As the pace of changes in China's auto market is getting faster and faster, major auto companies are constantly adjusting their brand development strategies to cope with market changes, and the changes in brand slogans are intuitive and easy to see. When the focus of many car companies gradually changed from how to survive and grow rapidly to how to build a brand and reshape the brand, the brand slogan is no longer just a propaganda symbol, but bears the communication between the car and the consumer and conveys the brand positioning. And the burden of the vision.
In recent years, more and more car companies have begun to use brand new brand slogans or claims. From these new car brand slogans, we are not difficult to find new features and trends in China's auto market.
Pleasing young people to emphasize innovation and personalization With the post-80s and post-90s consumers becoming the main sales force, some established companies and latecomers in the Chinese market hope to overthrow the image of former brands in people's minds, and form brand effects and brand core values.
In 2010, BMW proposed "BMW's Joy". However, the meaning of "BMW's Joy" is so broad that it is slightly blurred now. To this end, in the past two years, BMW has conducted in-depth investigations and research on Chinese culture and consumption habits. In the process, the BMW survey found that in the eyes of young people, they care more about innovation. Based on this, BMW announced in July this year that it launched a new brand with innovation spirit as the core of “Yue Wonderfulâ€, hoping to strengthen the brand's image of innovative leaders and resonate with the pursuit of innovative spirit in today's society and the younger generation. . "BMW firmly believes that the development of the brand must conform to the general trend of China's social development, that is, keep pace with the times and closely integrate with China's current mainstream values." Ange said.
During the Shanghai Auto Show in April this year, MG MG also released a brand new brand positioning and brand slogan - "Charm · Bloom." Prior to this, the MG MG slogan was “Discovering Your Differencesâ€. For such a change, Yu Jingmin, deputy general manager of SAIC Motor Vehicle Company, said that this is due to SAIC’s vision of the brand, brand positioning and brand. Further research on the needs of the population. “After years of communication with users, we found that young customers, or customers with a young heart, have individuality. But now the society is more and more open, more and more Internet-oriented, and personality has some commonalities. Because Everyone is different, so we need to strengthen communication in this area to discover how consumers differ."
Yu Jingmin said that the future MG MG brand will pay more attention to the individualized needs of consumers. “The concept of Industry 4.0 drives us to carry out some customized services, at least to modify the business. In the future, MG MG brand will pursue to provide consumers with exclusive space for consumption. Providing pure driving pleasure and truly feeling what a young glamour blooms."
Advancing the brand localization slogan to be grounded Nowadays, even multinational luxury brands are no longer "foreign monks will chanting." In order to adapt to the increasingly fierce Chinese automobile market, major auto companies have also lowered their bodies, changed their inherent brand image, and enhanced their affinity through more grounded brand claims or slogans to attract the attention of local consumers.
Last year, Infiniti, a luxury brand that entered the Chinese market, put forward the brand slogan of “Dare·Love†in a high-profile manner. At the same time, Zhou Xun was invited as the “Dare to Love†ambassador of Infiniti, and the brand awareness was further enhanced. "Infiniti's slogan is an English sentence. We feel that it is very difficult to translate into Chinese, and it still does not reflect our sensibility and brand positioning. Therefore, we have customized a brand positioning for China, called 'Dare Love'." Infiniti PR Director Liu Xu said.
In April of this year, DS also announced a new Chinese slogan and new brand LOGO. In the new brand LOGO, DS replaced the original "DS SPIRT" with "DS AUTOMOBILES". Xu Jun, vice president of Changan PSA and general manager of Changan PSA sales branch, said that this will be more conducive to the spread of DS in China and increase the awareness of Chinese consumers on DS. In order to convey the brand spirit of the new brand slogan “SPIRIT OF AVANT-GARDE†to Chinese consumers more clearly, DS collected, reviewed and voted through the network, and finally determined the Chinese slogan “Avantgarde·Parisâ€.
