Text\Jinling
Although shortly after assuming the position of general manager of SAIC Volkswagen Sales Co., Ltd., Yu Jingmin publicly stated that it is necessary to take the lead in changing ideas and doing real young marketing, and the determination and speed of Volkswagen to turn around and innovate will be impressive.
However, eight months later, SAIC Volkswagen's sales performance means that Fat Tou Yu is a little too "optimistic". Purely in terms of the year-end sales report card, Fat Tou Yu did not pass the 2021 answer sheet of SAIC Volkswagen.
Undoubtedly, the overall performance of the auto market in 2021 is not optimistic, but there are also many brands that have achieved sales growth and have dug up the increment in the stock competition. However, for SAIC Volkswagen, 2021 is still a "hard" year.
Sales data show that saicid motor group cumulative sales of 5.4635 million vehicles in 2021, down 2.45% year-on-year. Among them, SAIC Volkswagen even played a leading role, its cumulative sales in 2021 was 1.242 million vehicles, down 17.50% year-on-year, which is also the largest decline among many brands of SAIC Volkswagen, which will also drag on the performance of SAIC Group.
In fact, this is the third consecutive year of sales decline of SAIC Volkswagen, the previous three years savoy Volkswagen sales were 2065,100 vehicles in 2018, 2,001,800 vehicles in 2019, 1,505,500 vehicles in 2020, and considering 1.242 million vehicles in 2021, SAIC Volkswagen's sales decline trend can be described as very obvious, and the double-digit decline not only made SAIC Volkswagen lose the "sales crown" throne that it had previously held, but also has been "FAW-Volkswagen" for three consecutive years. Anti-super, the reason for which is worthy of reflection by SAIC Volkswagen.
The decline in sales of SAIC Volkswagen is actually not difficult for the author to understand, and the reasons include products, word of mouth and marketing. From the product point of view, at present, SAIC Volkswagen's product layout has successively launched a mid-term redesign of Passat and a medium-term redesign of Tiguan L, but it has not been popular, and the overly homogeneous product force makes it unable to adjust the appetite of the new generation of consumers.
In terms of new energy vehicles, although the launch of ID.4X, ID.6X and ID.3, but the market is also not recognized enough, although there is SAIC Volkswagen's logo support, but its sales are lackluster, as of November 2021, the sales of the three models are 18594, 6436, 3901, whether compared with the new forces of car manufacturing or compared with the new energy vehicles launched by independent brands, it is not worth mentioning.
As for word of mouth, SAIC Volkswagen's products have long since gone off the altar. Previously, after the collision of Zhongbao Research Institute, Tiguan L and Passat's A-pillar bending made SAIC Volkswagen suffer a heavy blow, and the brand reputation once fell to the bottom, although the new model has improved in materials, but it has not been able to save its declining reputation.
In the complaint list of the 2021 car quality network, the soaring fuel consumption, start-stop system failure, exhaust failure and other problems caused by the "particle trap blockage" problem of SAIC Volkswagen Tiguan L are still common in the complaint list, and this problem has been erupting for a long time, but to this day, relevant complaints can still be seen, which also makes SAIC Volkswagen lose part of the consumer mind.
In addition, independent brands, including Geely, Great Wall, Changan, etc., have launched high-end brands, which also objectively eats the original market share of SAIC Volkswagen, and consumers vote with their feet and choose more cost-effective products, which also leads to the decline in sales of SAIC Volkswagen. In terms of new energy products, Tesla, Weilai, Xiaopeng, Ideal, etc. have all lined up and launched quite competitive products, which has also made SAIC Volkswagen's ID. series under pressure.
Of course, the chip shortage problem also has to be said that whether it is SAIC Volkswagen or other brands, it is facing chip shortage in 2021, which also restricts the sales recovery of SAIC Volkswagen in 2021 to a certain extent.
At the same time, the sales performance of the Skoda brand year-on-year waist cut makes SAIC Volkswagen have a hard time saying, its positioning coincides with SAIC Volkswagen's products, and it is not willing to fill the low-end market like FAW-Volkswagen's "Jetta", which instead makes Skoda a chicken rib, and eventually becomes savoy Volkswagen's drag oil bottle.
Write at the end:
Frozen three feet is not a day of cold, in the author's opinion, SAIC Volkswagen's sales decline is actually not unexpected, this point in every product complaint, every competitor launch, each month's sales report can be found in the hint, for the new SAIC Volkswagen sales company general manager has reached 8 months of Yu Jingmin, 2021 SAIC Volkswagen to achieve such results may be understandable, but can not be considered qualified, this year-end examination also means that Yu Jingmin, who is in the year of the fight, has not yet succeeded, still need to work hard.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Jinling, and the reprint should indicate the source)