上半年在中国保持两位数增长的沃尔沃,还打动了挑剔的德国人_沃尔沃,豪华车,沃尔沃xc60,设计,高能小子终极装备,技术,交通,工业设计,原汁原味的德系SUV,轿车,环境保护
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从增量市场到存量市场,必然有人吃肉有人喝汤,还有人挨饿。
文|耿慧丽
图|来源网络
在中国豪华车增速放缓的大环境下,发现哪家日子都不好过,BBA三大豪车巨头的销量不尽如人意,其他豪车品牌的日子似乎越来越不好过:大家都使出浑身解数,谋取在存量市场分一杯羹。
但市场表现确实几家欢乐几家愁,各个豪华品牌的市场收获和业绩成色也大不相同。有的勉强保持微增,有的大幅降价也没能扭转跌跌不休的销量下滑势头,还能保持两位数增长的,在如今车市惊涛骇浪中犹如『定海神针』般的存在。
7月18日,沃尔沃汽车集团公布的数据显示由于在全球多个地区销售增长今年上半年沃尔沃汽车销量和收入均创新高。今年上半年沃尔沃全球销量超过34万辆同比增长7.3%;销售收入为1301亿瑞典克朗(约合140亿美元)同比增长5.9%。
作为沃尔沃重要战场的中国市场,依然是沃尔沃全球业绩增长的主要动力。今年上半年,沃尔沃在华销量达到6.77万辆,同比大幅增长10.2%。其中,今年6月单月销量达到1.32万辆,同比增长13.3%,实现逆势大增。
为什么同样是奋斗半年,有的竹篮打水一场空?有的却逆势突围?答案首先藏在产品里。作为来自瑞典的北欧豪华品牌,沃尔沃多年来在产品设计上独树一帜。哪怕在德系三大汽车巨头的老家,沃尔沃也越来越受欢迎。
两款功勋车型
从具体车型的表现来看,XC60和S90两款车型是引领沃尔沃今年上半年在华逆势上涨的『旗手』。
6月,沃尔沃XC60销售5483辆,同比大增33%;上半年累计销量为2.9万辆,同比劲增50%,占沃尔沃上半年总销量的接近一半。C级豪华轿车沃尔沃S90今年6月销售3746辆,同比增长18%,上半年共销售19947辆,同比增长11%。作为沃尔沃品牌知名度最高的车型,沃尔沃XC60兼具动感与优雅的外观和斯堪的纳维亚简约设计风格,搭载Drive-E E驱智能科技,全系标配City Safety城市安全系统等一系列科技配置,带来令人过目难忘的造型,清洁高效的动力系统和全方位的安全保障,直击当下豪华车消费痛点,成为5座豪华SUV的首选。
作为旗舰轿车,沃尔沃S90不仅仅有C级豪华轿车的宽敞空间和如头等舱般的尊贵舒适,更搭载City Safety城市安全系统,包含全球首创的道路偏离预防及保护系统,LKA车道保持辅助等先进科技配置,以及CLEANZONE®清洁驾驶舱,配置远超同级竞品,成为注重健康和环保的高端人群的『养生车』。
绝不是『以价换量』那么简单
在市场增速放缓,市场竞争变为存量竞争的时代,『以价换量』已经成为众多汽车品牌主动或被动的共同选择。但今年上半年冷暖不一、分化加剧的业绩,则表明不是降价就能卖得出去。关键要看在供大于需的买方市场、消费升级、年轻化等纷繁杂乱的市场环境中,能否提供差异化的产品,满足客户情感认同、实用性等多方面的需求。
而差异化,一直是沃尔沃的鲜明特色,无论是安全至上的品牌理念,还是简约不简单的产品设计风格,沃尔沃的北欧豪华风格在豪华车阵营中独树一帜,也越来越被中国消费者所接受。
比如在这个『一切始于颜值、追求个性化』的年代,沃尔沃产品的斯堪的纳维亚设计在豪华车中独树一帜:从外观到内饰,简而不凡,华而不奢,经得起挑剔的目光,耐得住时间沉淀。
