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]

Group 1 - The article highlights the personal experiences and emotional connections formed with the ID.6 CROZZ electric vehicle, emphasizing its role beyond just a mode of transportation [1][9]. - The vehicle's advanced features, such as long-range capabilities and intelligent navigation, are showcased through various road trips, demonstrating its practicality and reliability [3][4][5]. - The narrative illustrates how the ID.6 CROZZ has become an integral part of family life, contributing to shared memories and experiences during travels [6][8]. Group 2 - The article discusses the technological advancements in electric vehicles, particularly the ID.6 CROZZ, which includes features like real-time traffic updates and enhanced driving dynamics [3][4]. - It emphasizes the growing acceptance and integration of electric vehicles in daily life, as evidenced by the owner's experiences and the vehicle's performance in various conditions [5][6]. - The narrative reflects a broader trend in the automotive industry towards electric mobility, highlighting the emotional and practical benefits of owning an electric vehicle [9][10].

Core Insights - FAW-Volkswagen is undergoing organizational adjustments focusing on its Volkswagen and Jetta brands, with a particular emphasis on the Volkswagen brand [1][2] - The newly established Product Management Department aims to better understand customer needs and guide product planning, development, production, and quality assurance [1][2] - The marketing department is being reinforced and is returning to its original structure, shifting focus from user operations to customer orientation [2] Organizational Changes - The Volkswagen brand will establish a Product Management Department and a Customer Operations Department, enhancing the functions of the marketing department [1] - The restructuring includes personnel changes, with new appointments to be announced soon [1] - The previous User Operations Center has been restructured, integrating various functions related to customer experience and service [2] Strategic Focus - The core strategic focus for FAW-Volkswagen this year includes breakthroughs in marketing, product management, and operational efficiency [3] - The company aims to shift its mindset from "user" to "customer," "product" to "goods," and "promotion" to "marketing" [4] - This organizational change is part of a broader strategy to prepare for the launch of 10 new models by 2026, including 9 electric vehicles [4][5] Market Position and Performance - In the first four months of the year, FAW-Volkswagen's retail sales reached 475,300 units, indicating significant market competition [5] - The company reported a sales figure of 113,400 vehicles in April, with the Volkswagen brand achieving a year-on-year growth of 7.9% [5] - The competitive landscape in the Chinese automotive market is intensifying, prompting FAW-Volkswagen to enhance its product, technology, and transformation efforts [5]

Core Viewpoint - FAW-Volkswagen is undergoing organizational adjustments, focusing on the Volkswagen and Jetta brands, with an emphasis on enhancing customer orientation and market responsiveness [1][3]. Group 1: Organizational Changes - FAW-Volkswagen will establish a Product Management Department and a Customer Operations Department, while also strengthening the functions of the marketing department [1]. - The restructuring aims to provide clearer business responsibilities and objectives for the Volkswagen brand [1]. - Personnel changes are expected to accompany the organizational adjustments, with new appointments to be announced soon [1]. Group 2: Marketing Strategy - The marketing department is being reestablished, moving away from the previous User Operations Center model to a more traditional marketing approach [3]. - The restructuring includes the integration of various customer-related functions, focusing on customer experience and service [3]. - The previous ID. Operations Center has been split and integrated into other departments to clarify responsibilities in product development, marketing, and after-sales service [3]. Group 3: Strategic Goals - The core strategic focus for FAW-Volkswagen this year includes breakthroughs in marketing, product management, and operational efficiency [4]. - The company aims to shift its mindset from "users" to "customers," from "products" to "goods," and from "promotion" to "marketing" [5]. - This transformation is part of a broader strategy to prepare for the launch of 10 new models by 2026, including 9 electric vehicles [6]. Group 4: Market Performance - In the first four months of this year, FAW-Volkswagen's retail sales reached 475,300 units, indicating significant market competition [6]. - In April, the company sold 113,400 vehicles, with a year-on-year increase of 0.4 percentage points in fuel vehicle market share [6]. - Volkswagen brand sales reached 68,000 units in April, reflecting a year-on-year growth of 7.9% [6].