The fall of the "generation of god car" Santana, with a monthly sales of only 1?

作者 | 红桃皇后     来源 | 品牌头版

At the end of the year, the car circle was not very lively, and the news of BYD's annual sales of 3 million vehicles made the entire car circle look sideways; Wei Xiaoli and other new forces began to shout new slogans; and Huawei used one cutting-edge intelligent driving technology after another to stir up the nerves of the car circle.

However, after a careful inventory, today's hot spots in the car circle are firmly occupied by major new energy vehicle companies, and the ace fuel vehicles in the past seem to have fallen out of favor.

It is said that the great waves of the times are either carried forward or drowned in them. In a place where the spotlight can't shine, an old friend of the car, Santana, is sad!

The strong contrast between the brilliance of new energy and the loneliness of fuel vehicles is really embarrassing.

According to the national sales data released by the car emperor, the sales volume of the former generation of "god car" Santana in November was only one, and the car "White Moonlight", which was popular all over the country in the 90s of the last century, seems to really want to say goodbye to consumers.

The reason for this is that in addition to the serious decline of Santana's own vitality, more importantly, in the era of electrification, its existence has become incompatible with the outside world......

With Santana, you are not afraid to travel all over the world

In the era of trams running everywhere, Santana's name seems to have a deep sense of separation from the present!

In the streets and alleys, the figure of the new Santana rarely appears, and the first reaction of the old Santana is whether this place is filming!    

I remember my initial impression of Santana, which was still stuck in period dramas, and when the protagonist in the play succeeded in starting a business or getting ahead, the first thing he did was definitely to arrange a Santana for himself.

▲ Source: TV series "You Are My Brother"

Indeed, in the last thirty or forty years, the name of Santana has spread to almost every family, and having Santana is tantamount to wearing a successful status, but also a symbol of ability and decency.

In the 70s of the last century, China's cars basically relied on imports, in order to revitalize the automobile industry, the Chinese delegation and the German Volkswagen Group to negotiate joint venture car cooperation, in many models, finalized in line with the oriental aesthetics, square Santana.

▲ Source: Internet

As the first joint venture car, the appearance of Santana completely ignited the people's love for cars, because of its durable, spacious, square and powerful characteristics, Santana has long occupied the best car position in the hearts of the people.

Santana naturally opened the "Pandora's box", and since then a new era has been opened for China's automobile industry.

At that time, Santana was a serious "god car", with a production volume of more than 10,000 in just a few years, and its figure began to spread all over the country.

It also gave birth to the most powerful advertising slogan in the history of automobiles: "With Santana, you are not afraid to go all over the world", countless families regard it as an ideal for success, and at the same time, the continuous iteration of Santana has also witnessed the change of an era.    

▲ Source: Internet

As the vanguard of Volkswagen, the Santana is one of the most successful models in the Chinese market, and in the past three or four decades, it has won the domestic car sales championship for 22 consecutive years.

When "Brand Front Page" interviewed people around them about Santana's impression, almost everyone had its figure in the process of growing up, the first car in the village, the first car to get married, and the taxi model that took the most, to a certain extent, Santana's ups and downs carried the imprint of changes and social memory in the new era.

The reason why it is called "a generation of magic cars", Santana not only led the transformation of automobiles, but also achieved good sales results, and when the old Santana was discontinued, nearly 4 million cars were sold in the Chinese market.

After stepping on the top of the mountain, this "old friend" also went to the trough!

The new Santana can't go far by feeling

With the development of China's automobile industry, more and more joint ventures and self-developed models began to occupy the market, and Santana, the "god car", had to make a change.

In 2012, Volkswagen announced that the old Santana was officially discontinued and withdrawn from the market, and at the same time, the new Santana was seamlessly integrated and landed in the Chinese market.

▲ Source: Vista looks at the world

It's just that for most consumers, the Santana in their hearts has long passed away with the classic model, and the new car can no longer give the yearning and expectation it once had.

However, the new Santana still continues the strong sales of the old model, with cumulative sales of more than 126,000 from January to September 2021, but more in exchange for consumers' long-term feelings for Santana.

Unable to keep up with the times, the appearance is featureless, the accessories are simple and other problems, are the focus of consumer complaints.

In 2021, there was news that Santana was about to stop production, and as Jetta became an independent brand and electrification began to rise strongly, Santana's exit rumors did not seem to be contrary to the situation.    

However, the relevant person in charge of Volkswagen at that time said: "At present, the terminal sales of the Santana brand are stable, and in the future, SAIC Volkswagen will formulate relevant product plans according to the actual market situation." At present, there is no official information that it will be discontinued. ”

In response to the rumors of Santana's discontinuation, the industry generally believes that it is subject to the demand for fuel consumption credits, that is to say, in order to encourage car companies to promote the development of new energy vehicles, the more high-energy-consuming fuel vehicles, the fewer points will be, and Santana, as a representative of old fuel vehicles, its existence has dragged down SAIC.

▲ Source: Xiaohongshu netizens

With a low price position and limited profit margins, Santana's struggles tell the plight of many old fuel vehicles.

According to a number of media sources, there is no Santana for sale in many 4S stores in major regions, and the official website of SAIC Volkswagen has not been able to find the Santana series, so it can be said that it is difficult to buy a Santana now.

Santana, the "generation of god car", may really have to say goodbye to consumers in the Chinese market!

The glory and end of the car rolled out the waves of the times

Domestic consumers' feelings for Santana are not deep!

When there were many rumors of discontinuation, Volkswagen proposed to launch a retro version of the Santana, or follow the trend to launch an electric version of the Santana, and even the classic Santana became the new car fashion for a time.

After all, it's just that consumers can't bear to see this old friend, and they can't bear to see it only appear in the driving school coach car, and finally scribble the curtain call.

But at the end of the day, every era has its own hallmarks, and those glorious years are always worth remembering.

From the first joint venture car to today's wave of electrification, the glory and end of the car carry too many memories of the times.

Not only the "god car" Santana, but even the Japanese car brands that were strong a few years ago have been under great pressure and have to stand on the side of the old in the dispute between the old and the new.

In this series of changes, we can see the rise and growth of local auto brands, BYD, Wei Xiaoli and other brands are leading the development of new energy vehicles, and Huawei Intelligent Driving is once again promoting electrification to a new level.

From the introduction of the first joint venture car to more and more local brands going overseas, Made in China has begun to win more and more attention and recognition.

For these car brands that have led the automobile wave and witnessed the changes of the times, defeat and fall may be the best destination for the legend to live forever.

▲ Source: Internet

But maybe it's just a temporary silence, with the new technology iteration, it's not impossible to win consumers and the market again, after all, the scene of the king's return is also full of highlights.

Sink and float, only leave time to test!

*编排 | 日尧  审核 | 阿辉

本文首发于品牌头版（ID：ceozhiku）

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background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, 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not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 255, ..1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-DEFAULT-ACTIVE-BG: rgba(255, 255, 255, .126)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-DIALOG-LINE-COLOR: rgba(255, 255, 255, .1)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--APPMSGCARD-BG: #1E1E1E}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--APPMSGCARD-LINE-BG: rgba(255, 255, 255, .07)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-COLOR-ACTIVE: #373737}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([ data-weui-theme=light]){--weui-BG-6: rgba(255, 255, 255, .1);--weui-ACTIVE-MASK: rgba(255, 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.6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){-appmsgExtra-BG: #121212}}*{margin:0; padding:0}.rich_media_content *{max-width:100%!important; box-sizing:border-box!important;-webkit-box-sizing:border-box!important; word-wrap:break-word!important}

div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}