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With the rise of new energy vehicles, traditional brands have begun to respond to market competition through sub-brands and "small models", while new car manufacturers have rapidly iterated models to provide consumers with diversified choices. In this context, how car companies and dealers can better leverage their advantages to attract consumers has become the key to breaking through.

This year, BYD's Denza Auto and Fangchengbao Auto officially added dealers to join the channel model. Among them, as a personalized brand under BYD, dealers will also have different marketing models for the Fangchengbao brand. It is understood that dealers under Rundi Group have taken the lead in obtaining the sales channels of the Fangchengbao brand in the Beijing market. Jia Chunyan, chairman of Rundi Group, believes that unlike BYD's Dynasty series and Ocean series, which were previously aimed at the mass consumer market, the Fangchengbao brand faces "circle" consumers, whose consumption structure and consumption capacity may change. Therefore, for the Fangchengbao brand, Rundi Group is ready to adjust its business policy. "We will use the club method to carry out offline activities, and at the same time, we will strengthen consumers' off-road scene experience by targeting the off-road model positioning of the Fangchengbao brand." Jia Chunyan said that we must first follow the BYD brand strategy, and at the same time use our own advantages in service and marketing to promote the Fangchengbao brand to reach more consumer groups.

Volkswagen brand dealers are also facing the challenge of new brand marketing. Previously, Volkswagen introduced the ID. series of pure electric models in China. This year, Volkswagen Anhui's first model, ID. Yuzhong, also officially "entered the market". Beijing Jieyatai Zhongxing Automobile Sales Company, a veteran dealer of "North and South" Volkswagen, has recently obtained the agency sales rights of Volkswagen Anhui. For this "new face" of Volkswagen in China, in the view of Gu Yalei, an investor of Beijing Jieyatai Zhongxing Automobile Sales Company, Volkswagen Anhui and "North and South" Volkswagen produce different models. With the same concept as the new car-making force, ID. Yuzhong promotes it through a design concept that is closer to the current mainstream electric vehicles. "Not only are the product concepts different, but in addition to Volkswagen Anhui opening direct-operated stores in Beijing Heshenghui and Blue Harbor Business District, we have also become the current authorized store of Volkswagen Anhui in Beijing, and operate a delivery center." He said.

Tesla, which adopts a direct sales model, currently sells Model 3, Model Y, Model S, and Model X in the Chinese market. Although Tesla's models have been iterated, since no new models have been launched, how Tesla keeps its models fresh has become a focus of attention. In this regard, Tesla's Beijing regional sales manager Lu Yanan said: "Although there are no new models launched, the existing products are already in the best state."

Lu Yanan explained that Tesla provides car owners with continuous software update services through OTA air upgrade technology to ensure that vehicle functions keep pace with the times and are often used and new. Take air conditioning as an example. In the hot summer or cold winter, Tesla models can not only turn on the air conditioning and start seat ventilation/heating in advance, but also continuously optimize the air conditioning system through OTA air upgrade technology-from the cab overheat protection function in 2016, to the dog mode in 2019, and then to the camping mode, Tesla has been committed to improving the safety and comfort of vehicles through technological innovation, while bringing car owners a richer life experience. For consumers, the Tesla models they buy are self-"growing", and the vehicle functions and experience will gradually become richer. Lu Yanan said: "For consumers, Tesla's models are constantly updated through OTA online upgrades, so consumers who buy Tesla's products will not be outdated in the next few years of use."

Beijing Business Daily reporter Liu Xiaomeng