In the past year, the epidemic has been repeated, coupled with the lack of "core" and the uncertainty of power rationing, the development environment of China's automotive industry has become more and more complicated, and the pressure on the entire industry is unprecedented.
In the severe internal and external environment, FAW-Volkswagen, which stood in its 30s, turned the crisis into an opportunity for transformation, and with the results of vehicle production exceeding 1.7 million units and delivering 1.857 million new vehicles, it ascended to the top position in the industry and the first seat in production and sales, and handed over an impressive report card for 2021.
Behind this report card, it is particularly worth mentioning that FAW-Volkswagen has ambitions for electrification and is imperative.
From the sales performance of the FAW-Volkswagen ID.CROZZ family, we can get a glimpse of one or two.
The ID. series is getting better
2021 can be described as the opening year of volkswagen's ID. series, and Volkswagen has successively brought 5 ID. series pure electric vehicles into China. Among them, the FAW-Volkswagen ID.CROZZ family sold 36,595 vehicles in the whole year.
As a comparison in 2021, Xiaopeng Motors, NIO and Ideal Automobile delivered 98,155 new vehicles, 91,429 vehicles and 90,491 vehicles respectively. In the face of such achievements, the voice of singing decline rises and falls, but this data is based on two major premises:
First of all, compared with Tesla, "Wei Xiaoli" and other new power brands, as a traditional car company FAW-Volkswagen entry electrification is indeed relatively late, the current FAW-Volkswagen ID.CROZZ series only ID.4 CROZZ, ID.6 CROZZ two models on sale, while Weilai, Xiaopeng have at least 3 models on sale. Coupled with the ID.4 CROZZ listing in March last year and the ID.6 CROZZ listing in July last year, both of which were sold in an incomplete year, that is to say, the FAW-Volkswagen ID. series has hardly done sufficient brand building and accumulation in the early stage of listing. Therefore, whether it is in the number of models sold, or in consumer awareness, it is not dominant;
However, the masses are the masses after all. Relying on Volkswagen's natural brand foundation, strong R&D strength, and reliable product strength, as well as its own channels, user base and other advantages, FAW-Volkswagen ID. series has still obtained good market traffic.
From 0 to 1, to break thousand, to break 10,000, FAW-Volkswagen ID. The CROZZ family took only half a year. In the same dimension, compared with the representatives of the head of the new forces, the cumulative delivery of the WEILAI ES8 exceeded 10,000 units, which took nearly a year; while xiaopeng Automobile's first model, the G3, 10,000 units, came off the production line, taking nearly two years. There is no harm without comparison, and at the same stage of the initial stage, the opening market performance of the FAW-Volkswagen ID.CROZZ family is still very impressive, better than the performance of the new car brands, proving that "ginger is still old and spicy".
It should be emphasized that FAW-Volkswagen is not a new car-making force, but a leading car company with a very perfect marketing network, and the current sales performance for FAW-Volkswagen is actually still in the stage of just opening the situation, and its upward breakthrough space and potential are far from being comparable to the new forces of car-making. The crozz series will also gradually improve.
Product strength is the basis for sales growth
As the world's largest market for new energy vehicles, China is also the most competitive. The FAW-Volkswagen ID. series sales volume can be quickly increased, and the author believes that there are two crucial reasons behind it: high-quality products and marketing innovation are the key.
First of all, in terms of product quality. This is also the consistent advantage of FAW-Volkswagen, and the accumulation of decades of experience in car manufacturing has enabled Ashkenazi craftsmanship to build a "moat". FAW-Volkswagen ID. The CROZZ family has launched two products at present, ID.4 CROZZ and ID.6 CROZZ, which not only shape the brand personality from the design aspect, but also make full efforts in the "invisible" places such as battery life, charging and safety, forming a product ICON with both "quality" and "personality".
