Playing a transformation "combination fist", SAIC Volkswagen is in the middle of the young "bullseye"

In the past three decades, SAIC Volkswagen, which has a hot model in many market segments, can be called a "God Car Manufacturing Machine", and during the transformation to the "new four modernizations", the "old driver" SAIC Volkswagen has also shown extraordinary strength.

At the beginning of March, SAIC took the lead in releasing group sales, of which SAIC Volkswagen achieved a year-on-year surge of 79.4% in sales in February; under the double blow of the epidemic and the core panic, SAIC Volkswagen's strong rebound was remarkable. Behind the beautiful performance, it is SAIC Volkswagen's beautiful combination of products and marketing for young consumers, and after this set of combination punches, SAIC Volkswagen has shown a new vitality and is becoming a model for the transformation of traditional car companies.

The two tracks are firing at the same time, and the elephant accelerates its turn

As a giant in traditional car companies, on the one hand, it is the exploration of the transformation of the new four modernizations, on the other hand, the impact of the epidemic and the continuous shortage of chips, SAIC Volkswagen has also suffered the pain of the transformation period.

Especially at a time when the new and old tracks need to start at the same time, SAIC Volkswagen must take into account the dual-line development of traditional cars and new energy vehicles, which is indeed a challenging thing, but SAIC Volkswagen naturally does not choose one or the other, and even in the face of the pressure of the two tracks at the same time, the company has not relaxed to promote the overall sales structure upwards.

In the traditional car track, in the face of the needs of the development of the new era, SAIC Volkswagen is actually doing a "difficult and correct" thing, that is, adjusting the sales structure to reduce the market supply of entry-level products, which is to take the initiative to attack with the trend, not to be forced to fight back. It can be said that under the influence of the "black swan" of the epidemic and the core panic and other industries, SAIC Volkswagen resolutely chose to reduce production of entry-level models such as Santana, which showed more courage and determination to transform.

At the same time, SAIC Volkswagen is trying a more diverse product rejuvenation program, in the existing fuel products that occupy the main force of sales, the 2021 new Passat with a double front face design has launched a "head cannon" of product power innovation, and won the sales turnover battle in the second half of last year, and by the first half of this year, the "spicy steamed bun" Lingdu L with a younger design, dual screen + large slipback and the "small Passat" new Langyi, which also uses a double front face design, will enter.

In the new energy vehicle track, SAIC Volkswagen is also accelerating its layout. Last year, ID.4 X, ID.6 X, and ID.3 were listed one after another, completing the product layout of SAIC Volkswagen ID.1. The rapid pace of new product launches demonstrates Volkswagen's strong institutional strength in its electrification strategy, while the ID. family has also shown a continuous sales momentum, with a cumulative effect of 38,000 units.

However, just as the so-called unbroken and unbroken, after surviving the pain of the transition period, whether it is a fuel vehicle or an electric vehicle, SAIC Volkswagen has shown a new momentum and showed the strength of the elephant transformation.

Products and marketing go hand in hand, and the brand welcomes the "new life"

In addition to laying out a series of new products on the above two tracks, SAIC Volkswagen has also achieved remarkable results in youth marketing.

In the user group portrait of SAIC Volkswagen, although it is an old model, young users have become the main group of SAIC Volkswagen, and the data shows that by the end of 2021, SAIC Volkswagen's post-90s users will account for 32%, leading the industry average (27%). This is due to both the innovation of Passat, Tiguan L and Xintuang in the direction of rejuvenation in terms of product strength, as well as the transformation of electrification. Take the ID. family as an example. ID.4 X and ID.6 X are recognized by many young families, with more than 50% of post-80s/post-90s users.

For example, on the occasion of the release of the ID.4 X pre-sale, SAIC Volkswagen invited Liu Yifei, the "fairy sister" with the best appearance, as a spokesperson; in addition, SAIC Volkswagen chose to help young people realize their dreams, ID.4 X and Pokémon popular character Pikachu co-branded, Pikachu painted ID.4 X triggered a wave of memory killing as soon as it appeared.

In addition to the cute Pikachu, Qi Tian Dasheng is also a memory kill after the 80s and 90s, ID.4 X joined hands with Shanghai Fine Arts Film Studio, joined hands with Qi Tian Dasheng to create a "fairy" combination, and successfully went out of the circle at the moment when the national tide was right.

In addition, SAIC Volkswagen's channels are also more 2C, vigorously promoting the agency marketing model, brand experience stores to enter commercial supermarkets on a large scale, encouraging dealer investors to transform the "agency system", from sticking to large and complete 4S stores to opening city showrooms to fully occupy popular supermarkets in first- and third-tier cities. According to the data, by the end of last year, the number of ID. agents has reached 757, basically achieving full coverage of first-, second- and third-tier cities, and more than 50 new energy city exhibition hall ID. Store (X) has entered the bustling business districts of major cities and become a new punching point for young consumers.

With the introduction of new ID.series products based on Volkswagen's global MEB exclusive architecture, coupled with a new round of youthful innovation set off by traditional fuel vehicle products, the proportion of SAIC Volkswagen's post-85/post-90s users has also increased significantly; the average price of bicycles has risen, and the age of users has become younger and younger, which has laid a solid foundation for SAIC Volkswagen's next transformation.

For traditional car companies, the transformation process of the new four modernizations not only has to face the frequent adjustment of their own transformation strategies, but also faces the competitive pressure from the new forces of car manufacturing, and SAIC Volkswagen's series of fast-paced layouts, intensive product offensives, and marketing measures close to users also provide a sample for the transformation of traditional car companies, and also prove the strength of their elephant transformation.