Recently, the semi-annual sales report cards of major auto brands have been released one after another. In the first half of the year, SAIC-VW brand terminal delivered 587,660 vehicles, once again defending the sales champion of a single car brand. In the context of effective epidemic prevention and control and the recovery of the auto market, the performance of the Volkswagen brand in the terminal market has recovered strongly. In the second quarter, Volkswagen brand terminals delivered 358,180 vehicles, an increase of 56.1% from the first quarter.
The SUV family blossoms and leads the joint venture SUV market
In the first half of 2020, the Volkswagen brand SUV family delivered a total of 200,478 units. All models of the “Tu” generation have achieved outstanding performance, further consolidating the market position of “the first family of joint venture SUVs”.
In the first half of the year, the flagship SUV Tourang family delivered a total of 32,762 units, continuing to lead the large SUV market. In the past June, the Tuang family delivered 8,027 vehicles, a year-on-year increase of 16.0%. In the first half of the year, a total of 79,254 units of the mid-size SUV Tiguan L and Tiguan L plug-in hybrid were delivered, which were well received by consumers. In the mainstream SUV market, Tuyue bucked the trend and delivered 63,457 units in half a year, a year-on-year increase of 41.0%. Following the Tiguan brand, it has become another major sales force in the SUV family. The boutique SUV Tujia delivered 25,006 units in half a year, an increase of nearly 5 times year-on-year, making it the first SUV for many young consumers.
The proportion of sales of A+ grade and above models has increased, and the “V” is popular with consumers
In recent years, the Volkswagen brand has continued to optimize product structure, increase the proportion of sales of high-quality models above the A+ level, and promote the high-quality development of the brand. According to statistics, in the first half of this year, a total of 372,187 Volkswagen brand A+ models were delivered at retail, accounting for 63.3% of the brand’s total sales, an increase of 5.5 percentage points compared to last year.
Many star products in the A+ class and above models have achieved outstanding performance. A+ class sedans Gemini Lingdu and the new-generation Lavida (including hatchback) delivered 187,061 units in half a year, taking the mainstream sedan market by storm. In June, Lingdu and the new generation of Lavida (including hatchbacks) delivered a total of 36,388 vehicles, a year-on-year increase of 16.7%, showing a strong momentum. In June, the all-new Passat delivered 13,406 units, an increase of 18.9% year-on-year. In the first half of the year, a total of 62,854 units of the all-new Passat and Passat plug-in hybrid versions, the benchmark for B-segment sedans, were delivered.
SAIC Volkswagen’s first large-scale luxury business MPV Viloran, launched at the end of May this year, further demonstrates the Volkswagen brand’s determination to develop upwards. In June, Viloran had a total of 41,869 potential customers, an increase of 40% month-on-month; in the first month of listing, it received 2,821 orders, an increase of 85% month-on-month, and the big “V” was very popular among consumers.
In addition, Volkswagen brand new energy vehicles sold a total of 11,196 units in half a year, becoming the sales champion of mainstream joint venture brands of new energy vehicles.
Open up new auto retail territory, live broadcast e-commerce helps products sell well
Under the influence of the epidemic, live e-commerce has become a hot new retail method. Since the beginning of the year, the Volkswagen brand has been actively carrying out “live broadcast delivery” with its dealer partners, which has won wide attention and praise. During the 618 event, the Volkswagen brand had a total of 38 live broadcasts on the Taobao live broadcast platform, and the number of broadcasts ranked among the top 1 Tmall auto flagship stores, and more than 360 dealers nationwide broadcasted simultaneously. Not only that, the popular brand has also joined hands with the super popular e-commerce anchor Weiya and 4 KPL star players to bring goods to Tujia, gaining more than 10 million viewers and 6.81 million likes on the live broadcast. In the 618 Tmall car category hot list, SAIC Volkswagen Volkswagen brand ranked TOP1 in the sales contribution brand list. Through live broadcast e-commerce, the Volkswagen brand has not only opened up the new retail territory of automobiles, but also further enhanced its brand influence.
In the first half of 2020, the Volkswagen brand rode the wind and waves and continued to lead the passenger car market. In the second half of the year, a variety of new models of the Volkswagen brand are ready to launch, which is worth looking forward to.