Snow helm of BMW REPORTER "injecting blood" new energy vehicles
With the launch of a series of quotes from BMW, it appears that two years has been lukewarm in Connaught brand back in the spotlight.
May 11, BMW announced that Liang Jian, director of brand management Connaught vice area Bao Manan transferred to vice president of sales for BMW now Zhu Tong served as vice president of the implementation of Connaught project, the appointment in June Entered in force since May 1.
In conventional fuel vehicles segment grew gradually slower occasion, BMW choose to strengthen the brand promise of staffing, as well as improve the administrative level, the future will focus on building the brand promise signals already apparent.
Connaught overweight
May 11, BMW Brilliance Automotive Ltd. announced several appointments: Dr. Liu Zhi Bao Manan area is currently vice president of sales for BMW vice president, the vice president of sales projects Connaught Zhu Tong will serve as vice president of the execution, the holder of Liang Jian brand promise will assume the position of vice president, general director of Bao Manan area.
It is reported that after the promise of unique brand established a position "director of brand management," the establishment of "vice president" clearly strengthen the position of the position of the Connaught brand within the group, so you can get more resources and support.
As a joint venture brands of BMW, Connaught brand launch has been two years, but their influence remains minimal. Northrop projects with great experience in marketing vice president Zhu Tong as the implementation, is to pave the way for increased efforts to promote the BMW brand made by Connaught.
Auto Shanghai this year, the Connaught brand unveiled a new concept car Concept Next. Concept car which can be seen from the body, have realized the importance of BMW brand promise. Connaught next generation product design style has abandoned the art of imitation, designed almost no traces of the BMW brand, it also means that the future development of the brand promise will be more independent.
At present, the Connaught brand in the market only 1E product, since the market has been using the sales model of leasing. Lateral BMW said the goal is to avoid the potential risks of uncertainty of new energy vehicle sales, but also conducive to the strength of the consumer experience directly to the promise of the product. But in fact, in the last two years, the Connaught brand in Beijing and Shanghai, in addition to two experiences outside the store, increase channel aspect is zero.
Lease Extension Model backwards
At this stage, the total market capacity of new energy vehicles in China is still small. The data show that in 2014 total sales of 74 763 only pure and hybrid electric vehicles, the Connaught brand wants to break into the field of electric vehicles will not be easy.
Despite the promise of pure electric brand concept of environmental protection it is very attractive, but the lease is too strict and impractical, but also its brand development is another important reason for unsatisfactory.
Connaught brand as leases detailed provisions, you must first make an appointment to test drive promise Income 1E handle should contact the hall rental book a test drive, go to another BMW dealer can not handle. And there are only two brands Connaught Hall want to rely on the test drive to increase experience and promotion, which is a bit unreal.
In addition to the network is too small, Connaught terms of the lease inflexibility of 1E, there are many hard and fast rules, as the contract provision that the lease has just signed up to three years, if you need to rent a renewal five in the third year contracts and replacing 1E. Three years later, if 1E a different configuration, and then get a new car can not be renewed for another configuration models, only to 1E. Similarly, the promise of three years after the introduction of new models also can not change the rent. For those who prefer to enjoy the new Chinese consumers, this is not a beloved choice.
In the battery charging problems consumers are more concerned about the promise 1E has its own dedicated battery charging, users of electric cars have one card per person, it is necessary to recharge the card themselves the burden. According to reports, each card has a unique serial number, which corresponds to a load cell, ie electricity card and charge the battery exclusively. The official believes that this is for security reasons, but in actual use, there are some drawbacks.
In March this year, the brand promise delivery to a rental agency 160 1E third, trying to hire a third party to broaden the channels. 1E, in order to expand the influence of the brand promise. Although this project only takes place for the Beijing area, Die official online correspondent third Zeit also can not find the brand promise associated with the content of the lease.
Market analysts Feng Shiming Car Die Zeit, he told reporters that the shape of the extension of the lease of BMW, his three years in nearly 266,400 yuan in sufficient income to make consumers buy a different level products luxury brand, together with the own brand promise strength is weak, allowing consumers spend a higher cost in the case of so inconvenient to experience its very low probability of success.
With the arrival of Zhu Tong, and this situation will usher in a change. It is reported that sales, future models of the brand Connaught not limit the technical route, a variety of ways to promote sales and leasing used ..
