Dakar event marketing influences the auto market geometry?

Can we allow CCTV to broadcast for more than half a month, plus the attention of thousands of media across the country. What kind of propaganda has such strength? The 2012 Dakar Rally, known as the “jihad” of the rally racing world, will be held in Argentina, Chile and Peru from January 1st to 15th. The total length of the stage will reach an unprecedented 9,000km. As the most rigorous and adventurous motor sport, it is known to the world.

Famous Chinese drivers Zhou Yuande/Pan Hongyu (Pilot), Huang Fengge/Lang Min (Leader) will represent the team of Chengdu Rural Commercial Bank, Zhou Yong represents the Great Wall Haval SUV team, and Zhou Jihong/Liao Yi (Leader), Guo Hongzhi and Wei Guanghui will represent China. South America. The racing masters from around the world on the difficult and unusual Gobi Beach are about to undergo a thrilling “speed of life and death”.

Why car companies prefer event marketing

China's autonomous auto companies have always attached importance to and participated in domestic and foreign auto sports. It is reported that this Dakar is different from previous round routes. The Dakar line will be inserted into the Pacific coast from the Pacific coast. The scale of this challenge has also led to a corresponding change in the race schedule. For Chinese drivers, it is a feast. For domestic auto brands, they can make their voices on the big stage in Dakar, which is a huge boost to car brands. This is exactly what domestic auto brands need. of.

Lavini, chairman of the Dakar Organizing Committee, said that the changing dune terrain in Peru will bring more challenges to the players. Dakar has become the third-largest televised sporting event after the World Cup and Formula One racing, which has brought considerable economic benefits to the event organizers and participants as well as to the events local. According to a survey conducted by the Argentine government in 2010, the direct and indirect economic benefits were approximately 170 million U.S. dollars. A brand awareness survey conducted this year on representative demographics of the countries in the tournament also confirmed that 76% of the surveyed people had seen, read or heard about Dakar news, among the surveyed population. 65% of the respondents stated that they want to be able to visit Argentina and intelligence, which will bring about 200 million potential visitors.

"Environmental protection" and "sports into the future two major directions

Today's consumers are more mature than before, and many people already know what car they need: fuel-efficient, atmospheric, good-open, fast enough, cool, economical (compact), also known as "cars. Part of personality theory. Nowadays, the character of a car that can be expressed in China's motor sports includes good, fast, cool, economical (compact), and even fuel-efficient! In order to prove this point, I give a few examples. In the world, Subaru is relying on WRC to establish its own reputation for sports performance; in China, Fox has also established its own sports personality with ctcc. In the world, Honda is a sports image and has been recognized by everyone for a long time to participate in various events; but in China, Honda did not take the sports route, and only the Kyushu Accord was still in the top ten. a few?

Ferrari became famous through F1. Citroen was widely known by WRC. While the auto races have made achievements in the racing championship, they have also achieved a number of star car brands. Presumably, this is one of the reasons why more and more domestic auto companies are keen to join the auto sports. What is the use of Chinese motor sports? In the early days, it was basically impossible to promote immediate sales. But racing should be a topic, a carrier. First of all, the participating vehicles and brands have a sporty personality and use this element as a topic for publicity. Secondly, the location of these elements, including “good, fast, cool, economical (compact), and even fuel-efficient,” can let consumers know that you are a sports car! In other words, you always talk about your own sports and sports, but what race did you participate in? Don't talk about foreign events. Who knows what the car did when it was "localized"? Did you participate in the Chinese game? Have you participated in the championship?

The future automobile is two major directions, "environmental protection" and "sports". Can you explain these two problems without racing?

After the conversion, the car is not a commercial vehicle.

In addition, there is one point to be reminded that the car that participates in the Dakar race has a particularly high demand for vehicles due to the road's difficulties. In addition to the quality of the vehicle itself, special modifications are required. In the recent years of the Chinese riders' drive, most drivers chose domestic cars to refit. Most people may not understand that there is a big difference between the commercial vehicles sold in the market and the modified cars used in the competition. Pursuing the integrity of the product lineage has become increasingly blurred with the advancement of globalization and automotive sharing platform technologies. As the most dynamic market in China's own brands, the most important thing to ponder is: Technology does not innovate. How many years can we sell cars like Chinese cabbage? The same SUV off-road vehicle, people sell 1 million, we also call for 200,000. Is it just brand accumulation? Building a brand through an event requires a lengthy process that you insist on. The self-owned brand is self-reliant, so the author suggests that Dakar win over and the racing technology is more on commercial vehicles.