In 2024, the world's automotive industry is facing major changes unseen in a century.
Oil-to-electricity conversion, intelligent networking, and consumption transformation...... With the emergence of many new topics, whether it is a traditional car company or a new car-making force, only those who can quickly adapt to changes can survive in this auto market knockout game.
In this context, as a very special existence in China's automobile industry, how can they make use of the advantages of both China and foreign countries to successfully complete the "elephant turn"? This is a topic that many auto fans are concerned about.
Fortunately, with the official debut of the 2024 Tiguan L pro, SAIC Volkswagen has handed over a "reference answer" for its friends. The new car focuses on intelligence, and it is equipped with DJI's intelligent driving system, which is the first in the field of fuel vehicles.
Taking this opportunity, Automotive Intelligence and Yu Jingmin, Executive Deputy General Manager of Sales and Marketing of SAIC Volkswagen, launched an in-depth exchange.
No one has what I have, the biggest difference
First of all, for the new car mentioned above, the product point that everyone pays the most attention to must be the improvement of intelligence, especially intelligent driving.
So at the beginning of the dialogue, the author threw out such a question: "From the perspective of the cooperation between Tiguan L Pro and DJI Vehicle, how can SAIC Volkswagen play its own differentiated advantages in the field of intelligent driving?"
Yu Jingmin's answer is very direct, he believes that the forward-looking nature of this cooperation is the biggest advantage of SAIC Volkswagen.
Yu Jingmin said that DJI has taken a fancy to the brand strength of SAIC Volkswagen and the broad development space of the fuel vehicle market in the field of intelligent driving. As the world's No. 1 company in the field of drones, DJI has also been valued by the Volkswagen Group.
The two sides hit it off and started their cooperation as early as 3 years ago, resulting in today's Tiguan L Pro.
This is the biggest differentiation, so both parties are full of confidence in this cooperation. What SAIC Volkswagen wants to provide users with is not only intelligent configuration, but also intelligent experience including intelligent driving.
With the advancement of follow-up cooperation, "oil and electricity with intelligence" will become SAIC Volkswagen's unique competitive advantage in the market.
In addition, the author also learned that the 2024 Tiguan L Pro is equipped with DJI's "Chengxing Platform L2+ High-end Intelligent Driving System", which adopts the integration of lidar and forward-facing camera in hardware, and the chip computing power has reached 100 TOPS, which can support high-end functions such as high-speed piloting, urban piloting, and valet parking.
In other words, the system represents the latest achievements of fuel vehicles in the field of high-end intelligent driving, breaking the fallacy of "the final conclusion of fuel vehicles". What's more critical is that according to Shen Shaojie, the person in charge of DJI's vehicle, the procurement cost of this system is only 7,000 yuan.
This means that in addition to fuel SUVs priced at about 200,000 yuan such as the Tiguan L Pro, SAIC Volkswagen may use this "intelligent driving solution" in a more people-friendly product line - such as the "evergreen" SAIC Volkswagen Lavida among the 100,000-class sedans.
If the author's conjecture comes true, then "oil and electricity with intelligence" will become a major label of SAIC Volkswagen in the future.
The user is king, build brand belief
In the era of change in the transformation of oil and electricity, the automobile market can be described as "a hundred schools of thought", and SAIC Volkswagen will naturally encounter new competitors. For example, the 200,000-level SUV market in which the 2024 Tiguan L Pro is located is the focus of a number of "new car-making forces".
In response to this situation, the author asked: "In the face of the impact of new forces in car manufacturing, how can SAIC Volkswagen build brand belief in the new era?"
After thinking for a while, Yu Jingmin said that SAIC Volkswagen has a huge number of users, and taking users as the king and doing a good job in user operation can form a valuable wealth.
Yu Jingmin believes that SAIC Volkswagen has a deep historical accumulation, 2024 is the 40th anniversary of SAIC Volkswagen, and the current car customers exceed 16 million, and the 28 million product is about to be rolled off the assembly line.
In his opinion, SAIC Volkswagen's brand building is still based on the product level of fuel models, such as the improvement of Tiguan L Pro's intelligent performance.
In the process of operating private domain traffic, Yu Jingmin also found that SAIC Volkswagen has many core users full of strong feelings - they trust SAIC Volkswagen, and in their minds, SAIC Volkswagen's brand image is a very surprising existence, they think that "I may make a mistake in choosing others, but I will definitely not be wrong in choosing SAIC Volkswagen".
The reason why these users trust SAIC Volkswagen is to be good to their families, although your things are a little more expensive, but the materials used are better, the product experiments are more, and the use is more reliable.
Therefore, one of the focuses of SAIC Volkswagen's work is user operation. On SAIC Volkswagen's direct connection super APP, the number of monthly active users has increased from "2 million+" at the end of last year to nearly 3 million at present.
At present, SAIC Volkswagen pursues the combination of online and offline activities, as well as the increase in user activity. It is necessary to interact more with customers and do a good job in service. When old customers get active and passive services, they are happy with the car, and they will naturally bring new customers, which is a win-win situation.
Sticking to electrification, the penetration rate will double this year
When it comes to China's auto market, new energy is an unavoidable topic. As one of the representatives of joint venture car companies, SAIC Volkswagen's every move in the field of new energy is the focus of attention of industry insiders.
So the author asked: "For the field of new energy vehicles, how will SAIC Volkswagen lay out in the future?"
Yu Jingmin replied that the development of electric vehicles in China is now a "global bull", and for the Chinese market, SAIC Volkswagen's electrification strategy must be unswerving and will never give up.
The next step is to keep up with market penetration. SAIC Volkswagen accounted for about 10% of new energy last year, and the new energy penetration rate of the overall market was 30%. We expect the overall market to have a 40% NEV penetration rate in 2024, while SAIC Volkswagen's NEV share is expected to be 20%.
Although SAIC Volkswagen's new energy product line may not be comprehensive enough, we are in full swing to develop. And whether it is electric or hybrid, it will eventually become SAIC Volkswagen's natural advantage. Because we have both the love of my father and the love of my mother, we can integrate the superior resources of both Chinese and foreign parties.
In addition, Yu Jingmin also said that compared with ordinary car companies, SAIC Volkswagen has obvious advantages in terms of contact with battery companies and development and integration capabilities in electrification/intelligence.
As the so-called "in China, for China", SAIC Volkswagen will represent the Volkswagen brand, go out of a line in China, and then feed back to the world, which is our ideal.
For the transformation of electrification, SAIC Volkswagen is not in a hurry, but pursues steady and steady development, and has come up with a set of development ideas of "promoting oil vehicles and stabilizing electric vehicles".
For example, the Tiguan L pro, which focuses on "oil and electricity with intelligence", presents a new product form. Of course, the issues to be considered in the electrification transformation are not only limited to product research and development, but also in the organizational structure, sales channels and other fields, SAIC Volkswagen will face new challenges.
As for what kind of report card SAIC Volkswagen will hand over in 2024?