1. Why is Car Building 2.0 a new force?
For many consumers, ARCFOX does not seem to be a familiar brand. In fact, it is a high-end electric brand owned by BAIC New Energy. It completed its brand independence on 20 16, but its volume has been very low and has not been too high-key. Many people think that "quickly determining brand positioning and establishing brand image" is an urgent problem for ARCFOX. We should know how crucial it is to leave an impression on the people in this era of high-speed information operation. This is also the reason why ARCFOX will officially release the Chinese name at the Beijing Auto Show. After all, a China brand is easier to spread.
Brand building is an unavoidable proposition for every new brand, but Liu Yu, general manager of BAIC New Energy, believes that clear brand positioning is important, but the most important thing is the consumer experience. "What kind of brand positioning is a false proposition, and the brand is the product. No one drives your car, so you are nothing, so we have to let consumers drive, experience, find faults with you and complain about you, and then we will experience it. " He admits that this model is not original by ARCFOX, and electronic consumer products have been made for many years, which is why ARCFOX wants to cooperate with head technology companies like Huawei and learn their working methods.
From the perspective of the founding of the People's Republic of China, these practices are not acceptable to traditional state-owned enterprises, but they can "remind us". From the point of view of serving users, ARCFOX is a new force in building cars, and they said they would learn from brands including Weilai.
Of course, saying that you are a new force in building cars does not mean that ARCFOX should abandon its own BAIC new energy gene. In any case, ARCFOX can become a new car-making force 2.0, because of the "power" behind BAIC new energy and Magna. "Our cooperation with Magna and Huawei is a new ecology. However, the new car-making force will not choose Magna as the foundry, so I think it can be called 2.0. " Liu Yu, general manager of BAIC New Energy, said.
Second, does the market still need new brands?
This is actually a question that everyone questioned a few years ago, and it is also very appropriate now. China brand and imported joint venture brand should be electrified, and new forces of car-making also enter the market. The new energy vehicle market is different from previous years, and consumers have more choices. Then the problem is coming. Is there any chance for ARCFOX?
Consumers of electric vehicles are becoming more and more rational, and the demand is growing. The demand for endurance, acceleration and intelligence can only be met by mid-to high-end models. Here, I throw out three excellent genes of ARCFOX: one is the development of new energy vehicles in the past ten years, which gives all-electric genes; The other is Magna, which built cars 100 years ago and produced 3.7 million luxury cars. The luxury quality is innate, which gives ARCFOX the manufacturing gene of luxury quality.
The third is Huawei. The cooperation between ARCFOX and Huawei is not only 5G, but also involves cooperation in vehicle communication, autonomous driving, chips, software, cloud, artificial intelligence, intelligent cockpit and human-computer interaction. Huawei's empowerment has enabled ARCFOX to have a comprehensive digital definition of cars and can pursue the world's leading level of autonomous driving ability.
Officially because of these genes, Liu Yu is interested in ARCFOX? αT is full of confidence. "Our car has exploded gasoline vehicles within 400,000, and it has also exploded gasoline engines at the speed of accepting new technologies."
Write at the end:
At the beginning of the birth of 2065 438+06 arc fox, when domestic traditional brands launched high-end brands one after another, Lectra and WEY had already taken the lead. The difference is that the latter is a fuel car brand. From this perspective, ARCFOX has seized some opportunities. However, ARCFOX's ambition is obviously not just to compare with the brand of China, but its competitors are the new forces of making cars, imported joint venture brands and people who have doubts about the new energy vehicle market. Is it true?/You don't say. China brand is still striving for brand promotion in the fuel automobile market. We just hope to switch to the electric vehicle market, which will be meaningful and go well. (Text/car home? Jiang Tianshuang? Some pictures are from ARCFOX official)