FAW-Volkswagen SUV strategy has become a trend?

 FAW-Volkswagen's "three searches and two wins" have reshaped the competition landscape in China's SUV market.

After its listing, Tanyue, Tange, Tanying, and Lanjing have all won great recognition in their respective market segments. As of April 2022, Tanyue has accumulated sales of 532,600 vehicles, Tange has accumulated sales of 376,800 vehicles, Tanying has accumulated sales of 70,600 vehicles, and Lanjing has accumulated sales of 22,700 vehicles. The FAW-Volkswagen SUV family has achieved a sales volume of one million.

How do you view the million sales of FAW-Volkswagen SUV completed in 4 years?

FAW-Volkswagen's SUV family has sold more than one million units in less than 4 years. Usually, a model that can achieve such a sales scale is basically defined as a phenomenon product in the automotive world.

In 2022, SUV market sales will be unprecedented.

According to data from the Passenger Federation, the cumulative sales of SUVs from January to September 2022 was 7.9177 million, an increase of 14.8% year over year, far exceeding the 6.6203 million in the same period in 2019 before the epidemic.

The reason for the sharp increase in SUV sales is the double growth of SUV consumption power and consumption level.

 
From the perspective of market segments, the sales of low-end SUVs have "collapsed", while the demand for mid-range SUVs of 100,000-190,000 yuan and high-end SUVs of more than 200,000 yuan is extremely strong, which has promoted the great expansion of the market scale. And this is the product segmentation layout of FAW-Volkswagen's "three explorations and two hits".

With a sales volume of one million vehicles in 4 years, the premise for FAW-Volkswagen's various SUV models to become popular is the continuous development of the product, as well as continuous technical updates and iterative upgrades.

"Five Elements" element SUV family

In July 2018, FAW-Volkswagen launched its first SUV, Tangge. In the following four years, FAW-Volkswagen has successively launched a series of boutique SUVs, which are Tangying, Tangyue, Lanjing and Lanxun.

Some people call these five powerful SUV models of FAW-Volkswagen the "Five Elements" element family. T-ROC is the earth element, TAYRON is the gold element, Tacqua is the water element, Talagon is the wood element, and the recently launched Lanxun is the fire element.

Born with five materials, the people use them together.

As the final work of the FAW-Volkswagen SUV strategy, after the launch of the FAW-Volkswagen SUV strategy, it filled the last blank of the FAW-Volkswagen SUV strategy in the mainstream hot-selling market. From the entry-level small SUV Exploration, to the compact SUV Exploration, to the mid-to-high-end Exploration, Lanjing, and Lanxun, FAW-Volkswagen's SUV products have achieved full coverage of all levels, five-seat and seven-seat models, creating a very rich product matrix.

After FAW-Volkswagen has completed the extensive coverage of various market segments in the SUV market from scratch, from A-class to B + class, with five and seven seats, this innovative combination at the product level has met the needs of users. Diversified needs.

What is the division of labor among the "Three Detectives"?

These three models each have clear market goals, and they can also be intensively cultivated in their respective market segments.

The eldest brother Tanyue is a medium-sized SUV, the second brother Tange is a compact SUV, and the third brother is a member of the "Tanying" generation who is positioned as a small SUV. Each has its own positioning and corresponding precise crowd.

Tanyue is mainly for the family car needs of the post-80s and post-85s. This generation is the emerging middle class, and they need a full-featured SUV that can be used in all scenarios. Tanyue not only retains fuel economy, but also has strong power output. Equipped with the 4MOTION intelligent four-wheel drive system and the sixth-generation BorgWarner differential, it has a variety of driving modes to choose from, so that Tanyue can still be comfortable in the face of slippery roads, muddy roads, potholes and other road sections.

As a compact SUV, Tangge uses the genes of pure German SUV and integrates the coupe design style, which can fully satisfy young people's pursuit of driving pleasure. It is tailor-made for young people who are single or have a family of two.

The target group of Zhanying is young people who have just entered the workplace after 1995. They are a generation that has grown up with the wave of the new era, and they pursue their own individual expression. Zhanying creates a third space outside of work and life through personalized color matching. Space to satisfy their desire for fashion trends.

Due to different target users, the three "detectors" have their own differentiated product technical characteristics. As the pioneering work of FAW-Volkswagen's SUV, Tangge has better road safety and passing ability. With comprehensive safety configurations including ACC3.0 advanced adaptive cruise system, pre-collision safety system, CEB urban emergency braking system and seat belt pretensioning system, Tangge is full of competitive advantages of the same level. Although the body size is small, the space performance is good, as well as excellent handling and off-road performance, which also makes it stand out among entry-level small SUVs. Tanyue has a different response. Among the models of the same level, its power, handling and fuel economy are very prominent. In addition, Tanyue is also equipped with knee airbags, fatigue driving reminders, and an L2-level intelligent driving assistance system on the main model, and also adds comfort configurations such as steering wheel heating and front seat heating. In the environment of vehicle consumption upgrades, Tanyue has won in comprehensive strength.

