Original title: Extraordinary Sound, Dare to Surpass EXEED Starway Full Title Tencent Music and Entertainment Festival Source: Tencent
On December 8, the first 2019 TMEA Tencent Music and Entertainment Festival, with the theme “IT'S T1ME FOR MUSIC”, was sung at the Cotai Arena in Venetian Macao. As the first car company to cooperate with Tencent, China's smart new high-end car brand EXEED Starway was named as a partner throughout the process. Starway LX, its super intelligent SUV Starway LX joined forces with Star Promoter Zhang Liangying, to witness the highlight moments of the world's Chinese-language music scene and vividly express the brand spirit of EXEED Starway's “daring to surpass”.
Break the rules and unleash the “dare to surpass” brand spirit
The 2019 TMEA Tencent Music and Entertainment Festival is not only an annual music festival, users enjoy a carnival, but also a platform for recording a beautiful era of music. In this international style event, more than 20 top musicians from home and abroad gathered on a three-dimensional stage that broke visual boundaries to create a top audiovisual experience for live and online audiences. Transcendence became the main theme of this music festival.
As a partner of Tencent Music, the values of the EXEED Starway brand are highly in line with it. Since the launch of EXEED Starway, it has adhered to the development path of high-end Chinese automobile brands, clarified the “dare to surpass” brand concept, and fully embraced the new wave of consumption upgrading through disruptive transcendence in the five major fields of intelligence, design, driving control, safety, and service. Using a global R&D system, EXEED Starway has not only brought together a large number of top automotive talents from home and abroad and the world's top automotive design teams, but has also teamed up with many top brands such as Magna, Benteler, and Bosch to jointly create product competitiveness that surpasses its peers. At the user level, EXEED Starway digs deep into the deep values of young people, starting with technology, music, and the Internet that young people are passionate about, from online to offline communication, and from products to marketing, to achieve true “rejuvenation”.
Three super powers, interpreting the charisma of a super smart SUV
This benchmark cultural event with international influence provides an excellent stage for outstanding musicians from around the world and Chinese. While bringing the audience the ultimate audiovisual experience, it also made more people feel the superior charm of Starway LX. On the scene at the Cotai Arena, from the red carpet area outside the venue to the star-studded stage, the charismatic figure of Starway LX was seen everywhere, and the powerful singer Zhang Liangying gave the ceremony on the same stage. The beautiful car and song CP made the audience excited.
The Starway LX is positioned as a super smart, super-smart SUV. With its three core advantages of super strength, super intelligence, and super power, it has received a lot of attention from the market and favored by consumers as soon as it is launched. Starway LX, led by international designer Kevin Rice, has launched a new design language of “intellect and sensibility”. The design language of the front and rear penetrating interplanetary matrix LED headlights, plus penetrating taillights, exudes a unique charm to the vehicle; in terms of power, the Starway LX is equipped with a 1.6TGDI engine, matching the Getrak 7DCT wet dual-clutch transmission, with a peak torque of 290 N•m and a maximum power of 145 kW. It surpasses the same level of joint venture brands in terms of technical level and power parameters. It has achieved a 100-kilometer acceleration performance of 8.8 seconds and a comprehensive fuel consumption of 6.9L; in the field of intelligent technology, Starway X is even more It is at the forefront of models in the same class, equipped with the latest upgrades The Lion 3.0 Lion Zhiyun system realizes class-leading L2.5-level autonomous driving functions. With its more eye-catching appearance, more powerful performance, and more realistic intelligent technology configuration, Starway LX has become the best explanation for EXEED's “dare to surpass” spirit.
In the name of music, cross-border marketing sets a new benchmark
In the wave of consumption upgrades, youthfulness has become one of the key words. Li Dongchun, executive deputy general manager of EXEED Starway Marketing Center, once explained, “Starway's target audience is targeting young people, which is also in line with current trends in the overall automobile market.” Starway has always been based on the brand product itself, deeply explores the daily scenarios and preferences of young users, uses the medium of music that young people are happy to hear to communicate with them, resonate with them, achieve effective connections with young people, obtain the double effect of brand volume and transformation, showcase the marketing concept of Starway's “dare to surpass”, and bring new inspiration to other brands' cross-border marketing.
According to reports, this is not the first time that EXEED Starway and Tencent Music have joined hands. As early as September of this year, EXEED Starway reached a partnership with Tencent Music, held a press conference on Starway's “Tencent Music Partner” and “Star Season” strategic cooperation in Beijing, and invited Zhang Liangying to serve as Starway LX's “Star Promoter” to carry out a series of cross-border music marketing using the music star effect, which quickly overwhelmed many young people. Prior to that, EXEED Starway had also launched a cross-border strategic cooperation with Xiaomi, and had integrated online and offline marketing with the first major music, travel and variety show in China, “City of Knowledge”, etc., so that the EXEED Starway brand and Starway LX garnered a lot of attention and garnered numerous fans along the way.
Product improvement and brand improvement are new issues facing Chinese brands in recent years. Since its inception, EXEED Starway has taken building a high-end automobile brand in the heart of China as its mission, established the “dare to surpass” brand concept, and became the backbone of the Chinese brand's upward breakthrough. Standing on the “cusp” of the times, EXEED Starway uses music as a link, takes advantage of the TMEA Tencent Music and Entertainment Festival as a new opportunity, and uses a very ceremonial approach to accompany the growth of generations to witness the development and transformation of Chinese automobiles with users.