"Volkswagen brand definition of the ID. family, for us is safe and reliable, very good driving control quality, on the basis of which we must have very good intelligence and interaction capabilities, this is a good car we define" On November 19, 2021, at the 19th Guangzhou Auto Show Media Day, FU Qiang, brand marketing director of SAIC Volkswagen ID. brand, expressed his definition and insights on a good car, and at the same time, it also represented the car-making concept adhered to by volkswagen brand ID. series models.
Referring to the reliable safety quality of the vehicle, Fu Qiang explained in detail the strict control of the volkswagen ID. series model for vehicle safety, which said: "We use 338 battery pack safety tests, and the anti-attenuation ability of the battery is estimated to be the best in this industry." 500 times of attenuation, 500 times of repeated charging, what is the attenuation of this battery? Attenuates by 2.8%. It means that every charge, in id.4 X for example, 550 km of endurance, multiplied by 500 times, is more than 250,000 km, for ordinary consumers may be open for 5 years, battery attenuation is only 2.8%, this is our safe and reliable quality."
It seems that in order to confirm this sentence, for several consecutive days, ID.4 X has won the All Good evaluation of the new version of the C-IASI testing procedure of China Insurance Research Institute, and achieved the best results in the history of C-IASI testing. Not only that, the ID.series battery won the "Star of Glory" of TUV Nandezhi Greater China Group, becoming the first winner in China. From this point of view, I see volkswagen with "safety" as the endorsement, so as to continue to import excellent quality, safe and reliable good cars for the market.
At the media communication meeting, SAIC Volkswagen executives frequently mentioned two words, namely "All in Volkswagen" and "All For Volkswagen". The so-called "All in Volkswagen" refers to the determination and attitude of the SAIC Volkswagen brand to invest in the entire new electric track. This is mainly reflected in the two aspects of new technologies and new products, the first is that it said that in the future, SAIC Volkswagen will spend 17 billion yuan to build a new MEB factory in Anting, known as the "lights off factory", to carry out the fully automated production of the Volkswagen brand.
It is understood that this factory is a highly automated and intelligent factory, and the assembly workshop has 1444 robots, which also indirectly reflects SAIC Volkswagen's strict control of product quality. Fu Qiang said in an interview: The so-called "lights off factory" as the name suggests is to turn off all the lights, in the absence of lights under the condition that the vehicle can still maintain normal production, which also describes the factory's highly automated and intelligent production mode, each node is detected by robots, thus greatly reducing the instability of quality caused by human operation. At the same time, the factory also has the characteristics of solid materials, because the entire factory has 17 billion as the support behind, so that every car produced by the factory has the DNA of the Volkswagen brand, so that it is really easy to drive, easy to use, safe, reliable and the real endurance of the vehicle, and these characteristics will also help Volkswagen's entire ID. family to take off further in the future.
In addition, the three ID. series models launched by SAIC Volkswagen this year are also a major highlight. What we need to know is that this is unique in the history of Volkswagen brands, and may not appear in the future, and the purpose of this is only to meet the diverse needs of Chinese consumers.
In March this year, Volkswagen launched the ID.4 X as an electric vehicle that can adapt to the travel needs of mature families in China, and is committed to meeting the various driving scenarios encountered by consumers. It is worth noting that the ID.4 X has won the title of "2021 World Car of the Year" in the past, not only that, but in the upcoming China Car of the Year awards, id.4 X is also a popular model, if it can win the annual model in China, then ID.4 X will be a double champion.
In June, Volkswagen released the ID.6 X, which provides a three-row, seven-seat solution for multi-person travel for mature families in China. At the scene, SAIC Volkswagen officially said: Next year, the ID.6 X will be exported to the European market, which is the first time in Volkswagen's history that the car customized for the Chinese market has been fed back to the European market, and it has also opened up a certain market for the SAIC Volkswagen brand in Europe."
In October this year, the European pin crown ID.3 was also officially introduced into the domestic market by SAIC Volkswagen, and in the interview process, Fu Qiang also said that "as the european pin crown, as soon as it enters the Chinese market, it has been eagerly concerned and sought after by consumers." More than 1,000 models were sold out within 2 weeks of launch. Because of the shortage of chips, consumers now need to wait 4-6 weeks if they want to order this car. We are also working to optimize production capacity to better meet the needs of Chinese consumers. ”
When asked why ID.3 sales have increased steadily, Fu Qiang mentioned that ID.3's unique product characteristics are a strong guarantee for its sales growth. WITH A Bauhaus-style design language, and its own bold and youthful contrast design, ID.3 has successfully captured the attention of a large number of young consumers, especially female consumers, plus itself is equipped with outstanding intelligent configurations including ID.Light, L2 level assisted driving functions, and under the blessing of good performance kits such as 20-inch large wheels and independent five-link suspension system, ID.3 provides ID.3 with the characteristics of integrating tide fun, intelligence and driving fun, providing consumers with full of fun.
