"Twin" mutual counteroffensive internal counter-insurance aims to surround the B-class auto market

Volkswagen is in the Chinese B-class car market, "open repair plank road, dark warehouse," with the new magotan Ming Ming for the new Passat for the new Passat, but in fact is the Volkswagen in the B-class car market under the two nails, in order to encircle the Possibility level.

At the end of July, FAW-Volkswagen New Magotan, which had been warming up for a long time, was formally listed. The new Passat launched by Shanghai Volkswagen 3 months ago had an initial victory in the market introduction period, with sales reaching 8,940 in June. Although from the perspective of the price range, style, and even time to market of the two new cars, they are all competitors and highly targeted.

In fact, Volkswagen is the ultimate winner of this fight, regardless of whether the new Passat or the new Maiteng are superior or inferior.

Volkswagen, which aims to compete with the A-Class to achieve impulse in the Chinese market, has remained flat in the lucrative B-class market. At present, the overall market share of Volkswagen in China is 17%, of which the market share of A-class vehicles is as high as 25%. However, because B-class cars such as Skoda Hao Rui and Volkswagen CC have not yet formed a climate, VW has a more profitable B-class car. Market share is low.

At present, the top three sales in China's Class B market are dominated by the Japanese Accord, Tianmu and Camry. Japanese "Three Musketeers" are deeply entrenched in the minds of consumers because of the qualities of moderation, comfort and fuel economy, and their market position is very firm.

At the same time, the legal class B vehicles featuring the fashionable appearance are emerging. The Peugeot 508 and Citroen C5 are gradually being accepted by the market with their unique market advantages.

If the German cars that have been in the B-class car market for many years do not exert force, they are in danger of disappearing. Volkswagen is very aware of this. Therefore, instead of fighting between the new Magotan and the new Passat in the same market, it is better to say that Volkswagen has spotted the gap between the old and new Camry and the fact that the French car has not yet formed a climate. Advanced market.

Having removed the problems of the previous generation of magotan's rear space, the new Magotan is more willing to label the “original German lineage” to highlight its technical advantages. Shanghai Volkswagen is transforming its first-mover advantage and independent design into real market sales. The smoke of both cigarettes is strong. The "Derby war" of this mass-brand mid-size car is even considered to be the biggest attraction in the mid-level auto market in the second half of this year.

FAW-Volkswagen General Manager An Tiecheng admitted in an interview with China Business News last week that the new Magotan and the new Passat are not in a competitive relationship. Instead, he believes that the two products are designed to see who is racing faster. "Like Lam Yip and New Bora, the similarity of the two models brings about the sharing of suppliers' resources and the modular production. It also helps shorten the development cycle and achieve a win-win situation in the competition."

This view was also approved by Zhang Hailiang, general manager of Shanghai Volkswagen.

In fact, when the advertisements of all products sold by Shanghai Volkswagen and FAW-Volkswagen in China were recently changed to the “Das Auto,” the global unified SLGON of the Volkswagen Group, the Volkswagen Group’s advertising on the Chinese market was even greater. High demands have already been revealed and the market share has become more urgent, but the capacity bottleneck is a difficult problem that cannot be passed.

Even in the limited-buy Beijing market, several FAW-Volkswagen models still have price increases, such as golf, CC, and even dealers, the new Magotan is just not enough. The Shanghai Volkswagen SUV car Tiguan also faced the phenomenon of increasing the car price, and many tight models even need to wait a few months or more than six months to mention the car.

The current tight production capacity is actually caused by inadequate market forecasts many years ago. In 2003, Volkswagen plans to invest 6 billion euros in expansion of production capacity. As a result, the market was sluggish in 2004 and 2005, the market share of Volkswagen fell rapidly, and investment was forced to shrink. .

In 2008, the anticipation of the Chinese auto market's dominance over the market made the relatively conservative Volkswagen unprepared. Fan Ande, the then CEO of Volkswagen (China), once said: "We have very tight production capacity in all of China's products, and the inventory is very low. We could have done so. Better, more sales."

In March 2009, Volkswagen carefully formulated the "2018 Plan" for the Chinese market, but according to the plans of North and South China Volkswagen, this year it is expected to achieve the sales target of 2 million units and realize the plan 7 years in advance.

"Insufficient production capacity has become an important factor affecting sales volume. For this purpose, VW will invest 10.6 billion euros in building factories, introducing new products, and training personnel for 2011 to 2015." July 15th, when Ni Kaiming, President of Volkswagen China, was interviewed Indicated.

Of the 10 billion euros newly invested in China, 6 billion euros are used for the construction and expansion of the new plant of the North-South Volkswagen JV. However, it is far from being able to hydrolyze the recent thirst. The new plant of North-South Volkswagen will be put into production as soon as possible two years later. Capacity tapping potential.

“FAW-Volkswagen now has only 660,000 capacity, but this year sales are expected to reach 1 million. Now our workers only have one day off for two weeks.” An Tiecheng also expressed frustration.

Focusing on the joint development of the B-class car market, product power is no longer the biggest issue, and the lack of a car in the city has become the biggest test that Volkswagen needs to face.