In 2021, in the face of the severe and complex market situation and the increasingly in-depth wave of "new four modernizations", SAIC Volkswagen took products and services as the starting point, continuously deepened the changes around user direct connection, rejuvenation, high-end, etc., and gained wide recognition from the market, especially the general favor of young consumers, and won the annual sales crown of a single brand in China, providing strong support for the bottoming out of the automobile market.
At present, the historical cumulative sales of the SAIC Volkswagen brand have exceeded 21.45 million vehicles, highlighting the good market reputation accumulated in the past 37 years. With the advent of the new year, SAIC Volkswagen, which stands at a new starting point, will continue to uphold the user-centered and consumer demand-oriented approach, and accompany more consumers to share high-quality travel.
Under the background of the century-long changes and the century epidemic, under the continuous impact of the "lack of core" challenge and the high price of raw materials, the domestic automobile market withstood the pressure and ended the situation of three consecutive years of decline, achieving production and sales of more than 26 million vehicles throughout the year, of which the production and sales of passenger cars exceeded 21.4 million, drawing a successful end to 2021.
Among them, as one of the oldest automobile joint ventures in China, SAIC Volkswagen has shown full resilience, and its Volkswagen brand has once again won the annual sales championship of a single brand in China with the retail sales of 1342788 vehicles, providing strong support for the bottoming out of the auto market.
In the past year, in the face of the severe and complex market situation and the increasingly in-depth wave of "new four modernizations", SAIC Volkswagen has kept pace with the times and forged ahead, adhering to the "user-centric" business philosophy, taking products and services as the starting point, deepening changes around user direct connection, rejuvenation, high-end, etc., promoting the brand upward and new, and focusing on creating a "joint venture car brand that understands users the best".
At present, automobile consumption is getting younger and younger, and the 80s and 90s have become the absolute main force of consumption, which has put forward new requirements for product design and intelligent level. At the same time, under the trend of consumption upgrading, the market demand for high-end models continues to rise. According to data from the China Association of Automobile Manufacturers, the cumulative sales of domestic high-end brand passenger cars in 2021 were 3.472 million units, an increase of 20.7% year-on-year, 14.2 percentage points higher than the overall passenger car growth rate.
In this regard, the SAIC Volkswagen brand upgraded the main models on sale last year, and the intelligent results 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 the leading intelligent medium-sized SUV. The new Tuon family is the first to apply the new MQB EVO digital intelligent architecture, making the driving experience more intelligent and luxurious.
With this, the new and upgraded products are widely recognized by the market. The SAIC Volkswagen Passat family retailed 146193 vehicles for the whole year last year; The SUV family retailed 460729 units throughout the year, ranking first among the joint venture SUVs; In addition, the "first brother" Langyi family has sold a total of 430,000 vehicles throughout the year, leading the domestic car market.
In terms of high-end, SAIC Volkswagen and Audi launched the SAIC Audi brand last year, injecting new vitality into the high-end market. At present, SAIC Audi has launched two flagship models, the Audi A7L and the Audi Q5 e-tron, and has opened pre-sales. The new car will be delivered to users in the first quarter of this year. In the next three years, SAIC Audi will also launch four new models to meet consumer demand for high-end brand models.
In addition to the traditional models, SAIC Volkswagen is more active in joining the electrification track. In 2020, the Anting MEB factory with an investment of 17 billion yuan will be completed and put into operation; Since the end of March 2021, SAIC Volkswagen has successively launched three MEB platform pure electric vehicles of ID.4 X, ID.6 X and ID.3, quickly completing the product layout of ID.1 and realizing the accumulation of new energy in the field. Since its launch, sales of the three ID. family pure electrical products have been rising, with more than 30,000 vehicles sold last year, becoming a new market increase for its Volkswagen brand.
At the same time, under the trend of channel change set off by the new forces of car manufacturing, SAIC Volkswagen has fully rolled out the agency marketing model tailored for the ID. family, cooperated with ID.Store (X) to enter the urban business circle, open up new retail formats, get closer to users, and create a new car purchase experience with online and offline interconnection.
SAIC Volkswagen said that 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. It is reported that as of the end of last year, the ID. agent expanded to 757, and the country's first, second, and third-tier cities have been fully covered. A total of 50 IDs. Store (X) opened in a new energy key development city.
With the promotion of product renewal, high-end and electrification, SAIC Volkswagen is becoming more and more popular with young people. At present, saicid Volkswagen's post-90s users have accounted for more than 32%, ahead of the industry's average level of 27%. In the ID. family, its post-80s and post-90s users account for more than 50%. In this regard, some insiders said that it can be clearly seen that SAIC Volkswagen has transformed into a vibrant, more fashionable and young brand.
It is worth noting that while winning the hearts and minds of consumers, SAIC Volkswagen has also received many awards and ratings from third-party authoritative institutions. Among them, ID.4 X received the All Good evaluation in the C-IASI evaluation of China Insurance Research Institute, which refreshed the best result in the history of the assessment; And won the "China Annual Environmental Protection Car" honor on the "2022 China Car of the Year" list.
In addition, in the evaluation results released by the User Committee of the China Association for Quality, the SAIC Volkswagen brand won 8 championships in the User Satisfaction Evaluation (CACSI) of the Chinese automotive industry, ID.4 X, Tiguan L PHEV, Tiguan L, Tuyue, Langyi, Lingdu and Santana all topped the user satisfaction list, and the after-sales service also won the first place in the joint venture brand.
Thanks to this, by the end of 2021, the historical cumulative sales of the SAIC Volkswagen brand exceeded 21.45 million vehicles, highlighting the good market reputation accumulated in the past 37 years. With the arrival of the new year, SAIC Volkswagen, which stands on a new starting point, will continue to adhere to the "user-centric", take consumer demand as the guide, and accompany more consumers to share high-quality travel. (China Economic Network Auto Channel)