Cheongsam slogan

"What kind of car is this? It looks beautiful! "

"How much is this car?"

During the test drive of Dongfeng Da Yue Kia Chi running Ace, these are the two questions that passers-by ask the most.

From the perspective of an atypical young man born after 1995, the first thing that caught my eye was the artistic frameless Logo on this car, which was no longer the oval with English in my previous impression.

From direct to tacit, it is the current trend. Kia said that it is also to cater to the preferences of young consumers.

202 1 is the year of KIA's change, and the brand logo and slogan were updated at the beginning of the year. As the vanguard of brand remodeling, Zhirun Ace shoulders the heavy responsibility of "revival and change".

The name is enough to see the Korean expectations for this SUV.

The word Ace means "main support" in the Korean delegation, that is, the most powerful and eye-catching member of the company. For example, Lim Yoon A in girlhood and Jung Soo Jung in FX.

Now KIA uses this word in its own fist products, and it's not hard to guess-let Dongfeng Da Yue KIA return to the mainstream track.

Pick up the price/performance ratio and stop betting on the brand. Q: What was the last Korean drama that reached the phenomenal level?

You from the Stars, which many people blurted out, has actually been on the air for seven years. Now everyone's taste has become an "awakening era".

The decline of Han culture in China market is obvious to the naked eye.

Just like the experience of Korean dramas, Korean cars are also experiencing a rout in the China market. According to the data of the Association, the market share of Korean cars in China has been hovering at 5% in the past year, and it was as low as 2.5% in February this year.

Xu Haidong, deputy chief engineer of China Automobile Association, said: "The reason for the decrease in the market share of Korean cars in China is that their understanding of the China market is biased." .

Back to Kia itself, as a Korean brand that entered China earlier, it initially ran an enviable speed in China market with its high cost performance, and once became the fourth largest car company in China market.

In the era of 2.0, Kia began to reach a high level, and launched about 200,000 models represented by Jiahua and K5, but it was always difficult to establish its own unique advantages in the middle and high-end automobile market.

Kia in the era of 3.0 entered the fast lane of change, and announced that it would "abandon the market below 65,438+10,000", concentrate on K5 Kaiku, launch brand breakthrough, and focus on the middle and high-end market.

However, the result is not satisfactory: from the initial monthly sales of 4,000 vehicles to 600 vehicles today, the frustration of K5 also reflects that Kia's brand still has a long way to go.

"The brand promotion, product positioning and upgrading of Korean cars have lagged behind mainstream joint venture brands such as Europe, America and Japan. Moreover, the competitiveness of independent brands has gradually improved, and the market share of joint venture brands has been eroded, among which Korean cars bear the brunt. " Xu Haidong said.

Today's Kia has realized the importance of brand building. It can be seen that high-end models such as K5 are still retained, while low-end products are also picking up.

In the industry's view, the change of Zhipao Ace may be the strategic adjustment of Dongfeng Da Yue Kia, which no longer gambles on the brand upward and tries two ways to attack.

Label yourself. All actions are like a promise, which proves that Dongfeng Da Yue Kia is still holding its ground.

China automobile market has a great influence on the global automobile market. In 2020, China will account for 32% of global cars. Every multinational giant is overweight this market, and the sales share of most joint venture car companies in China has increased to varying degrees, except Hyundai Kia Group.

In 2020, Hyundai-Kia will sell about 7 million cars in the world, accounting for less than one seventh of China's total. Therefore, the importance of regaining the China market is self-evident.

An industry insider revealed to the Automobile Industry and Commerce Bureau, "We are squeezed by our own brands, saying that the allocation rate is high, but the quality is not high in essence and we are good at marketing. We will do the same, but South Korea (high-level) does not accept this (culture), so the brand is weak. "

In his view, Korean cars are in a weak position in marketing, which makes the brand's voice in the China market smaller and smaller.

Admittedly, from a technical point of view, no one will question Kia's technical strength. Ward's top ten engines. Doesn't it smell good?

Zhirun Ace is equipped with 2.0L naturally aspirated and 1.5T high-performance engine, among which 1.5T high-performance engine with KIA's global original CVVD technology improves performance by 4%, fuel efficiency by 5%, exhaust emission by 12%, and the maximum output is as high as 200 horses, which is quite outstanding among competitors in the same class.

However, it is not enough to upgrade the new car only at the product level, and brand building is more important. At the level of marketing and publicity, compared with American, German and Japanese cars, Korean cars do not seem to have a conspicuous and unique concept, and consumers' cognition of it is also vague.

In the market competition with serious homogenization, it is no longer the short board that determines the life and death of the brand, but the long board that is labeled. To impress consumers, we should try to label ourselves.

Taking the change of Zhirun Ace as an opportunity, all these changes, from product positioning to technology configuration, from pricing strategy to marketing model, announced the arrival of a new era of Dongfeng Da Yue Kia.

At the end, according to the original plan, Zhirun Ace, which thousands of people expected, will be listed on July 5, and just two days ago, the official suddenly said that due to the global chip supply shortage, the listing will be postponed.

This is undoubtedly a thorny issue, because the established product rhythm throughout the year is suddenly disrupted.

However, in the view of "Automotive Sankei Shimbun", Kia only needs to follow the "certainty" it has found, and it can calmly set out in the medium and long-term vision of ten years. ?

Everything is just like the moral of the new logo: "Break the boundary and start over."