Volkswagen wants to open China's sports car era

When a high-level European car brand admits that the public is synonymous with "car" in China, that kind of helplessness and envy is overly loud. At the moment of the collective retreat of Japanese car companies, the market share that American, French, and Korean car companies can grab is not much, and most of the remaining areas have been “swallowed” by the German public. With a large number of brands including Volkswagen, Skoda and Audi, plus the upcoming domestic Seat, Volkswagen’s market share in China will only be higher. In the future, there will be a mass production of Volkswagen's eight big factories in the two major joint ventures, and it is expected that the capacity of 2018 will be 4 million. Other brands only share the envy of the public, but those expensive luxury niche brands, but also to stay at the moment, because the public's "understanding" has been extended to the sports car market.

Recently, the first championship carnival was unveiled at Audi's Shanghai Audi International Circuit. The event was jointly developed by Volkswagen, Audi, Bentley, Bugatti, Lamborghini and Porsche's six major auto brands to promote sports car and sports car culture. Development in China. Su Weiming, member of the board of directors and executive vice president of Volkswagen Group (China), said: “We have gathered six brands together to use the 'Chinese sports car project' as a platform to open an era that belongs to the sports car in China.”

After several consecutive months of competition, the four brands of Volkswagen Scirocco R Cup, Porsche Carrera Cup Asia, Lamborghini-Bamboer Super Trofeo Challenge and Audi R8 LMS Cup finally greeted the championship carnival. It came to a close. These well-known independent brand events are sponsored by the Volkswagen brand and their financial strength is evident.

At this championship carnival, Volkswagen China announced that a new event, the Youth Championship Formula Series, will be launched in China next year. The tournament is an entry-level formula competition for the 15th and 25th-year-old Chinese young drivers in Asia, especially China. It will strive to tap potential young drivers in China and provide them with a series of technical services and professional training related to the competition. Its hosting will be an important move for Volkswagen Group to cultivate young drivers in China.

This confirms that Volkswagen's “attack battle” in the racing field has begun. Starting from Chinese young people and nurturing their passion for popular brands in the name of public interest, it will undoubtedly be able to cultivate more reserve forces for the promotion of public brand expansion. Previously, the "Super Racing" game promoted by Volkswagen China has won more than 5.5 million downloads on Apple and Android. It is not difficult to see that Chinese potential consumers like popular brands.

Ma Lannan, director of the Volkswagen China Sports Car Project, said: “In the 1970s and 1980s, the Chinese did not have a deep understanding of the car. At that time, the public did a great deal of investment and now it is the harvest season. Our goal is to rely on the public. Good brand effect, promotion of sports car culture, making China's sports car market bigger."

Ma Lannan told reporters that Volkswagen China has made a large investment in sports car projects and participated in the carnival's six major brands, each of which draws 10% to 20% of the budget to support sports car projects. “The project is not profitable and does not expect to recover a lot of operating income. The public hopes to promote the sales of different brands of sports car products through subtle cultural communication and promotion, so this is a long-term investment.”

According to reports, in addition to the races, the championship racing carnival also features supercar exhibitions and classic car cruises held at various brand booths. It is worth mentioning that Ducati, one of the major sponsors of the carnival and Volkswagen's motorcycle brand, also presented wonderful stunts to the audience.

This carnival, the "super sports car gentleman Cup" this is the owner of the game was also formally introduced. It allows car owners to have the opportunity to drive their cars and maximize the performance of the car on the domestic top track. The gentlemen's drivers competed in precision driving, finding the ideal route on the track and stably running the complete game, which was the main theme of the Supercar Genius Cup.

In the minds of many Chinese consumers, VW is a brand with strong technical strength and excellent quality. However, there are not many people who truly understand the public from the historical and cultural perspectives. The Champions Racing Carnival brand "attack" is actually not just for the sports car market. It also tries to impress consumers with racing cars and brand culture. It makes them understand that the masses who are pushed to the altar have many touching feelings. s story.