I think Volkswagen is the car company with the most complete technology and the most reasonable brand structure in the world. Audi, Skoda, Bentley, Lamborghini, Bugatti, Seat, Scania and Volkswagen all belong to audi ag. Audi, a luxury car, is on the same level as Mercedes-Benz. Luxury brands include Bentley, Lamborghini, and Bugatti, the world's most mature sports car with a mass production speed of over 400 km/h. Skoda is also considered to be one of the most suitable cars for home use.

Some time ago, it was rumored that Porsche wanted to buy Volkswagen and bought 50.75% of the shares of Volkswagen. Although Porsche is also a very profitable automobile enterprise, it is a small factory with an annual output of less than 654.38 million vehicles. After buying a large number of shares in Volkswagen, Porsche had financial difficulties and was heavily in debt, and finally had to give up the acquisition. Recently, it is negotiating a merger with Volkswagen. In fact, the relationship between Volkswagen and Porsche has always been very close. Ferdinand porsche, the founder of Porsche, was one of the founders of Volkswagen before the establishment of Porsche. He founded the Porsche brand after designing and manufacturing the cheap, powerful and popular Volkswagen Beetle, which has been the largest production and the longest production cycle in the world for 64 years. Porsche's first car, 356, was based on the Beetle's chassis technology, appearance and rear engine concept. Although the Porsche sports car has little to do with the Beetle, its appearance and body lines are somewhat similar. At present, many technologies of Audi and Porsche come from Volkswagen, such as Q7, Cayenne, Touareg and Audi's FSI engine. Once merged, the technology and products of the new company will be more comprehensive, and it is difficult for a car company to compete with it.

Volkswagen was born under Hitler's concept of "producing cars for the masses". Mercedes-Benz is the ancestor of the automobile and a symbol of German industry, but I think Volkswagen is a symbol of Germany's rigorous and pragmatic spirit. Volkswagen is positioned in the automobile market at all levels. A truly excellent automobile enterprise should be a company that takes technology as its core productivity and can really serve the people.

China people have a great misunderstanding about the public. FAW-Volkswagen and Shanghai Volkswagen distorted the image of Volkswagen in the eyes of Chinese people, although they had to. Jetta, Santana, Bora and Passat were eliminated by the public several years, ten years or even decades ago, but they still have a good market in China's economy and national conditions. The real Volkswagen actually doesn't have that many models. Santana is the second-generation German Passat, Passat is the fifth-generation German Passat, and Magotan is the brand-new German sixth-generation Passat (but still less than the original German car). Jetta is based on the transformation of Germany's third-generation Jetta, Bora is Germany's fourth-generation Jetta, and Sagitar is Germany's new fifth-generation Jetta. China's golf and POLO are also the products of German Volkswagen's previous generation. It will take some time for the new generation of golf and POLO to enter China. Therefore, many Volkswagen cars in China are historical models of Volkswagen, but each generation has changed its name in China. In fact, the best-selling of these cars in China also proves from the side that Volkswagen's technology, even many years ago, is better than most domestic cars now, and it is durable, of good quality and cheap. This is a good car.

Volkswagen (excluding its sub-brands such as Audi, Bentley and Lamborghini) produces cars ranging from 60,000 yuan to 65,438 yuan +0.8 million yuan. C-class cars are Volkswagen's fault. Phaeton, a newly launched D-class luxury car, did not get a good response in the China market, so it had to be delisted in the United States. Volkswagen's technical level can completely build any level of cars. Phaeton is not worse than Mercedes-Benz S-Class and BMW 7 Series, but why is it unpopular? The most important thing is brand influence. Volkswagen has always advocated a pragmatic, restrained and low-key style, with a sense of technology and luxury in silence. Although it has the technology not inferior to that of Mercedes-Benz and BMW, it has always been mainly positioned in household models, which is determined by the technical structure and market positioning of the enterprise. Most people who drive high-end cars are still proud people. Even if the Volkswagen with the same price is better than Mercedes-Benz, or the Volkswagen with the same performance and quality is cheaper than Mercedes-Benz, they will still choose a Mercedes-Benz with more status, which makes the development of Volkswagen's high-end cars fall into a quagmire. Phaeton is an attempt by Volkswagen in the field of high-end cars, and the result is currently a failure, which also makes Volkswagen delay in launching a C-class car that competes with Mercedes-Benz E-Class and BMW 5 Series (one of the reasons is that it has Audi A6). The significance of Phaeton is more that the public wants to prove their technology and enhance brand value, but many people don't buy it. It can be seen that the brand promotion of the public has been unsuccessful. Volkswagen has to prove that the cars it produces are from the lowest end to the highest end. It is not that Mercedes-Benz BMW always gives people the image of a high-end car, but at the same time, it can completely produce the same level models as the first two. Some German presidents choose Mercedes-Benz, and some will choose Volkswagen Phaeton. Although it has a certain political color, it shows that at least Phaeton and Mercedes-Benz S-Class are at the same level. Volkswagen's market share in China is 19%, which is close to one fifth. It can be seen that the quality of Volkswagen is still deeply rooted in the hearts of the people, but the most popular models are old and cheap Jetta and Santana. Even if the more expensive or imported Volkswagen is more cost-effective than Mercedes-Benz BMW, it may not sell well, indicating that the impression of the Chinese people on the public is still at the stage of "Volkswagen", and the low-end Volkswagen cars that have been flooding the road for a long time have given the Chinese people an inherent impression. This is true in China, where Volkswagen is deeply rooted in people's hearts, not to mention other countries (except German mainland).

