There is still more than a month, China will usher in the lunar year of the dragon, and the end of the year is also the "sprint tail" stage of China's auto market, because people are visiting relatives and friends and traveling during the Spring Festival holiday, and they feel more and more that it is very necessary to have a vehicle that can carry the whole family members, and a medium and large SUV model that can meet the needs of large space and high passability is very suitable.
In November 2023, FAW-Volkswagen's most popular model, the 2024 Lanjing, was officially launched, with a total of 6 models, each of which offers a 6-seater version and a 7-seater version, with a total of 12 configuration models and a price range of 29990,000 yuan-39990,000 yuan. Compared with the 2023 Lanjing, **Lanjing has been upgraded in terms of functional configuration, providing consumers with the latest German quality choices, but the price remains the same.
The introduction of Lanjing is related to the change of China's family structure and the intensification of the aging trend of the population, which is first manifested in the fact that Lanjing provides a more pragmatic seat matching scheme with 6 seats and 7 seats. In the actual car use scenario, the Range surpasses the Highlander of the same level in terms of size, wheelbase, seat comfort, intelligent control, etc. In terms of terminal market share, the "double package" composed of the Lanjing and the Lancun has surpassed the Tongmen Touron family and become the leader of the joint venture medium and large SUVs, and the Lanjing has become a well-deserved popular first choice for consumers to buy medium and large SUVs at the end of the year.
Today, with FAW-Volkswagen's 32-year insight into Chinese market trends and in-depth understanding of user needs, Lanjing has helped FAW-Volkswagen open up the high-end SUV pattern while further realizing the high-quality SUV market by satisfying users' consumption upgrades.
According to the data, in November 2023, SUV retail sales increased by 30% and performed strongly, while sedan retail sales increased by 23% year-on-year and MPV retail sales increased by 18% year-on-year in the same period. In terms of market share, from January to November this year, the market share of Chinese brand sedans, SUVs and MPVs was respectively. 2% and 607%。From a structural point of view, low-end consumption is sluggish, high-end is stronger, A-class sedans perform poorly in sedans, and SUVs are more high-end, and B-class and C-class SUVs have increased year-on-year. The superimposed performance of these data shows that the demand for medium and large SUVs in the market is still rising.
According to the "2022 Statistical Communiqué on the Development of China's Health Industry" released by the National Health Commission, in 2022, China's birth population will be 9.56 million, of which the second child accounts for 389%, and the proportion of three-child and above is 15%, which means that in 2022 alone, the number of two-child and three-child families in China will increase by 5152.84 million. According to the National Health Commission, by 2035, China's elderly population aged 60 and above will exceed 400 million, accounting for more than 30%. With the multi-structure of Chinese families and the improvement of consumption levels, users' demand for space in the car has gradually increased.
Compared with sedans, SUVs are larger in size, better in space, and more passable, which can not only solve the basic needs of daily commuting and shopping, but also meet the long-distance travel such as self-driving travel and visiting relatives and friends, which is also the reason why SUVs have been prosperous in the market for a long time. It should be pointed out that now on the market, manufacturers have launched a variety of versions of the model options such as 5-seater, 6-seater, 7-seater, etc., of which 5-seater focuses on large space comfort, but for most consumers, the first consideration when buying a car is pragmatic satisfaction. Starting from the actual needs of current families, 6-seater and 7-seat medium and large SUVs with more space, more seats and large trunk storage space have begun to become more popular among consumers.
In this regard, some car companies have begun to cater to this consumer trend, but in the layout of the interior space, either the 2+3 5-seat layout, or the 2+3+2 7-seat layout, only the top models of individual products provide 6 seats, and the user's seat space needs can not be flexibly met.
In the face of this consumer pain point, as the largest model in FAW-Volkswagen's SUV product matrix and also the largest SUV in the world, Lanjing focuses on all-round attributes, on the basis of meeting consumers' diversified needs for ride solutions, it also integrates high-end business, luxury and comfortable elements into the model design to meet users' requirements for power, large space, practicality, luxury and other elements. For users, Lanjing can not only carry the needs of the whole family members, but also achieve the user's business satisfaction.
On the other hand, Chinese consumers have a natural trust in German quality, and in the first 11 months of this year, the market share of German cars reached 179%。According to the vote of users on the 123 network, Volkswagen ranked first in the joint venture brand ranking with 407 votes. In terms of market value retention, the Volkswagen brand has a three-year value retention rate of 59The performance of 8% ranked fourth on the list, surpassing other brands such as Hyundai and Nissan. These performances also illustrate the status of the Volkswagen brand in the hearts of Chinese consumers, and as the largest SUV of the Volkswagen brand, Lanjing has also become a representative of high-quality SUVs in the hearts of users in these favorable environments.
