Human talents are roughly divided into two types: innate and acquired.
People often envy those who have innate talents and call them "God's reward for food."
Z generation has become the focus and headlines of the media, and all consumerism is pounced on this confusing group. People study them, talk to them, resonate with them, try to enter their inner world and peek into their true thoughts and preferences.
In recent years, the always proud car brands have gradually put down their figures and began to look for and test various channels to make friends with young people. To this end, brand executives who have always emphasized the quality took off their expensive suits and customized shoes, replaced them with brightly colored T-shirts, casual jeans and a pair of spotless "white shoes"; gave up the glorious mission of announcing prices at the highlight of the new product launch event, and instead gave them to young people who were willing to pay for it.
According to incomplete statistics, there are nearly 400 car brands currently active in China . Among these dazzling brands and logos, which brands are truly in line with the spirit of contemporary young people?
After in-depth research and investigation, I divided the car brands that really belong to young people into two types: one is MG MG, and the other is the other.
WHY (Why)?
first states that this category has no academic significance. Judging from the brand development and historical evolution alone, which brand has its own youthful attributes and which brand is the most natural and unfathomable in its interaction with young people.
is well known (of course some people don’t know). The Encyclopedia Britannia uses MG to define sports car , which may be the originator of the “using brand to define categories” in the history of automobiles.
When a brand becomes synonymous with a category, the authoritative status and influence of this brand need no need to say much.
For example, iPhone is for smartphones, Starbucks is for coffee, Tesla is for electric car , Gillette is for shaver, Coca-Cola is for carbonated drink ...
Return to this definition, behind the word " civilian sports car " are young, passionate, passionate and creative young people. In addition to becoming synonymous with sports cars,
, in 1962, with the hot sales of the civilian sports car MG B, the MG brand became the car brand that is most attractive to young people in Europe and the United States. Among car owners with a total sales of more than 500,000, the "ultra-long standby" Queen of England Elizabeth II is also a fan.
After World War II , the US economy rose rapidly, and the influence of the MG brand spread to the United States on the other side of the Atlantic Ocean, and continued to affect the automobile industry and even changed the automobile movement in the United States.
In the glorious history of MG MG, it is no exaggeration to say that in the 1960s, a large number of young people in the United States were born in the back seat of MG, "a British car with a generation of Americans in the arms of." MG MG has enlightened American sports cars and has profoundly influenced American motorsports and racing culture.
is young. For other car brands, they need to study hard to learn after tomorrow, but for MG brands, it is an innate talent.
"Your mother wouldn't like it" (your mother might not like it) This is the slogan of the popular MG B at that time. A slogan reveals the status of this car in the hearts of young people. For young people who grew up in the 1960s, of course, "what mother doesn't like" is the most fashionable and intensive one. At this point, times are changing, but the preferences of young people in different eras are really-stunningly similar.
When the MG brand overcomes all obstacles to the Chinese market, MG3, as a trendy car, has also swept the younger generation; the first generation MG6's unique hatchback design defines the category of 150,000 sports coupe; the MG5, which was launched last year and asked to surpass her sister, became a category representative of A-class trend running within 100,000...
, Deputy General Manager of the Data Business Department of Shanghai Automobile Group Co., Ltd. and Chief Digital Officer (CDO) of SAIC Passenger Car Company, summarized it in one sentence on MG's development history in recent years: "Category thinking strengthens brand expression."
He further explained that the MG brand is launching new categories every time. This is the expression of the uniqueness, leadership and trend of the brand, and it is also the vitality of the MG brand.
MG ONE also has the above characteristics. In the compact SUV market segment, we can see different products that win by size, space, cost-effectiveness, etc., but these are not the direction MG wants to develop.
" What MG wants to express today is a new species and new category that conforms to the new integration of fashion trends, sports performance and technological strength of young people. This is why we launched MG ONE, because it is more in line with our category thinking to achieve the core of brand expression. "Zhang Liang believes that MG ONE will set off a new trend, which is the characteristics and style of the MG brand.
At the same time, when explaining the meaning of the theme of the press conference "I come to the trend", Zhang Liang said that "trend" not only refers to the homonym of trend or "chao". MG and trend are equal signs, but they are greater than signs, creating trends, and leading the trend with trends. Since its birth, the MG brand has been synonymous and leader of youth. Then the heavy strategic model MG ONE at the time of the brand's century will surely continue this gene.
At the press conference of "trend I come to the trend", Sun Yijiong, deputy general manager of SAIC Passenger Car Company, introduced in detail the three meanings of the name of this car: NO. one, All in one, The one.
NO.one—It is the first new compact SUV model on the super architecture of SAIC SIGMA, and it shoulders the representative work of improving the domestic independent brand architecture capabilities;
All in one—it integrates trendy technology and fashion sports, and the elements that young people love are all in one;
The one—MG ONE is the unique THE one we want to bring to young people.
Sun Yijiong further introduced that MG ONE will also be the first car for SAIC passenger car equipped with Qualcomm 8155 chip, and it is also the first car to complete the Gemini product design. It has many elements of the MG brand, so it is named MG ONE.
In the 2021 Fortune Global 500 rankings, SAIC Group ranked 60th in the overall list, and ranked 1st in all Chinese automobile companies on the list.
