First, the general manager of SAIC Volkswagen was appointed as the deputy chief economist and deputy director of the technical committee, and Jia, the former general manager of Yanfeng Automobile, took over. Subsequently, Yang Siyao, Party Secretary of SAIC Volkswagen Sales Company and Manager of SAIC Volkswagen Brand Marketing Division, succeeded Jia Mingyong as General Manager of SAIC Audi. Fu Qiang, the current SVS department manager of SAIC Volkswagen, is proposed to be the department manager of SAIC Volkswagen Brand Marketing Division to succeed Yang Siyao; Xie, currently the brand ID marketing manager (SVI) of SAIC Volkswagen, is proposed to be the deputy manager of SAIC Volkswagen brand marketing division, Volkswagen brand sales and channel manager (SVS) and SAIC Volkswagen brand ID marketing manager (SVI).
The left is, especially thanks.
In this series of personnel adjustments, the most striking thing is thanks. Because his position as the deputy manager of the Volkswagen brand marketing department seems to be a new position, and he also serves as the manager of the Volkswagen brand ID marketing (SVI) department.
Since 2020, with the rapid development of new energy vehicles, the shape of China automobile market has undergone tremendous changes. According to the data of the Federation, the sales volume of new energy passenger cars increased from 560,000 in 2065,438+07 to 6.5 million in 2022, with an increase rate of 65,438+0060.1%and a penetration rate of 27.6%.
The sales volume of traditional fuel vehicles (passenger cars) decreased from 23.65 million in 20 17 to14.88 million in 2022, with a decrease rate of about 36.84%.
In this context, the offensive and defensive trends of new energy vehicles and fuel vehicles have reversed.
SAIC- Volkswagen also dropped from the peak of 2.06 million vehicles in 20 17 to10.3 million vehicles in 2022, so electrification transformation has become the biggest problem facing SAIC- Volkswagen. This can be seen from Xie's statement.
Stay ahead
The electrification of SAIC Volkswagen is progressing very rapidly. As early as 20 18, the first new energy automobile factory of SAIC Volkswagen started in Anting, Shanghai, with a total investment of1700 million yuan. By the end of 2020, a new energy plant with an annual production capacity of 300,000 vehicles was officially opened.
202 1, SAIC Volkswagen quickly established SAIC Volkswagen ID series product matrix. Official website shows that the pure electric vehicles currently sold by SAIC-Volkswagen include three models: ID.4X, ID.6X and ID.3 According to the data, in 2022, the cumulative sales volume of ID will be increased. SAIC Volkswagen pure electric family series is 75,000 vehicles.
In 2022, the penetration rate of which Volkswagen new energy vehicles was 7. 17%, 2.97% higher than that of 2026.5438+0, and the highest monthly penetration rate exceeded 10%.
Compared with new energy brands in China, there is still a big gap in this market performance, but it is obviously ahead of other joint venture competitors. In 2022, the market performance of mainstream joint ventures in the field of new energy is as follows: Dongfeng Nissan sells 42,742 vehicles, Dongfeng Honda sells 23 166 vehicles, Guangqi Honda sells 1 1329 vehicles, FAW Toyota sells 7,543 vehicles and GAC Toyota sells 7 164 vehicles.
At the financial conference in 2022, the CEO of Audi AG said that based on the ten-point action plan, Volkswagen has taken a series of important measures in strategic implementation, including brand-new product strategy, refocusing of platform and revision of software development roadmap.
The "Ten-Point Action Plan" includes China market, new SSP platform, battery, charging and energy, and Volkswagen will strengthen its digital strength and product competitiveness in China in the future.
The level of SAIC Volkswagen, ID. ID's first electric car Aero. Family, which will be launched in 2023, and ID's marketing network. The family will be further improved.
SAIC Volkswagen has increased its investment in research and development of new energy vehicles. It is understood that SAIC Volkswagen has established two new energy automobile industrial parks in China, and implemented the development strategy of combining the three technical routes of pure electric, plug-in hybrid and fuel cell. The specific implementation details include plug-in versions of Tiguan L, Tulang and other models, automatic driving, intelligent network connection and so on.
The author wants to say that although Volkswagen's performance in the field of new energy vehicles is not as bright as that of fuel vehicles, we cannot ignore its strength.
In the face of the surprise attack launched by Tesla, BYD and new forces, joint venture car companies, including Volkswagen, have not responded and have been suppressed. Now the battlefield situation has become back and forth.
Bold and resolute
In the process of sales decline in the past few years, SAIC Volkswagen did not lie flat, but made drastic changes.
According to the product line, SAIC Volkswagen has undergone organizational changes, setting up three marketing front desks and one marketing middle desk for ID, high-end cars and mainstream cars. Specifically, a marketing center combines channels with sales, and the market becomes a part of communication and customer operation, responsible for after-sales customer satisfaction; The three intermediate platforms are composed of ids. Series, high-end fuel vehicles and mainstream fuel vehicles, and each institution is responsible for product research, strategic research and strategic implementation of different product lines. The main purpose is to distinguish between electric vehicles and traditional fuel vehicles.
Especially the brand-new marketing model of ID. With the establishment of the electric series, the agent marketing mode, that is, the form of factory direct sales and channel sales, was innovatively opened, and the previous rebate mode was changed to commission mode, giving full play to the advantages of the dealer network and maximizing the marketing effect.
Subsequently, in early 2023, SAIC Volkswagen further reformed its marketing system, reducing the previous 12 marketing regions to eight, and merging Shandong, Jiangsu, Beijing, Tianjin and Yunnan from the original independent regions into four newly established marketing regions.
By strengthening the authority of the regional marketing team, the region can formulate more targeted marketing strategies and call resources to the headquarters. At the same time, SAIC- Volkswagen also provides differentiated training content for dealers of different systems around the country, strengthens the front-line fighters in the market, forms an "iron triangle" of market, sales and after-sales, and conducts differentiated marketing according to the local market to meet the needs of different consumers more accurately.
In addition, SAIC Volkswagen has also diversified its channels. Earlier, Fu Qiang said in an interview that SAIC Volkswagen will speed up the layout of id. Shop, new energy city exhibition hall. Id card. Stores are usually located in mainstream shopping malls in first-and second-tier cities, so the information is more transparent and it is more convenient for consumers to buy and see cars.
The current layout of SAIC Volkswagen ID. It has opened stores in the core business districts of 88 key cities across the country, with a total of more than 200 stores and ID numbers. There will be 300 stores in the future. At the same time, the new concept of "ID". "Zone" provides efficient and exclusive services for users of new energy vehicles.
SAIC Volkswagen has established satellite stores in blank cities and business districts to achieve wider user coverage.
March 16, March Volkswagen launched "limited time cash discount for all cars", with a discount of 3.7 billion yuan for all cars and a maximum discount of 50,000 yuan for bicycles. It is understood that this promotion lasts until April 30, and the models that enjoy the discount cover all electric vehicles and fuel vehicles.
Previously, SAIC Volkswagen has launched two rounds of preferential measures. The first round is Hubei special subsidy, and the second round of preferential products is limited to SAIC Volkswagen ID. Family electric car, and the time limit is in March.
In the car, I didn't mean that it would be good to reduce the price, but I wanted to say that SAIC Volkswagen's market response speed is really fast and its response measures are flexible. This shows that the change is still effective.
As for the reform effect of SAIC Volkswagen in the future, we will follow up the report.
Baixing pingche
From the market point of view, whether it is a new force, joint venture or independent brand, there should be more players involved in the field of new energy vehicles. Only full competition can bring about the progress of the industry and evolve more advantageous models, marketing models and consumption experiences.
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