"Hundreds of boats compete for the current, against the trend", which is a great test for any car company. According to the data of the Federation of Passenger Vehicles, the cumulative sales of FAW-Volkswagen from January to December 2021 were 1800777 vehicles, successfully winning the first place in the wholesale sales ranking of passenger car manufacturers in 2021, and pulling away from the "runner-up" and "third-place". As sales growth stabilizes, how FAW-Volkswagen breaks this situation to achieve new sales growth has become a problem it is facing.
As the so-called "A-class sedan, get the world", as the sales volume of FAW-Volkswagen "Huadan", positioned as the sagittarius of A+ sedans, after the mid-term redesign of FAW-Volkswagen's new Sagittarius can help FAW-Volkswagen to move towards a higher sales "peak"?
Create an A+ market with the choice of 3.5 million car owners!
The story of Sagitar in China dates back to 2006. Since its introduction to the Chinese market in 2006, Sagitar has not only successfully created the A+ car market, but also gained 3.5 million users in just 15 years, becoming a veritable "sales king" in the FAW-Volkswagen product camp. Even in 2021, when supply chains such as chip shortages are being affected, Sagitar is still the backbone of FAW-Volkswagen's sales.
As we all know, Sagittarius is not an A-class car in the strict sense, because it has the characteristics of more space and higher configuration than the A-class car, but it is below the B-class car in terms of price. With the continuous upgrading of consumption, the acceleration of market reshuffle and the rise of young consumers, major car companies have jumped out of the homogenization and competed again in the A+ car market. At present, the competition in this market has entered a white-hot stage, and Sagitar's "benchmark" position has become precarious.
Inheritance and innovation, design is more brilliant
As a well-deserved king, FAW-Volkswagen's new Sagittarius has erupted into a new "vitality" after a mid-term revamp. Whether in terms of appearance, interior, or power, the new Sagitar has made bold breakthroughs and innovations, once again refreshing consumers' impression of the "benchmark" of the A+ class sedan market. In general, the upgrade of the new Sagitar mainly focuses on three aspects:
First, the design breakthrough. Thanks to the MQB A2 platform, the appearance of the new Sagitar has changed significantly. The new Volkswagen adopts the sci-fi avant-garde design concept of "Vast Interstellar", which not only makes the whole vehicle look futuristic, but also has quality and style. Taking the new Sagitar front face as an example, a new starlight intake grille is adopted, and the middle of the hexagonal intake grille is decorated by two penetrating silver chrome strips, and the double-row chrome decoration divided from top to bottom is embedded, shining like a star. It should be noted that the concept of this front face design is similar to that of the new Passat's starry front face.
To further accentuate the layering of the rear, the new Sagitar creates a strong visual effect of horizontal extension by pairing layered lines with textured horizontal chrome trims. It is worth mentioning that the rear bumper and the double exhaust pipe decoration are integrated, presenting a strong visual impact, further enhancing the exquisite quality of the overall shape of the tail.
Second, the experience of skipping the level of space. The new Sagitar has also been further optimized in terms of body size, and the length of the car has been increased to 4791mm (38mm longer than the current model), which can be compared with some B-class cars. Thanks to this body size, the new Sagittarius offers ample space for the occupants.
Third, the new power choice. I have to say that the most anticipated thing about the new Sagitar is the change in its powertrain. For the first time, the new Sagitar will be powered by the EA211 1.5T EVO engine with a maximum power of 158Ps and a peak torque of 250N·m. Compared with the current 1.4T engine, the maximum power of the new Sagittarius will be increased by 8Ps, and the peak torque will remain unchanged. It should be noted that the EA211 1.5T EVO engine uses advanced technologies such as Miller cycle and APS coating to help achieve lower carbon emissions and fuel consumption.
The new Sagitar's superior product power not only brings the ultimate driving experience to the enterprising youth of the new era, but also helps them open a new car life with more taste. In other words, the innovation of the new Sagitar is more from the change of consumption concept in the new era. With the post-80s and post-90s becoming the main consumption force in the market, the upgrading of automobile consumption is no longer limited to product or brand upgrades, but also carries the pursuit of quality life of young consumers.
Reinventing the A+ benchmark
When it comes to consumers' pursuit of quality life, a more direct description is the core need of the times - product intelligence and technology. Among them, the large-size central control screen has gradually become an important criterion for whether everyone has a sense of science and technology for automotive products. In this regard, the new Sagitar is equipped with a 12-inch large central control screen for the first time, which makes the car more scientific and technological and quality.
In the context of the popularity of science and technology and intelligence, safe driving has always been a topic of concern for car companies and users. Therefore, the new Sagitar always adheres to the bottom line of safety. In terms of intelligent safety configuration, the new Sagitar is equipped with intelligent configurations such as travel Assist L2 driver assistance system and ACC3.0 advanced adaptive endurance system, which implements the "people-oriented" concept of safe driving.
The improvement of the new Sagitar product strength is not only a reinforcement of the Quality of the German system, but also a reshaping of the standard of A+ class sedans, which maximizes the consumer's demand for each upgrade of Sagitar, and brings users a real experience of skipping the class.
Sagittarius is still the same, and a new game is opened
Behind the product innovation, it means that the height of the corporate philosophy is improving. When the automotive market is constantly changing, FAW-Volkswagen has put forward a "price value strategy" in a timely manner, which enriches product equipment and enhances product value by increasing the high demand and high value equipment of users, so as to more comprehensively meet the diversified needs of consumers.
According to the deployment of FAW-Volkswagen, the new Sagitar, which will be launched next year, will fully sound the clarion call of the price value strategy. At the same time, FAW-Volkswagen's five new cars that follow the launch of the new Sagitar will also implement the price value strategy at the same time. At that time, FAW-Volkswagen will present a new brand image to consumers.
summary
User-centric, product innovation around the needs of users, and "easy to retract" in product strength, FAW-Volkswagen is worthy of being the "benchmark" of the A+ market segment. With the innovation of FAW-Volkswagen's new Sagitar and the transformation of its brand strategy, FAW-Volkswagen will inject strong impetus into the market with strong product strength and continue to lead the development of China's automotive industry.