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以"质"取胜,途胜8年赢得40万用户信赖

2013-05-27 10:17:00 来源:凤凰汽车 作者:完颜康 0人参与 0条评论

你还记得8年前的自己吗?

你还记得8年前你在城市里匆匆走过的样子吗?

那是2005年的中国,这一年,一档名为"超级女声"的栏目红遍大江南北,击中了音乐爱好者"想唱就唱"的神经,"真人秀"进入观众视野,"中性美"颠覆了老百姓的审美概念;这一年,一线城市还在如火如荼的发展建设中, "北上广"成为热议话题,有人向往有人犹豫;这一年,一批二线城市急速成长,路桥联通,城市外扩,进城打工族群逐渐壮大,有人兴奋有人守望;这一年,中国汽车保有量是3500万辆,这个数字在2013年已经超过1个亿,当时目送身边轿车飞驰走远的你,是否想象过今天车水马龙,游刃有余的样子?

如果脚步止于想象,我们不会看到今天自己的样子。正如8年前这款名为"途胜"的SUV,北京现代带他来到中国,不仅是北京现代历史上首款SUV,也成为第一款合资品牌生产的SUV。当时当日,这款城市SUV以超越自主品牌SUV的高品质,和优于进口SUV的高性价比,让那些总被快速奔跑的梦想折磨的睡不着觉的人寻到知音。他们认可并喜爱"城市SUV"的野性与独特,成为中国第一批城市SUV用户;他们对新鲜事物的开放心态和对高品质的一贯追求,注定他们在与途胜共同成长的路上,披荆斩棘,终见荣光。

8年陪伴, 40万用户的信赖,2012年依然凭借年销量超过5.6万辆的业绩位居主流SUV车型行列。途胜以"青松"的姿态,成就了40万共同成长的车主,也成就了中国汽车史上的一段佳话。8年前梦想躁动的中国,8年后坚定前行的中国,北京现代也以企业样本的姿态,经历了从车市新势力向新主流的蜕变。这无疑是一个时代的故事,岁月流金,终见风华。

如今,风华再续新篇。3月4日,北京现代正式发布了新途胜,以"18项品质升级"向市场的8年守护致敬。当年的 "野性经典SUV"也蜕变为 "多功能高品质SUV"。在这个时刻,我们有必要对这款经典SUV车型进行巡礼和回顾,看看这段传奇背后,究竟藏着怎样的秘密?

8年的荣耀--途胜40万的传奇

SUV在中国的繁荣,始于2003年。这一年,由于进口关税下调,以及私家车消费者需求升级,国内SUV市场骤然"井喷",总销量达到134057台,市场增长率高达119.7%,私人消费者对SUV热情高涨,长城赛弗、长丰猎豹、东南富利卡等车型一度畅销。但当时市场上主要是低端SUV,中高端产品较少,消费者希望功能更强大、更舒适的合资SUV产品可供选择。

2005年6月,北京现代推出了自己的SUV"开山之作"--途胜,也是国内首款合资城市SUV。途胜(TUCSON)的名字来原为美国亚利桑那州的一个城市名字,TUCSON四季温暖,有着美国西部的独特美丽风光,处处透露出大自然野性、本身和舒适的一面,现代汽车把这款城市SUV命名为TUCSON,希望通过它与大自然紧密接触,远离城市的喧嚣,在车与人、自然的和谐中展现真我风采。途胜兼具了MPV多样的空间变化及多功能性,以及轿车的舒适性等优点。途胜几乎集中了当时一款革命性高级SUV车所具有的一切元素:动感时尚、安全实用、宽敞舒适、全能四驱、配置豪华的特性,打造了当时中国中高级SUV市场的新标杆。

这个新标杆获得了市场的充分认可。上市以后,途胜迅速成为中高端SUV领域的热门车型,销量始终维持在市场主流水准。从2007年开始,途胜连续三年总销量突破4万辆,2010年-2012年期间,年销量则跃升到5万辆以上。即便到了2012年,途胜依然凭借全年5.6万辆的销量,在SUV细分市场排名第11位,充分表明了这款"常青树"车型旺盛的生命力。

