Memory Killing (2): Do you still remember the car advertisement in 2007?

2007, the year before the Beijing Olympic Games. According to the experience of Tokyo Olympic Games and Seoul Olympic Games in the past, whenever Asian countries hold the Olympic Games, the automobile market will increase substantially in the years after the Olympic Games, not to mention this time it is Beijing, and behind it is the China market with great market potential.

Therefore, 2007 has become a year for joint venture car companies to launch new cars intensively. This year's car advertisements are also more than those in 2006 and 2009, almost 30%-50% more.

From the car advertisements in 2007, it can be seen that luxury brands are no longer limited to BBA, and the rise of SUVs also started from this time-this may also be related to the attributes of China National Geographic magazine. China automobile market began to show more diversity and high-end richness, and China automobile consumption began to show a high-speed development trend that exceeded everyone's expectations.

1) Jeep Guide

In 2007, Jeep launched the Compass in China, and imported it through import. It was a relatively rare "compact SUV" in the imported automobile market at that time, focusing on the urban style, so we can see that many details are very round except for Jeep's unique seven-hole air intake grille-this style was actually reflected in later freelancers, and the guide later became a relatively more traditional square design of home style.

The 2007 Guide is equipped with a 2.4L engine, 170 HP, CVT gearbox and timely four-wheel drive. How much is this configuration? From 239,900 yuan to 269,900 yuan, compared with the price of domestic CR-V at that time, the price of Jeep Guide had no premium of imported cars at all, so it became the main sales force of Chrysler dealers for a long time. It can be said that before the launch of the new Grand Cherokee, the brand positioning of Jeep in the China market was not higher than the mainstream joint venture brands by half a level.

2) Cadillac SLS Saiwei

In 2007, Cadillac launched the SLS Saiwei model with Audi A6L as the benchmark in China market, which was actually higher than the Audi A6L product at that time in terms of gas field and configuration. Maybe that's when Cadillac's semi-competition was formed.

There are no SLS models overseas. Cadillac's flagship is actually STS, but it was later introduced into the China market, so it was changed to SLS, and the Chinese name was translated as "Saiwei" according to Seville, the model before STS.

Saiwei is really magnificent, and Cadillac's advertisements are naturally generous. It took two pages to present this medium and large luxury car with a length of more than 5. 1 m in a very "steady" way. One detail is that Cadillac's luxury cars used vertical headlights at that time. Although it can't be made slender for technical reasons, you can also see the shadow of integrated headlights.

Saiwei's powertrain is also the flagship: the top is equipped with a 4.6L V8 Polaris engine, the top is equipped with a 3.6L V6 engine, and the middle and low are equipped with a 2.8L V6 engine. However, at that time, the self-priming power of 2.8L V6 was the level of 2.0T in many cars now, and it could even achieve the high power of 1.5T, with five-speed automatic manual transmission, MRC electromagnetic suspension system and so on. Of course, the price of Saiwei is also high, ranging from 400,000 to 800,000, covering the price range from A6L to 7 series, which is roughly equivalent to the original positioning of CT6.

The most interesting thing is that the advertising words of Cadillac SLS Saiwei are very similar to those of marketers in Taiwan Province Province at that time. For example, the writing will use special and unique terms such as "you choose at your own discretion" and "you join hands first", which is very respectful.

3) Toyota Camry

In 2007, Camry was in full swing. As soon as it went public, it pulled down the former high-end car champion Accord, and the terminal sales also increased in price. Therefore, this Camry advertisement is not soft. Although it is only a mid-to high-end car of a mainstream joint venture brand, it also uses a cross-page advertisement, which was basically exclusive to luxury brands before.

The 2008 Camry has not changed much, but some active and passive safety equipment has been added, such as ABS+EBD+VSC+TRC, xenon headlights, AFS headlight intelligent follow-up steering system and ALS automatic body level control, and some models have added side airbags and safety curtains, and so on.

