Only 80 days after the first SUV Tange was launched on the market, FAW-Volkswagen couldn't wait to launch its second SUV, Tanyue. In such a short period of time, two heavyweight models were quickly launched on the market, which is rare in the 27-year history of FAW-Volkswagen.
The Giant's "Achilles' Heel"
As the first Sino-foreign joint venture in the domestic auto industry to establish a scale economy, FAW-Volkswagen has no shortage of "phenomenon" models, especially in the A-class sedan market, whether it is the Evergreen Jetta, or the Bora and Sagitar models launched later. , All have been holding the dominance of their respective market segments all the year round. It is precisely by virtue of the huge sales volume in the car market, especially the A-class car market, that FAW-Volkswagen has repeatedly won the title of single-enterprise annual sales champion.
But this is a fatal existence for FAW-Volkswagen. Because there is no Volkswagen brand SUV model, FAW-Volkswagen has to rely on A-class cars to fight the market all year round. This fatal flaw became more prominent around 2010 with the rapid rise of the domestic SUV market.
The data corroborated this point. After the domestic SUV market sales bottomed out in 2009, it began to rise all the way in 2010. The average annual growth rate of more than 30% not only drove the increase in overall market sales, but also continued to erode the car market. As of 2017, the annual sales volume of SUVs has reached 10 million, and its share in the passenger car market has risen from around 9% in 2010 to 42%.
"We are walking on'one leg' now." Facing the lost SUV dividend, a FAW-Volkswagen insider once sighed, "If we can get on the SUV sooner, life will be much better than it is now."
What car is on? When? As one of Volkswagen's joint ventures in China, FAW-Volkswagen does not actually have much voice. What's more, even Volkswagen's own "warehouse" does not have many SUV models in stock.
In March 2010, Volkswagen's first SUV model, the Tiguan, was made by SAIC Volkswagen and launched on the market. This is also the first domestically produced SUV model launched by Volkswagen in the Chinese market. With Volkswagen’s brand influence and the sudden emergence of the SUV market, Tiguan soon established its status in the world after its listing. As of September this year, the cumulative sales of Tiguan eight years after its launch has exceeded 1.8 million.
"In the next few years, we will continue to enrich the lineup of SUV models in China." On the one hand, SAIC Volkswagen, which is riding on the rhythm of the SUV market, is on the other hand, FAW-Volkswagen, who is eager to see SUVs. Volkswagen (China), March 2016 CEO Heizmann finally put the Volkswagen brand's SUV strategy "informally" on the table.
Not the best "window period"
Even so, after more than two years of suffering, FAW-Volkswagen ushered in its first SUV product at the end of July this year-the small SUV Tange positioned in the A-class. But this still cannot conceal FAW-Volkswagen's desire for SUV models. Only 80 days after the launch of Tange, Tanyue, which was positioned as a high-end mid-size SUV, was pushed to the front of the stage.
"We are also in a hurry, but it is useless. Production capacity planning, production preparation, market promotion, and so on. These procedures cannot be omitted." On October 22, at the listing site of Tanyue, a FAW-Volkswagen staff member hung up. The heart was finally let go. According to the plan, FAW-Volkswagen will successively launch five SUV models within three years. In addition to the already-marketed Tange and Tanyue, there will be three more SUV models positioned as small, medium and medium-sized SUVs by 2020.
"As the core strategic model of the FAW-Volkswagen SUV family, we will also take Tanyue as a foothold to form the Tanyue family and fully deploy a high-end medium-sized SUV product matrix." Saidley, the first deputy general manager of FAW-Volkswagen, told Tanyue Full of expectation.
But for Tan Yue, this may not be the best "window period."
According to data released by the China Association of Automobile Manufacturers, the domestic auto market’s year-on-year sales have fallen for three consecutive months. Of course, there are objective reasons for the large sales base last year, and the adverse impact of economic fluctuations on the Chinese auto market. Especially in the SUV market, sales in September of this year were only 803,000 units, down 14.5% year-on-year; while in the mid-size SUV market where Tanyue is located, except for the Ford Explorer and other individual models, they maintained positive year-on-year growth. Most of the models have gained a negative growth of about 20%.
At the beginning of this year, FAW-Volkswagen set a sales target of 1.45 million vehicles in 2018; and after Tange and Tanyue entered the market one after another to fill the gap in FAW-Volkswagen’s SUV market, FAW-Volkswagen also hopes to achieve product coverage. The previous 41% has risen to more than 70%.
In the first three quarters of this year, FAW-Volkswagen’s cumulative sales of Volkswagen brands reached 957,500 vehicles, achieving 66% of the annual target. In the fourth quarter, in the face of the Chinese auto market that has entered the down cycle and the environment where many competing products are waiting, can Tan Yue, who is expected to work with Tange, to help FAW-Volkswagen complete this task?
SG(B) Series Of Non-encapsulated Dry-type Transformer
Dry-Type Transformer,Non-Encapsulated Transformer,Series Of Non-Encapsulated Transformer,Electronic Power Encapsulated Transformer
SANON DOTRANSÂ Co., Ltd. , https://www.sntctransformer.com