TU-TESL

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After completing the transition from hardware to software and upgrading from pure mechanical performance technology to intelligent interactive driving control technology, the new maiteng's shenche posture may also need to be released. The car market is floating and sinking. In a moment, the situation is treacherous. Indeed, with all kinds of emerging trends and the gradual replacement of the consumer class, China's automobile market is always facing tremendous changes. Therefore, no matter the veterans who have been fighting for many years or the new recruits who have just come out of the battlefield, they have to be passive or active to seek breakthroughs, so as to cater to the never-ending secret war in the future. Compared with the declining SUV market, the growing polarization of traditional car market, especially in the field of B-class car, has become particularly obvious. There are Camry and accord who inherit the past glory and can continue to rise. There are Peugeot 508l who are speechless. Just among them, as the representative of B-class car camp, maiteng has never fallen into the altar, but in the face of the increasingly turbulent market, remember, "arrogance is a dignity that can not be supported". Therefore, for the new maiteng, which is in the middle of the mid-term reform, more needs to be done. From the color of blood to this day, we have never doubted that from 12 years ago, maiteng is to Volkswagen, just as Passat is to SAIC Volkswagen. It is not only one of the pillar models to achieve sales target and profit contribution, but also a vital development vane for the whole FAW Volkswagen brand and market layout. However, if we look back on the ten years of maiteng's entry into China, the difficulties it has gone through are still unforgettable. At the beginning of 2007, the first B-class car produced by FAW-VW according to the C-class car standard was offline in FAW-VW Changchun factory and named MAGOTAN maiteng, in order to establish a brand-new B-class car image for Volkswagen from the source. However, although at that time, the company adopted the pq46 platform for Volkswagen's medium and high-end vehicles for production, and became the first new vehicle among its peers to adopt the global synchronous advanced chassis technology, it was hindered by the blocking of the Chinese market and the solidified cognition of the Volkswagen B-class vehicle, and the fledgling company made FAW Volkswagen, who had high hopes for it, at once at a loss. In the next few years, from the appearance, size, power assembly, riding space, safety configuration and other aspects, we have inherited the "original" German pedigree. From the perspective of publicity, we have emphasized how the new image of the sports B-class car is. In the competition with Japanese competitors, Maxon has not put forward the appearance of Volkswagen. Even SAIC Volkswagen's Passat leader can overwhelm maiteng one after another with its old-fashioned basic quality. Fortunately, with the improvement of consumers' understanding of automobile technology and FAW Volkswagen's deeper understanding of the Chinese market. In 2011, when FAW Volkswagen introduced its successor models to the Chinese market, xinmaiteng absorbed the previous experience, abandoned the consistent sports style, and made a great compromise for comfort. As far as wheelbase is concerned, the wheelbase of the previous model is 2709mm, and that of the new overseas model is 2775mm. FAW Volkswagen has directly increased the wheelbase of b7l to 2812mm, and the rear passenger's leg space has improved substantially. And the change is not only in lengthening, because the positioning is more inclined to the business crowd of the backbone of the society, the modified maiteng not only achieves the sense of stability of the business car, but also does not lose the sense of competence. The engine adopts the second generation EA888, and has more options than ever before. 1.4T, 1.8T, 2.0T and the 3.0L V6 naturally aspirated engine which represents the brand height. It can be said that this new generation is the beginning of maiteng's revolution, and it is also the masterpiece of FAW Volkswagen before the snow. With the rapid market recognition of Maxon, FAW Volkswagen's "ambition" to set up a benchmark in the B-class business car market is also expanding. Even now, after switching to MQB platform, maiteng is no longer the general one who was beaten down by Passat. But even so, the arrogant posture created over the years has become a dark disease that must be cured by maiteng under the crazy attack of Japanese cars. Respect for the market is the key to maintaining stability. 12 years is a cycle and the next "unknown" node. From being questioned to being affirmed, maiteng has its ups and downs as well as its brilliance. However, looking at its performance in recent years, the current maiteng is still able to achieve the status of "one brother" in terms of sales volume by virtue of its high-end business characteristics and its over grade product strength. Last year alone, with an annual sales record of 226870 units, maiteng won the top market in its market segment, and left behind (168039 units) and Passat (159164 units). Of course, over the years, from Sonata and K5, who are reluctant to leave, to Mondeo, Malibu's uneasiness, and even Teana's inability under the high light of accord, it must be clear that the new maiteng, which faces the mid-term reform after three years, is no longer as simple and clear as before. Maybe the brand image and inherent cognition will always lay a bright foundation for the present and future of maiteng. However, when the winter of 2019 comes to the final stage, we can always see how many old generals holding the ideal of rejuvenation fall down in the Middle Road, and how many new people who are still strong last year will finally return to the loess. Therefore, under such a torrent, it is extremely important for FAW Volkswagen and the all-out new maiteng to stick to the existing situation. At the same time, when Michael Teng has been supporting the advanced technology of the whole Volkswagen brand B class car, the Japanese rival, led by Honda accord, Toyoda Kamimizu and Asia Dragon, has gradually set up a new industry standard in the mixed B grade car market. In this context, even for the belated GTE, it is not easy to make the former feel a little afraid with the same technology. Moreover, the first mover advantage that has been established in this field, which has the same technical characteristics as GTE, is bound to pose a threat to GTE to a certain extent. In addition, in addition to several Japanese cars, the current B-class car market after several years of price war, the price retreat has been blocked, and there is little room for decline. Junwei, Malibu, Skoda express, and even Volkswagen Passat, the terminal price has dropped by more than 40000 yuan. There is no doubt that by sacrificing profits, it can effectively block the opponent's attack, but it is difficult to maintain the original market positioning price, and it will touch the sensitive nerve of the car enterprise to brand building. Such a situation is not only a normal level of the car market, but also a problem that should be dealt with by the new maiteng. Secondly, when entering 2019, automobile consumption will become more rational. In order to achieve the goal of leveraging unlimited demand with a limited budget, the boundaries of motion control and home comfort will become more blurred for the model with obvious original positioning. Is it to choose to assimilate with the times or to stick to the self? In this regard, as the core carrier of brand value, what kind of thinking should be made for the brand new maiteng out of the suffering of market downturn? In short, no matter what the way ahead, the new maiteng family will be the first work of FAW Volkswagen to realize digital transformation. Only when China's chaotic B-class car market is still struggling to find a way out in a separate regime, and has completed the transition from hardware to software and the upgrade from pure mechanical performance technology to intelligent interactive driving control technology, the new maiteng's shenche posture should be put aside.