Why didn't anyone buy Volkswagen Ling Du?

FAW-Volkswagen moves quickly when there is a halo in the A-level sales market, and Shanghai Volkswagen is not far behind. 20 15, 15 10, released in Ling Du, referring to the core concepts of sagitar and CC, Ling Du combined their advantages well and achieved success in marketing means. Before Ling Du's official listing, some people said: Ling Du's monthly sales will not be successful. However, after Ling Du went public, its average sales volume was only 6,000 vehicles. Some people even asked Volkswagen why Ling Du stopped working.

Ling Du didn't stop work, but no one bought it. Then why didn't anyone buy it in Volkswagen Ling Du?

Reason 1: The unpopular position is accurate.

Let's take a look at Ling Du's slogan "luxury wide-body coupe", and the key word is "coupe". First of all, objectively speaking, Ling Du will accept what he calls himself, and his cool appearance is very good. Then why can't it be sold The first reason, accurate positioning is the campus market after all.

The market segment of the coupe is still unpopular, and it has not really reached a perfect day. After 80' s and 90' s, people's aesthetics or requirements for cars are not as personalized as expected. This is also a difficult point for the public. Ling Du often dares to sit in a coupe. To some extent, it is to solve the "doll" line in the design scheme of Volkswagen models, and the other is the confidence of Shanghai Volkswagen's "golden rice bowl".

Reason 2: The market price is too high.

One of the reasons mentioned above is that the market price is too high. This is one of the key reasons why I didn't like this car at first. _ If you go back to a year ago, you will find that the market price of Volkswagen has always been higher than other well-known brands at the same level, such as its own Skoda. I think the logo "Volkswagen DASAUTO" has played a great role. But it's still so fun now. Do customers still buy it?

Now the problem is coming. According to the price of Ling Du, if you are optimistic about famous brands and want high-end atmosphere, you can choose Audi A3, a luxury car brand. If you are optimistic about the equipment, you can buy top cars such as sagitar; If you are optimistic about the indoor space, you can buy a large number of joint-venture B-class cars, such as your own Magotan or Toyota Camry. Compared with these cars, Ling Du's competitive advantage is obviously lower.

Reason three: cost performance.

Generally speaking, the driving force of Ling Du 1.4T is enough for big cities. However, 1.4T is a dual clutch with lower cost. Compared with the wet dual clutch of 1.8T, the application reliability in the middle and later period is obviously worse.

The price of Volkswagen Ling Du is slightly higher, and the equipment is poor. As a car of15-230,000, the equipment is similar to that of10,000. The whole series has navigation bars, and the plastic inside the car is biased. The following luxury cars only have halogen lamps. What cruise control, automatic sunroof, reversing rear view, car leather seats are also dreams, and I dare not even think about it. After all, the low-profile model doesn't even have a central control panel, so it's a slow and steady beggar car.

Reason four: overconfidence.

Shanghai Volkswagen is one of the first groups to establish a joint venture in China. In recent years, with the help of LaVida, Pu Sang and other good cars, it has accumulated a high prestige, and also played a leading role in Volkswagen's future life in China. Therefore, other well-known brands have nothing to complain about when they see that Volkswagen has such a great performance in Beijing. Who told you not to pay attention to our market at that time?

It took only four months for Ling Du to go from a high-profile sale to a discount of more than 10,000 yuan, which should be regarded as an unsuccessful example for Shanghai Volkswagen. But is Ling Du really bad? In fact, after many times of test drive and location shooting, Ling Du's automobile chassis technology and beautiful location design scheme similar to Audi A3 have provided you with excellent feelings, but the words "luxury wide-body coupe" have given you too high expectations, and the public has underestimated Ling Du.

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