Li Yuyang? Sir? Senior vice president of Stellantis group? General Manager of DS China
Li Xinyang:?
Thank you for your time, and thank you for your attention to DS brand all the time. Our cooperation with UCCA began when DS9 went public. We are very happy to attend the opening ceremony of UCCA Edge when DS3 goes on the market. We also hope to continue our cooperation in the future.
Today is Xiaoman, "Xiaoman is not full, infinite possibilities".
Q: The listing of DS 3 is the beginning of the electrification of DS brand, so what actions will DS brand take in the future?
In addition, what is the original intention of the cooperation between DS and UCCA, and what considerations are based on it?
Zhu Weiqi: Thank you for your question. This is the second cooperation project between UCCA and DS. Art and brand go together, it must be a luxury brand. DS is such a luxury brand. From French elegance to electricity, it is the pursuit of lifestyle and aesthetics.
The Ullens Center for Contemporary Art has been in China for the fourth year. Many people will wonder, why should we open another art museum in Shanghai? Our mission is to make art go deep into life. Life has a lot to do with cars and travel, and it can produce many songs. We also discussed with Mr. Li for a long time, hoping to choose a special day when the children are not full, so that the future can be expected.
We are full of expectations for DS 3. On the one hand, it is because of electricity and environmental protection; On the other hand, Gaoding aesthetics is perfectly combined with automobiles. Starting from Gao Ding's aesthetics, we invite artists to create with DS 3 as the source of inspiration.
We hope that from the perspective of product empowerment, we can go deep into products and combine luxury goods and industrial products perfectly. Many top brands will also have their own foundations, art collections and keep in touch with artists. Li and I also agree that the cooperation between the two sides is not one-off, and we hope this cooperation will continue.
I really hope that you can give us some suggestions, so that the cross-border can really break through the category of the minority and enter everyone's life.
Li Xinyang: When we first came into contact with UCCA, we paid attention to many resources. I reorganized the brand after I took office. See which brands meet the demands and people of ds. UCCA and DS brands are very consistent. For example, two people falling in love is called "love at first sight", and both DS brand and UCCA have this feeling.
First of all, UCCA is a platform for artistic diversification. Second, the concept of UCCA brand is to integrate art into life and change life. This is consistent with the direction of DS.
DS？ How is the brand different from other brands? We hope everyone will feel it at today's press conference. We expect this brand to make the whole world slow down, calm down and fully enjoy your life. This is the way for DS brand to go in the future, which is consistent with our genes, product characteristics and future population.
In today's China, "the minority is the masses". We think this combination is very good for both sides. The running-in between the two teams is also very smooth. We are all looking forward to further cooperation opportunities. We choose not only partners, but also teams.
This year, the growth of the domestic electric market, electric vehicles1-March cumulative growth of 330%. In Shanghai, PHEV rose by 180%. For DS? As far as brands are concerned, new energy sources have been laid out several years ago. Today you will see our formula? E racing car. Formula? E is equivalent to the formula of electric vehicle industry? 1, we are the only team that has won the championship for two consecutive years. Last year, we locked the championship two rounds ahead of schedule.
Formula? The core technology of e team is e tense. DS3 is the first electric vehicle we brought. The DS 9 launched in March has PHEV models, all of which adopt E-TENSE technology. We follow the trend of market changes, constantly look for users and have a better dialogue with consumers.
Q: At present, there is a trend that technology is a new luxury. For DS, what do you think of the relationship between Gaoding's aesthetic luxury and new technology luxury? Do you think there will be conflicts between the two?
Li Xinyang: Many media friends keep giving me advice. DS, don't talk about luxury. Although you are a luxury, consumers don't think so.
We are considering this problem. DS brand is a brand from Paris, and its DNA has not changed. Maybe we didn't do well on one hand. Whether it's products or communication, or our target population.
At today's press conference, you will hear me say this word: one is called left feeling and right desire, which are these two cars, DS? 3 left bank edition and DS? 3 right bank version;
One is called externalization and internal wisdom. Externalization refers to appearance. The value of DS 3 is very high. Its irregular appearance on the side will definitely attract other car companies to learn from us, and many girls will like this car very much. In addition, we cooperated with UCCA and specially invited UCCA's invited artists to design high-definition art paintings, so the appearance is very beautiful.
