Super Car Sales System

Chapter 53 Differentiated Marketing
Chapter 052: Differentiated Marketing
In addition to power, there are also some gaps in appearance.

The domestically produced Octavia Travel has been released in 2019, and even this 2018 model is more beautiful than the imported Octavia Travel.

The biggest difference is the front split headlights, which is the most significant difference between domestic and imported.

Secondly, the interior of the domestic Octavia Touring is more beautiful and the configuration is higher.

Imported Octavia travel has some configurations, and almost all domestic ones have them, such as cruise control, panoramic sunroof, one-button lift of all car windows, LED daytime running lights, turning headlights, window anti-pinch function, tire pressure Owners of imported Octavia station wagons cannot enjoy monitoring functions, fatigue driving reminders, reversing images, and air conditioning in the car.

As for maintenance, the four-wheel drive full-time system of the imported Octavia Touring is very common on some domestic models, and the maintenance price is not too expensive.

In short, it has a full-time four-wheel drive, a comfortable chassis and a very good power, texture, and design. The imported Octavia Touring is a purely European pedigree crock car.

The domestically produced Octavia Touring is a small fresh meat with good-looking appearance, many configurations, and low fuel consumption.

Fang Yuan told the truth, Sun Yanming was not calm on the spot, and he regretted buying the domestic Octavia travel.

"Manager Sun, it's all right." Fang Yuan said reassuringly, we Chinese people don't buy station wagons like Europeans to travel around the world, the idea is that there is a lot of space, can be loaded, high configuration, and comfortable, but in the urban area If it is opened, this domestic Octavia travel can already meet the needs.

When Fang Yuan said that, Sun Yanming felt better, and told the three of them to get in the car together, and wanted to send them home.

Liu Liang and Xu Hong sat in the back row with keen eyesight, and took the initiative to let Fang Yuan sit in the co-pilot.

Liu Liang lay on his back in the back row of Octavia Touring. Although he felt average about the mixed leather and fabric seats, the space was obviously much larger than that of ordinary sedans. No matter if he was lying down or lying on his stomach, he could do whatever he wanted.

"The station wagon is so good. When I have money, I'll buy one." Xu Hong lay on the headrest behind Fang Yuan's seat, and asked with a smile, "The 320 you mentioned just now has a zero hundred. How much is an Audi RS3.9 that accelerates in 6 seconds?"

"It's more than 100 million naked cars. Now Audi has also learned from Porsche and shouted the slogan of 'no optional equipment, no Audi'. If you want advanced configuration, you must choose optional equipment." Fang Yuan said seriously, even if you install it casually Optional packages, plus purchase tax and luxury tax, are almost 200 million less.

And Fang Yuan told Xu Hong that the Audi RS6 is solid and durable, but the car weighs two tons, and it uses [-] fuel per [-] kilometers every day, often driving on the floor, and there is no upper limit for fuel consumption.

"Ah!" Xu Hong and Liu Liang were all dumbfounded. Not to mention the low price of 200 million, even the minimum fuel consumption of [-] is bad enough. Even if they were given one for free, ordinary office workers like themselves would not be able to afford it.

"When I have money, I'll buy an Octavia for travel." Xu Hong sat back disappointed, and suddenly thought of a question, and asked Fang Yuan, "I know that Skoda belongs to the Volkswagen Group, so is Skoda a low-end brand of Volkswagen?" ?”

Idle driving is also idle, Sun Yanming is also very interested in this question, staring at the front without looking back, said: "It should be counted."

Fang Yuan knows that in the GM Group, it is clearly pointed out that Cadillac is a high-end brand, Buick is a mid-range brand, and Chevrolet is a low-end brand.

Skoda belongs to the Volkswagen Group, but there is no official statement on whether it is a low-end brand of Volkswagen.

The Volkswagen Group has nine car brands including Audi, Skoda, Bentley, Seat, Bugatti, Porsche, Lamborghini, Volkswagen and Scania.

Excluding Scania, which makes trucks and buses, and Seat, which has no presence in China, among the remaining seven car brands, only Volkswagen and Skoda are family-oriented models, and the remaining five are either luxury cars or supercars. It's incomparable to run in the same discipline.

However, Skoda is not doing well now, and it was not in the past.

The Skoda brand was founded in 18, 95 years earlier than Volkswagen.

Headquartered in Mlada Boleslav, Czech Republic, it is one of the four oldest automobile manufacturers in the world.

In 1924, Skoda launched the high-end luxury model Hispano-Suiza, which uses a 6-cylinder engine and has a top speed of 140 kilometers per hour.

This model was the most expensive car in the world at that time, more expensive than Rolls-Royce, and the public could only look up to it.

Therefore, Skoda also has a bright future, and its positioning is higher than that of the public.

The relationship between Skoda and Huaxia is also much earlier than that of Volkswagen. Huaxia has just been established for three years, and the Czech Republic, which belongs to the same camp, presented Huaxia with a Skoda VOS bulletproof car, which was later used as a special car for Marshal Zhu. Over VOS design.

However, Feng Shui took turns. Due to certain reasons for the reform of the Czech economic system, Skoda was acquired by Volkswagen, which it looked down upon back then, and became a brand under Volkswagen.

Some toothpaste and skin care brands in Huaxia disappeared directly from the Huaxia market after they were acquired by foreign brands such as Procter & Gamble.

After being acquired by Volkswagen, Skoda’s life is also difficult. If it weren’t for the disappearance of Skoda, the market share would be occupied by GM, Toyota, Volvo and other car companies. In addition, Skoda’s own brand is not bad in Europe. Otherwise, Skoda’s brand positioning is similar to that of Volkswagen. Has long been destroyed humanely.

In order to prevent Skoda from affecting its own profits, Volkswagen implements a differentiated marketing strategy and deliberately lowers Skoda's brand image. Skoda has turned into a test field for Volkswagen.

"A differentiated marketing strategy?" Liu Liang was curious about what was going on.

"I ask you to study more, but you just don't listen." Sun Yanming, who was driving, hated iron and steel, and taught Liu Liang, "It's just that the price of Skoda is lower than that of Volkswagen."

"Yes, what Manager Sun said is very correct." Fang Yuan said that in order to prevent rivalry among the same divisions, to highlight that the Volkswagen brand is higher than Skoda, and to avoid affecting the profits of the Volkswagen brand itself, in the European market, the price of Skoda models , which is about 15.00% lower than the price of Volkswagen models of the same level.

In China, Skoda's positioning is also lower than that of the public.

For example, Skoda’s Octavia and Volkswagen’s Sagitar have similar product positioning. The 2017 Octavia 280TSI and Sagitar’s 280TSI engines are both EA211. Octavia uses Volkswagen’s new MQB platform, and Sagitar still uses the older PQ35. There are 13 more types, but Sagitar is more expensive than Octavia.

Over time, people will automatically think that Volkswagen is more advanced than Skoda.

The value of the Skoda brand is not as good as that of Volkswagen, and the price is lower than that of Volkswagen. Except for the interior workmanship, it does not mean that the quality is lower than that of Volkswagen, the configuration is lower than that of Volkswagen, and sometimes it is even better than Volkswagen...

"Why?" Liu Liang was really confused. The price of Skoda is lower than that of Volkswagen. How can Fang Yuan say that its quality is better than that of Volkswagen?
"I mean, except for the interior workmanship, Skoda is no worse than Volkswagen in terms of quality and configuration." Fang Yuan explained seriously, "Because Skoda is a test field for Volkswagen."

(End of this chapter)