Backed by the giant Geely company, Zhi Dou (also known as ‘ZD’) is one of the most innovative new entries in China’s burgeoning electric car marketplace. Getting the concept across to the market was a primary challenge facing ZD. To achieve this, the marque envisioned creating a chain of dealership sales points as a ‘frontline’ interface between the cars and prospective customers. But as well as serving as venues for viewing, test-driving and buying cars, these locations were also to convey the message of the brand.
ZD’s partnership with A.E. Smith proved crucial in this respect. After close consultation with ZD, the latter’s project team brainstormed a flagship store concept based on ‘lifestyle’ rather than cars alone.
As executed in ZD’s completed store in China, the concept translated to a thoroughly contemporary, open and clean interior. Strategic bursts of colour lend visual energy to the scheme, complemented by the varied hues of comfortable retro modern furniture. Throughout, every aspect of the store – from its architecture to its colours to its integrated technologies – builds on the visitor’s perception of a brand that conforms to the lives of its users: fun with function and form. Fan creation was the basis of the creative strategy.
ZD’s lifestyle proposition has resonated with the car-buying public, with A.E. Smith’s creative concept not only helping to draw more visitors to the flagship store, but also generating more leads and actual sales.
