At present, Centennial Skoda is carrying out a self-revolution in China, whether it is the sinicization of products, or the trend of new energy and intelligence, as well as the efforts of user enterprises, are on the right path.
Author: Three Divisions
Image: Network
The 126-year-old Skoda brand has gained high recognition from Chinese consumers since it entered the Chinese market in 2005 and has established a good reputation with its Ashkenazi pedigree from the Volkswagen Group.
In the face of the rapidly changing Chinese market, this Ashkenazi quality "porter" will turn around in 2021, and a large wave of new cars developed with the chinese market demand as the concept is about to be launched, will they once again win the praise of Chinese consumers?
Brand and quality, the deep heritage of 100 years of Skoda
The logic of Chinese consumers' car selection, brand is still an important factor, because behind the brand, not only is the thick history and cultural heritage, but also the rich accumulation of technology.
Born in 1895, the ŠKODA brand is one of the world's earliest car brands, and in its hometown of the Czech Republic, Skoda, together with the capital Prague, is the national business card.
In 1924, Skoda was licensed to produce the hipano Suiza, a luxury car in the world at the time, with a chassis price even more expensive than rolls-Royce at the time.
In 1991, Skoda was acquired by Volkswagen of Germany, becoming its fourth largest brand after Volkswagen, Audi and SEAT. Since then, Skoda has not only a high-end pedigree, but also the quality of the German masses.
In the Chinese market, Skoda has also gone through 16 years, with its unique design and Ashkenazi quality, widely praised by Chinese consumers.
In the same technology as the Volkswagen brand, the same platform, sharing the golden power combination, coupled with the driving texture brought by the industry's first-class chassis tuning, Skoda has countless fans in China.
Most importantly, Skoda can judge the situation according to the Chinese market and adjust the brand strategy in a timely manner. As Chinese consumers have gradually formed a unique car culture and localization has become the keyword of joint venture brands, Skoda has also paid more and more attention to tailor-made for Chinese users.
In Skoda China's product line, the new Octavia PRO launched this year fully considers the preferences of Chinese users, such as wheelbase lengthening, standard RS sports style kit, etc. This is especially true of the new Kodiak, which will be launched next year. From the rapid adjustment of product strategy, it can be seen that the advantages of 100 years of Skoda are accumulated and developed, and the next step will be fully exerted in the Chinese market.
New energy and intelligence, follow the trend to seize the new outlet
Today, electrification and intelligence are the general direction of the development of China's automotive industry, and ŠKODA's transformation in China is also used as a starting point. The new Octavia PRO, which is listed in the new generation this year, is to continuously open up the boundaries and connotations of the Ashkenazi family car in terms of digitalization and technology.
The new Octavia PRO is the first model in ŠKODA to be based on Volkswagen's latest MQB EVO platform, and the biggest highlight of this platform is the application of the new digital architecture. Thanks to this, the new Octavia PRO communication speed is 4 times faster than the previous generation model, equipped with 15 ultrasonic/millimeter wave radar + 5 cameras, providing W-Hud head-up display, electronic displacement, 360-degree panoramic image and other cross-level equipment, with L2+ level of driver assistance functions.
The new Kodiak, which will land in the domestic market early next year, in addition to the sporty appearance and new floating streamer interior derived from the RS model, the German Zhilian Technology driving experience is the most anticipated highlight of the car.
For the first time, the car will use the MOS3.X system to unlock new gameplay such as Avatar's intelligent personal assistant, scenario-based map, driving video recording and taking photos for users, and establish more emotional connections with users.
In fact, in the field of in-vehicle mobile Internet, Skoda is also in the forefront of the European market in China. At the beginning of 2019, Skoda took the lead in equipping the Zebra Zhixing interconnection system on the Octavia, and was the first joint venture brand to adopt local car networking solutions.
In 2020, the Skoda intelligent vehicle connection system was launched, applied to many models such as Kodiak and Speed Pai, with five core functions of intelligent voice, intelligent navigation, intelligent entertainment, intelligent fun travel, and intelligent connected control car, which are used with saic-Volkswagen Skoda super App, providing a vehicle experience online at all times.
It is worth mentioning that the software level integrates many localized interconnection services, including real-time traffic data provided by AutoNavi, rich third-party in-car applications such as Kuwo Music and Himalayas, and smart home appliance linkage based on JD.com's Xiaoyu IoT platform.
In addition to the comprehensive intelligent upgrade of traditional fuel vehicles, Skoda's pure electric vehicles have also begun to start. At present, based on Volkswagen's MEB platform, the new CAR ENYAQ iV created by Skoda has been launched in Europe in 2020, and this year it has launched a coupe version. In the case of chip supply shortage and limited production capacity, the car still achieved sales of nearly 30,000 in the first three quarters of this year, of which the third quarter ranked fifth in the European Union.
In its 2030 NEXT LEVEL global strategy, Skoda also promised to put at least three pure electric models on the market in addition to the existing two pure electric overseas models. In the Chinese market, Skoda also plans to launch pure electric new vehicles according to the needs of users, accelerate electrification in an all-round way, and seize the outlet of China's new energy vehicle market.
To be a user-oriented enterprise, Skoda's self-revolution
The transformation of Skoda in the Chinese market is all-round, and on the basis of brand image innovation and product line upgrade, the service concept is also fully evolving.
After all, the car is a complex commodity, and the way companies deal with users from pre-sales to after-sales will also have a huge impact on purchase decisions, especially today, when the product is seriously involved.
First of all, in the communication with users, Skoda is no longer a high-cold model of the German technical school, but to the practice of user-oriented enterprises, taking "understanding the car, understanding you understand life" as the purpose of communication with users, through the new brand visual design, conveying the distinctive brand image of Skoda that is simple, warm, more touching and more full of surprises, and builds ŠKODA into a car brand with temperature.
For example, in the after-sales service link, make full use of the digital management system to improve service efficiency and quality. Skoda after-sales maintenance E-channel APP provides users with a safe, efficient, convenient and transparent after-sales service experience, including real-time interaction of electronic terminals, paperless electronic documents, remote confirmation of maintenance projects, mobile phone payment maintenance costs, real-time push of maintenance status, live broadcast of maintenance workshops, etc.
In the internal organizational structure, Skoda has also made targeted adjustments, through more flat management, improve marketing efficiency, improve the execution of terminals. In addition, the entire sales system has realized the front-loading of resources and improved the response speed.
For regional market management, the original market, sales, value-added, service and other subdivisions are integrated into the chief representative. In specific work, the relationship with dealers has changed from managers to sales and service participants.
In the future, Skoda will focus on the 150 core cities covering 80% of China's automobile consumer market capacity, focusing on improving market share and dealer delivery level, and providing consumers with a full range of service experiences.
summary
In the Chinese auto market, companies with technology will not be buried. If you have technology at the same time, you can effectively communicate with users and provide better services, then it is difficult to think of fire. At present, Centennial Skoda is carrying out a self-revolution in China, whether it is the sinicization of products, or the trend of new energy and intelligence, as well as the efforts of user enterprises, are on the right path. If you used to be a "straight man" and now you are a proper "warm man", do you like such a Skoda?
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