FAW-Volkswagen Jetta Hou Chunzhao: In the next three years, the "new troika" will drive the high-quality development of the Jetta brand

Reporting by Chen Yannan and Tong Haihua in Beijing

"Under the national dual-carbon strategy, I think the travel industry should not only talk about the concept of sustainable development, but also need to have specific measures for planning and implementation. In order to help the mainland achieve carbon peak in 2030, the transformation of the automotive industry can not be delayed, Volkswagen Group has clearly put forward the carbon neutrality strategy, the future will achieve carbon neutrality of the entire product life cycle, from the procurement of raw materials, to production and processing, delivery, sales, use, all product life cycle closed loop, to achieve carbon neutrality, Jetta as a sub-brand of the Volkswagen brand, is also working hard for this goal! ”

On May 9, Hou Chunzhao, brand public relations manager of FAW-Volkswagen Jetta, said at the first online salon of the 2022 China Brand Day China Business Daily Tentacle Academy launched a series of live broadcasts "Sustainable Development of the Travel Industry under the 'Double Carbon' Goal".

He believes that there are also many challenges at present. First, for consumers, the demand of China's automobile consumer market shows a trend of diversification, differentiation and personalization. But at the same time, the popularity of electric vehicles and the popularization of supporting facilities also need a period of time and process; second, the battery technical conditions of electric vehicles are still in the stage of development, whether from the safety or mileage, there is still room for improvement in technology; third, the current continental or coal-based energy structure determines the overall power composition of the continental coal-fired units and the main position of thermal power. Although the use of clean energy such as wind energy and solar energy is gradually promoted and applied under the support of national policies, it is limited to geographical conditions, and the limitations that can be used in most areas are still more prominent, so this is also one of the bottlenecks that urgently need to be broken on the road to sustainable development.

However, under the great changes of this century, the automotive industry also contains many opportunities. He said: "In the future, the entire automotive market is facing tremendous changes, which is a huge market opportunity for the production and manufacturing of the automotive industry, including upstream and downstream industrial chains, suppliers, and dealers. In addition, with the policy orientation, the carbon trading market is also a huge opportunity for enterprises, and enterprises that do a good job in carbon neutrality will have huge benefits in point trading. ”

Frankly speaking, from a model to a brand, the independent development of jetta is a matter of opportunities and challenges. On the one hand, the separation from the mass brand may face various questions from the outside world in the short term, such as the loss of feelings and the loss of old users; but on the other hand, in the medium and long term, independence in the form of new sub-brands means greater development space and a broader "star sea". After the independence of the Jetta brand, it has realized the integration of research, production and marketing, breaking the internal management mode of traditional car companies in the research and development, manufacturing and sales links, the new system is efficient and collaborative, the brand understands market changes in a timely manner, and flexibly adjusts products to meet user needs.

In the past quarter, the Jetta brand handed over a brilliant report card: January sales exceeded the 20,000-vehicle mark, an increase of 41% year-on-year, setting a new single-month sales record. Affected by the Spring Festival holiday in February, the terminal sales time was only more than 20 days, and under this unfavorable circumstances, the sales volume of the Jetta brand still increased by 45% year-on-year.

Compared with the market in the same period, domestic passenger car sales increased by 6.7% year-on-year in January 2022 and 27.8% year-on-year in February. The sales trend of the Jetta brand is not only consistent with the auto market, but also significantly better than the market market, covering the market share continues to soar, January 5.15%, February 6.23%, March 6.71%, into the coverage of the top four in the market, jetta brand with a strong posture to open the curtain of 2022.

Even if the vision is placed in a broader position, the sales performance of the Jetta brand is still excellent. In March 2019, jetta became an independent sub-brand of the German Volkswagen brand, and the Jetta VS5, which was launched in September of the same year, sold 43,000 units in just four months, becoming the fastest growing new brand.

It is not difficult to comb the sales path of the Jetta brand, and it is not difficult to find that after nearly 3 years of accumulation, the competitiveness of the Jetta brand has gradually emerged, and the brand has moved from the beginning to a new stage of comprehensive start-up. At present, Jetta is also secretly exerting its strength on "green" cars.

Hou Chunzhao said: "We hope to achieve carbon neutrality in the whole life cycle of the product, including the procurement, production, processing, delivery and use of raw materials, and finally the scrapping of the vehicle, to achieve a closed loop, which is one of the overall strategic goals of the entire Volkswagen Group and the Jetta brand in the future." Specifically, first, we carried out the planning of new energy products, and second, we carried out the construction of future green factories. Based on the concept of 'green environmental protection', this places higher demands on our suppliers. ”

It is understood that in the next 3 years, the Jetta brand will launch 2 new energy vehicles and 1 sedan to help the Jetta brand form a "troika" of cars, SUVs and new energy vehicles. In the Jetta green factory, the wastewater generated by the painting process can reach the drinking water standard after multi-stage treatment; in the welding workshop of the Jetta factory, there will be no spark splash, which is due to the ultimate pursuit of the process by the Jetta brand, the ultimate grasp of energy consumption and process parameters. In addition, the Jetta brand will also empower digital innovation, seek innovation and change, embrace the future, and sign a strategic cooperation with Morse Zhilian and Zebra Zhixing. In the field of internet of vehicles, with the help of the rapid development of the Internet, intelligent hardware and other innovative technologies to comprehensively improve the level of science and technology in the car, with more energy into the research and development of key areas of the car.

In the era of "user is king", jetta brand marketing positioning has changed from the "material-based" attribute of traditional car companies to "people-oriented", and by focusing on the core needs of users, designing the "three major experiences" of emotional experience, value experience and functional experience, and comprehensively enhancing users' liking for the brand.

In terms of emotional experience, Jetta will achieve a comprehensive user experience upgrade this year, the upcoming completion of the Jetta User Experience Center, 318 National Highway Jetta series stations, so that Jetta users can pick up the car in Chengdu factory, feel the temperature of the home brought by "fireworks In Chengdu", and refine the "Jetta feelings" in the new era; in terms of value experience, around the user's concern about value preservation, high residual value, and recognition of value, to provide users with "high three values" value experience; and in functional experience, Jetta will continue to take "smart cockpit" as the starting point, gathering the Internet of Vehicles, Intelligent driving and other aspects, to create a good functional experience.

(Editor: Zhang Shuo Proofreader: Yan Jingning)