Jetta wall slogan

In the domestic joint-venture brand automobile market, North and South Volkswagen are undoubtedly two powerful entities, especially SAIC Volkswagen. SAIC- Volkswagen has been the sales champion of domestic joint ventures before FAW-Volkswagen widely launched the SUV product line. However, although SAIC Volkswagen has always been relatively strong, the sales performance of Skoda brand of SAIC Volkswagen, which has now become its own brand, has been relatively average. In other overseas markets such as Russia, Skoda has performed well as an independent brand in overall sales. However, under the pressure of SAIC Volkswagen and FAW-Volkswagen, Skoda's sales performance in China is getting worse and worse. In the first half of the year, Skoda sold only 48,530 vehicles in China, with an average monthly sales of just over 8,000 vehicles.

In fact, for the brand Skoda, since it was introduced into the domestic market, there has always been a shadow on its head, that is, the brand influence and product coverage of SAIC Volkswagen. As we all know, Skoda, as a subsidiary of Volkswagen, has the same technology as Volkswagen in terms of products and technology, especially the engine, gearbox and chassis are basically the same as SAIC Volkswagen. Therefore, some dealers in Skoda even put up slogans such as "People who know the public finally bought Skoda". In fact, in essence, Skoda is in the same strain as Volkswagen in the domestic market, at least at the technical level.

But obviously, Skoda is almost meaningless at the brand level, that is to say, with the existence of first-class brands such as North and South Volkswagen, Skoda can only be reduced to a cheap brand, which can be seen from the product price of Skoda. For example, SAIC Volkswagen Tiguan L, the official guide price is 265,438,000 +0.88 million-365,438,000 +0.65438 million +0.8 million, while the official guide price of Skoda Kodiak with basically the same power configuration is only 65,438,000 +0.779 million-247,900 yuan; Another example is Passat, the official guide price is 654.38+084.9 million yuan-282.9 million yuan, while the official guide price of Skoda Express, which is also an intermediate car, is only 654.38+054.9 million yuan-229.9 million yuan.

Therefore, in fact, from the perspective of product pricing, Skoda brand itself has admitted that it has become a low-end brand of SAIC Volkswagen, but in the past, SAIC Volkswagen brand itself was strong, so Skoda brand, as the "younger brother" of SAIC Volkswagen, still has a good performance in market sales. Now SAIC Volkswagen is affected by Passat's poor performance in China Insurance Research, and its sales volume has dropped again and again. Now it has fallen for eight consecutive days, Skoda has also been affected, and sales performance has also become sluggish.

In addition, in the domestic automobile market, joint ventures of different overseas brands are also secretly competing, as is the relationship between FAW-Volkswagen and SAIC- Volkswagen. Many models also have benchmark relationships, which are too familiar to media practitioners. Therefore, after the overall sales volume of FAW-Volkswagen is getting better and better, it has also started "business extension". Since FAW-Volkswagen already has Audi as a luxury brand and there is little hope of introducing high-end brands, FAW-Volkswagen introduced a cheap brand called Jetta as a new brand last year, and the overall response was not bad. As the first mass production model of Jetta brand, the sales volume of Jetta VS5 in the first month of listing exceeded 6,543,800+vehicles. Of course, as we all know, Jetta brand is a veritable cheap brand under FAW-Volkswagen, and the price of Jetta VS7, a joint venture car known as intermediate SUV, is only 654.38+006.8 million yuan-654.38+036.8 million yuan.

So now the overall situation of Skoda is rather embarrassing. It has a first-class brand like Volkswagen. As a second-rate brand in essence, Skoda can hardly be compared with the first-line joint venture brand in terms of brand. Compared with the completely cheap joint venture brand Jetta, Skoda's product price can be said to have no advantage at all. Therefore, Skoda's brand is sandwiched between Volkswagen and Jetta in the domestic market, so the result now is that the brand is not as good as Volkswagen, and the price is suppressed by Jetta. Now the market share continues to gather with more advantageous first-line brands. As a high-level second-line joint venture brand like Skoda, its future prospects may not be very optimistic.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.