Collective optimization of mass brands.
Judging from the market data in the first half of this year, SAIC- Volkswagen seems to have seen an overall decline in the market, and the previous advantageous market for cars and SUVs has also begun to shrink.
In this case, Jia Mingyong said: "The first half of this year was really difficult, but it was not the most difficult in history. It may be relatively difficult to start with 10. Why do you think this year is particularly difficult? First, the original base is relatively high, and the decline is relatively large. Last year was our highest proportion, especially in the first half of the year. Last year, the two brands added up to over 9.2%. This year, Skoda's share dropped significantly, and Volkswagen's brand share dropped by 65,438+0%, but Volkswagen's brand status is still the largest single brand in China. Still unchanged. "
In fact, SAIC Volkswagen has been psychologically prepared for the decline since this year. The reason why this happens is the result of SAIC Volkswagen's product optimization and adjustment.
"At present, great changes have taken place in our product structure. In the same period last year, sales of A+ models accounted for 60%, and now it has risen to nearly 62%. The increase in the positioning of the entire product will also lead to a decline in the proportion. " Jia Mingxi stressed.
Judging from the recently listed redesigned models, entry-level models including Santana, Polo and LaVida have reduced the number of models below 90,000 yuan through price adjustment, resulting in a decline in their share in the entry-level market.
Jia Minghao said: "We will raise the entry standards. In the future, the entry-level price of Volkswagen brand should be above 90,000 yuan, and the entry-level market below 90,000 yuan may be the mission of Skoda brand. Entry-level planning has a higher positioning. Just as the new Polo jumped from 70,000 to more than 90,000, its market share market segment must also be reduced. "
Buycar learned that in the next 3-5 years, the focus of SAIC Volkswagen's entire product line planning will be the rise of product positioning, rather than simply emphasizing market share. In the next 18 months, SAIC- Volkswagen will have 10 brand-new products or modified products, including brand-new Ling Du, Touran, Touran X, Tiguan and three pure electric vehicles.
"The next 18 months will be a period of intensive adjustment of our products, mainly due to the rising product structure positioning and intensive updating of mid-to high-end products, including the first id expected to be listed early next year." Jia Mingxi revealed. ?
Tiguan X is a key step in the rejuvenation of Volkswagen brand.
In this round of product adjustment of SAIC Volkswagen, the most important SUV model bears the brunt. In fact, as the pioneer of SUV market, Tiguan, which has been listed for 65,438+00 years, has been the benchmark of joint venture SUV market for a long time. However, with the entry of brother brand FAW-Volkswagen and the participation of more and more competing models, Tiguan's competitiveness in the market has gradually weakened. Especially when young and intelligent, SAIC Volkswagen seems to be too slow to respond to the outside world.
In this regard, Jia Mingxi said that during the 10 year when Tiguan went public, SAIC Volkswagen made a lot of SUV product layouts. The first step is to cover all mainstream market segments of the SUV market, including high-end medium-sized SUV Tiguan, large SUV Tuge, mainstream SUV Tuyue and A0 Tujun; The second step is to study the small market segment since last year, that is, the coupe SUV market where Touran X is located.
Of course, although Tiguan X seems to enter the market not too early, in order to make it a hit, SAIC Volkswagen has also prepared a "unique stunt" for it. According to reports, Tiguan X is the first vehicle of Volkswagen in China SUV to adopt full L2 driving assistance, that is, it has achieved full L2 driving assistance from 0 to160 km/h.
"Tiguan X has not set a specific sales target. It is not a product with many increments." Jia Mingyong said, "As a traditional brand, we should also grasp the consumption trend of young consumers. On the original products, we also hope to effectively retain the original customers' awareness of the Volkswagen brand. Our mainstream products are still classic and calm, but we also need to let young consumers recognize the popular brand and enhance the brand rejuvenation. This is the biggest mission of Tiguan X. "
To this end, in addition to younger design, SAIC Volkswagen has also accelerated its layout in an all-round way in terms of intelligence. Wu Yun, Senior Director of Volkswagen Brand Marketing of SAIC Volkswagen Automotive Co., Ltd. said that in addition to the 2020 Passat, which was the first to be equipped with intelligent interconnection system, Wei Ran and Tiguan X were also equipped with this system this year. "This year is the first year of intelligent networking. It is estimated that more than half of our models will use MOS system next year, and this system will be continuously upgraded. We believe that through the continuous optimization of MOS system, it will definitely become a very important selling point of Volkswagen brand in the future. " ?
Balance between quantity and quality after 2 million vehicles
In 20 19, SAIC Volkswagen achieved an annual sales breakthrough of 2 million vehicles under the background of the overall downturn of the domestic automobile market. Then, under this huge base, unlike other car companies that are still sprinting for quantity, how to develop with higher quality is also one of the changes that SAIC Volkswagen is facing.
Jia Mingyong said that after the completion of 2 million vehicles, SAIC Volkswagen will consider how to achieve quality improvement on this basis every year. "When an OEM operates more than 2 million vehicles, there will be a balance between quality and quantity. The bearing capacity of each 4S shop and the reception capacity of each sales consultant are at a reasonable level. Excessive pursuit of quantity will lose customer satisfaction and overall service quality. We will improve our operation quality and user operation level while stabilizing the' quantity'. " SAIC Volkswagen hopes to do a good job in operating quality and brand positioning on the scale of 2 million vehicles in the next three to five years.
Buycar learned that while optimizing the product structure, it also adjusted the dealers synchronously. Judging from the current terminal data, this adjustment of SAIC Volkswagen has achieved initial results. Under the huge market changes this year, SAIC- Volkswagen began to make emergency adjustments from the perspective of policy and inventory in view of the increasing pressure on dealers' inventory. By June and July, the performance of Volkswagen brand market began to stabilize and rebound obviously, and its share rose to more than 7%. Skoda brand is basically stable at the current share of 65,438+0%, and the dual-brand share is stable at more than 8%.
Jia Mingyong said that the recovery trend of China's automobile market in the second half of this year is still obvious, but due to the year-on-year decline of 40%-50% in the first half of this year, it is estimated that the annual growth rate will be conservatively lowered to 10% and optimistically lowered by 7%-8%. "From the perspective of SAIC Volkswagen, the proportion of negative growth in the first half of the year is too high, and our goal is positive growth in the second half of the year."
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.