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Volkswagen is still Volkswagen, and the total monthly sales of four electric vehicles exceeds 6,000, which is enough to become a lively topic in the automobile circle.
Just after July, North and South Volkswagen tacitly revealed the sales achievements of ID series electric vehicles, while ***4 model ID.4+ID.6 achieved sales achievements of more than 6,000 vehicles in July.
Perhaps this is the performance of Volkswagen electric vehicles, although this figure is several months later than expected.
It's hard not to be full of expectations for Volkswagen's electric cars. After all, von Hans, CEO of Audi AG (China), said last year: "ID.4 will really change the rules of the game."
In Europe, the hometown of Volkswagen, ID. The series of electric vehicles, not to mention Tesla, are at least equally divided and account for 5% of Volkswagen's total sales in the US market.
As a result, when ID.4 began to be delivered in March, it failed to rush to 1 10,000 vehicles like Tesla, and there were doubts for a time.
Now, when the monthly sales volume of electric vehicles on Volkswagen MEB platform finally exceeds 6,000, we try to deconstruct Volkswagen's electric vehicle route again to see if Volkswagen really starts to master the traffic code of China's electric vehicle market.
Learn to sell electric cars.
Earlier, Herbert Diess, CEO of Audi AG, mentioned in the group's financial performance report for the first half of 20021:"The company must change the way of selling electric vehicles in China."
Obviously, compared with the planned capacity of 600,000 MEB factories in China, the achievement of less than 1 10,000 MEB factories per month is difficult to meet the radical transformation of Diss.
When the ID. Series has just come into the market. When many media visit 4S stores, they often encounter the situation that the electric car is placed in the corner, the test drive is not in place, or the sales consultant is not enthusiastic, or even "asks three questions and four questions".
Now that seven months have passed, SAIC Volkswagen has covered the ID. X store 13 key cities and more than 20 stores nationwide, number of agents with ID. The sales qualification has reached 572 people. In key cities such as Beijing and Shanghai, about 70% of dealers have obtained the agency right.
The in-store experience is also improving.
SAIC Volkswagen's first ID. Store X in Beijing is located on the first floor of Times Street, Longhu, Daxing, near the entrance of the shopping mall. Field observation of automobile production and marketing department. Even in the off-weekend rush hour, customers come into the store to see the car from time to time.
The design style of ID. The store is obviously younger, and the sensory experience is not lost to many new supermarkets. At the entrance of the elevator hall in the underground garage of the shopping mall, there is also an obvious test drive parking area, which is very eye-catching with Pikachu's pattern.
The parking lot is located in the underground parking lot of the shopping center.
This kind of access to Volkswagen brand electric vehicles is definitely much better than the traditional 4S shop channel.
There are probably more than five service personnel in the store, and such "high-matching" staffing is rare in supermarkets of other brands. In the process of communicating with the staff, our feelings are also very close to the new power brand, rather than the traditional 4S shop.
The staff will not pay too much attention to consumers' indicators, car purchase time and budget, and at the same time have a full understanding of product advantages, knowledge of electric vehicle use and even the development of the whole electric vehicle market.
The sales model of agency system, unified price and online car booking promoted by North and South Volkswagen at the beginning of ID listing. Series electric vehicles, now it seems that these sales consultants who have transformed from selling fuel vehicles can also understand their values and advantages well and pass them on to consumers.
The first ID Beijing shopping mall located in the shopping center.
Test drive is also the focus of mass promotion of ID. Series electric vehicles. This id card. Store X is equipped with up to four test cars, and provides door-to-door test drive service in Beijing. According to the regulations of SAIC Volkswagen, consumers must complete the test drive before they can be finalized. For customers who see the car for the first time, the staff will also take the initiative to invite the test drive.
In another faw-Volkswagen 4S store, we also noticed that ID.4 CROZZ and ID.6 CROZZ were placed in the "c position" in the center of the exhibition hall, and they had their own exhibition furniture layout.
Although the sales consultant in the store is not specialized in selling electric vehicles, he has a full understanding of the basic introduction of vehicles, the development of Volkswagen in the field of electric vehicles and the advantages of the new sales model. At the same time, the store is also equipped with two test drives for experience.
There is such a detail that when the staff in the store introduce products to us, they often mention "We talked about it during training …". Obviously, after more than half a year's running-in, the training effect of the public on front-line sales is gradually emerging. The problem that dealers struggling in the traditional fuel vehicle battle field can't adapt to the sales rhythm of electric vehicles, which has been worried by the outside world, seems to have begun to improve.
Although the first ID. The X store in Beijing is still in trial operation, the standard test drive route has not been finalized, and the process of registering customer information online is still a bit unfamiliar. At least the efforts of the public in selling electric vehicles can already be seen.
Climbing figure
Recently, on the streets of Beijing, the "popularity" of the brand-new Volkswagen ID electric car with a temporary license has been significantly improved.
The monthly sales figure of more than 6,000 vehicles is far from many people's expectations, but it is a good start for the public.
In fact, the sales growth of ID series basically conforms to the climbing rhythm of a brand-new model. In June, the sales volume of two ID.4 models of North and South Volkswagen exceeded 3,000. With the gradual delivery of ID.6, the sales volume in July is expected to increase.
We analyzed the performance of several popular new energy vehicles after they went on the market. Taking the sales data of 12 months since the official price announcement as a reference, we can find that most models have experienced a long delivery period and climbing period, except Tesla.
In the era when the pre-sale of electric vehicles is generally started in advance, it seems easy to leave a situation that you have been drinking for a long time but haven't delivered the car.
In addition, ID. Series electric vehicles seem to have encountered some problems at the supply end. For example, models with heat pump air conditioning and Harman Kardon stereo are optional, because there is no accurate delivery time for parts problems. At the initial stage of listing, a large number of consumers also waited for delivery for a long time after placing an order.
At present, if there is no additional choice, the delivery cycle of ID.6 is about 2-3 weeks, and ID.4 has a small number of cars on the road. If the pace of supply chain can be accelerated, then there is reason to believe that the sales of ID series can climb faster.
Where is the ID sold? The series mainly comes from?
The Ministry of Automobile Industry and Commerce analyzed the insurance coverage data as of June, and ID.4 X and ID.4 CROZZ delivered 2,883 and 2,484 vehicles respectively, and the proportion of private car purchases was 64% and 47% respectively. Taking the sales data of ID.4 X in Shanghai as an example, the proportion of private car purchases is increasing month by month. Considering the test drive reserve of agents at the initial stage of listing, the main customer base of ID.4X series is already the private market.
The reason why the proportion of private users of FAW-Volkswagen is relatively low is more because it delivered a batch of ID.4 CROZZ for its * * * travel brand Mojie Travel in Sichuan in June. Apart from this factor, its private car purchase also occupies the mainstream.
In terms of major sales cities, restricted cities such as Beishangguangshen and Shenzhen are still the main markets. The sales of ID.4 X in seven restricted cities accounted for 665,438+0%, and ID.4 CROZZ also accounted for 39%, which is also a regional market dominated by the public.
Take Shanghai as an example, because of the strict purchase restriction policy and the acceptance of new energy vehicles, it largely represents the most typical electric vehicle consumption market in China. Two ID.4 models sold 440 vehicles in June, ranking seventh in the sales list of new energy vehicles.
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