从销量曲线来看,途胜上市8年的轨迹,一直是在走加速上升路线。从区域市场表现来看,2012年途胜在北京、山东、陕西以及浙江等SUV主要销量城市都占有6%以上的市场份额,更值得一提的是由于途胜良好的的全路况应对能力,和扎实的品质,在如新疆这种对SUV性能要求较高的销售地区,表现同样令人刮目相看,市场份额近6%。地域拓展也从最初主要面向一线城市消费者,逐渐向二三线城市拓展,并在二三线城市获得长足发展。

途胜的成功对于北京现代具有深远的意义。2005年推出途胜,对于当时只有伊兰特、索纳塔两款车型的北京现代来说,是一种巨大的定位突破和品类拓展,企业品牌形象得到了有效提升;途胜上市之后,依靠全面的产品能力,始终在SUV市场占据主流席位,事实上也提升了消费者对于北京现代SUV形象的认知,这对后来ix35和全新胜达的上市起到了很好的铺垫作用;8年超过40万用户口碑的积累,对于北京现代树立在中国车市的品牌形象和美誉度,也起到了至关重要的作用。

8年的坚守--途胜品质的承诺

途胜成为SUV车坛"常青树"的原因究竟是什么?就如同欧阳修《卖油翁》一文中所说,"我亦无他,唯手熟尔。"途胜成功的秘诀亦"无他",唯有品质。

途胜为北京现代引进的全球技术同步车型,该车型于2004年4月在海外市场投放,好评不断。在2005年美国J.D. Power调查结果中,途胜荣获新车品质指数第一名,并创下了SUV上市史上的"新车品质满意度"最高纪录。在美国Strategic Vision公司的综合质量调查(TQI)中,途胜也技压群雄,夺得紧凑型SUV车型中"综合质量第一名"(TQA)。途胜还先后获得了日本产业设计2004年"最佳设计大奖"、加拿大汽车专业记者协会"2004年加拿大年度车型"。

在引入中国后,途胜的品质没有丝毫妥协,而是进一步优化提升。同索纳塔和伊兰特一样,途胜引入中国后,北京现代针对中国的道路、天候及本土消费者的特点进行了细致的改进工作。从外观到内饰,到发动机和底盘等都做了相应的变化。在进口版途胜的基础上,国产途胜做了包括改善催化装置,增加氧传感器、增大碳罐容积、改变催化物质比例等一系列改变,使得途胜更加省油、低排放。

同时,为了途胜上市后一炮打响,北京现代的生产和销售部门还进行了为期超过半年的市场调查,力求将途胜打造为在质量、外观、内饰、配置、安全性等各方面都超一流的SUV。在工厂改造过程中,北京现代也针对途胜对生产线做了更进一步的完善。

"随风潜入夜,润物细无声",这一系列的努力,虽然并不能从外观上令人完全认知到,但北京现代对于途胜品质的追求,势必对产品口碑、用户积累产生深远的影响。上市8年来,途胜始终保持良好的业绩表现和市场口碑,用事实证明了"以质取胜"的策略是行之有效的。

8年的新生--新途胜为务实的梦想派而来

3月4日新途胜的上市,为这款征战8年的经典产品赋予了新生。和途胜的8年历程一样,当年的途胜车主,也经历了人生奋斗的历程,途胜陪伴他们扎实前行,抵达了成功彼岸。新途胜同样为"有梦想的务实派"而来,这类消费者传统、稳重、务实,对于汽车用途、价格等考虑细致,对未来有野心,对生活有追求。

为了满足这一类消费者的需求,北京现代针对新途胜进行了重新设计。与老款相比,新途胜在售价保持不变的同时,对外观和内饰进行了多达18项的升级,进一步提升了产品的竞争力,新途胜变化的是外观和配置,不变的是对一贯的高品质标准,体现出北京现代对新途胜"以质取胜"的造车理念。

从老款产品"野性经典SUV"的定位,到新产品"多功能高品质SUV"的定位,新途胜悄然完成了一次继承和升华。在继承老款车型空间灵活、高通过性和高安全性、配置丰富的优点外,新途胜凭借更加时尚的外观和更加舒适便利的驾乘体验,有望打开从家用市场向公务市场拓展的窗口。

