Transformation direction of traditional automobile to electrification

Since last year, the new energy vehicle market has historically exceeded the sales volume of the automobile market 1/4, which has aroused consumers' extensive concern about the new energy market. In addition, the price reduction in the auto market in March this year and the support policies for new energy vehicles in various places have triggered a debate about the harmonious development of fuel vehicles and electric vehicles.

In fact, for domestic traditional automobile enterprises, at present, most of them adopt the strategy of * * * development and harmonious * * * development of fuel vehicles and electric vehicles. On the one hand, they hold the existing position of fuel vehicles, on the other hand, they actively lay out the future and transform to electrification, which not only makes fuel products keep pace with the times, but also creates new energy products different from "new forces" by virtue of their own brand and technological advantages. As a leading joint venture car company in China, FAW-Volkswagen has always adhered to the position of fuel owners, updated and better products to meet the diversified needs of consumers. At the same time, the brand is also accelerating the transformation of electrification, promoting the transformation and development with an open attitude, realizing the synchronous development of fuel vehicles and electric vehicles, and answering this question with its own vivid practice.

1. Strengthen the brand label of "King of the Fuel Age" and keep ahead in market sales. FAW-Volkswagen, which has been deeply involved in the China market for more than 30 years, is undoubtedly the king of the fuel age. In May of last year, 5438+ 10, FAW-Volkswagen achieved a breakthrough in cumulative production of 25 million vehicles, becoming the only passenger car enterprise with production and sales exceeding 5 million vehicles since 2020. Despite the rapid development of the domestic new energy market in recent years, fuel vehicles are still the first choice for users in China. Therefore, the FAW-Volkswagen sedan family and SUV family, which continue to be popular in the market, have become the "mainstay" of brand sales.

Last year, FAW-Volkswagen brand sold 104 1077 vehicles, up 5.3% year-on-year. Among them, the cumulative sales of car families is 765,438+06,386, which is more than two-thirds of the total sales of Volkswagen brands. The cumulative sales volume of B-class Magotan has exceeded 2 million, and the cumulative sales volume of Bora and Sagitar has exceeded 7 million. Last year, the SUV family sold a total of 252,462 vehicles, and it took only 45 months to achieve the goal of one million sales, surpassing all the current Sino-foreign joint venture car companies. This is the result that FAW-Volkswagen has always adhered to the dominant position in the fuel market, stabilized the "basic disk" and constantly promoted the upward development of the brand.

In the process of adhering to the dominant position in the fuel market, FAW-Volkswagen has always adhered to technological innovation, serving China Volkswagen with the best technology, and making traditional fuel vehicles continue to glow with new vitality in the digital age. The brand-new Ge Tan 1.5T Evo 2 engine, which will be launched soon, utilizes the technical principle of Miller cycle, optimizes the inefficient work by adjusting the closing time of the engine intake valve, exerts the same effect with less oil, and reduces fuel consumption. Four innovative measures, including this technology, have reduced the average fuel consumption by 10% and improved the response speed by 50%.

2. Fuel products are continuously introduced, and brands always accompany users to meet their needs. Faw-Volkswagen has always stressed the need to take users as the center, respect users' choices and actively provide consumers with better products and services. In terms of fuel vehicles, we will continue to launch a variety of heavy-duty models to continuously meet the diverse travel needs of consumers.

In recent years, the brand-new Tan Yue family has been listed with advanced, high-energy and wisdom, and actively embraced the era wave of user consumption upgrading and intelligent development, bringing users a more diversified and personalized driving experience; The brand-new all-round flagship tour and the hard-core five-seat SUV tour have been launched one after another, achieving full coverage from small to compact, from medium-sized high-end to medium-sized five-seat to large-scale seven-seat SUV market segments. The new Bora, the new sagitar and the Magotan 2 million commemorative edition have been listed one after another, and the dimensions of internal and external modeling, intelligent technology, comfort and safety have been completely refreshed. While improving the user experience, it has constantly refreshed the benchmark image of three models in A-class, A+-class and B-class high-quality national cars.

FAW-Volkswagen also deeply understands the characteristics of user groups and consumption preferences through technologies such as big data, excavates users' purchase motives, purchase scenarios, lifestyles and values, and develops a new precision marketing model for the automobile industry-"ICODE five-precision model" (accurate insight, accurate communication, improved efficiency, intelligence, accurate operation and lean potential). Through people's perception, people who are interested and people who act,

3. Transition to electrification with an open attitude. In the future, the brand will take into account the development of oil and electricity and face the trend of electrification. FAW-Volkswagen has accumulated a lot of money while sticking to its main position of fuel. Since 202 1, many intelligent pure electric vehicles based on MEB platform, such as ID.4 CROZZ and ID.6 CROZZ, have been launched one after another, and the cumulative sales of ID have been realized. The curly hair series of 65438.

In order to promote the electrification transformation, FAW-Volkswagen has built a brand-new customer-centered marketing model and a full-chain customer service system, providing users with full-time online and offline exclusive protection, responding and meeting users' needs in the first time. Established an independent ID. Operation center, created an ID. Experience the ecology and create an offline communication contact between the brand and users-ID. Hub has opened more than 208 stores and 844 channel authorized agents, which has changed the traditional sales model and brought users a more convenient car buying experience.

In recent years, FAW-Volkswagen has promoted the intelligent transformation and upgrading of all coefficients with an open attitude. Not only pure electric products have the advantages of safety, quality and battery safety, but also have the maneuverability comparable to that of fuel vehicles. Moreover, relying on the technical accumulation of the public, the technological achievements of electrification are constantly applied to fuel vehicles, such as the brand-new digital golf that takes the fashion route and the flagship SUV that pays attention to space and performance. Due to the application of a large number of digital and intelligent technologies, the advanced upgrade of fuel vehicles has become the iterative direction of traditional vehicles, making traditional fuel vehicles no longer "traditional".

This has formed a good situation for the development of pure electric products and fuel products, laying a good foundation for consolidating FAW-Volkswagen's leading position.

Written in recent years, the rapid development of new energy vehicles gives people an illusion that fuel vehicle dealers will end their historical mission. It is a trend that new energy becomes a normal mode of travel, but it is impossible for fuel vehicles to quit the historical stage overnight, no matter from the timetable of major car companies to stop production or from the technical ability and use value of fuel vehicles. For a long time to come, traditional fuel vehicles and new energy vehicles will continue to learn from each other and develop together to meet the diverse needs of users with their own different characteristics. FAW-Volkswagen fuel vehicles and electric vehicles will be * * *. Text/Zhang Fengyu

This article comes from the author's new fashion in the automobile market, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.