"Skoda's sales in China this year probably reach 200,000, not that we could not sell so much, but it is not enough capacity. Yizheng factory that after the completion of Shanghai Volkswagen, Skoda problem of shortage of capacity can be alleviated in the new factory . Of course, Yizheng factory can contribute to the number of Skoda capacity, we also need to consult with the Volkswagen Group. "Skoda Auto at the headquarters in Prague, Czech Republic, Skoda JurgenStackmann global marketing director, expressed his expectations of the Chinese market. Skoda as the world's largest market, China will be about 18 million units this year, sales hit a record high, with the Skoda expected global sales of 750,000, the Chinese market is expected to contribute a quarter. The former vice president of Ford of Germany has a deep understanding of the Skoda brand. Skoda Auto is now in charge of global marketing for Stackmann is to maintain confidence and caution are necessary. Although Skoda's reputation and sales have been continuously improved, but allowed to remain on a global scale remodeling is a very brilliant and challenging task. 2012, Skoda is expected to achieve one million sales worldwide. Stackmann hope that it will triumph in China, while consolidating the position in Europe. "Skoda sales in Europe are basically stable, saturated, and now Russia rebound in growth in India, the Chinese market in the takeoff. China is the world's largest auto market, the West there are individuals who fear that, because China's growth too fast, so that the focus of the global auto industry shifted. "Stackmann said. Although Skoda sales growth in China, so Stackmann surprised, but compared with other cross-brand, Skoda's brand appeal and influence is still insufficient. Stackmann said that after investigation, 94% of Chinese people do not know Skoda, which determines the Skoda in China has a lot of homework to make up. "First, we need to improve brand awareness; Secondly, from the time of speaking, we are the world's first three auto manufacturers, we have a long history and brand position, we are not who subsidiary, we are the Skoda. " Seek brand recognition April 2005, Skoda with Shanghai Volkswagen cooperation, opening the way Skoda car in China. September 2006, the Skoda brand was officially launched. From 2007 to 2009, Skoda introduced a new product every year. At present, the Skoda Octavia initially completed by the (configuration Gallery reputation Forum), Jing Rui (configuration reputation Forum Gallery), and Hao Rui (configuration Gallery reputation Forum) consisting of product structure in China, the formation of most of the Chinese automobile market Fu consumption potential A0, A, B-class comprehensive coverage of the market. Into China just three years, Skoda has become the growing Chinese automobile market is one of the best brands. This particular car in China market, smart businesses can turn a bland product was originally a group of people made the sign. In contrast, Skoda rare in this world more than a century of history, has a rich historical and cultural background of the brand, too many things to be said. Skoda China's auto consumption population surveys, confirmed the Skoda brand in China, the difficulty of upgrading. For Bohemia, Kafka, Milan Kundera, Dvorak, and Skoda, people to name, it is difficult to link together. Chinese people lack the concept of the Czech Republic, the Czech automobile industry is poorly understood. Skoda to enter the Chinese three years, followed by Audi, "sales of leading brand" style, but with the quality and appeal to customers, but inadvertently weakened the power of emotion. Skoda's history and people's cultural awareness is pale, even Skoda owners have little knowledge of the brand. Skoda sales, almost all rely on the quality of marketing and word of mouth, partly because Chinese consumers are not yet formed brand loyalty. Skoda brand to appeal today, whether in the future situation (configuration Gallery reputation Forum) changing market, continued to achieve sales promotion, is the Skoda headquarters rather concern. Assumed office in September this year, global chairman Dr. Fan Ande Skoda, Volkswagen Group China has been in charge of the company for 5 years. 5 years, Vahland done a lot of big things, of which one is the Skoda brand to China. Before leaving China, Vahland led to the birth of Skoda in China, specializes in brand building of the Dutch Luo Kaifu, becoming the first Chinese head of Skoda. Luo Kaifu, said in an interview, Skoda does not mean the establishment of the Chinese public and to change the existing cooperation between Shanghai Volkswagen, Skoda but in order to facilitate communication and coordination between headquarters and the work of Shanghai Volkswagen to more flexibly and quickly respond to market change. Reduce communication costs and speed up the market reaction speed, is the most realistic set up Skoda motivation. Luo Kaifu said that China and the Shanghai Volkswagen Skoda Skoda team work closely to expand sales networks, improve service quality. Right now, Skoda sales network has been developed from last year's 185 to 235 now, in the second and third tier cities, will have more channels for building programs. In fact, the Shanghai Volkswagen Skoda has been trying to create a balance between play and visibility of individual high-end car brand, which is consistent with the idea of Skoda in China. For China, Skoda, Skoda present the greatest weakness, is still less well-known brand, it wants repairer Czech culture and style make known to Chinese consumers, not just following the crowd of brand influence. Revaluation of product positioning As the eyes of the old deep-rooted European luxury brands, Skoda was encountered hardship moment. 80s of last century, Skoda renewed vigor, in the acquisition by the public, the product positioning also changed. 