Coquettish Rebirth

Relatively speaking, Volvo is better positioned.Because of the Volvo brand, it pays more attention to safety performance.According to a saying that Jia Hongjian heard in his previous life, it perfectly describes Volvo cars - before the crash, you have been wondering why you spent so much money on this broken car.To say that Volvo is a broken car is mainly because of the Volvo car. I really don't care about the interior!For example, if you buy a Volvo for more than 10 yuan, who would have thought that this car is still a black plastic center console?The interior is the same as a 40 yuan car!And the appearance is not domineering at all, and it is not aggressive at all. Whether the girl looks at it from the outside of the car or sits in the car, she feels that this car is not worth 40 at all!Then, when the car crashed, the girl and the owner understood why the car was worth [-] yuan!Safety!

In fact, it's quite fun to say, the Volvo brand itself means "I'm going"!That's right, it's "I'm going"!First of all, the word Volvere is the infinitive of "roll" in Latin, which is equivalent to "roll" in English. Then if this word is used in No.1, it is singular, that is, behind "I", representing "I". When the action is done, it will become "volvo", so it is translated into Chinese, that is, "I roll"!Of course, it’s too funny to say that, so if it’s really paraphrased, it should mean “I roll forward”.A brand such as Volvo is also from Sweden. Sweden, a small country with a population of more than 1000 million, has two good car brands, which can really show its industrial strength.

Having said that, why is Volvo known for its safety?The main reason is that Sweden is cold!Winter is long, and winter is very cold.When it gets cold in winter, there will be a series of problems such as icy roads, which must put safety performance first.Therefore, in order to drive safely on icy and snowy roads all year round, many of Volvo's cars are designed with front drive!And most of the cars in other countries in the world are rear drive!Even Volvo's four-wheel drive vehicles are often front-driven, and when the front drive slips, the rear two wheels intervene with force.Then, of course, the ice and snow are prone to various sideslips of the car, or the car cannot be stopped.The natural anti-collision performance is just fine.

Of course, if we really buy a Volvo, it is impossible to say that the Volvo brand is still positioned so that consumers can’t understand why they spend so much money on Volvo before they crash, although basically every car owner drives a car. Something is going to happen in your life.But before the accident, the car owner's various negative energies will also affect many potential consumers!For example, an uncle bought a Volvo, and he was depressed all day long because he believed Jia Hongjian’s evil, and told his friends and relatives not to buy a Volvo all day long.Then a year later, boom!There was a serious car accident, and the engine of the car on the opposite side hit the luggage compartment.The bumper on our Volvo is just deformed. At this time, the uncle finally understands what is wrong with Volvo, but he persuaded his relatives and friends to buy new cars in this year to buy other brands... In this way, our Huaxia Didn't Gaoke lose potential consumers?

Therefore, Jia Hongjian felt that if Volvo could be bought, the product image of Volvo should be designed with safety as the core and family, comfort and some luxury as the promotion points.To put it bluntly, the designed image of Volvo is the car that rich people should drive when they go out with their wives and children or visit relatives. car!It doesn't matter what kind of sports performance it is, and it doesn't matter whether it looks cool or not.The most important thing is comfort, it is not tired after driving for a long time, it is a car suitable for the whole family, and it is a car that can protect the whole family!In this way, young people in their 30s who have a successful career feel that they should buy a Volvo after they get married and start a business, and feel that buying a Volvo is a manifestation of responsibility!For a rich middle-aged man, he may usually need to drive an Audi or a Zhonghua car for business, so buying a Volvo for his wife is the most considerate move for his wife.This is caring for the safety of your wife!

Volvo is relatively easy to position, so how should Saab position itself?This Saab is also from Sweden, and it is the same as Volvo in terms of safety. They are anti-rolling.In terms of anti-rollover, it is still very technical.If Volvo does not belong to our company, then we can turn Saab into our Volvo, a brand known for its safety, and a warm brand.But the question is, what if we bought both Volvo and Saab?what is it now?Although in practice, there is a chance that the two brands cannot be owned together, but as the boss.As the captain of Huaxia Automobile, Jia Hongjian must consider all possibilities, must see farther than everyone in the company, and must plan the future path well!

