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被“玩坏”的终身质保能帮车企重拾份额吗?
Core Viewpoint - The Chinese automotive market continues to show positive growth, with production and sales increasing by 12.7% and 10.9% respectively in the first five months of the year, despite ongoing price competition revealing underlying issues in the industry [2] Group 1: Industry Trends - The China Automotive Industry Association reported that from January to May, the production and sales of automobiles reached 12.826 million and 12.748 million units respectively, indicating a strong market performance [2] - The ongoing price competition has prompted industry leaders to call for a reduction in "involution" among companies, encouraging a shift towards value-added services rather than price cuts [2] - Several automakers have begun implementing policies to counteract price competition by offering lifetime warranty services, aiming to enhance customer value and service rather than engaging in price wars [2][3][4] Group 2: Company Initiatives - GAC Toyota has introduced a lifetime warranty for its entire lineup, covering key components such as the engine and transmission, valued at approximately 8,000 yuan [2] - FAW-Volkswagen has also launched a lifetime warranty policy for its flagship SUVs, covering major systems without mileage or time limits, and has seen a significant increase in orders for its models [3] - Li Auto has rolled out a "lifetime warranty relay plan" for its Li ONE owners, allowing for the transfer of warranty benefits to new vehicle purchases [4] Group 3: Consumer Perception and Challenges - While lifetime warranties are seen as beneficial for both companies and consumers, there are concerns regarding the stringent conditions attached, such as requiring maintenance at authorized dealerships [8][9] - Some consumers have reported discrepancies between the advertised lifetime warranty and the actual coverage, leading to dissatisfaction and perceptions of misleading marketing [9][10] - The automotive industry is facing challenges in effectively implementing customer-centric policies, with many companies struggling to transition from traditional pricing models to value-based pricing [10]
“双终身”真能省心又保值?一汽
Core Viewpoint - The introduction of the "Double Lifetime Warranty" policy by FAW-Volkswagen aims to address consumer concerns regarding high maintenance costs, repair worries, and rapid vehicle depreciation, providing comprehensive coverage for both the vehicle and original parts [1][3][15] Group 1: Policy Details - FAW-Volkswagen has expanded its "Double Lifetime Warranty" from a pilot program to cover all fuel SUVs, including flagship models, with warranties on key systems such as the engine, transmission, and chassis, without limitations on time or mileage [1][3] - The warranty period for certain models extends until June 30, 2025, while others are covered until December 31, 2025 [1] - The maintenance cycle has been extended to 1 year or 10,000 kilometers, effectively halving the frequency of required maintenance [3] Group 2: Cost Reduction and Value - The introduction of a 6-time maintenance package at a 30% discount allows for a single maintenance cost of only 470 yuan for models like the Tayron, making the original service warranty cost comparable to the aftermarket [3][4] - The "Old Friend Appreciation Plan" offers subsidies for customers who trade in their vehicles, offsetting maintenance costs and promoting the idea that "the more you maintain, the more you save" [4] Group 3: Service Quality and Network - FAW-Volkswagen emphasizes a high standard of service quality, with nearly 18,000 service personnel, 40% of whom have over 10 years of experience, ensuring professional and reliable technical support [6][13] - The company has established a comprehensive service network with nearly 900 dealerships, providing nationwide support and ensuring consistent service quality across different regions [6][8] Group 4: Customer-Centric Approach - The "Heartfelt Journey 2.0" service brand upgrade introduces 15 customer benefits, extending care from maintenance to the entire vehicle ownership cycle, including free vehicle inspections and 24-hour roadside assistance [8][10] - FAW-Volkswagen's commitment to transparency in service costs and maintenance history is evident through public maintenance records and clear communication of parts sourcing [10][11] Group 5: Quality Assurance - The foundation of the "Double Lifetime Warranty" is supported by a low average failure rate, attributed to FAW-Volkswagen's rigorous manufacturing processes and testing systems, ensuring vehicle reliability [13][15] - The company employs advanced manufacturing techniques and conducts extensive testing under extreme conditions to validate vehicle performance and durability [13]