In addition, the brand slogen used by Toyota at that time was still "there must be a road in the end, and there must be a Toyota car in the road."

4) British finidi foreign exchange

Around 2006, finidi officially entered the China market, a Japanese luxury brand born in North America, hoping to catch up with the outbreak cycle of the luxury car market in China. As can be seen from the advertising screen, Britain and finidi had only seven dealerships in China market in the early days, except for the traditional Beijing, Yangtze River Delta and Pearl River Delta regions. At that time, Chengdu Sanhe, Britain and finidi had already opened stores, and there was not even a store in Guangzhou.

At that time, the main model promoted by Britain and finidi was FX, which is now QX70. However, at that time, FX was nearing the end of the replacement, and the subsequent FX was the real classic design. Today, that car still feels like a "beast", which is in line with the aggressive front face design created by more and more models-you know, this car was designed more than ten years ago.

Back in 2007, this FX was relatively mediocre in the design of headlights and air intake grille, but the proportion of the whole car was still centered on the performance coupe, but it was also an SUV model, which was a huge communication gap for China consumers at that time. At that time, the understanding of SUV in China market had just changed from hard-core to urbanized circle, and FX directly crossed to coupe modeling?

However, the main selling point of FX is power performance. Compared with the later Acura, the 320 horsepower V8 engine has not been enlarged.

5) Acura TL

Acura and British finidi entered the China market almost at the same time, but as the first Japanese luxury brand born in North America, Acura was actually the last Japanese luxury brand to enter the China market. Therefore, Acura is a high-end brand of Honda, which has been selling well in the United States for 20 years.

From the picture, the advertisement of Acura TL is much simpler than that of FX in Britain and finidi. The shield-shaped front air intake grille and blade waistline are fresh in people's minds, and the huge characters of 270, 3.2 and VTEC also highlight the selling point of Acura TL. Acura TL is equipped with a 3.2L V6 VTEC engine, and its 270-horsepower figure really attracts those rich people who pursue speed.

But the bigger problem is that it is difficult for the rich to buy-there are only five dealerships in China, two in Beijing, one in Nanjing, one in Shenzhen and one in Foshan. Even so, this Acura store in Foshan has become a "miracle" of this brand-it is said that half of Acura models will drive in Foshan in the next decade or so.

A digression is that the Acura TL of the 3.2L V6 engine was quickly replaced by the new 3.5L, and the price rose from 390,000-430,000 yuan earlier to 620,000 yuan, which was evaluated by many media as "Acura confidence bursting". A few years later, due to the sharp drop in sales, the price had to be reduced to 498,000 yuan. However, time passed and TL left.

6) Honda Fit/Sidi

2007 is the last stage of the first generation Fit and its sedan version, so Guangben upgraded Fit and Sidi in order to maintain sales.

Fit style mainly adopts bumper and sports side skirt design before and after sports, which makes the new car look more sporty, and at the same time increases the colors of new cars in black, purple and silver. Honda's family-style shield-shaped air intake grille was adopted in 08 Sidi, and it was chrome-plated. Honda also specially developed electric sunroof for Sidi in China market, and added four-wheel disc brakes in these upgrades.

There is also the rare information that Guangben put on the "20% down payment personal car loan plan", which was very rare when almost all cars were purchased in full at that time. Hiromoto should be the first to eat crabs.

7-8) Mercedes-Benz ML, GL

Mercedes-Benz in 2007 was obviously not as strong as it was in recent years, and high-end SUV was the profit core of Mercedes-Benz at that time. Therefore, in a male-dominated magazine like National Geographic, it is not surprising that both ML and GL cars appear at the same time.

Mercedes-Benz ML in this period is the second generation model of M-class, platform code W 164, and it should also be the most famous Mercedes-Benz luxury SUV product in China. This generation changed to a load-bearing body, equipped with 3.5L V6 and 5.0L V8 engines, and equipped with 7-speed automatic transmission (7G-Tronic), direct control suspension system, 4MATIC full-time four-wheel drive system, cab management and data system (COMAND)-that is, equipped with central control large screen, car TV and other visual equipment.

