"Last year, due to the impact of the new crown epidemic and the global chip shortage, the automotive market did encounter many setbacks, but with the close cooperation and efforts of us and dealer partners, import volkswagen has performed well in terms of sales, channels and after-sales." Zhang Haozhi, general manager of Volkswagen Imports, said this in an interview with mainstream media, including auto headlines.
On January 4, Volkswagen Imported Cars held a test drive event with the theme of "Operation Blue", and Touareg and New Weilan were the main models of the test drive event. While introducing the model, Zhang Haozhi also reviewed the development of imported Volkswagen in the past year.
In 2021, which is full of changes and turmoil, the challenges facing auto companies are self-evident, especially for foreign companies importing Volkswagen. However, the other side of the pressure is the power, and at present, the German car company is showing signs to the outside world, full of confidence to move forward under pressure.
Overall sales in 2021 are in line with expectations
The global epidemic continues, chip shortage and supply chain shortage followed, when the auto market is facing various difficulties, sales decline in the auto companies has been a common thing, but resist the pressure against the trend of rising is not a minority.
"From the perspective of Touareg, last year, the car's market share in the C-class luxury SUV market reached 7.5%, a new high in sales performance in the past 7 years; the situation of the new Weilan is relatively tortuous, and the listing was postponed due to the epidemic in the early stage, but since its listing in August last year, the sales volume of the new Weilan has gradually increased steadily, and the market share of B-class imported station wagons has reached 20%." From Zhang Haozhi's words, it is not difficult to see that in 2021, Volkswagen will have difficulties in importing cars, and there will be breakthroughs.
Sales breakthroughs are not without reason. As the pillar of sales, both Touareg and New Weilan have the special care of the brand side.
Zhang Haozhi said that China is the largest market for Touareg, and the headquarters will give priority to ensuring production quotas on the Chinese side, which is a clear direction. The newly launched new Weilan is also a key model to promote.
In addition to the achievements of the past, these two cars also carry the expectations of Volkswagen's imported cars in the new year. According to Zhang Haozhi, imported Volkswagen has set a challenge target for both Touareg and New Weilan, hoping to go up a higher level than last year with the gradual improvement and stability of chips and supply conditions.
In addition, the introduction of new products is also planned, Zhang Haozhi said, the next Volkswagen import vehicles also plan to introduce some new products to further expand the brand influence.
The distribution network network completes the intelligent upgrade
The steady increase in sales is inseparable from a sound dealer network, which is also within the consideration of Volkswagen's imported cars.
It is understood that Volkswagen's independent dealer network for imported vehicles is divided into three major regional markets in the north, middle and south, covering most of the first- and second-tier cities and some third- and fourth-tier cities. In Zhang Haozhi's eyes, this dealer network has strong enough combat effectiveness. "Sales ability and service professionalism are very high, we have also done a particularly in-depth training and communication of the entire network, and can respond quickly to policies and market orientation."
Zhang Haozhi mentioned that although the number of models sold in the past two years has decreased compared with before, Volkswagen import car dealers are in a good profitability, which also gives dealer partners enough confidence.
With the intelligence sweeping the automotive industry, users' requirements for intelligent experience are no longer limited to products, but have expanded to the whole process of automobile consumption. As the forefront of reaching users, offline distribution showrooms also have intelligent requirements.
"Starting in 2020, we have also carried out a series of upgrades to the offline physical showroom based on the design concept and logo of the new Volkswagen brand. By the end of last year, more than 90% of stores across the country had completed the upgrade of their showrooms. According to Zhang Haozhi, the focus of the exhibition hall upgrade is to improve the level of digitalization.
"The renovated exhibition hall adopts a more simple and modern new design style, further optimizing the customer service experience, and also bringing customers a scenario-based interactive experience by setting up a series of digital tools such as iPad, LED large screen, AR, and simulcast devices."
In addition to the upgrading of offline showrooms, Volkswagen Imported Cars has also launched mobile showrooms, city showrooms and Touareg Privilege Clubs.
Users are changing, and importing volkswagens are also changing
Behind the industrial change is the change of consumption concept.
Zhang Haozhi interpreted the market consumption trend: "Since the second half of last year, we have paid attention to the market has a relatively positive trend of consumption upgrading, the sales of high-end models have increased rapidly, and we have also paid attention to the fact that users are more cautious about car purchase decisions and are more careful. ”
For the concept of user consumption, the bigger change lies in the experience upgrade. Zhang Haozhi said that under the influence of the epidemic, the use of digital means to bring "experience evolution" to customers has become a new trend. To this end, Volkswagen Imported Cars has made a lot of digital changes in service and marketing.
According to its introduction, Volkswagen Imported Cars has developed an APP that facilitates direct access to customers – "iVW", and more than 60,000 car owners have completed registration. The APP can realize the linkage of online booking and offline delivery, as well as the function of after-sales maintenance appointment. In addition, Volkswagen imported cars have also added social media communication channels such as WeChat, Weibo, and Douyin to generate more interaction with customers. At the same time, it is also trying to build an aggregation platform to enhance user stickiness.
"While it remains to be seen whether the global chip shortage improves, we and our dealer partners are confident in 2022." Zhang Haozhi said.