Improve product power should be changed along the "city"

In the year since its launch in October 2010, Dongfeng Yueda Kia’s cumulative sales have exceeded 60,000 units, ranking first in compact urban SUVs. However, Sun Nanyong’s general manager has apparently no plans to stop there. On the 8th of November, the 2012 Smart Run, which was fully replaced by “Core,” was officially launched. Su Nanyong’s high-profile announcement announced that the sales target for Chi running next year will be increased to 80,000 units.

In all fairness, compared with the si35, the brother model of the same platform, Zhi Run, created by one of the world's three largest automotive designers, Peter O. Shirley, is more in line with the aesthetic needs of the Oriental consumer. However, due to the less influence of the Kia brand, the number of sales networks is not as big as Beijing modern, plus the limitation of production capacity, and the average monthly sales are still more than 8,000 units from ix35. The timely launch of the 2012 intellectual running of the upgraded technology, making a fuss about the product, naturally became the best choice for Dongfeng Yueda Kia.

According to Sun Nanyong, according to policy changes and the development of the auto market, companies must adjust their products in a timely manner to adapt to fierce market competition. So, where should the new products that have just been listed for one year should improve their product strength? The answer given by the Dongfeng Yueda Kia marketing team is “City”.

After a year of uninterrupted market research, they found that consumer demand for compact SUVs has changed apologetically. In 2007, when Kia was developing Chi running, the domestic compact urban SUV market had just started and the competition was far from sufficient. At that time, consumers were mainly concerned with the appearance and cost-effectiveness. They also paid attention to the factors such as the fuel economy of the vehicle itself, the interior crafts, and the advanced configuration. Exceeding the fashionable atmospheric appearance and high cost performance of the same level, Chih-run is in perfect harmony with consumer demand at that time. Since 2009, RAV4, ix35, and Tiguan have been listed one after another, and the SUV market has entered a high growth period. With the expansion of market capacity, consumer demand has begun to show a trend of differentiation and diversification; the use of advanced powertrains has gradually lifted consumer appetite for SUV acceleration and fuel economy; user-to-vehicle The interior craftsmanship vision has gradually become picky.

For Hyundai-Kia Group, which has not yet mass-produced direct-injection supercharged engines, there is a gap between power and fuel consumption for the naturally aspirated engines currently available. At the same time, compared with the K5 that was listed this year, Chi running in the interior materials and craftsmanship also needs to go upstairs. The 2012 Smart Run was officially a timely upgrade of Dongfeng Yueda Kia in the face of the rapid development of the SUV market and the ever-increasing diversity of consumer demand.

In 2012, the Nu engine, which was driven by intelligence, was significantly reduced in weight by 9% compared to the previous Sita II engine. The fuel consumption in the comprehensive condition was only 7.8L/100Km, a year-on-year decrease of 6%. The power performance and quietness were also improved. At the same time, the addition of a chrome-plated luggage rack and a boneless wiper on the roof of the vehicle, an increase in the navigation version of the 2.0L model, an increase in the variability of the transmission panel and the center lock panel, and an increase in the chrome plating process of the instrument panel bezel have also increased. The overall sense of dignity and quality.

In fact, by changing the “city”, through the timely introduction of an upgraded version of the existing models, and continuously improve product power, is the strategy Dongfeng Yueda Kia has been using in recent years, but also a magic weapon for the rapid growth of corporate sales. In addition to the 2012 Chi running, in October, Dongfeng Yueda Kia launched the 2012 Lions Run; in November, an upgrade was made to Celato. What is more worth looking forward to is that at the opening of the Guangzhou Auto Show, the appearance, interior and performance have been fully upgraded 2012 SOUL show Seoul will officially unveiled, it is learned that through the N. V. Performance improvements such as H, Xiuer's indoor noise and vibration problems have been effectively alleviated.

At present, in the new cars launched by domestic self-owned brand enterprises, there is not much that can be achieved. Many models have a monthly average sales volume of around 2000 units, but some companies are still rushing to introduce new products. From the perspective of consumer feedback, those products that are not recognized by the market either have a problem with the product itself or have a deviation in product positioning. Regarding product issues, except for the engine gearbox matching and chassis handling performance that are subject to the core technology, some issues such as exterior trim crafts, vibration, wind noise, reliability, etc., are not insurmountable. However, the positioning problem cannot be corrected by enriching the allocation, adjusting prices, and improving marketing. As a joint venture established by the "China, China and foreign countries" model, Dongfeng Yueda Kia is able to keenly grasp the market demand, and quickly improve and upgrade products based on consumer feedback. The independent brand enterprises can completely change in the "city". Improve product strength to do better. Of course, we must acknowledge the technological gap, but it is even more critical to have a correct attitude toward the market.