One: the public
1.
Headquartered in Wolfsburg, Audi AG is the world's leading European automobile manufacturer. At present, its brands include: Volkswagen, Audi, Bentley, Bugatti, Lamborghini, Scania, Seat, Skoda, Volkswagen Commercial Vehicle and Porsche. Each brand has its own characteristics and leads the market. Passenger cars range from economical compact cars to high-end luxury cars.
On the other hand, commercial vehicles range from light trucks to buses and heavy trucks. The goal of Volkswagen is to provide attractive, safe and environmentally friendly cars, maintain an advantage in the increasingly competitive market, and establish global standards for all levels of cars. Its first is not reflected in sales, but in its automobile strategy. Today, with the homogenization of automobile modeling and technology, the strength of a brand is enough to determine the success or failure of a product. After more than 70 years of development, Volkswagen has included various automobile brands with different nationalities, backgrounds and personalities. Its 10 brand covers middle, high and low grade, meeting the needs of different consumer classes and forming a strong brand group.
2. Price strategy
The pricing strategies of new products mainly include skimming pricing, penetrating pricing and satisfactory pricing.
Skimming pricing strategy is a high-priced strategy. New cars of Urban Sunshine and Urban Pioneer series can be priced by skimming oil. On the contrary, penetration pricing strategy is a low price strategy, satisfaction pricing strategy is a price strategy between skimming and penetration, and pricing is between the two. Because this pricing strategy can satisfy both producers and consumers, general manufacturers will adopt this pricing strategy, and the sales volume is large.
Two: Toyota
1.
"Toyota's so-called good product is a good car, and the so-called good idea is how to create, sell and improve." A word from Mr. Takezo Ishida, former general manager of Toyota, made the meaning of this slogan clearer. "The life of a car lies in its various functions and durability, and it must be cheap. The ultimate and highest goal of automobile manufacturers is: better products, cheaper prices, and good ideas must keep up with good products. Improving quality and reducing cost can be said to be an eternal theme.
2. Price strategy
Toyota's price strategy is the same quality, lower price. Lexus is the most outstanding representative of Toyota. Lexus is a new brand launched by Toyota Motor Corporation in 1990s. It is positioned as a luxury car. Brands with the same market positioning include Ford Motor Company's extended Lincoln, Mercedes-Benz, Honda Motor Company's Honda Mileage, BMW's BMW735 1, and Volkswagen's Audi V-8quattro.
There is no doubt that Lexus is a typical good product of Toyota Motor Corporation. The quality of Toyota Lexus is superior to its competitors. Not to mention the pricing of Lexus. Toyota produces two kinds of Lexus cars, one is LS400, which costs $35,000, and the other is ES250, which costs $265,438+0050, while Mercedes-Benz and BMW models with the same positioning cost $80,000, which is 2.3 times and 3.8 times that of Lexus models respectively. The quality and price of Toyota Lexus have won the hearts of dealers and users.
3. After-sales service strategy
Toyota must make its own efforts to make users feel that any problems in buying Toyota cars can be solved smoothly and they can rest assured. In other words, as Yukio Nakajima, chairman of Toyota Motor (China) Co., Ltd. said, "While providing Toyota cars to China, we also undertake the after-sales service responsibility of Toyota cars that have been running in China, and establish and strengthen its network.
China has a vast territory, spanning cold zone, temperate zone and tropical zone, with diverse climate and complex terrain, which is prone to various emergencies. In order to realize its slogan "Double confidence, use Toyota's professional services to get on the road", Toyota has expanded its maintenance outlets all over the country, which provide high-quality services and spare parts needed for maintenance.
Now consider this question: do you want to buy Volkswagen or Toyota at the same price? The key is to look at the owner himself!
Million car purchase subsidy