In order to change this situation and attract users' attention, many car companies have made great efforts in marketing besides building products. Today, the car buyer will take stock of the 20 19 classic car brand marketing events.
No. 1
Baowo car that likes brainwashing marketing.
People who work in office buildings, it is estimated that no one does not know Baowo Automobile, especially in the elevator room. "You can be good, good and expensive, Baowo, so expensive!" Advertising words. Although the "brainwashing" marketing method is controversial, it is successful to some extent. After all, it is memorable.
In fact, the strength of Baowo Automobile in marketing is still outstanding. No matter when the brand was first born, it was claimed to be one of the four German luxury brands, or it was opened for free after it changed hands in China 1 day, and the new spokesperson/short video network celebrity handbook Geng/Taobao famous anchor kiki sold cars on the spot, all of which left a mark on consumers' minds.
However, the success of Baowo Automobile in marketing mode did not bring considerable market performance as expected. Due to low brand awareness, products lack obvious advantages and sales are sluggish.
second
BMW and Mercedes love each other and kill each other.
When it comes to luxury brands that play well in marketing, BMW is one of them.
As we all know, Dieter dieter zetsche, the former CEO of Daimler, announced his retirement in May 20 19. However, at this time, BMW sent a VCR and released a video in Weibo, in which Dieter dieter zetsche reluctantly said goodbye to the employees on his last day at Daimler. Never thought, "Dieter dieter zetsche" went into his garage after he got home, opened the car door and drove away.
Of course, "Dieter dieter zetsche" in the video is just an actor, but I have to say that this wave of marketing of BMW is really interesting. From the way BMW and Mercedes compete, we can see that even if they compete, they don't have to fight to the death. The contest is full of sunshine, making continuous progress in their respective fields, constantly aiming to surpass their opponents, but at the same time paying tribute to their opponents. This is the pattern and volume that a great enterprise should have.
third place
Audi received a return of 20.2 million yuan for 202 yuan.
I talked to Mercedes-Benz, and BMW can't live without Audi.
With regard to Audi's marketing, I was undoubtedly impressed by an advertisement in a circle of friends in June 1 1 titled Audi Q8, but the content was a promotional film from Britain and finidi.
Although this is not a conventional marketing plan, the public relations response of the two brands has won unanimous praise, turning an oolong incident into a positive brand marketing, achieving the effect of 202 yuan to harvest 20.2 million advertisements. For Britain and finidi, this seems a bit too attractive. After all, marketing has always been the weakness of this Japanese brand.
fourth
Tesla: The process "overturned" and the result was gratifying.
Cyberturck is Tesla's first pure electric pickup truck. The design of this car is very avant-garde, and the appearance and interior have well satisfied many people's fantasies about the sci-fi modeling of cars. However, on the day of the press conference, Cyberturck "overturned" at the scene. At that time, Musk said that the car was made of super-strong glass and polymer layered composite materials, which could be bulletproof. However, the invited guests at the scene slammed the front door glass with steel balls according to the instructions, and it broke at once!
Although the official has not said the specific reason for the broken glass so far, many people think that this is just Tesla's marketing gimmick and a successful marketing. Because two days after Cyberturck was released, the order volume exceeded 1.4 million, and five days later, it received a sales order of 250,000.
Fifth place
WEY/ Pentium /MG, go up and down into the sea.
If you think breaking glass is not spectacular, then God should be able to satisfy you.
20 19 June, WEY brand formally signed a strategic cooperation agreement with China Aerospace Foundation and China Academy of Launch Vehicle Technology to launch the jointly named Long March 11 launch vehicle CZ- 1 1? WEY。 This rocket launch not only means that China has broken the history of China's private launch vehicle successfully entering orbit, but also achieved three breakthroughs in China's space launch mode innovation, business mode innovation and user interaction mode innovation.
Then in July, Changan Auchan carrier rocket was successfully launched at Jiuquan Satellite Launch Center in China, sending its own Auchan X7 model into space. Auchan X7, which was sent into space this time, will complete the first space vehicle test under the harsh space conditions of strong vibration, ultra-low temperature and strong radiation, so as to help Changan Automobile understand the stability and safety of body materials under extreme working conditions, speed up the application of space materials and improve the quality of the whole vehicle. Undoubtedly, the names of Great Wall Motor and Changan Auchan will also be recorded in the history of China's space development.
There are both in the sky and underground. 2065438+In May 2009, pentium X40 conducted a fall test. The vehicle was pulled by the helicopter at the speed of 120km/h and then fell.
However, the test car failed to enter the ground, and after rolling on the ground for a certain distance, the car body did not deform much, and the strength of the steel plate won unanimous praise. However, the airbag of the passenger in the car did not open normally, which made the significance of the test questioned.
With heaven and earth, going out to sea has naturally become another good way for car companies to market.
20 19, 10, the news that mg ZS was racing on the aircraft carrier was once popular in the automobile circle. By the then MG? The modified version of MG ZS, driven by Zhang Zhendong, a famous XPOWER team driver, successfully completed the world's first acceleration and deceleration challenge of 0- 100 km/h on the deck of the aircraft carrier Kiev, with an acceleration time of only 3.6 seconds per 100 km, and then stopped the vehicle at a distance of 33. 1 m, which perfectly demonstrated the excellent performance of the vehicle. This is undoubtedly more interesting than dropping vehicles.
In fact, MG has always performed well in marketing. Whether it is an advertisement for 12.98 yuan to buy a car or the launch of the MG 6 high-speed rail version in combination with the MG 6 high-speed rail incident, it has achieved good communication results.
20 19 the marketing methods of major car companies can be described as their own magical powers. Both the brainwashing propaganda of Baowo and the marketing methods of WEY, Pentium and MG have reached new heights. Now that we have entered 2020, we expect these brands to bring us more brain-opening marketing works.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.