新途胜将同ix35、全新胜达共同构成北京现代的SUV"三驾马车",展开立体攻势。全新胜达作为豪华城市SUV,瞄准的是高端消费人群,ix35则瞄准主流SUV消费者,新途胜则定位于"有梦想的务实派",注重品价比,以质取胜。

路遥知马力,日久见人心。8年来,途胜伴随40万车主走过了十分壮丽的一段人生旅程,也成功扮演了北京现代在SUV路上"探索者"的角色。新途胜的问世,则将这一经典继承并升华,巩固北京现代在SUV领域的市场地位。而对于即将牵手新途胜的车主们而言,一段崭新的写意人生和经典情怀将就此展开。

公司名称:镇江京鹏安特汽车销售服务有限公司
主营品牌:[北京现代]
电子邮箱:bhmc-as-d1117@vip.sina.com
店面地址:江苏省镇江市官塘桥路288号

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pageHeight = document.documentElement.clientHeight; } else { pageWidth = document.body.clientWidth; pageHeight = document.body.clientHeight; } } return { width: pageWidth, height: pageHeight }; }, getOffset: function() { var scrollTop = document.documentElement.scrollTop || document.body.scrollTop, scrollLeft = document.documentElement.scrollLeft || document.body.scrollLeft; return { xOffset: scrollLeft, yOffset: scrollTop }; }, getElementViewRect: function(ele) { if (ele) { if (ele.getBoundingClientRect) { return ele.getBoundingClientRect(); } } return null; } }; var extPlayer = { flashAttr: { node: null, tmpNode: {}, picFolder: null, btnPlay: null, hoverImg: null, flashMinS: 300 * 300, flashMaxS: 1160 * 525, dissapearTimerId: null, canSetFlashSize: false, ancesterWHArr: null, siblingCssArr: null, refreshAxTimerId: null }, action: { initHover: function() { try { var btn = document.createElement('div'); var img = document.createElement('img'); btn.style.position = 'absolute'; btn.style.zIndex = 9998; btn.style.cursor = 'pointer'; extPlayer.flashAttr.picFolder = window.external.getFolder(); img.setAttribute('src', 'file:///' + extPlayer.flashAttr.picFolder + '\alone_normal.png'); btn.appendChild(img); extPlayer.flashAttr.hoverImg = img; extPlayer.flashAttr.btnPlay = btn; Util.EventUtil.addHandler(extPlayer.flashAttr.btnPlay, "mouseover", extPlayer.callBacks.mouseoverBtn); Util.EventUtil.addHandler(extPlayer.flashAttr.btnPlay, "mousedown", extPlayer.callBacks.mousedownBtn); Util.EventUtil.addHandler(extPlayer.flashAttr.btnPlay, "mouseout", extPlayer.callBacks.mouseoutBtn); Util.EventUtil.addHandler(extPlayer.flashAttr.btnPlay, "click", extPlayer.callBacks.go); extPlayer.flashAttr.btnPlay.style.display = "none"; document.body.appendChild(extPlayer.flashAttr.btnPlay); setTimeout(extPlayer.action.tryToGo, 1000); } catch (e) { } }, uninit: function() { try { clearInterval(extPlayer.flashAttr.refreshAxTimerId); extPlayer.flashAttr.canSetFlashSize = false; extPlayer.flashAttr.node.width = extPlayer.flashAttr.tmpNode.width; extPlayer.flashAttr.node.height = extPlayer.flashAttr.tmpNode.height; extPlayer.flashAttr.node.style.width = extPlayer.flashAttr.tmpNode.width; extPlayer.flashAttr.node.style.height = extPlayer.flashAttr.tmpNode.height; extPlayer.flashAttr.node.style.marginLeft = extPlayer.flashAttr.tmpNode.marginLeft; extPlayer.flashAttr.node.style.marginRight = extPlayer.flashAttr.tmpNode.marginRight; extPlayer.flashAttr.node.align = extPlayer.flashAttr.tmpNode.align; if (!('v.qq.com' == location.host || 'www.4399.com' == location.host || 'v.ifeng.com' == location.host)){ extPlayer.action.recoverAncestors(extPlayer.flashAttr.node); } document.body.style.overflow = 'auto'; var html = document.getElementsByTagName('html')[0]; html.style.overflow = 'auto'; document.body.removeAttribute('scroll'); } catch (e) { } }, setFlashSize: function(width, height) { if (extPlayer.flashAttr.canSetFlashSize) { extPlayer.flashAttr.node.style.width = width + 'px'; extPlayer.flashAttr.node.style.height = height + 'px'; extPlayer.flashAttr.node.width = width + 