AutoBeta(AutoBeta.net)02/09 Report--

From the data released by a number of car companies, including Changan Ford, Guangzhou Automobile Toyota, FAW Toyota, Dongfeng Honda, Guangzhou Automobile Toyota and other joint venture brands have achieved year-on-year growth in sales. Of course, behind the strong growth figures, there are also some "moisture" and "illusions". Due to the impact of the Spring Festival holiday last year, the working days of car companies decreased significantly in January 2020, while January this year is a complete natural month for sales. as a result, the sales of many domestic car companies have increased year-on-year.

However, under this trend, there is also a "double decline" in car brand sales. As one of the best joint venture brands in China, SAIC Volkswagen's sales in the first month of the year are not optimistic. According to the latest figures released by SAIC on February 8, SAIC-Volkswagen sold 86100 vehicles in January 2021, down 23.81% from 113000 in January 2020 and 45.34% from 157520 in December 2020.

SAIC-Volkswagen's sales fell for 12 consecutive months compared with the same period last year, and January sales performance was the only joint venture brand in SAIC to decline. It is not difficult to see that the current situation of SAIC Volkswagen is very grim.

Previously, SAIC-Volkswagen was able to crush other brands by relying on consumer trust in Volkswagen brands. However, the Volkswagen brand myth collapsed instantly after the Passat model "overturned" in the China Insurance Research Institute, and the decline in SAIC Volkswagen sales began at this time. After the Passat crash turned over, SAIC Volkswagen re-applied for the C-IASI to test the Passat and achieved good results, especially the closely watched front 25% offset collision, the A-pillar was no longer bent, the airbag was no longer off course, and the dummy was not shot in the head. Almost all the subdivision test items received excellent reviews, crushing Toyota's Camry under the TNGA architecture, but even so. SAIC Volkswagen's sales decline is still difficult to improve.

In fact, the car safety crash test is only the fuse of the decline in sales, mainly because Volkswagen has something to do with the weak competitiveness of new products and modified models launched in China. The current situation of SAIC-Volkswagen has a lot to do with product reputation, corporate reputation, corporate marketing and product strategy. Once there are problems with products and brands, even if there is a price compromise, it is also difficult to restore the trust of consumers.

It is understood that SAIC-Volkswagen will launch more than 10 new products in 2021, including three MEB products including ID.4X, ID.ROOMZZ and ID.3, as well as updates of Tuen, Passat, Tuguan L and other products, and the Skoda brand will also launch a new bright. The replacement of Tuen, Passat, Tuguan L and other models will improve the competitiveness of products. The launch of ID electric cars and the launch of SAIC Audi project are also expected to become new growth points of SAIC-Volkswagen.

However, SAIC-Volkswagen will also face a lot of pressure in 2021, and its product competitive advantage will also be greatly weakened in the face of the rise of Japanese brands such as Toyota and Honda, as well as independent brands such as Changan, Geely and Great Wall. As for the development state of SAIC-Volkswagen in 2021, it is worth looking forward to.

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