Since last year, the actions of traditional car companies in the field of new energy can be described as quite frequent, and there is a momentum of counterattacking new power manufacturers.
But to say that the manufacturers who have the most chicken blood hit, the first thing that fans think of is that the probability will be Volkswagen and their ID. series.
The forerunner of traditional car companies: Volkswagen and ID
Although Volkswagen still shows a calm image more often, in the layout of the new energy field, they are indeed ahead of many traditional car companies. Taking China as an example, as early as the end of 2019, Volkswagen established its first pure electric vehicle factory in Anting.
A year later, the domestic version of the ID.4 model ID.4 X and ID.4 CROZZ were officially released. It is officially blown by the public with a new attitude, into the domestic new energy market clarion call, in the past those what e-GOLF, everyone should be "nothing happened", okay?
By 2021, the larger ID.6 X/ID.6 CROZZ officially debuted, further opening up the product line of Volkswagen's new energy vehicles, and after that, the ID.3, which has been listed overseas for a period of time, was also officially released in China, and many voices believe that this is the most worthy of consideration for the joint venture pure tram within 200,000...
In any case, at this point, the Volkswagen ID. car series, which covers the price range of 150,000-300,000, has officially been assembled in the Chinese market, and compared with other joint venture brands, only Volkswagen can launch a relatively complete product line in this price range.
From the overall sales point of view, the ID. family's performance is still ideal. In December last year, the ID. family sold a total of 13,787 units, exceeding 10,000 units for four consecutive months. Although the performance of overseas markets is not outstanding, even the annual sales of 70,625 units have not yet reached the "80,000 vehicles" target set by Volkswagen in China.
However, the overall upward trend also makes the performance of the Volkswagen ID. family more worth looking forward to in the future.
Traditional car companies have made efforts to develop new energy, but...
In addition to Volkswagen, there are also more and more joint venture traditional car companies announcing in a high-profile manner that they will join the domestic new energy battlefield this year, which can be said to be much more lively than the oil and electricity changes in the past.
Before there was Cadillac with its Aoteneng platform and luxury SUV LYRIQ, intending to share a piece of the pie; after toyota, which was generally considered by consumers not to be optimistic about pure electric products, launched a pure electric architecture e-TNGA and the new car bZ4X, snapping its own face;
Even Honda has come up with their intelligent and efficient pure electric architecture e:N Architecture, and plans to officially launch two pure electric vehicles e:NS1/e:NP1 this year.
But the problem is that consumers are not too interested in the pure electrical products of traditional car companies, which can also be seen from the overall rise of the ID. family but the data is not very bright.
A big reason is reflected in the difference in the concept of car manufacturing, even if most of the traditional car companies early aware of the limitations of oil to electricity, and speed up the speed of investment in pure electric platform, but the actual experience of these new energy products is not separated from the original fuel products.
Even if there is innovation, the novelty of each detail is not enough to bring to the user.
These details can be embodied in the configuration of science and technology, compared to the variety of new power products, traditional car companies are still too conservative. Even in the extreme, many of the things left over by the new forces have been played by traditional car companies.
Then there is the sales model of directly operated stores, compared with the rapid expansion of new forces, the transformation of traditional brands in this regard is quite slow.
Not to mention those quite radical marketing cases, the degree of topics they bring is by no means comparable to the lack of novelty forms of traditional car companies.
Even if the Volkswagen ID. series is slightly civilized, the whole point of joint cross-border work, compared with the founders of some new power brands directly brushing fuel vehicles, the topic degree brought by it is still a small witch.
So, do the products of traditional car companies have no advantages? This is not the case, they have accumulated brand power and credibility over the years, and their rich experience in car manufacturing also makes the driving performance of pure electric products more mature.
If in the early years, when the products of the new forces had not yet become a climate and the market had few products to choose, it would be very convincing to emphasize these things when traditional car companies realized the plasticity of the field of pure electricity.
But after these years of development, the reputation of new forces has gradually accumulated, coupled with high-intensity marketing bombardment, with these things belated traditional car company products, in the eyes of ordinary consumers, these so-called advantages, not so obvious.
What else can traditional car companies do?
It is no exaggeration to say that new energy products put traditional car companies and new forces on the same starting line, under the influence of factors such as policy inducement and consumer concepts have changed, new energy, especially in the field of pure electricity, will only flourish in China.
In such a big environment, in addition to speeding up the establishment of a complete pure electric product line, there are actually many things that traditional car companies can do.
The simplest is to try to give more highlights to the product, at the very least, such as bringing more freshness in the configuration of technology, and more gimmicks in marketing.
As for the problems related to the sales field, while accelerating the construction of direct-operated stores, we must make full use of the existing traditional sales channels to have the opportunity to break the dilemma.