Although FAW-Volkswagen's crazy offensive has been launched since the beginning of 20 19, with the release of the year-end report card, FAW-Volkswagen's grievances hidden for many years have finally been released. In 20 19, FAW-Volkswagen not only became the only enterprise in the joint venture camp to maintain positive growth, but also refreshed the past by breaking through the 265,438+10,000-vehicle mark.
According to the specific data released by FAW-Volkswagen, the total sales volume of 2 129976 vehicles in the whole year increased by 3.8% compared with the same period of last year, and at the same time, the SAIC- Volkswagen behind it was unable to keep calm in the past. Of course, judging from the trend of last year, such a result has long been reasonable.
With the full launch of the Volkswagen brand "SUV strategy", the replacement of Audi's main models, and the new Jetta brand inciting new market segments with high cost performance, it can be said that FAW-Volkswagen has come up with enough cards in this condensed year and made such a turn in the solidified market structure.
Of course, starting from this new starting point, FAW-Volkswagen in 2020 will also face such problems as how to face the counterattack of SAIC- Volkswagen, how to overcome the internal friction of products at all levels of the market, and how to hold the hidden harm in the field of new energy.
Volkswagen: SUV is hope, but it should not be the only one.
From the moment when exploring songs came late, the outside world was once skeptical about FAW-Volkswagen's late SUV strategy. After all, since its establishment, FAW-Volkswagen's shortcomings in SUV models have not improved, and Volkswagen's own planning on SUV models has also caused FAW-Volkswagen to rely on car products to resist risks for many years.
With the Tiguan model settled in SAIC Volkswagen, this disadvantage continues to ferment in the golden decade of SUV and the whole FAW-Volkswagen system. In other words, if one of Jetta, Sagitar and Magotan has a sluggish sales volume, it will be difficult to fill the gap. Fortunately, such worries are a bit redundant.
In fact, Tiguan, which has sold more than 2,654,380+vehicles in ten years, happens to be the biggest weapon used by SAIC-Volkswagen to suppress FAW-Volkswagen. As for Tiguan, in the era of crazy price increase, the profit brought to SAIC Volkswagen is even more difficult for the latter. Therefore, I have to admit that for the public with a halo above their heads, owning the SUV model that Chinese people love most is bound to achieve the greatest balance between sales and profits.
Frankly speaking, the emergence of SUV models with the word "exploration" is the key to FAW-Volkswagen's success this year. Although, at the beginning of listing, under the restriction of SAIC Volkswagen's complete SUV product line, exploring songs and exploring Yue did not show a threatening posture, but under the active marketing of FAW-Volkswagen, the sales volume is also increasing day by day.
Today, in the composition of its total sales, the total sales of these two items alone have accounted for about 20% of its total sales. Undoubtedly, everything brought by SUV models has really made FAW-Volkswagen profitable. With the exploration of new listing of A0 SUV market, this market share may be further enhanced.
Yes, +SUV has made great progress for FAW-Volkswagen in such a bad market situation, but does this mean that FAW-Volkswagen, which has a full lineup of "cars+SUVs", has no slots?
At the Guangzhou Auto Show at the end of 20 19, the Volkswagen booth showed a brand-new look, and behind this was its radical electrification pace. But compared with ID.3, which was born on MEB platform, the layout of North and South Volkswagen in this field shows the powerful arms and wrists of Volkswagen in the world, whether it is Passat PHEV or Tiguan L? Hybrid models headed by PHEV, or LaVida pure electric, Bora pure electric and golf pure electric, are actually difficult to support the grand goal of the public.
Especially for pure electric vehicles Aion sale, the cruising range is low and the price is low. The basic attribute of "oil to electricity" has become the face of the public. The disadvantages exposed by the provocation of autonomous pure electric vehicles such as S and Geometry A.
Electrification is not necessarily the best energy solution, but it must be one of the future development trends of the automobile industry. I believe FAW-Volkswagen will not turn a blind eye like all car companies that covet China's huge new energy market. However, based on the current development status and the upcoming completion of SAIC Volkswagen MEB factory, FAW-Volkswagen needs to do better in the future planning of the whole Volkswagen brand.
Jetta: As the root of the brand, VA3 should carry more.
It uses MQB platform with Volkswagen * * * and enjoys the same after-sales system as FAW-Volkswagen, but it competes with its own brands with lower market price and good quality. Obviously, Jetta's success is not accidental, but the strength given by the whole FAW-Volkswagen system.
In fact, from the birth of Wolfsburg to the opening of China's first show in Chengdu, Jetta was highly anticipated by Volkswagen Group. Jetta brand has been on the market for only four months, and it has achieved a cumulative sales volume of 43,000 vehicles with two models, VS5 and VA3. I believe that in the future, the listing of VS7 will enable Jetta to take the SUV market to a higher level.
In any case, based on such achievements, it is easy for us to draw a conclusion that the Jetta brand, which came out in the voice of doubt, did win its initial praise with a beautiful combination boxing.