As the largest SUV in Volkswagen's history, the Range is by no means only the "first" in terms of size, but also the culmination of Volkswagen's product strength. For users, as a medium and large SUV, the configuration of 12 models is undoubtedly a great way to meet the diverse choice needs of users.
Medium and large SUVs, as a relatively competitive market segment in the market, often regard Toyota Highlander as a market benchmark product in the minds of consumers. With the emergence of Lanjing, consumers are also accustomed to comparing it with Highlander, and can more intuitively perceive the product power of Lanjing.
Lanjing is the preferred model for families, and its space performance is naturally the first aspect that users value. The length, width and height of the Range are 5152 2002 1795mm, and the wheelbase is 2980mm, while the length, width and height of the Highlander are 4965 1930 1750mm and the wheelbase is 2850mm.
In order to improve the net value space, thanks to the Volkswagen MQB41B platform, Lanjing relies on the design concept of "short overhang long axis", so that the seats of the three rows of passengers are between the two wheels as much as possible, coupled with the unique long rear overhang design, through the all-round optimization of the structure size, the Lanjing through design optimization, so that the second row of net value space reaches 1775mm, and the user has no pressure to lift Erlang's legs, and even Ge You lies.
In terms of third-row space, the Range allows third-row passengers to have a sitting position that is not inferior to that of MPVs, and gets a large trunk that surpasses its class, with 7 people riding while also having 357L of trunk space. In order to further beautify the vision, the C-pillar is tilted, and the largest spoiler of Volkswagen and Audi is adopted, and the four-layer structure design is adopted, which provides greater downforce and better drag coefficient for the vehicle on the basis of ensuring visual aesthetics.
In order to allow users to have a more perfect space experience, FAW-Volkswagen engineers specially equipped the Ranger with magic seats, of which the 7-seat version ensures the comfort of the third row of passengers while leaving enough space for 357L of luggage, if the first place is put down.
The second and third rows of seats, the depth of the range becomes more than 2 meters in seconds, and the large trunk space is expanded to 2451L. In the peak season of holiday travel, the changeable space of the territory can solve many difficult needs of users.
The 6-seater version of the Lanjing is even more surprising, not only equipped with high-end electric second-row seats, comparable to business MPVs, but also diamond-shaped stitching technology and ergonomic design, which not only reflects the high-end quality, but also brings users a more high-end and comfortable ride. The width of the aisle between the two rows of seats reaches 230mm, which can fit a bicycle in the MPV class. In order to improve the convenience of passengers entering and exiting and the comfort of rear users, the height of the ** channel platform is less than 2cm, which is almost negligible. Lanjing treats every seat as the first class cabin for every family, and it can be said that it is the most worthwhile choice for users to treat themselves after a year of hard work at the end of the year. In contrast, the Highlander seat configuration is only 5 and 7 seats, and the configuration is relatively rigid, which cannot meet the needs of users for more personalized choices. It can be said that the Lanjing is by no means blindly big for the sake of big, and the Lanjing transforms every inch of the size advantage into the embodiment of the user's responsibility for luxury comfort.
For the control experience that users value, Lanjing has achieved a leading position in the same class. The thirteen rows of the car are selected to compare the two models with similar prices, and the 2024 380TSI four-wheel drive R-line Tuojing Edition 7-seater is selected, and the official price is 34290,000 yuan, Highlander for the 2023 Shuangqing 25L 4WD Extreme Edition 7-seater, the official price is 34880,000 yuan. The maximum horsepower of the Range is 220ps, the maximum power is 162kW, and the maximum torque is 350N·m, these parameters are better than the Highlander, and in terms of maximum power speed intervention, the minimum Range is 4500rpm, the Highlander is 6000rpm, and in terms of maximum torque speed intervention, the minimum speed of the Range is 1500rpm, which is much lower than the Highlander's 4200rpm, which means that the maximum power performance of the Range is better than the Highlander. For the user, the control pleasure of the Range will be even better than that of the Highlander.
The Lanjing has excellent performance in power handling, thanks to the strong power combination, the Lanjing adopts the EA390 2 imported from GermanyThe 5T engine is made of aluminum alloy and has the characteristics of good heat dissipation and light weight, with a maximum power of 220kW (299PS) and a maximum torque of 500N·m, which is the largest in its class, bringing a powerful power experience. The Range is also equipped with a sixth-generation BorgWarner-Haldex differential, which is 30kg lighter than the previous generation and more agile. Compared with the previous generation, this generation can achieve 100% power rear-wheel drive through the transverse four-wheel drive platform through the electronic control unit.
The Range also uses 3 engines (20t low power, 20t high power & 25T engine), the world's first DQ501 seven-speed wet dual-clutch transmission, equipped with a high-torque seven-speed wet dual-clutch DQ501 gearbox as standard, to achieve more efficient transmission, the maximum transmission torque of 600N·m, automatic shift operation is more convenient, transmission efficiency is higher. Lanjing's new bearing scheme and mechanical pump + electric pump control mode with low-viscosity gearbox lubricating oil bring lower energy consumption, realize driving fun and low fuel consumption, and the minimum fuel consumption of Lanjing is 7 per 100 kilometers88L, which is a rare for a medium and large SUV weighing more than 2 tons.
The Range also adopts the DCC dynamic chassis control system to realize the soft and hard adjustment of the suspension, and easily cope with various road conditions. The DCC dynamic chassis control system can collect information such as the relative position of the wheels and the body in real time, calculate the current driving conditions, and then realize the real-time adjustment and change of the softness and hardness of the suspension, so as to achieve a balance between comfort and sport. The excellent performance of Lanjing has broken the stereotype that users are not easy to drive.
In terms of safety, aside from the same parameters, Lanjing is also equipped with DOW door opening warning, fatigue driving reminder, and road traffic sign recognition as standard in terms of active safety, while Highlander does not have these configurations as standard. In terms of passive safety, the Range is also equipped with side airbags as standard for the rear row, which is also not standard for the Highlander.
For the field of auxiliary control configuration, the Range is equipped with functions such as automatic parking, hill descent (HDC), and engine start-stop technology as standard. In terms of driving mode selection, the Range has three more modes than Highlander: off-road, snow, and personalization. In comprehensive comparison, the quality-price ratio of Lanjing is better than that of Highlander, and for users, Lanjing's product power is more attractive.
The current SUV market has endured for a long time, in addition to the rigid demand of customers, it is also closely related to the continuous introduction of new products by OEMs. FAW-Volkswagen, as the leading brand of the joint venture, launched its SUV strategy in 2018 and launched three "Tan Family" products in the market, ranging from small SUVs to mid-size SUVs. In the face of the consumption upgrade of the SUV market, FAW-Volkswagen has carried out a differentiated layout in the medium and large SUV market, and has successively launched two models with different positioning: the Range and the Range.
At present, FAW-Volkswagen Shuanglan family has formed a product synergy, data show that from January to November, the cumulative sales volume of Shuanglan is nearly 550,000 units, a year-on-year increase of 119%, and the sales volume surpassed the SAIC Volkswagen Tourang family by nearly 30%. In addition, in terms of market share, the Shuanglan family also showed a quarter-on-quarter growth trend, and the market share of the Shuanglan family increased from 11 in the first quarter1% to 15 in the third quarter2%, which fully shows that the Shuanglan family, including Lanjing, is well recognized by the market and consumers.
At the marketing level, this year, FAW-Volkswagen Lancun has become a witness for the sisters to ride the wind and waves through the cooperation with the fourth season of Mango TV's flagship program "Riding the Wind and Waves 2023". In addition, Lanjing also carried out cross-border cooperation with the outdoor reality show "Tent in Business", which successfully broke the circle and showed young people an all-round lifestyle proposition.
Some analysts said that FAW-Volkswagen has been deeply involved in the Chinese market for a long time, but it lags behind SAIC Volkswagen in terms of SUVs. The family is only making up for the gap with SAIC Volkswagen in the SUV market, so with the formation of the Shuanglan family and surpassing the Tourang family, this is enough to prove that the Lancun and Lanjing have taken over the banner of the joint venture medium and large SUVs from the Tourang family, FAW-Volkswagen has opened up the growth space of Volkswagen in the high-end SUV market through the Shuanglan family, and has found the feeling of being an SUV.
The Shuanglan family is based on FAW-Volkswagen's insight into China's auto market trends and deep understanding of consumer needs since it entered China 32 years ago, and is based on the value judgment of FAW-Volkswagen's 27 million user base. Now, with the entry of the 2024 Lanjing with a higher level of functional configuration and the subsequent market volume, FAW-Volkswagen not only provides users with a rich choice of German mobility solutions, but also further strengthens the occupation of high-quality SUVs.