Advertising slogan of faw service station

In 2008, China experienced Wenchuan earthquake and Beijing Olympic Games successively, and at the end of the year, it was the global financial crisis triggered by American subprime mortgage crisis. China's strong economic growth momentum once turned sharply.

In fact, although China's automobile market maintained growth in 2008-domestic automobile sales reached 9,380,500, up 6.70% year-on-year-compared with 2007, the growth rate decreased by 15%, which greatly reduced the expectations of automobile companies full of hope for the Olympic car cycle.

In the issue of chinese national geography magazine in 2009, the number of advertisements dropped from 13 in the single issue in 2007 to 7 in the single issue. Fortunately, there were three spreads at that time, namely FAW-Volkswagen, FAW-Toyota and FAW-Audi. The advertisements for SUV models that 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, automobile companies have greatly reduced hard and wide distribution, and new car marketing was in a state of tension at the beginning of 2009, which shows that the annual marketing expenses have been greatly reduced. Secondly, car companies will focus on higher-selling car products, and even National Geographic, which is strongly related to 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.

However, 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 position". China's automobile market officially broke through the10 million mark.

1) Guangben Accord

The eighth generation Accord was listed in 2008, but 2009 was its real node. The sixth and seventh generation Accord always dominated the domestic mid-to high-end car market in the early days. As a result, the sixth generation Camry came and pulled down the Accord. Therefore, 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 expressed the quality advantages of Accord models with the tenth anniversary of listing as the core. This kind of emotion can easily cause consumers to recognize the Accord, and it has a great impact on the domestic sixth-generation Camry, which has just passed half of its life cycle.

Of course, Guangben grafted the Accord 10 anniversary edition with a 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, 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 had no effect in China after many years. Under the influence of various award ceremonies in China, it also became a "vase trophy".

2) FAW-Volkswagen Magotan

"When TSI and DSG met, an epoch-making power combination was born. "This slogan 1 1 years ago 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 Games 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 it was not until later that it was changed to the DSG gearbox which was widely known in the next decade.

FAW-Volkswagen defines this change with "revolutionary DSG dual-clutch automatic transmission". At that time, the advertising slogan was "Make Magotan a more stable and fuel-efficient advanced car than automatic gearbox". But 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 10,000 vehicles.

More importantly, for a long time, the problem of burning engine oil in Volkswagen TSI engine has never been solved. Netizens joked that "the trunk is always filled with engine oil". What is even more tragic is the "revolutionary DSG", which makes FAW-Volkswagen feel a sore throat because of jitter, frustration and death flicker.

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 to be an example. In fact, car owners have never stopped defending the rights of DSG, but the public still does not admit that DSG is defective. It only announced the extension of the warranty period of DSG gearbox in 20 10, and it was not until the eve of 20 12 that Volkswagen China seemed to feel the great pressure of protecting consumers' rights and interests before announcing the software upgrade for domestic DSG models.

Soon on March 13 of that year, official website, AQSIQ released a message saying that "the head of the law enforcement department of AQSIQ once again interviewed Volkswagen about the DSG transmission fault", and then began to collect the fault information of Volkswagen DSG transmission. However, the recall of DSG was delayed for another year. On March 5, 20 13, the General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ) informed Volkswagen 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 automobile industry, which changed from active recall to 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. All models equipped with this powertrain beat their rivals in terms of 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, so that they could compete with Honda in sales. After all, it was difficult to find CR-V models in the market at that time, and Dongben dealers only needed to raise prices to cover operating costs.

At that time, RAV4 had no Chinese name, and even few people pronounced "rua fo", so it was usually called "A Ivy 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 654.38+10,000 yuan, and the price increases of RAV4 and CR-V almost lasted until the listing of Tiguan L at the beginning of 20 10.

RAV4, which was first put into production by FAW Toyota, is the third generation model. The previous model was even copied by a manufacturer named UFO UFO, 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.

In this issue, the new RAV4 on the advertising screen is actually just the black body painting promoted by FAW Toyota. Previous body colors included white, silver, beige, crimson and dark blue, but it didn't stand out like black, which consumers like in China.

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 painting car, which was not even a small change, and the cost doubled. This also proves the high return that RAV4 brought to FAW Toyota at that time.

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 less advertising, 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, Companion, Commander and herdsman.

In fact, Jeep paid great attention to brand building at that time, because there were only imported models and the whole system, 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 Rubicon, a cross-country holy land 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 herdsmen, Jeep and several media, including chinese national geography, launched an activity to find the road of Rubicon in 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 in Yulong Snow Mountain, Lijiang, which was actually the earliest gathering of large 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-border cooperation with the Jeep brand. I remember that Zheng Jie, who was in charge of marketing in Chrysler China at that time, was just a vice president and had not even changed his name. She injected a kind of spiritual attraction into the Jeep brand at that time, including the spirit of pioneering, pioneering, surpassing and responsibility, which made the niche Jeep have unique competitive value at that time.

After all these years, maybe Jeep is 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, the sales of Audi A6L in this period easily surpassed those of the same class-BMW 5 Series Li and Mercedes-Benz E-class long wheelbase will be manufactured in China before the second half of 20 10.

Of course, the most interesting thing about A6L 20 10 is the introduction of 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 HP. However, the fuel consumption given is extremely amazing, only 5.4L/ 100 km. However, as we all know, diesel is naturally unpopular in China market. After that, Audi will no longer introduce diesel models into such products.

In addition, A6L with model 20 10 had an interesting configuration at that time, that is, mobile TV function, which is 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 and GPS navigation function.

6) Ford's new generation Zhongtian

Ford should be a frequent visitor to chinese national geography 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 7-9 business reception markets, which was obviously aimed at Buick GL8 at that time. To this end, Jiangling Ford also adopted a particularly tall name "Deluxe Class", which obviously corresponds to GL8' s "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.

Chevrolet copaci

At that time, the biggest highlight of the Chevrolet copaci advertisement of Shanghai GM was that it was no longer a hard and wide picture, but presented in the form of a soft text, and it was launched from the perspective of the owner, and even a complete picture of the model did not appear. It can be seen that the marketing concept of Shanghai GM 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 is the software industry practitioners who were still on the rise at that time, basically the young class in the late 1970s and early 1980s, but they are 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 sub-label mainly tells that the owner bought Alfonso before, and then he was very satisfied with the Chevrolet brand, and now he wants to buy it-this seems to be an advertisement, indicating that the SUV has met the redemption demand 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 the consumer and the selling point of the product are euphemistically conveyed to the readers. Compared with the "hard-core information" of automobile advertisements now, 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.