In addition to the ID. series models mentioned above and the MEB plant, SAIC Volkswagen has also made significant changes in other aspects this year, especially in terms of sales methods and brand operations, and it is necessary to talk about the new concept of "All for Volkswagen" mentioned earlier.
Tang Xu, senior director of marketing at SAIC Volkswagen, said at the scene that this concept was born from a slogan on the 30th anniversary of SAIC Volkswagen: "Build every Volkswagen, only for every Volkswagen", and this is also the origin of "All for Volkswagen".
The most emblematic of "All for Volkswagen" is that SAIC Volkswagen has set up a service center operated by direct sales, that is, the SAIC Volkswagen Super APP.
Taking the ID. family as an example, APP has set up a team of 100 people to integrate marketing, sales, management after-sales and integration, and in order to be able to take care of each user's use experience as much as possible. Everyone has registered on the super APP, so that whether users like or give opinions, the background will receive and feedback for the first time, which also directly closes the distance between users and manufacturers. This is also a big step for SAIC Volkswagen to move towards 2C, although this method directly closes the distance between manufacturers and users, but it does not mean that manufacturers will abandon dealers in the follow-up process.
At present, id. series models still use the agency system of marketing methods, manufacturers can use the platform and tools to empower 1,000 dealers, in the use of data to do sales at the same time, but also through the data to directly manage dealers, so that it can better serve users. For example, if a user orders a car through the super APP, ID.partners will track every sales consultant encountered by the user during the car purchase process to ensure that they provide users with better service.
Tang Xujing said at the scene: "SAIC Volkswagen internally calls it a user-led C-B-D model, the essence of which is to facilitate one-on-one direct communication between manufacturers and users."
In the future, SAIC Volkswagen will also be able to reach out to users through all-media content coverage. And it will realize the full-link brand communication mode from the three aspects of new launch, new grass planting and new members.
The new launch, as the name suggests, is to focus on better cooperation content and cooperation methods, so that it can achieve the purpose of less and less pure hard and wide delivery.
Take the example of Tuan PA, which was listed this year, Tu on PA chose to launch it in the form of the Douyin Red Man Festival at the beginning of its listing, and completely "played" with the platform and users. In the end, the total number of views of the entire topic exceeded 150,000, and the number of likes exceeded 26 million. At the beginning of the listing, Volkswagen Passat also borrowed the power of IP, threw out the topic of "the Internet said to lie flat, I am not going to run", and found a star debater of "Strange Story" to fight, creating click highlights, so that young consumers and manufacturers have a closer connection.
The new grass is through the form of live broadcast and search platform to create a new live broadcast matrix, so that dealers can also "play" a good time.
Last year, SAIC Volkswagen officially created 100 ace anchors, and so far, these 100 ace anchors have conducted more than 63,000 live broadcasts, with a total of more than 220 million viewers. And dealers also "play" with users through live broadcasting, of which the highest number of dealers in a single live broadcast reached 1.54 million. More than "play", now some dealers also open a profit "new model" through live streaming with goods, and some data show that the most stores have sold more than 60 new cars in a month by live streaming goods alone, truly realizing "playing and making money".
New members are through the above-mentioned super APP, so that users can share some of the interesting things they encounter in their daily lives in the APP, as if all users are in a community. It is reported that the current daily active users in the APP are about 2 million, and more than 500 car friends will choose to enter the APP. It is foreseeable that in the future, there will be a continuous increase in new people joining this big "community".
Not only online interaction, but also offline rider gatherings. It is reported that next year SAIC Volkswagen will hold official car clubs in 50 key cities across the country, integrating online and offline to hold more and more fan activities. And no longer take the way of doing activities only for new car potential customers, these activities are more for car owners, so that owners realize that he is not only buying a car, but also a new way of life.
Under the strategy of "All in Volkswagen" and "All for Volkswagen", it is enough to see that SAIC Volkswagen is very concerned about the connection between itself and users. This time, Volkswagen chose to use services, technologies and products to bring users better service, car purchase and car experience. In this way, we can narrow the sense of distance between ourselves and the user and realize the heating up of the relationship with the user. Of course, this time SAIC Volkswagen did not leave behind young consumers, especially post-90s and post-00s users, which broke the previous "old-fashioned" marketing methods, chose to put down the identity of joint venture cars, and completely "played" with young user groups. With a new service model and communication methods, in order to break consumers' past understanding of mass brands. With old customers with new customers, let new customers truly recognize the public's strict control of high-quality and high-quality products.