"It took us less than two years to go from breaking the game to taking the lead."
On February 1, at the "Let's Go to the Good Momentum 2024 DENZA Auto User Communication Day", Zhao Changjiang, Chief Co-creation Officer of DENZA Auto, said.
Indeed, since the renewal of DENZA Auto in 2022, DENZA has been creating "DENZA speed" and "DENZA efficiency": in October 2022, the DENZA D9 was officially delivered, and by September 2023, the 100,000th model rolled off the assembly line, DENZA only took 11 months to get the luxury model of the Chinese brand to reach 100,000 mass-produced cars at the earliest. In the first month of its launch, the delivery volume of the Denza N7 has entered the top 3 luxury mid-size pure electric SUV with more than 300,000 units. Throughout 2023, the annual sales volume of DENZA Auto will exceed 120,000 units, ranking first among new energy luxury brands with more than 400,000 units, and the average price will exceed BBA.
When the "DENZA speed" is superimposed with the "DENZA efficiency", the "DENZA phenomenon" is created. From another point of view, this also shows that Chinese brands, represented by Denza, are building a new luxury market.
["Potential" can be full, creating "Tenza"].
It is fitting to use "Denza" to describe the performance of DENZA Auto in 2023.
In 2023, China's auto market will be filled with waves of unsettled battles. This is also refreshing the degree of involution of the market again and again. Therefore, if you do not take the initiative to participate in the first battle and stabilize your own concentration, you will also be full of your own competitive "potential" energy in the fierce market. DENZA also "follows the trend" and continues to build a competitive advantage in the market.
In the past two years, the offensive of Chinese auto brands has been fierce, but it is mainly to capture the market below the 250,000 level.
However, DENZA is different, since the beginning of 2023, DENZA D9 has successively topped the sales list of the overall monthly MPV market. This shows that in the MPV market, DENZA has the absolute initiative and has become a leader. On the one hand, this shows that Chinese brands are rewriting the market pattern, and on the other hand, it also proves that from the perspective of luxury, Chinese brands have enough right to define themselves.
It can be said that whether it is DENZA D9 or the entire DENZA brand, there is a renewed power and potential energy inside and out.
Thinking also arises, where does this potential energy come from in the current Chinese market? How does DENZA "follow the trend"?
In the traditional thinking dimension, it is usually considered in the order of product, brand power, and user relationship. But here at Denza, you can actually put user relationship first. The reason is that although traditional luxury brands also pay attention to the part of user relationship, in more cases, they are not as granular as new luxury brands like Denza.
In other words, traditional luxury brands will always have a more or less psychological high position when facing users: users "come" to the brand, rather than the brand really integrating into the user. However, DENZA is the opposite, focusing more on integrating itself with users, emphasizing co-creation.
We use a series of data to back this up.
First of all, in 2023, DENZA Auto will hold 1,116 owner orientation parties, 1,800 DENZA weekends, 77 "face-to-face" activities, and a total of 3,000+ offline activities. On average, weekly, daily, it's a pretty large amount of data. At the same time, in these activities, DENZA will use the user's high-demand points as official products to assist the product side. This also allows its product power to be updated with the latest trends.
Secondly, in 2023, the daily active users of DENZA APP have exceeded 100,000. Referring to the current cumulative sales of 150,000, it is equivalent to two-thirds of car owners who are active in the APP community every day. In 2023, the Car Owner Welfare Partner Program was also officially launched, and more than 1,000+ car owners and car enthusiasts shared high-quality resources. In addition, in terms of channel construction, DENZA has always adhered to the all-direct sales model, and as of the beginning of 2024, the number of directly-operated stores has exceeded 370+, covering 130+ cities.
From the density of face-to-face activities of car owners, to the activity of the APP, to the coverage of the direct network, it can be said that DENZA has come to the forefront of domestic brands at the user touch point level. This also creates a stable foundation for the transmission of product power and the construction of brand power.
After talking about user relationships, let's look at product power.
In fact, the competition in the 300,000-400,000 range** that DENZA focuses on is very fierce.
In the MPV category, not only the overall market capacity is limited, but also from the point of view, once the ** rises to more than 300,000 high-end product lines, the user's choice is SUV and sedan and other options, and the previous ** brought a lot of MPV and focused on business, and the adaptability for home use is not high. This is also the reason why the selling points such as "large space" and "cost-effective" that many brands have focused on when making MPVs have not impressed users. Users want all-round, quality, not simply "cost-effective".
This also laid the foundation for the DENZA D9 to come up and play high. It can even be said that this is a dimensionality reduction blow to those leading models in the MPV market in the past. In terms of power form, the two drive modes of pure electric and DM-i super hybrid provide the DENZA D9 with dual advantages in terms of power and range. In terms of configuration, intelligent luxury configurations such as full-scene intelligent voice, seven-screen interaction, and seat massage make this car perfect for business and home. In terms of driving comfort, the Yunnan-C intelligent damping body control system can adjust the soft and hard chassis according to road conditions, taking into account both handling and comfort.
