Well begun, half done. Dong Xiuhui revealed that in the future, FAW-Volkswagen will intensively launch five SUV products to achieve full coverage from small, compact, medium-sized to large market segments. In addition to the two products released this year, one is lower than Ge Tan, two are higher than Tan Yue, and the other three SUVs will be listed in 2020, thus forming the SUV family product sequence and opening the SUV era of FAW-Volkswagen.
In the cold winter of the automobile market, the incremental space is frozen, and these new entrants can only seek development in the stock market. Especially for Volkswagen brands that have never operated SUVs before, the difficulty has increased sharply.
As early as the beginning of the year, Dong Xiuhui predicted that SUV would change from incremental competition to stock competition, and from blue ocean to over-saturated red sea. He reminded that for FAW-Volkswagen, it does not mean that everything will be fine after the SUV comes. Be calm and rational, and keep the pressure at all times.
Before listing in Ge Tan, the product coverage rate of seven cars under FAW-Volkswagen brand was only 38.5%. However, in the case of imperfect product array, the sales volume of a single model exceeded 200,000, and it was hard to win several firsts: Jetta is the champion in its market segment all the year round; Sagitar is the champion of A+ market segment; Golf has been a class A hatchback champion for many years; Magotan ranks first in B-class car sales. ...
After the launch of the first SUV, FAW-Volkswagen cleared up its previous concerns in just three months. The sales volume of exploring songs climbed from 3,063 vehicles in August to 5,527 vehicles in September. In June, the terminal delivered 8,074 vehicles, 438+ 10, ranking third in the market segment. Tan Yue, which has just been listed for one month, is currently in a state where terminal delivery is in short supply. Dong Xiuhui is pleased to say that SUV performance has achieved the expected results in the context of increasing downward pressure on the overall market.
Three months of continuous rise and three months of more confidence, for FAW-Volkswagen, SUV is a new topic, but its past success in the car market can also be partially transplanted. Especially in the field of marketing, we have seized the hot spots and achieved success.
In order to explore songs, FAW-Volkswagen held "Time" during the half-year warm-up period of listing. Where to? Roc "brand launch conference, listening to the voices from young people, announced the release of Chinese names. Joint chamber of secrets escapes IP to carry out immersive product experience activities in South China base, breaking the traditional form of communication. Listing stage: FAW-Volkswagen e-commerce platform launched a limited edition of e-commerce songs. The body, interior, wheels and all kinds of equipment can be customized, and 888 customized songs were sold in 10 second. In the extension period of listing, Ge Tan cooperated with platforms such as KINDLE, Netease Cloud Music and Amazon from the perspective of digital marketing, and made short videos and creative posters by studying the preferences of target customers, paying attention to emotional marketing, which generated a buzz with users. "While promoting marketing, it is also constantly adjusting and optimizing. Now there is a regular meeting of SUV marketing every week, and managers from headquarters and regions participate. By constantly adjusting and optimizing to adapt to market changes and customer needs, I think this is the so-called experience accumulation. "
Dong Xiuhui introduced that the design and development of FAW-Volkswagen SUV also deeply combined the characteristics of China market and the needs of users. For example, the shape design is more in line with China people's pursuit of beauty, and richer scientific and technological configuration, lengthened body and wheelbase are also more in line with China people's demand for function and space. Taking the first A-class mainstream SUV as an example, FAW-Volkswagen redesigned and upgraded the configuration on the basis of the European prototype, and correspondingly lengthened the body and wheelbase to better meet the needs of the China market.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.