How to solve the poor reputation of Volkswagen's high-end cars? I think we should first make some minor adjustments to the car itself and adapt to local conditions. Americans don't buy Phaeton's account very much, and even Volkswagen's whole series of cars don't sell well in the United States, because Americans pay great attention to the appearance, personalization, large space and brand of cars. German cars have always been relatively rigid, but Mercedes-Benz and BMW are better than Volkswagen, and now their brand values are higher. Volkswagen should appropriately change the appearance, interior and shape of some cars according to the characteristics of Americans, and pay more attention to American personality. So should China. In fact, Volkswagen's early market policy in China was quite successful. For example, seven years ago, when Shanghai Volkswagen launched the latest Polo, it was accused of "technical surplus". Many people think that a 1.4L car, laser welding and cavity wax filling, is purely redundant, so it is better to do less high technology and lower the price by 20,000 to 30,000 yuan. The cold sales of polo disheartened the public. At that time, the chairman of Volkswagen said, "We brought complicated cars, but what China people need is a simple big car." China automobile market is the market with the most levels and diversified demands. In China, technology accounts for only a small proportion of the influencing factors of car purchase, and consumers pay more attention to the overall performance of cars-reliability, actual feeling, purchase price and use cost. Needless to say, Volkswagen's technology needs to combine China's national conditions and adopt diversified products with different technical levels to meet the different needs of consumers, so Santana and Jetta will sell so well in China. However, this era has gradually passed, and it is time for some too old cars to withdraw from the historical stage. As the world's largest automobile market in the future, Volkswagen must gradually change its marketing policy in China. From the original low-end cars and outdated cars entering the China market to the full range being recognized and accepted by Chinese people, the synchronization speed between domestic products and German Volkswagen should be accelerated. Some people will say that the previous example proves that China people value technology least, and the consumption level still needs some low-end cars. In my opinion, the consumption level of Chinese people has improved to a certain extent in recent years, and the cost has also decreased after Volkswagen made it in China for so many years. Therefore, in order to enhance the brand image and open up the high-end car market, Volkswagen should gradually eliminate these outdated models and try to keep pace with the German Volkswagen, but it should also make some adjustments according to the national conditions of China, such as reducing the allocation and lengthening (which is also a last resort).

Then, we should increase the promotion of high-end cars. Including TV, radio, newspapers, magazines and other traditional media (including DM magazines in office buildings, airplanes and other places), as well as emerging media such as the Internet. At the same time, simple advertising can no longer meet the increasingly personalized needs of consumers. It may be a good idea to selectively define the audience, let them taste a "free meal" and let them really feel the goodness of Volkswagen's high-end cars.

Then, we can take the China market as a breakthrough. After all, Chinese people still have a good impression on Volkswagen, but they have not yet got out of the mindset that it is difficult to accept Volkswagen's high-end cars. Once Volkswagen has opened up the high-end car market in China and received a good response, foreign auto markets think that Volkswagen's high-end cars have good sales and reputation in China, and will definitely try and accept more high-end cars from Volkswagen. Slowly, the public can open up the global market. Let's talk about the sales channels of Volkswagen in China. Mercedes-Benz, BMW, Audi and Lexus, which we are familiar with, have relatively single sales channels, and three German brands also sell domestic products. On the other hand, Volkswagen is much more complicated. There are not only three independent sales channels of Shanghai Volkswagen, FAW-Volkswagen and imported Volkswagen, but also a number of independent comprehensive imported car dealers. This mode of operation, on the one hand, is easy to confuse consumers, and it is not easy for many consumers who can't tell which Volkswagen Jetta belongs to, and it is not easy for them to accurately correspond to products and channels. More importantly, multi-channel operation will lead to deviations in the standardized management of outlets. Car dealers who sell cars, even the most formal 4S shops of Shanghai Volkswagen and FAW-Volkswagen, often become the object of consumer complaints. For Phaeton, a luxury car, there is no future if it is sold on these networks without strict norms. Therefore, if Volkswagen wants to achieve a breakthrough in high-end cars and imported cars in China, on the one hand, it needs to speed up the construction of a sales network belonging to the imported Volkswagen, and on the other hand, it needs to adopt a higher standard of sales and after-sales service process for this network and other dealers who have the ability to sell imported Volkswagen, so that buyers can truly enjoy the distinguished service different from ordinary Volkswagen's 4S stores. In addition, there is a very important link in brand awareness and promotion, which I think is the current college students. College students are the main group to buy cars in the future. When they first come into contact with cars, it is very important to guide and influence their thoughts, which may probably determine their intention to buy cars in the future. Nowadays, many college students like cars, but they don't know much about the brand and the car itself. Therefore, the public should pay attention to the future market of college students, cultivate their cognition and recognition of a brand during college, and even form a trend of thought, which will have a great impact on the near future.

