Memories of killing (3), looking through those car advertisements in 29.

In p>28, China experienced Wenchuan Earthquake and Beijing Olympic Games successively, and at the end of the year, it was the global financial crisis triggered by the subprime mortgage crisis in the United States. At one time, the strong economic growth momentum of China plummeted.

In fact, although China's automobile market maintained growth in 28-domestic automobile sales reached 9,38,5 vehicles, up 6.7% year-on-year-the growth rate dropped by 15% compared with 27, which greatly reduced the expectations of automobile companies that were full of hope for the Olympic car cycle.

I opened the 29 issue of chinese national geography magazine, and the number of advertisements dropped from 13 in 27 to 7 in 27. Fortunately, there were three spread pages, namely FAW-Volkswagen, FAW Toyota and FAW Audi. The advertisements for SUV models that have always represented high-end consumption have fallen to three models, and the main models are new mid-to high-end cars and luxury cars.

judging from the advertising situation, car companies have greatly reduced their hard and wide advertising, and the marketing of new cars was in a tight state in early 29, which shows that the annual marketing expenses have been greatly reduced. Secondly, car companies will focus on car products with higher sales, and even National Geographic magazine, which is strongly related to SUVs, will no longer focus on niche products. In addition, from the later delivery form, car companies are no longer limited to hard and wide pictures, but began to appear soft reports, which shows that marketing budgets have tended to pursue results rather than brand display.

However, no one expected that in 29, the sales of 1.6L family car in China automobile market rose rapidly because of the policy of halving the purchase tax and the stimulation of cars going to the countryside. By the second half of the year, the marketing budget basically skyrocketed, and even a situation of "grabbing places" was formed. China automobile market officially crossed the 1 million-car mark.

1) Guangben Accord

The eighth generation Accord was listed in 28, but 29 was the real node of its development. The sixth and seventh generation Accord always dominated the domestic mid-to high-end car market in the early stage. As a result, the sixth generation Camry pulled down the Accord when it came. Therefore, for Guangben and Honda, they all had high hopes for the eighth generation Accord.

Sure enough, the eighth generation Accord was a 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 28, the eighth generation Accord regained the top position of mid-to high-end cars, and in the first year of 29, it established an overwhelming advantage.

Therefore, Guangben didn't play any product selling point at all in the advertising screen of the Accord car series, but expressed the quality advantage of the Accord model with the tenth anniversary of its listing as the core. This sentiment is easy to arouse consumers' recognition of the Accord, and it has a significant impact on the domestic sixth-generation Camry, which has just passed half of its life cycle.

Of course, Guangben grafted the 1th anniversary of Accord with the sense of quality, and the only sentence with advertising elements was "J.D Power ranked first in the after-sales service satisfaction survey". In fact, there is no direct relationship between after-sales service and Accord quality, but J.D Power was very convincing at that time.

by the way, J.D Power probably didn't expect that the gold-lettered signboard of his own research project would no longer have any effect in China after many years, and it has also become a "vase trophy" under the influence of various awards ceremonies in China.

2) FAW-Volkswagen Magotan

"When TSI meets DSG, an epoch-making power combination was born". This slogan 11 years ago was a joke if it was put in 213, but it is true 1 years later.

on March 1st, 29, 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-end car was originally a combination of 1.8T+6AT, and only then did it switch to the DSG gearbox, which was widely known in the next decade.

faw-Volkswagen defined this change with "revolutionary DSG dual-clutch automatic transmission". at that time, the advertisement said "make magotan a superior car smoother than automatic transmission and more fuel-efficient than manual transmission". However, in fact, this generation of Magotan B6, which has not been lengthened and its 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 1, vehicles.

more importantly, for a long time, the problem of burning engine oil in Volkswagen's TSI engine has never been solved, and it has been dubbed by netizens as "the trunk is always equipped with engine oil". What is even more tragic is the "revolutionary DSG", because the problems such as jitter, frustration and death flicker make FAW-Volkswagen feel like a sore throat.

at first, Volkswagen only recalled in the north American market, and then FAW-Volkswagen and imported Volkswagen only announced the recall of some models, claiming that it was a case. In fact, the owner's rights protection for DSG has never stopped, but Volkswagen still does not admit that DSG is defective. It only announced the extension of the warranty for DSG gearbox in 21. It was not until the eve of 315, 212 that Volkswagen China seemed to feel the great pressure of consumer rights protection before announcing the software upgrade for domestic DSG models.

on March 13th of that year, the official website of the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) sent a message that the head of the law enforcement department of AQSIQ interviewed Volkswagen again about the fault of DSG transmission, and then began to collect the fault information of Volkswagen DSG transmission. However, the issue of DSG recall dragged on for another year. At 315 in 213, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) informed Volkswagen to recall the DSG transmission power failure. "If Volkswagen fails to fulfill its legal obligations, AQSIQ will order the recall."

At this point, the DSG incident, which has been noisy for more than four years, ended with Volkswagen recalling 384, vehicles from three domestic companies. This is also a rare case in the history of China's automobile industry in which an enterprise's active recall turned into a passive recall. Since then, the brand image of Volkswagen in China market has become synonymous with "arrogance" for a long time, and the annual 315 has become the sword of Damocles for all car companies' public relations.

