Brand renewal, product innovation, marketing innovation, Dongfeng Peugeot's upward road

6 month 8 Japan , Dongfeng Peugeot made its debut in the form of online live broadcast , Officially opened its flag “ New French high-quality sedan chair —— Dongfeng Peugeot new 408” The true face of . In the activity , Dongfeng Peugeot reviewed the brand renewal process of Peugeot , Introduce the new 408 Product highlights , Also played a new height of marketing innovation , Including inviting zhaolina, the most beautiful goalkeeper of the women's football team, and the little lion sister, a virtual person with mind reading skills Léa Cross border support 、 Release “ Soshaw community ” Unlock the pure French charm with users . Final , Dongfeng Peugeot's surprise online debut , It has attracted more than ten million onlookers throughout the network , Successfully break the marketing circle .

Brand renewal , Display the dynamic and fashionable French charm

last year , Peugeot announces brand renewal worldwide , And published the No 11 Dai Shibiao . As an important founder and leader of the global automotive industry , Peugeot brand is accelerating into a new stage of development , Become a showcase “ An innovative brand with dynamic fashion and French charm ”.

Follow the pace of Peugeot's global brand renewal , Dongfeng Peugeot further promoted the implementation of brand renewal in the Chinese market , Further deliver the brand “ Aesthetic feeling 、 Texture 、 The dynamic ” Three core values , strengthening “ Innovative brands ” Positioning cognition , lead “ New French ” Trend , Open a new chapter of Peugeot in the Chinese market .

As Peugeot's first model to adopt the new lion standard in the Chinese market , Dongfeng Peugeot new 408 Appearance , It will further accelerate Peugeot's brand renewal process in the Chinese market .

New products , Meet the needs and preferences of Chinese consumers

Based on the needs of Chinese consumers , Dongfeng Peugeot started last year , Accelerate the pace of new product launch , New products have been launched one after another 4008/5008、508L 2022 paragraph 、2008 THE ONE Models in these different market segments , Meet the needs of all kinds of consumers 、 Vehicle demand .

Dongfeng Peugeot new just made its debut 408, Adopt the latest Peugeot family design , It perfectly interprets the core of Peugeot brand Allure—— Dynamic and fashionable French charm , Interpretation of Peugeot “ Aesthetic feeling 、 The dynamic 、 Texture ” The brand value of , Further meet the needs and preferences of Chinese consumers .

new 408 Adopt Peugeot's latest family design language , Dynamic fashion . An eye-catching new sharp shield Lion Logo , Coordinate with star moving point array air intake grille 、 Lion's eye LED Headlights and fangs LED Daytime running light 、 Diamond cut aluminum alloy wheel hub 、 Lion's claw LED Unique cutting-edge design elements such as tail lamp , A glance at the lion king .

meanwhile , new 408 The interior is upgraded to i-Cockpit Only my cockpit design , With outstanding texture . Small multi-function racing steering wheel +12 Inch LCD instrument cluster +10 Inch intelligent HD touch screen , adopt i-Cockpit Golden Triangle design of the only me cockpit , Let the driver return C position . Piano keys with metal texture , Suspended central control panel 、 French design meets the passion of the track , Large space and high quality coexist .

It is worth mentioning that , Peugeot global in this year 5 month 20 Japan , It was also announced. 9X8 The hybrid supercar has been fully prepared for war , About to attend 7 month 10 Rimonza 6 Hours of endurance .

Marketing innovation , A comprehensive shift to customer focus

Marketing , Dongfeng Peugeot is also continuing to “ Customer focus ” shift , Strengthen direct interaction with users , Enhance user participation . new 408 At the debut press conference , Dongfeng Peugeot has not only built a virtual live broadcasting space in the aurora sky through digital technology , And new 408 The aurora green body color of the first show car sets off each other , Show the style of the product . There are also the most beautiful female football goalkeeper zhaolina and the virtual human little lion sister Léa Cross border support .

As the honorary owner of Dongfeng Peugeot , Zhaolina chooses a new 408, I mainly took a fancy to its high appearance value 、 Large space and concept fit . In large space , Zhao Lina is 188cm, Dongfeng Peugeot new 408 It has the largest body size and 2730mm Extra long wheelbase , Create a spacious and comfortable space , Let the tall girl's long legs stretch more freely . meanwhile , Dongfeng Peugeot new 408 It is also the strongest in its class 1.6T Turbocharged engine + Love letters 6 The golden power combination of the speed hand automatic transmission brings a hearty driving experience . The idea fits , new 408“ Do better for us ” This communication proposition , It is also the reflection of athletes on the field , No matter what difficulties you meet 、 Just do your best , Be better on the court , Then it is in the real sense “ champion ”.

Little lion girl Léa It is a virtual digital human created by Dongfeng Peugeot for users IP. Through the little lion sister Léa, Dongfeng Peugeot can interact with consumers in real time , So as to create more brand communication forms . Especially for young users , The image of virtual digital people makes the brand younger , It can arouse the inner needs of users , Produce emotional resonance , It also caters to “ The new retail ” Consumers' new expectations for brands in the times .

In the live broadcast of the first show , Junior sister Léa It brings wonderful product explanations to the audience , Will be new 408 Dynamic and fashionable , Vivid image 、 Clearly presented to the national audience , It's very interesting .

Little lion sister from the meta universe Léa There is a super power ： Everything people think 、 What she asked for could not escape her mind reading skill , This allows her to better understand the needs of consumers , It is also that she can be successfully selected as Dongfeng Peugeot little lion sister 、 And Chao 280 The reason why millions of users stand together .“ Really know everyone , And bring you more surprises ” Is her future mission . After the first show , Little lion girl Léa I will continue to meet you as Dongfeng Peugeot little lion sister . Different occasions , For the same purpose , Just to bring more love and surprise to the lion fans ！

The night of the event , Dongfeng Peugeot also officially opened a new 408 Book the channel first , Consumers can use the official platform （ Dongfeng Peugeot super APP and “ Dongfeng Peugeot lion Alliance ” Applet ） Make online reservations . such “ The new retail ” Pattern , Information asymmetry can be eliminated , Price transparency , There is no need to negotiate , Make it easier for consumers to buy a car 、 More at ease . future , Dongfeng Peugeot will be fully opened “ The new retail ” Pattern .

It is worth mentioning that , At present, we are preemptive in booking new 408, Not only enjoy 9.9 Yuande 2000 Yuanhaoli , It can be settled immediately “ Soshaw community ”, Enjoy seven privileges .

“ Soshaw community ” Dongfeng Peugeot is specially designed for “ Lion powder ” Create an interactive platform . It's called soshaw , Because Peugeot 212 It was born in sochau years ago , Dongfeng Peugeot named the community soxiao , It is hoped that every partner who settles in can feel the most pure and beautiful French charm . In this community ,“ Lion powder ” You can unlock all kinds of exclusive benefits 、 You can participate in a variety of riders' activities 、 It can also be compared with Dongfeng Peugeot products 、 Online interactive communication between service and brand leaders , Together to create 、 Co governance 、 share “ New French New experience ”.

Brand renewal 、 New products 、 Marketing innovation …… As a family “ Innovative brands ”, Dongfeng Peugeot is taking a series of innovative measures , Accelerate to “ Customer focus ” shift . future , Dongfeng Peugeot will continue to focus on user needs , From brand 、 product 、 Marketing has multiple dimensions , Continuously create value for users , Strive to comprehensively improve the user experience , Better serve the majority of “ Lion powder ”、 French car fans and Chinese consumers .