TU-TESL

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Unconsciously, "department" websites have been quietly updated, including the Volkswagen brand, Volkswagen imported cars, SAIC Volkswagen, Volkswagen and other official websites have all adopted new design styles. The interface design with fashion brand style is difficult for people to connect it with the mass brands that leave business and stable style. Time goes back to October 31, when VW officially released a brand new flat logo in Guangzhou, exactly ten years after VW proposed the South strategy in 2009. However, the perceptual slogan of "meet the new public" seems to make the domestic consumers represented by users in South China "re understand" the public brand. On November 22, Guangzhou auto show, Volkswagen brand ushered in the first international auto show after the launch of a new logo in China. SAIC Volkswagen viloran, FAW Volkswagen exploration, Volkswagen imported Touareg PHEV, three heavy-duty products belonging to three systems arrived on schedule. At the same time, the domestic ID. series electric vehicles with new generation design language will also appear in the future. Three competitive products targeting different target groups, on the one hand, let people see the sensitivity of the public to capture each potential market segment, on the other hand, show the determination of all in China market and strengthening local operation to the outside world. For example, according to Dr. Zhang, member of the board of directors of passenger vehicle brand management of Volkswagen and CEO of passenger vehicle brand in China, Volkswagen brand will continue to push forward the product offensive, commit to all relevant market segments in China, and become the preferred brand for consumers. After the end of 2019 with five new models, VW will bring at least five new members of the family in 2020. " For any high-profile brand, changing the standard is a matter of action. Basically, most brands will only change the standard when they have a major change in a specific development stage. In the eyes of the outside world, VW's use of the new logo is just an attitude to show the outside world its brand transformation, embrace youth and face the era of electrification. Officially speaking, the new logo brings a new look, new character and new goal to the public brand, and interprets the brand's new look of vitality, brightness, color and clear goal. As one of the largest auto brands in sales volume, Volkswagen brand is one of the biggest brand remodeling events in the world. Compared with the previous brand logo, the new public logo, which is changed from three-dimensional to flat two-dimensional design style, has become more concise, more visual impact, and more in line with the current trend of simplicity. At the same time, the Volkswagen brand will also release the first voice logo, which will replace the previous brand slogan, which will make the Volkswagen brand bring a different sense of hearing in terms of vehicles and communication. As far as the vehicle itself is concerned, lighting will become a key role in the transmission of information. In the future, the brand logo of Volkswagen brand in vehicles, brand places and dealers will adopt lighting design. In the domestic market, the two new members of SAIC Volkswagen viloran and FAW Volkswagen exploratory film are the first products of their respective systems using brand-new flat logo. In the next few months, more than 13000 logos from more than 2100 Chinese dealers in China will be replaced. At present, Volkswagen brand dealers from Tianjin have completed the first logo replacement in the world. The three new cars released by the Volkswagen brand, i.e. SAIC Volkswagen viloran, FAW Volkswagen exploratory film and Volkswagen imported vehicle Touareg PHEV, represent the three directions of the incremental demand space of the Volkswagen brand, i.e. high-quality segment market, market and plug-in hybrid market. This also shows that Volkswagen brand is unshakable in the process of deeply cultivating the domestic automobile market and seeking higher quality and larger scale development. In recent years, it is an indisputable fact that the increment of car products has bottomed out. The market structure of this segment has been solidified, and the product coverage of Volkswagen in the car market has reached the acme, so the Volkswagen brand began to transfer its goal to a new segment field. Take viloran, the first large-scale commercial vehicle of SAIC Volkswagen, as an example. This is a "exclusive" product created by Volkswagen based on the strong demand of domestic high-end commercial vehicle venues. Viloran has a body length of more than 5.3 meters and a wheelbase of about 3.18 meters, which is significantly ahead of the current benchmark product GL8 in this market segment. After the launch of the new car, it will also become the largest product of Volkswagen brand size. At the same time, viloran will probably become a product to change the competition pattern of the market segments. FAW Volkswagen is the mirror version of European T-cross small SUV. The overall shape is fashionable and dynamic. At the same time, the new car also brings R-line. Based on the modular architecture of MQB A0, the design of "long axle and short suspension" makes it "squeeze out" the longest wheelbase of the same level with the length of 2651mm under the condition of only 4194mm body length, which has more advantages than Japanese competitors such as Benzhi and XR-V. On December 4, it will be officially listed in Hangzhou, and it will become the 9th SUV of Volkswagen in the Chinese market. In 2020, the Volkswagen brand will bring three new SUVs. Touareg PHEV, the plug-in hybrid version of Volkswagen's flagship SUV Touareg, also appeared on the day of Guangzhou auto show. The vehicle is equipped with a 2.0T plug-in hybrid system, the transmission system is matched with 8at, the peak torque of the system reaches 700n · m, and the acceleration of 0-100km / h can be completed within 6.3 seconds. The comprehensive endurance reaches 1000km. According to the plan, by the end of next year, Volkswagen will launch 10 plug-in hybrid models in the Chinese market represented by tourui PHEV. At the market level, since 2018, the sales volume of domestic automobile market has declined for the first time since there are statistical data, and it has continued to decline for more than 10 months year-on-year. However, in the long term, this is just the normal fluctuation of the passenger car market from the extensive development stage to the mature stage. In this context, with the strong new SUV product offensive, Volkswagen brand recorded 2492200 new car sales in January October, which is basically the same as the same period last year, and continues to be the single brand sales champion in the Chinese market. Meanwhile, Volkswagen has become the double champion in China's car and SUV Market segments. According to the official data of Volkswagen, for the first time in October, SUV accounted for more than 30% of the sales of Volkswagen brands in China. This data is undoubtedly of wind vane significance. After all, in the first quarter, the data was still at 20%, and more than 30% of the results mean that the sales of 8 SUV models represented by Tiguan L, Tianyue and tourui have reached the level of about 90000 units per month. According to Feng Sihan's goal, SUV will account for 20% - 40% of the sales of popular brands. As for the longer-term or more ideal goal, it is the state of 50:50 of sedan and SUV products. It is worth noting that this achievement is only one and a half years after VW brand announced its SUV strategy on March 23, 2018, while its SUV product line has not been fully launched, and SAIC Volkswagen and FAW Volkswagen still have vacancies in some market segments. This means that the SUV products of strong brands like Volkswagen are expected to reach the scale of 1 million in the next 1-2 years after the product route is fully laid. With the improvement of SUV product line represented by exploratory film and the arrival of products like viloran with high added value and considerable market prospect, the "oligarchy" position of mass brands in the Chinese market will be further consolidated. In addition, after the arrival of the follow-up car era, the competitive advantage of Volkswagen with ID. series electric vehicles is expected to further expand.