In terms of safety, which users are most concerned about, DENZA D9 has also made all-round efforts to build vehicle safety. The proportion of high-strength steel in the whole vehicle is close to 80%, and the coverage area of the rear impact beam is as high as more than 70%, reaching the only level in the MPV category. In terms of information security, DENZA is the first brand in the world where all cameras in the car can be physically turned off. In terms of the safety of the interior environment, DENZA has also reached a strict level of interior materials, so as to bring users a truly healthy cabin environment.
If the DENZA D9 has become the "new king" in the MPV market, then the DENZA N7, which has laid out the pure electric SUV market, has also entered the "first echelon of intelligence" in this crazy involution market: through the architecture of intelligent and electric integration, the "Eye of the Gods" and the "Yunlin-A" have been efficiently integrated, making this car more comfortable and safer in the field of intelligent driving. And with the implementation of the preview function and high-speed pilot, it also indicates that in the market of the main volume intelligence, DENZA N7 has also taken out its own "key" to pry the market.
Finally, let's talk about brand power. In 2023, another trend in China's auto market is for brands to go global. This is an inevitable trend in the development of Chinese brands. Whether to involve in foreign markets is not the most important issue, but it is obviously more important for overseas markets to realize the power of Chinese brand development, the strength of Chinese brand products, and the construction of international brand reputation.
In 2023, DENZA Auto will also start the "acceleration button" of internationalization. In Bangkok, former Prime Minister Prayut Chan-o-cha personally praised the DENZA D9 experience; In Japan, it also welcomed its first overseas car owner. The DENZA N7 also made its overseas debut in Thailand. DENZA Auto, which has already stood out in the Chinese market, is also starting its new journey in the global market.
Therefore, for DENZA Auto in 2023, focusing on the value war instead of going through the best war is the basis for its excellent sales results. The close connection of user relationships, the overall leadership in product strength, and the continuous construction of brand power have not only made it a brand with an average price of more than BBA, but also defined what is the new luxury: the user relationship is "iron enough", the product strength is "hard enough", and the development pattern is "wider".
, beyond evolution].
In 2024, DENZA Auto will stand at a new starting point with a total of 150,000+ users. This also shows that the development of DENZA Auto will be more vigorous.
In 2024, the key words of DENZA are transcendence and evolution," Zhao Changjiang said.
Specifically, DENZA Auto will carry out an all-round layout from four levels: brand, product, technology and internationalization.
First of all, in terms of branding, DENZA will continue to expand its service outlets in 2024, and its user activities will be more diversified, covering areas of interest such as tourism, sports, and finance. And at the level of brand sustainable development, it will help a wider range of rural public welfare reading, and thus show the public welfare heart of the new luxury brand. In addition, during the Spring Festival, DENZA Auto also launched a "New Year Gift Package" worth 100 million yuan, covering all aspects of the way home during the Spring Festival.
Secondly, in terms of products. In 2024, DENZA D9 and N7 will usher in a comprehensive upgrade of intelligence, and the city pilot will be implemented soon. At the same time, DENZA Auto will also launch three flagship models to take a further step in the field of new luxury.
In terms of technology, 2024 is also the year of technology for DENZA Auto. In addition to giving users the strongest OTA New Year's gift package in history at the beginning of the year - a one-time upgrade of 60+ core functions for three vehicles, this year DENZA Auto will also become the first brand in the industry to realize vehicle intelligence. And in terms of handling and safety, it will achieve a length of more than 5 meters2, a turning diameter of less than 10, and an elk test breakthrough of nearly 90km h. It can be said that in 2024, DENZA Auto will reach a new level in driving experience.
Finally, in 2024, DENZA Auto will be the first to be sold in Hong Kong and Macau, China, and has also become an official partner of the European Cup, and will appear at more international auto shows. As Zhao Changjiang said:
To prove that DENZA Auto can, Chinese Auto must be, and we must occupy a place in the global high-end auto market. ”
[Summary].
The success of DENZA Auto in 2023 is not accidental, but the inevitable result of the all-dimensional efforts of users, products, and brands. When the industry is competing for market share with the best war, DENZA Auto has directly shaped the high position strategically and tactically with the value war. It not only consolidates its leading edge in the layout of the first belt, but also truly makes its own role in the Chinese auto market from a game-breaker to a leader, and directly defines a new standard of new luxury. In 2024, the market pressure continues to increase, which also provides a new testing ground for DENZA Auto to show its strength. Through the layout of 2024, we also have reason to believe that this will also become a new milestone year for DENZA Auto. For the rest, let's wait for DENZA Auto's new "follow the trend".