Entering the end of 2023, if you want to find a set of annual keywords for this year's auto market, I think "Winter Test" should be added to it.
This year, the "car winter test" has officially become an "industry" from the original car performance testing method. Many car companies hope to show their muscles and show their strength through the test data. But for consumers, data is still too "distant" and "pale".
In the last month of 2023, the Chinese high-end brand FAW Hongqi also brought its SUV family to Changbai Mountain, where minus 30 degrees Celsius. However, here, FAW Hongqi did not use data to speak, but built a bridge between users and brands through the "Hongqi Ice and Snow Carnival".
It's much more intuitive than a few sets of data.
In the "Hongqi Ice and Snow Carnival", there is no professional BOX, DBOX, and PBOX equipment to test the acceleration performance of the major models of the Hongqi SUV family on ice and snow roads, and there is no elk test pile to judge the handling performance of the vehicle......The Hongqi brand invited users to Changbai Mountain, and used the intuitive ice and snow driving experience and a series of interesting activities to let everyone feel the real ability of the product.
In the scenario-based road test drive activities, the three models of Hongqi HS3, new Hongqi HS5 and new Hongqi HS7 can be said to shine.
In extremely cold temperatures, these three SUVs bring intuitive comfort to users through excellent thermal management capabilities.
There is no professional test of how many degrees of temperature rises in a few minutes, and there is no professional test of thermal insulation performance, only the experience of "sitting in the car, that is, comfort". And this experience more intuitively shows the luxury performance of the three new cars of the Hongqi SUV family in extremely cold conditions.
At the same time, in the extremely cold environment where snow is covered and dripping into ice, the mechanical quality of the vehicle is tested.
The three major models of the Hongqi SUV family, with its excellent 2The 0T+8AT power system, coupled with the intelligent four-wheel drive system, can easily cope with the car use scene of "primeval forest + urban travel", as well as the three interesting venue test drive scenes set up by FAW Hongqi at the event site.
In the words of users, it is "Hongqi SUV driving in the ice and snow of more than minus 30 degrees, basically not much different from other seasons, whether it is fuel consumption or vehicle handling dynamics, there is basically no attenuation." ”
And this strong adaptability not only intuitively shows the comprehensive performance of the Hongqi SUV family for the users present. At the same time, it also reflects that when FAW Hongqi is building a luxury SUV, it is making cars seriously and sincerely.
The SUV star lineup is all on the lineup, why can they be cool to the end?
In the ice and snow test drive activity, the Hongqi HS3, the new Hongqi HS5 and the new Hongqi HS7 all showed a comfortable interior atmosphere, reliable power performance and flexible and stable handling attributes. From the perspective of products, the three major models of the FAW Hongqi SUV family actually have strong strength at the root.
First of all, from the perspective of vehicle comfort performance, the three major models in the Hongqi SUV family have come up with a high enough level.
Even the Hongqi HS3, which is an entry-level product, has the spatial positioning of an A+ class SUV, and with a wheelbase of 2770mm, it brings an interior space experience close to that of a B-class SUV.
At the same time, the car also has an active closed grille. In the extremely cold environment of more than minus 30 degrees in Changbai Mountain, it can effectively conserve engine heat and realize rapid heating in the car. In addition, this car is equipped with seat heating, automatic zonal air conditioning and other functions, which can also effectively ensure that when you test drive this car, you will have the feeling of "the extreme cold of Changbai Mountain outside the car and the spring in the south of the Yangtze River in the car".
The new Hongqi HS5, as a B-class luxury SUV, in addition to excellent comfort, it also comes standard with 20T+8AT powertrain. The strong power reserve of 252PS horsepower and 380Nm torque helps users to drive this car in the snow.
In addition, the suspension system, which combines comfort and handling, can also enable the vehicle to respond quickly when steering in the snow and emergency merging, improving the safety of snow driving.
As for the all-new Hongqi HS7, this highest-level C-segment luxury SUV in this event further realizes the integration of luxury and performance. To put it simply, this car not only has a wide and luxurious interior and a powerful 20T+8AT power, but also has excellent chassis performance.
The all-new Hongqi HS7 is equipped with a high-spec intelligent four-wheel drive system, which not only provides sufficient stability on ice and snow roads, but also has a multi-mode choice. Driving on ice and snow roads in Sport mode, the all-new Hongqi HS7 can even drift smoothly and easilyIn ice and snow mode, the all-new Hongqi HS7 is more stable, not afraid of sharp corners and steep slopes, bringing strong confidence to the driver.
Good products and user concepts, Hongqi wins fundamentally.
Nowadays, many car brands, especially luxury brands, pursue a "user-centric" philosophy. However, what is truly user-centric?
The author believes that a car brand needs to do two things.
First, the performance of the product should be strictly controlled, because the car is an industrial product after all. Only by doing solid technology and optimizing products in place can we bring a better experience to consumers' daily travel, which is also the core of the "user concept".
The Hongqi brand, in terms of product shaping, can actually be said to be "impeccable". Whether it is a sedan product line or an SUV product line, Hongqi can make a clear positioning and definition of the model on the one hand to meet the needs of different consumers. For example, from Hongqi HS3 to the new Hongqi HS7, it corresponds to the unique needs of young users, family users, and high-end users, and the product has better universality.
On the other hand, Hongqi has carried out strict control of technology and quality. Take Hongqi HS3, an entry-level SUV, as an example, even if it is an entry-level, it has a high-spec A+ class space and a powerful 20T power and easy-to-use four-wheel drive system, compared with Q3, X1, GLA and other models of the same level, has a lot of advantages.
Second, a truly user-centric luxury brand can take the initiative to shorten the distance between users and users.
Hongqi is also an example, such as this Hongqi Ice and Snow Carnival, the Hongqi brand invited many users, and everyone can really feel the performance of Hongqi SUV models through a warm experience.
At the same time, in this event, the Hongqi brand also made the car brand and users more closely connected through the "Flag Fan Family Banquet" and a series of interesting entertainment activities. Through this relaxed and comfortable format, users can not only feel the care of Hongqi, but also everyone can speak freely.
For example, the actual experience of users in the process of driving and using the car can be accurately feedback. Through such feedback, Hongqi officials can also truly perceive the user's car use scene, so as to optimize the technology and design of the vehicle. When a luxury brand no longer prides itself on a proud image, but becomes affinity and empathy, it will become truly mature, user-friendly and responsible to consumers.
Conclusion: In fact, over the years, the Hongqi brand has not only played the role of China's luxury and Chinese high-end brand image. While showing the image of China's high-end cars, Hongqi is also paying more and more attention to consumers' feelings, experiences and suggestions. Being able to listen to and listen to consumers can be said to truly embody the "user-centric" brand operation concept. It is precisely because of this that Hongqi has created products that are becoming more and more popular with users, and in recent years, the sales volume and volume of the high-end market have been rising, and it has become a benchmark for China's luxury car brands.