The auto market is looming as the "German Retreat" German car goes into the rising channel

At the beginning of this century, with the siege of the Japanese models, the market share of the German models gradually decreased. However, with the in-depth interpretation of the Chinese market and technological innovations, the Ashkenazi models have steadily increased in recent years. Among them, the performances of Shanghai Volkswagen and FAW-Volkswagen, which are two joint ventures between Volkswagen China and its domestic counterparts, are particularly dazzling. It can be said that it is precisely these German car companies that are keen to innovate, reversing the decline that once occurred, and making the German car models return to the path of rising.

Fruitful German vehicle sales skyrocket

On the performance of the Kede line car in China, we must begin with its “troika”. Looking at the domestic auto market in the first half of the year, the high-end car market showed a significant growth trend. It is understood that in the first half of this year, BMW sold a total of 75,600 vehicles in China, and its sales volume doubled year-on-year; Mercedes-Benz's sales in China also doubled, with 59,600 vehicles sold, a year-on-year increase compared to the same period in 2009. 122%; while Audi achieved sales of 108,600, an increase of nearly two-thirds from a year ago.

According to statistics, Volkswagen Group (China) and Shanghai Volkswagen and FAW-Volkswagen joint ventures sold 1,476,200 vehicles in the first nine months of 2010, an increase of 39% over the same period in 2009. At this point, the sales volume of the Volkswagen Group (China) in the first nine months exceeded the sales record of 1.4 million vehicles last year. As of the end of September, Volkswagen brand sales reached 1166,000 units, an increase of 33.8%, including 33,000 imported vehicles. The Audi brand delivered 174,900 new cars to customers, an increase of 60.7%, including 25,800 imported cars. The sales of the Skoda brand in China have reached a record high of 134,500 units, an increase of 64.7% over the same period of last year. In the same period, the Bentley and Lamborghini brands sold 653 vehicles and 179 vehicles, respectively, an increase of 96.6% and 113.0% year-on-year.

The excellent market performance seems to have enabled the German car to see the dawn of victory in advance, and has also strengthened its product strategy with both energy and energy efficiency. It can be said that the current popularity of the German car is not unrelated to the change of its product line of thinking. A model with high performance and high performance-price ratio has become a weapon for its “improvement”.

There is a cause for both offensive and defensive "deward and retreat"

For a long time, the enthusiasm of the Germans for machinery has led them to pay too much attention to the machinery itself, and there has been too little effort invested in the supporting links. This has given the Japanese cars an advantage. In recent years, Volkswagen has successively introduced a series of high-efficiency high-performance fuel-efficient vehicles, such as Volkswagen CC, Golf GTI, Volkswagen Eos, and Volkswagen Scirocco, which cater to the demand for “new wave” in first-tier cities. Personality and good power control have become the unimpeded passes for these models in China.

Not only that, the gold combination of the TSI+DSG powertrain has also been equipped with a variety of major models of Shanghai Volkswagen and FAW-Volkswagen, which has contributed a lot to the German-made car's turnaround in the Chinese market. Basically, every model launched by Shanghai Volkswagen is a volume model, such as Passat, Collar, Polo, and Santana, all of which have become an important contributor to the annual sales of Shanghai Volkswagen. The mature and perfect marketing strategy allows Shanghai Volkswagen to always stay at the forefront of domestic auto companies, coupled with its strong product strength, sales naturally naturally.

For FAW-Volkswagen, the original introduction of the Volkswagen models is a magic weapon to win in the market competition. Magotan, Volkswagen CC, Golf, all models are all exudes the original charm of Volkswagen. These models did not lose their character in the pursuit of a "big and full" consumer boom. They still adhered to their own unique style and eventually accepted it. Moreover, with the improvement of living standards, consumers’ demand for automotive economy is gradually weakening, and more emphasis is placed on dynamics, handling, and safety, which also provides authentic Chinese cars for the German market. Realistic basis.

In addition, German cars are actively exploring fuel-saving technologies while giving full play to their dynamic advantages. The results of the 2009 International Engine Awards show that the German engine won 11 of the 12 awards, while the Japanese engine only won 1 award, and the German engine has taken a dominant position. It can be seen that the constant investment in power and fuel technology has become the internal strength of German cars to win this turnaround.