After many years, Volkswagen's TSI+DSG has finally matured. All 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. In turn, it was Volkswagen's turn to hang all Japanese competitors.

as the saying goes, thirty years in the east and thirty years in the west.

3) faw-Toyota rav4

in 29, faw-Toyota dealers finally looked forward to the production of urban SUV models, so that they could compete with Honda in sales volume. after all, CR-V was hard to find a car in the market at that time, and Dongben dealers could cover operating costs just by increasing 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 Ai Wei Si". However, such a complicated name did not affect the sales of RAV4 at all. At the beginning, it was also necessary to increase the price by more than 1, yuan, while the price increase of RAV4 and CR-V almost lasted until the listing of Tiguan L in early 21.

RAV4, which was first put into production by faw Toyota, is a third-generation model. the previous models were even copied by a UFO manufacturer, and this genuine model is naturally very popular. The most memorable 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 for many consumers to choose RAV4 because it is off-road.

The new RAV4 on the advertising screen in this issue of the magazine is actually just a black body painting promoted by FAW Toyota. The previous body colors include white, silver, beige, deep red and dark blue, but it is not as black as China consumers like to highlight the stability of the atmosphere.

It is worth mentioning that at that time, FAW Toyota's marketing expenses were still abundant, and it directly invested a cross-page advertisement for this new painting car, which was not even a small change, and the cost was doubled. This also proves that RAV4 brought high returns to FAW Toyota at that time.

4) Jeep car series

You see, a brand like Jeep must be related to National Geographic at a low cost, because the readers of this magazine should be regarded as the core users of Jeep.

so, with little money and an advertisement, which model should I choose? Of course, all of them! Therefore, this page of Jeep's advertisement is an advertisement for the whole vehicle, showing all the models of Jeep brand in China market at that time, including Grand Cherokee, Companion, Commander and herdsman.

in fact, Jeep was very focused on brand building at that time, because there were only imported models and the whole department, and all the information points were distilled 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 insists on 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 Rubicon, a cross-country holy land in China", which is a very classic marketing activity of Jeep brand, and even I participated in it as a newcomer. Rubicon is a cross-country road in the United States. At that time, in order to cooperate with the introduction of Jeep herdsman, Jeep and several media, including chinese national geography, launched an activity to find the road of Rubicon in China. Objective To make a strong connection between this off-road performance and Jeep, and to 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 29 Fengyun Festival" held at Yulong Snow Mountain in Lijiang, which was actually the earliest huge car owners' party in China, much earlier than 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 had not even changed her name. She injected a kind of spiritual appeal into the Jeep brand at that time, including the spirit of pioneering, pioneering, surpassing and responsibility, and so on, which made the niche Jeep have a unique competitive value at that time.

after so many years, maybe Jeep is looking for these original 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 29, the domestic Audi A6L*** sold 46,356 vehicles, and its market share further increased to 64%. Due to the lengthening factor, the sales volume of Audi A6L in that period easily surpassed that of its peers-BMW 5 Series Li and Mercedes-Benz E-class long wheelbase will be made in the second half of 21.

Of course, the most interesting thing about A6L in 21 is the introduction of a model equipped with a 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 38N·m, which is close to the level of 3.TFSI, but the maximum horsepower is only 19 HP. However, the fuel consumption given is extremely amazing, only 5.4L/ 1 km. However, as we all know, diesel is naturally not sought after in China market, and after that, Audi will no longer introduce diesel models into such products.

In addition, the A6L of 21 had an interesting configuration at that time, that is, the function of mobile TV, which is particularly meaningless now, but after the 28 Olympic Games, the mobile TV standard even caused some controversy. With this function, there is the third generation MMI system in Chinese, as well as the GPS navigation function.

6) Ford New Generation Transit

Ford should be regarded as a "frequent visitor" of China National Geographic magazine. It seems that there are advertisements for Ford's 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 7-9 business reception markets, apparently aiming at 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. 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 this Chevrolet copaci advertisement of Shanghai GM was that it was no longer a hard and wide picture, but was presented in soft text, and it was unfolded from the perspective of a car owner, and even a complete picture of the car 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 gain an exposure.

this soft article is still very interesting. First of all, the object of choice was the software industry practitioners who were still in the ascendant at that time, basically the young class in the late 197s and early 198s, but they were stable enough to meet the "early adopter" label of SUV and the youthful tonality of Chevrolet brand.

Secondly, this article is divided into two sub-labels. The first sub-label mainly says that the owner bought a Le Feng 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 meets the demand for redemption very early. The second poster mainly talks about the feelings after choosing copaci. For example, with KP7 Motorists' Club, 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 the consumer object and the selling point of the product are gently conveyed to the readers. Compared with the "hard-core information" of current automobile advertisements, the readability at that time was still worthy of reference.

related review:

do you still remember those car hard-broadness (1) in 26-29

memory killing (2): do you still remember the car advertisement in 27

text | Jackie lxx

figure | network

This article is from the author of car home Chejia number, which does not mean.