Chapter 971 - Marketing
Chapter 971 – Marketing
After Lunar New Year, Liu Michael sent the amended design for Genie over personally to Feng Yu. When Feng Yu saw the new designs, he gave Liu Michael a thumbs up.
Liu Michael’s design team is capable. The design for this car is beautiful, and the boot size had been increased. The rear passenger seats can also be removed according to the owner’s preference.
Everyone in the meeting was satisfied with the design. They did not know that cars can be designed this way, and their confidence in this model increased. Their target of 150,0000 units this year should not be a problem!
“Wang Taiwei. Get ready to start our marketing!” Feng Yu said to the Chief of the Automobile marketing division.
……
When most people return to work after the New Year holidays, they are still in a festive mood, and not very efficient.
Most of the workers were drinking tea and reading papers at their workplaces. They noticed an advertisement, which only has a few sentences.
“Many people own cars. Do you want to own one?
“If your monthly salary is over 2,000 and can buy a car, will you buy one?”
“Do you believe that a car cost under 30,000?”
These few sentences sparked the curiosity of the readers. They quickly flip to the other pages of the papers but could not find anything else. What are these three questions? What do they mean?
A car that costs under 30,000? Only second-hand cars, which are several years old, will cost that price. You can own a car with a monthly salary of 2,000?! What a joke! Only people whose salaries are over 5,000 RMB can afford to own cars, and it’s the bosses or leaders that can afford it.
Government servants that are earning 2,000 RMB and above are at least a team leader. They are considered doing well if they can afford a motorcycle, let alone a car.
For one week, this ‘3 questions’ advertisement appeared in several major papers, and some readers called up the newspaper agencies to ask about it.
The agencies replied that the answer would be revealed in two days. Please wait for it.
After two days, the advertisement changed. It is a full-page advertisement, showing a picture of a car. This car is cute, beautiful, youthful, and vibrant, unlike the rest of the cars in the market.
On the first day, the picture is showing the front of the car. On the second day, it showed the side of the car. On the third day, it showed the back of the car, and from the fourth day onwards, the advertisement showed the interior.
The readers realized that it is a car advertisement. But which automobile company is so stupid? Why don’t they put all the pictures together in one advertisement? A picture a day is a waste of advertisement fees.
But the readers did not notice that they had been looking forward to looking at a new picture of the car every day. If the advertisement is showing the same picture every day, they will get bored after three days.
The readers found out that this car model is called “Genie,” and the logo is using its initials, ‘JL.’ It is not a beautiful logo but can be easily remembered.
After two more days, the readers knew this model is manufactured by Bing City Machinery Company. It is the company that produces Songjiang Motors’ cars. Before Lunar New Year, the news reported that they are the first Chinese automobile company to export their technologies to Russia.
This new model is produced by this company? No wonder it is so well-designed, and Only a company like Bing City Machinery Company can design this car. The rest of the automobile manufacturers’ cars look so dull.
Many readers start to go through their old newspapers. What did the first advertisement say? A car that costs under 30,000 RMB? Impossible!
The automobile companies also noticed this model. Competition is stiff in the automobile industry, and they must monitor their competitors closely.
At first, the other automobile companies thought nothing about the first advertisement. They felt it is only a marketing tactic to attract readers. They had to admit that the advertisement is quite successful in attracting the reader. Still, a car can’t cost less than 30,000!
Soon, the advertisement showed the retail price for Genie. 29,900 RMB!
The price is less than 30,000, and everyone was shocked!
If this car is produced by a small factory in the countryside, it might still be possible. But this car is produced by Bing City Machinery Company, and Bing City Machinery Company is famous for its quality. They will not produce any inferior cars that will affect their reputation.
Is this car really being sold for 29,900 RMB?
How can a car cost so cheap, and how can the dealers make money? Bing City Machinery Company does not want to make money from this model? Is the cost of this car around 20,000 RMB?
Can a small car be produced with 20,000 RMB? The performance of this car must be lousy!
But when the specs of this car are revealed, the other automobile companies were stunned.
This model uses 1.0 Turbo engine, and the power is equivalent to a 1.3L car. It might be small, but the interior is spacious, and the top speed of this car is 125 mph. It uses a 5-gear Manual transmission, and it is fitted with an air conditioner!
The full specifications of Genie are on par or even better than FAW’s Xiali!
At this time, the TV stations start to show Genie’s advertisements. A young man and a young woman met at a parking space and exchanged looks, hinting at the start of a love story.
The advertisement’s message: Songjiang – Genie. The first choice for young adults. The first car in my life!
The sentence ‘The first car in my life’ hit the hearts of many people, especially the youngsters. Many of them wish to own a car, but the cheapest car in the market cost around 100,000 RMB. Most of them cannot afford it.
But this car cost less than 30,000 RMB. If they get a car loan, they can drive the car away immediately, and the monthly installments are less than 1,000 and can be repaid in two years. A monthly salary of 2,000 RMB is enough to buy this car.
Many young adults become interested and felt they would be popular with girls in this car!
This car might be cheap, but it is made by a reputable manufacturer. This is a brand under the Bing City Machinery Company and produced from Songjiang Motors’ factory.
Have you heard of Songjiang Rongyao? The retail price of this model is 1.8 million, and you must book in advance!
Furthermore, this company was exporting its cars and had set up a joint-venture factory in Russia. This is the top automobile manufacturer in China, and this Genie should not have any problems.
The advertisement had stated that this model could be sent to all Songjiang Motors dealers for after-sales services. That means the quality of this car is guaranteed.
Why did Feng Yu make this marketing campaign? First, it is because the factories are still calibrating their production lines for Genie. Another reason, he wants to create a hype, and let more people notice this car.
Feng Yu succeeded!
The 4S shops are receiving countless calls to make bookings to test drive Genie every day. On the first day of launch, the dealers sold a few dozen units. This model’s sales should surprise everyone this year!