Since last year, French cars have been making full efforts in the Chinese market. Among them, Dongfeng Peugeot, which is undertaking the global brand renewal, has also released a new lion strategy to fully open the road to brand improvement. Driven by the new 4008/5008, 508L and

Since last year, French cars have been making full efforts in the Chinese market. Among them, and Dongfeng Peugeot , which have undertaken the global brand renewal, have also released a new lion strategy to fully open the road to brand improvement. Driven by the new 4008/5008, 508L and other models, Dongfeng Peugeot achieved full-year sales of 51,000 units, a year-on-year increase of 74%, which shows us that the French era is returning.

Entering 2022, under the influence of supply chain pressure, repeated epidemics and other major environments, Dongfeng Peugeot still faces challenges in continuing to achieve a dual-line recovery of its brand and products.

With the epidemic under control, most domestic car companies and suppliers have gradually returned to normal. Dongfeng Peugeot launched the new 408, the first model with the new Lion logo, in early June. 30 minutes after the launch, blind order orders exceeded 10,000. , bringing strong potential to Dongfeng Peugeot, which is fully resuming work and production.

Faced with the Chinese automobile market where Generation Z is gradually taking over the mainstream and the penetration rate of new energy smart and is gradually increasing, how can Dongfeng Peugeot return French romance to the "center stage" through product improvement and changes in marketing ideas? With questions, Wu Guang, the founder of 30 Seconds to Understand the Automobile Alliance, had a conversation with Luo Ming, general manager of Dongfeng Peugeot, in the "Qishi 2022" column.

New French high-quality sedan, the new 408, two major genes determine the A+ market

html On June 8, Dongfeng Peugeot’s new 408 made its debut. This is also Peugeot the first model to use the new lion logo in the Chinese market. Behind this, Peugeot carries the The important task is to improve the brand and sales volume.

Luo Ming introduced that the current 408 has sold a total of 550,000 units in the Chinese market. The new 408 is most suitable as the first model to use the new lion logo. The new 408 returns to the three original aspirations of "beauty, texture, and dynamics."

As a heavyweight model specially customized for the Chinese market, the new 408 is positioned as a "new French high-quality sedan". In terms of appearance, the new 408 interprets the French charm of Lion Soul aesthetics and fully embodies Peugeot's latest cutting-edge design concept. In terms of quality, the new 408 inherits the high-standard engineering characteristics of French cars and is equipped with a golden power combination of 1.6T+6AT; in terms of human-computer interaction in the car, it is equipped with a high-end i-Cockpit cockpit, which is based on the driver’s needs. As the center, combined with a small racing steering wheel, it shows excellent human-machine communication skills. In terms of size, its 2.73-meter wheelbase exceeds its class, ensuring large space and comfort in the car.

The three major concepts of the new lion logo: Timelessness (timeless), Personality (personality) and Quality (quality) are perfectly interpreted on the new 408. Luo Ming believes that such product strength can meet the needs of family users between the ages of 26 and 35 who pursue driving quality and high-quality life.

Marketing Innovation Accelerating the Transformation to Customer-centered

The new 408 carries Dongfeng Peugeot's strategic mission in China, but is not only the product , Dongfeng Peugeot will also start a new journey in marketing innovation and user services.

At the new 408 first show conference, Dongfeng Peugeot built an Aurora Sky virtual live broadcast space through digital technology , and also brought together women's football goalkeeper Zhao Lina and the metaverse virtual human little lion girl Léa across dimensions. It brings the brand closer to young users. Luo Ming introduced that women’s football girls have a very clear purpose, which is to never give up and always pursue the best; this coincides with the new 408’s slogan of “We want to be the best”. In addition, at the press conference, Dongfeng Peugeot also created a metaverse space. The little lion girl Léa was rendered by the metaverse space. This French-style virtual IP will also communicate more with users on the Dongfeng Peugeot Super App in the future. , she can resonate emotionally with young users, and can better cater to users' expectations for the brand in the "new retail" era.

In order to better promote the "user-centered" marketing transformation, Dongfeng Peugeot also innovatively launched the "Sochiao Community". Luo Ming introduced that Sochaux was the birthplace of Peugeot in France 212 years ago. Dongfeng Peugeot used this as the community name in the hope that friends can better feel the French charm of Peugeot. In this community, “lion fans” can unlock exclusive benefits, participate in car enthusiast activities, and co-create and share some new gameplay with the brand.

Through these innovative marketing practices, we have seen a Dongfeng Peugeot that is more dynamic and has upward momentum.

More than halfway through 2022, when talking about Dongfeng Peugeot’s important work matters in the second half of this year, Luo Ming focused on two points: brand improvement and sales improvement.

In fact, these two points are complementary to each other. The new 408 has been released, and the new 4008 will be launched on June 16. After the strong products are launched, innovative marketing must be used to let C-end users understand and perceive the French charm of the products. In the second half of the year, Dongfeng Peugeot will expand its in-depth insights into the needs of target users, so that each product can meet user needs in one step.

In terms of branding, Dongfeng Peugeot will further convey Peugeot’s global high-end mainstream brand positioning, and allow French users and car fans to be more integrated into user activities through dealers, Sochaux community and other platforms, making French charm more popular in China. Good to release.

The automobile market is complex and consumer trends are changing rapidly. But complexity is just an illusion after all. As an insider, you will always be able to see where the road is heading better than a bystander. Dongfeng Peugeot holds the two cards of product innovation and marketing innovation, insisting on conveying the true charm of French cars and "being the best for us". We look forward to Dongfeng Peugeot continuing its upward momentum in 2021 in 2022 and bringing more surprising experiences to Chinese French fans.