Tide running gene helps sales champion, Fit monopolizes the overall situation of the same-class car market at the end of the year

When it comes to hatchback cars, the Fit is always a topic that cannot be bypassed. The appearance is cool, although the size is small but the space is huge, and it can also play a variety of Sa Qi modification styles, so that the Fit has won the love of many young consumers, and it has also become the first car of many consumers. After the third-generation Fit was launched, the Fit was replaced with a 1.5L Earth Dream engine, and its power performance can be described as a seckill for the same level of models. Coupled with the super-high modifiability, the Fit has since transformed into a "GK5" national supercar. After 15 years of deep cultivation in the Chinese market and a total of three generations of models, on January 11 this year, GAC Honda launched the third-generation mid-term modified Tide Run series of new models. At the same time, the cumulative sales of Fit also exceeded the sales mark of 1 million vehicles at the end of August this year.

After the end of the Q3 quarter of the car market, the Fit became the biggest winner in the sales list of small cars, with 38,240 sold, an increase of 27% month-on-month; the POLO temporarily ranked second with 31,954 units, a decrease of 7% month-on-month. Behind this soaring sales is the unique product strength of the new Fit and the Fit Tide Run series.

The target consumers are gradually getting younger, and young people have a soft spot for Fit

In the context of the shrinking market for small cars, differentiated competition is particularly important, and Fit has used its reputation for supercars in the market to become the myth of "national supercars".

The reason why Fit is popular among young people today is that in addition to its high cost performance and reliable product strength, its strong modification potential is also the incentive for its strength to circle fans. In the playing car circle, Fit is an uncompromising modified Internet celebrity. The lower modification cost has made Fit once synonymous with JDM. In the era of JDM models, Fit can be regarded as a clean current. Youth is about having fun, and driving pleasure is not just 0-100. It can be said that Fit’s creative spirit infects every young person around.

Speaking of the charm of the Fit must start with the engine. The power combination of the 1.5L Earth Dream engine and the CVT gearbox takes into account the needs of power and fuel economy well. At the same time, this 1.5L naturally aspirated engine has an amazing 131 horsepower. This makes this Fit popular with many entry-level modification enthusiasts, and the great modification space makes the Fit famous overnight.

The Tide Run series Fit launched this year maximizes the playability of light modification. The Tide Run version is priced at 88,800 yuan, and the exclusive body color of Sky Blue is added. Compared with the ordinary version, the exclusive kit of the Tide Run series is added. Orange-red decorative strips are added to the front and rear bumpers of the body, which are matched with blackened wheels. The styling design is more sporty and visually impactful. This set of original sports enclosure components is undoubtedly less detours for modification novices. Cool front fog lights, dynamic and cool steering wheels, orange-red sewn seats, a series of configurations highlight the sporty nature of Fit vividly.

The price of the Tide Run + version is 93,800 yuan. On the basis of the Tide Run version, it adds an electric sunroof, an ice blue instrument panel, a leather steering wheel with orange-red wiring, paddle shifters, etc., with the common diffuser device on the rear racing car. In addition to providing a strong visual effect for the impact of the Fit body, it also ensures the stability of the vehicle at high speed. With the "SPORT" logo on the tail, it further strengthens the cool genes of Fit, but also highlights the sport and personality.

In fact, it is not difficult to find that the launch of the Fit Tide Run series must be related to its modification culture. As the first choice for modification in the hatchback field, the Tide Run series can be said to be a trendy and fashionable sports model prepared for young people. Fit’s modification culture can be said to be its essence, thus verifying the important position that modification culture occupies in the hearts of Fit riders. The reason why Fit can achieve such impressive sales results is partly due to its strong product performance, and the other part is undoubtedly due to Fit’s modification culture. Maybe this is the charm of Fit.

Brand marketing activities that best understand young people’s preferences

"Young", "practical", "easy to drive", etc., have been the magic weapons of GAC Honda Fit in the field of small cars for many years. From the appearance of a group of youthful post-90s marketing teams at the Guangzhou Auto Show to the test drive experience, which will become "NO BORDER tide running without boundaries", the new Fit is constantly releasing itself on the way to play with the "Sa" attitude.

At the beginning of this year, it completed the launch conference with a flash flash auto-tune remix-themed video of only 60s. The new Fit not only fits the young consumers better in the model, but also leads the young trend in the marketing form of the conference. Create an attitude that dares to show different personalities, is not bound by routines, and lives a "NO BORDER" borderless attitude.

In 2018 FIT DAY, in order to celebrate the achievement of millions of sales of Fit, the Guangzhou Tower, a landmark building in Guangzhou, held a million fan fun party in the form of FIT Wonderland, creating a cool party feast for Fit owners and Fit fans.

Just as Fit itself conveyed, it provides the best DIY way for young people who "love to play, can play, and are creative" to pursue trends from different dimensions. Behind such a theme activity with the concept of a million-fan fun party is the "Sa NO BORDER" brand spirit that Fit has always been.

Since entering the Chinese market for more than a decade, Fit has always gained insight into the trend of youth, personalization and diversification in the Chinese automobile market, and has become a model for young ethnic marketing. As a young and trendy model that can play, from a group of youthful post-90s employees marketing team at the Guangzhou Auto Show to the new Fit debut, to the test drive experience will become "NO BORDER Tide Run Borderless" tide party, to the 60S online conference, until today’s 2018 FIT DAY Fit Million Fun Party event, Fit is interacting with fans in different ways, playing a variety of different NO BODER gameplay with fans, and also conveying the pursuit of individuality, yearning for freedom and vitality. New values. It is precisely because of the "civilian supercar" like Fit that young people realize that car travel is no longer a distant dream. In the future, I believe that Fit will continue to make progress, play its charm beyond model positioning, and create sales milestones with Fit fans!

As the first choice for young people to buy cars, the price of Fit is 7.38-10 2,800 yuan, which is quite close to the people. It is the peak sales season at the end of the year. Friends who are ready to buy cars can go to the local GAC Honda 4S store to see the car for a test drive. Fit has prepared a surprising preferential price for you, not to be missed!