For example, in the safety of the whole vehicle, FAW-Volkswagen ID.CROZZ family strictly implements the latest 2021 C-NCAP five-star and C-IASI Good standard design and development, using ultra-high-strength thermoformed steel plate, the whole series is equipped with 6 airbags, hundreds of active and passive safety designs, fully protect vehicle safety; in terms of battery safety, the ID.CROZZ family's battery pack and high-voltage system meet the internal L4 level electrical safety requirements of Volkswagen, waterproof grade IPX9k, The battery pack alone has carried out 197 safety tests, of which 179 far exceed the national standard, and have undergone extremely strict long-sequence tests to ensure the safety of the car in an all-round way.
Another example is in humanized technology. Faw-Volkswagen ID.CROZZ family follows the product concept of "technology for you", equipped with IQ.Drive autonomous driving assistance system, AR-HUD augmented reality head-up display system, IQ. Light intelligent matrix headlights, ID.Welcome intelligent interactive lamp language system, ID.Light intelligent interactive light strip, public ask intelligent semantic interaction, remote control car and other more humanized intelligent equipment, effectively give users dare to use, practical, easy to use the technology experience, so that the driving and riding more intimate, comfortable and calm.
Another example is the real endurance. ID.CROZZ family also has more accurate endurance performance, large capacity battery system and high battery pack energy density, under the premise of limited battery capacity to bring users longer and more real endurance; CO2 heat pump technology, greatly reduce energy consumption, from the technical guarantee of endurance; BMS lean battery management: intelligent energy management system, from the improvement of endurance, all-round energy saving, strengthen energy recovery, accurate control of power consumption and improve energy utilization of five aspects to achieve the maximum utilization of electric energy, So as to achieve accurate endurance. After tens of thousands of charge and discharge simulation tests under different working conditions, the power and mileage calibration are done to the extreme, and what you see is what you get, which truly alleviates the user's mileage anxiety.
In addition to its solid product strength, its innovation in marketing is also indispensable.
FAW-Volkswagen continues to deepen the "user-centric" strategic change, jump out of the traditional automobile marketing model, and fully develop the new energy market.
In order to solve the user's anxiety about mileage anxiety and charging, FAW-Volkswagen has made the decision of "WHERE THE ID.sales are, build charging piles wherever it is". To this end, FAW-Volkswagen has successively established Mobje, MOSI and CAMS to comprehensively promote the "3M ecological layout" and build a full-scenario user service ecology.
In terms of user rights and interests, FAW-Volkswagen has continuously strengthened the user welfare of the whole life cycle of ID. series products, in addition to the free charging privilege of Kaimeisi for one year, it also attaches a series of exclusive rights and interests such as lifetime free roadside assistance and one-click power-on; at the same time, it has also issued a series of financial and replacement policies such as "safe purchase", "easy rent", "value preservation and exchange".
In terms of channels, in March this year, FAW-Volkswagen launched an agency sales model for the ID.CROZZ family. Taking advantage of the existing network advantages, FAW-Volkswagen selected agents in a network of more than 900 dealers nationwide, re-signed the agency contract, and authorized these agents to operate ID. series products.
In the past year, the ID. series has laid a solid foundation for the transformation of FAW-Volkswagen new energy, and this year FAW-Volkswagen continued to change the "user experience". It is worth mentioning that in order to commemorate the first anniversary of the FAW-Volkswagen ID. series in China, the FAW-Volkswagen ID. series will also launch an anniversary version model and a limited edition model.
summary:
In the current increasingly competitive new energy market, relying on more reliable and mature products, FAW-Volkswagen ID. series sales have continued to rise in the past year. Of course, such achievements can only be said to be a beginning for FAW-Volkswagen. In 2022, which has already begun, FAW-Volkswagen will continue to face difficulties, accelerate transformation and upgrading, and move forward with "public will".
It is worth mentioning that 2022 is not only the first year after the "thirty-odds" of FAW-Volkswagen, but also the 50th anniversary of the establishment of diplomatic relations between China and Germany.
Therefore, FAW-Volkswagen in the year of "Zhongzhi" is worth looking forward to.