THE ID.7 VIZZION, AN OPPORTUNITY FOR THE COMEBACK OF VOLKSWAGEN ELECTRIC CARS

Original|MFWIC Editor|Jaden

On December 15, FAW-Volkswagen ID.7 Vizzion was officially launched. As Volkswagen's first pure electric sedan in China, the ID.7 VIZZION has launched a total of four models, namely the AIR version 227777 yuan, the PRO version 237777 yuan, the PRIME version 262777 yuan, and the first version 230777 yuan. In terms of power, the ID.7 VIZZION provides users with two power forms: all-wheel drive and rear-wheel drive. In terms of range, there are two comprehensive range options: the long-range 642km and the four-wheel drive version 570km.

01

The ID of the unsuccessful teacher

The ID-series was first introduced to us through a number of concept cars, and when it was first released, it was seen as a killer feature for Volkswagen, a brand that has always had a natural brand influence in the domestic market, to make full efforts in electrification, and in 2021, the ID.4 CROZZ/X, ID.6 CROZZ/X, and ID.3 were launched one after another.

However, as a representative work of the electrification transformation of traditional joint venture brands, the actual efficacy of the ID series models is actually not good. On the development of its electrification and intelligence, the competition in the domestic market is more intense, and the ID series models that perform well in Europe are placed in the domestic market, and there is no enough outstanding product power in all aspects, especially by the momentum of various new forces, and even because of some configuration problems by some consumers, such as because of the server and database in Europe, resulting in a poor experience of the car machine system.

But this does not actually mean that the ID series under the MEB platform is not a good car, it can only be said that it is more of a water and soil adaptation. I remember that long before the ID.3 was launched, we tested the car in the factory, and everyone could clearly feel that the ID.3 was a small car with very good handling, with a very distinctive European tuning style, and it could even be said to be an advanced version of the Golf.

But for ordinary people in China, the relatively hard-core control can not arouse their interest, after all, a considerable number of users just regard electric vehicles as a commuting tool, long battery life, large space, and comfortable riding are obviously higher priorities. In the same way, if the ID.4 and ID.6 are placed in Europe, the space, power, and range are not bad, but compared with the domestic market, the data is not dominant, and it fails to meet the expectations of domestic consumption for a family SUV.

Just like the problem of the car machine, the ID series failed to meet the needs of domestic users for the intelligence and online ecology of the car and machine, and did not do a good job of localization adaptation. Moreover, in the case of independent brands becoming more and more fierce about prices, the ID.4 with a price of 200,000, the ID.6 with a price of 260,000 and the ID.3 with a maximum of nearly 200,000 are even more unpriced.

More than two years after its launch, sales of the ID series have been steadily and gradually increasing at the beginning, but they have also been tepid. THIS YEAR, THE ID.4 X AND ID.4 CROZZ HAVE SOLD AROUND 5,000 PER MONTH, AND THE ID.6 X AND ID.6 CROZZ HAVE COMBINED TO CLOSE TO 1,500.

But maybe you'll find that the fact that we're seeing more and more IDs on the road is because dealers are releasing more deals. Since July this year, the ID series has launched a lot of promotional activities, with price discounts ranging from tens of thousands, so there has been a lot of sales increases. In particular, the ID.3 averaged just over 2,000 units per month in the first half of this year, but sales increased significantly to more than 7,000 units in July, and more than 12,000 units in November, and the average monthly sales this year have increased to 5,600 units.

The reason behind this is very straightforward, consumers do not think that the product power of the ID series is equivalent to the price of the past, and after indirectly reducing the price, the sales of the ID series will naturally rise.

Therefore, the ID.3, ID.4 and ID.6 have already explored the market for Volkswagen, and now it is the turn of the ID.7 VIZZION, and Volkswagen should actually know very well that the improvement of product power, especially local adaptation, and reasonable pricing, will determine future sales.

02

The product power is more down-to-earth

IF THE PREVIOUS ID WAS RELEASED WHEN IT WAS STILL RELATIVELY ADVANCED, NOW AFTER TWO YEARS OF INTENSE EDIFICATION IN THE ELECTRIC VEHICLE MARKET, I HAVE TO SAY THAT THE CURRENT ID.7 VIZZION GIVES US A MUCH SOFTER LOOK.

The design of the ID.7 VIZZION was originally derived from the Volkswagen ID. THE VIZZION CONCEPT, AS WE CAN TELL FROM THE NAME, NOW HAS A PRODUCTION VERSION WITH STYLING CLOSER TO LAST YEAR'S ID. AERO Concept. Different from the overly radical and avant-garde design of many independent brands nowadays, the ID.7 VIZZION retains the family-style design elements of the ID series, such as through-type light strips, matrix headlights, hatchback tail styling, etc., and at the same time, the overall is still the stability and sense of rules of the Volkswagen, and it is also very in line with the historical style of the Volkswagen.

