2021 is definitely a watershed for Volkswagen, this year, its sales fell sharply, netizens joked that Volkswagen "the golden sign is not working", its sales can be described as creating a new low in the past 5 years. This year, Langyi sales continue to decline, Bora sales just over 250,000, Sagitar sales are only 230,000 vehicles, its high-end model Maiteng total sales of only 130,000, Passat sales are also unbearable to look at, it shows that Volkswagen's weight in the hearts of Chinese consumers gradually declined, what is the reason for the above situation? "Automotive Overview" explains in detail from 4 aspects!
Popular sentiment is gradually falling lonely
One of the reasons why Volkswagen is known as the evergreen tree in the Chinese auto market is that Volkswagen has entered the Chinese auto market a long time ago, as early as around 2000, the domestic car brand has not yet been established, Volkswagen Jetta and Santana have been deeply rooted in the hearts of the people, many post-80s and post-90s childhood dream is to own a Volkswagen. Chinese are nostalgic, and the public has left us with too deep an impression, which is the fundamental reason why everyone is scrambling to buy the public.
But with the increasing development of China's automobile market, Chinese car owners have a deeper understanding of automobile knowledge, "public feelings" will gradually weaken, Chinese owners will choose a car suitable for themselves according to their own preferences, if you want to buy a vehicle with excellent durability, you will choose a Japanese car, if you want to buy a cost-effective vehicle, you will choose a domestic car.
The strong rise of independent brands
The reason why Volkswagen's sales are hot depends on the two major automobile groups that cooperate with Volkswagen, SAIC and FAW. SAIC and FAW are authentic state-owned enterprises with roots in the red, and their position in the domestic automotive circle is one of the best, and the cooperation between Volkswagen and SAIC and FAW is a strong combination, which will inevitably make Volkswagen rise in the Chinese auto market.
But the Independent Brand Car Companies in the Chinese Auto Market, most of which are private enterprises, such as Geely, great Wall, BYD, etc., at the beginning of the development of independent brand car companies, most of them want money without money, to technology without technology, therefore, independent brand car companies are also more than one dare to fight, one than one dare to fight, through the development of more cost-effective car companies to attract consumers to buy, in order to open the door to the automobile market, but with the gradual development of the automobile market, independent brand car companies have made major breakthroughs in technology and the market. This has led to the gradual loss of the brand advantage of Volkswagen's joint venture car companies in China.
Volkswagen's reputation gradually declined
What was the impression of the public in the minds of Chinese consumers in the past? Excellent durability, reliable stability, the owner of the car casually, can drive 200,000 to 300,000 kilometers, those using Volkswagen taxis, its driving range is as high as 800,000 or 900,000 kilometers.
But now Volkswagen, the problem point is prominent, 10 years ago, everyone began to complain about Volkswagen's dual-clutch transmission, gear shift setbacks, transmission noise and other problems frequently; after that, Volkswagen in the United States broke the emission fraud scandal, China's Volkswagen appeared Sagittarius shaft break, Tiguan L2.0T engine burning oil and other bad phenomena; in recent years, the safety of Volkswagen Passat has been problematic, coupled with the exhaust system particle trap is easy to be blocked. There is no doubt that Volkswagen's reputation is declining step by step.
Volkswagen's competitiveness is gradually lagging behind
Volkswagen is a decent traditional automobile company, in the field of traditional fuel vehicles, it is very competitive, but Volkswagen is slightly deficient in the configuration of science and technology, intelligent driving, new energy layout and so on. And the current automobile market, its technology development is very rapid, in the high-tech flood of the moment, Volkswagen is obviously some water and soil, you can look at the current Langyi, Sagitar, Maiteng, Passat and other models, whether it is interior styling, or interior technology sense configuration, they have been thrown away by the new force models.
Through the above analysis, it can be found that because the first-hand advantage is gradually lost, Volkswagen's sales in China will inevitably decline gradually, and if Volkswagen does not take strong measures, it will be difficult for Volkswagen to achieve the past glory in the Chinese auto market.