一汽大众再动营销体系，“合资一哥”难解新能源转型困境

Core Viewpoint - FAW-Volkswagen is undergoing significant organizational restructuring to address challenges in the electric vehicle (EV) market and prepare for an upcoming year of new energy products [1][2] Group 1: Organizational Changes - FAW-Volkswagen's restructuring includes the reorganization of the marketing and customer operations departments to enhance brand influence and customer experience [1] - A new product management department has been established to oversee the entire product lifecycle, ensuring early market input into vehicle development [1] - The company is shifting from a B2B marketing approach to a customer-centric B2C model, aiming to transform its sales management strategy [1][2] Group 2: Market Performance - Despite being a leading joint venture brand, FAW-Volkswagen's market share has declined from 8.5% in 2023 to an expected 7% in 2024, with further drops to 6.8% in the first five months of the year [2] - The sales of its three current EV models totaled only 2% of overall sales, with the ID.6 CROZZ and ID.7 VIZZION experiencing particularly low monthly sales [2][3] Group 3: Product Challenges - The ID.7 VIZZION, once considered a flagship model, has struggled in the market due to its software capabilities not meeting consumer expectations compared to domestic competitors [5][6] - The ID.4 CROZZ has seen a price reduction to 120,000 yuan, but its sales remain low due to weaker product competitiveness against local brands [3][6] Group 4: Consumer Insights - The younger generation (Gen Z) is becoming a core consumer group, requiring new marketing strategies to engage them effectively [7] - Research indicates that traditional joint venture brands have a low preference among Gen Z consumers, who favor new energy brands over established names [8][9] Group 5: Future Plans - FAW-Volkswagen plans to introduce 10 new models specifically for the Chinese market starting in 2026, indicating a commitment to enhancing its product lineup [6] - The company is also developing the ID.AURA model, which will feature advanced driving assistance technologies, aiming to better compete in the EV market [8]