Find the different sense of security brought by the brand inheritance in uncertainty.

Under the great change of the century, the frequent "black swan incident" brought more anxiety to the general public, and also brought insecure to every participant in the economy and society. How to find certainty in uncertainty is not only an individual, but also a proposition faced by every company.

For the automotive industry, the supply chain crisis caused by the shortage of epidemic and chip, the cost pressure caused by the price increase of the upstream commodity price, the consumer demand of the continuous changes of the C -end ... The superposition of multiple factors requires that car companies need to join more players to join in more players. Keep your strategic determination in the intelligent electric track to build your own unique "safe house".

"Long -termists" Taoism and Sope

"How can I do it in China? I don't think I can't get rid of it. There must be a stable system for long -termism." Goodbye Volvo Motor Greater China Sales Company President Qin Peeje, it was late July this year. As a person in charge of marketing in Volvo Automobile Greater China, he also experienced the "dark moment" and "Jedi counterattack" in the Chinese automobile market in the first half of this year. In the face of the question of "how to think of foreign brands to withdraw from the Chinese market", Qinpei gave the above answers.

In his opinion, many brands that have performed well in the global market have fallen significantly in the Chinese market. In fact, the "Great Leap Forward" has appeared in the development process. Although Qinpei did not give specific cases, under the target of radical market expansion goals, the unique brand foundation, weak product matrix, and disorderly channel layout have become the sudden collapse of the market downward cycle caused by the huge changes in external factors. The main factor.

"So I think in the Chinese market, we have been pursuing a stable system, it is not a empty words." After the "Tao" of Volvo Automobile's participation in the Chinese market competition is simply explained, Qinpei gave "surgery". ——In the sales department of Volvo Automobile, the workload of its regional manager is several times more than other brands, "because of the standardization requirements very high."

Volvo Motors also experienced unusual first half of the year, but the overall performance was basically stable. How to ensure stability? Volvo Motors also did two things at the level of "surgery": one is to retain front -line sales staff; the other is to ensure the security of dealers' funding chain.

"Many dealers in Shanghai were forced to lay off the pressure during the shutdown period, but we reserved the plan for front -line sales consultants and after -sales technicians. As long as they were still working at the end of June, Volvo would provide additional subsidies." Qin Peich said, retaining, retaining After the front -line personnel, the combat effectiveness of Volvo Motors was retained.

The second thing is to negotiate with the bank to do the exhibition period of the dealer's loan. "For the survival of dealers, the more important thing is the capital chain. The capital chain is fine, and it can ensure normal operation." In Qinpei, two things have been done, plus online sales that have not paused. After a round of impact, the entire system of Volvo Motors not only maintained normal operation, but also made a stronger combat effectiveness.

Data can prove this. The sales data of Volvo Motors, which was released in early July, showed that in June, Volvo Motors sold a total of 16,448 units in mainland China, an increase of 73.9%month -on -month. Among them, the Nordic flagship SUV XC90 under the Volvo Motors performed brightly, with a total of 2,292 units, a significant increase of 42%year -on -year, and a month -on -month increase of 76%. 13%, an increase of 66%month -on -month; the Volvo XC60, known as the Hua Dan of Huadan, handed over 7,004 units, which increased by 71.8%month -on -month.

"Get Stocking" and "Time" in the new cognitive era

There is no doubt that the current trend of the global automotive industry is intelligent and electrified. In the era of consumers' new cognition, the changes and adherences of the brand have become a problem faced by traditional luxury brands including Volvo Motors.

"In the new era, we found that the original brand value could not be completely transferred to the era of electrification, and consumers did not follow the original market brand awareness. That is to say, if you want to buy a 30 30 in the consumer's purchase list A cars above 10,000 yuan must be Mercedes -Benz, BMW, Audi and Volvo, Lexus, Cadillac. But in the electrical era, the choice became Tesla, Xiaopeng, Weilai or ideal. "This is Qin Pei Questions of Kyrgyzstan -Facing consumers' drift of brand cognition in the new era, what should Volvo cars do?

The answer is the adherence to mainstream values ​​in the general situation of intelligent electrification. "When we saw the context report of tram consumers two years ago, customers pursued high -tech labels, such as smart cockpits, and there were almost no other demands. But recently, safety can be ranked sixth and seventh, and fuel vehicles are with fuel vehicles. The times are very similar. "From the perspective of Qinpei, this is exactly the performance of consumers in the era of smart electric.

Just a few days before the goodbye of Qinpei, at a event entitled "Volvo Automobile Elk Open Course", Volvo, which ushered in the 95th anniversary of the brand founding this year, once again brought back a safe topic. Although the intelligent auxiliary driving function in the current industry has been promoted from L2 to L3 or even higher levels, the original intention of Volvo Motor's initial intention to "the starting point and end point of people's technology" has not changed.

For a small example. The future model of Volvo is equipped with a central computing platform consisting of an ultra -high computing NVIDIA Drive Orin ™ chip. It is currently the most advanced electronic and electrical architecture. In the future, the model is equipped with a multi -sensor fusion perception scheme composed of Luminar's IRIS lidar, 5 radars, 8 cameras, and 16 ultrasonic sensors, which improves the fault tolerance rate of autonomous driving algorithms and greatly enhances the safety factor. "The brand is asset for us, not a burden." Qinpei said, in English, Traditional ≠ Conventional — the former is a righteous word in English, which means a better experience of experience. "You can't say that China's tradition is not good. Was the 5,000 -year -old civilization of China be thrown? We still have to be divided into two to see this matter. The system inherited inherited by the history of 95) must have its unique value. "" "

The change of "time selection" under the "big trend" is the answer to future cars in the century -old Volvo brand.

Write behind:

Volvo Motors is the first traditional car manufacturer to propose a comprehensive electrification strategy. Its goal is to be a pure electric model by 50%of the company's global annual sales by 2025. By 2030, it will be fully transformed into pure electric luxury car companies. From the current point of view, Volvo Motors has realized the electrification of all products, and all car series provide a variety of power choices including 48V hybrid, plug -in hybrid and pure electricity. Beginning next year, there will be suitable pure electric products to place the market every year. By 2025, 50%of pure electric products will be achieved.

- END -