Please answer 2019

Looking back on 2019, in the cold winter of the automobile market, unique marketing cases have become a unique touch of warmth in the automobile circle, such as waiting for the dawn to break with Hiroshi Haoying and the sun rising in the east; Volvo S60 full Star lineup; Great Wall WEY joins hands with China Aerospace; Lynk & Co Racing Team WTCR wins the championship; Nezha Automobile bundles national trend IP... It can be seen that when "cars are getting harder and harder to sell" has become common knowledge in the industry, on the contrary This forces major manufacturers to scramble to come up with more creative marketing plans to attract consumers' attention, just like the advertising industry's lingo of thirsty for innovation: "I have the budget, do you have an idea?"

Watch the sunrise with Guangmoto Haoying

As GAC Honda’s most important new car in 2019, Haoying BREEZE made its official debut in Sanya on September 25. It has to be said that the name Haoying is one of the few that leaves a deep impression on new car names this year. According to the official explanation, "Haoying" means the sun rises to illuminate the world; "Shadow" means The mysterious contrast brought by light.

The new car launch event on September 25 is aptly matched with the name of Haoying. The new car was launched in the rare early morning, when the first ray of sunshine pierced the east sea at dawn. The haze and bright shadows appeared in front of all witnesses along with the gorgeous morning light of Haitang Bay in Sanya. Undoubtedly, Guangmoto also hopes to use this light and shadow conference that is rising with the sun to awaken the auto market that has been dull for a long time.

It is understood that Haoying is positioned as a mid-level SUV and is a sister model of CR-V. The new car has launched 8 models with T power and hybrid power to choose from. Among them, the T-powered version is equipped with a 1.5T turbocharged engine with a maximum power of 143kW and a maximum torque of 243N·m. It is matched with a CVT gearbox. The hybrid version is equipped with Honda's third-generation i-MMD system, which is composed of a 2.0L naturally aspirated engine + dual motors. The new car has received good market response. According to Guangqi Honda officials, the cumulative orders for Guangqi Honda's new SUV Haoying have exceeded 20,000 since its launch on November 30.

Volvo S60 is chosen for love

On December 12, Volvo’s new S60 launch conference was held in Shanghai. This massive new car launch conference was star-studded. Not only were Han Han, Gao Xiaosong and host He Jiong the blessing, but also three celebrity couples were invited: Lang Lang and his wife Gina; Huang Lei and his wife, Xiang Zuo and his wife *** Also tells the story of Volvo’s brand declaration of “Choose for Love”.

What’s interesting is that this new car launch conference is based on the mental journey of celebrity guests, interspersed with the highlights of vehicle configurations. There is no redundant product introduction by corporate executives or product engineers throughout the process, making it appear concise and warm. . In fact, through this press conference, Volvo hopes to convey the emotional value of the brand. Because of love, it is willing to give the other party the sense of security they want.

The new S60 will also feature Volvo's consistent "safety brand". The recommended retail prices of 7 different models range from 286,900 yuan to 461,900 yuan, including 4 power configurations and 6 body colors. options, plus baby-friendly skin-friendly fabric materials, hypoallergenic chrome trim, AAC dual-effect enhanced air purification system jointly developed with Blueair, and ergonomic seats created in collaboration with chiropractors. The use of materials further protects the health of drivers and passengers.

Great Wall WEY wants to "go to heaven"

In 2019, independent car companies also contributed many creative marketing cases to the car industry, and Great Wall Motors is one of them. On June 5, the Long March 11 carrier rocket CZ-11? WEY was successfully launched. This was China's first sea launch mission of a rocket, and it was also the first domestic rocket named after a vehicle model. This not only caused a wave of waves in the automotive industry, but also It is also a new attempt in the aerospace industry.

In fact, as early as April 24, "China Space Day", Great Wall WEY officially signed a strategic cooperation agreement with the China Space Foundation and the China Academy of Launch Vehicle Technology. It can be seen that whether it is automobiles or aerospace technology, both represent the "pyramid tip" of a country's manufacturing and technology industries. This wave of cross-border marketing by Great Wall is not only very relevant, but also makes people feel more proud of the nation. It is also profitable. It catches the eye and wins word of mouth.

Not only that, this cooperation is not just about putting the "WEY" logo on the rocket. The "Joint Technology Innovation Center" created by the WEY brand and China Aerospace is also advancing simultaneously. The two parties will work on the quality system and Technology implementation is carried out in four areas: testing, autonomous driving technology, new material applications and hydrogen energy.

