Wen | Zimo
1 million vehicles, what is the concept?
In China's auto market, which has hundreds of car brands and 300 million ownership, "1 million" may not be so conspicuous.
But if you put this number on the SUV category and make a short time limit, I am afraid it is a different scene. The reason is simple, as far as the current Chinese auto market is concerned, there are not many car companies that can cumulatively sell more than 1 million vehicles in a short period of time by relying on a single category of SUVs.
Although the climb is not easy, it has not overwhelmed the leader in the Chinese auto market, FAW-Volkswagen. According to the data, from the launch of the first SUV product in 2018 to the end of March this year, faw-Volkswagen's SUV family took only 45 months to hand over a report card of cumulative sales of 1 million vehicles, running out of its own speed.
In other words, the FAW-Volkswagen SUV family is not only faster than all current Sino-foreign joint venture car companies, but also the joint venture SUV family that will achieve the sales target of 1 million yuan as soon as possible.
Looking back at the development history of the FAW-Volkswagen SUV family, it can be described in one sentence: breaking through in a difficult environment and finally standing proudly.
So, in the face of a complex market environment, why can the FAW-Volkswagen SUV family come to the fore and stand in the leading position in the industry? Why can it knock on the door of 1 million sales at a speed that is significantly ahead of the industry?
With strong institutional strength
Quickly complete product layouts
Turn the clock back to before 2018.
As potential consumers' expectations for products shift to the pursuit of functional and more balanced quality SUV models, on July 30, 2018, FAW-Volkswagen officially launched its SUV strategy and introduced the first SUV product exploration song.
Since then, starting with Tange, FAW-Volkswagen has launched new SUV models such as Tanyue Family (Tanyue, Tanyue X, Tanyue GTE Hybrid Model), and Lanjing in the past three years, completing full coverage of A0, A, B and B+ levels, from fuel to hybrid market.
Compared with other brands, it takes 3-4 years to develop a model, why can FAW-Volkswagen complete the layout of the SUV segment in such a short period of time?
After careful exploration, Zimo believes that the answer to this question is: FAW-Volkswagen has a strong system.
As a veteran car company that has been deeply involved in the Chinese market for more than 30 years, FAW-Volkswagen has established a strong system in various sectors such as research and development, manufacturing, products, marketing and service. And these are the solid foundation for it to quickly complete the layout and successfully open up new areas of SUVs.
It is worth mentioning that the strong system strength of FAW-Volkswagen is also reflected in its accurate insight into market demand. Specifically, FAW-Volkswagen has adopted the latest design language, technology and configuration for its SUV family models, while also clarifying their market goals to ensure that each model can be carefully cultivated in its own market segment.
Let's take the first model of the SUV family as an example. Tange aims to target the younger generation of consumers mainly after the 90s, so the car adopts Volkswagen's new SUV design language, which is more personalized, stylish and expressive overall.
In contrast, the mid-level SUVs for the new middle class, Tanyue and Tanyue X, are also well versed in the characteristics of the target users' emphasis on taste and enjoyment, and meet the demands of middle-class car owners for self-release while assuming family responsibilities.
The Lanjing launched in 2021 is positioned in the high-end medium and large SUV market segment, based on the volkswagen "MQB41B + MQB EVO" platform, which can meet the needs of consumers for SUV space, power, safety, configuration and other comprehensive advancements in the context of consumption structure upgrading.
It can be said that under the support of strong institutional strength, FAW-Volkswagen not only quickly completed the construction of the product matrix, but also found a "new paradigm" suitable for the rhythm of the Chinese market for each of its SUV products.
Quality is the cornerstone of sales
According to public data, from 2018 to 2021, passenger car sales in China's auto market were 22.351 million units, 20.697 million units, 19.288 million units and 20.146 million units, respectively.
That is to say, since 2018, China's auto market has not really come out of the "cold winter period".
Although the former scenery of the car market is difficult to sustain, but "like excellent people can always shine dazzling", in the industry changes drastically, most car companies are still trying to climb out of the quagmire, the FAW-Volkswagen SUV family, which officially entered the market in 2018, has stood out like a "dark horse" and "galloped wildly" in the market.
Sales are always the best proof of strength.
