand of IQS new car quality in China by J.D.Power for 8 consecutive years. Before that, we publicly dismantled a GS4 that traveled 380,000 kilometers. The car is in good condition, the engine has not been overhauled, and the chassis is neat, which is enough to witness the excellent quality and reliability of GAC Chuanqi. In GPMA architecture, the stability and reliability of components are better optimized by greatly improving the modularity and generalization rate. Strict acceptance criteria are adopted for quality acceptance, and the reliability, durability and performance degradation of high mileage are comprehensively studied. For example, the mileage of a single road test of a bicycle has reached 6.5438+0.6 million kilometers in 26 provinces and cities, which has comprehensively improved the reliability of vehicle quality.
Q6: Besides technology and service, Chuanqi also proposes to create "quality Chuanqi" to promote brand rejuvenation. In what ways will "Quality Chuanqi" ensure users to enjoy high-quality and high-value Chuanqi products?
A6:
1. GAC Chuanqi always attaches great importance to quality management, aiming at touching customers' "four hearts" quality (tempted design quality, assured parts quality, assured manufacturing quality and warm service quality), and creating high-quality products that exceed customers' expectations. Guangzhou Automobile Chuanqi has been in J.D. for eight consecutive years. Power China won the first place of China brand in the new car quality research (IQS). Quality Chuanqi is guaranteed by QDR engineering, intelligent manufacturing system and world-class supply chain, bringing users a high-quality and high-value experience with peace of mind and reliability.
(1) Carry out QDR project to realize product life cycle quality management: QDR means quality, reliability, durability and reliability. QDR project is a key project for Kawasaki to integrate production, research and marketing and strive to improve quality stability. Therefore, GAC Chuanqi established a quality system from R&D to production, set up a special team to promote the QDR project, and mobilized the whole system to implement the QDR work deployment. After years of innovative practice, GAC Chuanqi has established a set of G-TVS quality certification system covering vehicle level, system level and parts level, with a leading domestic and international advanced core standard framework. During the research and development of each product, more than 150 prototype vehicles will be put into use, and more than 600 tests will be carried out in seven major areas, such as durability and reliability, structural strength verification, performance adjustment, environmental simulation, intelligent network connection, three high verification and clean energy verification, to ensure the safety and reliability of the models after listing and meet the needs of users.
(2) The world's leading intelligent manufacturing system: Guangzhou Automobile Chuanqi aims at world standards, integrates Honda production mode, Toyota lean production and Chuanqi concept, and builds a high-quality and efficient Guangzhou Automobile production mode (GPS), a unique world-class car-making system of Guangzhou Automobile, and a smart factory with international standards. At present, factories have been established in Guangzhou, Hangzhou, Yichang and Xinjiang, forming a large-scale independent production base layout covering the Pearl River Delta, the Yangtze River Economic Belt and the Belt and Road.
(3) World-class supply chain: Guangzhou Automobile Chuanqi has established the "Guangzhou Automobile Procurement Method", which strictly controls the quality in a standardized and standardized way to create a healthy and vibrant parts ecosystem. At present, 80% of the top 100 enterprises in the world are supporting Chuanqi, and the top 10 parts suppliers in the world are the main suppliers of Chuanqi core parts. At the same time, Chuanqi has 18 top global strategic cooperation suppliers, including Bosch, Denso, Continental, Aisin Seiki, Faurecia and so on.
Q7: At present, service quality has become an important bargaining chip for car companies to win the market. Chuanqi proposed to build a "service Chuanqi" and digital service system. What's the result so far? What are the special services and experiences?
A7:
Core content:?
1) with customer experience as the core, innovative service brand "Fun? Car+e ";
2) Three digital experiences: one-click control, one-click direct connection and one-click enjoyment.
3) Build a digital characteristic service system and open up a "customer-store-factory" service ecosystem.
1. GAC Chuanqi has always adhered to the principle of "customer first". By focusing on all aspects of car owners from car selection, car use to car life, a characteristic service system with customer experience as the core is built. As early as 20 10, GAC Chuanqi released the bonus service brand to continuously promote service innovation. As of today, we have surpassed? 230? Ten thousand Chuanqi car owners have created 6.5438+million quality service experiences. Guangzhou Auto Show, Chuanqi released a brand new service brand "Fun? Car +E ":integrating the dual meanings of service and intelligent E era, opening up the" customer-store-factory "service ecosystem, taking digitalization as the core and relying on artificial intelligence tools to create a digital characteristic service system, which includes three digital experiences: one-click control, one-click direct connection and one-click enjoyment, making customers' car life more worry-free, safer, more economical and more convenient.