In the past two years, domestic automobile companies have set off a trend of "architectural cars", and major automobile brands have used their unique skills to show their architectural strength. But what I never expected was that in MG ONE's global debut at the Shanghai Oil Tank Art Center, Kang Huaping, deputy director of the Technology Center of Shanghai Automobile Group Co., Ltd., directly released SAIC's new generation of super intelligent global module architecture SIGMA.
is really "Once you take action, you will know if it is there! "
Kang Huaping introduced that SIGMA represents the sum in mathematics. The SIGMA super architecture is also an aggregate - the combination of SAIC's global intelligence and strength is the sum of SAIC's experience in joint venture car manufacturing and independent car manufacturing. It integrates the two major characteristics of machinery and intelligence, transcends the battle between horsepower and computing power, and is the mechatronic integrated architecture that combines the four forces of "force, combat power, brainpower and vitality".
" Unclear ".
At the same time, "righteous BOY" Kang Huaping also revealed that SAIC Group's SIGMA E architecture specifically for pure electric vehicles has also been built. The civilian pure electric sports car MG, which was crowdfunded not long ago. Syberster will be born on this platform, and more electric vehicles based on this architecture will be released in the future.
"maybe a new car will be exported to Europe mid-next year. Europe's access requirements are very high, so the quality standards of the product are set to extremely high to meet the strictest European standard . At the same time, SAIC Passenger Vehicle will soon have corresponding electric vehicles launched on the market. "Kang Huaping introduced that MG ONE, which was born in the SIGMA super architecture, also comes from high standards and has achieved extraordinary talents with super force.
In fact, when it comes to architecture research and development, perhaps SAIC is the pioneer and leader among Chinese automobile companies.
From the mechanical era to the intelligent era, SAIC has independently developed two generations of architectures. SIGMA super architecture is the second-generation architecture created by SAIC for the intelligent era. It not only represents the ultimate height of the fuel era, but also laid the foundation for SAIC's initial thickness to enter the intelligent era, and aroused the continuous popularity of users for its original products.
In order to better meet the needs of young users for more dimensional design styles, MG ONE was originally designed and included two models of different styles, namely MG ONE-α and MG ONE-β. The α mode focuses on digital and intelligent sports, while the β mode focuses on technology and fashion.
"Designers often have many solutions in the design process, and each solution starts differently. In order to make more young people like MG ONE, we finally determined the solution of one and two sides. The first is to meet the designer's good solutions that can successfully enter the market; the second is to give consumers a variety of choices through a model, thereby achieving sales growth." With the introduction of Shao Jingfeng, deputy chief designer and global design executive director of the Technology Center of Shanghai Automobile Group Co., Ltd., the matte green paint texture version of the Wild Revenant in the stage center complements the vibrant orange version, as if injecting a different color into the young genes of the century-old MG brand. In addition, there are Brighton Blue, which is full of vacation temptation, and Cyber Gray, which has a strong sense of science fiction.
As a leader in young cars for a century, the MG brand has always led the industry trend in the use of body colors.
Zhang Liang, who is from science and engineering and is known for his numbers, is rational and logical. In the more than a year he was in charge of the MG brand, it was refreshing in terms of product, marketing and brand building; but at the same time, he is emotional. Although he has experienced a century of turmoil, he has been rebuilt as a foreign brand. Previously, there was something between the MG brand and Chinese users, but in the past or two years, the diaphragm was completely broken, and the MG brand and young Chinese people who love it truly embraced each other. MG5 Trend Run, MG Syberster, MG6 XPOWER, MG ONE...
He sorted out the context of the MG brand creation by himself. Under the tone of "intelligent trend", he mainly focused on "trend" in 2020; in 2021, accompanied by MG ONE's release focuses on "intelligence".
"Perhaps except MG, no other car brand has the inheritance of such young genes and brand core. From now to the future, the attitude of MG brands has become clearer and will carry out youth and sports to the end. No matter how many brands compete in the market, MG has always been a unique landscape."
In recent years, MG's overseas sales have been rising steadily. Zhang Liang has his own understanding of this, "Trendy technology looks at the East", which is the trend of the times. In the past, a popular saying in the automotive industry was - "Those who win the Chinese market will win the world", but facing the current market, it is not only "those who win the Chinese market will win the world", but more accurately expresses it is "those who win the Chinese market will lead the world."
"MG can achieve relatively good results overseas because we are based in China, and have made very good product categories and new technologies represented by the Internet of Vehicles. These have unique lethality overseas. Next, MG's heavyweight products will also be developed according to this idea."
Zhang Liang believes, "The current market is that a brand is successful in the foreign market, but not in the Chinese market. The market must be based on China. China has succeeded, and it is a 'dimensionality reduction strike' abroad. Because China is now leading the world in trends and leading the world in technology."
"China is of great significance to the MG brand, and MG is in China. Doing a great thing. After SAIC acquired MG, through its own R&D, design, and technology improvement, it can develop this well-known foreign brand better than before, integrate the characteristics of the times and China's unique technological strength, make the brand more connotational and export it to foreign countries. This is very little done in all industrial fields in China. Therefore, the future MG brand must be based in China, facing the world, and exporting it to foreign countries after success. "
" This is a great thing."
In the MG brand's nearly 100 years of history, the world has changed dramatically, but the "young" gene engraved in the core of the MG brand has not changed. On the contrary, it has become clearer and deeper.
In this sense, we must envy the MG brand with real name. It not only has a profound history of a century, but also has such a young vitality in this era of advocating youth.
This is a real talent.Others can't learn it.
