Events: Dual-brand into the watershed within the first helicopter, general manager of Shanghai Volkswagen
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September 17, a race track in Chengdu Jinjiang District, on-site staff for the Octavia RS is _set_ extremely harsh conditions of the test. Skoda car based on a long tradition, the Octavia RS is to convey the movement of genes implied in the body.
Shanghai Volkswagen Skoda brand marketing division Fu Qiang, executive director admitted, "RS's birth, the sales did not expect the introduction of this narrow niche car, Skoda's goal is to enrich the product that is more three-dimensional enrichment."
In the auto companies in the multi-brand strategy, Shanghai Volkswagen's Volkswagen and Skoda brand positioning as equivalent is considered to be different, but also widely questioned. With the September 8, the new term, general manager of Shanghai Volkswagen announced candidates, the public for the dual-brand strategy to further differentiate taking a wait.
Skoda cars have been prepared for ten years
"Shanghai GM's multi-brand model, with future models more and more, there will inevitably be different between brands of the same phenomenon," K-car network Wen-Kai Chen commented, "This is for the public, but will not encounter to the contrary, the continuation of the original brand, as more and more content on behalf of its own brand of products come out, but will form a passive differentiation. "
JD.POWER
Asia-Pacific auto market research director Zengzhi Ling believes that, "Shanghai Volkswagen in the industry run faster than fast, Shanghai Volkswagen Skoda is introducing the latest technology, the global public carrier to continue to further expand market share, further breakthroughs, but also because each a new product to achieve the ultimate; the Volkswagen brand's mission is to how technology is not advanced to the platform in the case, keep the old product, the vitality of the old platform of products, to improve the time, continue to maintain its leading position. "
Currently Skoda Octavia has been introduced, and Hao Rui Rui Jing three products, monthly sales of 16,000, which accounted for the Octavia a million, each crystal sharp, and Hao Rui 3000. Fu Qiang, admits:
"As the A0-class high-end market space is very limited, crystal sharp monthly 3000 sales have almost reach the peak; Hao Rui monthly sales will exceed 6000; Octavia through system reengineering, can be done on future sales of over a million." But on the whole to that these three products alone, Skoda continue to enhance the space is not large. Needless to say, the future of Skoda's growth, mainly on the introduction of new products.
Earlier this year, Skoda has organized a number of magazines in the media, to participate in global organizations Skoda Yeti model test, the reporter learned that the car will likely be following the current Skoda introduced three products after the fourth -new models.
"Si Keda brand not only in China, Volkswagen Group is no intention to develop in the direction of luxury in China, our global brand positioning 保持 with the greatest possible consistency, it is necessary to do." Fu Qiang said.
But the reporter learned that, once _set_ up the brand Skoda, Skoda still Xiaoxiao De ambition, "as long as market demand, future models are likely to introduce any." Skoda insiders have revealed that the China market development, Skoda has _set_ up headquarters in China, "We want to convey is that Skoda is full of ideas and cultural heritage of the brand, spend a year mainly talk about the brand, then the year will be based on the product, more transparent interpretation of the brand since then, as soon as possible the introduction of products, increase sales. "
It is understood that Skoda has developed years of product planning, which will include the SUV and MPV and other popular products. Once the nausea built Skoda brand, already accepted by consumers can be a high-end brand, the first strategy may be amended.
As of July of this year, total sales of Shanghai Volkswagen Skoda three years more than 30 million units, well above the industry average. Hao Rui which sales in the Chinese market has more than its global markets except for China, sales combined.
Watershed period of the key decisions
9
8, Shanghai Volkswagen's regular cadres conference, announced the general manager candidates, former executive director of sales and marketing and Shanghai SAIC-Volkswagen Sales Co., Ltd., general manager of Hai-Liang Zhang on September 9 officially promoted to director of Shanghai Volkswagen and general manager. Former Shanghai Volkswagen Volkswagen brand marketing, executive vice director and was promoted to sales director Jia Mingdi Shanghai Volkswagen Sales and Marketing Executive Manager and Shanghai SAIC-Volkswagen Sales Co., Ltd. General Manager.
70 Hai-Liang Zhang after Shanghai Volkswagen's history as the youngest director, general manager, even more noteworthy is that he is the first direct Shanghai Volkswagen promoted from within the "native" of executives. Previously, this position most of the SAIC system needs within the first training companies, or directly from within the system _select_ed by the SAIC.
Hai-Liang Zhang took office after the first meeting of the company's core leadership, clearly the future will focus on quality assurance, product development, distribution and service quality improvement and other aspects. For the Volkswagen brand, according to Hai-Liang Zhang had proposed strategy is to continue to "regain the initiative." Sunny's success, the two sides reached a consensus of shareholders - Shanghai Volkswagen's strategy to support future models at least half will come from both the localization of R & D joint venture, following the Sunny, the Sino-German joint research and development of high-class cars will NMS PASSAT Passat 2011 as the successor to the official launch.
Although Shanghai Volkswagen, a large system, but there are many weak markets such as South China market. |
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