Neicong adopts E-tense champion technology, so it is a beautiful and fashionable car.
If someone asks us the difference from other brands, we still emphasize the word "Gaoding" more. Our positioning is a unique Paris Gaoding automobile brand.
I read an article this morning, BBA turned left and then right. We have a similar feeling, catering to the diversified direction of the whole market. On the left, you can see all the streets. On the right, there are a group of elegant and refined partners like UCCA, who like cars like DS. It's elegant and the technology is good. Our technology is not piled up, but optimized, high and in line with the user population.
Q: How will the brand be sorted and laid out in the next step?
Li Xinyang: We think about how to communicate with consumers better every day. The main starting point of my work is how to serve the end users well, how to build channels, how to make brands and how to configure products. How to form1+1> interactively; 2 situation. First of all, we have positioned the unique Paris Gaoding automobile brand.
Secondly, what is the highlight of this brand positioning? Gaoding aesthetics is very important to me. We make full use of the cooperative relationship with UCCA and the cooperation between DS7 and Dunhuang. If the epidemic situation improves in the future, we will also have the Louvre and Paris Fashion Week, so that friends who are concerned about ds can perceive the brand at close range.
The other line is electronic tense.
We are going to test drive the power control and chassis parts. Love is on the left and things are on the right; An emotional line, a body line; One is the high-definition aesthetics of aesthetic design, and the other is the E tense of science and technology, which are gradually coming out.
The second is that the network work is going on constantly, and the dealers are willing to come with us. When I first took over, frankly speaking, the dealer's situation was very poor. After a few months, everyone felt that this team was very promising and had a rich brand product line. Everyone is willing to go together. At the same time, we have developed new network resources and six new distributors have joined. We have built a combination of first-and second-tier cities and sinking markets, with different routes and different products. At the same time, we are also doing some new ways and ideas, and DS 3 will be limited to cities.
We reorganized DS Plus, and in the fourth week of every month, we will make a DS? On Friday, those who are interested can pay attention.
Tonight we will release DS3, and next year we will welcome DS4 and the brand-new DS7. With the DS9 already on the market, the vehicle matrix will be more perfect. After getting the brand tonality right this year, implement it again.
Q: How to interpret luxury? As far as cars are concerned, people often say German luxury, American luxury and Nordic luxury are all talking about their own luxury. I talked about this in France just now. How to interpret luxury goods in the future can let everyone know that it is indeed a luxury. Many consumers think that German BBA is a luxury brand, while others don't.
Zhu Weiqi: When we first thought that two brands could cooperate strategically together, Teacher Li joked, Do you think art is a luxury? Everyone knows this problem. In fact, many people understand the significance and value of China's art and real reproduction, and the price they are willing to pay is different. By learning from Mr. Li, I also found that French car companies, especially DS, have been insisting not only on value, but also on how to understand aesthetics and artistic works with an aesthetic attitude, which is why we are willing to cooperate with DS.
We don't cooperate with the most expensive artists. The most expensive does not represent the market trend and the choice of art galleries.
Our exhibition is not luxurious at all. Each ticket 100 yuan. We are willing to open this door to everyone with aesthetic and artistic aspirations. Some sports sponsored by online celebrities are called "art is around", and security guards and cleaning aunts regularly invite them to art galleries for free because of their spiritual beauty. When you have this knowledge, your lifestyle will get extra points, that is, luxury. Therefore, I agree with the elegant aesthetics of French style. If you just want to find a label, such as art, in fact, every brand can cooperate with art, but what does French elegance mean? I think it is through the deep cooperation between artists and brands and the way of telling stories together.
Today's opening ceremony is very luxurious. Why luxury? On the left is Formula E racing car, and on the right is Gaoding Aesthetics DS? 3。 Is the art gallery luxurious? Yes, because we have invited world-class artists from China. These people tell stories and express their views on our way of life. We hope that in this way, future car owners will realize who they are with, and this circle is luxurious.
Driving to our art museum has a VIP visit, and you can also enjoy children's exclusive services and courses to enlighten the aesthetics of children and families. In terms of experience, it will have more lifestyle balance than other functional luxury cars, which can attract more people to join us. They can afford a better car by themselves. If they agree with the brand and the lifestyle they advocate, they are willing to be our friends. From this point of view, it can make many