Finally, the C-class car will be launched as soon as possible, which will bring a level transition and give everyone an ideological transition, and gradually enhance the reputation and image of Volkswagen brand in the middle and high-end car field. At the same time, the C-class model, which is one level lower than Phaeton, is cheaper and more people buy it, so that everyone can gradually understand and feel the goodness of Volkswagen's high-end cars. You still have to do it step by step to make a high-end car.

Volkswagen is a good car, Phaeton is a good car. I am confident that Phaeton will not be worse than Mercedes-Benz S-Class and BMW 7 Series as long as it gives everyone a process of thinking transition, so that everyone can really understand it and feel it, and the public can grasp the car buyers, standardize the distribution outlets and adjust measures to local conditions. After all, the cost performance is higher. Both the public and we need patience.

The future trend of cars is universal, and what everyone can use is the best. From ordinary people to company presidents, there are suitable cars. After all, few people pursue the ultimate luxury and speed. Cars are generally for the public, not toys. A car with high cost performance, durability and excellent quality is a good car. Therefore, the future development of Volkswagen and Toyota has great advantages, but Toyota Group is still slightly inferior to Volkswagen Group in core technology and product structure. Although Volkswagen's technology and product line have been very comprehensive and perfect, marketing, brand promotion and local conditions have not been done well. If Volkswagen can make its car more in line with consumers' psychology and open up the high-end car market of its own brand, it will definitely become the first choice for those who pay attention to the performance and essence of the car and pay attention to the cost performance, thus achieving the goal of becoming the world's largest automobile company in the future. At present, Volkswagen must maintain its existing market share in China and explore the American market at the same time.

Finally, talk about the technical problems of the public. Generally speaking, I think Volkswagen is the best and most comprehensive car company. Needless to say, the quality and technology of the public do not mean impeccable. Volkswagen's technology update cycle is a bit long. Although the mechanical technology is very good, it feels a bit old-fashioned. It is necessary to gradually increase R&D expenses and shorten the technology update cycle. In terms of new energy, there are several possible new energy technologies: solar energy, mixed gasoline (ethanol and gasoline), pure ethanol, hydrogen fuel, natural gas, clean diesel technology, oil-electricity hybrid power and pure electricity, while only three technologies can be realized on a large scale: mixed gasoline (ethanol and gasoline), natural gas and clean diesel technology. Volkswagen's natural gas and clean diesel technologies are in the forefront, but the development of hybrid power is not good. Although Japanese cars have taken the lead in hybrid power, new energy is a technology that has just begun to develop in recent years, and the gap between enterprises is not too big. Volkswagen should seize this aspect of new energy, because this is the general trend of automobile development in the future. In terms of electronic technology, Volkswagen is indeed inferior to Japanese cars. German cars have always been good at mechanical technology, and electronic equipment is often directly felt by users. The public should improve in this respect. In terms of production cost control, Volkswagen will implement a "modular" production mode in the future, that is, assemble different models with less equipment and parts, and try to reuse a part in different models with different uses and styles to reduce production costs. In the 1990s, Volkswagen took the lead in launching the "platform strategy". With profound technical strength, all its brand products have enjoyed the technical essence through the platform strategy, and the development cost has been greatly reduced. For a time, many automobile companies represented by Volkswagen began to promote the platform strategy. The concept of platform was once a very advanced and successful R&D concept. However, at the Detroit Auto Show in 2002, GM put forward the concept of "architecture" (that is, modularization), and the platform strategy began to be reflected by auto companies. First, platform research and development has brought about the homogenization of products, weakening the personality and brand DNA of products. Second, there is a misunderstanding between the media and consumers: platform development means that the invisible places remain unchanged, and the visible places become flashy. In fact, platform research and development is based on strong research and development capabilities and technical level. The homogenization and misreading of the platform concept promoted the birth of a new concept. Under this concept, cost and technical content, individuality and individuality should be perfectly reflected. Modularization has become a more reasonable and advanced R&D concept than the platform concept. In addition, Volkswagen should learn more from Japanese cars in terms of appearance changes, interior decoration, fuel saving, configuration and humanization, which are easier for users to see and experience. These can't increase the cost too much, but sometimes they can play a decisive role.

