FAW-Volkswagen: Innovation and change are the key to leading.

According to the sales data of the Association, the sales volume of FAW-Volkswagen in September was about 209,400 units. ? In the first three quarters of this year, FAW-Volkswagen achieved an increase of1436,300 vehicles. No matter in September or the first three quarters, FAW-Volkswagen ranked first in the sales list. Behind this report card is a constantly enriched product line layout and innovative marketing concepts.

First, FAW-Volkswagen "About 8" live monthly activities

At the 16th Beijing Auto Show, which opened on September 26th, the brand-new digital golf was unveiled and pre-sold, and its pre-sale price ranged from 6.5438+0.5 million yuan to 6.5438+0.65 million yuan. The brand-new digital golf, as the first model built by Volkswagen brand based on MQB Evo platform, can be described as a digital masterpiece of FAW-Volkswagen.

The digitalization of the new digital golf is not only reflected in the product level, but also practiced in the marketing level. For the launch of this brand-new digital golf, the sales company Volkswagen Brand fully tapped the internal and external resources, and jointly planned an innovative "About 8 Live Month" with many departments and media. From consumer insight to KOL selection to content planning, it is based on the analysis of user data, creating continuous high-quality content for users.

One month before and after the release of the new digital golf, nearly 20 live broadcasts will be held in the official Tik Tok live broadcast room of FAW-Volkswagen to provide users with continuous high-quality content around golf products and crowd image. In the choice of live broadcast theme, FAW-Volkswagen has a deep insight into the current hot spots. 1024 Programmer's Festival presented its first live broadcast of "Beijing West Second Banner" in China Silicon Valley, which comprehensively shaped the golf digital label. In the second game, Li Mouse, a refitting expert, was invited to have a dialogue with FAW-Volkswagen executives and engineers in the pre-approval center to deeply interpret FAW-Volkswagen's personalized customization ability and bring a surprise gift content feast to golf fans who love refitting culture. This "about 8 months" is the concentrated expression of FAW-Volkswagen's innovation and change in marketing.

Second, the new digital golf Darth Vader Edition-a customized model with insight into consumer demand.

"Today's young people have different interests, different tastes and different hobbies. They need a carrier to show their personality, and personalized customization just undertakes such self-expression. Therefore, the initial intention of FAW-Volkswagen to implement personalized customized car strategy is to meet the personalized and diversified needs of contemporary young people. FAW-Volkswagen will also officially launch the first official customized model in the near future-the new digital golf, so stay tuned! " In this live broadcast, Sun Gang, director of product marketing department of FAW-Volkswagen Sales Co., Ltd., answered questions from the media. In this activity, Minister Sun and refitting expert Li Shu witnessed the first public appearance of the brand-new digital golf-Darth Vader Edition.

In this on-site activity, Xiong Wei, an engineer of VSC Pre-approval Center, introduced the customized part of the new digital golf-Darth Vader Edition: "The exterior decoration part includes three aspects: first, the door cover, bumper and other parts, and the whole vehicle is painted in matte paint; Secondly, highlight black kits, such as lettering, window sill bright strips, etc. Finally, the carbon fiber rearview mirror housing is also a highlight. In the interior part, two materials are used this time, such as honeycomb ceiling package, which gives people a feeling of looking up at the ceiling and breathing. The style of instrument and column guard is simple and generous. The interior and exterior decoration combines color, material and style to form an integrated personalized customization. "

In the face of questions from netizens, Xiong Gong introduced the brand-new digital golf-Darth Vader matte paint in detail: "First of all, matte paint is a low gloss finish paint, where the gloss is above 90%, and the gloss below 30% is matte paint, which is often called matte paint. Matte paint, because of its "light absorption" characteristics, can reduce the reflection of light, and is often used in military vehicles and stealth fighters. On this customized matte paint, on the basis of high-quality hand-made, the whole car also presents elegant, low-key and introverted characteristics. Due to the complex process and harsh production conditions in matte paint, it is only rare in high-end luxury models. "

Third, the industry-leading official personalized customization-FAW-Volkswagen VSC Pre-approval Center

The brand-new digital golf-Darth Vader Edition was born in the VSC Pre-approval Center of FAW-Volkswagen. On the product side, FAW-Volkswagen VSC Pre-batch Center is also actively pursuing innovation and change. Xiong Wei, engineer of VSC Pre-approval Center, said: "In order to ensure the quality of the final mass-produced products, FAW-Volkswagen further improved the product maturity through the pre-approval center. This includes prototype trial production, production start-up and production of R&D and special vehicles. Prototype trial production is a process of turning virtual products into physical products and producing functional and experimental physical prototypes for product and planning departments to verify the rationality of product technology, performance and structural scheme. The start-up of new product production is to carry out product and process inspection before mass production of all new products, including assembly analysis, and constantly optimize the quality of the start-up process to meet the strict quality requirements of Volkswagen Group and ensure the mass production of new projects as planned. The special car group is mainly responsible for ensuring the quality of the company's various vehicles, and providing technical support at the event site, such as auto shows, new models and other mobile vehicles, and now it is also responsible for FAW-Volkswagen personalized customized vehicles. "

From product to marketing, digital transformation gradually falls from concept to reality. This brand-new digital golf represents the determination of Volkswagen brand to face the digital age, and will be officially put on the market on June 7th. 165438. I believe it will bring unprecedented product experience to users. Let's wait and see.