全系燃油SUV“双终身”质保 一汽
Core Viewpoint - FAW-Volkswagen has introduced a lifetime warranty policy for certain vehicle models, reflecting its commitment to customer-centric long-termism and altruism in a competitive automotive market [1][10]. Group 1: Warranty Policy - The new policy allows customers to enjoy a lifetime warranty on the vehicles purchased from authorized dealers until December 31 for the models of "Langjing" and "Langxun," and until June 30 for the new "Tayron" series [1]. - This initiative demonstrates FAW-Volkswagen's confidence in product reliability and quality [1][3]. Group 2: Manufacturing Excellence - FAW-Volkswagen's confidence in offering a lifetime warranty stems from 34 years of accumulated strength and commitment to product and service quality [3]. - The company employs advanced manufacturing techniques, including a six-stage forming process and a large 8100-ton press, ensuring precision in stamping parts [3]. - The welding workshop utilizes the German MQB A2 platform with 1268 robots achieving an 85% automation rate, enhancing the strength of welds by 30% compared to standard spot welding [5]. Group 3: Rigorous Testing Standards - Each vehicle undergoes extensive testing, including high-temperature, high-altitude, and high-cold conditions, as well as over 100,000 door opening and closing tests to ensure component safety and reliability [5][7]. - The vehicles are subjected to a total of 1,930,000 km of high-intensity road testing across various conditions to validate durability [7]. Group 4: Service and Brand Development - FAW-Volkswagen emphasizes a shift in mindset from "users" to "customers" and from "products" to "goods," aiming to provide comprehensive value chain services [8]. - The company has launched the "Craftsmanship Service" initiative and the "Heart Journey 2.0" action plan to enhance service quality throughout the vehicle lifecycle [10]. - FAW-Volkswagen has received the China Automotive Golden Wrench Award 18 times, gaining the trust of over 20 million users [11].
“双终身质保”一汽-大众如何重塑品质标杆
Core Viewpoint - The automotive industry faces significant challenges in after-sales service, particularly regarding the high costs of maintenance and repairs for fuel vehicles, leading to consumer anxiety about ownership costs [2][4][11]. Group 1: After-sales Challenges - The average maintenance cost for traditional vehicles in 2022 was 2,570 yuan, with repair costs for engines and transmissions ranging from 5,000 to 15,000 yuan [4][11]. - The "zero transparency" in parts pricing and difficulties in obtaining original parts from third-party repair shops contribute to consumer anxiety about vehicle maintenance [4][11]. - The average vehicle ownership period in China is about 6-8 years, meaning that over half of the vehicle's lifespan is spent without warranty coverage, increasing the financial burden on consumers [4][11]. Group 2: Innovative Solutions - FAW-Volkswagen is addressing these consumer pain points by launching a "lifetime warranty" policy for its fuel SUVs, which includes unlimited mileage and time coverage for core systems like engines and transmissions [5][9]. - The policy also includes lifetime warranty coverage for original parts replaced during accident repairs, addressing concerns about depreciation after repairs [6][9]. - The nationwide warranty system, supported by nearly 1,000 authorized dealers, allows for seamless service across the country [7][9]. Group 3: Consumer Benefits - The lifetime warranty policy can save consumers 20%-30% in potential maintenance costs over the vehicle's lifecycle, significantly reducing financial risks associated with repairs [11][13]. - The policy enhances vehicle resale value, as vehicles maintained at authorized service centers have a 2%-3% higher resale rate compared to those serviced at roadside shops [15]. - FAW-Volkswagen's commitment to quality and service is reflected in its extensive dealer network and experienced service teams, ensuring reliable support for consumers [21]. Group 4: Quality Assurance - FAW-Volkswagen's confidence in its products stems from rigorous testing and high manufacturing standards, including extensive road tests and advanced production techniques [17][18]. - The company employs a high level of automation in its manufacturing processes, ensuring consistent quality and reliability in its vehicles [18][21]. - The emphasis on quality assurance and customer service aims to transform the automotive purchase experience, providing consumers with peace of mind and trust in their vehicles [21].