Of course, we can also find that compared with VS5, which has set a good example in the SUV market, VA3, which is out of the mass system, has not actually inherited what Jetta should have. I don't know whether it is the problem of production capacity or the pain caused by the public's failure to bid. The sales of VA3 can only be attributed to the cumulative sales of Jetta brand.
In fact, judging from the data released by the Association in recent months, the performance of VA3 in the branding period is really lacking. After all, in the whole year of 20 18, the single Jetta model ranked first in FAW-Volkswagen's internal sales ranking. The annual sales volume of 365,438+05,577 vehicles is enough to match the annual sales volume of Skoda brand under SAIC Volkswagen.
From this, we can't help but ask, under the stalwart posture of our predecessors selling 30,000 vehicles a month, should the brand-new VA3 pay more for the Jetta brand? However, the comparison of production and sales in previous months is a reference, and the sales volume of VA3 may usher in a small climax.
In short, the Jetta brand won its first battle, drawing a clear background for the future of FAW-Volkswagen. However, in order to let the Jetta brand continue to exert its endogenous power, FAW-Volkswagen should also transfer the brilliance created by Jetta to VA3 in due course. On the other hand, in view of the low popularity of cheap cars in the terminal market, VA3 should also continue the reputation of Jetta cars in the B-end market.
Audi: It's gratifying to beat yourself, but then what?
At the beginning of 20 19, for almost all car companies, it is not only the pain caused by the decline in sales in the cold winter of the car market, but also the Matthew effect that the stronger the stronger under such fierce competition. At that time, it can be predicted that the scene of "Zhumen wine stinks and the road has frozen bones" will continue to happen.
In the past year, when Japanese car companies attacked the city and the mainstream independent brands headed by Geely were also tenacious in keeping out the cold, a series of worrying wars were also being staged in the luxury car market with a contrarian atmosphere.
Fortunately, the fierce competition has not brought much influence to the overall luxury car market. Although it is still difficult to fully recover the cumulative sales of all luxury brands in 20 19. However, it can be seen from the data released by FAW-Volkswagen that even under the strong attack of BMW and Mercedes-Benz, the cumulative sales volume of Audi brand still reached 688,900 units, up 4.2% year-on-year.
Looking back, since 200 1 Audi became the benchmark of "official car" in China, it has become the sales overlord of luxury car market since then, and has been staring at this new market from the throne 16 years. However, in 20 17, when BMW and Mercedes-Benz (including MINI and Smart respectively) were at the same starting line with Audi again with the scores of 594,300 and 665,438+0,900, BBA's "three defenses" battle officially ended Audi's absolute dominance in the luxury car market in China.
Now, after two years of market transition, even at the end of each year, BBA's three companies have topped the sales list by their own statistical methods, but in fact, BMW and Mercedes-Benz have never weakened their encirclement of Audi in all aspects.
Perhaps if data is used as an endorsement, especially domestic cars, thanks to the new car effect of the new Audi A6L, the new Audi Q5L and the new Audi Q3 and the dealer system painstakingly managed by FAW-Volkswagen for many years, the domestic delivery volume of Audi brand has exceeded 630,000 for the first time.
Among them, the new Audi A6L, as the main model, has sold 13. 1 1 10,000 vehicles; The cumulative sales volume of the new Audi Q5L was138,900 vehicles, up16.8% year-on-year; Audi A4L sold 65,438+068,400 vehicles, up 2.3% year-on-year.
It's not so amazing, and there won't be much suspense. Audi's new car still maintains its past staffing and strives to occupy the top few in various market segments. However, compared with previous years, Audi's specific performance in the terminal market is somewhat embarrassing.
"Brand directly affects and determines the positioning of products cultivated by enterprises and related marketing strategies." As kotler, the father of marketing, said, with the success of Mercedes-Benz and BMW in the global market and the brand strength supported by their long history, the single cognition created by Audi in China has been difficult for discerning China consumers.
Throughout the year, even if Audi comes up with brand-new A6L, Q5L, Q3 and Q2L, it still can't escape the curse of "exchanging price for market". Taking Q5L as an example, not only the main sales models are concentrated on the 40TFSI models, but also the terminal price has started to hover around 300,000. As for A3 and A4L, they have not been updated, and it is even more difficult to maintain a certain voice in the price in the terminal market.
After drinking ice for ten years, blood is hard to cool. For the ambitious Audi, the sales volume of 20 19 is certainly gratifying, but so what? In the past, the contrarian rise and polarization of luxury car market in China made players except BBA+L have lingering occupational fatigue and periodic powerlessness. Now, this irreversible sadness has begun to climb into Audi's heart again. So, in the future, how can Audi keep its current size among a group of enemies? This is a big problem that Audi and FAW-Volkswagen need to solve before SAIC Audi sets sail.
Text/Cao Jiadong
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