According to the data, since entering the SUV segment in 2018, faw-Volkswagen SUV family models have delivered eye-catching results. Specifically, as of the end of March this year, the Tanyue family, which is composed of Tanyue, Tanyue X and Tanyue GTE, as the backbone of the SUV family product matrix, has accumulated sales of 532653 vehicles, and the cumulative sales of Tangge, mainly for young people, have reached 376830 vehicles and 70627 Tange. The 2021 market, positioned in the high-end medium and large SUV, also handed over a report card of 22,798 units.
In a complex market environment, the steady growth of sales of the FAW-Volkswagen SUV family is not lucky and accidental, and its root cause lies more in the quality of their products that have crossed the level.
And it is. After more than 30 years of deep cultivation, FAW-Volkswagen's high-quality concept has long been deeply rooted in the hearts of the people, and this is mainly due to the fact that FAW-Volkswagen has a world-leading manufacturing system and advanced equipment technology at the production level.
Just take Tanyue as an example. The hot-dip galvanized three-spot brazing technology used in the car can perfectly weld the workpiece with the body, which is 40% higher than the strength of the ordinary solder joint; the cavity grouting process can improve the anti-rust and scratch resistance of the bottom of the car to a new height; the TIMS tightening network system can monitor the whole process of tightening, which can realize the tightening data of a screw for fifteen years.
The "Virgo quality assurance quality control" brought by strict quality standards has also won the recognition of the majority of consumers. According to the data, in the 2020 Automobile User Satisfaction Evaluation (CACSI) of the China Association for Quality, faw-Volkswagen SUV family song and exploration are ranked first in product quality satisfaction in each market segment.
Focusing on the dynamic quality of the vehicle, each car of the FAW-Volkswagen SUV family is equipped with a TSI+DSG golden power combination, which not only takes into account power and fuel consumption, but also minimizes the frustration of power conversion, making the power response closer to the needs of urban roads and high-speed driving.
Keep up with the trend
Constantly read the user's needs
In the context of the increasingly obvious trend of consumption rejuvenation, whether it is a new car-making force or a traditional car company, they have set their sights on the young market, but if they do not have some "real skills" to impress young consumers, how easy is it to talk about?
However, this is not a problem for the FAW-Volkswagen SUV family, which always wants to "do what the user thinks". Specific to each product, FAW-Volkswagen is actively solving the needs of users. For example, Tanyue X integrates Coupe sports style and high-performance product characteristics, which meets the pursuit and needs of young consumers for appearance and driving control at one time.
In addition, in the face of the surging wave of intelligence, electrification and networking in the automotive industry, the FAW-Volkswagen SUV family has also actively embraced the times. In terms of intelligence, take Tanyue as an example. The car is equipped with Active Info Display full LCD digital instrument, 10.3-inch display can achieve map and more than 10 kinds of vehicle information display, 9.2-inch touch screen built-in MIB multimedia system, rich audio and video experience and voice recognition functions to meet the daily home more than enough, and MirrorLink can also achieve interaction with mobile phones.
At the same time, faw-Volkswagen SUV family products also use the "IQ. Drive”。 According to reports, the system is a set of driving assistance, parking assistance, safety technology and other aspects of the assistance system, with mainstream driving assistance functions, can reach the L2 level of automatic driving level, which is more in line with consumers' daily driving habits.
In terms of electrification, the FAW-Volkswagen SUV family has launched the Tanyue GTE hybrid model. The power system of the car is composed of a high-energy ternary lithium battery, a high-efficiency integrated electric motor, an intelligent electronic control management system, and an EA211 1.4T turbocharged engine. In daily commuting, the pure electric mode can achieve zero fuel consumption, and in the hybrid mode, with intelligent oil control logic and advanced energy recovery technology, the endurance is close to 1000km.
It can be said that Tanyue GTE can meet the needs of consumers' "poetry and distant places" with all-round hard core strength.
It is worth mentioning that in order to better keep up with the trend and provide users with higher-end driving comfort services, faw-Volkswagen will also launch a new medium-sized SUV for the B-class mainstream 5-seat SUV market this year.
Write at the end:
Cumulative sales of 1 million vehicles in 45 months, average monthly sales of more than 20,000, average sales of one vehicle per minute... Many honors, let us from which dimension, we can draw the conclusion that the FAW-Volkswagen SUV family is "the strongest lineup in the SUV segment".
Facing the future, as the product matrix continues to be enriched, Zimo believes that the FAW-Volkswagen SUV family will surely bring more surprises to the market and bring more consumers the quality of life belonging to the German high-end SUV. At the same time, it can also make more contributions to FAW-Volkswagen's goal of 3 million vehicles per year by 2025.
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