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Page 1
Weiming Soh
Executive Vice President of Volkswagen Group ChinaSales and Marketing
Volkswagen Brand in China
Page 2
Sales Performance and Outlook
Marketing Campaigns and New Model Launch
Network
Strategy
Training Strategy and Customer Satisfaction Programs
BlueMotionTechnologies
and Think Blue Campaign
Volkswagen Brand China Investor Conference 2010 in Beijing
Page 3Page 3
China has been the key region for the Volkswagen Brand worldwide for decades
Source: Volkswagen Group; Global Insight
CY2009
US
China
Germany
Japan
1%
16%
33%
16%
5%
1%
17%
14%28%
34%
2%
26%
5%
0%
9%
33%
Rest of
Europe
26% 9%23% 12%
Regional distribution of deliveries to customers by brand
Toyota Ford Honda
Page 4Page 4
Passenger Car Market WorldwideJan -March, 2010
Volkswagen Brand WorldwideJan -March, 2010
Now, China is the largest market for the Volkswagen Brand worldwide
13% Brazil
Source: Volkswagen Group; based on deliveries to customers
Mature markets 53%
19%
Mature markets 71%
4% Brazil
China
2% Russia 4% India
33%China
0.2% India1% Russia
Page 5
2009 was a year of “Records”
for the Volkswagen Brand and 2010 is aiming for a new height
2005 2006 2007 2008 20102009
844781
629511
≥ Market Growth
Remark: Sales forecast is based on PO target (10 million total market forecast)
Deliveries to customers
‘000 Units
1,118
Page 6
In Q1 2010, Volkswagen Brand also secured its leading market share position on the Chinese Mainland
Market Share by Brand % (Jan-Mar 2010)
BYD
Nissan
Honda
Toyota
Hyundai
2 Toyota 6.0% 7.7%
4 Nissan 5.8% 6.4%
3 Honda 6.0% 6.7%
5 BYD 5.7% 5.1%
6 Chevrolet 5.1% 3.9%
7 Hyundai 4.7% 6.8%
8 Buick 4.5% 5.3%
9 Chery 3.4% 4.6%
10 Suzuki 2.9% 2.7%
Others 42.2% 37.5%
YTD MS % YTD MS %Ranking Brand
VolkswagenVolkswagen
Buick
Suzuki
Chery
Others
Audi 1.9% 1.9%
Skoda 1.6% 1.4%
Jan-Mar 10 2009
13.7% 13.2%
Chevrolet
Source: Volkswagen Group China; excl. LCVs
1
Page 7Page 7
2007 2008 2009
Santana Jetta
2007 2008 2009 2010
The latest new models have dramatically improved the image of the Volkswagen Brand in the past few years
Sales of Shanghai Volkswagen Sales of FAW-Volkswagen
2010
60%55%
Old models New models
72%80%
56%60%
67% 72%
+Lavida +Golf A6+New Bora+NewPassat LY
+ Tiguan +CC+Touran + Sagitar+ Magotan
Source: Volkswagen Group ChinaRemarks: Average share of old models of SVW and FAW-VW is 24% in Y2010
Page 8Page 8
SVW delivered 568,071 Volkswagen Brand cars in 2009, up 29%
2009
2010
No. 1 sales in China 2009
Passat Lingyu
sales volume > 100,000 units
Polo sales volume > 100,000 units
Utilization of TSI+DSG and EA 888 engine technology
Tiguan LWB launch
Sales
Lavida Santana/Vista
Passat Polo
2009
Touran
Source: Volkswagen Group China
Page 9Page 9
FAW-VW delivered 527,670 Volkswagen Brand cars in 2009, up 35%
2009
2010
Magotan
sales volume > 70,000 units
Sagitar
sales volume > 100,000 units
Golf A6 successfully launched, 60% of which are TSI+DSG models
Launch of Golf GTI and CC
Volume breakthrough on Magotan
1.4 TSI+DSG
Sales
Jetta New Bora
Sagitar Magotan Golf A6
2009
Source: Volkswagen Group China
Page 10Page 10
Volkswagen Import Company (VICo) in China is young, but has great potential
645 2,026 5,015 7,850
11,108
Target
20,162
VolkswagenWorldwide Target
Hungary Czech PolandIndia
Sales volumeas today’s: AustriaUkraine RussiaJapan
Phaeton
Touareg
Scirocco
No. 1
No. 1
No. 2New Beetle
No. 2
Business Startup Accelerate GrowthIndividual, Motorsports, Bluemotion
Infrastructure SetupNetwork, Training, Process, etc.
2004 2005 2006 2007 2008 2009 2010 2011 2012
Source: Volkswagen Group China
Page 11Page 11
Mercedes-
Benz
BMW Lexus Audi VolvoPorsche Bentley Lamborghini
6,937
17,998
7,448
20,811
13,676
6,898
1,69183 175 11 35
Jan
–
Mar 2009
Jan
–
Mar 2010
+159% +179% +283% +145% +193% +78% +111% +218%
2,8112,020
4,954
3,567
3,590
+224%+224%
Volkswagen
3,0833,083
9,9769,976
Source: Volkswagen Group China
Total Import Market +116%
Volkswagen Import China (VICo) has achieved a remarkable growth among the key competitors
Page 12Page 12
By March 2010, Volkswagen Hong Kong reached 10.5% market share (cumulative)
VWHKestablished
4.5% 4.3% 5.5%
7 76
5
2006 2007 2008 2009 2010
9.1%
19.9%
13.2%
11.2%
10.1%
6.1%
4.9%
3.9%
2.6%
Jan-Mar, 2010
10.5%
10.5%
Volkswagen BrandMarket Share in Jan-Mar, 2010
Strategic Challenge forVolkswagen Brand m/s
%
Source: Volkswagen Group China
Volkswagen Brand MS in Q1 2010
Feb.Jan. Mar.
