Test drive Geely icon: let invisible technology be seen

Recently, I chatted with a small partner of the marketing team of car companies. He is quite puzzled-what are the user portraits of various car brands that focus on young consumers after 90? It seems that everyone has a portrait, but the portraits are all the same and there is no division. It seems that all the younger car brands sell their cars to the same person, from BBA to 50 thousand yuan scooters. I casually replied-yes, no one is like! Then, when the "post-wave" was in full swing, we fell into a topic of how to accurately find young consumers and sell them cars.

Our unanimous view is that the brand superstition of the post-90s generation is weakening, and they pursue the self-identity value of "I think OK is OK": Is Yan value my dish? Is technology cool enough and fun enough? Is the car easy to drive? Therefore, for car companies, it is particularly important for them to see that they are "very promising" after the 1990s.

As a result, many car companies have fallen into identity value marketing. Everyone is trying to find the right platform, the right way to communicate and the right topic to export, so that their scientific and technological strength hidden under the cold mechanical appearance can be demonstrated.

On May 13, Geely Automobile held the ICON national media test drive in Anji, Zhejiang. In Beijing in 2020, I have never been out of the house, and my heart is quite tangled-where am I going? Are you going? Still going?

Finally, of course, I went. Time seems to have returned to four years ago. I was in Anji before the Beijing Auto Show. At that time, my particularly simple idea was that I had been brainwashed by Job for so long and wanted to know, "Is Job really as magical as the legend?" "After I came back, I gave Job a high evaluation and even sent out the feeling of opening a new era of Geely.

This time, the icon is also like an icon. Its early marketing succeeded in planting grass. I want to see how Geely communicates with the media and the public for such a car that is different from all previous models in terms of "appearance" and communication style. Meanwhile, what is the icon?

Before I talk about the product, I'll insert a short video.

In the video, Song Jun, the general manager of Geely Brand Sales Company, and Wang Bo, the deputy general manager of Geely Brand Sales Company, "beat two enemies to 600". The two bosses changed their previous "dignified demeanor" and properly played the "Tik Tok Fan", but this egg challenge was actually to show the 540-degree transparent chassis of Geely ICON. This video has been turned crazy in the car circle, and two related contents have gained more than 30,000 likes in Tik Tok 1 day.

HavICONg said so many opening remarks. In fact, the point I want to express is that after the test drive, I felt Geely Automobile's communication mode of "letting the invisible technology be seen". Give me some impressive examples.

1.540 transparent chassis egg challenge

Not only Song Jun participated, but all the media also participated. Geely regards it as part of the media experience of ICON test drive. My first experience with transparent chassis was on Land Rover's new generation Aurora. Although Geely ICON is not the first in the industry, it is the first in the industry within 300,000 yuan. The similarity between the two companies lies in the way of "camera monitoring road conditions+console simulation demonstration". The difference is that ICON has one more rear camera than Land Rover's three cameras, which allows ICON to monitor the road conditions under the chassis when reversing. Obviously, this back-and-forth "egg pressing" experience is much more interesting than pure reasoning. When we turned on the open road, we also found the 540-degree advantage brought by ICON transparent chassis-mom no longer had to worry about me pressing the curb! Here, as shown below?

2. APA+ automatic parking

Automatic parking is not a new skill. The fun of Geely ICON is that it can "draw parking spaces" by itself. When we choose to stop horizontally, vertically or obliquely, we can drag the "parking box" like Meitu Xiu Xiu to fine-tune the angle. Although the adjustable angle is not large, it is obviously better than the previous parking space, and I estimate that some users of ICON will enable this function for fun!

3. L2 intelligent driving

According to the official announcement, Geely ICON has 12 ultrasonic radar+1 wide-angle millimeter-wave radar +5 high-definition camera and 1 monocular camera, which can realize intelligent navigation of 0- 150km/h, lane keeping above 60km/h and 5-150.

