The declining "rich second generation" took a look at the origin of Tengshi.
Let's first understand the origin of Tengshi brand. Tengshi Automobile is a joint venture between BYD, a leading new energy automobile company in China, and Daimler, a world luxury car manufacturer. Founded on 20 10 and headquartered in Shenzhen.
The English name DENZA comes from the transliteration of the Chinese name Tengshi, which means "Tengshi, electrifying the future". It expresses the soaring momentum with the integration of resources from both sides and the rise of new energy vehicles in China and the world, bringing consumers a brand-new life experience of electric vehicles. However, this very China name is not as powerful as the manufacturer expected. In the 12 year when the brand was born, Tengshi brand launched Tengshi and Tengshi X, among which Tengshi has been discontinued, and Tengshi X was officially listed at the Guangzhou Auto Show at the end of last year.
Poor marketing eventually led to brand silence for many years.
For Tengshi, many people have the most impression that it is a special car on the internet. It is difficult for you to see Tengshi's franchise stores or any news. Is Tengshi a company that makes a fortune?
The answer is of course no. In this era of rapid information update, it is impossible to expect you to belong to a brand that is not afraid of the depth of the alley. A new brand needs to invest a lot of energy and financial resources from its birth to its entry into the public eye. To give a very simple example, even Wolf Warriors 2, which ranks first in the global box office 100, needs to be warmed up nationwide before it is released, not to mention the car brands that have invested heavily.
Back to 12 years ago, Tesla was just listed on NASDAQ, and the models that shocked the world car world had not been released yet? In the United States, Tengshi is the "new force" of automobiles after the world's top technology and pets at that time. Why did you fall into this embarrassing situation today? It's embarrassing.
The change began with entering the Mercedes-Benz 4S store.
Perhaps both sides saw the root of the problem, so on June 65438+ 10/4, 2020, BYD and Daimler donated blood to Tengshi brand in the same direction. According to statistics, from 20 12 to 20 19, the accumulated capital increase is about 4.9 billion yuan. Continuous investment has kept Tengshi from being eliminated by the market, and many people will.
Since there is no problem with product strength, we only need to make changes in brand promotion and channels. If we re-develop new dealers and rebuild stores, it will inevitably increase the financial burden, take time and effort, and the cost of doing so is too high. If Tengshi cars are put into Mercedes-Benz 4S stores by using existing resources, what effect will it achieve?
It is understood that since July 1 day, 2065438, Beijing Mercedes-Benz Sales & Service Co., Ltd. has been officially responsible for the operation of some businesses of Tengshi, including sales, marketing and brand communication, customer service and network development. Consumers can enjoy the sales, maintenance and repair of Tengshi X at the authorized Mercedes-Benz dealers. Tengshi Automobile finally entered the Mercedes-Benz 4S store with its head held high and competed with its brother.
The rise of Tengshi is by no means nonsense.
As spectators, we have some hindsight, but we can still boldly guess whether Tengshi and Mercedes-Benz will become more influential brands than Tesla if they are sold in the same store eight years ago. This is not nonsense.
First, a new force to build a car with a golden key.
Why traditional automobile enterprises can produce many centuries-old brands has a lot to do with people's cognition of automobiles, because automobiles are the product of industrial civilization and there is no room for opportunism. Traditional automobile enterprises have kept the four core processes of stamping, welding, painting and final assembly to this day, and implemented strict standards in technology and technology. Although Tengshi is an emerging brand, compared with many new car-making forces that mix PPT and OEM, Tengshi has a great lead from the beginning, and naturally has a great advantage in gaining consumer trust. Coupled with the "gold plating" of Mercedes-Benz, it is difficult to get attention.
Second, Tengshi automobile technology is leading the world.
It is not enough to rely on a well-known family background. Product strength is the most critical factor to support the long-term development of the brand. Tengshi has an advantage over its competitors. Tengshi's first model was released on 20 14, and the cruising range data released by the manufacturer was 300 kilometers, which was already an outstanding representative of "high cruising range" at that time. On the other hand, Tesla model? S, just sold in China at this time, although the cruising range is twice that of Tengshi, the price has doubled. A Tesla model at that time? Can the price of S buy three Tengshi cars, even Tesla models? Compared with X, Tengshi X is not inferior. If the same cost is used for Tengshi models, I think it will not be worse than Tesla.
Third, national policies are beneficial to Tengshi.
At the beginning of the development of new energy vehicles in China, the national and local policies for new energy vehicle enterprises were very generous, not only subsidized, but also exempted from purchase tax. Even in many cities with restricted purchases, new energy vehicle licenses were given preferential treatment. For imported Tesla, this policy has nothing to do with it. On the one hand, we enjoy the momentum of various policy subsidies, on the other hand, we have to wait a few months to pay the deposit. X, I think everyone will know which one to buy when they close their eyes. Although Tesla's users are mostly high-income groups, consumers who buy Mercedes-Benz are also "either rich or expensive". When users see Tengshi in Mercedes-Benz 4S stores, I think there will still be many people willing to pay for it.
So, who do you think has a better chance of winning in the future, Tengshi or Tesla?
Che Shu concluded
At present, Tengshi brand is facing the market and consumers with a brand-new image. Entering the Mercedes-Benz 4S store is only the first step to enhance the brand image. I believe there will be more actions and surprises waiting for you in the future. Although the current sales volume is not enough to be complacent, Uncle Che still wants to give Tengshi a 4-star evaluation. The reason is simple: can you find a model with stronger products at the same price and more after-sales security? Interested friends can learn about and test drive Tengshi X in the local 4S shop authorized by Mercedes-Benz, and truly feel the extraordinary features of Sino-German joint venture products. ?
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.