Not long ago, SAIC Skoda announced the adjustment of the market guidance price of all models, with the highest adjustment range of 24,500 yuan. After the adjustment, the entry price of Skoda model has been reduced to 77,900 yuan, and the main price range of other products except Korjak and Supai is between 80,000-65,438+0.5 million yuan.

Judging from this price positioning, on the surface, it is hoped to exchange sales by lowering the selling price. In fact, Skoda has been labeled as a cheap public. Volkswagen's move directly marked Skoda with its own brand, which led to its brand linear downgrade. 20 19, the most difficult year for Skoda. According to the data, in 20 19, the global sales volume of Skoda brand was10.2 million, down 1% year-on-year, among which the sales volume in China market was 282,000, down 17% year-on-year. In the world's largest single market, China market has become a helpless shortcoming of Skoda.

In 2020, Skoda will be more difficult. In the first quarter, Skoda brand sales in China decreased by 54.9% year-on-year, and only 29,000 vehicles were sold. Self-degradation may be the only way for Skoda brand to survive. Skoda, born in Czech Republic, belongs to SAIC, a Volkswagen joint venture. With its back against a big tree to enjoy the cool, Skoda finally reached another low point as scheduled. In 2006, Skoda was introduced to China in the form of a new joint venture brand under SAIC Volkswagen. At that time, SAIC-GM won the championship three times, and SAIC Volkswagen had high hopes for Skoda in order to regain the first place. However, from the initial high hopes to the forced landing of the brand, Skoda seems to have spent a long winter in 14. 20 10 has almost become the most brilliant moment of Skoda. At that time, China market became the largest single market of Skoda, which not only weathered the European economic crisis, but also created a new sales record. However, on the road of rapid progress, Skoda has lingering melancholy. The reason why this not-so-powerful car brand can get satisfactory sales is inseparable from the public behind it.

At that time, the slogan of Skoda dealers was that everyone who knew the public would buy Skoda. From engines to basic accessories, Skoda is almost adopted by Volkswagen brands. However, with the increase in sales of SAIC Volkswagen, Skoda was deeply branded as a cheap Volkswagen and gradually lost its own brand personality. In 20 19, the life of SAIC Volkswagen was very difficult. Not only was it surpassed by FAW-Volkswagen in sales volume, but it also encountered a huge crisis in early 2020. The lunar exploration, which has just been listed for one year, quickly approached its local official family and the second place, with a gap of less than 50,000 vehicles. Later, Passat fell off the altar because of a collision test. The monthly sales of Jetta, a sub-brand of FAW-Volkswagen, also stimulated SAIC Volkswagen, which has been sitting on the sales throne for five consecutive years.

And SAIC Volkswagen wants to fight back. The first one to get a knife is obviously Skoda. Skoda insiders have said that Skoda has never been treated equally in the structure of SAIC Volkswagen, and Kodiaco has never stood in the mainstream market to compete with Volkswagen's product strength, which is what Skoda is most worried about.

Skoda, which has lost its brand dominance, once again lost its brand bargaining power. This time-honored brand of 125, a quiet car brand, is being abandoned by its partners. It is easy to go down, but it is difficult to go back to high. We don't know whether SAIC Volkswagen can move on and keep the throne, but Skoda's concession has become inevitable. To a certain extent, Volkswagen is destroying Skoda.