On the test drive from Anji to Liangzhu, Hangzhou, about 50 kilometers, entrusting my car, liberating the dog's feet and semi-liberated hands (both hands only need to press the steering wheel gently) can really realize intelligent driving based on lane lines. What is commendable is that the direction correction of corners is "very comfortable", and there is no startled direction adjustment method that I feel in many vehicles. I thought to myself, in this state, I can drive to Beijing in one day.

4. Intelligent voice control

The voice control function based on GKUI intelligent ecosystem is really powerful. In this regard, Mr. Zhang Xin, the editor-in-chief of Intelligent Driving with Me, who has a say in intelligence, once asked him three questions about the soul of fuzzy semantic interaction: "First, I am hungry, second, I have a stomachache, and third, I want to shit." At present, most vehicles on the market can recommend nearby restaurants when asking for souls, and a few models will recommend nearby hospitals according to souls, but for the third question, only Hongqi HS5 is among all the tested models.

Later, I added four questions about the soul of "I am sleepy", and the Geely icon can still recommend nearby hotels. In a word, "good". Silently suggest that Geely can make a wonderful question and answer for this, and it should also be a fire.

5, antibacterial steering wheel

After the outbreak, Geely was the first to jump out and say that it would do "CN95 regulations for real vehicles of high-efficiency composite air-conditioning filter elements", and was the first to obtain the certification including "00 1", the highest level of China Automobile Research Institute. V group environmental certification "00 1" certification. Then, when other brands react to make "mask filter", Geely has already developed the concept of "healthy car" including hard-core technologies such as CN95 ecological purification cabin and comprehensive antibacterial steering wheel. At the event site, each test drive was specially labeled with a traceable QR code, and the source of filter element certification can be traced through the media scanning code.

At the test drive briefing, Geely invited Mr. Mei Jianwei, an expert from China Sterilization, Anti-corrosion and Mould Prevention Summit and an expert on new antibacterial biomaterials, to observe and test bacteria for 24 hours. The results showed that the bacterial survival rate of Staphylococcus aureus and Escherichia coli was 224675/346934RLU after 24 hours of ordinary steering wheel, and that of Geely ICON steering wheel was 7/ 15 RLU. To be honest, this difference will definitely impress all the media present.

6. Dynamic performance

Geely icon is a product of BMA platform. The test drive vehicle is equipped with a power system of 1.5TD+48V motor +7DCT, with a comprehensive power of 140kW, a comprehensive torque of 300n·m, an acceleration of 7.9 seconds per 100 kilometers, a fuel consumption of 5.7L per 100 kilometers, a transmission efficiency of 97% and a braking distance of100km/h 35m.

My first feeling after a day's driving is that the throttle is light, the shift is smooth, the start is quiet, the steering wheel has a moderate grip, and there is a kind of "relaxed" pleasure when driving. But the fuel consumption figure in most media is 5: 00 liters per 100 kilometers. The best car ran 4.0L with full load of three people and air conditioning.

These are just the tip of the iceberg. For Geely ICON with 100 black technologies, there are really too many "big technological surprises" to be discovered and seen. One day's test drive time is too short, so we decided to wait until the epidemic situation in Beijing stabilized before going to Beijing for a test drive. We must test the ICON for a long time, and then discover its hidden skills bit by bit.

Write at the end:

As Song Jun said, Geely's "all-round healthy car" is far more than a concept, and it will become a healthy achievement that consumers can truly experience and enjoy. On the icon, Geely has been pursuing the same product and communication concept-technology is not the data and ideas in the laboratory, but the real existence of temperature, expressiveness and perception. The parameters should never stay in the table, but should be in the pleasure that every driver gets.

Back to the opening topic, when we are at a loss in the marketing black hole where consumer portraits gather, when we don't know how to find out from the endless "aftermath" of Qian Qian, perhaps, letting ourselves be seen is the most direct way.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.