2011 is the 20th anniversary of cooperation with the public Skoda, Skoda plans to organize activities around the globe, China is naturally a key station. April 1991, Volkswagen Group acquired 30% stake in Skoda, then gradually increase in shares, to May 2000, 100% of the public holding a Skoda. Today, Skoda has launched a global sales of more than 100 countries. Stackmann said that cooperation with the public, the Skoda brand success story of the Long March from 1996 to the beginning of the Octavia, Skoda has become the core portfolio. "The original Octavia cars is our highest grade, until we make the resurrection Hao Rui. Rui Hao was born in 1938, was the era of high-end, sophisticated car flag. In 2001, the first generation after the Resurrection listed Hao Rui, marking the Back to the Skoda brand in the level of high-grade side. " In the past 20 years, Volkswagen has been jumping up from the more popular the concept of a medium car manufacturers to upgrade to the luxury that level. Such as Volkswagen Phaeton (configuration Gallery reputation Forum), actually closer to the luxury brand. Stack Juan mann said, "this type of model range is not Skoda aspire to, but not to say that Skoda has to give up such a wish. For now, we will produce some very high quality, cost-effective special Excellent product. " Shanghai Volkswagen Skoda brand marketing business Fu Qiang, executive director of the Stackmann statement confirmed: "Skoda brand not only in China, Volkswagen Group is no intention within the luxury direction. In China, our global brand positioning maintain maximum consistency, which must be done. " Stackmann said, Skoda and Volkswagen models, the direction of orientation and R & D is very different. "For example, mass brand portfolio in the core product is Gore (configuration Gallery reputation Forum) husband, and our core product is the Octavia, which are two very different products." Although the core product of different, but this does not mean that Skoda cars will not touch the public domain. "We and the public purpose is for the people, for the mass consumer and repairer, there will be some product overlap. Important is how to optimize, through competition between us to get more benefits." It is worth mentioning that the Skoda brand in Europe, the slogan is "SimplyClever", the slogan has not widely promoted in China. The reason is if we adopt the Chinese translation, it was difficult to Skoda's brand essence. In fact, "SimplyClever" refers to the quality of life and the pursuit of efficiency, caring family, the pursuit of the balance of modern and traditional, simple and wise style. In Europe, Skoda Through this positioning, achieved with the public good branding. Skoda in China for the development, improve the sales of high-end products is its top priority. Although Stackmann said, the second generation in China Hao Rui, "made an incredible success," but this and Magotan (configuration Gallery reputation Forum) with the level of models to the Chinese market requirements for successful joint ventures, can only be considered at the passing of its sales online. Highlight brand strength in high-class car market, Hao Rui's future performance will determine whether the Skoda brand to become a truly mainstream. Studying the Chinese market It was learned that Shanghai Volkswagen Skoda products in the share has been increasing. 12% from 2008 to 2009, 16%, but this year is expected to reach 18.6%. Fu Qiang, said: "nearly 20%, that for every 5 cars of Shanghai Volkswagen has a contribution to the Skoda brand is." He said, Skoda in China after 3 years of development, the situation has been initially opened, the current Skoda is the successor troubled structure. Luo Kaifu said, Skoda is considering whether to introduce the latest SUVYeti produced in China. Yeti is a city SUV, the car continues the Skoda brand has always been the brand genes and simple style. Yeti golf (configuration Gallery reputation Forum) 6 and the Tiguan (configuration Gallery reputation Forum), as the same PQ35 platform for the public. Overseas Yeti length and breadth were 4223mm/1793mm/1691mm, short wheelbase Tiguan compared to 26mm, to 2578mm. At present, the domestic market for car design, there are some disputes, and the main contentious issue is whether the longer form, and style. Vahland said in an interview, to worldwide competition with Japan and Korea cars, there are two ideas - products to improve and technology for the local market without borders. However, the introduction of China calls on the original high Yeti, Skoda headquarters has not yet been finalized. During his tenure in China, has been insisting Vahland to the latest technology from Europe as soon as possible to get to China. He believes that product development and technical level in China is much higher than other Asian market demand, therefore, Skoda with Shanghai Volkswagen's R & D center for comprehensive cooperation. The development of next-generation Hao Rui, Shanghai R & D center is likely to play an important role. Luo Kaifu said that the public Sunny (configuration Gallery reputation Forum) as a special product for the Chinese market and achieved great success, Skoda is also possible to develop new models for the Chinese market, but no final decision. "We have a lot of work to do, because the potential of the existing models do not play to 100%. From now on view, even if there is no expansion of our network, even if our models did not increase, our sales volume still improved. Since we need to introduce many new products specifically designed and manufactured in China probably also need a process. " According to reports, the introduction of the Skoda car made in China will also import car market will develop. Ming Rui Hao Rui travel edition models, even including the future electric vehicle products, which may have gradually introduced into China. Sales of imported cars will remain by the Shanghai public. "Shanghai Volkswagen is our strong partnerships in China, children, and together they are lucky", Stackmann said.

Previous: Subaru unveiled the Sixth China-wheel-drive vehicle off-road vehicles section
Next:no article