(1) One-click control: Chuanqi's new digital service system takes ADiGO intelligent driving internet ecosystem as the carrier, allowing customers to fully control the car condition. We have installed the "service visualization ecological platform" on customers' mobile phones, further opening up the links of sales, service and evaluation, realizing the visualization of the whole process from manufacturing to service implementation to experience evaluation, solving the pain points that customers are invisible, opaque, unclear, uneasy and dissatisfied, and truly allowing customers to control the whole process of car use and car maintenance anytime and anywhere.
(2) One-click direct connection: We build omni-channel mobile service contacts with customer APP as the core. Through internet plus's innovative model, customers can directly connect with manufacturers, directly interact with customer service and engineers online, and conduct remote vehicle consultation; When the vehicle needs to be rescued, it can go directly to the manufacturer's central rescue center with one click, ensuring a secondary response of 100%, dispatching rescue within 10 minutes, and reaching the urban area within 30 minutes.
(3) one-click enjoyment: 20 19? In 2006, we launched "Enjoy the service car you want to enjoy", with an investment of more than? 8000? The scooter effectively solves the pain point of no car available for customer maintenance. Up to now, we have provided 2.35 million trips for our customers. Relying on APP community tribes and offline car owners' clubs, we will build an interactive ecological network for users and build a second circle of friends for customers.
2. In the future, we will devote ourselves to the construction of customer travel service ecological chain, such as the maintenance and delivery of replacement vehicles, mobile service stations, vehicle protection for off-site travel, etc., to create a complete travel solution and provide customers with exclusive mobile travel experience.
Q8: What is the connotation of the service brand announced at this year's auto show? Please introduce it.
A8: This year's auto show service brand released a new service: Fun? Car +e? . Care is CAR+E, which integrates the dual meanings of service and intelligent E era, opens up the "customer-store-factory" service ecosystem, and builds a digital characteristic service system of Guangzhou Automobile Chuanqi. Fun? Car+e is the embodiment of the brand connotation "pro". With better care, more care, higher efficiency and more friendly service, we will continue to create a mobile travel life that exceeds customers' expectations.
As of today, we have surpassed? 230? Ten thousand Chuanqi car owners have created 6.5438+million quality service experiences. The latest release of J.D. in 2020? In the research report of Power China after-sales service satisfaction index (CSI), GAC Chuanqi ranked first among its own brands for two consecutive years. In the future, we will continue to innovate and improve to bring our customers a family-like service experience.
Part 2: Product Level
Q9。 ? Today, we see that EMPOW55 is amazing. Can you explain the design idea of the appearance to us again?
A: The yearning for extreme speed, the pursuit of driving pleasure and the insistence on a light life attitude are the inner aspirations of many young people in cities. ? To this end, GAC Chuanqi brought them a light running EMPOW55. As the first sports car with GPMA architecture, EMPOW55 has evolved from five aspects: low height, short front suspension, wide track, long wheelbase and wide car width, achieving a dynamic and low vehicle posture, vividly interpreting the theme of the fighter with a refreshing mecha grille, and bringing more full sports temperament with the design language of "light plastic surface". We hope that such an EMPOW55 can realize the inner wishes of this group of young people in new cities.
Q 10。 ? As the first sports car with GPMA architecture, what are the technical highlights of EMPOW55?
A: Empow 55, as the first sports car with GPMA architecture, fully explains the evolution of GPMA architecture in terms of vitality and youth. By reducing the height of the car body, the whole car is lower and more sporty, and the proportion and posture of the whole car are more beautiful and harmonious through short front suspension and increased wheelbase. By increasing the wheel track and width of the car, the inner passenger compartment has more space and the appearance is spacious and luxurious; The ultra-low wind resistance of 0.26 makes EMPOW55 have better fuel economy and further reduces wind noise. Therefore, EMPOW55 is the perfect unity of modeling and performance.
Q 1 1。 ? We all know about super-running, but it's the first time we heard the expression "light running". Can you explain the word "jogging" for us?
A:? Super-running is the pursuit and love of almost all young people, but it is not the daily life of most people, and more often it is an unreachable dream. We believe that light running, that is, entry-level sports car, is a sports car with sports car genes and value proposition, and the threshold is lower. It greatly reduces the threshold for young people to buy a car, and the civilian price can touch the pure pleasure of driving control. EMPOW55 is such a light run.
Q 12。 ? When will EMPOW55 go on sale?
A: Empow 55 is expected to be launched in the middle of 20021year. After Guangzhou Auto Show, we will carry out EMPOW55 related activities one after another. For example, in sports marketing, we will join hands with high-quality IP to launch a series of light sports. At the same time, we will also invite consumers to participate in the trial, tasting and test drive of EMPOW55, and witness the growth and strength of the product with users. In the future, we plan to invest in racing cars. I hope you will pay more attention to the latest developments of EMPOW55, so please pay attention.
Part III: Market and marketing level.
