June 21, the summer solstice.
The weather on this day was not particularly hot, but a wave of racing heat rolled over the hearts of ZNA riders. Because, the Zhengzhou Nissan Pickup Truck Champion Experience Camp kicked off in Beijing, and it entered among ordinary consumers, allowing professional races, professional drivers and “basic” enthusiasts to have an intimate contact.
It is heard that Song Haitao, captain of the Zhengzhou Nissan Navara team, will visit the experience camp in this year’s Ring of Tatars Rally, which further arouses the enthusiasm of the car fans. A staff member of a Zhengzhou Nissan franchise store said: “Many car owners came to the event with the mentality of ‘pilgrimage’.”
Auto racing is an important part of Zhengzhou Nissan’s corporate DNA and brand culture. Since participating in the Dakar Rally in 2004 and establishing its status in the world of auto racing, Zhengzhou Nissan has continuously made new breakthroughs in the development of auto racing in China. In the six years since 2013, Zhengzhou Nissan has won 11 championship trophies in various cross-country rallies at home and abroad. The brilliant race results have attracted a large number of fans, and also made the race culture and cross-country life deeply rooted in the hearts of the people.
In Zhengzhou Nissan’s championship journey, users have always been in the position of being taken care of by the core. From the preparation of the competition to the end of the competition, conditions are created for car owners to participate in it, and to share the car event and off-road passion with enterprises and teams. It is the first competition mode of “mass-produced cars + user drivers” in China, so that users can drive their favorite cars. Cars participate in professional car competitions in the Gobi desert. In this year’s Ring of Towers Rally, Zhengzhou Nissan welcomes Fang Ling, the first female driver in the team’s history, and Fang Ling is also a car owner.
Participating in automobile races can verify product quality in extreme road conditions and usage environments, and is also a part of building corporate culture and character. Finally, through the spirit of persistence and tenacious struggle displayed by the team in the race, consumers will be infected and impressed, thus Create an emotional resonance. Zhengzhou Nissan is a popularizer of auto racing culture. Many consumers learned about car rally from Zhengzhou Nissan and Paladin (parameter|picture), became fascinated by motor sports, and became loyal car owners of Zhengzhou Nissan.
This year’s Ring Tower ended on June 3. Zhengzhou Nissan Navara (parameter|picture) team went to Beijing after a little reorganization to participate in the pickup truck champion experience camp, and shared the glory of winning the championship and high-quality products with car owners and consumers. Share the passion of the race, exchange off-road driving skills, and stimulate the vitality of life.
In the steel-reinforced forest of the long-suffering city, people yearn for the outdoors. Under the huge pressure of life, people long for release. The riders who came to the experience camp expressed their excitement about the cross-country rally. They took photos with the drivers and asked the drivers about the race at the Ring Tower and their life during the race.
Many riders also brought their families to join in, allowing their wives and children to experience the rich and colorful off-road life. By participating in this experience camp, the seeds of off-roading have been deeply planted in the hearts of their children. Among the car owners who participated in the experience camp, there is also the first car owner of the Navara Facebook painted version in Beijing, who is obviously a deep off-road enthusiast who grew up under the influence of Zhengzhou Nissan.
The relationship between the car owner and ZNA naturally forms a circle because of the race, agrees with the ZNA brand, and trusts the products of ZNA. This strong emotional connection is incomparable to occupying consumers’ cognition through advertising campaigns. .
Cars are ultimately connected with life, allowing consumers to enjoy the life changes brought about by cars. From the practical level to the psychological level, a brand that has a greater impact on consumers’ lives will have more powerful and lasting vitality.
Zhengzhou Nissan Navara and Ruiqi 6 (parameter|picture), the two main players who won the Tournament of the Tower and the two stars in the experience camp, have become the focus of people’s attention because of their excellent performance in cross-country rally in the past two years . Through the competition, what they bring to consumers is not only stable and reliable products, but also the tenacity and unyielding galloping in the desert, as well as the vibration and resonance aroused in consumers’ hearts.
Participating in competitions and then sharing them with consumers is an inevitable path for automakers to participate in the competition. I am very pleased to see that Zhengzhou Nissan is getting closer to consumers and has really influenced a large number of consumers, making their lives different and even unique. The meaning and value behind this cannot be overemphasized. This is the ultimate mission of participating in auto racing, and Zhengzhou Nissan has been on the way to fulfill its mission for a long time.
