Core Viewpoint - The article discusses the performance and consumer insights of the Tengshi D9 series, highlighting its sales success and customer demographics. Sales Performance - The D9 is the best-selling MPV, with the 2024 model selling better than the 2025 model due to greater discounts. The most popular configuration is the 2024 DM-i 980 four-wheel drive premium model, with the most sold colors being Night Black for the exterior and Brown for the interior. No pure electric D9 has been sold yet [2][6]. Customer Demographics - Approximately half of the D9 buyers are corporate clients, primarily for executive travel and business receptions. The other half includes personal users for family trips and rentals for government or tourism services [3]. Customer Insights - A notable customer, referred to as "Brother Peng," purchased the D9 mainly for family use, appreciating its comfort and sales reputation. This customer has since referred many others to the dealership [4][5]. Reasons for Purchase - The D9's popularity stems from its status as the MPV sales champion and its appealing design, often compared to the Lexus Alphard [6]. Discounts and Promotions - The 2024 DM-i 980 four-wheel drive premium model has a discount of ¥74,000, while lower configurations have a discount of ¥54,000. The 2025 D9 has no discounts available [8]. Competitive Analysis - The D9 is frequently compared to the Dreamer and Sienna models, with the Dreamer being the most common competitor. Reasons for choosing the Dreamer over the D9 include superior driver assistance systems and brand preference among older customers [10][11]. Configuration Preferences - The most selected configuration remains the 2024 DM-i 980 four-wheel drive premium model [13]. Financing Options - Customers have the option of full payment or a 5-year low-interest financing plan, with specific financial details provided [15][16]. Customer Complaints - Common complaints include brand recognition issues, engine noise in low battery states, and unevenness when folding down the third-row seats [18]. Maintenance Costs - The first maintenance for the 2024 DM-i is at 3,500 km or 6 months, with regular maintenance every 7,500 km or 12 months. Typical maintenance costs are around ¥600 [20]. Additional Benefits - Buyers can benefit from various subsidies, including a trade-in subsidy of ¥6,000 to ¥10,000 and additional corporate discounts for bulk purchases [32].

Core Viewpoint - Dongfeng Group is at a critical juncture for value reassessment, as it transitions from a traditional automotive manufacturer to a player in the new energy vehicle (NEV) market, showing signs of recovery after a challenging period [2][4]. Financial Performance - In 2024, Dongfeng Group reported a revenue of 106.2 billion RMB, a 6.9% increase from 2023, with a gross profit of 13.7 billion RMB, up 38.2% [2][8]. - The company achieved a net profit of 0.58 billion RMB, marking a significant turnaround from a loss of 3.9 billion RMB in 2023 [2][9]. - The gross margin improved to 12.8%, an increase of nearly 3 percentage points [9]. Business Segments - The Lantu brand showed exceptional performance with a gross margin ranking second in the industry, delivering 85,700 units in 2024, a 70% increase year-on-year, significantly outpacing the industry average growth of 35.5% [3][9]. - Dongfeng's total vehicle sales reached 1.89 million units, a decline of 9.2%, with NEV sales accounting for 20.8% of total sales, reflecting a 13.4% increase [8][9]. Strategic Initiatives - Dongfeng is focusing on a multi-brand strategy, investing heavily in NEV technology, including solid-state batteries and high-end brand development [3][12]. - The company is undergoing significant asset restructuring, selling non-core assets and reducing production capacity of joint ventures by 30%-50% to pivot towards electric vehicle production [12][14]. - Dongfeng has initiated a partnership with Huawei to enhance its smart vehicle capabilities, integrating Huawei's technology into its high-end models [12][13]. Future Outlook - Dongfeng aims to achieve a sales target of 3 million vehicles by 2025, with 1 million of those being NEVs and 500,000 for overseas markets [10][16]. - The potential collaboration with Xiaomi is seen as a critical factor for Dongfeng's future, as both companies explore various partnership models to leverage Dongfeng's manufacturing capabilities [17][21].

撰文 / 牛跟尚 设计 / 师 超 1月6日，新年伊始，万象更新。以"汽车品牌创新推动力"为主题的第十一届金轩盛典典礼在北京举行。现场颁发"年度营销创新团队金奖""年度作品类 金奖""年度案例类金奖""年度公益与社会责任金奖""年度营销机构金奖"等50多项荣誉。这些年度金奖是从110个申报案例经过初评和终审按照票数及评 审委员会讨论产生。 来自一汽、东风、上汽、长安、北汽、奇瑞、广汽、江淮、吉利、长城、赛力斯、蔚来、零跑等汽车集团旗下40多个品牌以及固特异、汽车之家、中汽 传媒、迪光数字等汽车全生态链50多家板块（子分公司）及营销单元榜上有名，100多位汽车营销高管、总监、经理和行业专家、高校教授与学者，见 一个个精彩的营销案例如璀璨的星辰，照亮了商业的苍穹：从整合营销的宏大布局到事件营销的震撼出击，从 IP 营销的创意联动到公益营销的温暖传 递，每个获奖案例都是智慧和汗水的结晶，是创新和突破的象征。它们不仅为企业带来了荣耀和发展，更为整个汽车营销行业树立了新的标杆，指引了 前进的方向。 领取营销创新团队奖的一汽-大众销售有限责任公司媒介中心部长刘耿表示，回首2024年的核心词就是感谢，感谢社会各界、感谢广大 ...