With Auchan X's continuous sales exceeding 10,000 in May, and the potential for Auchan X7 PLUS to burst out of the explosion, it is only a matter of time before it rushes to the sales list. For Changan Auchan, the "double X explosive model" has been formed, and the road to "Shang" will also come to fruition.
Author | Blue-shirted brother
Edit | Chris
On the eve of the 2018 Beijing Auto Show, Zhang Baolin, chairman of Changan Automobile, said that he would establish four independent brands of Changan Passenger Cars, Mid-to-High-end Passenger Cars, Auchan Automobile and Kaicheng Automobile. From this moment on, Auchan Automobile officially transformed from "commercial" to "passenger car" and became an independent brand under Changan Group. As a young automobile brand, Changan Auchan can be regarded as a "new recruit" in the industry compared with the century-old automobile brands in Europe, America and Japan; but Auchan has a momentum in his bones, and the newborn calves are not afraid of tigers. In just a few years, with the blessing of Changan Group's 30 years of experience in car manufacturing, the market performance is quite sophisticated, there are not many products, but the Internet celebrity explosion is frequent, so that consumers are impressed by it.
01
Explosive models frequently go out toward "shang."
As an important part of the development of Changan Group's independent passenger car business, Auchan Automobile's counter-trend growth performance in 2021 has made it another major sales brand of Changan Group after Changan Automobile. Changan Auchan's cumulative sales in 2021 exceeded 228299 vehicles, an increase of 49% year-on-year; in just three years, it rushed into the top 10 sales of Chinese brands. Among them, Auchan X5 has accumulated sales of 128526 vehicles throughout the year; Auchan X7 PLUS has accumulated orders of 42,948 units in only 76 days on the market; and the cumulative sales of Auchan X7's entire series of products have exceeded the mark of 210,000 vehicles.
At the 2021 Guangzhou Auto Show, He Chaobing, executive vice president of Changan Automobile and chairman of Changan Auchan, once said: In the future "14th Five-Year Plan" plan of Changan Group, Changan Auchan is a part of the group's key support and promotion, and also hopes that Changan Auchan can achieve the core brand and representative brand of China's own brand.
On December 29, 2020, the 2021 Changan Auchan X7 was listed in the Great Hall of the People, and within a year of listing, it ranked among the "100,000 +" clubs, won the favor of 100,000 users, and ranked in the top ten of the sales list of its own brand SUVs. This achievement took less than a year and can be said to be one of the largest "dark horse" models in 2020. It is no exaggeration to say that Changan Auchan X7 is a model of the popular generation of SUV models in the market, and the reason is that the excellent quality-to-price ratio is the key.
In the fiercely competitive compact SUV market, Changan Auchan X7 has brought the "high-quality price ratio" to the extreme, whether it is a starting price of 77,700 yuan, or the appearance, interior, power and excellent configuration performance comparable to the joint venture brand, which reflects the hard core competitiveness of the car. The reason why Changan Auchan X7 can be widely acclaimed, its eye-catching appearance is the primary factor that changes people's inherent perception of independent brand design. Including winning the International CMF Design Award, it is the biggest affirmation of it. Coupled with the blessing of the "double exemption" policy, the competitiveness of the car has been further increased, which is of great attraction to young consumer groups who pursue high "high quality and price ratio".
As a compact SUV under Changan Auchan, Changan Auchan X7 has achieved good market performance with a new family design language, large space, rich configuration and attractive price. Only one year after the listing, it ushered in the 100,000th car off the production line, which can see its excellent product strength, but also shows that it can withstand the test of the market and withstand the comparison of consumers. With the launch of Changan Auchan X7, it also indicates that Auchan "X" series models have opened a new prelude.
On October 17, 2021, Changan Auchan's first strategic model, Auchan X7 PLUS, was launched, and the Auchan X7 PLUS, with its luxurious configuration and ultra-high cost performance, exceeded 3,475 orders on the first day of listing and exceeded 15,000 pre-sale orders.
Needless to say, such an achievement is completely available in any month's SUV sales list.
"Five industry leading, five peer leading, five industry firsts, five major system standard", this is the Slogan originally established by Auchan X7PLUS, its purpose is to sit on its "130,000 SUV benchmark" position, from the actual product performance, Auchan X7PLUS is indeed done.
"Creating twice the value of customer costs" has always been the pursuit of Changan Auchan, of course, from auchan X7PLUS has also been highlighted. Not only is the appearance of the face value, the interior tasteful, the intelligent technology experience is intimate enough, and the size, power and other aspects are also ahead of the same level of opponents.
After the most competitive compact SUV market gained a foothold, only a month later, on November 29, 2021, Changan Auchan's second strategic model that focuses on young people, Changan Auchan X5, is also the first fire, the pre-sale 27 days of orders have exceeded 15,000 units, for 13 consecutive months, the monthly sales exceeded 10,000, and the order age group is obviously showing a youthful trend, which makes Changan Auchan full of confidence from top to bottom.
With Auchan X's results of breaking through 10,000 in May, and the potential of Auchan X7 PLUS to burst out of the explosion, it is only a matter of time before it rushes to the sales list. For Changan Auchan, the "double X explosion" has been formed, and the "road to Shangshang" will also go more steadily.
