2​ Back to the top of the public ,ID Still weak

source ： Ginkgo Finance （ID：yinxingcj） author ： Negative bundle Chueh Jue

tesla 、 BYD's sales are rising , The voices of the new forces at the head are different from those in the past , But the overall sales volume is still difficult to meet rivals in the domestic market , Or is it the public who is generally looked down upon .

With the north and South factories taking the first and second place in annual sales , Volkswagen has achieved three consecutive championships with absolute advantage .

According to the data of the Federation ,5 The overall domestic auto sales volume ushered in a rebound in August , FAW Volkswagen 150009 The retail sales of cars returned to the top of monthly sales ,4 Month was overtaken by BYD , It seems to be just an accident .

The data don't lie , Different from the mainstream public opinion , The reason is that Volkswagen is not worried about overall sales , The worry is that new energy has not improved , Hold your breath , But still unable to move the market .

ID series , It doesn't seem to affect now , But it must be about the future .

Blind confidence

Take a closer look at , FAW Volkswagen 5 Monthly sales are nothing “ new ” It means , Familiar maiteng 、 baolai 、 Sagitar and other major models are still supporting the appearance of Volkswagen , The situation of Shanghai Volkswagen, which is currently at the top of the sales list due to capacity drag, is not different ： Or the tanker carrying the flag .

“ With ID The sales volume of the series is gradually rising ” The situation of , It has not become the norm as expected by Volkswagen Group , Following the occasional monthly sales of more than 10000 ,ID The continuous downturn of the series is better known .

Understand chedi data display ,5 month , faw-vw ID.4.CROZZ Monthly sales are only 3377 car , As a whole ID Series of “ The king of sales ”, Only ranked No. in the new energy general list 33 position , Other ID The model is more desolate .

Shanghai Volkswagen ID.4 X With 1957 Cars lined up 42 position ,ID.6.CROZZ1633 Vehicle ranking 51 position ,ID.3 Only 822 Cars are in line 73 position ,ID.6 X With 721 Vehicle ranking 80 position .

Need to know , Gaohe, whose price is several times higher ,5 All the months have been sold 369 car .

Know chedi new energy general list, a total of Statistics 173 Vehicle type . At first glance ,ID The sales performance of the series is at the upper and middle level of the industry .

Look back , Volkswagen is the top seller in China all year round , If you put ID Series as a student , He is the worst student in the public class , Although the later manufacturers spent a lot of money on marketing , Dealers also cut prices and promote sales , Still no improvement .

Serious make-up classes have little effect , The problem lies in the bottom , Not quality , It is because the product force is stretched .

ID The appearance of the series is still a familiar popular style , The avantgarde feeling that the interior wants to highlight as a whole is obviously separated from the small central control screen , The cost control of both software and hardware of the vehicle engine system , Or the operation logic of human-computer interaction , Are widely roast .

In recent years, other new forces of car making have no matter the quality or technical level , Just to create an atmosphere has been far ahead of the industry elder brother .

Tesla was roast of the blank room , Someone is playing games with a handle inserted , It is called a flamboyant ideal ONE Dalian screen , Someone is lying in the Queen's chair in the passenger seat to watch a movie ......

New energy models , More or less, it bears the needs of the times ,“ People who know Chinese best ”, But choose to turn a blind eye .

18.9 It starts at 10000 yuan ID.4 series , use 170 Horsepower data , Drag the 1.94 Tons of body , There are no achievements of zero hundred acceleration in the conspicuous part of the official website interface .

This price , Even ordinary brands of fuel vehicles can also get 2.0T The engine of , Most of them are also 220 Horses up and down , weight 1.8 Within tons .

Vision of power reserve of new energy , Out-of-service ID.4 To achieve .

ID.3 But unexpectedly, it has been used 170 Horsepower motor , The motivation is , but A Class body 、14.99 The starting price of 10000 yuan , Although it is a supplement ID Family product matrix , But it's not A High end market , But domestic brands SUV The main price range , Sales are hard to keep up .

The PASAT incident of the China Insurance Research Institute did not attack the confidence of the public in pricing ,ID The overall sales volume is embarrassing , The mediocrity of product force is the surface , The public cannot face up to the changed market , It's the culprit .

The future is near

It's hard for the public to turn around , The market doesn't wait .

4 Month tops the list ,5 BYD, which ranked second in the month , It's not an accident to win this honor , continuity 3 Monthly sales exceeded 10 ten thousand , The trend .

There were signs last year , BYD was complained by customers , The situation of being able to afford but unable to buy has continued until now ,4 Monthly data indicates , At that time, BYD had super 40 Ten thousand orders are waiting for delivery .

On one side, he shouted that he couldn't sell , On one side, the supply is in short supply , Happy troubles .

With the overall warming of the new energy market , tesla 、 BYD 、 SAIC GM Wuling , Are vividly performing the new series , The public obviously cannot adapt to the new role .

last year , BYD's annual sales reached 73 Thousands of cars , Among them, the new energy vehicles exceed 60 Thousands of cars ,“ New energy content ” occupy 82%, In this year 1 month , Rose to 97%,“ Partial family ” More and more serious ,3 In August, it announced to abandon fuel vehicles , BYD follows the trend , Embrace the future thoroughly .

DM-i、 Blade batteries have experienced the market test ： Recognized by consumers 、 Purchased by other host manufacturers , This is the foundation of BYD Soha new energy .