“内卷”喧嚣不绝于耳,一汽-大众以“双终身”彰显品牌定力
Core Viewpoint - The introduction of the "Double Lifetime" warranty policy by FAW-Volkswagen aims to enhance customer trust and loyalty by providing comprehensive coverage for both original equipment parts and entire vehicles, marking a significant shift in the automotive industry towards customer-centric service [1][11]. Group 1: Warranty Policy Details - The "Double Lifetime" warranty includes lifetime coverage for original equipment parts starting from March 1, 2025, for all Volkswagen brand models purchased from authorized dealers [3][6]. - The lifetime warranty for vehicles applies to FAW-Volkswagen's fuel SUV models, beginning March 21, 2025, for specific models like the "Langjing" and "Langxun," and will expand to all fuel SUV models by May 15, 2025 [3][6]. - Compared to competitors, FAW-Volkswagen's warranty is not limited by mileage and covers a broader range of scenarios, including insurance claims, which enhances customer protection [6]. Group 2: Cost Savings and Value - Customers can save between 10,000 to 50,000 yuan on maintenance costs over 15 years due to the vehicle lifetime warranty, and an additional 3,000 to 15,000 yuan from the lifetime warranty on original equipment parts [6]. - The "Double Lifetime" warranty is expected to improve vehicle resale value by approximately 2% for customers who consistently maintain their vehicles at authorized service centers [6]. Group 3: Commitment to Quality and Service - FAW-Volkswagen emphasizes its commitment to product quality and service, leveraging nearly 90 years of automotive experience and a deep understanding of the Chinese market to differentiate itself from competitors [7][9]. - The company employs advanced manufacturing techniques, including 100% automation in painting and assembly processes, ensuring high standards of quality and durability [9]. - FAW-Volkswagen's service standards are globally synchronized, with a significant portion of its service team having over ten years of experience, reflecting a strong commitment to customer service [9]. Group 4: Industry Positioning - The "Double Lifetime" warranty is a strategic response to the industry's trend of price competition, positioning FAW-Volkswagen as a leader in high-quality development and long-term value [11]. - This initiative showcases the brand's confidence in its product quality and its dedication to a customer-centric service philosophy, reinforcing its role in the evolving automotive landscape [11].
车展观察 | 一汽-大众吴迎凯:合资品牌也是中国汽车,要乐观看未来
Guan Cha Zhe Wang· 2025-04-28 06:40
Core Viewpoint - FAW-Volkswagen aims to lead the automotive industry with a strong product lineup, innovative technology, and a firm commitment to transformation as competition intensifies in the Chinese market [1][3]. Group 1: Strategic Initiatives - FAW-Volkswagen plans to launch 10 new models starting in 2026, including 5 pure electric, 2 plug-in hybrid, 2 range-extended hybrid, and 1 new fuel vehicle, reflecting a deep understanding of the local market [3]. - The company emphasizes a comprehensive strategy that balances fuel, electric, hybrid, and intelligent experiences to meet diverse consumer needs [3]. Group 2: Quality and Service Commitment - FAW-Volkswagen has upgraded its service brand, introducing "Craftsmanship Service" and a comprehensive customer journey initiative, which includes 15 core customer rights [4]. - The introduction of a dual lifetime warranty for vehicles and parts demonstrates the company's confidence in product quality, despite the associated costs [5]. Group 3: Market Performance - In March, FAW-Volkswagen sold 154,000 vehicles, with fuel vehicle sales increasing by 1.4% year-on-year, while the Volkswagen brand's fuel vehicle market share rose by 1.1 percentage points [5]. - The company acknowledges the challenges posed by a declining fuel vehicle market but remains optimistic about the future, viewing the automotive industry as a pillar of the Chinese economy [5][6]. Group 4: Future Outlook - FAW-Volkswagen recognizes the importance of adapting to global competition and emphasizes that joint venture vehicles are integral to China's automotive landscape [5][6]. - The company believes that producing vehicles suited for Chinese consumers is essential for success in the market [5].