Recently, the sales data came, and in November, SAIC Volkswagen IDFamily sales reached 1560,000 units, a new high in monthly deliveries, including ID3. Single-month deliveries reached 120,000 units, up from the previous month for the fourth consecutive month. Thanks to ID3、id.4 x、id.The 6 X and other star models continue to sell well, SAIC Volkswagen IDThe family quickly ushered in the milestone of cumulative sales of 200,000 units, and while leading the joint venture pure electric camp, it also dispelled the "rumor" that "the joint venture car company has no pure electric car".
SAIC Volkswagen, which has long played the role of "king" in the era of fuel vehicles, why can it still run in the forefront in the new energy era?Facing the increasingly young market in the future, how will we continue to make efforts?
Fu Qiang, Executive Director of Volkswagen Brand Marketing Business of SAIC Volkswagen (right).
The deep-seated reason for the explosion of electric vehicle sales is driven by SAIC Volkswagen's excellent brand power. On the one hand, SAIC Volkswagen has been deeply involved in China for 40 years, and has precipitated users' support and trust for the brandOn the other hand, SAIC Volkswagen's continuous localization of product strategy and market layout has also made SAIC Volkswagen more adaptable to the needs of Chinese consumers. Fu Qiang, executive director of SAIC Volkswagen's brand marketing business, said.
Dimensionality reduction suppression from joint venture pure electric
Starting from July this year, SAIC Volkswagen has launched an ID3 is the key anchor point, launch 12The shocking price starting from 590,000 yuan has refreshed the bottom line of the price of joint venture electric models, and the order volume has not only exceeded 10,000 every month, but also climbed month after month, reaching the top 2 of compact pure electric sales.
to id3 For example, behind the phenomenon of explosive models, it is not a simple volume, but the core competition point of the "120,000 yuan pure electric market". In other words, giving in favor of consumers may be one of the reasons for the success of the ID series, but it is by no means the root cause.
In the segment of 120,000 yuan pure electric, there were only a handful of independent brand products to choose from, and they were subject to factors such as cost and quality, and there were more or less shortcomings in battery life and configuration3 to 3The price reduction of about 50,000 yuan has entered this market, but there has been no reduction in the configuration, which can be said to be a dimensionality reduction suppression of other competing products in the same ** range.
id.3. Equipped with high-density ternary lithium battery, front MacPherson + rear five-link independent suspension, German chassis tuning, rear rear drive, advanced adaptive cruise system, collision warning system (with automatic braking), lane keeping system, lane change assist system, parking butler, AR HUD intelligent guidance, the product value is at least 30,000-40,000 yuan higher than other models in the same ** range.
Except for ID3. SAIC Volkswagen also launched the ID4 x、id.The 6 X and other two pure electric models, both from the MEB platform, in order to meet the needs of the escalating new energy users, SAIC Volkswagen will also make an update on the IDThe family has undergone a fast-paced update and optimization for SAIC Volkswagen IDThe family's product matrix is more dynamic. Among them, id3 The 2024 model year has made its debut, with the new high-end pure electric sedan IDNext, pure electric MPV IDBuzz is also about to hit the market.
At the Guangzhou International Auto Show held in late November, ID3 2024 model, IDnext、id.Three new buzz cars were unveiled at the SAIC Volkswagen booth, and "Car Watch" was invited to visit, and under Fu Qiang's explanation, they had an in-depth understanding of the competitiveness of these three new cars.
Auto show scene, ID3 The new blue body color + blue interior package of the 2024 model year is eye-catching, which is more fashionable than other models of SAIC Volkswagen, and it is a young "Volkswagen model".
id.NEXT is positioned as a new high-end pure electric sedan concept car built by SAIC Volkswagen, which is reported to reflect the common pursuit of environmental protection and sustainable life between SAIC Volkswagen and users, and has incorporated sustainable genes (recycled materials, precise adjustment of air conditioning, reduced energy consumption, etc.) since the beginning of the design, and the carbon emissions in the production process have been reduced by 55%. The design of this model is more futuristic, with both clean and tense lines and soft and smooth curves, without losing the mechanical and artistic beauty, and the production car is expected to be launched in the domestic market next year.
A tribute to the ID. of the legendary Volkswagen T1Buzz, the shape is more classical, starting from the front grille "V" shaped lines divide the body into two colors, the huge Volkswagen logo, A-pillar triangular windows, the tail side of the heat vent shape, short front and rear overhangs, many details are in the classic reproduction. id.The exact launch date of Buzz in China has not yet been officially confirmed, but it is certain that it will be in line with ID3. Become SAIC Volkswagen ID togetherThe family has two brand icons, "one high and one low".
Youthfulness makes the public more "outstanding".
In addition to new energy, rejuvenation is another label in China's auto market. With the rolling forward of the new automobile era, Generation Z, represented by the "post-95 generation", has gradually become the mainstream of consumption in China's auto market, as well as the core element of driving increment in the increasingly saturated auto market. How to resonate with the new generation of young people at the same frequency and "play" with them has become the core direction of the transformation of many automobile brands.
As the oldest joint venture car company in China, how does SAIC Volkswagen recognize and interpret youth?At the scene of SAIC Volkswagen's 27 million new car rolling off the assembly line, we found the answer.
The scene of the event, the giant IDMAN and ID., dressed in a new livery "Fresh Berry".3 forms the "cutest height difference", which is divided into eye-catching in the bustling crowd and arouses strong onlookers. It is hard to imagine that such a personalized modification came from the official hand of a joint venture car company.
According to reports, SAIC Volkswagen has begun to explore the modified car business since 2022, and has successively opened personalized modification and accessory purchase services for all products, covering appearance, interior, intelligent technology, outdoor series, etc., and actively promotes the construction of customization centers across the country, and is expected to complete 200 by the end of the year. Personalized body color change, starry sky canopy, wheel modification, digital key, etc., just log in to the "Modification Metaverse" section of the SAIC Volkswagen super app or go to the offline customization center, and you can transform with one click.
In addition to continuous product innovation, in recent years, SAIC Volkswagen has also continuously upgraded its marketing methods according to the needs and preferences of Chinese users to establish a warmer connection with users. For example, a recent IDThe whole family has launched the Weibo APP, which further enriches the social entertainment options of car ownersAnother example is to invite the new generation of actor Wu Lei to endorse SAIC Volkswagen IDFamily, for IDPure electric 2023 upgrade model launch assistance;Another example, IDThe family joined hands with Pokémon cards to launch a limited co-branded bonus card, breaking the circle across borders and leveraging the attention of young peopleMore like, the launch of IDMan animation images and big movies, long-term and coherent content creation breaks the tradition, and online and offline content linkage repeatedly reaches users.
In the creation of a sustainable lifestyle, SAIC Volkswagen has also "played" with users. In 2023, SAIC Volkswagen will pass the "IDA low-carbon trip""idrun together "" idcarnival" and other creative activities, and users work together to deliver a low-carbon and sustainable lifestyle to more people.
In IDAt the run, not only more than 500 participants such as employees, partners, and ** car owners started the race, but also attracted three common benefit organizations, United Public Welfare, Haorun Environmental Protection and B Corps China, to join and jointly unlock "ID."The Sustainable Living Equation". In IDAt the carnival, SAIC Volkswagen and users jointly created a "low-carbon themed user party", and car owners participated in the design and operation of the event to immerse themselves in the charm of sustainable life.
As one of the earliest joint venture car companies established in China, SAIC Volkswagen has continued to have brand awareness and product reputation in the Chinese market. In November this year, SAIC Volkswagen's 27 million model rolled off the assembly line, and there are at least 15 million car owners. The figures of "27 million" and "15 million" not only condense the support and trust of every car owner to SAIC Volkswagen, but also gather the vigorous power of the brand's continuous upward movement. In 2024, SAIC Volkswagen will usher in its 40th anniversary, and under the double buff of more "new" and trendy product decisions and younger marketing methods, I believe that Volkswagen will be more "popular" in both the era of fuel vehicles and the era of new energy.