From the appearance of overseas models at the end of March to now, the warm-up time of this model is as long as May, and according to statistics, more than ten different kinds of activities have been held. This fully proves the importance of this car to Dongfeng Da Yue Kia, and car companies hope to "break it" and make it clear, from technology to marketing, from brand to performance. In August, when Dongfeng Da Yue Kia organized a test drive in Yantai, Li Feng, general manager of Dongfeng Da Yue Kia, said that Kaiku would be the starting point of Kia's younger and higher-end transformation.
Kaiku's conference was held in the form of live webcast. Interestingly, this event is quite similar to LECK 06 conference held the night before. Several KOLs gave demonstrations on topics such as fitness that young users are concerned about, and even switched different life scenes in the live broadcast, and even the host was Jerry Lee. And there is no leader of the car company in the live broadcast. The form of "bumping shirts" is not important. What is important is the change of attitude and approaching users with a more realistic attitude. This "coincidence" is not a bad thing for the marketing of car companies.
Kaiku is the third generation K5 of Kia. Although the products of the first two generations are regarded as synonymous with high cost performance and high value. However, the new generation of models undoubtedly has a strong competitive advantage in terms of face value and performance. For details, please refer to the long lens Kaiku test report.
Kia ·K5· Kaiku: I am no longer the "teenager" I used to be.
Compared with the pre-sale price, the official price has increased by 380T? GT-Line flagship model, but the pre-sale price and official price of the other three models have not changed. It is worth noting that the concept of "package guide price" is still adopted when the price is announced. Li Feng once said that the package price should be changed into the IP of Dongfeng Da Yue Kia. Although the package price is not new, it is often the dealer's words. Not only the package price, but also the guiding price, giving users a feeling of one step in place. From this price range, commercial insurance and purchase tax with a quota of 5,000 yuan are equivalent to 21-25,000 yuan.
In addition to the above-mentioned "package gift", the official offers also include:
Replacement subsidy: up to 20,000 yuan;
Value preservation and exchange: you can enjoy the original price within one month and a 10% discount within one year when replacing a new car;
Lifelong free maintenance, quality assurance powertrain, free flow;
5-year 0 interest financing plan, with a maximum interest-free of 8,000 yuan;
Kia old car owners recommend relatives and friends to buy new cars and enjoy 5,000 yuan insurance rewards;
Three vehicle warranty policies are available: (1)3 years/1.5 million kilometers; (2)5 years /65438+ million kilometers; (3)7 years/70,000 kilometers.
In addition to the package price, Dongfeng Da Yue Kia also launched five optional packages for Kaiku, namely, 6,000 yuan for technology package, 3,000 yuan for zhixing package, 6,000 yuan for comfort package, 3,000 yuan for sports package and 3,000 yuan for luxury package. The five optional packages include the following configurations:
That is to say, on the basis of the basic model, users can choose a specific optional package or combination (270T? CVVD Fashion Edition can't add optional package), and finally eight kinds of production car combinations (existing cars) and three kinds of customized car combinations (30-day delivery cycle) were formed. For example, users buy 2.0T 380T? GT-Line Premium Edition, and then select the technology package and sports package, which means adding 12.3-inch LCD dashboard, some ADAS functions, wireless charging, ventilation and heating of the front seat, boss buttons of the co-pilot seat and other functions. Package price 198800 yuan. And the most expensive combination in the whole department is 380T? GT-Line Ultimate Edition plus sports bag and luxury bag, the package price is 2 1. 1.8 million yuan. Although car selection is more flexible, compared with the traditional "vehicle configuration", consumers need to consider various combinations more carefully. At the beginning of pre-sale, Dongfeng Da Yue Kia once emphasized various combinations. Now it is more likely that the final production cars and customized cars will be optimized according to the user's booking data.
Although the online flagship store has stopped issuing vouchers during the pre-sale period, even if you buy a car at this time, you can still save thousands of dollars in after-sales expenses. As far as pre-sale is concerned, Kaiku's marketing mix is also successful. According to statistics of Dongfeng Da Yue Kia, as of September 6th, Kaiku's pre-sale orders totaled 10 and 6 15, of which 5,000 "big orders" were sold out within 10 days after the pre-sale price was announced.
Sporty and fashionable modeling, spacious space brought by 2900mm wheelbase, performance improvement brought by i-GMP platform, and the balance between economy and performance brought by CVVD technology adopted by 1.5T displacement vehicles are almost the best technology configuration among joint venture vehicles of the same class. . . The advantage of these products is the capital that Dongfeng Da Yue Kia tries to turn over. It can be said that there are not many shortcomings in product strength. In recent years, influenced by the general environment and the enterprise's own reasons, the presence of Dongfeng Da Yue Kia in the market has gradually weakened. In the first half of this year, the original marketing rhythm of opening the library was somewhat affected by the epidemic. However, Dongfeng Da Yue Kia is still indomitable and even desperate to promote the revival. Young prices, young cars, young people, and a series of punches from marketing combinations have branded this model of Kaiku. This internet-based car selection and car booking routine can be said to have given up some "Qianlang" users. This is also the case. Judging from the feedback from the current enterprises, the subscribers of Kaikuo are basically post-90 s, and there are almost no people over 35 years old.
What Kaiku wants to challenge is the Japanese mid-level car represented by Camry and Accord. It can be said that from the book data, Kaiku is not bad in all aspects, and even better in many fields. But what is lacking most at present is brand and word of mouth. Can Kaiku's advantage in price shake consumers' conventional choices? Kaiku's measures to stay green are not only to pay attention to the itch of target users, but also to lay a good foundation for the future promotion of corporate brands. This is obviously different from the sibling model in strategic sense.
As the commander-in-chief of the marketing side, Li Feng's previous achievements have long been well known. This time, as the head of the enterprise, he has paid attention to opening cool, almost to the point of doing it himself; Tang Yuejin also has rich experience in promoting another young brand. So tactics are not a problem. The key lies in the determination of Dongfeng Da Yue Kia. With good products, it is more important to keep up with quality and service. Earlier, Li Feng said in an interview that the dealers of Dongfeng Da Yue Kia are relatively traditional. Whether the marketing pattern can be consistent in the end requires the overall improvement of the whole system in terms of service awareness, IT capability and supply chain. Li Feng said that the current solution to the terminal problem is online. Whether it is a production car or a custom car, Kaiku needs to place an order online.
Since Li Feng took office one year ago, the greatest value is that Dongfeng Da Yue Kia has strengthened its localization and entered a new stage of development. The listing of Kaiku is an important node of intensive marketing for a period of time and the beginning of a new journey. Li Feng believes that the emergence of Kaiku is the product of the upward, younger and more scientific stage of Kia brand. Now I have put 90% of my energy into this car. But from another perspective, "car transport" determines "enterprise transport", and the core new car cannot be lost. At the same time, KIA wants to "March with horses and practice martial arts." Li Feng's "gradual development" of Kia in Da Yue still has a long way to go.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.