On June 26, Mobil 1 Car Care released two major strategies at the brand's fifth anniversary celebration, announcing the start of a new journey for the brand.
It is reported that as a professional automobile maintenance service brand under ExxonMobil, the upstream and downstream integrated automobile maintenance ecosystem explored by Mobil 1 Car Maintenance over the past five years has begun to take shape.
As of the first quarter of this year, the number of Mobil 1 Car Care online stores exceeded 1,300, covering 251 cities across the country; online store sales and store visits both achieved year-on-year growth of more than 10%, far exceeding the industry's performance during the same period. Among them, more than half of the vehicles entering the store were mid-to-high-end models with a price of 200,000 yuan or more.
On this basis, Mobil 1 Car Care took advantage of the situation and officially launched the "Star Alliance Plan", which is to build a strong symbiotic alliance with more peer partners by building a network system. Next, Mobil 1 Car Care will invest special support funds to focus on the evolution of its three core competitiveness: brand, marketing, and operation.
Liu Xiao, general manager and director of Fuchuang, revealed to reporters that after crossing the 1,000-store threshold five years ago, Mobil 1 Car Care will promote the capacity upgrade and common prosperity of all franchise stores through a series of measures such as resource integration, system upgrades and multi-dimensional empowerment, thereby building a sustainable development closed-loop automobile maintenance ecosystem.
Liu Xiao, General Manager and Director of Fuchuang
At the same time, in the face of the continued increase in the penetration rate and ownership of new energy vehicles, Mobil 1 Car Care's new energy strategy was released in response to the trend. In the future, Mobil 1 Car Care will deepen its new energy layout in four major areas: professional products, service upgrades, store cultivation, and standard co-construction.
Wei Minjing, Executive Vice President and General Manager of Consumer Business of Fuchuang, talks with Brand Experience Officer Fan Zhiyi
On the same day, Mobil EV electric vehicle gearbox lubricant was officially launched in Fuchuang channel, and Mobil 1 Car Care's independent product brand, Fupei electric vehicle coolant, was also fully updated. Combined with the existing hybrid lubricant and brake oil, Mobil 1 Car Care has achieved a complete layout of the key "three oils and one fluid" core scenarios for new energy vehicles.
In addition, Mobil 1 Car Care announced that it has officially joined hands with the China Automobile Maintenance Industry Association to jointly formulate the first group standard on "Electric Vehicle Fluid Product Service Specifications", which for the first time clarified the standardized operating procedures for the maintenance of new energy vehicle fluid products, laying the foundation for the standardization of the new energy vehicle after-sales service market.
Wei Minjing, executive vice president and general manager of consumer business of Fuchuang, told reporters that actively promoting the implementation of a standardized service system and providing consumers with "global professionalism" of professional and worry-free services will be the core competitiveness of Mobil 1 Car Maintenance in exploring China's trillion-dollar automotive aftermarket.
