In the past 2021, FAW-Volkswagen once again won the top spot in sales in the domestic market. For FAW-Volkswagen, the past year has been a year of transformation and a year of continuous improvement of the product line, of which Lanjing as a blockbuster flagship product has filled the gap in the past of FAW-Volkswagen in the field of medium and large SUVs.
Since the launch of Tange in 2018, FAW-Volkswagen has embarked on an SUV journey and truly realized the leap from 0 to have, from A-class to B+. As the first medium-sized SUV, the arrival of The Frontier not only enriched the product matrix, but also led the SUV family to open up a new market.
Shoulder to shoulder luxury, the world's largest flagship SUV
Lanjing is the flagship product launched by FAW-Volkswagen on its 30th anniversary and the first B+-class all-round SUV model of the Volkswagen brand to exceed 5.1m in the global automotive market. For the Volkswagen brand, Lanjing bears the heavy responsibility of brand upwards.
From the perspective of the medium and large SUV market, with the upgrading of consumption, sales have continued to rise in recent years. In the field of joint venture brands, medium and large SUVs have gradually become the key models of more and more car companies. In this field, SAIC Volkswagen's Tuon and Japan's Highlander perform better in the market. However, the positioning of Lanjing in the mass system is higher than that of Tuon, and at the same time, in terms of size and configuration, it is more than the current B-class SUV. In other words, Lanjing is a Volkswagen vehicle that surpasses the Volkswagen level and opens up a new product segment in the field of joint ventures.
From the perspective of positioning, Lanjing is a new all-round flagship SUV, relying on the new MQB41B platform, with 5152mm×2002mm× 1795mm of super large body size beyond the same level. Based on the new design language, Lanjing adopts the latest SUV design language of the Volkswagen brand in terms of appearance, draws on the Audi Q8 design concept, adopts the tail light of the full LED through design, and the newly designed 8 exterior atmosphere lights and 14 interior atmosphere lights, using the wrap-around design concept, creates a strong exclusive and distinguished atmosphere. The 10.25-inch meter and the 12-inch LCD central control screen are integrated into one, creating a visual effect of an ultra-wide screen. Electronic gear handles, electronic handbrakes, and automatic parking on the floating center console minimize physical buttons and truly make them tactile. From the perspective of power, Lanjing adopts the latest global power system of the Volkswagen brand, provides a variety of driving mode options, equipped with the world's first DQ501 gearbox and the sixth-generation BorgWarner-Hendt four-wheel drive system, bringing surging power at the same time, the sense of control is more delicate and stable. In addition, the top model also uses a 2.5TV6 engine. Plenty of power makes driving more enjoyable, and it's an important part of the luxury experience.
The large space of the whole area can not only meet the daily use of multi-member families, but also the flexible seating layout of the whole series of 6-seater/7-seaters can also meet the needs of commercial use. In addition, from the overall size point of view, the size of the range is larger than that of the first-class BMW X5, which improves the stability of driving to a certain extent. Compared with the first-line luxury medium and large SUVs, the price of the lanjing is lower (the official guidance price is 299,900 to 399,900 yuan), but it can be compared with the ride comfort, space, intelligence, safety, performance and other aspects, and the high cost performance has brought it a competitive advantage. Entry is high-end, the main sales is the flagship, for example, only the 380TSI four-wheel drive luxury Jiajing Edition Pro, this medium-equipped model has been equipped with TravelAssist L2+ level driving assistance, front and rear parking radar, 360 ° panoramic visual parking and other functions, with LCD instruments and central control two-panel, Vehicle Networking and other flagship design, not only full of sense of technology, but also enhance the luxury experience of the vehicle.
On the other hand, the positioning of the flagship SUV reflects the highest level of technology of the FAW-Volkswagen brand. Lanjing is a product created on the new intelligent platform MQBEvo, and the biggest change of the platform is that it can support the digitization of fuel vehicles at the bottom. With the blessing of the MQBEvo platform, Lanjing can be equipped with more intelligent driver assistance systems, bringing more rapid interaction response speed, allowing users to enjoy a smooth and natural operation experience at all times. In addition, in addition to achieving L2+ level intelligent assisted driving, Lanjing is also equipped with intelligent voice interaction, intelligent navigation planning and other functions, as well as a smart service ecology that can listen to songs and books, a smart mobile phone control car, and a smart travel experience that shares location information with friends at any time.