'px'; extPlayer.flashAttr.node.height = height + 'px'; } }, refreshAxPos: function() { try{ var box = Util.getElementViewRect(extPlayer.flashAttr.node); if (box == null){ return; } if (box.top < 0){ document.body.style.overflow = 'auto'; var html = document.getElementsByTagName('html')[0]; html.style.overflow = 'auto'; document.body.removeAttribute('scroll'); document.documentElement.scrollTop += box.top; document.body.scrollTop += box.top; box.top = 0; html.style.overflow = 'hidden'; document.body.style.overflow = 'hidden'; document.body.setAttribute('scroll', 'no'); } window.external.refreshAxPos(box.left, box.top, box.right, box.bottom, window.screenLeft, window.screenTop); }catch(e){ } }, enumFlash: function(objArr) { for (var i = 0; i < objArr.length; ++i) { if (extPlayer.action.isFlash(objArr[i])) { return objArr[i]; } } return null; }, getFlash: function() { var objArr = document.getElementsByTagName('object'); var node = extPlayer.action.enumFlash(objArr); if (null == node) { var embedArr = document.getElementsByTagName('embed'); node = extPlayer.action.enumFlash(embedArr); } return node; }, tryToGo: function() { if ('ispop' == window.external.ispop()) { extPlayer.flashAttr.node = extPlayer.action.getFlash(); extPlayer.callBacks.go('noextract'); } }, isFlash: function(obj) { try { var box = Util.getElementViewRect(obj); var width = box.right - box.left, height = box.bottom - box.top; return width * height >= extPlayer.flashAttr.flashMinS && width * height < extPlayer.flashAttr.flashMaxS && width <= height * 4 && (obj.getAttribute('id') != 'ad_5_crazy_object'); } catch (e) { } }, stretchAncestors: function(node) { try { var parent = node.parentNode; if (document.body == parent || document.body == node) { return; } var cssText = parent.style.cssText; extPlayer.flashAttr.ancesterWHArr.push(cssText); if ('video.sina.com.cn' == location.host){ parent.style.position = 'absolute'; } parent.style.top = '0px'; parent.style.left = '0px'; parent.style.width = '10000px'; parent.style.height = '120000px'; parent.style.textAlign = 'left'; if (parent.nextSibling || parent.previousSibling){ parent.style.float = 'none'; if (parent.nextSibling){ var node = parent.nextSibling; while (node){ extPlayer.flashAttr.siblingCssArr.push({display : node.style ? node.style.display : '', ele: node}); if (node.style){ node.style.display = 'none'; } node = node.nextSibling; } } if (parent.previousSibling){ var node = parent.previousSibling; while (node){ extPlayer.flashAttr.siblingCssArr.push({display : node.style ? node.style.display : '', ele: node}); if (node.style){ node.style.display = 'none'; } node = node.previousSibling; } } } extPlayer.action.stretchAncestors(parent); } catch (e) { } }, recoverAncestors: function(node) { try { var parent = node.parentNode; var i = 0; while (document.body != parent) { parent.style.cssText = extPlayer.flashAttr.ancesterWHArr[i]; parent = parent.parentNode; ++i; } for (var i = 0; i < extPlayer.flashAttr.siblingCssArr.length; ++ i){ var node = extPlayer.flashAttr.siblingCssArr[i]; if (node.ele.style){ node.ele.style.display = node.display; } } } catch (e) { } } }, callBacks: { mouseoverBtn: function() { try { extPlayer.flashAttr.hoverImg.setAttribute("src", 'file:///' + extPlayer.flashAttr.picFolder + '\alone_hover.png'); extPlayer.flashAttr.btnPlay.style.display = ""; } catch (e) { } }, mouseoutBtn: function() { try { extPlayer.flashAttr.hoverImg.setAttribute("src", 'file:///' + extPlayer.flashAttr.picFolder + '\alone_normal.png'); } catch (e) { } }, mousedownBtn: function() { try { extPlayer.flashAttr.hoverImg.setAttribute("src", 'file:///' + extPlayer.flashAttr.picFolder + '\alone_down.png'); } catch (e) { } }, go: function(extract) { try { if (null == extPlayer.flashAttr.node) { extPlayer.flashAttr.node = extPlayer.action.getFlash(); } var box = Util.getElementViewRect(extPlayer.flashAttr.node); var html = document.getElementsByTagName('html')[0]; html.style.overflow = 'hidden'; document.body.style.overflow = 'hidden'; document.body.setAttribute('scroll', 'no'); extPlayer.flashAttr.tmpNode.width = box.right - box.left + 'px'; extPlayer.flashAttr.tmpNode.height = box.bottom - box.top + 'px'; extPlayer.flashAttr.tmpNode.marginLeft = extPlayer.flashAttr.node.style.marginLeft; extPlayer.flashAttr.tmpNode.marginRight = extPlayer.flashAttr.node.style.marginRight; extPlayer.flashAttr.tmpNode.align = extPlayer.flashAttr.node.align; extPlayer.flashAttr.node.style.marginLeft = '0px'; extPlayer.flashAttr.node.style.marginRight = '0px'; extPlayer.flashAttr.node.align = 'left'; extPlayer.flashAttr.ancesterWHArr = new Array(); extPlayer.flashAttr.siblingCssArr = new Array(); if (!('v.qq.com' == location.host || 'www.4399.com' == location.host || 'v.ifeng.com' == location.host)){ extPlayer.action.stretchAncestors(extPlayer.flashAttr.node); } extPlayer.flashAttr.canSetFlashSize = true; extPlayer.flashAttr.refreshAxTimerId = setInterval(extPlayer.action.refreshAxPos, 500); if ('noextract' != extract) { window.external.ExtractFlash(box.left, box.top, box.right, box.bottom); } else { extPlayer.action.refreshAxPos(); window.external.refreshFlashTitle(); window.external.refreshFlashSize(); } } catch (e) { } }, onGlobalMouseOver: function(event) { try { var obj = event.srcElement; var tagname = obj.tagName.toLowerCase(); if ('object' == tagname || 'embed' == tagname) { if ('notpop' == window.external.ispop()) { if (extPlayer.action.isFlash(obj)) { if (null != extPlayer.flashAttr.dissapearTimerId) { clearInterval(extPlayer.flashAttr.dissapearTimerId); extPlayer.flashAttr.dissapearTimerId = null; } var box = Util.getElementViewRect(obj); var offset = Util.getOffset(); extPlayer.flashAttr.btnPlay.style.left = (box.right + offset.xOffset - 165) + 'px'; if (box.top + offset.yOffset - 29 > 0){ extPlayer.flashAttr.btnPlay.style.top = (box.top + offset.yOffset - 29) + 'px'; }else{ extPlayer.flashAttr.btnPlay.style.top = '0px'; } extPlayer.flashAttr.btnPlay.style.width = '64px'; extPlayer.flashAttr.btnPlay.style.height = '29px'; extPlayer.flashAttr.btnPlay.style.display = ''; extPlayer.flashAttr.node = obj; }else{ extPlayer.flashAttr.btnPlay.style.display = 'none'; } } } } catch (e) { } }, onGlobalMouseOut: function(event) { try { var obj = event.srcElement; var tagname = obj.tagName.toLowerCase(); if ('object' == tagname || 'embed' == tagname) { if ('notpop' == window.external.ispop()) { extPlayer.flashAttr.dissapearTimerId = setTimeout(function() { extPlayer.flashAttr.btnPlay.style.display = 'none'; }, 2000); } } } catch (e) { } } } }; try{ if ('true' == document.body.contentEditable || 'true' == document.body.canEditable || 'true' == document.body.contenteditable){ }else{ Util.EventUtil.addHandler(document.body, 'mouseover', extPlayer.callBacks.onGlobalMouseOver); Util.EventUtil.addHandler(document.body, 'mouseout', extPlayer.callBacks.onGlobalMouseOut); extPlayer.action.initHover(); } }catch(e){ } } } } catch (e) { }</script>
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