Why is the wheelbase the same, and there are two models, Lanxun and Lanjing?

Lanjing is aimed at those consumers who need 6 or 7 seats and have requirements for the ride comfort of the third row of seats, but do not want to choose MPV models; and those who fancy the large space of Lanjing, but have no The consumer who needs the third row of seats, Lanxuan is the best choice. The addition of Lanxuan will fill the market gap of large five-seat SUVs.

Lanxuan breaks through the traditional styling design style. The lighting design of "Bright Fire" and the appearance design of Lingniu show the "hard core" appearance full of power. The double front face layout under the multi-level styling design makes this car look more like a running bull. Lanxuan is the perfect complementary and differentiated model of Lanjing. Its advent has enabled FAW-Volkswagen's SUV product line to achieve comprehensive coverage of small, compact, medium, medium and large five-seater and large seven-seater vehicles. Lanxun is the widest model in the medium and large five-seat SUV market. It has a golden ratio design of long axle and short suspension. The stability and motion attributes of the whole vehicle are very good. In addition, Lanxun is equipped with an EA888 2.0T high and low-power turbocharged engine, which can burst out a maximum of 350 Nm of torque and 162 kilowatts of power, and the zero-hundred acceleration is as low as 9.1 seconds, which is powerful enough.

The same "usable area", no matter what kind of interior layout you want to choose, FAW-Volkswagen has prepared the corresponding model for you.

As a flagship product, Lanjing adopts the latest SUV design language of the Volkswagen brand, expressing a strong and confident aura. On the spatial level, Lanjing provides 6-seat and 7-seat versions for all models, with more choices. The car length is 5152mm, the trunk is 357L, and the rear seats are fully sufficient for daily use. After the two rows of seats are put down, it reaches 2451L, and the storage capacity is superior. In appearance, the layered front face and the sharp IQ. Light headlights create an elegant and restrained visual effect without losing publicity. In the car, there are executive-level boss seats with diamond-shaped quilted leather punching process and ergonomic design. The 6-seat model has a 230mm central passage between the second row of seats, which is convenient for the third row of passengers to enter and exit freely. The second row of seats has functions such as electric adjustment, ventilation, and heating, and is also equipped with 3 modes and 3 intensities of pneumatic massage functions that can simulate real people, which is full of luxury. In addition, the 12-inch multimedia large screen and 10.25-inch full-LCD instrument on the floating center console are in the shape of a joint screen. They are also wrapped in a large area of soft leather, supplemented by silver trim panels and piano paint materials to decorate, making the luxury atmosphere in the car comparable to BBA. In terms of technological configuration, the environment is also equipped with practical configurations such as 360-degree panoramic images, reversing side warning, front pre-collision, lane change assistance, lane keeping, and automatic parking entry. There are also safety configurations for L2 +-level assisted driving such as full-speed adaptive cruise.

FAW-Volkswagen's SUV strategy has become

At present, electric vehicles have become the trend of the whole era. But it is undeniable that fuel vehicles are still the favorite of mainstream car users, and they are still the most important representatives of the industrial age.

In the context of the market changing from increment to stock, the increase and purchase market is prosperous, which makes the huge client base that FAW-Volkswagen has accumulated over the years full of advantages. Because of its stable production, quality, marketing, service and other system capabilities, FAW-Volkswagen has become the most "stable" brand in the stock market.

What did FAW-Volkswagen do right?

As a German brand, it still has a leading technical position in the automotive market. Continue to shape the brand perception of German cars, tap the bright points of products, and achieve self-transcendence in product quality. In addition, FAW-Volkswagen pays more attention to the user experience, can resonate with users in different scenarios, and creates the core competitiveness of FAW-Volkswagen.

In addition to achieving intensive product launch in the field of fuel vehicles, FAW-Volkswagen has also continued to evolve and innovate in electrification and intelligence. After the launch of the ID.4 CROZZ and ID.6 CROZZ, in addition to empowering FAW-Volkswagen for electrification, it has also successfully achieved a market performance that breaks through 50,000 vehicle sales.

After four years, FAW-Volkswagen's SUV strategy, whether it is the tension in the price range or the consumer demand of the client base, is reshaping the competition landscape of China's SUV market.