Moving forward and breaking through Dongfeng Peugeot to accelerate the transformation to "customer-centric"

The brand has been renewed, showing the French charm of dynamic fashion; new products have been introduced to meet the needs and preferences of Chinese consumers; marketing innovation has transformed into a customer-centric approach... "Center" transformation, to achieve the brand's upward and then advanced.

Brand rejuvenation, full of dynamic and fashionable French charm

Last year, Peugeot announced a global rebrand with the unveiling of the 11th generation of the Lion.As an important founder and leader of the global auto industry, the Peugeot brand is accelerating into a new stage of development and becoming an "innovative brand with dynamic and fashionable French charm".

Following the pace of Peugeot's global brand renewal, Dongfeng Peugeot further promotes the implementation of brand renewal in the Chinese market, further conveys the brand's three core values ​​of "beauty, texture and dynamism", strengthens the positioning awareness of "innovative brand", and leads the "innovative brand". "New French" trend, opening a new chapter for Peugeot in the Chinese market.

As Peugeot's first model in the Chinese market to adopt the new lion logo, the appearance of the new Dongfeng Peugeot 408 will further accelerate the brand renewal process of Peugeot in the Chinese market.

New products to meet the needs and preferences of Chinese consumers

Based on the needs of Chinese consumers, Dongfeng Peugeot has accelerated the pace of new product launch since last year, and successively launched the new 4008/5008, 508L 2022 models, and 2008 THE ONE models in different market segments. car demand.

It is worth mentioning that Peugeot Global also announced on May 20 this year that the 9X8 hybrid supercar has entered a state of preparation and will soon be ready to participate in the 6 Hours of Monza Endurance Race on July 10.

Marketing innovation, comprehensive transformation to customer-centricity

In terms of marketing, Dongfeng Peugeot is also continuing to transform into a "customer-centric" approach, strengthening direct interaction with users and enhancing user engagement.At the launch conference of the new 408 debut, Dongfeng Peugeot not only built a virtual live broadcast space of the Aurora Sky through digital technology, but also set off the Aurora Green body color of the new 408 debut exhibition car, showing the product style.There are also the most beautiful football goalkeeper Zhao Lina and virtual human little lion girl Léa to help out.

As the honorary owner of Dongfeng Peugeot, Zhao Lina chose the new 408 mainly because of its high value, large space and concept fit.In terms of large space, Zhao Lina’s height is 188cm. The new Dongfeng Peugeot 408 has the largest body size in its class and an ultra-long wheelbase of 2730mm, creating a spacious and luxurious space, allowing tall girls to stretch their long legs more freely.At the same time, the new Dongfeng Peugeot 408 also brings a hearty driving experience with the golden power combination of the strongest 1.6T turbocharged engine in its class and Aisin 6-speed manual gearbox.In terms of concept fit, the propaganda proposition of the new 408 "be better of us" is also a reflection of athletes on the field. No matter what difficulties you encounter, as long as you go all out to be a better yourself on the field, then it is the real meaning. "Champion" on.

Léa, the little lion girl, is a virtual digital human IP specially created by Dongfeng Peugeot for users.Through the little lion sister Léa, Dongfeng Peugeot can interact with consumers in real time, thereby creating more forms of brand communication.Especially for young users, the image of virtual digital human makes the brand younger, more able to arouse the inner needs of users, generate emotional resonance, and better meet the new expectations of consumers for the brand in the "new retail" era.

In the live broadcast of the first show, the little sister Léa brought wonderful product explanations to the audience, and presented the dynamic and fashionable new 408 to the national audience in a vivid and clear manner, which was full of highlights.

Léa, a little lion girl from the Metaverse, has a superpower: everything people think and ask for can't escape her mind-reading skills, which allows her to better understand the needs of consumers, and she can be successfully selected as Dongfeng Peugeot. Little Lion Girl, the reason for standing with over 2.8 million users."Really understand everyone and bring more surprises to everyone" is her future mission.After the first show, the little lion girl Léa will continue to meet you as the little lion girl of Dongfeng Peugeot.Different occasions, the same purpose, just to bring more love and surprises to Lion fans!

On the night of the event, Dongfeng Peugeot also officially opened the new 408 pre-order channel. Consumers can make online reservations through the official platforms (Dongfeng Peugeot Super APP and the "Dongfeng Peugeot Lion Alliance" applet).This "new retail" model can eliminate information asymmetry, make prices transparent, and do not require bargaining, making it easier and more secure for consumers to buy cars.In the future, Dongfeng Peugeot will fully open the "new retail" model.

It is worth mentioning that if you pre-order the new 408 now, you will not only enjoy 9.9 yuan and a 2,000 yuan gift, but you can also immediately settle in the "Soxiao Community" and enjoy seven-fold courtesy.

"Soxiao Community" is an interactive platform specially created by Dongfeng Peugeot for "lion fans".The reason why it is called Sochaux is because Peugeot was born in Sochaux 212 years ago. Dongfeng Peugeot named the community Sochaux, hoping that every partner who settles in can feel the purest French charm of Peugeot.In this community, "Lion fans" can unlock various exclusive benefits, participate in various activities for riders, and interact online with Dongfeng Peugeot's products, services and brand leaders to create, co-govern, Share "New French New Experience".

Brand renewal, product innovation, marketing innovation... As an "innovative brand", Dongfeng Peugeot is accelerating its transformation to "customer-centricity" through a series of innovative measures.In the future, Dongfeng Peugeot will continue to focus on user needs, continue to create value for users from the dimensions of brand, product and marketing, strive to comprehensively improve user experience, and better serve the majority of "Lion fans", French car fans and Chinese consumers. By.