Last year, the auto market showed a bad signal, that is, FAW-Volkswagen bid farewell to the 2 million vehicle club for three consecutive years, the wholesale sales level was 1.8 million vehicles, only 77% of the sales target at the beginning of the year, although it still won the auto market championship, but it was obviously bumpy.
The reason is that due to the serious lack of cores, the Volkswagen brand has adjusted the production capacity of many of its main models in order to protect Audi, resulting in a sharp decline in sales of many SUVs.
By January, the situation was not getting better, with the Volkswagen brand selling 105761 units in January, compared to 140499 units in the same period last year.
You know, in 2022, FAW-Volkswagen has set a sales target of 2 million vehicles, can it be completed as scheduled? In addition to the doubts about sales, does the brother of the car market have other hidden worries?
After carefully combing, Che Toujun found that a brother had some conditions and was a little suffering from a "mild cold".
Flaunted by addition
It is not difficult for media people to find that FAW-Volkswagen is accustomed to adding when reporting sales, that is, combining the Volkswagen, Audi and Jetta brands.
But in fact, in terms of the Volkswagen brand alone, North Volkswagen has not done South Volkswagen.
In 2021, the annual retail sales of the SAIC Volkswagen brand will be 1.34 million units. FAW-Volkswagen put the three brands together at 1.8 million units, subtracting 700,000 Audi vehicles, and subtracting nearly 170,000 Jetta vehicles, and the North Volkswagen actually has more than 900,000 vehicles.
The gap between the north and the south is not small.
Supposedly, it shouldn't.
FAW-Volkswagen's Volkswagen brand has a number of powerful models, and has a large market position and discourse power in the market segment, such as Bora and Sagittarius, which have annual sales of more than 230,000 vehicles, and Magotan has exceeded 130,000 vehicles.
It is not ideal to explore Yue, with annual sales of less than 90,000 vehicles, which is close to "waist chopping" compared to 2020.
Due to the dense layout of various segments of the car and SUV markets, FAW-Volkswagen should almost all be out of the brand.
Therefore, once the main model of the year of the fight is not powerful, it will involve the whole body, and the sales plate will be dragged down.
The big brother wants to face, in order to make the data not inferior, under the last resort, FAW-Volkswagen can only do addition.
But ask yourself, this kind of whitewashed grandeur, is an aspiring head car company should be obsessed? I believe that Pan Zhanfu will not only look at addition.
Quality are lost
There is an iron law in the car industry, and there must be a reason behind the decline in sales.
According to comprehensive media reports, it is not difficult to find that in the past year, FAW-Volkswagen has lost quality, and some models have become regular customers on the quality complaint list.
Tanyue, whose sales decline is the most serious, is proof that its complaints about "clogged particle traps lead to increased fuel consumption" have erupted.
From the data analysis of the "car quality network", a total of 1968 complaints were received from Tanyue in 2021, ranking first in the complaint list.
After analysis by technical experts, in order to meet the "National VI B" emission standards, Tanyue only reduced emissions by installing "particle traps". However, this technology is obviously immature, but it will cause particle traps to block, increase fuel consumption and weaken power of vehicles.
For energy conservation and emission reduction, Tanyue made a small calculation to avoid costly engine upgrades, but the result was counterproductive.
I have to say that FAW-Volkswagen's approach to "green and environmental protection" similar to taking shortcuts has brought a bad head to the industry.
In addition to fuel vehicles, the pure electric vehicle ID.4 CROZZ also suffered complaints from car owners, and some owners reported that the vehicle had a problem of "right rear wheel sound".
As for the problems of driving assistance failure, vehicle network disconnection, and door inability to sense unlocking, it was also a common problem in the early models of the ID series, but FAW-Volkswagen was slow to provide a solution, which made the owner complain.
What Che Tortjun wants to ask is whether FAW-Volkswagen, which has a large user base, should pay more attention to and solve the "user complaints" while relying on the sustainable growth of systematic forces?
The shadow of goodwill is waiting to be dissipated
For large enterprises, the spirit of contract and business credibility are undoubtedly crucial.
Yesterday, in the soul car 01 issue, Che Tuojun has mentioned the Dongshanghai suspense case, for details, see "Soul Car 01 Issue: Why FAW Audi Changed from Boss to Old Third, What is the Solution to the Dongshanghai Unsolved Case".
To briefly review, faw Audi cooperated with many friendly media in ecological projects in 2019. But more than two years have passed, and due to certain sensitive events, the media has been slow to collect money. In desperation, some of the media sent lawyer letters, and some even sued.
However, as the party A involved, FAW-Volkswagen officially did not express its position on this and never gave a payment collection schedule.
Che Tongjun is worried that if the senior executive ignores this and allows it to become a bad debt, it will inevitably make the majority of friendly media chill and cast a shadow on the brand goodwill of FAW-Volkswagen.
Luo Jiche Review:
Flaws don't hide. FAW-Volkswagen has made outstanding contributions to the revitalization and development of the automotive industry. The taxes paid, the talents cultivated, the accumulated technology, and the experience mastered all promote the prosperity of the industry.
However, just as the so-called "deep knowledge, love cut", Che Toujun wants to say to the senior management of FAW-Volkswagen that it should pay enough attention to the "light cold" that the company is currently suffering from.
After all, you are a big flag in the car industry, and the big brother should take out the appearance of the big brother. If there is a disease, it must be cured, and a mild cold is no exception.