Q 13。 What is the sales performance of GAC Chuanqi this year? How to treat the auto market of 202 1? What new products will 202 1 launch?
A 15:
Core content:
1) The sales volume was "four consecutive rises" year-on-year; M8/M6 stands firm in the first camp of China brand MPV; GS4' s sales in June exceeded 10,000; GS3？ POWER's listing has received enthusiastic response.
2) Strengthen confidence and take solid actions: increase products, technologies and services in an all-round way and implement "fun, high-quality and friendly".
1. Year-on-year "four consecutive increases": GAC Chuanqi 10 achieved another success in June, with sales exceeding 30,000 vehicles, up 22.8% year-on-year, and has achieved positive growth year-on-year for four consecutive months.
2. Chuanqi M8/M6 firmly sits in the first camp of China brand MPV: In the MPV market, Chuanqi M8 and M6 have been selling well this year, and the total sales volume in June 5438+ 10 exceeded 9,000 units, continuously leading the value benchmark of China brand MPV. Among them, M8 captured 4,646 sets of sales in June this year, with a year-on-year increase of 102. 1%. With excellent product strength and high value, M8 continues to sit firmly in the first camp of the high-end MPV market segment with high possession, high preservation rate and high market share. M6 also maintained a good growth momentum, with the sales volume reaching 4,497 vehicles in June 5,438+10, up 39.3% year-on-year.
3.？ The GS4 family sold over 10,000 yuan in June, GS3? The listing of Power received enthusiastic response: in the SUV sector, we successively launched the second generation GS4 and GS4? COUPE、GS4？ PHEV is a family matrix. Since the beginning of this year, Chuanqi GS4 family has sold more than 10,000 yuan for six consecutive months. Chuanqi GS3? POWER was officially launched on June 1 day, and the terminal responded enthusiastically. In June 1, the sales volume was nearly 5000 units.
4. Strengthen confidence and take solid actions: comprehensively increase products, technologies and services, and implement "fun, high quality and caring". In a certain period in the future, uncertainty and suddenness will be the norm. However, China has taken the lead in recovering from the epidemic, and the situation has improved steadily. China still has an automobile market capacity of more than 20 million, and GAC Chuanqi has firm confidence in the future development of the industry. Facing the automobile market next year, we will also launch a new EMPOW55 car, as well as various models such as GS8, GS4 and M6. At the same time, we have carried out a series of innovations and upgrades in brand, marketing, channels and services, so that customers can feel Chuanqi's "fun, quality and intimacy" and win customers and markets with higher-value products, technologies and services.
Q 16: How did GAC Chuanqi perform in marketing this year? What are the innovative measures? What actions will be taken in the brand and marketing links next?
1) Full-dimensional digitalization of contacts: online intelligent service, three-level live broadcast system and "e-purchase" marketing fission.
2) Cross-border marketing: "cloud listing" of new cars, cross-border cooperation, talk shows and "R&D Group"
3) Cultivate and develop new kinetic energy with new experiences, and strengthen user experience perception.
1, marketing performance and innovative measures
Since the beginning of this year, GAC Chuanqi has continued to build a digital marketing system, expand sales ideas, carry out various online marketing activities and innovate sales models.
(1) Full-dimensional digitization of contacts: opening online VR car viewing, online intelligent exhibition halls, e-commerce platforms including micro-mall and Tmall, and providing online financial support; Construct a three-level live broadcast system for manufacturers, regions and dealers, and in the activities such as new car listing, Guangzhou Automobile Group executives will make an on-site appearance. At the same time, the "e-buy"-Chuanqi Partner Program was launched to recruit Chuanqi partners through online platforms. It was launched less than 1 month, and it was only piloted in 50 dealers nationwide, that is, nearly 7,000 real car purchase clues were collected.
(2) Cross-border marketing: Chuanqi GS4? COUPE held a 30-day online new car listing meeting to cooperate with cross-border people to bring products and a younger lifestyle to consumers; The new Chuanqi GA8 cloud conference invited famous talk show actors to participate in the event, and four guests from different industries shared their struggle stories. At the same time, the "R&D Group" of Guangzhou Automobile Research Institute helped to introduce this new car.
2. Cultivate and develop new kinetic energy with new experience, and strengthen the perception of user experience: Next, Chuanqi and the new model EMPOW55 will meet with consumers, so that consumers can see the product charm under the brand rejuvenation. At the same time, open up more cross-border and diversified marketing experiences, and launch the Guangzhou Automobile Chuanqi Super Partner Project, so that everyone can become our communicator; Carry out activities such as "Live Month", "Legendary World without Curves" and "Miracle Wan Li Xing"; And store-side special service activities based on customer experience, so that more consumers can feel the charm of Chuanqi.
Name of guest interviewed: Li Yong