A few days ago, the November sales data released by the Association showed that in November, SAIC Volkswagen achieved retail sales of 113,000 vehicles, of which the Volkswagen brand retail sales in November were 105001 vehicles, and the annual cumulative retail sales have exceeded 1.21 million vehicles, ranking first in the domestic single brand sales, and it is also the only single brand with annual cumulative retail sales exceeding 1 million vehicles.
The overall steady upwards, while in terms of new energy, SAIC Volkswagen handed over a high score. Since the beginning of this year, SAIC Volkswagen has initially completed the ID. product layout, and the rapid new product listing reflects the system strength of SAIC Volkswagen in the electrification layout; not only that, in November, the SAIC Volkswagen ID. family achieved retail sales of 7,007 vehicles, continuing the hot sales momentum of 7,000+ vehicles.
Return to the essence of the car, complete the ID. first year product layout
This year for SAIC Volkswagen, can be said to be a very important year, successively listed ID.4 X, ID.6 X and ID.3, completed the SAIC Volkswagen ID. first year of the product layout; since the end of March launch, SAIC Volkswagen ID. family in only 3 months to achieve a single month sales of more than 1,000 vehicles, September to achieve sales of 5,001 units, October to achieve sales of 7,052 units, November to achieve sales of 7,007 units, stand firm at the mark of 7,000 units, sales to maintain a positive growth trend.
It is worth mentioning that the current best-selling electric vehicle in Europe, ID.3, was officially launched in China in October, which is also the fifth ID.series model launched by Volkswagen Group in the Chinese market this year, unlike ID.4 and ID.6, which were introduced by SAIC Volkswagen and FAW-Volkswagen synchronously, AND.3 was "exclusively" introduced by SAIC Volkswagen, which once again proved the pioneering role of SAIC Volkswagen in Volkswagen's transformation.
Behind the steady upward sales performance of the SAIC Volkswagen ID. family is its more outstanding product quality and product force setting that is more in line with the needs of users, as a giant of traditional car companies, SAIC Volkswagen pays more attention to the essence of the car in the research and development of electrification transformation, and returns to the development of electric vehicle models that return to the essence of the car, rather than overemphasizing the "futures configuration", more importantly, emphasizing the core content of the vehicle itself such as control, safety and comfort.
In order to create a more in line with the needs of Chinese consumers and solve the safety and quality pain points of pure electric vehicle users, SAIC Volkswagen has built a new energy test center based on the core three electric vehicles of new energy vehicles, and has the same recognition test capabilities as the German Volkswagen R&D headquarters for three electric systems such as batteries and electric drives.
Recently, the volkswagen ID.4 X in the last issue won the All Good evaluation of the new version of the C-IASI evaluation procedure of China Insurance Research Institute, and achieved the best result in the history of C-IASI evaluation. THE ID.series power battery was awarded the "Star of Quality Victory" by TV Nandezhi Greater China Group, becoming the first domestic winner of the award.
Close to users, young marketing tricks to attract customers
In the industry's view, in addition to product strength, behind the steady growth of ID.family sales is also the factor of SAIC Volkswagen's marketing style. As the younger generation becomes the main force of consumption, the automotive industry not only shows a trend of rejuvenation in product use, but also gradually caters to the preferences of young people at the marketing level and becomes more youthful.
SAIC Volkswagen is innovating in the marketing of ID. family products and really playing with young people. The SAIC Volkswagen ID. family cooperates with pokémon popular characters to inject cross-border genes into the brand and let the electric factor pass on in all directions; ID.4 X invites Liu Yifei as the brand spokesperson, working with the King of Glory Professional League to get close to young consumer groups; During the Spring Festival, ID.4 X A "Filipino" soaring WeChat New Year red envelope cover, which has created 1.6 billion exposures.
As the national tide has become a boom sought after by young consumers, SAIC Volkswagen has also combined with the national tide, ID.4 X and Shanghai Fine Arts Film Studio have joined hands to create a series of short videos such as "The First Tiangong Racing Race" through the classic image of Qitian Dasheng, and the combination of electric "new forces" and national tide classics has enhanced the brand image and brand exposure while also losing the pursuit of feelings.
Not only that, the current post-90s generation prefers to swim in the online world, and if you want to talk to young people, you must always maintain the mentality of young people and understand the way young people are online. SAIC Volkswagen ID.6 X jointly called Beast Yi Xiaoxing to play with viral transmission, jointly launched the #Send the Boss to Space # Weibo topic, the topic reached 230 million views, know how to evaluate SAIC Volkswagen ID.6 X# is on the auto list NO.1, through "viral transmission", SAIC Volkswagen ID.6 X has become a topic of concern for young people.
In the increasingly competitive new energy vehicle market, products and marketing are complementary to each other, and the hard power of products also needs the dissemination of fancy marketing to truly achieve a double harvest of traffic and sales, and SAIC Volkswagen has obviously mastered the secret of victory.