The new year is approaching, and it is time for annual review. In the increasingly mainstream consumption environment of the new generation, who is driving the process of brand rejuvenation? Taking SAIC Volkswagen as an example, new products have been launched in the past two years. Among them, the new Lingdu, T-Cross, and the new generation of Polo Plus are masterpieces focusing on youth.
Body type defeats boring and high appearance is the common attraction
Today, with diversified choices, the pursuit of individuality permeates every aspect. In terms of body type, the trendy coupe-style new Lingdu, the German boutique SUV Tujia, and the new generation of urban hatchback Polo Plus are all different from traditional sedans and are “new cars” that break the fatigue aesthetic. Lingdu brand models have always been at the forefront of SAIC Volkswagen’s rejuvenation. The aspect ratio of 1.28 presents a standard coupe body. Since its launch in 2015, it has led the trend of charm. It has been on the market for five years and has the youngest Volkswagen brand users. .
Good looks are an important compass for rejuvenation, especially for “fresh people” in the market. The Tukai and the new generation of Polo Plus, which debuted in 2019, make people fall in love at first glance with their cool style and sharp design respectively. Adhering to the latest design language of the Volkswagen brand, the style of the vehicle is more dynamic and emotional. Especially worth mentioning is the Color-matching interior and exterior design of the same color, the colorful central control panel and seat decoration color theme is distinct, and echoes with the body color. This design has successfully changed people’s inherent perception of the cockpit of Volkswagen brand models. It has been recognized by the authority of the International Automobile Brand Award and has also received high praise from consumers.
Proficient in comfort and entertainment, “first app” meets early adopters
The new generation of consumers is full of interest in new things, and they are unwilling to lag behind trendy items. As an elite force of SAIC Volkswagen attacking the personalized market, the three models use multiple “first applications” to attract fashion eyes. For example, the all-new Lingdu, which was remodeled in the middle of 2018, is the first product of SAIC Volkswagen to adopt LED streamer turning taillights and dot matrix ambient lights, which add points to the interior and exterior styling of the car. In addition, the color-matching design of the same color inside and outside, as well as the three-dimensional LED taillights of Tukai, are also the first attempts of SAIC Volkswagen models.
The “first application” is not just an icing on the cake in design, but also needs to pay attention to the real car needs of users. JDPower’s 2019 China Automobile Charm Index Research pointed out that the post-80s/90s pay more attention to the comfort of the driving seat, and the post-85s have higher requirements for the sound quality of speakers. The Tukai and the new generation of Polo Plus all adopt the first integrated seat of the Volkswagen brand, which is both sporty and safe and comfortable; the top configuration introduces the Beats trendy brand audio, which is rare in its class, to bring high-quality music enjoyment. As SAIC Volkswagen’s first car product equipped with a 10.2-inch LCD instrument + 9.2-inch central control navigation, the new Lingdu also breaks through the new boundary of in-vehicle interconnection with dual-screen linkage.
Efforts to brand social marketing and respond to young people
In terms of marketing models, SAIC Volkswagen’s “Three Trendy Musketeers” are innovative and promote brand rejuvenation. Polo, which has been in China for nearly 18 years, made another self-breakthrough in 2019, and demonstrated the style of a new era boutique hatchback through a series of marketing measures. The implantation of the prototype car of the movie “Flying Life” reshape the popularity. Brand ambassador Shen Teng and director Han Han are the new generation of Polo Plus launch platform, and use platforms such as Douyin and Sina Fashion to spread short videos of celebrities…Fun, vitality, innovation, passion , The never-say-die brand spirit continues to be inherited.
Last year, another boutique model also won popularity and “out of the circle” in cross-border marketing. T-Cross sponsored the King of Glory KPL annual event, accompanied e-sports players on the journey of glory, and witnessed the coronation of the new king. T-Cross ended 2019 with a cumulative sales of more than 63,000 vehicles, which is highly recognized by young consumers. Also bringing enthusiasm to the new generation is the brand new Lingdu. Since 2016, Lingdu models have participated in CTCC and CCPC competitions successively, and have won many honors. In 2019, 10 CTCC championship trophies and CCPC “Car of the Year in China” were included in the bag, which is the highlight moment of the new Lingdu.
Contemporary young people not only love good-looking skins, but also care about interesting souls. The new Lingdu, T-Cross, and the new generation of Polo Plus have both, and are irreplaceable trendy cars in their respective market segments. At the same time, their popularity also confirms SAIC Volkswagen’s appeal to the new generation, as well as its 35-year-old vitality in the deep cultivation of the market.
