Volkswagen "trampled" Tesla. Is this the rise of traditional cars?

65438+1October 2 1, Volkswagen, CEO? Herbert Diss, who officially entered Twitter social media on Wednesday, quickly posted the first message. This dynamic content directly refers to its competitor Tesla and calls Tesla CEO Elon to compete for part of Tesla's market share.

Diss said that he registered on Twitter to create influence with Volkswagen Group and seize some market share. After all, our ID.3 and e-tron are already in Europe. We won the first market.

Volkswagen "declares war" and "grabs market share"! How distressed are the traditional giants now?

Many netizens said that Di was "ignoring the heat". After all, Diss praised Masco many times in public, and Masco also announced his complete withdrawal from Facebook and Twitter a week ago. Undoubtedly, Diss has successfully attracted the attention of the market.

Fuel "Brother One" VS Electric "Brother One"

In fact, people in the industry agree that it is good to have a personal relationship with horses. As CEOs of fuel vehicle group and electric vehicle Tesla, they often publicly praise and comment on each other on social media. Both of them recognize each other's efforts and achievements and appreciate each other.

In September 2020, Ma went to promote the construction of a super factory, and met Di on the last day. The meeting lasted about 2 hours, and the specific content was not disclosed.

Diss has publicly stated, "Look at the model? 3 sales, they are already one of the largest electric vehicle manufacturers, and we respect Te very much. Think. " After testing the Volkswagen No.3 electric vehicle, Mas also gave a positive evaluation on the steering performance of the vehicle.

Even so, after determining the electrification transformation, Volkswagen Group has always regarded Teslink as its biggest competitor. According to reports, Volkswagen's high-end electric car Porsche Kanter (Kanter) was used to deal with special? Audi has also set up a special department called "T Group" to study the fight against Te? this

For many years, Volkswagen has dominated the global fuel vehicle field. In 20 14, the global cumulative sales exceeded100000 for the first time, and the sales volume has been around100000 since then. However, in recent years, this "elephant" has been frequently hit by the annual sales of less than 500,000 vehicles.

Despite its rich manufacturing experience, Volkswagen executives have repeatedly publicly stated that Volkswagen lags behind Sri Lanka in software. Malcus Duzman, CEO of Audi, once said, "He is at least two years behind in software and autonomous driving technology." Diss also pointed out that the public still has a long way to go to catch up with Zeus, but it is also possible to surpass Zeus within three years. The public is confident to defeat Zeus in software, because software is a scale game. Currently in the field of new energy vehicles, although DISID? The .3 and e-tron on Twitter won the first European markets worldwide, but in 2020, Volkswagen will deliver 2,365,438+0.6 million pure electric vehicles and 65,438+0.905 million plug-in hybrid vehicles, and Tesla will deliver 499,550 vehicles. In the field of pure electricity, Volkswagen's sales are less than half of Tesla's.

In fact, not only did the public feel the crisis, but Toyota, which has dominated the global fuel vehicle market for many years, also felt the crisis. For example, this year's sales volume is about 6.5438+million.

When Toyota, once the largest country in the world in terms of market value, completely lagged behind Tesla in the capital market, Zhang Nan, the head of Toyota, once said that although the market value has been lost, we should not ignore the fact that Toyota has produced more than 654.38 billion cars. In the long run, hybrid and clean energy vehicles will be more popular in Toyota than electric vehicles in Tesla.

In the eyes of the industry, the media and company executives often compare a traditional automobile giant with an annual sales volume of 500,000 vehicles, whether publicly clamoring or reaffirming their values, which in itself reflects the firmness of the general trend of new energy vehicles and the anxiety of these traditional giants to "turn".

Volkswagen to Tesla: "declare war" and "seize market share"! How distressed are the traditional giants now?

Looking at China Market from "Dare to Fight"?

Volkswagen declared war on Tesla, which undoubtedly showed its ambition to become a big brother in the field of new energy.

This can also be reflected in the mass electrification strategy. According to the electrification strategy announced by Volkswagen, it is planned to launch 80 brand-new electric vehicles by 2025, with an annual output of 3 million electric vehicles, including 6,543,800 electric vehicles based on MEB platform and 500,000 ID.4 vehicles worldwide.

China is the largest single market for Volkswagen and the largest new energy vehicle market in the world. Diss once said that China is the strongest market for electric vehicles, and the real opportunity for Volkswagen is that 40% of its electric vehicle sales will be in China.

This sales target ratio is similar to the current sales ratio of Volkswagen fuel vehicles in China, which means that the main market for carrying Volkswagen's new energy "ambition" will still be in China.

However, before entering the China market, Volkswagen preferred its home market in Europe, and officially launched its first pure electric vehicle, Volkswagen id, on the eve of Frankfurt International Auto Show in September 20 19. . 3。 After the first victory in the European market, Volkswagen began to formally attack the China market. In June 2020165438+1October, the ID.4 series was introduced to the China market. The domestic model launched by FAW-Volkswagen is called ID.4 CROZZ, and the domestic models launched by Volkswagen and SAIC are called ID.4x

65438+1October 2 1, SAIC Volkswagen id? .4x pre-sale. Pre-sale price after subsidy 199888 yuan. Faw-Volkswagen id after subsidy? The price range of 4crozz starts from 6.5438+0.999 million yuan. The price range has entered the range of Tesla Model 3, which also makes Tesla and Volkswagen face a positive "hardness" in the China market. Insiders of FAW-An from Volkswagen told the reporter of International Finance News that Volkswagen has high hopes for the performance of ID.4 in China. Feng Zeng, CEO of Volkswagen China, once said that the goal of id4 is to sell 500,000 cars worldwide by 2025, most of which are from China.

The world's largest new energy vehicle market is also very important to Tesla. According to public data, the China market accounted for nearly 30% of Tesla's annual sales last year.

Wade Bush Securities Co., Ltd. pointed out that the proportion of Tesla's sales in China market will increase in the future, and it is estimated that the delivery in China market will account for 40% of the total delivery of Tesla electric vehicles in 2022.

Regarding the fierce competition between China market and Tesla, Feng recently told the media that the targets of these two brands are not the same consumer group. At present, Tesla's audience is still a high-end consumer group. This is a challenge for Audi, and Volkswagen is. Series models "are committed to providing mobile travel solutions for consumers rather than millionaires".

Of course, ID card 4 can't help the public occupy the China market. According to the plan, by the end of 2023, Volkswagen will launch 8 ID. By 2025, Volkswagen plans to launch 30 new energy vehicles in China, of which new energy vehicles account for at least 35% of the total products.

"Car sea tactics!" An industry insider who asked not to be named told the reporter of International Finance News that Volkswagen will still adopt the strategy of fuel vehicle and release a huge product matrix to occupy various market segments, which may help the public to define part of the territory, but in the end it still needs to have a dialogue with product power.

Feng also said at the launch of ID.4, "These products will help us become the first choice brand for China consumers in the field of electric vehicles, just as we did in the field of SUVs."