Image source @ Visual China
Wen | talk about AI
Once upon a time, Volkswagen fought too many beautiful battles, and the routine operation was to play one-on-three, and Volkswagen to pick four twos.
From the Beetle and golf in overseas markets to Santana and Jetta in the Chinese market, Volkswagen bet on the right era, and the era naturally made Volkswagen's automobile empire.
However, the public, which has gradually become the leader of the times, seems to have felt the likeness of the electrification era equally under the gaze of Tesla today.
In fact, compared with traditional car companies such as Liangtian, Volkswagen's electrification determination is not inferior, and even a bit of a heroic wrist-breaking posture, but Tan Qing said that AI believes that when "strong men break their wrists" meet "elephants turning", "can't hold" and "can't get in", it seems to have become a cup of bitter tea that the public wants to drink in the short term.
On the one hand, compared with Toyota, which has been indistinguishable for many years, which sold 10.5 million cars worldwide in 2021, volkswagen's sales performance for the entire group has fallen to 8.88 million in 2021.
On the other hand, Volkswagen bet on the electrification of the first axe ID family, although the European market performance is good, but for a world car company, whether in the most "gold-absorbing" Chinese market, or the North American market that has been lost for many years, the performance of the ID family is really not shocking.
In the face of such a situation, the public, which is still clinging to the fortress of Europe, has reached a year of parade. At the first stop of the year of the tour, with its bet on another masterpiece of the electrification era ID.Buzz is about to go public, the public seems to be about to fall on the word "feelings".
So can the thick-eyed ID.Buzz still make Volkswagen dream back to the 1960s?
The past: the death of the C position of fuel vehicles
More than ten years ago, from the national god car Santana, Jetta, and then to the Passat and Audi in the official arena, almost all automobile brands in the Chinese market were more or less shrouded in the haze of the Volkswagen product matrix. More than ten years later, the public's "relatively advanced" has become a bad meme played by netizens.
Although a meme does not have much substantive significance, Tan Qing said that AI believes that for China, a market that has given the mass brand a deep connotation, if in the past, consumers followed the public, then today, it is time for the public to run with consumers.
The following three aspects are a further analysis of the decline in sales of Volkswagen fuel vehicles:
vitality
The brand name Volkswagen seems to be doomed to its determination to take root in the mass market. The mass market is a somewhat broad concept, and it can barely be contained a little further down to the sinking market, and then a little higher to the petty bourgeoisie. However, Volkswagen is not without weaknesses in the strong layout of the Chinese market.
Volkswagen's fist products in the Chinese market in a specific historical period, although each debut is the king of the explosion, but the durability seems to be far less powerful than its explosive power, the widely circulated "White Jetta, Hepsang", has now almost become the tears of the times.
On the other hand, Toyota from Toei, the Corolla launched in 1966 has not been known for a long time, but since 1997, when it officially surpassed the Beetle in international sales and became the world's best-selling model, this fierceness has been maintained to this day.
As for Volkswagen, for example, the Jetta is operated for brand independence, in fact, whether jetta needs an independent brand is still worth discussing today.
On the one hand, Jetta is deeply rooted in the sinking market, and the Volkswagen brand with high market positioning has downward endorsement value. On the other hand, the volkswagen product line already covers a multi-layer market, the brand connotation has been carried out for many years of market education, and the lower market positioning of the Jetta does not seem to have too many negative impacts on the volkswagen main brand.
Tan Qing said that AI believes that if you want to save an old ace such as Jetta, it seems that working harder on "human design" is the real right operation. In the eyes of Chinese, the Jetta is a leather and durable "human design", but the new Jetta before it is not independent seems to have begun to weaken this "human design". The same can be reflected on the Toyota Corolla, from the first generation all the way to the twelfth generation, the low-cost fuel-saving and durable "human design" is getting stronger and stronger, and it is also selling better and better.
For the public, the beetle and T1 in the foreign market are also the same, "If the public did T1 well, what is the gl8 now?" Some netizens have commented that, as he said, Volkswagen does seem to be slightly inferior to a certain extent in maintaining the long-term market vitality of a model.
Inheritance
If it is a little difficult to maintain the vitality of ace products, then it can be completely compensated for this shortcoming by constantly launching new fist products.
However, in recent years, Volkswagen's product push new state seems to be a bit confused, taking the most popular new models of Tange, Tangue, Tuyue and other seed players, although sales can still be complimented, but want to become Volkswagen's next trump card, it seems that it is not so easy. Not to mention the more unsatisfactory new products such as Hui Ang and Tanying.
