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On December 15, at the product brand conference held by FAW Pentium, FAW Pentium released a new product logo, as well as two new cars, the 2023 Pentium T99 and Pentium T77, with the new logo. Among them, 2023 Pentium T99 launched a total of 6 models, the price range of 134900-186900 yuan, 2023 Pentium T77 launched a total of 2 models, the price of 114800-123800 yuan.

At the press conference, Lu Yu, deputy general manager of FAW Pentium car Co., Ltd., said that if FAW Pentium has formed a stable foundation and system in the fields of research and development, manufacturing, marketing and service in the past 16 years, then, the release of new product brands and product logos is another new starting point for FAW Pentium to return to zero and make every effort to create a "user ecology".

It is worth noting that it is not the first time for Pentium to change the brand new product logo. It is understood that when the Pentium brand came out, it was based on the red flag brand, so it used a "1" car logo, like a thumb, but also like a small red flag fluttering in the wind, very classic, and it was also a time when the Pentium brand was well known. In 2011, Pentium B70 upgraded to market after the full use of FAW "Eagle". In 2018, the Pentium logo was changed to the new shape of "window of the World", which is carried on T-series SUV models and B-series sedan products. Last year, at the FAW Pentium 15th Anniversary Exhibition and the new brand strategy conference held by Pentium, FAW Pentium once again released a new brand LOGO. It has been less than two years since the last time.

Relevant data show that the Pentium brand was founded on May 18, 2006. it mainly produces SUV and car models, including Pentium B70, Pentium T77, Pentium T55, Pentium T33, Pentium T99, Pentium T99 and Pentium B70S. LOGO has been changed frequently for more than ten years since its establishment, but its sales have been lukewarm all the time. Although there was a period of excessive glare in 2019, cumulative sales reached 120500 vehicles, up 33 per cent from a year earlier. But FAW Pentium's sales fell by more than 30% in 2020, with cumulative sales of only 80100 vehicles in 2020. Sales continued to decline in 2021, with only 57773 units sold for the whole year.

According to FAW Pentium's plan at last year's strategy conference, it will launch more than two new models a year from 2023 to 2025, completing the layout of eight traditional energy products and five new energy products. To achieve sales of 300000 vehicles by 2023 and 600000 by 2025, while challenging the sales target of 1 million vehicles. Judging from the current sales situation of FAW Pentium, it is not easy to achieve sales of 300000 vehicles. Relevant data show that the cumulative sales of Pentium from January to October were 55000.

In fact, in the past two years, in addition to depressed sales, FAW Pentium also has a lot of complaints about its models. According to the third-party complaint platform, taking the Pentium T77 as an example, the problems reflected by users in the past two years are mainly focused on engine failure lights, engine flameout jitter, cooling system failure, oil emulsification, service and so on. Frequently complained by users, to a certain extent also affected the sales of Pentium in the market.

FAW Pentium replaced the brand-new logo behavior to express the meaning of breaking with the past and starting anew. However, the move of changing the logo once every three or four years is not conducive to the development of the brand from an objective point of view. After all, changing the standard is not conducive to brand precipitation, the degree of brand recognition may be lower, after all, in the case of insufficient user base, it is more necessary to spend a lot of money on marketing to expand the recognition rate of the new logo.

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