On January 1, 2024, FAW Besturn officially announced its annual sales data for 2023. According to the data, FAW Besturn annual sales reached 120,666 units, a year-on-year increase of 594%, an eight-year record high, back to the peak.
Under the impact of new energy vehicles, many fuel vehicle companies have fallen into difficulties, but FAW Besturn has bucked the trend. So, what exactly is the reason for the surge in sales of FAW Besturn?This is a question worth going deep into.
Product strength improvement
FAW Besturn B70 - the golden signature model of FAW Besturn.
The size of the B-class car, the ** of the A-class car, and the proper cost-effective car, have now ushered in the first model.
You know, many models are rarely able to iterate to the ***, often a small facelift or small changes will make its market sales plummet, three-cylinder Yinglang, three-cylinder X-Trail is a typical negative example.
**Besturn B70 adopts a new design language and advanced technology configuration, especially the same powertrain that it carries Hongqi H5, 2The combination of 0T+6AT further enhances competitiveness.
In terms of configuration, **Besturn B70 also provides automatic headlights, automatic air conditioning, electric trunk, openable panoramic sunroof, rear air conditioning outlets, electric seats for the main driver and other comfort configurations to improve the car experience.
In terms of intelligence, the performance is slightly weaker, Huawei HICAR interconnection, active braking, mobile phone wireless charging, mobile phone Bluetooth key, front parking radar, blind spot monitoring, reversing side warning and other configurations are okay, but there is still a certain gap with mainstream models. However, taking into account its 12With a starting price of 990,000, everything is understandable.
Rejuvenation transformation
In response to the needs of young consumer groups, FAW Besturn has carried out younger reforms in brand and product strategy
Including vehicle design, smart technology equipment and marketing activities, etc., to make the brand image more relevant to young people, thereby boosting sales performance.
At present, FAW Besturn has a total of 8 models on sale, namely:Besturn B70, Besturn T55, Besturn NAT, Besturn T90, Besturn T77, Besturn T99, Besturn M7, Besturn B70S.
These 8 models strive for youthful performance in design and function, with bolder color matching and more consistent product design in line with mainstream design. For example, the through-type light group and the good performance of the smart cockpit have stimulated the increase in sales.
In addition to this, there is also a section calledThe Galloping Pony's mini car is on the verge of being launched。Originally, it was advertised to be listed in November 2023, but it ran aground, and the follow-up is still unknown.
Advances in marketing tools
The key to the increase in sales is the progress of marketing methods.
Many consumers may not know that in the past year, FAW Besturn has carried out many marketing activities, such as Chagan Lake winter fishing test drive, 100 kilometers of high-speed rolling challenge, FAW Besturn cross-border sports linkage, **Besturn B70 cross-border national tide ......
PassedPrecise product positioning, reasonable pricing strategy, and a wide range of sales channel layoutto attract consumers at different levels has become the key to Besturn Automobile's breakthrough in the past year.
Cost-effective tactics succeeded
From a consumer perspective, factors are an important consideration.
On the occasion of the third generation of Besturn B70 and the first generation, the market's best discount has reached a record low"A B-segment car of less than 100,000 units" has become an important booster for the growth of Besturn B70 sales。All models have more or less ** discounts, which makes many consumers feel"What you buy is what you earn".
In addition to that,Free lifetime warrantyThe special rights and interests are also quite exciting.
Compared with the 5-year 100,000 km warranty of many fuel vehicles, Besturn dares to promise a lifetime free warranty, which is quite exciting. It helps to build market reputation and brand image, improve customer satisfaction and loyalty, and optimize the construction of after-sales service system.
Conclusion
In the post-pandemic era, the automotive industry is becoming more and more competitive, and the brands that can survive are all extraordinary. The automobile manufacturing industry involves many links, including marketing, chain management, production capacity, brand image, product strength and pre-sales and after-sales service, etc., and any mistake in any link may lead to a total loss.
In this industry, there are no eternal winners, only the driving force of the constant pursuit of profit.
FAW Besturn has made a breakthrough in sales in the past year, returning to the annual sales level of 120,000 units, which fully demonstrates the tenacity and perseverance of FAW Besturn. In order to gain a firm foothold in the market, FAW Besturn has made comprehensive improvements in many aspects such as optimizing marketing strategies, product research and development, market positioning and service upgrades.
Although the road is still full of challenges, FAW Besturn has shown tenacious vitality, and there is still the possibility of improvement in the future.