Since the birth of the first Santana car in China 1983, Santana brand has witnessed not only the growth of SAIC Volkswagen, but also the development of China automobile industry. With the continuous upgrading of the times and the progress of science and technology, it takes a younger route, bringing consumers more diversified car choices.
Make great progress and accomplish much.
Santana brand, which has been rooted in China automobile market for more than 30 years, bears the collective memory of a generation with its excellent quality and has become the "national car" of an era in China.
History is magnificent and vivid because of emotional records. For Santana brand, its development process is a time corridor to record brilliant achievements. 1983 April 1 1, Anting, Shanghai, a car just assembled by hand slowly drove out, and the first Santana car in China was born; Today, many years later, a brand-new shiny Santana family model rolled off the automatic production line. Among them, it is not only accompanied by the continuous improvement of localization rate, but also the consistent insistence on high quality level.
From Pu Sang to Santana 2000, Santana 3000, Santana Vista, to New Santana, Santana Hauner, Cross Santana and many other well-known models. Santana brand continues to write new glories and achievements through timely localized improvement and innovation. In the face of increasingly fierce market competition, Santana brand is determined to forge ahead, firmly occupying a strong position in the domestic car market with products that keep pace with the times, and has become a real choice for more than 5 million car owners.
Younger age helps to continue the classics.
In recent years, with the rise of post-80s and post-90s consumers, young people have gradually become the mainstream consumer groups in China automobile market. From New Santana to Santana Haona, and then to cross-border Santana, Santana brand has not only achieved rejuvenation and transformation, but also fought in the A-class automobile market with superior family camp, bringing more diversified and personalized products to consumers.
20 12 The new Santana is really brilliant. On the basis of inheriting the brand advantages, it incorporates more innovative elements, which not only embodies the German rigorous design concept and leading intelligent technology, but also demonstrates SAIC Volkswagen's keen insight and creativity in the China market.
20 15, Santana Hao Na, a brand new member of Santana brand, went public. It combines the dynamic style of hatchback with the practical comfort of station wagon, which fully embodies the fashion and practicality, sets off a new wave of "practical station wagon" and injects more youthful vitality into Santana brand.
If we can still find the shadow of the old Pu Sang in the previous redesigns, then we can see that Santana has completely changed in appearance, interior and power chassis from the brand-new replacement of 12 to the redesigned new car listed at this year's Chengdu Auto Show. But if we want to say that the only constant is the huge sales volume of Santana and the quality behind the name, because it has been deeply cultivated in China for more than 30 years, and now the sales volume of Santana brand has exceeded 5 million!
How about setting a small goal first, such as selling 5 million cars first?
I especially remember 1983, when the first car Santana, a joint venture between Shanghai Automobile Factory and German Volkswagen, was born in Shanghai Anting Assembly Plant, which officially kicked off the industrial development of China. In the early days of reform and opening up in China, Santana's position at that time was like today's Big Ben, which was S-class!
In the 1990s, China's reform and opening-up entered a stage of vigorous development, and people's living standards improved qualitatively. Santana, at that time, like bell bottoms, ran all over the street, swept the country, stepped on Santana and held a mobile phone. At that time, it was necessary to lead local tyrants!
Later, China, which entered the new century, officially developed into a well-off society in an all-round way, and the people's income has also been greatly improved. Cars are no longer the standard of a few people. With the advantages of high cost performance, excellent after-sales service, durability and wide application, Santana became the first choice for many families at that time.
Especially after Santana 2000, Santana 3000, Santana Vista, and now the new Santana, Santana Hauner, Cross Santana and many other well-known models went on the market, Santana brand continued to write new glories and achievements with timely localization improvement and innovation, and its sales volume has exceeded 5 million!
What is the concept of 5 million sales? The body length of the new Santana is 4473mm, and that of the old Pu Sang is 4546mm, so suppose that the body length of a Santana is 4.5m, and 5 million Santana cars are arranged in a row end to end, which is 22500km!
So what is the concept of 22500km? You know, if the coastline is not included, the total length of China's land border is over 22,000 kilometers. In other words, you can use 5 million Santana cars to travel around China!
Speaking of which, I'm afraid many people in China will be curious. What is the secret of Santana brand, which has been rooted in China automobile market for more than 30 years, becoming China's "national car"? Even after various upgrades, sales remain unbeaten all the year round?
Ultra-high product stability
With Santana, you are not afraid to travel all over the world! At that time, this heroic and catchy slogan of Santana brand advertisement can be said to be deeply rooted in the hearts of the people. However, in my understanding, this sentence fully expresses Santana's ultra-high stability. However, a compact family car that pursues cost performance is much more important than the gorgeous appearance, how to reduce the later use cost, ensure the stability of the product and not cause trouble to the users during use.
I have a personal experience: once, a taxi driver told me that I was a test driver and praised its Santana. To sum up, the engine gearbox has no problems under the high-intensity use of 300,000 kilometers, and it is definitely a good car in the driver's mind. And that's why: Even after so many years, Santana is still the taxi you see the most on China Road, and it's consistent!
Super cost-effective
I wonder what high-end Volkswagen owners like Phaeton and Touareg think of Volkswagen's classic chrome-plated banner "Family Face"? Although Volkswagen's family-style design does make users around the world remember the appearance of "Volkswagen", few people can completely distinguish the difference between each model of Volkswagen. Just like Santana and Jetta in cash, many people are just stupid and can't tell them clearly! But it's not the same for the owner who is about to become the new Santana. Because we can see that the upgraded new Santana has put on "new clothes" and inherited the latest design language of Volkswagen, which looks younger and more fashionable.
However, as a modified model, the change of the new Santana is of course not only a change in styling design, but also a high cost performance as always, which is also the reason why the Santana brand is enduring in China. It's just that the new Santana has improved in cost performance, which really makes people feel a little excited!
It can be seen that the new Santana maintains the same price as the current model (8.49- 123800), while adding many exciting upgrades and highlights to consumers. A series of optional configurations have also become standard on new models, such as six-speaker hi-fi stereo, rain sensor, headlights with the function of leaving home, and the installation of a series of practical configurations, which have also raised the market competitiveness of the new Santana to a higher dimension!
Super product after-sales network
As we all know, SAIC Volkswagen's earliest contact with the government of China can be traced back to 1978, and it is the first joint venture car company to establish profound revolutionary friendship with the people of China. In addition to impressing consumers in China, the early income is deeply rooted in its layout and brand power in China market, which is unmatched by other joint venture brands.
So you can see the Volkswagen brand that has been deeply cultivated in China for more than 30 years. Speaking of the number of 4S stores, I really can't imagine who can compete with SAIC Volkswagen. Moreover, SAIC Volkswagen's 4S stores are not only spread all over the country, but also influenced by German corporate culture, and both the service attitude and the rigor of details are quite good. Secondly, coupled with Santana's unique characteristics of simplicity, durability, solidity and affordability, even the maintenance shops outside the 4S shop can completely handle Santana's maintenance and after-sales work. And I think this is one of the main reasons why many domestic consumers choose Santana as their family car. After all, it is most important to buy a comfortable and practical family car.
Write it at the end
Therefore, excellent product quality, high cost performance and strong after-sales network are the reasons why Santana brand sells well. But more than that, we can see that under the tide of rejuvenation, with the gradual change of the traditional concept of automobile consumption, we can see that Santana brand came into being, which fully met the increasingly diverse personality and functional needs of young consumers. Therefore, I think the younger Santana brand will continue to conquer the market with its strong quality and extraordinary charm, and continue the classic legend.