On January 11, the 2021 annual automobile sales data released by the Association of Automobile Manufacturers showed that the retail sales of the SAIC Volkswagen brand reached 1342788 vehicles in 2021, and it won the domestic single-brand sales champion for consecutive years.
In terms of selling the main models, the Langyi family will sell 432034 vehicles in 2021, leading the domestic car market. The Passat family sold 146193 vehicles in retail sales 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 synergy of various models, the SUV family's annual retail sales reached 460729 units, ranking first in the sales list of joint venture brand SUVs. 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.
Fully invested in electrified 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.
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 intelligent mid-size SUVs. The new Tuon family is the first to apply the new MQB EVO digital intelligence architecture.
Deeply cultivate the quality advantage, and many 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, after winning the "2021 World Car of the Year" in the spring of 2021, the ID.4 X was evaluated by All Good in the new version of the C-IASI evaluation regulations of the China Insurance Research Institute, which is also the best result in the history of C-IASI evaluation.
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.
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.
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.
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.
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.