Launching the strategy of brand rejuvenation, what does Buick do?

Seven years ago, Buick began with the phrase "Young! Just go to the SUV" opened the trend of the small SUV market; Seven years later, with the New Pants Band, Fei'er Orchestra, and Liang Bo successively on stage, Buick shouted the slogan of "live up to its youth" and once again launched a charge to the SUV market.

As one of the first car companies to enter the SUV market, Buick launched a small SUV Encora very early, and after the car was launched, it was well recognized by young consumers, but Buick did not take further action after that. With the change of the structure of the consumer market, it is difficult for a single model to meet the diversified digestion needs of consumers, coupled with the increasing layout of the SUV market of independent brands, Buick's share in the SUV market is gradually losing.

However, fortunately, Buick is also aware of this problem, and from the launch of the new generation of Encora family, we can see that Buick's new round of SUV strategic planning is ready to go.

On July 11 Buick Encora GX (parameter |**) After the launch conference with the new generation of Encora, in the face of Buick's current situation and future development in China, Shi Hong, deputy general manager of SAIC-GM, and Gu Yebin, director of the Buick marketing department of SAIC-GM, said in an interview with "Auto Talk" that the SUV market is in a difficult period, everyone is adjusting, and now is the time to practice internal skills.

Buick is to attract the younger generation of consumers and want to go out of the brand influence of the older generation.

Buick wants to start attacking the younger generation of consumers. After all, rejuvenation is the direction of enterprise development.

To innovate, we must learn to learn from the advantages of some other people's homes and improve safety.

First of all, the posture should be handsome, the body should be beautiful, and improve your performance.

Launched youthful products to attract customers' attention.

Buick wants to win the market of young people.

I guess it's trying to win the car market for young people.

Buick seems to have gone on its way.

There must be some new ideas.

The body should be beautiful and improve yourself.

There are a lot of young and bold models, suitable for young people.

In order to be younger, a lot of designs are designed that are in line with the aesthetics of young people.

Adopt a more youthful design to cater to the needs of this era.

The communication between Buick and young people shows the youthfulness of the Buick brand. In the view of Wang Yongqing, general manager of SAIC-GM, youth is a state that makes life fly, and flying is inseparable from strong strength support.

Strive to develop new young markets, and operate in favor of young people.

In the context of the global economic downturn, it is imperative for major automakers to change their strategies in a timely manner according to the current market environment. As we all know, Buick has always had no products in the compact SUV market, and in this context, Buick introduced the new Encora family. Gu Yebin said:

The two-car combination of these two products targets a wider market segment of the younger demographic, allowing them to be more selective."

Continue to carry forward its own Buick enough young enough promotion activities.

Buick introduces the all-new Encora family.

Striding into the young market, changing the traditional way of thinking, and serving young people.

It is intended to attract new young people to join, and at the same time, it is also to promote their own strength.

It is more inclined to young people and meets the needs of young people.

Aimed at younger users and meeting the needs of young people.

The products launched are more inclined to trendy customers, keep up with the pace of the times, and always look forward.

: The marketing strategy is biased towards old users.

: Highlight the "dream" and show the new image of the Buick brand.

It aims to attract fresh blood to join.

It is necessary to increase technological innovation and lead the intelligence of automobiles.

The main thing is to occupy the market of young people.

Buick needed to modernize its own cars slowly.

Change your tactical strategy to make yourself more competitive.

I think it's important to increase the visibility of the product.

I think it's okay to try to be yourself.

Buick should also focus on the research and development of emerging technologies.

More attention should be paid to the study of vehicles.

It is necessary to pay attention to the quality of the vehicle.

It is necessary to have its own planning route to enhance competitiveness.