Seeking classic automobile planning cases

1, Excelle HRV creates a healthy and leisure image.

Main character: Shanghai General Motors

Keywords: Excelle HRV listed

Case introduction: 10 On June 22nd, Shanghai General Motors released the Buick Excelle HRV with the theme of "Activating Your World" in Yalong Bay, Sanya, Hainan. The deluxe version 1.6L automatic sunroof will be introduced in advance, and the price is 136800 yuan. This brand-new coupe-style large hatchback mid-size car caters to the new concept of urban health, leisure and vitality with its five-door hatchback dynamic modeling, abundant elastic space, fashionable interior and efficient power, and quickly set off a hatchback craze among the industry and consumers.

Campaign advantage: HRV is a cutting-edge car in young cities that advocates health, leisure and vitality. The target car owners are mainly young single men and women or Dink families that advocate energetic life. Health, leisure and vitality are the real meaning of the name HRV.

In order to reflect the unique charm of this new car, Shanghai GM has taken great pains in the release time, release location, environmental climate and performance mode of Excelle HRV. At the press conference, Shanghai GM creatively demonstrated the charm of HRV with the activation of puppets: in the face of such a brand-new hatchback coupe that is full of vitality and exudes health and leisure, even the cold and rigid puppets were moved and produced vitality and passion.

Shanghai GM specially invited the increasingly popular young actor Sun Li, photographer Liu Ruohan, dance coach Yang Yang and professional designer Yan Wang to speak for the people, and compared the 16 puppet to outline the colorful life of the drivers and passengers.

2. Changan CM8 new concept is listed.

Protagonist: Changan CM8

Keywords: new concept MPW

Case introduction: On September 16, Changan CM8, a brand-new MPW concept with independent intellectual property rights independently developed by Changan Automobile, went on the market. The release of Changan CM8 can not be separated from Changan's design tenet of "working with heart and living with heart". At the same time, according to the design concept of CELF(C-City City, E-Eco, Energy Conservation and Environmental Protection, L-Life Life, F-Fashion), according to the actual needs of automobile users, combined with the current fashion elements of China city, it is specially customized for "urbanites". Changan Automobile said that at present, "live with your heart and work with your heart" has become the living standard of "urbanites". It is believed that this Changan CM8 urban multi-purpose vehicle will continuously improve people's quality of life and meet people's various needs, and at the same time, it will become another new trend that leads the continuous development of China's automobile industry.

Battle advantage: Changan CM8 city utility vehicle independently developed by Changan Automobile integrates the functions of the above models. As a result, Changan creatively initiated the new concept of "MPW", which not only has a completely different market positioning from its traditional strengths such as "MSI", but more importantly, Wang Changan, a mini-car, broke through the field of mini-cars and took the first step of independent research and development. These are all for Chang 'an. Changan CM8 adheres to the design concept of CELF and caters to people's idea of enjoying life. Its elegant and fashionable appearance, strong power and intimate design integrating business, home and leisure functions not only meet the market demand, but also bring more fun to people. Industry analysts believe that the appearance of this car will not only bring a higher quality of life to urbanites, but also mark the further enhancement of the independent research and development strength of China automobile industry. What's more commendable is that Changan has also created a new concept of China automobile market-MPW.

3. Toyota builds the image of "Guangzhou citizen"

Protagonist: Toyota.

Keywords: Guangzhou is my home, and Toyota loves everyone.

Case introduction: In the second Guangzhou International Auto Show in 2004, Toyota Motor attended in the form of a large group and exhibited more than 20 models represented by Crown and Lexus GS430. South China market has always been Toyota's largest and most important market in China. Toyota's first large-scale "show" in its central city of Guangzhou was remarkable in all aspects. First of all, in terms of hardware, the floor space and scene packaging have been greatly improved. Secondly, the leaders of several major Toyota projects in China, including FAW Toyota, GAC Toyota, Toyota (China) Co., Ltd. and Toyota China Office, were almost all present. Moreover, it is precisely because there are so many important people and events that media reports will naturally be generous.

Election advantage: First, the foundation stone of Guangzhou Toyota Engine Project was laid, and then Guangzhou Toyota Vehicle Project was officially listed. Toyota participated in Guangzhou Auto Show as an international A-class auto show, revealing the confidence of "I am family" everywhere. Toyota's participation in this exhibition is based on the keynote of "truly becoming a member of Guangzhou, the largest automobile market in southern China, and truly becoming a new enterprise citizen in Guangzhou". Toyota fully demonstrated its corporate strength and brand charm in China this time, which can be said to be a very successful public relations case from a strategic perspective, integrating corporate image building and product brand building.

4. "Reward" Yangcheng "Driving Pioneer"

Main character: General Motors China Company.

Keywords: "education marketing"

Case introduction: From August 17, a series of traffic safety activities "Be safe and go further" jointly organized by the Traffic Police Detachment of Guangzhou Public Security Bureau and General Motors China Company were launched in Guangzhou. The activity lasted for one month, and the main content was to select "safe driving pioneers in Yangcheng", which was divided into two parts: automobile safety knowledge quiz and automobile driving skills. The final winner will receive the title of "safe driving pioneer in Yangcheng" and a Sail car.

It is understood that the "Be safe and go further" traffic safety series held in Guangzhou is divided into two parts: the car safety knowledge quiz and the car driving skill competition.

Election Advantage: This is the first large-scale publicity activity jointly organized by the public security traffic police department and automobile enterprises in Guangzhou with the theme of safe driving, which reflects the positive trend of all sectors of society participating in traffic safety and plays a positive role in improving the traffic safety awareness of citizens, especially drivers.

On may 1 this year, the road traffic safety law of the people's Republic of China was officially implemented. The traffic police detachment of Guangzhou Public Security Bureau hopes to popularize new traffic regulations among drivers through this activity.

General Motors is currently the largest automobile manufacturer in the world, and has been committed to promoting safe driving for a long time. Not only has it been committed to applying the most advanced safety technology system to Buick, Chevrolet, Saab, Opel and other brand cars owned by GM, but it has also actively carried out various activities around the world to promote and publicize the concept of safe driving.