In fact, although China's automobile market kept growing in 2008-domestic automobile sales reached 9,380,500 vehicles, up 6.70% year-on-year-the growth rate decreased by/kloc-0.5% compared with 2007, which greatly reduced the expectations of automobile enterprises that were full of hope for the Olympic automobile cycle.
In the first issue of chinese national geography magazine in 2009, the number of advertisements dropped from single issue 13 in 2007 to single issue 7. Fortunately, there are three spreads, FAW-Volkswagen, FAW Toyota and FAW Audi. The advertisements of SUV models, which have always represented high-end consumption, have been reduced to three models, and the main models are new mid-to high-end cars and luxury cars.
Judging from the advertising situation, car companies greatly reduced the hard and wide advertising, and the new car marketing was in a state of tension at the beginning of 2009, which shows that the annual marketing expenses were greatly reduced. Secondly, car companies will focus on car products with higher sales, and even National Geographic magazine, which has a strong relationship with SUVs, will no longer focus on niche products. In addition, from the late delivery form, car companies are no longer limited to hard and wide pictures, but began to appear soft reports, which shows that the marketing budget has tended to pursue results rather than brand display.
But no one expected that in 2009, due to the policy of halving the purchase tax and the stimulation of cars going to the countryside, the sales of 1.6L family cars in China automobile market rose rapidly. In the second half of the year, the marketing budget basically soared, and even formed a situation of "grabbing a point". China's automobile market officially broke through the10 million mark.
1) Guangben Accord
The eighth generation Accord went on the market in 2008, but 2009 was its real node. The sixth generation and the seventh generation Accord have always dominated the domestic mid-to high-end car market in the early stage. As a result, the sixth generation Camry came and pulled down the Accord. So for Guangben and Honda, they all have high hopes for the eighth generation Accord.
Sure enough, the eighth generation Accord has achieved great success in the mid-to high-end car market with a car length of nearly 5 meters and a wheelbase of 2.8 meters. In 2008, the eighth generation Accord regained the top spot in mid-to high-end cars and established an overwhelming advantage in the first year of 2009.
Therefore, Guangben did not make any selling points on the advertising screen of Accord, but took the 10th anniversary of listing as the core to show the quality advantages of Accord models. This kind of emotion can easily cause consumers to agree with the Accord, which has a significant impact on the domestic sixth-generation Camry, which has just passed half its life cycle.
Of course, Guangben grafted the sense of quality of the 10th anniversary of the Accord, and the only sentence with advertising elements was "J.D Power ranked first in the after-sales service satisfaction survey". In fact, after-sales service is not directly related to the quality of Accord, but J.D Power was very convincing at that time.
What's more, J.D Power probably didn't expect that the gold-lettered signboard of his research project no longer has any function in China after many years. Under the influence of various awards ceremonies in China, it has also become a "vase trophy".
2) FAW-Volkswagen Magotan
"When Qi met DSG, an epoch-making power combination was born." 1 1 years ago, this slogan was a joke if it was put in 20 13 years ago, but it is true today after 10 years.
On March 1 day, 2009, three months after the completion of Volkswagen's China Olympic Plan, FAW-Volkswagen made a change to its fist product Magotan B6. This authentic European mid-to-high-class car was originally a combination of 1.8T+6AT, and later it was changed to DSG gearbox, which was widely known in the next ten years.
FAW-Volkswagen defines this change with "revolutionary DSG dual-clutch automatic transmission". At that time, the advertisement said, "Let Magotan become an advanced car smoother than automatic transmission and more fuel-efficient than manual transmission". But in fact, this generation of Magotan B6, which has not been lengthened and the powertrain is still in the first running-in period, has been hanged by Japanese mid-to high-end cars in China auto market in turn, and its sales volume has never exceeded the level of 10,000 vehicles.
More importantly, for a long time, the problem of burning engine oil in Volkswagen's TSI engine has not been solved, and netizens joked that "the trunk has always been filled with engine oil". What is even more tragic is the "revolutionary DSG", because of the problems such as jitter, frustration and death flicker, FAW-Volkswagen is in the throat.