Tan Qing said that AI believes that Volkswagen's new products in recent years are difficult to become the symbol of a generation of national cars, partly because the industry environment is exacerbating the confusion of Volkswagen's product architecture.
If it is difficult to shake the status of joint venture car companies with independent brands that once originated in the sinking market, it is no longer necessary to explore the capital of car companies such as Geely and Great Wall.
To a certain extent, this has led to the lack of heavenly blessings, and the traditional artistic ability that once the public created explosive models seems to have begun to lose.
Nest
The of a thousand miles collapses in the ant nest, and the empire built by the car brand is often continuously eaten by the ant nest brought by the negative until it collapses.
In fact, in recent years, Volkswagen has not been negative, at the end of 2019, the Impact of the Passat Crash Test on Volkswagen is not needed to be repeated, we can glimpse it from the public opinion fluctuations displayed by the APP after the incident.
According to the Central Broadcasting Network, on March 14, there were media reports that "SAIC Volkswagen's 2021 Langyi model concealed the reduction of allocation and was complained by hundreds of car owners", and the owners encountered a variety of reasons to prevaricate in the process of protecting their rights.
After more than two months of investigation, the reporter found that the owners of the SAIC Volkswagen 2021 Langyi model that suffered from the reduction of equipment were all over the country, and nearly a thousand people had proposed to defend their rights. In the previous report, it was mentioned that a small number of complaints about the owner's allocation reduction problem have been solved, and the owner has received compensation from the 4S store, and is asked to withdraw the complaint on the third-party website.
As one of the best-selling models of the Volkswagen brand in China in 2021, Langyi has been put forward by nearly a thousand consumers to defend its rights, which seems to be worthy of public deep consideration.
If the public used to face the competitive environment of the industry that sits on the accumulation of brand connotation and ease, today's volkswagen has indeed reached the moment to put a correct posture.
In general, the internal worries of maintaining the vitality of ace products, the external troubles of pushing new pressure under fierce competition, and the negative products and after-sales service that are not rare seem to be continuously delivering crises to the Volkswagen fuel vehicle empire.
Next, we will further look at the electrification era of Volkswagen Heroes' Broken Wrist Bets, what will be the odds of winning?
In progress: "VW Type.3"
Volkswagen bet on the electrification era of the ID family to list models, there is no ID.1. Therefore, ID.3 seems to be a tribute to the T1 and The Beetle spanning history of the era, and at the same time, the public's ambition and high hopes for ID.3 to become the next cross-era hit.
When we review the success of Volkswagen in the Chinese market, there are probably two factors, on the one hand, Volkswagen, which embarked on the early tide of reform and opening up, is a complete market opportunity. On the other hand, volkswagen, which was once a fist product, is also well versed in the needs of the Chinese market. Then in the era of electrification, the public's current hidden worries are actually like the glory of the past to a certain extent.
First of all, the advantages that Volkswagen once had are difficult to find today, and although there are still mass people around the masses in the era of electrification, the opponents are no longer the same.
If the European market is the tit-for-tat confrontation between Volkswagen and Tesla, then the Chinese market is obviously more dangerous, there is Tesla in the front, there is BYD, Geely Great Wall, and then there is Wei Xiaoli, and with Volkswagen in the cracks, there are Two Fields GM and BMW Daimler. As far as the industry environment is concerned, can the public still dream of reform and opening up? The answer already seems to be no.
Like some of the challenges facing the fuel vehicle business, this is also the first layer of dilemma faced by Volkswagen in the era of electrification in China, that is, it is difficult to make a blockbuster.
On the other hand, one night in September 2020, Musk did not seize the time to return to the United States after ending his visit to Tesla's German factory, but set off from Berlin, arriving at Brunswick Airport just a few dozen minutes later.
Waiting at the airport to "pick up" the horse is not Tesla, nor SpaceX, but herbert Diess, the current CEO of volkswagen group, and Diess, and Volkswagen's ID.3.
Many people already know what happened next, Andes sat in the co-driver to lead Musk to a test drive of ID.3, and the two also happily took a photo.
This test drive tour, which ended quickly, could not be called unpleasant until Musk boasted that the ID.3 turn was great, that Dis Amway had some of the features of assisted driving, and that Musk had acknowledged it.
However, Musk's subsequent seemingly inadvertent question seems to invisibly pierce the soul of Volkswagen, that is, about acceleration, as a pure electric vehicle, the zero hundred acceleration of Volkswagen ID.3 takes 7.1 seconds, while Tesla Model 3 only takes 3.2 seconds.
