AutoBeta(AutoBeta.net)12/28 Report--

2019 is a special year for FAW Pentium. Through constantly changing and brand-new brand marketing layout, FAW Pentium has made itself outperform the market and maintain the performance of rising sales. A few days ago, Meng Xianghui, general manager of FAW car sales Co., Ltd., will retire to the second line because of age and health reasons, and will be replaced by Xiao Xiao, the current head of commodity planning of FAW car Co., Ltd.

According to public information, Meng Xianghui once served as deputy general manager of FAW Jiefang Automobile sales Co., Ltd., and deputy general manager of FAW-Volkswagen sales company. Since 2017, he has been the general manager of FAW car sales company and started the work of the new Pentium brand. It can be said that Meng Xianghui is the witness and promoter of the new Pentium brand.

Xiao Xiao, the current head of the commodity planning department of FAW car Co., Ltd., who once served as the chief inspector of the Pentium X80 project and was the youngest senior manager of FAW Group, will replace Meng Xianghui.

As a marketing veteran, Meng Xiang has many years of marketing and marketing experience. Under his leadership, the Pentium brand has changed since October, and the continuous launch of new models has made it re-recognize its positioning, from the first model T77, to the second T33, to the T99, which was launched in November, and the pure electric C105 model at this year's Guangzhou Auto Show, all showing the road of Pentium brand reshaping. The style of the model is becoming younger and more acceptable to young people.

In addition, this year, the new Pentium brand has been adopting the mode of entertainment innovation in marketing, focusing the brand's attention on the young audience. In order to best meet the needs of the post-90s consumer group, FAW Pentium has experienced more than 20 major events this year. Almost all of them rely on "entertainment marketing" to attract young circles, including joining hands with "running Bar 3", Weibo Red Man Day and short video to bring goods, and so on. Constantly spread new brands through flow and exposure.

Obviously, the continuous introduction of new models, as well as new marketing methods, bring new sales to FAW Pentium has brought good results. According to the latest sales figures, FAW Pentium's cumulative sales reached 14067 vehicles in November, up 120% from a year earlier, setting a record for this year's best sales. From January to November, FAW Pentium's cumulative sales rose 43% from a year earlier to break the 100000-vehicle mark. Although the brand customized a sales target of 150000 vehicles this year, completing only 70%, it still outperformed the market, and it is not easy to steadily rise in the downward trend of the market this year.

Meng Xianghui said that in the future, Pentium will take about five years to return to the front-line camp of its own brands, and make use of the rising sales and brand power of the new Pentium to create 1-2 popular style products at the product level to form the brand's upward hard power. In the face of the changing wind direction of China's automobile consumer market, FAW Pentium also released four major product series of "B, E, S, T" this year.

For the release of the new Pentium only more than a year ago, it can achieve more growth than many car companies in the market environment, but because the models are not rich and the volume is not huge, there is still a big gap with some independent car companies. not to mention whether the new Pentium can return to the front-line camp of its own brands, but its performance this year is worth continuing.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat