After more than a year, the first-class war of car companies that has lasted so far has not diminished in the slightest. Just after the Spring Festival holiday, BYD took the lead in cutting prices and staged a butcher to start a new round of market competition.
This war between independent brands has long been extended to joint venture brands. Among them, SAIC Volkswagen's Tourang discount ** has not yet ended, and finally waved the "machete" to the electric vehicle brand again.
On March 3, SAIC Volkswagen ID3. Launched the latest car purchase policy, with a zero-pressure down payment of 1990,000 yuan, monthly payment of 1,399 yuan during 3 years, 3 to high 6% discount hedging repurchase. For reference, SAIC Volkswagen ID3 There are currently 5 models on sale, with a price of 1628.88 million -1928.88 million yuan.
It costs 1Can you pick up the car for 990,000 yuan? SAIC Volkswagen was ridiculed by the outside world as the "BYD" among the joint venture brands. It seems that no car company can stand alone, and this battle will go a long way.
SAIC Volkswagen ID3. "Lift the roof".
In the wave of electrification, when the vast majority of joint venture brands are hesitant to transform, the Volkswagen Group was able to play its own rhythm in the breakout race.
Recently, the Volkswagen Group announced its 2023 financial results. In its largest single market, China, deliveries grew by 2% year-on-year, which is already quite prominent for a generally frustrated joint venture brand.
As one of the "twin" joint venture brands of Volkswagen Group, SAIC Volkswagen intends to continue its highlights this year after tasting the sweetness of last year's price cut.
On July 7 last year, SAIC Volkswagen's Volkswagen ID3 models are officially reduced in price, with a maximum reduction of 370,000 units, the price reduction date is until the end of July, and a limited number of 7,000 units will be sold.
Based on the consumption stimulus brought by the price cut, SAIC Volkswagen IDThe family not only grew month-on-month for many consecutive months, but also reached 1560,000 units, helping to deliver a record high, and a total of 10 new cars will be delivered in the whole of 2023970,000 units, including IDSince the launch of the three models, the cumulative sales volume has exceeded 100,000 units.
Although the Spring Festival holiday in February this year, superimposed on the rain and snow in many places across the country, the number of consumers visiting stores decreased, but SAIC Volkswagen IDThe family still delivered more than 7,500 units and continued to be the top seller of the joint venture brand pure electric model.
For SAIC Volkswagen, such a record may not be enough. On March 3, SAIC Volkswagen targeted its ID3. Lowering the threshold for buying a car with a down payment of 1.99 million yuan, and launching preferential activities such as "monthly payment as low as 1,399 yuan within 3 years, and 6% discount repurchase for 3 to high value" has undoubtedly greatly reduced the cost of car purchase for users and hit the new pain points of the younger generation of consumer groups.
id.3 models have always been SAIC Volkswagen IDThe main sales force of the family, the car launched a facelifted model in January this year, with an official guide price of 1638.88 million -1808.88 million yuan. At the same time, idThe starting transaction price of the 4x 2024 model has also been reduced to 14980,000 yuan, and the whole system is equipped with smart car connection, rear rear drive and German chassis as standard.
From the side, SAIC Volkswagen did not directly reduce prices as last year, but more by launching a purchase finance plan, putting "how to buy a car" on the table, directly bringing good news to consumers and driving consumption growth.
**The smoke of the war is everywhere, and SAIC Volkswagen is rushing while rolling
*When will the battle stop" seems to be a question that all those involved in the industry will encounter, but judging from the current situation, this seemingly short-handed battle has gradually evolved into a protracted war.
The latter quickly sounded the defensive alarm, and car companies such as SAIC-GM-Wuling, Nezha Automobile, Changan Automobile, Beijing Hyundai, SAIC-GM Buick and Cadillac followed suit.
The essence of the volume is the elimination competition, and not being eliminated is the greatest responsibility to the user. At the Chengdu Auto Show last year, Yu Jingmin, executive deputy general manager of sales and marketing of SAIC Volkswagen and general manager of Shanghai SAIC Volkswagen sales, said in an interview.
Indeed, SAIC Volkswagen has already built a wall for itself in this protracted war. In February last year, SAIC Volkswagen ushered in a new general manager, Jia Jianxu, and put forward the policy of "promoting oil vehicles, stabilizing electric vehicles, and getting on Audi", which also opened the prelude to SAIC Volkswagen's new electrification transformation.
It should be noted that in less than a year, Jia Jianxu was promoted from general manager of SAIC Volkswagen to vice president of SAIC Group, which is also considered to have won the recognition and seal of the group for his achievements in SAIC Volkswagen.
For SAIC Volkswagen, an appropriate adjustment strategy may be more suitable for the current Chinese auto market, that is, to increase the market share of the brand's electric vehicles and firmly occupy the market of fuel vehicles.
According to the product plan previously released by SAIC Volkswagen, the 2024 IDThe family will welcome two new cars in the future, namely the IDnext and idbuzz。where idThe Next is a concept car positioned as a sedan. id.Buzz is the new electric MPV of the Volkswagen brand, and it is also the largest and most expensive model in the Volkswagen ID family.
In the field of fuel vehicles, there are also two blockbuster models, one is the Tiguan L Pro, which is a replacement model of the Tiguan L, positioned as a medium and large SUV, with five seats and seven seats to choose from, equipped with L2+ level auxiliary driving system; The other is the all-new Passat, which draws on the "ID."The design language of the family, through the official teaser pictures, has the flavor of "original German cars".
At the marketing level, SAIC Volkswagen and Chow Tai Fook jointly launched the "Volkswagen Blessings" 40th Anniversary Thanksgiving Gift activity at the beginning of the year, that is, from January 1 to February 29, 2024, users who purchase a car and complete the APP to tie the car will have the opportunity to draw Chow Tai Fook co-branded custom gold banknotes. Go to the designated 4S store of SAIC Volkswagen offline for maintenance, and you can also grab the co-branded safety pendant.
With the gradual removal of the synonym of "local and vulgar", it has become more and more the new favorite of young people. SAIC Volkswagen accurately grasped the current demand for goods at the time of the year and set off a new round of "gold rush".
Our strategy is to sell more and serve users well. Buying a car is a very low-frequency thing, but you have to use it every day. This is the most basic business principle that Yu Jingmin firmly believes in - selling good cars and selling good services.
In the face of the reshuffle war in 2024, SAIC Volkswagen, which is about to celebrate its 40th anniversary, has rolled up its sleeves to meet the challenges.