In mid-August 2016, Shanghai, Lujiazui, the mass media test drive new cars, new luxury cars Hui Ang officially unveiled.
And "hui" Generation name of the first car, like Phaeton, Volkswagen is Ang Hui top three luxury cars BMW, Mercedes, Audi (BBA) and the competition for Ashkenazi. Although the same as the "hui" Generation name, Hui Ang Phaeton and there are essentially different.
In 2002, only has the A and B-class car of the Volkswagen brand trying to cross the C-Class launch direct class D car Phaeton, which is a process both from the platform to the newly designed products, "public Godfather" as Piech high-level representatives, hoping to demonstrate their strength repairer, enhance the brand image and premium capacity.
But Piech luxury car dream did not do so, in March 2016, the Phaeton in less than a year after his departure, announced the shutdown.
14 years after the birth of Hui Ang, it is the introduction of SAIC Volkswagen Group Audi A6L with existing platform and then build from, is a C-class cars. Some people even ridicule, is the Audi A6L changed the "VW" car standard.
Top-level public gathering repairer Phaeton are no match for BBA, common platform with the Audi Hui Ang, will for the first public shameful it?
Phaeton mentioned, can not help but think of all sorts of scripts about it. Such as looks like the Volkswagen Passat station staff are urged to just add 92 oil, or stop by the administrator reminded, "You do not touch the next Passat BMW 320" and the like. Phaeton owners heard in the ears, "" pain "in his heart.
For Volkswagen, the Phaeton bring "pain", not just on the face, it is "Routeng."
On profits, resulting in high costs due to the low sales volume, the masses on the loss of nearly 200,000 yuan each sold a Phaeton; the brand power, as it looks too "public" profiling, passers-by often mistaken for Volkswagen Passat Phaeton in establish a brand image of the achievements also quite slim.
In good weather, the limited lose money earned crying, Volkswagen board member might be able to endure. However, this is different from the past, because of the "diesel door" just compensation to the owner of a US $ 15 billion of the public, so that fame and fortune are not dealt received, the faster the more sensible move halted.
As a result, Hui Ang from birth to market planning are completely different from the Hui Ang. The public began to understand the situation, not only honestly began to start from the C-Class, but also did not like the treatment of "hui" character generation, as the eldest son spent nearly € 200 million specifically for Hui Ang build a work of art like Transparent Factory.
In addition, Hui Ang also abandoned stable in Europe and America and other emerging markets, only sold in China market. Moreover, Volkswagen Group (China) PR unit in terms of "National Financial Weekly" reporter said that at present and Hui Ang did not export to other countries sales plan.
That is, the Volkswagen brand in the world's first C-Class, specifically for China.
For a contribution to the global mass market profits over ninety percent of Chinese consumers affordable so generous public. However, throughout history, all foreign brands in China especially for the previous car, only extended to increase the practice of the original car, a high-end car brand in the field of the first models on special for China, it is rare.
Hui Ang, your No
As a C-class car, Shanghai Volkswagen positioning Hui Ang very clear, positive mark on the BMW 525i, Mercedes-Benz and Audi A6L E400L three BBA models.
Hui Ang current sale price of 359 000 -67 million, does not rule out the formal listing of reduced pricing on the current price of view, the Shanghai Volkswagen's ambitions seem more than benchmarking BBA, more than the heart.
After several rounds of price cuts official price and the dealer terminal, the underlying three-hui Ang BBA luxury cars, the entry price falls have been less than 30 million, Hui Ang entry price has nearly 36 million yuan, there is no wonder that users are given " Hui Ang, gray often expensive "evaluation.
300000-600000 yuan range luxury car market, in addition to the above three German cars, in fact, there are many options, such as the Lexus ES and IS, Cadillac XTS, crown, LaCrosse, Taurus such non-German brand, BMW and Mercedes-Benz Some other models also include them.
Audi A6L born Ang Hui platform developed by Shanghai Volkswagen, its strength since it may not be behind the same door cousin, but those have become overlord of the German luxury car head-positive, the odds are the odds?
You know, in the automotive market, has never lacked a good product for the car so that the identity and status of the representative of a large object, in the choice of many consumers tend to not open around the symbolic meaning of the brand. No corresponding end brands escorting, even the best products will be consigned to limbo, as before the Phaeton.
Such reasons Hui Ang sale price of four: First, a clear position, telling consumers to the value of geometry; the second is to leave room, once there price freeze which way to go; the third is up and down freely accessible on BBA camp, can invade the next day, the US luxury car camp; fourth is to confuse cause competitors to avoid premature responses.
To be sure, compared to the brightness of the subject indeed Angming three competitive models, the current sale price is undoubtedly high, as to how the subsequent development, the ability to look at Shanghai Volkswagen in the marketing terminal.
After all, Hui Ang Phaeton is no longer as "royal blood", DSG gearbox Sagitar broken shaft stall and have long been in the public image of China's pull down the "altar."
Ang Hui in the underlying three BBA models, the Audi A6L special identity, and belong to the same Ang Hui Volkswagen (Group) brand's brother, and both from the same platform, the door would not want to fall into the same fight?
From the product point of view, this is the same root, the two vehicles in the configuration gap is not large, but Hui Ang flagship model is more than 400,000 yuan several overall higher than the Audi A6L, therefore, it seems, and Audi seems do not worry about competition from the front group cousin.
However, 30 years of the establishment of the Shanghai Volkswagen has accumulated more than 10 million owners in the A-Class and B-Class cars in the field, even 1/100 converted to the Volkswagen brand C-class car users, nearly a million of sales are enough to pose a threat to Audi.
In addition, the Chinese market has been "de C-Class was the world," the situation has gradually been changing popular SUV market. The first seven months of 2016, BMW 5 Series, the Audi A6L Mercedes-Benz E-Class and although China still ranked the top three C-level luxury car market, but showed a year on year decline in the state.
Under such circumstances, the public launch of Hui Ang, can be said to be pros and cons of each half.
Interest in maximizing the use of existing Audi A6L platform, a model more than fill the existing competitive models that get out of the market decline, after all, whether or SAIC Volkswagen FAW-Volkswagen, are public; under disadvantages in the overall context of declining market segments , Hui Ang therefore inevitably have untimely birth defects.
Although SAIC-Volkswagen Sales Co., Ltd. Deputy General Manager Shen Hong Guang has told the media that does not give the dealer pressure, it will not develop specific sales targets, initially just want to enhance their brand image by Ang Hui and BBA benchmarking.
However, under the dual pressure to introduce a new luxury car production line material investment and the world's first mass-Class C symbol of the spirit of SAIC Volkswagen must not and can not be complacent Hui Ang symbolic role.
Whether Hui Ang, once or Phaeton, once the lack of sales, no matter how good the car is the only decoration.
As for the public-hui Ang whether we can harvest the material, spiritual double the return? Borrowing the words of one of the industry, compared to spend 600,000 yuan Mercedes who spend 60 yuan to buy Volkswagen makes people curious.