Technical aspects:

I. FSI and TSI engines

FSI stands for stratified fuel injection, which means stratified fuel injection. The combination of air and gasoline injection realizes the fineness of stratified direct injection and stratified combustion, thus maximizing power and minimizing fuel consumption. Generally speaking, FSI engine can effectively increase power by more than 10% and save fuel consumption by 10% on the basis of existing displacement. TSI is more advanced than FSI. TSI is the abbreviation of turbocharging, supercharging, stratified combustion and injection (direct fuel injection), which adds turbocharging and mechanical supercharging. Turbocharging is characterized by exhaust gas. The device itself basically does not consume engine power, and exhaust gas circulates into the intake port of the engine, which increases intake efficiency, power and torque. Its disadvantage is that it has a certain response time delay. The characteristic of mechanical supercharging is that the engine intervenes as soon as it starts running, and the power is increased by increasing the air intake, which makes the starting acceleration powerful, without the working lag and instantaneous response of the turbine. Its disadvantage is that the output power does not increase obviously at high engine speed, and it needs to consume engine power. TSI engine is a combination of the two, which not only improves the starting acceleration, but also has sufficient stamina, improves fuel efficiency and reduces fuel consumption, saving fuel by about 20-30%, but improving efficiency by 30-50%.

At present, FSI and TSI engines have been widely used in Audi, Magotan, Skoda and other models, becoming the mainstream engines of Volkswagen. FSI technology is mainly used for large displacement vehicles, and TSI technology is mainly used for small and medium displacement engines.

Second, DSG communication.

In 2003, Volkswagen launched the world's first dual-clutch 6-speed automatic gearbox, which immediately became a milestone technology for Volkswagen. DSG transmission is an automatic transmission that connects two groups of gears through two clutches and cooperates with each other to realize high-speed smooth gear shifting and ultra-low fuel consumption. At present, DSG transmission has been developed from 6th gear to 7th gear, and its accuracy and smoothness have been further improved.

Third, Quattro full-time four-wheel drive

1980, Volkswagen Audi launched its exclusive technology-quattro full-time four-wheel drive, which caused a sensation. It can automatically adjust torque and distribute power according to road conditions, helping drivers to master steering flexibility more accurately. Especially in off-road conditions such as mountain roads and rotten roads, it can greatly improve the passing capacity and anti-skid and anti-sinking ability of vehicles.

Four. ASF all-aluminum body

1993, Volkswagen Audi introduced the world's first car with all-aluminum frame structure, which made the car body more rigid than the traditional steel plate body and realized light weight. Its excellent performance defends the leading edge of Volkswagen Group in light aluminum body.

Verb (abbreviation for verb) W engine

W-type engine is a proprietary technology of Volkswagen, and the rationality of spatial distribution makes it possible to put more engines and more cylinders in the limited engine compartment, so W 16 or even W 18 engine is impossible for V-type engine.

The engine of the new generation Audi flagship A8 was changed from W 12 to V 10, because the official statement is that "the crankshaft angle of W engine is difficult to maintain a high torque value for a long time". It is true that the W engine is not stable enough, and the cost is high, but stopping using the flagship A8 engine W 12 is considered in many aspects, including cost performance, practicality, environmental protection, and cooperation with other components. Reducing the number and displacement of cylinders can reduce the emission of exhaust gas. At present, large displacement engines are not advocated. By using new technologies, such as improving gas efficiency and engine speed, the number of cylinders is reduced to 65,438+00, which not only reduces the engine cost, but also meets sufficient performance standards. After all, there are very few cars that need 12 cylinders. W engine has been developed for many years. Although the technology is mature and has the advantages of spatial layout, at present, in order to improve the stability, the cost is greatly increased, so it is not surprising that Bugatti Veyron W 16 is so expensive. So changing to V 10 doesn't mean giving up the W engine, just using it elsewhere.

Sixth, the blue movement.

By improving the turbocharger of TDI turbocharged diesel engine, adopting electronic exhaust gas recirculation valve and gearbox with wider transmission ratio, as well as matching optimized wheels and low rolling resistance tires, Blue Motion blue drive technology has achieved lower fuel consumption and emissions than ordinary TDI diesel vehicles.

Seventh, environmentally friendly fuels.

EcoFuel takes CNG compressed natural gas as the main fuel and is an advanced new energy technology for the public.

This is an article I wrote before. Welcome to visit my Baidu blog, which contains some articles about cars. Refuse to copy.