At first, Volkswagen only recalled in the North American market. Later, FAW-Volkswagen and imported Volkswagen only announced the recall of some models, claiming to be an example. In fact, the owner's rights protection for DSG has never stopped, but the public still does not admit that DSG is defective. It was only on 20 10 that the warranty of DSG gearbox was extended. It was not until the eve of 20 12 that Volkswagen China seemed to feel the great pressure of consumer rights protection before announcing the software upgrade of domestic DSG models.
Soon after, on March 13 of that year, official website, AQSIQ, released a message that "the head of the law enforcement department of AQSIQ once again interviewed Volkswagen about DSG transmission failure", and then began to collect information about Volkswagen's DSG transmission failure. However, the recall of DSG was delayed for another year until 20 13 15, and the AQSIQ informed the public to recall the power failure of DSG transmission. "If Volkswagen fails to fulfill its legal obligations, AQSIQ will order a recall."
So far, the DSG incident, which has been going on for more than four years, ended with Volkswagen recalling 384,000 cars from three domestic companies. This is also a rare case in the history of China's automobile industry in which active recall turned into passive recall. Since then, the brand image of Volkswagen in China market has long been synonymous with "arrogance", and the annual 3 15 has become the sword of Damocles for all car companies' public relations.
Many years have passed, and Volkswagen's TSI+DSG has finally matured. The models equipped with this powertrain beat their rivals in power output and fuel consumption, and Magotan, Passat, Tiguan L and other products also sold higher premiums. Conversely, it is the turn of the public to hang all Japanese competing products.
As the saying goes, thirty years in Hedong, thirty years in Hexi.
3) FAW Toyota RAV4
In 2009, FAW Toyota dealers finally looked forward to the production of urban SUV models, which can compete with Honda in sales. After all, it was difficult for CR-V to find a car in the market at that time, and Dongben dealers could pay the operating cost by raising the price.
At that time, RAV4 didn't have a Chinese name, and even few people pronounced "rua fo", so it was generally called "A Ivy Si". However, such a complicated name has not affected the sales of RAV4 at all. At the beginning, it was also necessary to increase the price by more than 1000, and the price increases of RAV4 and CR-V almost continued until the listing of Tiguan L in early 2065, with 438+00.
RAV4, which was first put into production by FAW Toyota, is the third generation model. The previous model was even copied by UFO UFO manufacturer, and this genuine model is naturally very popular. The most unforgettable thing is that there is a "small schoolbag" at the rear of this generation of domestic RAV4 models. Although the car itself is very urbanized, this spare tire box has become the reason why many consumers choose RAV4 because it is off-road.
The new RAV4 on the advertising screen of this issue is actually just the black body painting promoted by FAW Toyota. The previous car body colors were white, silver, beige, crimson and dark blue, but they didn't stand out from the atmosphere as black as China consumers liked.
It is worth mentioning that at that time, FAW Toyota's marketing expenses were still abundant, and it directly invested in cross-page advertisements for this new paint car, which was not even a small change, and the cost doubled. This also proves that RAV4 brought high returns to FAW Toyota at that time.
4) Jeep vehicle system
You see, a brand like Jeep must be related to the low cost of National Geographic, because the readers of this magazine should be regarded as the core users of Jeep.
So, with less money and advertisements, which mode should I choose? Of course, all of them! Therefore, this page of Jeep advertisement is a vehicle advertisement, which shows all the models of Jeep brand in China market at that time, including Grand Cherokee, companions, commanders and herdsman.
In fact, Jeep paid great attention to brand building at that time, because there were only imported models and the whole department, and all the information points were refined into one-"4x4", which strengthened the four-wheel drive performance of Jeep brand. Therefore, even if the Jeep brand model on this page has entered the end of the product life, it still adheres to the tonality of Jeep, that is, the sense of conquest.
It is worth mentioning that there is a sentence on the advertising screen "Looking for the road to Lubicon, a cross-country holy place in China", which is a very classic marketing activity of Jeep brand, and even I just joined it. Rubicon is an off-road in America. At that time, in order to cooperate with the introduction of Jeep Shepherd, Jeep and several media, including chinese national geography, launched an activity to find the road to Lubicon, China. Objective To establish a strong connection between this off-road performance and Jeep, and give Jeep owners a very powerful symbol, that is, to explore off-road and find a style different from city life.