"We need to be more grounded, so from September, DS will make an adjustment to reduce TV advertising, and more to implement the line. From September, we started the DS 60 anniversary tour and the dealer's interaction. Starting from the design concept, the history of the DS brand will be presented to everyone.†Chen Guozhang, president of DS brand China and Southeast Asia and general manager of Changan PSA DS brand, said.
Of course, car companies that pay more attention to the brand slogan "Chinese attributes" are not only these luxury brands. "MG's domestic models are not enough, MG3, MG5, MG6, MG GT, MG GS MG Ruiteng. You may find that we have changed a little since last December: we started to call Chinese names. Yu Jingmin said that for some time the company considered that MG is an international brand and cannot be called a Chinese name. However, after discussion, this decision was not made. This is precisely because of the user's feelings. "Which international big name has no Chinese name in China? BMW and Mercedes-Benz have it, so we must feel the needs of users and generate better communication."
Leveraging new slogans to raise awareness If some car companies change their brand slogans in order to adapt to market changes, some car companies have created a new logo for themselves. Then, there are also some car companies that choose to release brand-new brand claims or slogans, and they are responsible for enhancing consumer brand awareness and even the entire brand “survivalâ€.
Today, it has been more than two years since the company launched mass production products. Although every new product put on the market has won unanimous praise in the industry and won numerous international awards, its products have not performed well in the market. In 2014, Guanzhi sold only 6,867 vehicles in the whole year, while the number of dealers in the same period was about 80. This means that each dealer sold only 86 vehicles last year. Guanzhi is facing a serious crisis of survival, and the unclear positioning is also questioned by the industry as one of the main reasons for its poor performance.
In August of this year, Guanzhi announced the launch of a new brand positioning – “Being an independent car brand†and proposing a new brand communication slogan – “Yes, opinionsâ€. As a result, the target audience of Guanzhi is also locked into a group of people with independent ideas and opinions. “This time, the brand’s new slogan of “Women, Opinions†not only represents its own independent spirit and dares to have different ideas, but also demonstrates the superior quality and unique personality of Guanzhi products. It is expected to become an independent viewpoint. The brand of human rationality and perceptual appeal.†Guanzhi Auto executives believe. Observing this move has also been seen by the industry as the beginning of the “big changeâ€.
How to improve brand awareness is also a major problem that Acura is urgently needed to solve. As a Japanese luxury brand with the same name as Lexus and Infiniti in the North American market, Honda has given high hopes to the opening of the Chinese market. However, in recent years, the days of Yangge’s life in China are not good. The bleak sales volume is far from the expectations of the manufacturers, and they are watching their competitors fall further and further. According to the data, in 2014, Acura China sold 5,040 vehicles, which is close to 1,000 vehicles with its sales target of 6,000 vehicles. In 2014, China’s top ten luxury brand sales rankings were squeezed out by DS in the top ten, with DS. The difference between sales is more than 20,000.
In November last year, Acura released a brand new slogan "Focus on Gallop." Yangge said that the release of the new slogan has opened a new starting point for the brand communication of Yingge. Cang Shicheng, general manager of Honda Technology Industrial (China) Investment Co., Ltd., admits that the current sales models of Acura in China are directly introduced into the Chinese market after being developed in North America, and there is a deviation between the price and design and the acceptance of Chinese consumers. The main features of the product are not fully transmitted to consumers, so that consumers' awareness of the Acura brand is relatively low, so good products are not favored by consumers, resulting in the weak influence of the Acura brand in China.
"The release of this new slogan is to convey the concept of the focus and perseverance of Yangge to the consumers, let them know that Yangge's focus and pursuit of technological innovation will use more exquisite technology and more excellence. The performance of the Chinese consumers will bring more pure 'ride' fun. For this reason, Yingge will actively provide more attractive products according to the needs of Chinese consumers, and fully promote the domestic issues in 2016.
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