Precise positioning
The current automobile market has become a stock competition market, which means that consumers are more and more demanding of automotive products. Under the premise of ensuring product quality, accurate positioning and precision marketing are crucial for car companies. The target group of people is very clear, they are the achievers of the new era with both charm and strength, who pursue freedom but not indulgence, have personal space and will also compromise appropriately for their families.
In recent years, with the full opening of the two-child policy and the three-child policy, the ordinary 5-seater model has been unable to meet the needs of the whole family, and many families have begun to shift the demand for car purchases to medium- and large-sized household SUVs, which are mainly represented by the 6-seater/7-seat SUV represented by the lanjing. According to a report released by the E-Car Research Institute, from 2014 to 2020, the proportion of passenger car purchases in China has risen from 35% to 60%, which is conducive to the development of medium and large SUVs based on increased purchases; from 2016 to 2020, the average price of Passenger Car bicycles in China has risen from 125,000 yuan to 151,300 yuan, and the proportion of models of 250,000 yuan to 500,000 yuan has continued to increase, which is conducive to the development of medium and large SUVs dominated by mid-to-high-end SUV. In recent years, chinese consumers' enthusiasm for SUV models has continued unabated, especially medium and large SUVs, which are highly sought after by the market with factors such as better vision, greater space and stronger personalization.
The industry believes that the three-child policy is a major positive for the car market, which is conducive to the growth of the 7-seat SUV market, and the launch of the territory is timely. Judging from the sales data, in recent years, the sales volume of medium and large SUV terminals has continued to increase and the average price of bicycles is high, which has brought rich returns to car companies and dealers. For example, at the beginning of 2017, Volkswagen Tuon was officially listed, priced at 308,900 yuan to 518,900 yuan, far lower than Mercedes-Benz, BMW and other similar models, and then Tuon quickly went up and became a benchmark model in the medium and large SUV car market. From the perspective of space and configuration, the joint venture medium and large SUV that is higher than the same level ratio, although it has a luxury car-level configuration, but at the same time the price is lower than that of luxury cars, so the launch of the territory will be conducive to the growth of the entire medium-sized and large-scale SUV market.
With the continuous expansion of the middle class and the promotion of the three-child policy, the replacement / additional car purchase crowd has become the main force of new consumption, compared with the first-time buyers, they have a clearer demand for brand, configuration and design. From the perspective of brand, Volkswagen brands entered the Chinese market earlier, and the brand accumulation has enabled it to accumulate a strong user base. From the perspective of configuration and design, this model has flagship high-end configurations, including touch-activated three-zone thermostatic air conditioning, Harman Kardon advanced surround sound system, KESSY advanced intelligent keyless entry system, digital LCD instrumentation, WHUD intelligent pilot head-up display system, etc., and the whole series is equipped with intelligent car networking system.
In addition, for the target groups of the territory, they often have a great demand for large space travel, and at the same time have a certain consumption capacity. According to a report released by the China Association of Automobile Manufacturers, most of the products on the market are seven-seat SUVs, and due to the limitations of their body size and shape, the convenience of access to the third row of vehicles has always been a pain point that plagues consumers. The large space of the lanjing has two layouts: 6 seats/7 seats. The 6-seat version is equipped with high-end electric two-row seats, and the 230m central passage between the two rows of seats makes it easy to enter and exit the third row, creating an elite exclusive land VIP cabin. The 7-seat version has a variety of patterns, the seat combination is like a rubik's cube, while ensuring the comfort of the rear space, through the second and third rows of seats on demand, you can obtain a depth of more than 2 meters of "flat" plane, and expand up to 2451L of large trunk space, different seat layouts fully meet the different needs of business reception and multi-person family travel.
In addition to the medium and large SUV market that has just been launched to make up for it, FAW-Volkswagen has covered the field of small SUVs, compact SUVs and medium-sized SUVs through the three series of models of Tangying, Tange and Tangyue. In other words, the scope makes up for the gap between FAW and Volkswagen in the field of medium and large SUVs. As products continue to be in place, FAW-Volkswagen will also launch an impact on the annual sales target of 3 million vehicles by 2025.