/PRZWT/BEIJING, Aug. 6, 2024 - In the context of each independent brand's efforts to seize market share, achieving scale and promoting high-quality transformation of enterprise development is becoming the strategic focus of each automaker's business in 2024. After all, whether from the perspective of brand competitiveness or from the perspective of operational efficiency, sufficient sales scale is a prerequisite for the healthy survival and development of a brand.
Following the sales growth of over 60% in 2023, in the first half of 2024, Beijing brand sales continued to show a rapid growth trend, with end point sales increasing by 15% year-on-year, of which off-road vehicle sales increased by 24.1% year-on-year, and overseas market end point sales increased by 109% year-on-year, all outperforming the market and opening up a new situation for brand development. Next, with the gradual increase in sales of newly launched blockbuster models, Beijing Automotive will usher in a market explosion period in the second half of the year.
7 new cars a year go on the market, magic nuclear power, drive drive, Beijing brand incremental development
Since 2023, from brand strategy, product system to marketing system, Beijing Auto has launched a systematic upgrade. As of the end of July 2024, Beijing Auto has a total of BJ30, BJ40 Honor Edition, the new BJ40 Ring Tower Champion Edition, Blade Hero Climber, Blade Hero Piercer and other five new cars on the market. Next, there will be BJ60 Thunder Magic Nuclear Power Drive Edition and the new BJ40 Magic Nuclear Power Drive Edition on the market. Seven new cars are launched a year, which strongly promotes the incremental development of the Beijing brand.
In the process of intensive product expansion in Beijing, the BJ40 army has the greatest momentum. As the star of the compact hardcore off-road SUV market, "China's first off-road performance car", after ten years of development, BJ40 has formed a strong market coverage ability. Currently on sale a total of 11 sub-models, covering gasoline, diesel two forms of energy, as well as the suburbs, desert, Gobi, high cold and other major off-road scenes, the guide price covers a wide range from 139,800 - 269,900 yuan. It can be said that the BJ40 family is currently the most compact hardcore off-road SUV that can meet the needs of hardcore off-road SUV consumers. After the new BJ40 magic nuclear drive version is launched in September, it will further cover a wider range of consumer groups.
At the same time, the release of the magic nuclear power drive platform, and the launch of BJ30 magic nuclear power drive version, BJ40 magic nuclear power drive version, BJ60 Thunder magic nuclear power drive version and other three products based on the platform, is undoubtedly the most important action at the technical and product level of BAIC in 2024. The three magic nuclear power drive range extension products have not only become the best combination to realize the electrification upgrade of hard-core off-road SUV, but also provide strong product support for the next incremental development of BAIC.
Brand planting + key customer expansion, brand ecology thrives
After a brand has enough competitive products, it also needs enough branding impression and social reputation. If the brand action of Beijing Auto in 2023 is mainly based on strategic remodeling, then the brand action of Beijing Auto in 2024 is mainly tactical advancement. Through a series of active tactical actions such as product expansion, brand planting and customer expansion, Beijing Auto's brand ecology is booming.
Since the beginning ** this year, ******* Automobile has followed the trend ** the traffic era and opened the traffic Internet celebrity marketing model. During the ****** Festival, two people in charge ** ******* Automobile personally starred in the "Warm Home Road • 2024" sitcom, which was a fan ** the brand. At the same time, the company also cooperated with the capital taxi drivers to start volunteer services to warm the ****** Festival home visit road ** Beipiao people. In addition, the brand has successively joined hands with traffic stars such as Lei Jun, founder ** Xiaomi Group, Zhang Chaoyang, founder ** Sohu, and Chen Zhen, a famous car critic. With the innovative spirit ** the ******* brand, it has planted tens ** millions ** fans ** three powerful super Internet celebrities. As the founder ** the light wild category, BJ30 leads the 2024 Zhuzhou Marathon as the designated car for the event, planting a group ** marathon enthusiasts who actively run their lives.
While actively planting grass to target user groups, BAIC also increased its customer development efforts. A series of major customer contracts witnessed the recognition of the Beijing brand among major customers at home and abroad, especially in the western provinces and regions with harsh working conditions and the corresponding major customers in Central Asia. Entering July, good news spread frequently. On July 15, at the Beijing Automobile Zhuzhou factory, the contract for 1,000 BAIC EU5 taxis in Dushanbe, Tajikistan was officially signed, and the first batch of 300 taxis was delivered to the city delegation. On July 25, in Kashgar, Xinjiang, the Beijing Automobile Kashgar City Power Exchange Strategic Demonstration Project was completed, and the Pearl Taxi in the Western Regions will become the new mobile business card of the Beijing brand. In addition, the first batch of BJ60 was recently delivered to the Judicial Department of the Tibet Autonomous Region to provide high-quality vehicle security services for accelerating the construction of a safe Tibet and the rule of law in Tibet; the first batch of BJ60 was officially listed in the Shanghai Exit-Entry Border Inspection Terminal. In the past three years, the border inspection terminals of the State Immigration Administration have purchased nearly 1,000 Beijing automobile series off-road products, highlighting the trust of border guards in Beijing automobile off-road products.
For a high-priced commodity such as a car, the hot sales of every product and every brand are not accidental factors. Not only does the product positioning need to be able to accurately target user needs, but also the corporate brand needs to be able to win the full trust of users. Behind every hot-selling event is the result of the brand's long-term accumulation of strength. In the second half of 2024, under the background of the continuous hot off-road vehicle market, with the strategic adjustment of Beijing Automobile's brand in place, the product matrix is further optimized, and the brand ecology continues to accumulate strength. Beijing Automobile is expected to continue its rapid growth potential for more than a year and usher in a more powerful market outbreak.
