(Shanghai, January 11, 2022) -- According to the annual sales data released by the Association of Automobile Manufacturers, the SAIC Volkswagen brand will sell 1,342,788 vehicles in 2021, winning the domestic single-brand sales champion for the second consecutive time.
In terms of selling the main products, the Langyi family retailed 432,034 vehicles in the whole year, leading the domestic car market. The Passat family retailed 146,193 units throughout the year, and the upgrade was impressive. Thanks to the simultaneous renewal of the new Tiguan family and the new Tuon family, as well as the combination of multiple models, the SUV family retailed 460,729 units in the whole year, ranking first in the joint venture SUV. Since its launch at the end of March 2021, the ID. family has seen rising sales and has become a new market addition for mass brands.
In 2021, SAIC Volkswagen will release new cars intensively, vigorously promoting electrification, and the main models will be upgraded and iterated intensively. This year, a number of models in the series were widely recognized by third-party authoritative institutions, and continued to expand the quality advantages of the Volkswagen brand. At the same time, channel reform and marketing reform go hand in hand, and the firm "2C" concept and innovative user direct connection method continue to promote the process of brand rejuvenation and vitality.
Highlights of the new car: fully engaged in electrification and intelligent tracks
Following the completion and operation of SAIC Volkswagen's 17 billion yuan new energy vehicle factory, the Volkswagen brand will usher in the accumulation of ID products in 2021. Three new cars were rapidly launched in a year, and the ID.4 X, ID.6 X, and ID.3 completed the product layout of SAIC Volkswagen's ID. first year, and concentrated on the strong system strength of SAIC Volkswagen's electrification strategy. The three ID models have their own emphases on positioning, covering more electric vehicle users. ID.4 X meets the needs of young families to travel upgrades, ID.6 X is suitable for mature families to travel with multiple people, ID.3 is aimed at young individuals and families full of life fun and taste. Thanks to the reliability, ease of use and authentic car experience, the ID.family "cares about every day the user uses" and is becoming the ideal choice for many families in China.
At the same time, the main models of the Volkswagen brand on sale have been upgraded centrally, and the intelligent results have benefited more products. The new Tuon family, the new Tiguan family and the new Passat family have been listed successively, with younger designs and greatly improved intelligent technology. Among them, the new Passat family innovatively adopts the "double front face" strategy, which is more popular with young consumers. With the strength of IQ and yan value, the new Tiguan family has once again set a benchmark for the leading intelligent medium-sized SUV. The new Tuon family is the first to apply the new MQB EVO digital intelligent architecture, making the driving experience more intelligent and luxurious.
Word-of-mouth explosion: deep ploughing quality advantages A number of models are recognized
With the entry of new products into the car market, SAIC Volkswagen has received many awards and ratings from third-party authoritative institutions, and behind these honors is the quality car manufacturing concept that the Volkswagen brand has always adhered to. As the leader of the ID. family, the ID.4 X continues to write a success story in China after the ID.4 won the "2021 World Car of the Year" in the spring of 2021. In the new version of the C-IASI evaluation procedures, ID.4 X was evaluated by All Good, which is also the best result in the history of C-IASI evaluation, showing the research and development ideas of major manufacturers that consider user car safety and car cost from the whole life cycle. In addition, the ID.4 X stood out among the 32 shortlisted models and won the "China Environmental Car of the Year" on the "2022 China Car of the Year" list, and its outstanding performance in terms of mileage, handling and driving pleasure impressed the judges.
At the same time, in the evaluation results released by the User Committee of the China Association for Quality, the SAIC Volkswagen brand has gained a lot in various market segments, winning 8 championships in the User Satisfaction Evaluation (CACSI) of the Chinese automotive industry. Among them, ID.4 X, Tiguan L PHEV, Tiguan L, Tuyue, Langyi, Lingdu and Santana all topped the user satisfaction list, and after-sales service also achieved the first place in the joint venture brand.
Marketing Highlights: Focus on User Operations Innovative marketing models are fully rolled out
In terms of marketing channels, taking the new product as an opportunity, SAIC Volkswagen has deeply transformed into a "user-centric" one. The agency marketing model tailored for the ID. family has been fully rolled out, and the ID.Store (X) has entered the urban business circle, opened up new retail formats, and is closer to users, creating a new car purchase experience with online and offline interconnection. Under the new model, transparent and unified prices free consumers from the annoyance of price comparison; agents focus on offline services such as invitations, test drives, and model introductions. By the end of 2021, ID.agents have expanded to 757, and the first, second and third tier cities in the country have been fully covered. A total of 50 IDs. Store (X) opened in a new energy key development city to reach more consumers.
In terms of communication with consumers, mass brands are more youthful and social, and strive to create a user experience that is directly connected with the brand. In 2021, VW-branded private domain user traffic pools will achieve high-quality growth. Volkswagen's certified members exceeded 10 million, and tens of millions of traffic led the car circle. SAIC Volkswagen's super APP users have exceeded 6.31 million, and the number of fans on the all-social platform has exceeded 14 million, with rapid growth momentum. In addition, mass brands and young people play together, and marketing methods are also innovative. Whether it is the dream linkage with Pokémon and Qitian Dasheng, or the recruitment of car owners to shoot fashion blockbusters, walking the red carpet of the Huading Award and other pet fan activities, it continues to refresh the brand's presence and brand power among young people.
"There are always people who are getting old, but the masses are always young." In the more than 30 years of deep cultivation of the domestic automobile market, the SAIC Volkswagen brand has always been guided by consumer demand, constantly creating new sales records, and ranking first in a single brand. By the end of 2021, saicid volkswagen brand cumulative sales exceeded 21.45 million vehicles in history, far ahead among domestic automobile brands. These 21.45 million+ trusts will empower the brand to develop in a new round in the future, and accompany more consumers to share high-quality travel.
Disclaimer: Some of the pictures and content in this article originate from the Internet, if there is infringement or false reporting, please contact us within 30 days to modify or delete, otherwise it will be regarded as a voluntary waiver of rights!