On December 28, DPCA completed the annual challenge target of 100,000 vehicles ahead of schedule, achieving 13 consecutive months of positive year-on-year sales growth. This is another "small goal" achieved by DPCA in terms of sales since the sales volume exceeded 10,000 in September this year, the "double over 10,000" in October, and the 3 consecutive months in November, and it is also a report card handed over by DPCA in the 2021 sales test.
In the face of repeated epidemics, chip shortages, intensified competition and other pressures, DPCA has sought opportunities in the crisis and ushered in development in challenges this year. For DPCA, such achievements can be achieved thanks to its comprehensive efforts in various fields such as products, marketing, service and manufacturing around the "Yuan +" plan.
Product casting bottom, comprehensive layout, continue to accelerate the strategic landing
"Based on the needs of domestic consumers, we will build and launch 14 new models in the next five years." Since the beginning of this year, under the guidance of the "Yuan +" plan, Dongfeng Citroen and Dongfeng Peugeot dual brands under Dongfeng Citroen Automobile have worked together to accelerate the pace of new product launch. Since March 2021, new cars such as the 2021 C6 Comfort Edition, 2021 Tianyi, the new 4008, the new 5008, the new C3-XR, the 508L 2022, the Versailles C5 X, the 2008 THE ONE and the Tianyi Ride Edition have been launched successively, fully meeting the needs of consumers for more personalized, more reasonable and more practical car use.
At the same time, DPCA will also use the configuration of customer attention and high frequency use for the main sales level models, so that the new car is equipped without price increases. For example, Dongfeng Citroen's global strategic model , Versailles C5 X, its entry-level model has a high-end configuration of many mainstream mid-level cars, achieving "entry is Versailles"; with the advantages of cars, SUVs, station wagons and sincere prices, it has led a new trend and has become a model favored by young people.
Dongfeng Peugeot's whole value chain practice "customer-centric", products are more Chinese, around the customer's demand for configuration, the new 4008/5008 main model has undergone a maximum of 20 upgrades, 508L 2022 standard 10-inch central control touch screen, upgrade equipped with ADAS intelligent driver assistance system, and no price increase. For customers who do not want to negotiate offline and want to buy a car more easily, Dongfeng Peugeot opened up the direct sales system and launched the first direct sale model - 2008 THE ONE, with an official direct price of 99,700 yuan. In addition, Dongfeng Peugeot also created a new car with users, launched a new 4008 co-creation version, added iceberg blue car color, equipped with red leather sports seats, to further meet the personalized needs of some customers.
Marketing efforts, user co-creation, to help revitalize the brand vitality
In addition to continuously improving the product layout, DPCA also accurately and continuously implements a series of innovative and sincere brand marketing activities in response to customer needs and concerns.
Dongfeng Citroen is committed to creating an industry comfort benchmark from 360° products, services and customer experience. Since the beginning of this year, Dongfeng Citroen has held a series of activities in Wuhan, Guangzhou, Shanghai, Beijing and other places, allowing customers to experience French exquisite and comfortable life at zero distance. And launched the "Lingchao Partner" program at the Shanghai Auto Show, inviting the "Lingchao Partner" to deeply participate in the co-creation, experience and sharing of versailles C5 X from the aspects of product development, user experience, brand building, etc., and jointly experience the leading and comfortable car life brought by new technologies and products, so that more users can feel that comfortable life is the new trend.
Dongfeng Peugeot clarified the new brand positioning - a high-quality brand in the enterprise, and released the brand "New Lion Strategy" to open a comprehensive brand renewal. Based on the "New Lion Strategy", Dongfeng Peugeot has deeply created a digital car owner ecosystem that co-creates, co-governs and shares with the majority of car owners, allowing users to fully experience peugeot's diversified dynamic driving experience. With the brand renewal, Dongfeng Peugeot has carried out a series of brand co-creation, cultural co-creation, activity co-creation and service co-creation. From co-creating the Peugeot "designer" brand image with Lion Fans, to the new 4008 co-creation version of the iceberg blue co-created model with users debuting at the Guangzhou Auto Show, to the owner story selection, Peugeot 211th anniversary car owner blessing video and other activities, as well as to meet customer needs, launched the "five hearts to protect, four guarantees and code" policy of service co-creation, Dongfeng Peugeot has been committed to creating a "co-creation, co-governance, sharing" owner ecosystem, so that riders deeply participate in the development of the brand.
Service upgrades, reshape word of mouth, and sincerely return customer trust
At the same time as the release of the "Yuan +" plan, DPCA launched the "Five Hearts Guardian Action", respecting and thanking customers from the bottom of its heart, focusing on the whole process of customer car purchase, from buying a car to using a car, repairing a car, and changing a car, providing a complete solution for the whole life cycle.
Since the beginning of this year, on the basis of the "Five Hearts Guardian Action", Dongfeng Citroen and Dongfeng Peugeot dual brands under Dongfeng Citroen Automobile have adhered to the "customer-centric", continuously improved the reputation and stickiness of consumers through high-quality services, and continued to increase service policies. "3 years of value preservation", "after-sales door-to-door pick-up and delivery of cars", "customer care fund", "holiday guardianship customer travel", "four 100% commitment", "'five hearts guard' service supervision hotline" and other services, to further protect the customer's car purchase, use of cars, car maintenance of all aspects of the service quality, so that customer service throughout the worry-free.
"More than 6 years of the first owner to give away 1 basic maintenance" has benefited more than 320,000 car owners, "maintenance contract package 30% discount" has sold more than 90,000 copies, "24-hour rescue 2 hours to arrive" customer satisfaction 100%, "general manager hotline service" 2 hours to reply to customer satisfaction rate of 100%, 320+ seminars face-to-face to listen to customer voices, May Day / National Day to protect customer travel services 25,000+ people... Under the blessing of various sincere service policies, the customer reputation of DPCA has been greatly improved, and the high-quality service has won the unanimous recognition of customers.
Conscience manufacturing, full supply, to complete the annual challenge goals
In order to fight the sales final battle at the end of the year, DPCA has grabbed time, grasped the progress, and guaranteed delivery in various fields, and wholeheartedly strived to complete the goal of "guaranteeing supply".
Wuhan factory strictly abide by the quality control, pay close attention to the process of quality control, the quality indicators have different ranges of improvements in the month-on-month and year-on-year, the factory output has grown rapidly year-on-year, the growth rate of 9-11 months is as high as 194%, and the monthly output in November reached 6468 vehicles, an increase of 170% year-on-year, after 31 months, the monthly output has again exceeded 6000 vehicles.
The Chengdu plant is fully committed to the delivery of new vehicles, with more than 8,200 units delivered in November and monthly production expected to exceed 10,000 units in December.
Xiangyang plant production in December will exceed 14,000 engines in a single month, and the annual engine production is expected to 106253 units, an increase of more than 70% year-on-year; from January to December 2021, the export of powertrain parts will exceed 2.289 million units, an increase of 47% over last year.
Although the road is far away, the road will come, in the practice of the "Yuan +" plan for more than a year, DPCA has been changing for the better, and sales are also growing steadily under the impetus of internal and external synergy. In January this year, DPCA achieved a good start in sales, an increase of 90.2% year-on-year; on August 23 this year, it completed last year's annual sales; in September this year, it achieved a single month of breaking 10,000, in October "double breaking 10,000", and in November it sold more than 10,000 for three consecutive months; in December, DPCA successfully completed the annual sales target of 100,000 vehicles, laying a solid foundation for a good start in 2022.