FAW-VW brings three major brands to renew

In 2020, all industries are facing severe tests. Under the premise of facing many challenges, FAW-Volkswagen's outstanding performance in both production and sales exceeded 2 million vehicles, marking a successful end to the year. Last year, the annual output of completed vehicles exceeded 2.07 million, and the annual cumulative terminal sales exceeded 2.16 million, a year-on-year increase of 1.5%, and it won the throne of sales champion in China's passenger car market.

The three major brands under the FAW-Volkswagen Group are working together. The Volkswagen brand's terminal sales exceeded 1.28 million, the Audi brand's terminal sales exceeded 726,000, and the Jetta brand's terminal sales exceeded 155,000. This makes FAW-Volkswagen the only passenger car company whose production and sales will exceed 2 million in 2020.

On January 22, 2021, the FAW-Volkswagen corporate brand and the three major product brands of Volkswagen, Audi and Jetta will hold the 2021 FAW-Volkswagen media communication meeting online. Li Zhihong, Secretary of the Board of Directors and Director of the General Manager Office of FAW-Volkswagen, said: "2020 The year is the year of “creation and change” for FAW-Volkswagen, focusing on strategic innovation, business innovation and system innovation, improving the operating efficiency of the entire system, transforming and upgrading the enterprise, and continuously accumulating potential energy for high-quality development."

At the same time, FAW-Volkswagen actively promotes management digitization and product digitization, creating a new model for enterprise transformation and upgrading. In terms of electrification transformation, FAW-Volkswagen's South China base MEB smart factory has been successfully put into production, and the C-level luxury based on MLB evo platform The pure electric SUV-Audi e-tron has rolled off the production line in Changchun. The dual-brand electrification strategy of Volkswagen and Audi has been implemented, realizing the further upgrade of FAW-Volkswagen's electrification product strategy.

In 2020, the FAW-Volkswagen Volkswagen brand achieved excellent market performance through in-depth insights in three dimensions: channel construction, innovative marketing, and direct customer access.

First of all, in terms of channels, FAW-VW's Volkswagen brand continues to tap potential in key markets. Through the strategy of one city, one policy, a marketing strategy with multiple combinations of products, channels and policies has been formed to increase market share. Secondly, innovative marketing, selling goods via webcast, etc. trigger users to increase brand awareness and sales performance. Finally, on the customer side, we use diversified communication methods such as short videos to trigger users, while also satisfying the personalized experience and traffic conversion from potential customers to customers, and conduct in-depth exploration.

In addition, in terms of product layout, FAW-Volkswagen Volkswagen brand has launched B-SMV products and filled the gap in the brand's medium and large SUV market. In terms of new energy, new products will continue to be launched. The ID.4 CROZZ and ID.6 models will open a new era of marching into the NEV market.

Facing the severe market situation in 2020, the FAW-Volkswagen Audi brand not only achieved a year-on-year sales growth of 5.4%, but also became the first domestic luxury car brand to successfully exceed 6.6 million cumulative sales in China.

During the epidemic, FAW-Volkswagen Audi took the lead in launching a full-scale resumption of work, responding to the impact of the epidemic and market challenges through measures such as stabilizing channels, production, and services, and also assisting dealer partners in rapid online marketing activities. It also establishes emotional links with users through diversified and innovative ways around products and marketing.

In 2021, FAW-Volkswagen Audi will continue to develop the luxury brand market through the "Advance Together" business strategy. Specifically, FAW-Volkswagen Audi will aggregate manufacturers, brands, products, users and other perspectives, and at the same time work with the entire system of dealers to further allow potential users to perceive the connotation of the Audi brand. In addition, FAW-Volkswagen Audi will bring up to 33 blockbuster new products, allowing consumers to experience the diversified and personalized product experience of the Audi brand.

Since the launch of its first model in September 2019, the Jetta brand has sold a total of 210,000 vehicles, making it the fastest German brand with a cumulative sales of 200,000 vehicles in the domestic market.

In 2021, the Jetta brand will accelerate the pace of product layout and realize the production of new cars every year. Jetta VS5 and VS7 will launch the "30th Anniversary Edition" and the "Olympic Champion Edition", with significant upgrades in appearance, interior, and technological configuration. In the future, the Jetta brand will continue to introduce new models to fight in new markets.

In 2021, the Jetta brand will make efforts in four aspects: brand, system, sales volume and channels. First of all, in terms of brand leap, the Jetta brand will rely on cost-effective products and a warm marketing method to enhance its brand image. The second is system innovation, which will focus on user experience, dealers and overall business efficiency. In addition, the Jetta brand will also comprehensively promote system innovation and brand enhancement.

Summary: 2021 is the 30th anniversary of FAW-Volkswagen. Facing new development opportunities, FAW-Volkswagen will intensively cultivate the domestic market, not only to maintain the existing fruits, but also to continue to innovate on this basis. Let the 30th anniversary become the new starting point of FAW-Volkswagen Group, and at the same time continue to run forward with its brands in a new round of reforms, so that the group will continue to move towards a new stage of high-quality development.