So how to position Saab in such a situation?From the perspective of middle-aged and elderly people, people like a more old-fashioned appearance, so we have the Zhonghua brand. From the perspective of middle-aged people, Zhonghua Business Sedan, Volvo and even Tesla can meet their various needs. From the perspective of young people in their 30s, the brands of Volvo and Huaxia Automobile are sufficient.And for young people in their 20s, those who are rich must be Tesla, science fiction is cool, how good it is to pick up girls!Even Tesla is making an SUV!And for young people in their 20s who have no money, the Huaxia Automobile brand's cars before 5-20 can meet their various needs!For example, if the positioning of the first car for young people is more sporty, there are also hatchbacks developed with nutrition from MG, focusing on sports and driving experience.Then for general needs, we also have various options between 5 and 15 for them to choose.So really counting, there is really not much room left for Saab!

When many brands under an enterprise have their own positioning and target consumer groups, and there is still a sub-brand without positioning, then this sub-brand is naturally very miserable-because without positioning, it means that the promotional caliber is vague , it means there is no bright spot!It means that consumers don't know why they want to buy this car!Volvo can also rely on word-of-mouth safety to attract people to take the bait, but this word-of-mouth Saab has not been opened in China, and there is no publicity point, how can ordinary people pay for it?This must be a problem!So how do we do it?

After much deliberation, Jia Hongjian took a closer look at the introduction of the Saab 9-3 and 9-5 platforms. The 9-3 platform is the foundation of a sports car and adopts the technology of Opel and other foreign factories. Generally speaking, the posture feels better. .As for the 9-5 platform, it is a luxury car platform, which focuses on luxury, comfort and strong horsepower!To be honest, it's really not easy to design the positioning of the entire Saab after it enters our Huaxia Automobile.It’s like saying that BMW is a better brand, but BMW focuses on sports performance in a good brand, while Mercedes-Benz focuses on stability and business-like heaviness. If the two are under the same brand, it will seem strange .And Saab has gathered these two directions under one brand!Which shall we choose?

If you choose luxury and heavy, then we have the Zhonghua brand, and two similar sub-brands will fight internally.And if you choose a sporty model, to be honest, this Saab is unlikely to be able to beat Tesla!Or should we make Saab feel like BMW under Huaxia Hi-Tech?Make Zhonghua into Mercedes-Benz and Audi under Huaxia Hi-Tech?In this way, Saab can focus on safety and sports performance, and the appearance does not need to be so conservative or old-fashioned, and the overall can be more youthful and sporty.At the same time, it mainly focuses on driving fun, so that the sporty feeling comes out!Although people who really have the money to buy more than 40 cars may not really want to experience the feeling of sports driving, but the brand has been established and consumers recognize it, so it is up to consumers to experience it or not!Just like people who buy a BMW, how many of them do it for the BMW's handling experience?

And isn't this Saab's predecessor the designer who designed the fighter to design the car?Then what kind of more masculine positioning can be made?It seems that the posture of the Saab car is like driving a fighter jet, which is particularly masculine?Looking particularly masculine?Then the overall layout of the car also adopts the design idea of ​​a fighter jet, and it also needs to look more metallic, colder, harder and more masculine?Do you want to drive a Saab car like flying an airplane?In this way, the targeted consumer group is generally rich, but relatively young in mentality.For example, my family has three or four houses in a big city, and there are a few young people in the store, let him open Zhonghua, it is too old-fashioned.Let him drive a Tesla, it’s too expensive-not to mention, if this Tesla is sold in China, the tax and fees will be at least 80 million!And Saab may be more than 40. In this comparison, Saab is a better choice.Relatively speaking, Volvo is more family-oriented, and it must be a bit awkward for a young man without a family to ask him to choose a family-oriented car, but maybe Saab is good?At the same time, people in their 50s and [-]s, if their mentality is relatively young, and they are not some special big boss or official, then driving a Saab is also in line with their status, so that they don’t appear to be too jumpy?

If you think about it this way, it seems that positioning it like this is still a bit tricky!I just don’t know if we can continue to go on this road in future research and development! (~^~)