Do people who buy Skoda do it because they understand the public? Do they really not care about the brand?

“Everyone who understands the public has bought Skoda.” This sentence originally came from the slogan of Skoda 4S store. Later, through word of mouth, it became the creed in the hearts of Skoda car owners. It is undeniable that Skoda, as a brand of Volkswagen, is indeed in the same vein as Volkswagen in the use of core technologies. Volkswagen has the MQB platform, EA888 engine, and DSG gearbox, and Skoda also has them. Even the chassis texture and control feel, Skoda is very similar to Volkswagen. . So do people who buy Skoda really do it because they understand the public? Do they really not care about the brand?

Anyone who knows the Skoda brand should know that Skoda's positioning is lower than Volkswagen. Skoda is to Volkswagen, just like Volkswagen is to Audi. Their brand positioning and brand height are different. In the domestic market, Volkswagen is a first-tier joint venture brand on par with Toyota and Honda, and has always had a relatively strong sense of luxury, while Skoda can only be considered at the bottom of the pack among joint venture brands. As a low-end brand under Volkswagen, although Skoda is produced on the same platform as Volkswagen, it is still inferior to Volkswagen in terms of workmanship and configuration materials, so the price is cheaper than Volkswagen. Many people choose Skoda mainly because Skoda is cheap.

There are several Skoda car owners around me. When others ask about their cars, they often directly say that it is Volkswagen, or a brand of Volkswagen. Regarding the Skoda brand, it is very... Mention less. On the one hand, Skoda’s popularity in China is indeed too low. It would be difficult to explain it to others, so I won’t mention Skoda at all. On the other hand, many Skoda owners are not confident about the brand. If they say they drive a Volkswagen, it will be more respectable. In their hearts, they actually recognize the Volkswagen brand more.

Obviously, Skoda car owners do not care about the brand. In the perception of Skoda car owners, Skoda is first of all a serious joint venture brand, and then it is also a brand of Volkswagen. These are all Skoda’s Brand brilliance. It is actually a naked irony to say that Skoda car owners don't care about the brand. Skoda car owners may not care about Volkswagen, but don't they have a dream of driving a luxury car? There are brand values ??in everyone's heart. People who buy Skoda are just willing to temporarily give up the pursuit of the brand for cost performance and practicality.

In the more than ten years since Skoda entered the country, it has been living in the shadow of the public. It not only wants to show the difference between itself and the public, but also tries its best to show its inextricable relationship with the public. , has never established an independent brand image, which makes Skoda car owners not have a strong sense of brand belonging. In recent years, Skoda's sales in China have continued to decline. Although this year it has taken measures to downgrade the entire series, it still has little effect. If Skoda wants to develop in the long term, it should at least have its own brand image, rather than being a "low-end mass market". "Self-pretending.

Finally, to summarize, "Everyone who knows Volkswagen buys Skoda" is just a marketing slogan. You don't need to take it too seriously. Skoda is Skoda, and Volkswagen is Volkswagen. Skoda and Volkswagen are essentially two brands. . Although Skoda has certain similarities with Volkswagen in terms of technology use and is more cost-effective than Volkswagen, choosing Skoda has nothing to do with understanding Volkswagen. We should regard Skoda as an ordinary joint venture brand, not Volkswagen. vassal.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.