Lynk & Co Racing Team wins WTCR?

As a high-end sub-brand under Geely, Lynk & Co’s industry attention is no less than that of WEY, but compared to the latter’s desire to borrow aviation With its career "flying into the sky", Lynk & Co is committed to becoming the "strongest" on the ground.

On December 15, the 2019 WTCR Touring Car World Cup concluded at the Sepang Circuit in Malaysia. As the first Chinese brand to compete in the world’s top touring car race, the Lynk & Co team won the annual championship at the Sepang Circuit. Champion, becoming the biggest winner in the final race in Malaysia. So far, all ten races of the 2019 WTCR Touring Car World Cup have ended. Lynk & Co. won 9 team championships and 8 driver championships. With a proud record of 624 points in total, it won the FIA ??certification for Chinese automobile brands. The first annual championship trophy in a world-class event achieved a historical breakthrough for a Chinese automobile brand in the world's top events.

It is not difficult to see from this wave of "track" marketing that Lynk & Co is trying to create "sport" and "performance" labels for its models to attract a younger consumer group. Take the Lynk & Co 03 family as an example, from the fledgling Lynk & Co 03 to the debut of the Lynk & Co 03+, from the Lynk & Co 03 TCR racing car competing in the international arena to the Lynk & Co 03 Cyan concept car setting a new world record in New York. In one year, Lynk & Co 03 has formed a family product matrix, and with its class-leading sports performance, it has become a dark horse in the industry that cannot be ignored.

Nezha Automobile bundles national trend IP

Some marketing ideas require car companies to "forget food and sleep" before they finally have the idea, while some marketing may be like the one that hit Newton on the head. An "apple" contains a lot of luck. This year's popular domestic animation "Nezha: The Devil Boy Comes to the World" not only redefined the traditional IP of "Nezha", but also brought an unprecedented "national trend", making the Nezha Automobile brand The title sponsor has become the biggest beneficiary.

Although it is suspected of being popular, Nezha Automobile has launched its own annual facelift model-2020 Nezha NO1 based on the advantage of its "name". The new car has a maximum cruising range of 430km, which can be achieved It takes 30 minutes to charge to 80% of the battery. The configuration includes a 10.1-inch central control LCD screen, AI intelligent voice interaction system, PM2.5 air filtration system, 360-degree high-definition panoramic image and vehicle remote control. The starting price is 66,800 yuan. Relatively close to the people.

Audi’s “own goal”

When it comes to the most incredible car marketing in 2019, Audi’s “own goal” advertising incident is undoubtedly on the list. On November 13, Audi placed an advertisement in WeChat Moments, but the picture unexpectedly showed an Infiniti QX50. Subsequently, Tencent Advertising immediately issued a letter of apology and took the relevant advertisements offline. However, this "own error" caused a stir in the industry. It caused an uproar.

In the face of this hot spot, many car companies have come to increase their presence. @VolvoCars took the lead in taking advantage of the popularity and launched an offensive: "@ Audi?Friends, please vote for us too." Subsequently, many brands launched a full-scale attack, and a large number of car companies such as @BORGWARD, @WM Motors, and @Mercedes-Benz followed suit. In the end, an "own goal" became a carnival of ridicule in the car circle.

Mercedes-Benz and BMW "fall in love and kill each other"

As "enemies" in the car industry for 70 years, the "love and death" between Mercedes-Benz and BMW has really shocked the industry. Had a full meal. On May 22, Mercedes-Benz held its annual shareholder meeting. Dieter Zetsche, the 66-year-old leader, officially stepped down. As a competitor, @BMWChina released a video paying tribute to Zetsche: In the video is Tsai Che On his last day in office, Che said goodbye to his employees, got into a Mercedes-Benz and reluctantly left, but when he got home, he drove a BMW i8 from his garage. BMW also wrote in the text: "Thank you, Dieter Tsai Mr. Che, for our inspiring competition over the years.”

Through this video, BMW actually has a deep intention, that is, without the identity of CEO of Mercedes-Benz, Zetsche can finally choose his beloved BMW car.

Faced with BMW's blessings and jokes, Mercedes-Benz forwarded the video. And replied: Thanks to BMW for the suggestion, but we are 100% sure that he has changed to Mercedes-Benz EQ, with a playful expression.

As competitors, the "fairy fight" between BMW and Mercedes-Benz not only did not cause a disaster scene, but made this wave of highly creative marketing intriguing. As the saying goes, good opponents make each other successful.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.