How much was such a car at that time? 858,000 yuan to1198,000 yuan.

Don't be too expensive, what is expensive is the full-size SUV model built on the same platform-Mercedes-Benz GL. In 2006, Mercedes-Benz GL was enlarged on the basis of M-class, which can meet the space demand of the third row passengers. Obviously, such a big car is not made for the European market, but for the top customers in the North American market.

The powertrain of Mercedes-Benz GL is also different from that of M-Class, adopting a 4.7L V8 engine with a maximum power of 250kW and a maximum torque of 460n·M, which is also very American. On the basis of the M-class configuration, GL added the air suspension system AIRMATIC, panoramic sunroof, multi-zone air conditioning, Harman Kardon audio, etc., which made the price rise to nearly RMB 654.38+0.5 million, and it was indeed the flagship at that time.

Later, in order to clarify the corresponding relationship between SUV and car class, Mercedes-Benz changed the naming system of SUV, with GLE being M class and GLS being GL class.

9) Audi A4 S series

When was the Audi A4 extended? It seems to have been in our minds for a long time, but it actually came to mind after seeing this advertisement. The first extended Audi A4 is B8, which was put into production in China market in 2008 and has gone through two generations.

In other words, the Audi A4 S-Line launched in 2007 is actually a standard wheelbase version, so the sales performance is not as strong as it is now, and the annual sales volume is only 65,438+09,764 vehicles, which is equivalent to the current sales volume of about one and a half months.

Just because Audi was really rich at that time, although half of the content of this advertisement was meaningless, I made up my mind to put a cross-page advertisement. In addition, there is a logo of the sponsor of the Beijing Olympic Games in the upper right corner, which vaguely reminds people of the strong posture of "Volkswagen China 2008 Olympic Plan".

Audi A4 in this period was not so "grandiose" on the tail label. The two displacements of "1.8T and 2.0T" are marked in this way, and the entry level also provides manual gear selection. Also, at that time, the price of the S-line version was about 1000 yuan higher than that of the ordinary version. Now it is basically a double appearance choice, and there is no difference in price.

10) Ford S-MAX

Isn't it incredible that Ford should put MPV into production in China? Not only that, this MPV also has a Chinese name "Max". However, this car has always been unpopular in the China market. When it was launched in 2007, the monthly sales volume was basically below 1 0,000, and it continued until June 20 14, with no sales record.

In fact, S-MAX was full of confidence at first. After all, it is the European car of the year in 2007, and it is the first synchronization in the world. Moreover, the size of this car is not small, the length, width and height are 4760/1910/1640 mm, and the wheelbase is 2850 mm In fact, it is an MPV model based on Mondeo chassis. Moreover, under the blessing of driving performance, Changan Ford believes that this car can compete with the Odyssey-don't think that the Odyssey at that time was today's daddy car. In fact, the Odyssey was a leisure car when it was first made in China.

The price of S-MAX is 265,438+0.98 million yuan and 239,800 yuan, which is cheaper than Odyssey. So why did this car fail? Let's actually look at the communication highlights in the advertising screen.

S-MAX adopts 6AT gearbox, and its important selling point is the chassis: "It is comparable to the precise control of cars; Advanced C3P design technology has created a solid chassis, supplemented by a high-strength energy-absorbing body. "

After listening to this passage, can you understand why Changan Ford lost the championship in MPV? Obviously, no one will buy an MPV with excellent handling performance. Everyone wants to know the space and comfort, not even the Mazda 2.3L self-priming engine.

At this time, another problem appeared in Changan Ford. Didn't even mention that this car is MPV. It seems that people don't want to know that this car is an MPV family car. The reason is naturally that there is not enough space in the third row-this is because the second row of seats can't slide back and forth, and the third row is basically a child seat, which loses the selling point of MPV. Therefore, Changan Ford has defined a new market segment: SAV sport utility vehicle.