In response, Dees defended that this is a mainstream family car, not a sports car.
Although Dis's defense is not unreasonable, Tan Qing said that AI believes that Musk's soul questioning has actually reflected the generation gap between the two car companies in thinking. Why are most of the new forces without any brand accumulation and car-making experience able to rise rapidly? We can see from the fact that many fuel vehicles are still equipped with cigarette lighter mouths, and the ideal new car L9 rear row is directly equipped with two bottles.
It is not difficult to find that Musk is a person who is good at using subversive thinking to gamble, and the new forces also have this momentum, but today's public does not seem to be. The intelligence of the second half of the competition for new cars is essentially a kink of technology and creativity.
Maybe Dees will never be able to understand why a comfortable little family car needs three seconds of zero hundred acceleration? However, it is precisely this lack of subversive thinking that will likely hinder the second half of intelligence in the era of mass electrification.
After all, T1, The Beetle, in addition to the exquisite craftsmanship of volkswagen, it is the subversive thinking that leads the trend of an era, the core is Love & Peace, but when Dies no longer understands why the family car needs three seconds and zero hundred acceleration, it seems to have told the world that volkswagen is old and not so fashionable.
The Future: The Beatles Era That Can't Go Back
Let's talk about volkswagen ID.Buzz, which is actually like an unplugged elegy written to the 1960s, except that the public is singing today as a Remix version.
On the bright side, the reason why Volkswagen's ID.Buzz can attract a lot of attention after the release seems to be because it allows us to see the rebirth of a microcosm of the times, which is also destined to be the "feelings" that Teslas will never get even if they hate them.
However, feelings are often a very ambiguous word, which can make some people feel beautiful, and it will make some people question, especially when business behaviors are linked.
Maybe there will already be friends to ID.Buzz to issue such a question, this is not to eat the IP old book, a little Activision Blizzard by the "reset version" to rot the taste, right?
Admittedly, the gaming field, in particular, has collided with the subtle relationship between the word and business, and there have been many sparks.
For example, when the mobile game version of the running karting was first launched, colleagues would race a few times a day during the lunch break, buy a few cars in today's smart phones, and use the regret of childhood wallet shyness for more than ten years to brew feelings, and then drink it all today.
Another example is Blizzard's Dark 2 reset version, which was scolded and grinned at before it was launched, but the honest post-90s boys still let Blizzard sell millions of sets in the first month, and let the shy battle net night burst suits as scheduled.
There are too many classic IPs in the online game industry, and there is no need to repeat too much, and it is undeniable that even if the so-called cold rice is hot, it has indeed been repeatedly confirmed the existence of considerable value.
However, Tan Qing said that AI believes that there are two problems in the root of the product development model such as the classic game IP reset, one is that the ip must eat one less, and the other is that the commercial sustainability of the old IP renovation is usually difficult for people to compliment.
After all, less than three years have passed, and it seems that there are very few people in the office who still have to race two run karts a day. For example, the Moore Manor, which was officially opened in June last year, a large number of little brothers and sisters who posted their own Ram in the circle of friends for a while also pulled down a meaningful download curve for this classic IP in just one month.
It is not difficult to find that feelings and practicality are actually two different things, on the one hand, harvest feelings have a market base ceiling, and this ceiling is not high, on the other hand, the feeling is to eat a lobster to taste early, rather than buying a razor, how fierce the outbreak of market enthusiasm, sustainability is usually how shy.
Then we return to the ID.Buzz again, the car is actually different from the game, if the game old IP is reborn, the cost of consumers to pay for the feelings is actually not high, more than a thousand pieces is enough. Then the low-frequency and high-priced cars, the cost of paying for the feelings is inevitably too high.
Therefore, Tan Qing said that AI believes that feelings will never be almost meaningful in creating momentum, but it is often difficult to maintain, and it seems that it is somewhat unlikely to lead the public back to the Beatles era by means of ID.Buzz feelings, and the high-priced and low-frequency attributes of cars are doomed to eventually return to product power.
However, since it comes to product strength, in the ID.Buzz has not yet officially begun to accept the market test today, the only thing we can do is to bless, bless this elegy that carries too many people's memories, and can be reborn in the era of plug-in, after all, in addition to the market and time, no one really knows how much this car can play.
The only thing we can be sure of is actually Fitzgerald's most widely circulated saying that when a person begins to "sail against the current", even if he "strives to move forward", the end game is often "pushed back to the past", rather than a dawn in the new era.
This is more or less the essence of feelings.