“一代神车”桑塔纳陨落，月销仅1辆？

作者 | 红桃皇后     来源 | 品牌头版

年底的车圈好不热闹，比亚迪年销300万辆的消息让整个车圈为之侧目；蔚小理等新势力开始喊响新口号；华为用一个又一个尖端智驾技术挑动着车圈神经。

不过，仔细盘点了一下，如今的车圈热点被各大新能源车企牢牢占据，以往的王牌燃油车似乎已然失宠。

都说时代的大浪，或裹挟前行、或淹没其中。在聚光灯照不到的地方，一位汽车“老朋友”桑塔纳，正在黯然神伤！

新能源的辉煌与燃油车的落寞带来的强烈反差，实在令人唏嘘。

根据懂车帝公布的全国销售数据，曾经的一代“神车”桑塔纳11月销量仅为一台，这款上世纪90年代风靡全国的汽车“白月光”，似乎真的要跟消费者说再见了。

究其原因，除了桑塔纳自身生命力严重衰退，更重要的是，在电动化时代，它的存在已经变得和外界格格不入……

拥有桑塔纳，走遍天下都不怕

在电车遍地跑的时代，桑塔纳的名字似乎已然和当下有了很深的割裂感！

在大街小巷，新款桑塔纳的身影很少出现，而老款桑塔纳映入眼帘的第一反应，就是这个地方是不是在拍戏！    

记得最初对桑塔纳的印象，还是停留在一部部年代戏中，剧中的主角创业成功或是出人头地时，第一件事肯定是给自己安排一辆桑塔纳。

▲ 图源：电视剧《你是我兄弟》

的确，在过去的三四十年里，桑塔纳的名字几乎传遍了每一个家庭中，拥有桑塔纳就等于佩戴上了成功的身份，同时也是能力和体面的象征。

在上世纪70年代时，中国轿车基本依赖进口，为了振兴汽车工业，中国代表团与德国大众汽车集团洽谈合资造车合作，在众多车型中，敲定了符合东方审美、四方八正的桑塔纳。

▲ 图源：网络

作为第一台合资车，桑塔纳的出现彻底点燃了国民对汽车的喜爱之情，由于其皮实耐用、空间宽敞、方正有力的特性，桑塔纳长久以来占据着老百姓心中的最佳车型位置。

桑塔纳自然而然地打开了“潘多拉魔盒”，从此中国汽车工业开启了新的纪元。

彼时的桑塔纳是正儿八经的“神车”，短短几年生产量破万，它的身影开始遍布大江南北。

也诞生出那句汽车史上最有力的广告词：“拥有桑塔纳，走遍天下都不怕”，无数家庭将其视为成功的理想，同时不断迭代的桑塔纳也见证了一个时代的变革。    

▲ 图源：网络

作为大众的排头兵，桑塔纳算得上中国市场最成功的车型之一，在近三四十年的历史长河中，它曾连续22年夺得国内汽车销量的冠军。

《品牌头版》采访身边人关于桑塔纳印象时，几乎每个人的成长过程中都有它的身影，村里第一台车、结婚的头车、坐过最多的出租车车型，某种程度上，桑塔纳的沉浮起落，承载了新时代变迁印记和社会记忆。

而之所以被称作“一代神车”，桑塔纳不但引领了汽车的变革，同样创下了不俗的销售成绩，在旧版桑塔纳停产时，已经在中国市场卖出近400万辆车。

在踏足山巅之后，这位“老朋友”也走向了低谷！

新款桑塔纳，靠情怀走不远

随着中国汽车工业的发展，越来越多的合资和自研车型开始占据市场，“神车”桑塔纳不得不做出转变。

2012年，大众宣布老款桑塔纳正式停产退出市场，与此同时，全新款桑塔纳无缝衔接，登陆了中国市场。

▲ 图源： Vista看天下

只不过，对于大多数消费者而言，心中的桑塔纳早已经随着经典款一同逝去，新款车已经给不了曾经的向往和期待。

但是，新款桑塔纳还是延续了老款的坚挺销量，2021年1-9月累计销售超过12.6万，不过更多的是靠着消费者对于桑塔纳长久以来的情怀换取的。

跟不上时代，外观无特色、配件简陋等多个问题，都是消费者吐槽的焦点。

在2021年，就曾传出桑塔纳即将停产的消息，随着捷达变成独立品牌、电动化开始强势抬头，桑塔纳的退出传闻似乎并无违和感。    

但彼时的大众相关负责人表示：“目前，桑塔纳品牌终端销量稳定，未来，上汽大众将根据市场实际情况，制定相关产品规划。目前官方并无明确消息表示会停产。”

针对桑塔纳的停产传闻，业内普遍认为，受制于燃油消耗量积分达标需求，也就是说为鼓励车企推动新能源汽车发展，高耗能燃油车越多，积分会越少，而桑塔纳作为老牌燃油车的代表，它的存在拖累了上汽集团。

▲ 图源：小红书网友

价格定位偏低、盈利空间有限，桑塔纳的挣扎诉说着多款老牌燃油车的困境。

根据多家媒体消息，各大地区的多家4s店内，已经没有桑塔纳在售，上汽大众官网也已经查询不到桑塔纳这个车系，可以说如今想要买一辆桑塔纳，已经是一件难事。

“一代神车”桑塔纳，或许真的要跟中国市场消费者说再见了！

汽车的辉煌与落幕，翻滚出时代的浪花

国内消费者对于桑塔纳的情感，不可谓不深！

在多次传出停产消息时，大众纷纷提议推出复古版桑塔纳，或是顺应潮流推出电车版桑塔纳，甚至爆改经典款桑塔纳一度成为新汽车时尚。

终究只是消费者舍不得这位老朋友，不忍心看到它只能出现在驾校教练车中，最后就这样潦草谢幕。

但归根结底，每个时代有每个时代的标志，那段光辉岁月永远值得铭记。

从第一辆合资车，再到如今的电气化浪潮，汽车的的辉煌与落幕，承载了太多时代的记忆。

不光是“神车”桑塔纳，就连几年前还很强势的日系车品牌都已经面临着巨大压力，在新与旧的争端中不得已站到了旧的一边。

在这一系列的变化中，可以看到本土汽车品牌的崛起和成长，比亚迪、蔚小理等品牌强势引领新能源汽车发展，华为智驾再次推动电气化迈向新台阶。

从引进第一台合资车，再到越来越多的本土品牌走向海外，中国制造开始赢得越来越多的关注和认可。

而对于这些曾经引领过汽车浪潮，见证了时代变革的汽车品牌们，败退和倒下或许是传奇永存的最好归宿。

▲ 图源：网络

但或许也只是暂时的沉寂，随着新的技术迭代，重新赢得消费者和市场也未尝不可，毕竟王者归来的戏份也看点十足。

沉与浮，只有留给时间来检验！

*编排 | 日尧  审核 | 阿辉

本文首发于品牌头版（ID：ceozhiku）

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.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, .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){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--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, .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, .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){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:#191919;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, .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, .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, .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]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 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#06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}