With previous experience, intelligence is obviously the focus of Volkswagen's efforts this time. In the 15-inch central control screen, the ID.OS 2.0 interface is optimized and concise, and online ecological applications such as QQ Music, Tencent Video, NetEase Cloud Music, Kugou Music, Leishi KTV, and Wutong Mini Program have been added. Judging from the previous actual experience, the system has changed its previous performance, and it runs extremely smoothly, whether it is switching pages and applications, or zooming and zooming maps and dragging tabs on the navigation page, there is almost no lag and stuttering. If you're still not confident, Carplay and Carlife are also complete.

At the same time, the voice interaction adopts the voice solution of iFLYTEK, upgrades the new voice engine, and gives it a new name - ID.MATE, users can record their own voice, image or the voice and image of relatives and friends into a voice package, and the exclusive image is used for voice broadcast and dynamic interaction in the car. Voice experience interactions are smoother and more accurate, and features such as visible continuous dialogue, contextual understanding, and multi-intent are added. The more intelligent the human-machine dialogue, it is very intuitive to let users feel the improvement of intelligence, and effectively change the inherent perception of users that ID products are weak in intelligence.

The Full Journey Intelligent Assisted Driving System 3.0 includes more functions and a wider range of use, combined with the new AR-HUD in front, driving assistance and navigation information are also more intuitive, and TPA training parking assistance is added to store common parking routes for automatic parking.

It is worth mentioning that the ID.7 VIZZION is also equipped with an interesting smart air conditioning function, which recognizes light, temperature and humidity through the sunlight sensor, and realizes automatic swing wind, automatic wind direction adjustment, automatic defrost and defogging, and automatic setting of the body temperature of 22°C.

In addition, the ID.7 VIZZION still has a wheelbase of 2965mm, which ensures plenty of interior space, and the 1036mm opening liftgate can also provide a larger trunk for the average sedan, which can be expanded up to 1629L. The rear-wheel drive version has a maximum power of 150kW, an 84.8kWh ternary lithium battery can provide a CLTC range of 642km, and the four-wheel drive version has a maximum power of 80kW in the front and 150kW in the rear, with a CLTC range of 570km and a fast charging of up to 100kW.

As a middle-level sedan, such a level of power and endurance is absolutely sufficient, and it provides more practical equipment in a more down-to-earth manner, and does not set too high standards in retreat, which is most in line with the current domestic use scenarios.

03

Positioning is more precise

AS VOLKSWAGEN'S FIRST PURE ELECTRIC SEDAN, THE ID.7 VIZZION IS CERTAINLY NOT THE ONE TO TAKE THE LEAD, AND IT IS NATURALLY UNDER PRESSURE IN THIS MARKET SEGMENT, AND IT ALSO NEEDS TO RELY ON THE LATE-MOVER ADVANTAGE. And Volkswagen also resolutely let the first product directly cut into the most traditional mid-size car, which is also quite bold of a traditional manufacturer.

There are many strong opponents in medium-sized pure electric sedans with more than 200,000 yuan, such as BYD Seal, Tesla Model 3, Xpeng P7, the upcoming Zeekrypton 007, Xiaomi SU7, and even the higher-level BYD Han.

The starting price of the ID.7 VIZZION is 227,777 yuan, which is 10,000 yuan lower than the pre-sale price, which is lower than the Model 3 and the Xpeng P7 except for the entry-level 480 version, although it is not as good as the 550km version of the seal, but this time the Volkswagen is equipped with more than 90 configurations as standard, and the Air version already has a good level of configuration. In addition, the ID.7 VIZZION has significantly more space than the Seal and Model 3, although the wheelbase data is not as good as the Xpeng P7, but I believe that the large hatchback shape also makes it not inferior. LOOKING AT IT THIS WAY, THE ID.7 VIZZION'S VALUE FOR MONEY IS STILL GOOD.

But more importantly, it should be said that Volkswagen's brand power. Volkswagen is arguably one of the most popular brands among traditional domestic brand audiences, and it can still maintain its market position under the premise that the pace of electrification transformation is not far ahead, and the number of new cars and new car sales are still enough to tell. You can say that many of these are mainly contributed by oil vehicles, but this still reflects the recognition of consumers for the brand, as long as the product is in place, it can be converted into sales.

Therefore, it can form a differentiated brand power with the new forces that account for most of the above, and the target user groups of Tesla and BYD Seal are relatively different from those of Volkswagen. FOR USERS WHO ARE MORE RECEPTIVE TO TRADITIONAL BRANDS, THE ID.7 VIZZION CAN BE PURCHASED BY ANALOGY WITH AN ELECTRIC PASSAT, WHICH IS STEADY, MODEST, AND DOWN-TO-EARTH, RATHER THAN TOO AGGRESSIVE AND NEW. SAFETY, PRACTICALITY, INTELLIGENCE AND COMFORT ARE THE MOST DISTINCTIVE LABELS OF THE ID.7 VIZZION.

Che Yun summary

It can be said that the arrival of ID.7 VIZZION, the meaning is different from the previous IDs, it has a more reasonable and clear market positioning, has a more comprehensive product force, and is currently one of the few original German tuning, in general, it is more understanding of the Chinese market. Therefore, the ID.7 VIZZION will be a comeback for Volkswagen in the current electric vehicle market, and it is nothing more than that Volkswagen appears to be confident this time.

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