“一代神車”桑塔納隕落，月銷僅1輛？

作者 | 紅桃皇後     來源 | 品牌頭版

年底的車圈好不熱鬧，比亞迪年銷300萬輛的消息讓整個車圈為之側目；蔚小理等新勢力開始喊響新口号；華為用一個又一個尖端智駕技術挑動着車圈神經。

不過，仔細盤點了一下，如今的車圈熱點被各大新能源車企牢牢占據，以往的王牌燃油車似乎已然失寵。

都說時代的大浪，或裹挾前行、或淹沒其中。在聚光燈照不到的地方，一位汽車“老朋友”桑塔納，正在黯然神傷！

新能源的輝煌與燃油車的落寞帶來的強烈反差，實在令人唏噓。

根據懂車帝公布的全國銷售資料，曾經的一代“神車”桑塔納11月銷量僅為一台，這款上世紀90年代風靡全國的汽車“白月光”，似乎真的要跟消費者說再見了。

究其原因，除了桑塔納自身生命力嚴重衰退，更重要的是，在電動化時代，它的存在已經變得和外界格格不入……

擁有桑塔納，走遍天下都不怕

在電車遍地跑的時代，桑塔納的名字似乎已然和當下有了很深的割裂感！

在大街小巷，新款桑塔納的身影很少出現，而老款桑塔納映入眼簾的第一反應，就是這個地方是不是在拍戲！    

記得最初對桑塔納的印象，還是停留在一部部年代戲中，劇中的主角創業成功或是出人頭地時，第一件事肯定是給自己安排一輛桑塔納。

▲ 圖源：電視劇《你是我兄弟》

的确，在過去的三四十年裡，桑塔納的名字幾乎傳遍了每一個家庭中，擁有桑塔納就等于佩戴上了成功的身份，同時也是能力和體面的象征。

在上世紀70年代時，中國轎車基本依賴進口，為了振興汽車工業，中國代表團與德國大衆汽車集團洽談合資造車合作，在衆多車型中，敲定了符合東方審美、四方八正的桑塔納。

▲ 圖源：網絡

作為第一台合資車，桑塔納的出現徹底點燃了國民對汽車的喜愛之情，由于其皮實耐用、空間寬敞、方正有力的特性，桑塔納長久以來占據着老百姓心中的最佳車型位置。

桑塔納自然而然地打開了“潘多拉魔盒”，從此中國汽車工業開啟了新的紀元。

彼時的桑塔納是正兒八經的“神車”，短短幾年生産量破萬，它的身影開始遍布大江南北。

也誕生出那句汽車史上最有力的廣告詞：“擁有桑塔納，走遍天下都不怕”，無數家庭将其視為成功的理想，同時不斷疊代的桑塔納也見證了一個時代的變革。    

▲ 圖源：網絡

作為大衆的排頭兵，桑塔納算得上中國市場最成功的車型之一，在近三四十年的曆史長河中，它曾連續22年奪得國内汽車銷量的冠軍。

《品牌頭版》采訪身邊人關于桑塔納印象時，幾乎每個人的成長過程中都有它的身影，村裡第一台車、結婚的頭車、坐過最多的計程車車型，某種程度上，桑塔納的沉浮起落，承載了新時代變遷印記和社會記憶。

而之是以被稱作“一代神車”，桑塔納不但引領了汽車的變革，同樣創下了不俗的銷售成績，在舊版桑塔納停産時，已經在中國市場賣出近400萬輛車。

在踏足山巅之後，這位“老朋友”也走向了低谷！

新款桑塔納，靠情懷走不遠

随着中國汽車工業的發展，越來越多的合資和自研車型開始占據市場，“神車”桑塔納不得不做出轉變。

2012年，大衆宣布老款桑塔納正式停産退出市場，與此同時，全新款桑塔納無縫銜接，登陸了中國市場。

▲ 圖源： Vista看天下

隻不過，對于大多數消費者而言，心中的桑塔納早已經随着經典款一同逝去，新款車已經給不了曾經的向往和期待。

但是，新款桑塔納還是延續了老款的堅挺銷量，2021年1-9月累計銷售超過12.6萬，不過更多的是靠着消費者對于桑塔納長久以來的情懷換取的。

跟不上時代，外觀無特色、配件簡陋等多個問題，都是消費者吐槽的焦點。

在2021年，就曾傳出桑塔納即将停産的消息，随着捷達變成獨立品牌、電動化開始強勢擡頭，桑塔納的退出傳聞似乎并無違和感。    

但彼時的大衆相關負責人表示：“目前，桑塔納品牌終端銷量穩定，未來，上汽大衆将根據市場實際情況，制定相關産品規劃。目前官方并無明确消息表示會停産。”

針對桑塔納的停産傳聞，業内普遍認為，受制于燃油消耗量積分達标需求，也就是說為鼓勵車企推動新能源汽車發展，高耗能燃油車越多，積分會越少，而桑塔納作為老牌燃油車的代表，它的存在拖累了上汽集團。

▲ 圖源：小紅書網友

價格定位偏低、盈利空間有限，桑塔納的掙紮訴說着多款老牌燃油車的困境。

根據多家媒體消息，各大地區的多家4s店内，已經沒有桑塔納在售，上汽大衆官網也已經查詢不到桑塔納這個車系，可以說如今想要買一輛桑塔納，已經是一件難事。

“一代神車”桑塔納，或許真的要跟中國市場消費者說再見了！

汽車的輝煌與落幕，翻滾出時代的浪花

國内消費者對于桑塔納的情感，不可謂不深！

在多次傳出停産消息時，大衆紛紛提議推出複古版桑塔納，或是順應潮流推出電車版桑塔納，甚至爆改經典款桑塔納一度成為新汽車時尚。

終究隻是消費者舍不得這位老朋友，不忍心看到它隻能出現在駕校教練車中，最後就這樣潦草謝幕。

但歸根結底，每個時代有每個時代的标志，那段光輝歲月永遠值得銘記。

從第一輛合資車，再到如今的電氣化浪潮，汽車的的輝煌與落幕，承載了太多時代的記憶。

不光是“神車”桑塔納，就連幾年前還很強勢的日系車品牌都已經面臨着巨大壓力，在新與舊的争端中不得已站到了舊的一邊。

在這一系列的變化中，可以看到本土汽車品牌的崛起和成長，比亞迪、蔚小理等品牌強勢引領新能源汽車發展，華為智駕再次推動電氣化邁向新台階。

從引進第一台合資車，再到越來越多的本土品牌走向海外，中國制造開始赢得越來越多的關注和認可。

而對于這些曾經引領過汽車浪潮，見證了時代變革的汽車品牌們，敗退和倒下或許是傳奇永存的最好歸宿。

▲ 圖源：網絡

但或許也隻是暫時的沉寂，随着新的技術疊代，重新赢得消費者和市場也未嘗不可，畢竟王者歸來的戲份也看點十足。

沉與浮，隻有留給時間來檢驗！

*編排 | 日堯  稽核 | 阿輝

本文首發于品牌頭版（ID：ceozhiku）

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.1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:#191919;background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 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#06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}