02
Step by step to win, all the way to "Shang"
As early as the 2019 Shanghai Auto Show, Changan Auchan unveiled 5 new cars, and focused on the launch of Changan Auchan X7, Changan Auchan E01 and Kosai GT three blockbuster products. On June 13, 2020, with the help of The Chongqing Auto Show Changan Auchan, a new strategic model - Changan Auchan X5 was brought. Auchan X5 is not only the first sports SUV strategic product of Changan Auchan's passenger transformation, but also the first model designed by Changan Auchan's new "plastic light" aesthetic; and the first new car tailored for young users after the pan-90s.
The launch of Auchan X5 means that Changan Auchan officially launched the strategy of rejuvenation, Auchan X5 is based on The exclusive SUV platform of Changan MPA, which is the first model equipped with Changan NE15T Blue Whale engine; its fashionable and beautiful shape is known as "the most beautiful model of Changan Auchan".
On November 29, 2021, Changan Auchan X5 Sport Edition was launched, and Auchan X5 Sport Edition added two new sport models on the basis of Changan Auchan X5 Ordinary Edition. Compared with the regular version, the exterior kit of the new car is more youthful, with orange decoration to make it very eye-catching, and the middle net also adopts a gradient treatment. The word "SPORT" was added to the fenders, and the side skirts, spoilers, diffusers, etc. were also embellished with orange accents, with double five-spoke rims and bilateral exhausts, further highlighting the sense of sport.
The interior is very dynamic with black and orange contrast, and the use of a full LCD instrument panel with a three-spoke multi-functional flat-bottom steering wheel, with a 10.25-inch suspension touch screen, below the yacht-style gear lever and other designs, I believe it can impress young people. In terms of power, the 1.5T Blue Whale four-cylinder engine has a maximum horsepower of 180Ps and a peak torque of 300N·m, matching a 7-speed wet dual-clutch transmission.
On January 5, 2022, Changan Auchan's flagship model of the intelligent series, the Auchan Z6 official chart, debuted and is expected to open pre-sale at the Beijing Auto Show in April this year and be listed in the middle of this year. Auchan Z6 looks more like a coupe-style SUV from the outside, and the design style is very close to the Changan UNI series; from the positioning of the letter Z, it can be seen that its positioning is higher than the X series, so its price point should be at the 150,000 level.
It is not difficult to see that unlike changan Auchan X7PLUS and Changan Auchan X5 and other family models that focus more on pragmatic and quality experience, Auchan Z6 directly refers to the Z generation young market to meet the value and experience of each user. This is also destined to be the pioneering work of Changan Auchan's new intelligent product sequence, and the product image of Auchan Z6 should be more vivid and three-dimensional.
Based on the needs of young users for experience, Changan Auchan Z6 has created its own "automotive robot" field around 22 large scenes and 226 sub-scenes. Changan Auchan Z6 is the leader of the third generation of in-vehicle voice interaction system, through the camera arranged in the middle of the dashboard in the car, with the latest voice wake-up technology and line-of-sight tracking technology, it can start from the eye, narrow the distance between the vehicle and the user, and interact as desired.
Changan Auchan Z6 also strongly hitched a ride on the meta-universe train, creating three meta-universe avatars for young users, which can not only assist drivers in device connection and information sharing, but also customize their own "virtual girlfriend".
Obviously, Changan Auchan Z6 has a higher positioning than the previous models, with intelligent technology experience, it wants not only to enrich the product matrix as simple, but to challenge the new standard of 150,000-level young smart SUVs.
In order to welcome the upcoming Year of the Tiger, on January 10, 2022, Changan Auchan released the Auchan X5 Tiger Howling Limited Edition, which sold out in 6 hours and 36 minutes after a limited edition of 666 units, continuing to stage a sales miracle. The car has created a limited sports kit based on the "Tiger Howling Red", which has improved its appearance and is full of sports. Continuing the unique "light shaping aesthetics" of Auchan X5, the front grille shape adopts red flame decoration, which is very suitable for the traditional aesthetic of the Chinese people for the Spring Festival.
Changan Auchan X5 Tiger Howl Limited Edition also has a special exclusive tail logo, which outlines the domineering spirit with the tiger whistle, and the white characters on a red background are eye-catching and enthusiastic. The interior of the Auchan X5 Tiger Howl Limited Edition features an immersive driving atmosphere cockpit and a red two-tone interior, which is very sporty. Equipped with a 10-inch full LCD instrument with a combination of 10.25-inch central control screen and integrated OnStyle3.0 intelligent ecosystem, it creates a strong scientific and technological atmosphere.
The listing of Changan Auchan X5 Tiger Howling Limited Edition, the overall visual sense is both young sports and enthusiastic and festive, it is the New Year of the Tiger, with the red New Year, the performance of the ultimate personality and indulgence, so that the New Year out of the street more windy.
From the magic reform series to the youth version, from the sports version to the tiger roar limited edition, the gameplay of Changan Auchan X5 can be described as endless, and sales have also continued to rise. Based on the individual needs of young people, Auchan has made great efforts and made up its mind in product differentiation, intelligent innovation and personalization. Such "will play" labels and products, consumers of course like.
▓Editor's own comment
As a young brand, Changan Auchan has "jumped" from 100,000 to 150,000-level market, and it is not easy to integrate the brand concept and products so closely, and to hold the market and user needs in place so well, and it is far beyond the expectations of users, so its sales have grown rapidly and have been able to come up with such a bright sales performance.
Only high-value products can continue their "blockbuster" characteristics and continue to stir and even reshape the existing compact SUV market pattern. As more and more high-value products are put into the market, Changan Auchan has taken a solid step towards the goal of brand potential explosion and brand "going to Shang".
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