In the high-end interview room opened by Easy Car, Auto Sankei.com interviewed Wang Shengli, deputy general manager, general manager of sales branch and party secretary of FAW Pentium Car Co., Ltd.
The automobile industry is in the transition period, and the China automobile market is also accelerating its structural adjustment and transformation and upgrading, and has experienced a transition from "high-speed growth" to "micro-growth" or even "negative growth". At the same time, the concept of making cars is constantly upgrading, new automobile technologies are constantly developing, and innovative models and products are constantly emerging; In terms of product attributes, the car has gradually changed from a single means of transportation to an intelligent life carrier, and has been continuously integrated into people's life scenes, becoming a mobile intelligent space.
Wang Shengli believes that with the gradual saturation of the first-and second-tier cities, the low-tier market will make great contributions. In order to have a distinctive brand image and technical characteristics, FAW Pentium is driven by the dual rejuvenation of "design+technology" and has accelerated to become a "new force for making cars" for innovation and entrepreneurship. The design was updated and a brand-new design language "sexy surface of light and shadow philosophy" was released. Technical update, new technical architecture: the release of infinite equation FMA architecture.
Especially after this year's reform, "New Pentium" has become a brand-new innovative and entrepreneurial automobile company. The original FAW Pentium's powertrain, production, logistics, Mazda sales and other businesses were undertaken by the group, and a brand-new enterprise structure specializing in product research and development and marketing was established. In terms of development ideas, "New Pentium" will "focus on Pentium, travel lightly", focus on "customers, brands and products, marketing and innovation", and respond to market changes with innovative models and light lineup.
The following is an exclusive interview:
Automotive sankei: What is the background of the new third-generation Pentium B70?
Wang Shengli: There are several key words about FAW Pentium choosing to show this car at the Beijing Auto Show:
Foresight and forecast: At present, the "new four modernizations" are promoting the transformation and upgrading of the global automobile industry, and the higher expectations of a new generation of consumers for "better life and better travel" are pushing the definition of automobile to change from functional to experiential. By predicting these environments, we have created a brand-new third-generation Pentium B70.
Accelerate the transformation: relying on the rich technical accumulation of FAW Group, the brand-new third-generation Pentium B70 is used as the "engine" to create a new experience for national travel, and accelerate the transformation to an innovative automobile service provider.
Strategic Landing: In order to accelerate the growth of Pentium brand, FAW Pentium released the FMA architecture of infinite equation and a brand-new design language "sexy surface of light and shadow philosophy", which is driven by the dual rejuvenation of "design+technology" to accelerate the product and brand upward. The brand-new third-generation Pentium B70 is the first product based on infinite equation FMA architecture, which embodies the "sexy surface of light and shadow philosophy".
Carry out the promise: The initial intention of Pentium brand is to build an affordable, usable and dignified car for China people. On the difficult journey of innovation and development, FAW Pentium constantly adjusts its attitude, keeps pace with the times, and constantly seeks capacity breakthrough and brand upward. The brand-new third-generation Pentium B70 is another major breakthrough for FAW Pentium to honor its promise, strengthen "user experience as the center" and promote the brand with products.
Automobile production: What is the significance of the appearance of the brand-new third-generation Pentium B70 to FAW Pentium?
Wang Shengli: The revival of the brand-new third-generation Pentium B70 is a new step taken by FAW Pentium in the car market and a new charge under the new pattern. It will also create a new Pentium brand and win a new future; In the era when change breeds new machines, it opens a new situation of Pentium. Of course, it has further improved the product matrix of Pentium family and helped FAW Group to develop its independent business vigorously. At the same time, Pentium people glow with a new round of entrepreneurial passion and make unremitting efforts for Pentium to accelerate the realization of new vision.
Automobile sankei: Please explain the concept of "new national sedan chair". ?
Wang Shengli: Why do we position the product image as a "new national sedan chair"? It shows that it is mainstream, inexpensive, economical and practical, and can bring more experience value than its peers.
