2021 is an "extremely extraordinary" year for China's auto market. In this year, the rapid rise of new cars has accelerated the conversion of "traditional cars" to "new cars", and the automotive market is undergoing an unprecedented "systemic energy revolution". In this context, in the whole year of 2021, the cumulative retail sales of passenger cars in mainland China reached 20.146 million units, an increase of 4.4% year-on-year.
At the same time, 2021 is also a very challenging year, chip shortage, upstream raw material prices, repeated epidemics and a series of challenges, has most car companies been distracted? The automotive market is also facing tremendous pressure and challenges.
"Opportunities" and "challenges" flood the entire auto market, with the end of 2021, major car companies have also carried out year-end inventory, "annual bills" have surfaced, unveiled the veil of mystery.
On January 17, FAW-Volkswagen held the 2022 Press Conference, reviewing the development process of FAW-Volkswagen's 2021 transformation and looking forward to the 2022 development plan. At the same time, it also exchanged and discussed the comprehensive deepening transformation and upgrading of China's automobile industry in the current era.
2018 "Tackling Tough Problems", 2019 "Cohesion", 2020 "Innovation", 2021 "Qixin", 2022 "Zhongzhi", every year, FAW-Volkswagen's annual keywords not only represent their own evolutionary direction, but also implicitly coincide with the overall development trend of the industry.
| Full brand bloom is the basic idea
According to the data, in 2021, FAW-Volkswagen produced 1700777 vehicles throughout the year, and the cumulative terminal sales reached 1857777 new cars, of which 988677 FAW-Volkswagen brand terminals sold, audi brand terminals sold 700088 vehicles, jetta brand terminals sold 169012 vehicles, and finally won the industry championship.
In 2021, FAW-Volkswagen has formed a comprehensive product layout by relying on the established product idea of "sedan + SUV", and its three major brands of FAW-Volkswagen, Audi and Jetta have bloomed together, laying a solid foundation for FAW-Volkswagen's leading position and advantages in Chinese passenger car companies.
Specifically, in the car market, the cumulative sales of New Polaroid are about 250,800 units, and the cumulative sales of Sagitar are about 234,200 units, ranking among the top in the domestic car retail sales list in 2021; the cumulative sales of Audi A6 and A4 are about 156,300 units and 121,800 vehicles, respectively, ranking third and sixth in the domestic high-end car retail sales list in 2021. In the SUV market, the cumulative sales of the Audi Q5 in the whole year were about 139,900 units, ranking third in the domestic high-end SUV retail sales list in 2021.
In the view of Pan Zhanfu, director, party secretary and general manager of FAW-Volkswagen, such achievements are inseparable from FAW-Volkswagen's keen industry insight. At the same time, in 2021, when the lack of core is serious, the company held a meeting of all Chinese and foreign managers to deal with the crisis of lack of cores, clearly proposing to have an entrepreneurial spirit to turn crises into opportunities, to use the "missing core" window period, actively optimize internal management, and practice "internal skills". Making every effort to ensure production and operation has added "new vitality" to the FAW-Volkswagen brand.
At the same time, Dr. Shi Ande, deputy general manager of FAW-Volkswagen First (Finance), also revealed that there will be 8 new cars on the market in 2022, and accelerate the research and development and verification of new products and technologies, aiming to deliver better experience equipment and intelligent connection functions to consumers, and continue to launch new models that meet user needs. Let more "innovative" products continue to bring "happiness" to users.
Looking at the Chinese auto market, the rise of new forces has indeed brought more competitive pressure to a number of traditional car companies, which also makes them deeply aware that in order to follow the footsteps of the development of the times, they have to transform and develop and comprehensively layout. However, under the torrent of the times, there are too many unstable factors, which also makes some car companies achieve upward in the transformation, while the other part disappears in the long river of years. Under the idea of "deep ploughing the foundation and keeping the integrity and innovation", FAW-Volkswagen has won this arduous battle and has undoubtedly become the brightest star in the automobile market.
| Digital transformation is the key
Today is the era of new car 2.0, the new era pattern to establish a new coordinate system, the need for enterprises to subdivide and subdivide the needs of consumers, on the basis of "large and complete", to "fine and fine" transformation. Enterprises should start from themselves, radiate the needs of consumers in the era of diversification, create technologies and services with the characteristics of the current era, and make the transition period solid.
