At the end of the year, the last A-class auto show in Guangzhou has been completely dispersed, but the highlights of the auto show scene are like a cup of mellow, and the aftertaste is endless. Among them, the volkswagen booth left a deep impression on people. This is not only a heavy new product led by Sagitar to meet with everyone, but also because what is presented to the world is Volkswagen's new brand strategic thinking.
What's new about Sagitar, which still occupies the C position?
Looking around the booths of the Guangzhou Auto Show, more and more car companies, their respective new energy models occupy a prominent position, becoming the focus of the entire booth. In contrast, FAW-Volkswagen, which has the highest sales volume and the largest volume in China, still leaves the C position to Sagitar, which arouses people's curiosity.
Speaking of Sagitar's history in China, it is not very long, but it can definitely withstand the test of the Chinese market. Since entering China in 2006, in the past 15 years, it has gained the support and trust of 3.5 million users, and has won the first place in the A-class high-end sedan segment for 9 consecutive years, creating its own glory and legend with the "benchmark strength" of its opponents. Unveiled at the auto show, the new Sagitar has been renewed and upgraded in all aspects of appearance, interior and power, and will once again refresh the benchmark of the A+ class sedan market.
The new Sagitar, which will usher in a mid-term redesign next year, is obvious in appearance. Overall, the new Sagitar adopts the design concept of "Vast Interstellar", which perfectly blends the sci-fi interstellar mysteries with the romance of German industrial design, avant-garde and dynamic and full of futuristic quality.
For example, the front face adopts a new Xinghui air intake grille, supplemented by IQ.LIGHT intelligent matrix LED headlights and front grille exterior atmosphere lights, tough and sharp six-sided line dive front cover and grille façade perfectly fit, exuding a strong sense of strength and order, combined with the air intake grille embedded in the upper and lower split double row chrome decoration, the front part of the visual feeling like the stars, atmospheric and stylish.
At the same time, the new Sagitar tail is designed through the geometric design of the star trail, and the layered lines are outlined with the planetary trajectory, which is perfectly integrated with the design style of the whole vehicle. In addition, in terms of body length, it was extended to 4,791mm to make the side lines more slender. At the body size level, the new Sagittarius is comparable to the B-class car, which will enable users to cross the level of driving experience.
In terms of interior, the new Sagitar has been equipped with a new suspension large-size central control screen. The size of this large central control screen has reached 12 inches, and such a large size of the central control screen usually only appears on higher-level models, such as Maiteng. Sagitar will be equipped with this large screen on the main sales model, and FAW-Volkswagen also hopes to bring users a better leapfrog technology experience.
As for power, the new Sagitar is equipped with the EA211 1.5TEVO engine, which matches the classic DSG dual-clutch transmission, and the golden combination makes the new car more powerful and less fuel consumption.
Compared with the old models, the new Sagitar has made great breakthroughs in terms of appearance, configuration, performance and so on. The new Sagitar will also rely on the price value strategy, increase the allocation of science and technology, comprehensively enhance the value of products, and bring consumers a higher value, high-quality car experience.
New brand strategy helps the public understand the "public" better
If you just look at what's changed in the new car at the booth, you're obviously underestimating FAW-Volkswagen. From the new Sagitar, it also shows the new concept of FAW-Volkswagen in its marketing strategy, which will run through its product system and the whole life cycle of car purchase in the future.
All along, the high-end configuration of FAW-Volkswagen products has been mainly equipped on high-end models and even flagship models, and the configuration of low-end models is relatively simple. Therefore, in order to meet the needs of users for high-tech configurations, FAW-Volkswagen has launched a price value strategy, that is, to greatly increase the equipment of all models, low- and medium-sized models, and main sales models, and greatly enhance the value of products. It can be seen that the price-value strategy will bring consumers higher value, more affordable and more value-preserving products, and more comprehensively meet the diversified needs of consumers. Faw-Volkswagen has begun to implement the "price value strategy" in the recent new products, including the Lanjing, Golf, CC family and other models.
Moreover, according to the faw-Volkswagen plan, the new digital retail experience business has been gradually integrated into the existing traditional 4S stores since last year, and a large number of pilot work has appeared this year. In the FAW-Volkswagen internal called the traditional 4S store digital upgrade, the digital upgrade for the client, to provide customers with better service.
In the view of FAW-Volkswagen, although the sales model has changed, the core of the new retail experience is still "users". FAW-Volkswagen believes that digital technology is ultimately aimed at meeting customer needs. For example, online functions may not only be for sales, especially for the new generation of consumers after 85, who pay more attention to the combination of online information and price comparison and offline service experience. Digitalization solves the problem of efficiency, and solves the problem of the rapid integration of information jointly built by OEMs, financial providers and users. This is the basic logic of FAW-Volkswagen's new retail model, which realizes more contact points with customers online and offline to meet the needs of consumers in real time.
For FAW-Volkswagen, sales digitalization is based on lean management of user needs, and transparent management of the sales process is realized through digital tools such as MEP, BI platform, and test drive digitization to support the lean transformation of sales. At the same time, it has also formulated a more flexible sales policy, and launched a variety of innovative user policies and rights based on user car use scenarios and car pain points. As for the use of service digitalization to improve user service experience, FAW-Volkswagen has achieved results through OTD personalization. Among the mainstream automobile brands in China, it pioneered the personalized customization e-commerce platform, realized the customization of all Volkswagen models, and provided customers with a wealth of choices. Not only can you view the status of your order in real time, but you can also significantly shorten the lead time.
It is understood that FAW-Volkswagen's personalized customization is divided into two stages, the current stage is mainly to achieve personalized customization of all model configurations, and will also achieve user-centered comprehensive customization in the future, including 360-degree customization of products, financial policies and services. At present, the average lead time of Volkswagen brand models has been shortened to 33.6 days. What's more, the OTD project has brought 150,000 sales to the Volkswagen brand.
For the ID. family, FAW-Volkswagen also launched an agency sales model, with channel authorization covering 251 cities and a total of 818 agents, maximizing the authorization of the core market of new energy. The core business district has created diversified channels such as offline ID-HUB experience stores and ID.commercial circle pop-up stores to meet the needs of users' car purchase and experience at all times.
In terms of product layout, FAW-Volkswagen has formed a product matrix of "troika" of cars, SUVs and new energy. The debut of the new Sagitar will also inject stronger market impetus into the product strength of FAW-Volkswagen. In the future, FAW-Volkswagen will continue to adhere to the user-centric, deeply cultivate the price value strategy, create more high-quality products that meet the needs of users, and work together with more than 22 million users to create a better future.
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