I attended the "Jeep 2009 Fengyun Festival" held at Yulong Snow Mountain in Lijiang, which was actually the earliest grand gathering of car owners in China, much earlier than in the future. Hundreds of Jeep owners gathered together, and then invited celebrities such as Cui Jian and Wang Shi to cross the border with the Jeep brand. I remember that Zheng Jie, who was in charge of marketing in Chrysler China at that time, was only the vice president, and did not even change her name. She injected a spiritual appeal into the Jeep brand at that time, including pioneering spirit, pioneering spirit, transcendence spirit, responsibility spirit and so on, which made the minority Jeep have unique competitive value at that time.
After so many years, maybe Jeep is also looking for these initial values.
5) Audi A6L
Probably under the economic crisis at that time, the only car company that was not affected was FAW-Volkswagen Audi. At that time, Audi A6L dominated the C-class luxury car market. One data is that in the first half of 2009, the domestic Audi A6L*** sold 46,356 vehicles, and its market share further increased to 64%. Due to the lengthening factor, Audi A6L easily surpassed its peers during that period-BMW 5 Series Li and Mercedes-Benz E-Class long wheelbase will be made in China in the second half of 20 10.
Of course, the most interesting thing about A6L 20 10 is the 2.7TDI diesel engine. Although the China market has always been dominated by gasoline vehicles, Audi, who was rich at that time, hoped to lead the consumption trend. The maximum peak torque of this 2.7 TDI diesel engine is 380n·m, which is close to the level of 3.0TFSI, but the maximum horsepower is only 190 horsepower. But the fuel consumption given is extremely amazing, only 5.4L/ 100 km. However, as we all know, diesel is naturally unpopular in China market, and Audi will not introduce diesel models into such products again.
In addition, A6L with the model of 20 10 had a very interesting configuration at that time, that is, the function of mobile TV, which seems particularly meaningless now, but after the 2008 Olympic Games, the mobile TV standard even caused some controversy. With this function, there will be the third generation MMI system in Chinese, as well as GPS navigation function.
6) Ford New Generation Transit
Ford should be a frequent visitor to China National Geographic magazine. It seems that there are advertisements for Ford products in every review. The New Century Transit in this advertisement was a high-end light passenger launched by Jiangling Ford at that time, focusing on the 7-9 business reception market, which was obviously aimed at the Buick GL8 at that time. To this end, Jiangling Ford also took a particularly tall name "Deluxe Class", which obviously corresponds to the GL8 of "Land Business Class".
We won't go into details about this model, but one thing is that Bosch ESP was version 8.0 at that time, and it has been upgraded to version 9.3 after so many years.
7) Chevrolet copaci
At that time, the biggest highlight of Shanghai GM's Chevrolet copaci advertisement was that it was no longer a hard and wide picture, but presented in the form of a soft text, from the perspective of an owner, and even the complete picture of the model did not appear. This shows that Shanghai GM's marketing concept is still quite advanced, hoping to reflect the selling point of the vehicle through the shaping of the owner, not just to get an exposure.
This soft article is still very interesting. First of all, the target of choice was the software industry practitioners who were still in the ascendant at that time, basically young people in the late 1970s and early 1980s, but they were stable enough to meet the "early adopter" label of SUV and the youthful tonality of Chevrolet brand.
Secondly, this paper is divided into two sub-tags. The first subtab mainly tells that the owner bought Alfon before, and then he was very satisfied with the Chevrolet brand, and now he wants to buy it-this seems to be an advertisement that the SUV met the demand for redemption very early. The second poster is mainly about the feeling after choosing copaci. For example, with KP7 Cheyouhui, there will be more car owners' activities, and then it will bring out copaci's handling, DSC and other configurations. Finally, it is concluded that copaci is a partner accompanying the growth of this emerging middle class.
It is still very interesting to read this soft article now. In just a few hundred words, the parameters of the product are not particularly blunt, but euphemistically convey the consumer and the selling point of the product to the readers. Compared with the "hard-core information" of current automobile advertisements, the readability at that time was still worthy of reference.
Related comments:
Do you remember those cars from 2006 to 2009 that were hard and wide?
Memory Killing (2): Do you still remember the car advertisement in 2007?
Text | |JackieLXX
Figure | Network
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.