AutoBeta(AutoBeta.net)12/15 Report--

Skoda officially announced the production and sales of KuaiBao in November. A total of 109000 new cars were sold worldwide in November, down 1.0 per cent from a year earlier, with the domestic market accounting for 24.86 per cent, still Skoda's largest single market, but still down 3.2 per cent from a year earlier.

Not only is the performance of the Chinese market mediocre, but Skoda's performance varies from region to region, with the entire Western European region falling 3.6% from the same period last year, with Europe's largest German market declining by 9.5%, while most other regions show an upward performance. but it can't reverse the downward trend in the whole region.

As for the central European market, Skoda grew by 3.9% in November compared with the same period last year, such as the home markets of the Czech Republic, Ukraine and Russia.

The upward trend was 5.7%, 18.3% and 10.5% respectively compared with the same period last year, while the rest of Central Europe fell 3.2% year-on-year.

In this regard, Skoda said that the Chinese market is very important and attaches great importance to them, and more adjustments will be made in order to further promote sales in the Chinese market.

Skoda has been lukewarm since it entered China for 12 years. As a Volkswagen brand with the same group, it has a greater advantage in China. In the same economic market, Volkswagen has a higher positioning than Skoda. At the same time, Volkswagen launched the "Jetta brand", which runs as an independent low-end brand, positioning it a half level lower than Skoda.

However, such a brand that is lower than Skoda has become a hot brand as soon as it has been launched, with sales exceeding 4% only three months after its launch. A newly launched model sells more than any of Skoda's models, even twice as much as it does. This is a big blow to Skoda, so there is a problem that Skoda has to face. That is whether Skoda should stick to itself or go to the lower end of the market.

As for Skoda's sales, Jia Ming, deputy general manager of SAIC-Volkswagen sales and Market Executive and general manager of SAIC-Volkswagen sales Company, once said that the current market competition is intensifying, resulting in a very difficult situation for second-and third-tier joint venture brands. Skoda, as a local European brand, still has certain market benefits in Europe. After all, Europeans know Skoda, a century-old brand, but they have come to China. Skoda became the "little brother" of the public. More Skoda's sales in China still come from Volkswagen's brand endorsement, but not in Europe.

Jia MingDi revealed that it was suggested that SAIC-Volkswagen and FAW-Volkswagen launch Santana as a new brand, which might also have the effect of Jetta, but it was abandoned by SAIC-Volkswagen because Skoda was still sandwiched in it.

Skoda's strategy of "following Big Brother" can still have a good harvest when the market is improving, but when the competition in the car market intensifies, Skoda needs to change even more. Although officials have denied that Volkswagen will put Skoda below to the low-end brand, but for the current domestic market, Volkswagen is still the boss, as long as it is Volkswagen's will be endorsed by the brand, if Skoda does not have more unique charm recognized by consumers Then the price is more recognized by consumers as a "must-kill skill".

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