So, what exactly are the needs of consumers? "Rejuvenation" will tell you the answer.
With the continuous development of the economy, young consumers such as the 80s and 90s have gradually become the main force of car purchases, they are full of vitality, they catch up with the trend, and they are eager to find the ultimate personalization in the fast-paced life, which means that China will enter the era of personalized consumption. Traditional production technology obviously can not meet the needs of young consumers, the second half of the comprehensive development of new cars, intelligence has become the main theme.
At the FAW-Volkswagen Annual Press Conference, Pan Zhanfu, director, party secretary and general manager of FAW-Volkswagen, said in his speech: "In 2021, FAW-Volkswagen will rely on its strong system capabilities, while making every effort to ensure production and grasp management, deeply understand the industrial dynamics, comprehensively deepen transformation and upgrading, and effectively win a tough battle! Looking forward to the future, FAW-Volkswagen will continue to exert the exemplary power of digital and intelligent transformation and innovative development, adhere to the user-centered, deepen the transformation and growth of high efficiency, continue to maintain the scale of production and marketing of enterprises in the first place in the industry, and provide high-quality travel services for the majority of users. ”
Indeed, under the leadership of Pan Zhanfu, director, party secretary and general manager of FAW-Volkswagen, and relying on more than 30 years of traditional energy vehicle manufacturing and sales experience, FAW-Volkswagen's "intelligent" road is particularly conspicuous. In 2021, FAW-Volkswagen streamlined its traditional business organization, established a DTO digital transformation office, and cooperated with Huawei and Alibaba to strengthen its digital talent pool. At the same time, with the user as the center, the end-to-end business process is reconstructed, and a number of digital projects have been implemented. For example, OTD online customized cars have been extended to Volkswagen and Audi, shortening the delivery cycle by nearly 30%.
At the same time, FAW-Volkswagen has also actively improved its technology research and development capabilities, and the R&D team has expanded from 10 people 30 years ago to nearly 3,000 people today. In 2021, the FAW-Volkswagen New Energy Center and the New Technology Development Center with an investment of nearly 1.2 billion yuan will be completed and put into use.
"For FAW-Volkswagen, we feel that it is important to start the digital and intelligent transformation of the whole system, which is also a key factor for our further success." Diader, deputy general manager of FAW-Volkswagen (Technology), said at the press conference at the same time.
Digital and intelligent transformation is not only the foundation on which the enterprise is based, but also the corporate responsibility of FAW-Volkswagen as the head enterprise, driving the upward development of the whole industry.
As one of the most important partners of the Volkswagen Group in the world, FAW-Volkswagen will help the Volkswagen Group achieve its goal of 50% of global pure electric vehicle sales by 2030. In the future, FAW-Volkswagen will continue to succeed in the new energy vehicle market by relying on more than 30 years of experience in the manufacture and sales of traditional energy vehicles.
Conclusion: For the future, Pan Zhanfu, director, party secretary and general manager of FAW-Volkswagen, said at the FAW-Volkswagen 2022 press conference: "We set 2022 as the year of 'public will', that is, to step out of the comfort zone with a new attitude of determination, to unite as one, to face difficulties, to take advantage of the situation, and to be determined to win." ”
For a long time, the industry generally believes that "elephants are difficult to turn around", especially in this unpredictable automobile market, FAW-Volkswagen, as a huge car company, not only has not been "knocked down", but has achieved a gorgeous turnaround, occupying the head position of the joint venture market and even the Chinese automobile market.
It has to be said that this is closely related to the deep understanding of the transformation of digital intelligence by the management and even the executive team of FAW-Volkswagen.
This is the best of times, but also the best FAW-Volkswagen, it is constantly evolving against the current, meeting a new self in the process of change.