Compared with , Volkswagen's domestic sales last year 330 Thousands of cars , New energy models 70625 car , Proportion only 2.1%, Partial subjects are more serious , Just this subject , There is no future .

On tonality , The inherent steadiness of the public cannot be satisfied Z The psychological needs of potential consumers in the era .

On brand , Those years when the opponent made progress , The public got on the slide by themselves , Often become a laughing stock . Drain valve 、 passat , Have become a thorn in the hearts of fans , today , Volkswagen's fuel cars are still selling well in China , But the dividends of the first entry into China have not been exhausted .

On differences , BYD DMi、 Toyota THS、 Honda iMMD Fame is outside , The technical characteristics and even fame of Volkswagen in the field of new energy , Are not in the same order of magnitude .

A household name TSI, Can kill all sides in the fuel age , How long can it continue in the era of new energy ？

Embrace the future thoroughly , Or stick to existing interests , Volkswagen and BYD face very different situations , Also made the opposite choice .

Five years ago , Few people can think of BYD and Volkswagen in the sales list , Five years later , It is not impossible for Volkswagen's overall sales to be surpassed by the leading new energy vehicle enterprises .

Tactics are no longer popular

Early Samsung , Once relying on the machine sea tactics hard steel Apple , The birth of Xiaomi , Although Apple adopted a single model route like that in those days , But also in order to eventually derive multiple series , Realize more different needs .

Air sea tactics are easy to copy , And the safest , The difficulty is to refine a small amount of products .

The public is no exception , North and South plus the Yangtze River and Huaihe River , The domestic scale of joint venture car enterprises has achieved the largest , Various models , More derivatives , Golf alone , There is regular golf 、 Jialv 、GTI, There are also imported retreats and R.......

Independent brand , At the beginning, it was limited by technology and scale , Almost all can only rely on a small number of models to win the world , Like Chery QQ, Geely free ship , BYD F3, The harvard H6.

The advantages of Volkswagen rolling grade , Only at the product matrix level , It was ahead for a long time .

Now , Volkswagen's aircraft and sea tactics have been reproduced by mainstream independent car companies , Geely is already a class representative , This set of “ Attack and defend ” Tactics , It has long become a routine operation in the industry .

here , Autonomous car companies face choices , Is to continue to expand the product matrix , Or focus on building a new energy system that adapts to the future ？

BYD DM-i, Great Wall lemon DHT、 geely SEA、 chery LIFE And so on , Built their own new energy base , Mass marketing platform play , Have been learned long ago , The opponent also played more smoothly .

There are more products , There are more choices , Domestic car market , A hundred flowers have already bloomed .

With the increase of domestic per capita income , The proportion of sales of luxury brands has increased , among , Audi is continuously suppressed by Mercedes Benz and BMW .

BMW wins sales , Mercedes Benz wins revenue , Audi is at the bottom , The international and domestic market conditions are similar , Compared with the joint venture of FAW, Audi only accounts for 10%, When both sales volume and revenue are at a disadvantage , Audi earned only% of its total revenue from the world's largest market 2%.

Many car companies' multi brand strategy is to perform their respective duties , However, Volkswagen Group's strategic deployment of Audi in China seems to be intended to open the way for Volkswagen brand to explore the luxury field . The facts are not satisfactory , Hui ang 5 The domestic sales volume in September was only 173 platform , audi A6L Then ten thousand .

Under the discount of the dealer , The price overlap between Audi and Volkswagen is higher and higher , Judging from the reality , Volkswagen's brand power distance BBA The worst performing Audi in , Still far away , It is difficult to realize the expected left-right combat estimation , On the contrary, the public brand is in an embarrassing situation .

magotan 5 In sales 14720 platform , Next to that is 14144 BMW of Taiwan 5 system , The sales volume of medium and large-scale luxury cars has entered the general brand of Volkswagen B Car field , Market purchasing power increases , Even if Audi is not satisfied with the momentum of the public , Indeed, it can't join the excitement of the luxury market .

Wuling Hongguang with medium and low-end volume 、 Xuanyi 、 The song dynasty PLUS DM-i Take the top three in total sales , Langyi with the same positioning 、 baolai 、 Soar team , Dissection 4/5/6.

High school and low school , The performance of the public cannot stand scrutiny , Both the strategy of aircraft and sea and the brand dividend are at the end , The brand positioning is inconsistent with the already changed market , Both low-end and high-end items are suppressed by rivals , People can't understand the high and low masses , Which bowl of rice do you want to eat ？

Has been placed high hopes by the public ID series , Facing similar problems .

ending

How glorious is the era of fuel vehicles , How staggering is the transformation of new energy , People in a hurry to enter , Tickets obtained by changing oil to electricity , Not recognized after all , So the public ticket , Namely ID series .

The brand is no longer popular , Product power can't keep up with demand , At the tactical level, the opponent is also thoroughly understood ,ID Series was born in the era when the public fell to the altar , Toyota is not the only competitor .

tesla 、 BYD's global share is even less than that of Volkswagen , But the market value has surpassed , It shows that the market is most optimistic about “ new business ” Companies with outstanding capabilities .

ID The continued downturn , It almost announced the defeat of the first battle of Volkswagen transformation . When new energy opens the window of great changes in the industry , Volkswagen can not only do Tesla , And I don't want to be BYD .

Can't understand Chinese people anymore , I still can't recognize myself ？