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Compared with other joint venture brands, SAIC Volkswagen's performance in 2020 is really "hard to say". In August, SAIC Volkswagen still hasn't got rid of the situation of "falling endlessly". What has SAIC Volkswagen experienced? Jia Mingdi, general manager of SAIC Volkswagen Sales Co., Ltd., said in an interview with the media, which may help us find the answer.

Although affected by many adverse factors at the beginning of the year, the performance has declined sharply, but many automobile enterprises, including domestic enterprises, have gradually assumed a negative growth state in the second half of the year. As the largest passenger car brand under SAIC Group, SAIC Volkswagen has continued its downward trend. SAIC Volkswagen's sales fell 3.97% to 145,000 vehicles in August, and cumulative sales in the first eight months fell 29.53% to 856,385 vehicles, according to data released by SAIC.

In terms of specific vehicle models, the new Lavida is still the sales model of SAIC Volkswagen, with a year-on-year growth of 14.5% to 42,902 vehicles. The models such as Touang, Tiguan and Tuyue are still in the forefront of their respective market segments. However, in the face of domestic cars and other joint venture brands, SAIC Volkswagen obviously has some difficulties, although SAIC Volkswagen through a substantial price reduction in exchange for sales, but the market growth momentum is obviously weak, sales for 8 consecutive months year-on-year decline is the best proof.

Some analysts believe that SAIC Volkswagen encountered sales difficulties, which were related to Passat collision results affecting brand reputation and enterprise reputation, continued downturn of SAIC Skoda being marginalized, as well as enterprise marketing propaganda, product strategy and other aspects. In fact, although Passat, Tiguan L and other models directly caused a sharp decline in sales after the "rollover" in the research, but the reason is still closely related to Volkswagen's domestic launch models, Santana, Lavida, Tiguan L, Passat in the current domestic market can choose and replace too many models, in safety, configuration, price, power and other aspects also do not have much competitive advantage.

SAIC Volkswagen sales decline has become the norm, but in the view of Jia Mingdi, general manager of SAIC Volkswagen Sales Co., Ltd., SAIC Volkswagen's performance is also expected at present. Jia Mingdi said in an interview with the media: "This year, the dual brands are doing product restructuring, and we expect that we will decline more than the overall market." But I think it's normal for this to happen after product restructuring. If we do a good job of adjusting this year, we can return to normal levels next year."

Jia Mingdi further said: "The first half of this year is indeed more difficult, but this is not the most difficult in history, it may be relatively difficult in the past 10 years." Why do we feel particularly difficult this year? First, the original base is relatively high, and the decline is relatively large compared with the same period last year. Last year was the period when we accounted for the highest proportion, especially in the first half of the year. Last year, the two brands added up to more than 9.2%. This year, Skoda's share decreased significantly, and the mass brand share decreased by 1%. However, the mass brand is still the largest single brand in the country. The status has not changed."

Previously, SAIC Volkswagen was able to crush other brands by relying on consumers 'trust in Volkswagen brand products. However, after Passat experienced the "rollover" storm, the safety of Volkswagen brand products fell into crisis. In the increasingly competitive market environment, SAIC Volkswagen also relied on preferential treatment to maintain sales volume, but in the long run, the price system and brand reputation would also be hit. At present, SAIC Volkswagen urgently needs to invest more energy in solving brand and product problems and solving safety concerns caused by "rollover" models in China Insurance Research, so as to restore consumers 'trust in Volkswagen brand.

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