In terms of design, we think a good design must be moderate and attractive. The new third-generation Pentium B70 adopts variable curvature design, GT style hatchback, Ge element headlights and so on. It embodies the national tide culture and technology for users, and makes everyone impressed and unforgettable after reading it. This is called a new design.
The second is the new space. As a national sedan chair, you should not only meet the needs of your family, but also feel sexy and comfortable. It needs a slender body and a moment, and it needs to ensure a larger, more spacious and comfortable space.
The third is the new control. The first generation of Pentium B70 has good safety and quality, and the second generation is very good. On this basis, the third generation has a powerful FMA framework and is equipped with "the third generation 1.5T intelligent engine power" to enhance driving pleasure and further reduce fuel consumption.
The fourth is new safety, which adopts double E "ring structure and can be called" golden bell jar "for collision prevention. At the same time, it is equipped with as many as 14 ADAS functions such as traffic jam assistance and automatic parking system, which brings L2 intelligent driving experience to users.
The fifth is new intelligence, equipped with 3D holographic projection technology, mobile phone remote control and smart home interconnection. In order to bring users a more humanized driving experience.
Automobile production: there is some competition between SUV and joint venture. How to treat the development of independent brands in the automobile market?
Wang Shengli: The price of self-owned brand cars is above100000 yuan. To develop China manufacturing, we must break through some restrictions and bottlenecks in quality and technology. Because cars as a whole account for 47% and 48% of the total market, in such a large proportion of market space, if independent brands do not achieve brand advancement, as you just said, SUVs can be put together, and autonomy is really too backward in the field of cars. Cars, whether A-class or B-class, are occupied by joint ventures, and our car market share can't even reach 20%, and the share of SUVs is much higher. In fact, most car owners, especially the first batch of car owners, prefer the automatic driving mode. In the past four or five years, they have built a brand-new version and made this car at the same time, hoping to better meet everyone's needs for large wheelbase, large space and beautiful appearance.
Automobile production: Pentium brand has experienced many changes since its birth. How do you think the domestic automobile industry has changed during this period, and what kind of development will it have in the future?
Wang Shengli: Compared with more than ten years ago, the automobile industry in China is facing a brand-new competitive environment, with great changes in industry trends, product attributes and market structure.
In the industry, the automobile industry is in a transitional period, the concept of making cars is constantly upgrading, new automobile technologies are constantly developing, and innovative models and products are constantly emerging; At the same time, new energy vehicles and intelligent networking technology have been supported and encouraged by the central and local governments.
In terms of product attributes, the car has gradually changed from a single means of transportation to an intelligent life carrier, and has been continuously integrated into people's life scenes, becoming a mobile intelligent space.
In the automobile market, China's automobile market is also accelerating structural adjustment and transformation and upgrading, and has experienced a transition from "high-speed growth" to "micro-growth" or even "negative growth". In such an environment, we believe that the markets of first-and second-tier cities are gradually saturated, and the low-line market will make great achievements.
For brand competition, in the past, the competition between car companies was to fight for quality and cost performance, and now the competition is the comprehensive strength of the brand.
In order to have a distinctive brand image and technical characteristics, we take "design+technology" as the driving force and accelerate to become a "new force for making cars" for innovation and entrepreneurship. Design update, release a new design language "sexy surface of light and shadow philosophy". Technical update, new technical architecture: the release of infinite equation FMA architecture.
Automobile production: brand up, in fact, this process is still very difficult. What do you think is the way for the brand to go up, and what is the way for Pentium?
Wang Shengli: The key to quality improvement is the improvement of product quality. The core of our marketing is products. Without products, marketing can only be icing on the cake, not a timely help. If the product fails, nothing can be done. At the same time, the service should also keep up. We should pay attention to the user experience and continue to create more value for users.
Based on this, in the future, the Pentium brand will aim at constantly innovating the travel experience, and create experience content from products, content, communication, service, ecology and other aspects around the related scenes and emotional interconnection of people, cars and life, so as to enhance user perception and bring surprises to consumers in the continuous update iteration; in service