I really didn't expect that the sales report card announced by the car company also began to roll in! Now at the beginning of each month, the new car-making forces are scrambling to release sales data, which is in stark contrast to the previous practices of traditional car companies. At the beginning of November, the leading car companies in the new car-making forces, such as Weilai, Xiaopeng and Ideal, could not wait to release their October report cards, and they all achieved substantial growth without exception.
In many report cards, Brother Reed also found a bright spot, the same is the new energy model products, shortly after the listing of sales continued to break through 10,000 for two months, just look at the data you may think that this is tesla and other head of the new forces of the model sales performance. In fact, it is not, what has achieved this achievement is the ID. series under the traditional brand Volkswagen.
Whether from the sales volume in October or nearly half a year, the growth momentum of the four models of the Volkswagen ID. series is very obvious, and it is not an exaggeration to call it the most powerful joint venture brand new energy vehicle in the second half of this year. Under the impact of the local epidemic and chip shortage on the car market, why can the Volkswagen ID. series still maintain growth, and today Brother Lu decided to try to deconstruct Volkswagen's pure electric vehicle route again to see what it did right?
01
From constant skepticism to new sales
As we all know, as the first two joint venture car companies, North and South Volkswagen introduced many excellent models in the early days, with the right price and excellent product strength to stand firm in the market, far ahead of the opponent in the fuel vehicle market. Although fuel vehicles sell well, Volkswagen's performance in the field of new energy vehicles at the beginning is not satisfactory. Data show that China's new energy vehicles in the first half of the cumulative sales reached 1.007 million, a year-on-year increase of 220.9%, in such a good growth momentum, Volkswagen's many new energy models are still "no name on the list", in the first half of the year ID. The entire series of models sold only 9139 vehicles, and the ideal goal is very far behind.
However, since the second half of the year, the delivery volume of volkswagen ID. series has begun to climb steadily, delivering 5810 vehicles in July, 7023 vehicles in August, and delivering 10,000 vehicles for the first time in September, reaching 10,126 vehicles, becoming the first domestic traditional car company with a monthly delivery of pure electric models of joint venture brands. In the past October, sales were as high as 12,736 units, an increase of 25.8% over September. It is worth mentioning that the Chinese market is also one of the fastest growing regions in the world for the Volkswagen ID. series.
So far, the ID.series has launched a total of five models in the domestic market, including the ID.4 CROZZ and ID.6 CROZZ launched by FAW-Volkswagen, and the ID.4X, ID.6X and ID.3 launched by SAIC-Volkswagen. Although the sales data this time is calculated by the five models of the two car companies of the North and South Volkswagen companies (of which 1255 ID.3 units were delivered in the first week of listing), they can achieve monthly increases and sales continue to exceed 10,000, which is enough to become a hot topic in the automotive circle.
Of course, such sales data is not conspicuous compared to its own fuel vehicles and Tesla and other new forces car manufacturers, but for Volkswagen, which has just transformed into electrification, it has been a breakthrough from zero to one. Not to mention that at present, it is still facing the challenge of "lack of core", and it is not easy to achieve monthly deliveries of more than 12,000 vehicles, so the results of "going against the trend" also make people more optimistic about the potential of the Volkswagen ID. series.
02
Product and marketing go hand in hand, and Volkswagen opens a "counter-offensive war"
The reason why the Volkswagen ID. series can have such a brilliant sales performance is inseparable from the accumulation of technology. The new energy models created by traditional manufacturers such as Volkswagen undoubtedly have great advantages in terms of product strength and safety performance, and the Volkswagen ID. series based on the MEB platform is indeed eye-catching in terms of safety.
Not long ago, C-IASI Zhongbao Research Institute announced the results of the SAIC Volkswagen ID.4 X safety crash test, which is the first model in the C-IASI test to obtain the four major evaluation results of "crash resistance and maintenance economy", "occupants in the car", "layman" and "auxiliary safety", which is also the best result in the history of C-IASI evaluation. In addition, the overseas version of ID.4 has also received a five-star rating from Euro NCAP in Europe, a TOP SAFETY PICK+ (highest safety rating) for crash tests from the Association of Highway Safety insurance associations (IIHS), and a five-star safety rating from the National Highway Traffic Safety Administration (NHTSA) US NCAP. These outstanding results are enough to prove that Volkswagen has really made a lot of efforts in this car.
