Will the traditional head car companies turn to electrification more slowly than the new forces? Here comes the answer sheet.
The new car fired three arrows at the same time, and the status of the head goose was established
Time flies so fast, and it's been a full year since the first deliveries of the SAIC Volkswagen ID.4X at the end of March last year.
The most convincing thing is the data. The SAIC Volkswagen ID. pure electric family has sold 48,000 vehicles in one year. In 2021, North-South Volkswagen's new energy vehicles have already accounted for 46% of the mainstream joint venture.
In one year, three arrows were fired at the same time. ID.4 X was launched on March 25 last year, targeting younger families; ID.6 X was launched on June 18 last year to meet the needs of families with more space; ID.3 was launched on October 22 last year, targeting younger individuals or families to buy additional cars.
The rapid and orderly pace of listing, each with its own focus on complementary positioning, while showing the strong institutional strength of volkswagen group's electrification strategy, also allowed SAIC Volkswagen to quickly establish the "head goose" status of pure electric transformation of traditional car companies in the first year of ID.
Nowadays, when Che Toujun drives through the elevated ring roads and streets of Shanghai, the visibility of SAIC Volkswagen ID.3 cars has become higher and higher.
This is enough to prove that although the new forces of car manufacturing have achieved a first-mover with the advantages of bright appearance, intelligent configuration, innovative marketing and thoughtful service, once the old traditional car companies firmly take out the strength of the model and go all out to compete for the electric track, there will still be many consumers who are more willing to vote for the vote of confidence to SAIC Volkswagen.
Ginger is still old spicy, in the field of electric vehicles, once again confirmed.
The product quality is reliable, worthy of the golden signboard
From fuel vehicles to pure electric vehicles, the standards for consumers to choose cars have not changed, and the most important thing is product strength, quality and reliability.
In this regard, the platform construction invested by the Volkswagen Group has played a decisive role. ID.4 X, ID.6 X and ID.3 are all from the MEB platform (the Volkswagen Group's first intelligent pure electric platform).
At the beginning of the design of the MEB platform, the design of the short suspension long axis retained a larger interior space, and a higher utilization battery layout was also planned.
On the quality and reliability of products, it is also worthy of the public's golden signboard.
Taking ID.4 X as an example, the high rigidity body safety design is adopted, of which high-strength steel and above steel plates account for 77.7%. The battery pack housing is made of high-strength aluminum, the anti-collision beam is made of high-strength aluminum castings, and up to 338 brand standard battery safety verifications have been carried out.
Thanks to the BMS battery management system and real battery dynamic feedback, saicid Volkswagen ID.3 car's battery life is not false, and can provide users with real and accurate mileage. This also forms a distinct distinction with the current situation that the mileage of new cars of the new forces has generally shrunk significantly.
In terms of intelligence, on the ID. Legion, Volkswagen has also achieved a real "rebirth". Thanks to the E3 electrical and electronic architecture, THE IQ.Light intelligent matrix headlights, ID.Light optical language system, ar-HUD, AND IQ are equipped with the SAIC Volkswagen ID.3 car. Drive driver assistance system, intelligent vehicle connection system 4.0, intelligent welcome system and other series of intelligent configurations, together present a sense of science and technology does not lose the new power of the Volkswagen pure tram. Coupled with the support for OTAs in the later stages, it is foreseeable that the user's intelligent online experience will become wider and wider.
In terms of industry recognition, the strength of the award is undoubtedly the most direct affirmation of product strength.
In 2021, the ID.4 won the "World Car of the Year 2021". In the 2022 China Car of the Year list, ID.4 X won the "China Annual Environmental Car".
The ID.4 X was awarded the All Good rating of the new version of the C-IASI Evaluation Procedure of China Insurance Research Institute, and it is also the best result in the history of C-IASI evaluation. In the strict regulations of "collision resistance and maintenance economy" and "auxiliary safety" two major items, ID.4 X passed the full excellent rating.
It can be said that after a year of market testing, the reliability of ID.Legion has not only conquered the judges of all parties, but also penetrated into the hearts of users.
The contacts become denser rapidly, and the marketing is new
In addition to products, cutting into the electrification track, for the old traditional car companies, the greater challenge may also come from channels, services and marketing.
SAIC Volkswagen also completed a race against time in its first year.
Entering the new retail format, SAIC Volkswagen said to do it. As of now, ID. Store (X) has opened 58 stores in key cities in China, and ID. agents have expanded to 755, which has basically covered first-, second- and third-tier cities, which has made the marketing contacts of Volkswagen ID. Corps rapidly become dense.
Id. The operation team is exclusively created. SAIC Volkswagen has sent city managers to more than 30 cities, opening up the four core links of "brand-user-terminal-service".
On the SAIC Volkswagen Super APP, by visualizing the online car purchase process, users can complete the online car purchase without leaving home. In addition, it also provides a variety of car purchase rights and rich benefits, enhances the high value of the product, and ensures that users have no worries.
It can be said that through a variety of direct connections and offline channels linkage, for users to achieve interoperable closed-loop experience.
In terms of marketing methods, the SAIC Volkswagen ID. family also insists on playing with young people and constantly innovating.
ID.6 X Listing # Send the Boss to Space # Weibo Topic; ID.4 X Co-brand Pikachu, Join hands with the Glory of the King Professional League, and join hands with Shanghai Fine Arts Film Studio to create a "fairy" combination; ID. Family provides a shuttle car for the Chongli Ski Season; ID.4 X invites figure skating world champion Zhang Dan to jointly interpret #Champion Reality #; ID.3 launches #Call Boyfriend Transformation Program #User Co-creation Activity; all of which make the ID.Legion's topic popularity and popularity index continue to rise.
Under the deep cultivation, as of now, saicutical Volkswagen super APP users have exceeded 6 million, Volkswagen has more than 10 million certified members, and the number of fans on the whole social platform has exceeded 14 million.
It is not difficult to see that the circle fan ability of the SAIC Volkswagen ID. family is no less than that of any new forces.
Luo Jiche Review:
365 days a year, for the automobile industry with a long R & D and manufacturing cycle, the time range is not long.
However, SAIC Volkswagen, which has a huge base plate in the era of fuel vehicles, has shown strong adaptability and the ability to circle powder after the electrification of the group ALL IN.
Behind this, it is inseparable from a strong technical background, a strong user base, innovative channel services, and powerful marketing co-creation.
With its own efforts, the SAIC Volkswagen ID. family has not only improved the industry standard of intelligent electric vehicles, but also provided a positive sample for the transformation of traditional fuel vehicle companies into electrification.
Che Toujun believes that 48,000 vehicles is only the first step for the SAIC Volkswagen ID. family.
Under the soaring oil prices and word of mouth, the answers they deliver will surely become better and better.