How Can The Fastest Sports Car On Earth Find Its Owner (2010-06-29&Nbsp; 15:29:27)

This is the fastest sports car on land now.

Maybe you never have a chance to drive a super car to 407 kilometers per hour, but such amazing speed will make everyone's blood boil.

"I did open it. At that time, I reached 350~370 kilometers per hour, and very quickly, everything was going backwards behind me. I had to drive very carefully because the object in front of me did not know where it was in a moment."

Bugatti automobile sales, market and

This super sports car is Bugatti air navigation 16.4 Grand Sport-W16 engine, 1001 horsepower, from 0 to 100 km acceleration time less than 2.7 seconds, correspondingly, the braking distance from 100 to 0 km is only 31.4 meters, just 2.3 seconds.

In April 23rd this year, at the Eleventh China (Beijing) International Automobile Exhibition, its appearance attracted many people's attention.

"In China, there are two cars in the mainland and two in Hongkong," Elist Stuart told reporters in the interview.

In April 23rd, on the opening day of the Eleventh China (Beijing) International Automobile Exhibition, the super sports car worth 1 million 650 thousand euros (excluding tax, value-added tax plus luxury tax equivalent to a car price) was ordered on the spot.

Some people figuratively call Bugatti Veyron "4 wheels are worth a Porsche, and a foot brake will cost hundreds of Yuan".

At the Ninth China (Beijing) International Automobile Exhibition in 2008, Bugatti Veyron was first exhibited in China. On the day of the exhibition, Yin Xidi, the little childe of Yin Mingshan, chairman of Chongqing Lifan Group, ordered an order of 25 million yuan.

The Lifan Group invested 30 million yuan in 2009 for its football club, which is almost a year's cost for Lifan football club.

Wei Hang series has limited sales of 300 vehicles, and now it has sold 260 vehicles.

Wei Hang 16.4 Grand Sport Limited sales of 150, and now the number of orders exceeds 30 vehicles.

This high-end high-end sports car is destined to have an unusual marketing strategy, which is different from luxury cars Ferrari and high-end brands.

Dialogue:

New marketing: we all know that Bugatti is a luxury car in luxury cars. So what value does bugdi have to attract consumers to spend huge sums of money? How does bugdi locate the target consumer group in China? What kind of group is this group? What is the difference between them and those in Europe and America?

Alice: our aim is "art, form and technology". Bugatti is a work of art. Its value is embodied in the perfect and harmonious combination of the three.

In design, the appearance of the car is very good, very creative, and the performance is excellent. It can drive at a very high speed.

Ugatti himself is not a pure work of art. In fact, it applies art ideas and artistic spirit, including fine arts and handwork, to the design and manufacture of cars. It is not art for art sake.

In short, it is a perfect combination of art and technology. This is our special positioning for Bugatti.

It doesn't mean that you spend a lot of money on it. In fact, these top luxury goods have the value of connotation.

So what is important to us is the high level of the whole process, manual quality, technology and engineering and the organic combination of them. This is what we should stress.

When it comes to target consumer groups, consumers in China and Europe and the United States are not particularly different.

We find that people in China who are very rich are very privacy conscious and unwilling to publicize. This is our problem.

However, no matter which country from the world, our customers, the first is car collectors, most of them have 20 or 30 different styles of cars; second are fans of cars; third are the older billionaires, because you have to accumulate a certain amount of money to afford Bugatti.

I want to add that age is almost 40 years old in China, and Europe may be 45 or older.

"New marketing": Wei Hang 16.4 Grand Sport Limited sales of 150 vehicles, then targeted at

Alice: first of all, we need to estimate the number of millionaires over 1 billion yuan. According to reports, China now has 51 thousand billionaires.

But not all of us are interested in cars.

Maybe someone is passionate about cars, some people like private aircraft, some people like artworks, some people like to do charity after having money, so you have to choose from 51 thousand people to see how many people can really become our customers.

At the beginning, of course, there is a conversion volume, from a large number to the last person who bought it, I am afraid it is 50~60 people at the beginning.

We feel that we should sell 2~3 cars every year in China, which is our expectation.

For example, last year, at the 100th anniversary celebration of Bugatti in Shanghai, we had a Party, and about 100 people were invited to participate.

There are potential target consumers, and some stars, finally invited several people to test drive.

They already own cars. They are all Ferrari and so on.

Finally, he was invited to France for 5 people, eventually bought for 1~2 people.

We have entered China for two years, and have established a sound infrastructure and sales network.

Bugatti is getting better and better understanding and more and more secure in service, so more people are willing to Maibugadi.

What I want to say is that despite the global financial crisis, this kind of top luxury goods will not be greatly affected by the market depression or change.

New marketing: how to determine the brand marketing strategy of this kind of top luxury cars? Apart from the conventional way of promotion, what are the special ways to reach the target audience? Did Bugatti enter the Chinese market from 2008 to the present, did you take any special marketing means to increase sales?

Alice: we are all targeting customers one by one, because these customers are very private. They don't like to crowd in groups. They don't like big Party, but they like small activities.

So we have to set our goals very narrowly and find these customers very carefully, and our sales cycle is very long. We need to gather a lot of information, including some technical docking, such as how Bugatti works, how to open and after service, and do a lot of work to find customers.

You have to make up your mind to go one step at a time, go through the whole process, and finally reach the other side of success.

The first step is to find out which customers are likely to become your customers, then see if they have enough spending power, and whether there are corresponding mechanisms or conditions, is it the type of customers we want?

Then there is the warm-up stage, such as brand knowledge and product information.

If you feel hopeful, you can invite them to our factory location to see how the car is made, and further communicate details.

Over the past two years, we are gradually learning, understanding and understanding the Chinese market.

Buyers are more concerned about the quality of cars and what technology they use. We have learned about this different interest.

What materials, characteristics, value and after-sale service are different, so they will have different behaviors.

New marketing: how do you understand the relationship between sales volume and the value of top luxury brands? Do you have any plans for cross-border cooperation with fashion brands or art brands in the future?

Alex: in fact, the two are closely related, because your quantity is very small, and it is the top luxury, so you must have high value, and the highest price is a voucher for you to enter the super luxury luxury club.

We do not exclude the possibility of cross-border cooperation, but the two brands must match very well.

If there are other brands that can be shown to have a natural connection with our brand or there is a source, we will seriously consider it.

But it must be a very suitable cooperation, because such cooperation is conducive to brand extension.

But we must never go to extremes and stretch endlessly.

It is very suitable for Hermes to cooperate with us.

The two brands have a historical origin and have worked well in the past.

Mr. ugatti and Mr. Hermes were friends at first. They produced products for each other's brand.

And the two brands have never worked with other brands in history. We are all independent brands and match each other very well.

In response to the market, first of all, the media responded well, and the media were very interested in the cooperation between the two brands.

But for customers, the effect is not particularly good.

It is a good practice and good practice for us.

But such an attempt also produces many additional engineering costs. Once the changes are made, you will have to do crash testing and quality testing.

But this is a very good experience.