Three days，Three release scenarios，Behind the FAW-Volkswagen brand layout market。

April 14, 2019，Two days before the Shanghai Auto Show，On the night of the Volkswagen brand SUV，FAW-Volkswagen with the flagship SUV B SMV and a high -performance coupe Coupe SUV debut.

If FAW-Volkswagen will also launch a small SUV based on the European version of the prototype this year，Coupled with the previously released songs and exploration Yue，So far，​​FAW-Volkswagen completed from small to compact，Comprehensive layout from medium -sized to medium -large SUV family camps。

These five SUVs have their mission. B, which will be listed within two years SMV and Coupe SUV is an important strategic support for FAW-Volkswagen brand，Where，Coupe SUV can meet the demand for the avant -garde style of the new middle class，Tan Ge is a pure moral SUV for young people，Tan Yue focuses on the new middle class of the city。Small SUVs based on the European version of the prototype car are aimed at the urban young trendy family。

One day later，One day before the Shanghai Auto Show，On the night of Volkswagen Group，FAW-Volkswagen with its compact SUV jetta vs5 appearance。As a sub -brand under the Volkswagen brand，FAW-Volkswagen Third Brand，Jetta brand currently plans to have 3 cars: one car and two SUV，Among them, jetta VS5 will be launched in the third quarter of this year.

Upgrade a product line to a mother brand，FAW-Vice General Manager of Volkswagen Business、FAW-General Manager of FAW-Volkswagen Sales Company Dong Xiuhui will like this process of "Hua Yu into a butterfly"。

The reason is three。One is，Jetta is a very successful model，Direct and indirect customers are about 10 million，Accumulated a lot of word of mouth。Two is，Jetta brand borrows popular brand assets，but relatively independent。Three is，Jetta will be based on the requirements of a specific market segment。

Another day，Shanghai Auto Show News Day，FAW-Volkswagen Brand, in addition to bringing a new generation of Sagitar Long-Wheelbase，Concentrated appearance of the full series of SUV models，and the first personality of the personality song R-Line，What is worth paying more attention is the opening work of its new energy strategy -the appearance of golf seabet apppure electric and Pokémon。

New Energy is the key strategic layout of FAW-Volkswagen brand in 2019。As FAW-Volkswagen Practicing the "2025 Strategy" vanguard，Golf · Pure Electric and Pokémon · pure electric models are equipped with Volkswagen Group APP290 motor and reducer，and the independent developed electronic control system。Two models will be launched in the future -plug -in hybrid power Magotan GTE and Tanyue GTE。

On the one side is the SUV series，On the one side is the new brand Jetta，On the one side is new energy，Although the market situation in 2019 is still severe，But FAW-Volkswagen obviously has enough food and grass。

Related data display，3 months before 2019，The cumulative sales volume of the national passenger car market 5.17 million vehicles，decreased 9.8%year -on -year。Analysts are polarized on the market for the whole year，Pessimist believes that about 5%of negative growth will occur，Optimatterer believes that it will maintain 5%growth，and most people set the tone to zero growth。

In this big background，FAW-Volkswagen sold 475,000 vehicles in the first quarter，The top of the passenger car market list。Where，FAW-Volkswagen brand cumulative sales of 316,000 vehicles，Overall still win the market，and the market share increased to 6.1%。Take March as an example，FAW-Volkswagen brand sales of 105,000 vehicles，Market share increased by 0.2 percentage points year -on -year，Promote to 5.8%，Magotan、Sagitar、Golf continues to occupy the leading position in their respective markets。

How to view these numbers? "Compared to the overall market situation，We perform better，The share has improved significantly，Basically in line with expectations。Last year FAW-Volkswagen brand market share was 5.8%，6.1% in the first quarter of this year，increased 0.3 percentage points，Very difficult。"During the Shanghai Auto Show，Dong Xiuhui analyzed the way in an interview with Ning Studio。

Dong Xiuhui does not agree with the assertion of an inflection point in the automotive market。He thinks，The future automotive market will be significantly recovered，In the middle and long term, it will still stabilize，It is expected to develop at low speed at low speed，The reason is "China's economy is basically facing Seabetgood，Still maintaining moderate growth "。

2019，FAW-Volkswagen brand carefully lock the sales target to 1.445 million units，Market share is expected to increase to 6.3%。To achieve this goal，FAW-Volkswagen Brands How to maintain a traditional advantage of life，How to achieve multi -product balance and coordinated development? Dong Xiuhui's answer is "Gu Ben and Peiyuan"。

The so -called solid book，Just to consolidate the foundation of standing。FAW-Volkswagen Brand in Traditional A-Class Vext、A -Class hatchback and B -Class sedan field have always been a strong point，Also the foundation。

Specifically，In the A -Class sedan market，Do a good job of the price of each model for the same collaboration，Pioneering county -level and large user markets; in the A -class hatchback market，Promoting brand enhancement，Increase the circle and fan marketing; in the B -Class sedan market，Follow the dynamic of competing products，Active response，Precise policy，Promoting Bulber Marketing。

The so -called Peiyuan，It is the yuan in the cultivation of new fields。In this regard，FAW-Volkswagen Brands will focus on the sales of SUV and new energy models。

For SUV market，Through the SUV family marketing、Diversified in -depth test drive and cross -border marketing，Strengthen product sales training，Improve terminal sales ability，Strengthening its SUV status。

The marketing strategy taken for new energy is，Combined with online and offline communication，Pioneering sales channel，Introduction of charging Wuyou、Online lease、Road Rescue、Free maintenance and other sales solutions，Quickly seize the new energy market

Facing the pressure of the driving market，Dong Xiuhui, who is more than 20 years in the field of deeply farming marketing, is still full of passion and confidence。He thinks，Do marketing，First of all, learn to be in awe of the market，Make the trend。"After steady operation，Maximum control system business risk，Keep the share steady in the market，Pursue a reasonable share growth target "。

So，He is more concerned about the inventory of the dealer、Financial risk and cash flow。Dropding is one of them，Gangning Studio learned，Last year, FAW-Volkswagen brand dealer inventory seabet appwas 1.5，It has dropped to 1.3，The final goal will be reduced to 1.2。

"When the market is good，Pursue sales growth，share growth; when the market is not good，We want to grab sales，The share cannot be reduced，Even if you must do your best to maintain a slight increase，Keep the dealer a good attitude，Keep the entire marketing system stable。"He said。

As a joint venture that has gone through 28 years of wind and rain，FAW-Volkswagen has formed a solid product force、Brand power and system force，These capabilities will help them go up in the car market。

But more importantly,，As Dong Xiuhui emphasized，"FAW-Volkswagen has a passion，With the spirit of challenge，Marketing team with target -oriented -oriented market，This is the confidence where we keep the sales sustainable growth "。