In the current domestic joint venture car market, German cars and Japanese cars can be described as half of each, a large number of market shares of American cars and Korean cars have been divided, and French cars have been struggling. Among them, German cars have been praised by many consumers by virtue of their advanced car manufacturing technology and excellent handling. In the high-end market, the three brands of Mercedes-Benz, BMW and Audi basically represent everything, and the brand influence of German cars can be seen.
However, among all the German cars, the popularity of Mercedes-Benz and BMW is not the top, and the German brands that are truly well known to everyone belong to the veteran car companies Volkswagen. Although Volkswagen also has models such as Audi and Bentley that focus on the high-end market, Volkswagen itself is still an affordable brand for the most ordinary consumers, and its Volkswagen Langyi, Volkswagen Tiguan and other models have also been well received by consumers and have become well-known good cars.
However, it is curious that with the rapid development of the automobile industry, major brands have successively launched several models that can be called god cars, but Volkswagen seems to have been silent, and it has not been a blockbuster in the market for a long time. This also makes many consumers can't help but start to wonder whether the public has exhausted its talents and can no longer build a god car.
The reason for Volkswagen's poor performance in recent years
First, the advantages of the product are weakened
As one of the first joint venture brands to enter the Chinese market, Volkswagen has occupied most of the market share as early as the 1980s, relying on a generation of god car Santana to create its own myth in the hearts of Chinese. Many northern city streets, whether they are taxis, commercial vehicles or private cars, are basically Volkswagen's models, and their comprehensive strength is extremely prominent.
In the world, Volkswagen may indeed not be the most influential brand, but it is definitely the most well-known joint venture brand in the hearts of the Chinese people, and even people who know nothing about cars can easily recognize the classic Volkswagen logo. However, in recent years, with the rapid development of other car series such as Japanese cars and American cars, Volkswagen's product advantages have also been affected to a certain extent. People's requirements for the quality of cars are getting higher and higher, and the requirements for the public that first established fame in the minds of the Chinese people are naturally more stringent.
Second, marketing means
Although Volkswagen has developed a solid audience in the domestic auto market early by relying on its own product advantages, with the continuous improvement of the car-making strength of other joint venture brands and independent brands, Volkswagen's car-making myth has finally been broken. Consumers finally realize that Volkswagen is only one of the earliest joint venture brands to become famous, and there is no essential difference from other brands. Coupled with the fact that the public has been exposed in recent years, many consumers have also been disappointed in the public.
Third, the traditional fuel vehicle market has been impacted
With the increasing attention paid to environmental protection issues in various countries in the world, new energy vehicles have become the future development direction of the automotive field, especially the affordable automobile market dominated by Volkswagen has been particularly seriously impacted by new energy vehicles, so the sales of various models of Volkswagen have also declined. Although Volkswagen also quickly responded, following the market trend and launching a series of new energy models, compared with Tesla, BYD, which are emerging new energy brands, Volkswagen's brand influence in the new energy market is obviously not as strong as that of fuel vehicles.
summary:
Because Volkswagen's brand influence has been further weakened by many joint venture brands and independent brands, coupled with the impact of the new energy vehicle market on Volkswagen itself, Volkswagen is tired of coping, so it is difficult to produce a national-level god car. However, as far as the current situation is concerned, Volkswagen also has many models that perform well, so it will not be affected too much for the time being.