Volkswagen said that he has changed, which is more fresh than the past, but this is not enough to rely on the launch of 2 electric vehicles. Chinese consumers, European consumer memories About the public’s impression is too deep, everything needs time accumulation to finally complete the impression change.
Introduction, in 2015, the Volkswagen in the Chinese market is still advanced and reliable. In 2009, when I first entered the automotive media industry, the public was synonymous with advanced technology.
In the compact sedan market, Balai’s 1.8T is surprised by heaven, the sixth generation golf is in short supply, 2010 domestic Volkswagen Tiguan increased sales 4 years. In contrast, the Toyota, Honda, Nissan, from the model, the quality of the model, the best, the United States brand, Ford is unclear in China and Mazda, universal in coordinating Buick How do the trucks put into Chevrolet, as in modern aura, cost-effective priority.
Of course, behind the story you also know that standing back in 2021, the popularity in recent years is basically nothing to do with the advanced.
Released a new strategy, but the concern is not much
On March 5, 2021, the Volkswagen released its own new strategy: accelerate (acceleration), to digitize , New business model, automatic driving three aspects can be accelerated.
However, the new strategy of the first car company in the world has actually not triggered too many public opinion resonances in the Chinese network. It may be because such strategic directions have each home, it may be that Tesla is too attractive, or everyone is not so interested in the public.
How to interpret the new acceleration strategy, only to see its core information points, it is enough:
1. The corporate level is control cost and increase investment. By 2025, the electric vehicle, hybrid, digital technology is completed.Investing about 16 billion euros, this number is more amazing, but it is expected to further increase. After all, the public said that when sharing the MQB platform to other companies in 2012, the total investment has accumulated about 50 billion pounds.
Electric vehicle technology, the current public already has a MEB platform, a PPE platform, a hybrid part, an automatic driving part, a digital technology part, requires further investment.
However, the funds are not considered for groups of the mass of the mass sales volume. From the perspective of acceleration strategy, the operating profit margin of Volkswagen is 2023, and it is necessary to maintain 6 percentages for a long time. In 2023, the fixed cost will be reduced by 5%, and the production efficiency of factory increases by 5% per year. The material cost is reduced by 7 Percentage and ensure long-term profit in all areas.
2. The model level is electric vehicle and automatic driving technology. The next step target is to defeat Tesla and continue the sales champion position in the fuel truck era.
The new sales target is very radical. In 2030, the public in the European market is from the pure electric vehicle model, the public in China / US market, reaching the public year 50 The percentage is above. As for the implementation means, it is also achieved by a new round of technology, a new round of models, at least a new model + Chinese market exclusive model + cheap positioning is lower than the id.3 model. At the same time, the next generation of high-performance pure electric platforms are further developed. In 2026, the Volkswagen’s flagship model Trinity will be launched.
Combining Today’s technological advancement and progress of policy regulations, Trinity is likely to bring amazing data, such as battery life, For example, the charging speed of the refueling is even faster, such as the L4-level automatic driving technology, etc. This is just based on the existing expectations, and even in 2026 may have AR and other systems.
3. The business model level, the public is quietly judged to the industry a few years ago.To transfer to software. The software part is divided into automatic driving, intelligent network, and the future profitable way.
The automatic driving level, like all of the world’s car companies, the public should begin further equipment. It is planned to drive automatic driving in 2030, and the TRINITY launched in 2026 supports L2 +-level automatic driving, then realizes the L4-level automatic driving. Such a goal is actually comparable to the industry, because there is already a business to set such a target to 2025.
Combining everything above, coupled with the public new business model – business model 2.0, you can see how the public profit model Variety. With automatic driving, more new energy vehicles, richer intelligent network systems, plus Ttersla and other enterprises, the smartphone and the IOT field have successfully promoted initial promotion at the subscription pay level.
The next mass business model 2.0 will combine the service provided by the vehicle to package the package, launch the charging, energy service, and packed automatic driving and other software functions.
The money is to earn, from 1.0 to 2.0 
as a global car giant, the thinking of Volkswagen, for other car companies.
The Volkswagen in the 1.0 era, in recent years, its company’s development and technical launch are backward. Counting the new models and new technologies launched around the world in recent years, comparing the new technologies in the world. Taking the Chinese market as an example, the popular products in recent years are no longer the advanced power technology, prospective manufacturing technology or advanced intelligent network, smart driving technology, 1.4T + 7 speed double clutch has been applied for many years, a new round Intelligent Net Technology Distance from China from China from the reaction speedThere is a gap between cards, while voice control is less, especially if the specific configuration of the vehicle is less controlled. The intelligent driving technology is also the same. At present, the Great Wall Auto, Geely Automobile, Chang’an Auto, BYD Automobile, etc. China’s head independent brand, some car companies have achieved a 90% of the L2-level automatic driving rate.
This directly reacted on its sales and sales performance, the above-mentioned steam mass is an example, the main sales model – LaVida, Tiguan L, Passat, Santana, Tu Yue, etc., terminal preferential increases over 20,000 yuan for many years, and in 2019 – 2020, the digital multi-vehicle terminal discounts were doubled.
At the same time, in the European market, the emergence of Tesla once accounted for more than 50% of the European pure electric vehicle, and the public can’t have good results in this field.
In recent years, with the technical advancement of the entire automotive industry, the impression symbol of the Volkswagen has actually manufactured from a few years ago. Advanced (laser welding, MQB modular platform, TSI + DSG, etc.), step by step to manufacturing advantages (high-versatility of the spare parts brought by MQB). It is obvious that the current public can still guarantee its performance figures in the manufacturing advantage, and the MQB platform advantage has brought it enough profitability, but when Honda, Toyota, Nissan and other old opponents, Tesla, Siki, Xiaopeng and other new forces have brought technical advantages to the long-term continuity of the manufacturing advantage.
Write in the last:
What future Volkswagen can bring from a new acceleration strategy, it is actually able to see the outline.
Positive is that Volkswagen will provide more new energy models, especially pure electric vehicles. In this, our big probability can enjoy further purchase prices decline, because of the public business model 2.0 Give more flexibility in the front-end sales. Buy a car and purchase services and subsequent maintenance, insurance, etc., together with new sales models.
This will also have a new impact on the existing automotive industry. Various needsChoose whether to keep up with the rhythm, how to subscribe, how to match, etc.
The generals of the air are in that the current automatic driving goals are quite conservative. As now, more and more car companies will apply laser radar, pilot system, and China’s market algorithm is far more than the world. Volkswagen in the field of driving a new technology is doubtful.