As the flagship model of the Volkswagen ID. series, the ID.6 has won the favor of many home users with its large space and high cost performance. At a price point of around 300,000, id.6 is competitive and equipped with IQ. Drive L2 driver assistance, up to 588km endurance, 6-seater/7-seat layout flexible and practical, suitable for the whole family.
In fact, the real "sales harvester" of the ID. series is the ID.3 that has just been listed. Since the car was listed in Europe, sales have surpassed Tesla in a short period of time, and it has also ascended to the european new energy vehicle sales champion. It is currently introduced by SAIC Volkswagen for domestic sales, with a starting price of 159,888 yuan, which can be said to be very close to the people. In addition, it is equipped with many intelligent configurations, such as ID.Drive L2 assisted driving, ID.Light optical language system, and intelligent vehicle connection system 4.0 system, coupled with excellent space and fun control, it is reasonable to believe that it will become a new entry point for Volkswagen to boost sales.
In order to adapt to the market, in addition to ensuring the strength of the product, Volkswagen also launched an agency system, customers directly through the manufacturer's small program orders, manufacturers and then according to the order production, and the dealer is only an agent, only responsible for the display of the vehicle, test drive, delivery and after-sales work, there is no control over the price. This new sales model can ensure the national unified price of the ID. series and the standardization of user services. Not long ago, a poster of the price reduction of SAIC Volkswagen ID. series models was also circulated on the Internet, and then the dealers involved were severely fined, and such a harsh attitude also made other dealers dispel such ideas. This not only protects the legitimate rights and interests of consumers, but also further maintains the brand image.
03
The Japanese "hesitation" is an opportunity for the public
People familiar with the car market know that the Japanese car companies represented by Toyota, Honda, and Nissan have always been Volkswagen's main competitors in fuel vehicles, and Volkswagen can have good results in the sales of pure electric vehicles, which is also related to the hesitation of Japanese car companies in the pure electric vehicle track. At this stage, the share of Japanese car companies in the pure electric vehicle market is quite weak, compared with pure electric vehicles, Japanese brands have more energy to target the hybrid field.
Of course, Japanese car companies are not to be outdone, and have recently made frequent moves in the field of pure electric vehicles. Honda Motor officially released its new pure electric brand e:N, and announced that the first generation of production models, Dongfeng Honda e:NS1 and Guangqi Honda e:NP1, will be unveiled at the Wuhan Auto Show and Guangzhou Auto Show respectively, and then officially launched in the first quarter of next year. Toyota Motor also released the latest electric vehicle bZ4X, which has 100% restored the concept car in terms of appearance, steer-by-wire steering system and special-shaped steering wheel, four-wheel drive system and so on.
Although Japanese car companies are also trying to make up for the previous "deficiencies", Volkswagen has clearly seized the opportunity in terms of layout electrification. The Volkswagen brand is currently the most radical traditional car company in the transformation of electrification, according to the plan, Volkswagen will invest 60 billion euros in research and development work in the fields of hybrid, electric mobility and digitalization between 2020 and 2024, and it is expected that by 2030, the sales of electric vehicles will account for 50% of the company's total sales. In April this year, Volkswagen's third MEB plant in China officially opened in Anhui Province, and is expected to start production in 2023, with an annual production capacity of 350,000 units in the future.
As the world's largest automotive group, Volkswagen is accelerating its progress towards new energy. If the Japanese brand does not "catch up" in time, this gives Volkswagen a great opportunity in disguise, making it a lot less resistance in promoting pure electric vehicles. What's more, the products of the Volkswagen MEB platform have gained a lot of word of mouth, and the continued efforts in the later stage are enough to leave the opponent far behind.
Although the sales volume of the Volkswagen ID. series is not the highest, from a few hundred units sold monthly to a continuous breakthrough of 10,000 vehicles, this will be a good signal for the arrival of the ID. new energy brand image and other ID. models in the future. The performance of the Volkswagen ID. series is also a reference model for the transformation of other traditional car giants. Of course, Volkswagen still has room for efforts in the road of electrification transformation in China, and Brother Reel believes that Volkswagen's investment in the MEB platform will have more surprise returns in the future.