一直在汽车安全领域领先的沃尔沃,经过多年积累,如今推出CLEANZONE®清洁驾驶舱、City Safety城市安全系统及Pilot Assist领航辅助系统三大技术,再次引领汽车行业的安全标准和行业潮流。
车内空气质量在国内如今已经越来越受重视,而这一行业进步离不开沃尔沃的推动。上世纪90年代中期,沃尔沃汽车就确立了清洁座舱的相关标准并开展严苛测试。在此后的近三十年间,沃尔沃汽车不断创新,从1999年发布IAQS智能空气循环控制系统,到2014年注册CLEANZONE®商标,再到2019年为CLEANZONE®加入AAC 双效增强型空气净化系统,沃尔沃始终是汽车行业车内空气质量的理念推广者和技术引领者。
在汽车主被动安全技术领域,自上世纪70年代起,沃尔沃一直不遗余力研究汽车碰撞,并开发了一系列配置功能。2008年,沃尔沃推出City Safety 城市安全系统,引入主动安全技术。该系统在检测到即将发生碰撞时发出警告,如果驾驶者没有及时反应,系统会主动刹车,帮助避免或缓和碰撞。同时,沃尔沃也是首个在每款新车上标配此类安全系统的汽车厂商。如今的City Safety城市安全系统是目前汽车领域功能最全面的智能安全防护系统。
Pilot Assist领航辅助系统,则能在不超过130km/h的情况下,提供加速、刹车和转向支持,以及车距保持和速度控制等辅助,使车辆保持在车道中心位置,在面对严重交通拥堵和长途驾驶场景下尤其能减缓车主的驾驶疲劳感。
这些由沃尔沃率先推出的汽车安全技术,如今已经成为行业共同推崇的热门技术,有些还被归入自动驾驶技术。在安全方面的倾力探索,也使得沃尔沃成为这个领域的先行者。
打动挑剔的德国人
除了得到越来越多中国消费者的青睐,在全球其他市场沃尔沃也深受认可。尤为值得一提的是,在奔驰、宝马和奥迪的大本营德国市场上,今年上半年沃尔沃的销量同比劲增33%。那么,对本土品牌忠诚度一直较高的德国人怎会转投沃尔沃的怀抱?
事实上,德国消费者对沃尔沃的偏爱并非一时兴起。德国知名汽车杂志auto motor und sport每年都会根据大量投票和调研进行『最佳车型奖』(Best Cars Award)评选。其最新一期的调研显示,超过10万名读者对沃尔沃造型设计的认可度处于逐年增长态势,从9年前的40%左右的受欢迎指数如今已经跃升到80%,超越了奥迪和奔驰,与宝马基本持平。
沃尔沃新一代SPA和CMA架构下的S90、XC90、XC60和XC40在全球和德国市场多次荣获各大设计类或年度车的奖项,也证明了简约不简单的斯堪的纳维亚设计风格已获得广泛认同。
除了设计,在车辆使用满意度上,德国人也对沃尔沃投出了信任票。德国专业汽车媒体Auto Bild每年都会发布对德国市场最畅销20个品牌的调查报告。2016年Auto Bild对8600多名消费者进行了抽样调查,分别对车内静音性、故障率、涂装品质、耐生锈程度、车内材质质量、车身做工品质等项目进行了调查,满分为10分,沃尔沃在多个单项调查上独占鳌头,最终以9.3的总分摘得整体品质满意度的冠军。
综上所述,简约自然、安全至上等品牌理念,构建了沃尔沃与众不同的产品价值。而差异化的产品价值,又成为沃尔沃在中国逆势上涨、打动挑剔的德国消费者的根本保证。
原创文章,作者:cesifu,如若转载,请注明出处:http://www.cesifu.com/article/45582.html
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