Media advertising alone is certainly not enough. Feng Yu arranged for some people to drive Songjiang-Elf in major cities, driving on the main roads, especially during the morning, lunch and evening rush hours.
Many people who commute by bus or motorcycle can always see a Elf driving by on the road. They find that this car is really beautiful, and they are envious of it, and even have the desire to buy it.
After Songjiang-Elf posters were posted at major bus stops, more people came to 4S stores to look at the cars.
For less than 30,000 yuan, you can buy a car. Before, they could only think of those shabby second-hand cars. This is brand new and produced by Bingcheng Machinery Company!
The Genie car redefines the concept of private cars. Private cars are means of transportation, mainly for the convenience of travel. Stylish appearance, bright colors, energy and fuel saving, and affordability have become the main selling points of Elf. These selling points have also stimulated other car companies.
Does China not have such a mini car? It has been around for a long time, Otto. It started production in the early 1990s. Unfortunately, the sales have not been very good. The technology is backward, the appearance is terrible, the quality is average, and there is no publicity. But even so, Otto still has several factories producing, but only one can guarantee a slight profit, while all the others are losing money.
Just when they were about to give up on the minicar, they saw the success of the Elf. It is also a mini car, so why is the Elf so popular
The bosses of Otto's four factories gathered together for a meeting to study the future development of the factory.
“Other people’s mini cars were several years later than ours, so why are theirs so easy to sell?”
"It's about the price. Our car costs more than 60,000 yuan, while others only sell it for more than 20,000 yuan."
"It's more than 20,000 yuan, what's the difference between 30,000 yuan and 30,000 yuan? Are you still short of a hundred yuan to buy a car? That's a gimmick!" Someone said disdainfully, with a strong sour taste in his words.
The car model field they were planning to give up turned out to be a big hit when others started to do it. They sent people to see the hot sales scene, not to mention municipalities such as Beijing and Shanghai. Even in some cities in inland provinces, many people were consulting and buying. Even if this enthusiasm has passed, there will be more elves running on the streets, which is another kind of publicity, and more people will definitely buy it.
This Elf may sell more than 40,000 units this year! And what about their Otto? Not even four thousand!
Comparing people with others will lead to death, and comparing goods with others will lead to throwing away!
"Lao Wu, don't be so angry. We are studying how to learn from each other's strengths and develop our Otto. We are not here to complain. Besides price, are there any other reasons?"
"The exterior design of their cars looks much more beautiful, and the front face is something that people can remember at a glance. The biggest feature of our models is that they are ugly!"
"Then there's publicity. Look at people, newspapers promote it for a month, TV ads, radio ads, print ads, etc. I think they will invest at least 20 million this year in advertising fees alone. You said they can make money from one car. One thousand yuan? You have to sell 20,000 units to make back the money, right?"
"Any more?"
"Of course there are. Take a look at their sales channels. Songjiang Automobile has more than a hundred 4S stores, right? We can. There are none at all. There are only a few sales points in the corner. No one is paying attention. "
"I feel that there is also a big gap in performance. We really can't compare with their engine technology. Is the performance better than Xiali? Maybe it can be on par with Fukang."
Xiali and Fukang are also one of the most common types of taxis on the street, because they are one of the three major taxis, and the other one is a big noodle called Huang Chong.
As they talked, several people fell silent. The technical gap was the biggest flaw. If they have such good technology, they can find a way to close the other gaps.
Several leaders thought for a while and decided to start with the simplest appearance. It would be better if the cost could be reduced. Otherwise, two or three of their four factories would really be poor.
…
"What does the technical department do? Look at Bingcheng Machinery Company. New models are launched every year. Why can't you design a new car? You always say that you have a thorough understanding of foreign technology. That's useless. Is it possible in the future? Are you always buying other people's technology? Then what do you want from you?" Mr. Niu from Modu Auto yelled at the company's chief engineer.
"We can also launch new models, but they are not competitive. A new car always needs to be publicized, right? And the production line needs to be adjusted, right? It has to be at least different in appearance? Last year we designed a new car, It wasn't cut off directly!" the chief engineer said aggrievedly.
Isn’t our progress in engine research and development an achievement? There are other related technologies, haven't we made progress
I always say that compared with Bingcheng Machinery Company, how much does it invest in R&D every year? There are three R&D centers and they can cooperate with each other. As for us, not to mention, we are still smaller than others, and we always have insufficient funds. How can we do research if we don’t have money? I can’t even do experiments!
"You always have a reason. Forget it, I'm too lazy to talk to you. Let me ask you, let you buy this elf, take it apart and study it. Can we make it? How much will it cost?"
"We can't build an inline three-cylinder engine, and we don't have turbocharging technology either. If we build a mini car like this, it will cost at least 40,000 yuan, and the performance will be worse. There is no way we can compete with them in the market. .”
The cost is 40,000 yuan, so how did Bingcheng Machinery Company reduce the cost to more than 20,000 yuan? The gap of one-third is not so easy to smooth out.
"Forget it, let's focus on the Audi A6 this year. Your technical department must also work hard. The research and development expenses will be doubled this year. If we can't launch our own car again, I will deal with you!" Mr. Niu waved his hand impatiently.
Damn it, it’s time for that Li Mingde to be arrogant again this year! ,
Just when they thought Elf only had this cheapest car, Elf launched another car worth 49,900 yuan, with a slightly different appearance, more beautiful interior decoration, and an automatic transmission!
This is the first automatic transmission car independently developed by China. This once again shattered the dreams of other car companies to catch up with Bingcheng Machinery Company. It turns out that the technological gap between them is so big!
What surprised them even more was that such good technology could be used in cheap cars. However, it also proves that the cost of this technology is not low, and the price is 20,000 yuan higher.
In fact, this is also Feng Yu's strategy. They not only increase the value of the Phantom Car, but also test automatic transmission technology in preparation for the launch of the National Olympic automatic transmission at the end of the year.
After this automatic transmission wizard was announced for sale, it immediately received more attention. In the future, this car will be called a second-hand car. Of course, these are all things for later.
…
Five two zero, nine eight, four six eight, welcome to join the group
(End of chapter)