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合资车企陷流量焦虑 有销售称“每人每天必须拉30个公号关注”
Di Yi Cai Jing·2025-09-01 09:33

Core Insights - The article highlights the urgent need for joint venture car manufacturers to adapt to market changes, particularly in the face of rising competition from domestic brands and the shift towards electric and intelligent vehicles [1][4][6] Group 1: Market Dynamics - Joint venture car manufacturers are experiencing increased pressure to attract consumer attention, as evidenced by their strategies at the Chengdu Auto Show, where they focus on emotional engagement and innovative marketing tactics [1][4] - The competition in the automotive market has intensified, with domestic brands gaining an edge over foreign joint ventures due to their innovative electric and intelligent vehicle technologies [3][4] Group 2: Product Development and Strategy - Major joint venture brands like Volkswagen and Toyota are launching new electric models and adopting localized strategies to enhance their market presence, with Volkswagen's ID. EVO concept car being a key example [2][5] - The report indicates that 90% of consumers are willing to pay extra for advanced intelligent driving features, highlighting the importance of smart technology in consumer purchasing decisions [2] Group 3: Sales and Pricing Strategies - Joint venture manufacturers are exploring new pricing strategies, such as the "one-price" model, to enhance transparency and improve customer service, which is seen as crucial for maintaining brand value [5][6] - The article notes that many joint venture brands have reported year-on-year sales growth, indicating a potential recovery in their market performance [5] Group 4: Innovation and R&D - There is a growing recognition among joint venture manufacturers of the need to innovate and develop unique intelligent driving systems rather than relying solely on external technologies [3][6] - Some joint ventures are breaking away from traditional R&D models, with initiatives like the "Chinese Chief Engineer" system being implemented to accelerate innovation and adapt to local market needs [6]