But the question is, if it's not MPV, why does S-MAX sell for 200,000? It is good for consumers to buy a Mondeo.

Many years later, BMW also used this definition of "SAV", but people used it on the BMW X series, so that consumers would at least not refuse an SUV as a sport.

Many years later, Changan Ford did not import the next generation S-MAX, but Lifan, who was also in Chongqing, copied the shape of the next generation S-MAX and named it Xuan Lang.

1 1) Honda Civic

Honda found Guangzhou and established Guangzhou Honda 1998. After the Accord went public, it was a great success, and then Odyssey and Fit also attacked the city. However, due to Honda's close relationship with Dongfeng, Dongfeng Honda joint venture company was established in 2003, and in 2004 Honda introduced CR-V to Dongben, which made Dongben earn a lot of money.

In the first half of 2006, Dongben ushered in the second car, the eighth generation Civic. At that time, Civic was quite competitive in the whole car market. After all, in the North American market, Civic is on a par with Corolla. In addition, the 1.8L engine has better power and lower fuel consumption than the 1.6L engine dominated by many competitors at that time, and it was advertised as "golden displacement" by Dongben. Unfortunately, however, this displacement does not enjoy the policy of halving the purchase tax of 1.6L later.

Of course, before 2007, the sales volume of Civic was still very top-notch. At that time, the Civic of the Eighth Generation adopted a double-deck instrument panel with full sense of science and technology, with the speed displayed as numbers and the tachometer in the middle, which was very sporty. It is also worth mentioning that the Chinese name of Civic was not decided until May 2007.

Besides the message of Civic, there is another interesting point in the advertisement. Dongben also used this advertisement to recruit dealers, indicating that Dongben had realized that there was still a great increase in sales.

12) Zhengzhou Nissan Odin

At that time, Zhengzhou Nissan mainly sold pickup trucks and hard-core off-road vehicles, focusing on the mass consumer market, which is the category of tool vehicles. Odin is actually a modified version of paladin, which hangs the Dongfeng beacon, or an SUV model made on the basis of pickup trucks—yes, at that time, Zhengzhou Nissan began to use the definition of SUV—non-loaded body, and the rear suspension was still spiral spring structure. Slightly different, the leaf spring in the paladin is more inclined to urban comfort.

Odin's main selling points are durability and saving money. The high-profile models used Nissan QD32T diesel engine and 4AT gearbox, as well as electric control four-wheel drive modification, which was still very advanced for the tool car at that time. Sales, more is the power grid, water conservancy or urban construction and other institutions procurement.

13) Subaru outback

It's not too late for Subaru to enter the China market, and it began to export models to China almost in 2004. In 2007, under the global synchronization strategy, Subaru introduced all four-wheel drive models of its five automobile series to China, including Legacy Legacy 3.0R, Legacy 2.0R, Outback 3.0R, Impreza 2.0R and Tribeca Chipeng, which are still adhered to today.

The outback in the advertisement is the second generation of this model. Although the 3.0L and 2.5L displacement are imported from China, the main products are obviously the low-displacement 2.5L models. Subaru didn't use SUV to define this car, but emphasized that this car is a "pure" multi-functional station wagon with both station wagon and recreational vehicle, and also printed a full-time four-wheel drive system with left and right symmetry on it. Think about it. At that time, if Subaru was willing to vigorously spread the SUV features of Outback, rather than a niche station wagon, it might win a bigger share.

Of course, the price of Outback was not cheap at that time, and the price was 359,800, which was between the joint venture compact SUV and the imported luxury brand medium-sized SUV. Not long after, GAC Toyota launched seven medium-sized SUVs Highlander. At that time, the 3.5L displacement Highlander was only in the early 400,000 s, which was difficult to be competitive for a niche model like Outback.

Text | |JackieLXX

Figure | Network

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.