7.5%
11.2% 12.7%
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Competitor 6
Competitor 7
Page 13Page 13
The first worldwide VW city showroom, and the biggest showroom in Hong Kong
Largest Test Drive Initiative ever in Hong KongAggressive marketing strategy
(e.g. Taxi advertisement)
State-of-the-art workshop facility in Tsuen
Wan
Volkswagen Brand made integrated efforts to strengthen its presence in Hong Kong
Source: Volkswagen Group China
Page 14
Sales Performance and Outlook
Marketing Campaigns and New Model Launch
Network
Strategy
Training Strategy and Customer Satisfaction Programs
BlueMotionTechnologies
and Think Blue Campaign
Volkswagen Brand China Investor Conference 2010 in Beijing
Page 15Page 15
Volkswagen Motorsport swept China and scooped 1st and 2nd positions in Macau Grand Prix
Source: Volkswagen Group China
Scirocco Cup Race of Champion Grand Prix F3 Race
Page 16Page 16
Successful TSI+DSG promotion provided a solid foundation to accelerate sales in 2010
Dalian VWED (TSI factory) & Shanghai VWATD (DSG factory)/VWPT (TSI factory)
2009 Event : Discover Volkswagen TSI+DSG in Dalian & Shanghai
Display of cut-away engines
1.4TSI, 1.8TSI and 2.0TSI,
7-DSG and 6-DSG exponentsFull product-line
Factory tour with expertsFirst time visit of VWATD (Dalian) Introduction of TSI+DSG product knowledge & competitive advantages
Test drive with integration of
“200 m Acceleration Game”
to experience power of the engines“Fuel Duel”
game to promote
“minimum fuel consumption”
“TOUCH”“SEE” “FEEL”
“Start of Production”
ceremony on May, 11th, 2010 Dalian factory will produce 300,000Units of 7-speed DSG transmission every year and gradually expand to capacity of 600,000
2010 Event : Production of DSG started in Volkswagen Automatic Transmission Factory in Dalian
Source: Volkswagen Group China
Page 17Page 17
In 2010, the Volkswagen Brand will launch 9 new models/series including CKD and FBU imports
R and R-line models New Phaeton New Touareg /Hybrid
NewPhaeton Oct
Beijing Motor Show
R Strategy
NewTouaregFebJan May CCGTI SepTiguan
LWBJetta A2 FL
Golf GTI Jetta A2 FL Tiguan CC
Source: Volkswagen Group China
Page 18
Sales Performance and Outlook
Marketing Campaigns and New Model Launch
Network
Strategy
Training Strategy and Customer Satisfaction Programs
BlueMotionTechnologies
and Think Blue Campaign
Volkswagen Brand China Investor Conference 2010 in Beijing
Page 19Page 19
Strategic dealer network expansion plan to fulfill volume ambition
Volkswagen Brand dealer
network
expansion
plan
Source: Volkswagen Group China
+200
2009 Future2010 (E)
+600>1,750
>1,150
+85%
950
Page 20Page 20
Volkswagen Brand develops different dealership formats and master plan for China
Source: Volkswagen Group China
4S Dealership (Umbrella Facelift) 4S Dealership (New Build)
City Showroom Phaeton Center 2nd Tier
Page 21
Sales Performance and Outlook
Marketing Campaigns and New Model Launch
Network
Strategy
Training Strategy and Customer Satisfaction Programs
BlueMotionTechnologies
and Think Blue Campaign
Volkswagen Brand China Investor Conference 2010 in Beijing
Page 22Page 22
Volkswagen Brand China will enhance the training infrastructure to meet future challenges
•
Individual Training Strategies
•
Individual Training Standards
•
Locally Developed Programs
Today Future
•
Build the industry leading Training Academy
•
Develop
Management Qualification
& Trainer Qualification
•
Implant Volkswagen Train-the-Trainer standard
& China TtT
certification program
•
National Training Strategies
•
International Volkswagen Standards
•
Localized International Programs
Current Strategy & Programs
Future Strategy & Programs Best Quality
No. 1 Customer Satisfaction
Top-of-mind
Brand Image
Top Performer Attraction/Retention
Source: Volkswagen Group China
Page 23Page 23
Customer Satisfaction China Major Programs 2010 Targets
Major programs have been identified to meet customer satisfaction target
Dealer operation standards and process & audit
Technical and no-technical training
Network development
Dealer commercial policy and incentive programs
Dealer support
457 491 544 592 642
154214 231 266
9590807050
1,978
1,7731,635
1,407
0
500
1,000
1,500
2,000
2,500
0
400
800
1,200
1,600
2,000
350
81
DealerNumber
Official Sales target
VICo
SVW 1st Tier Dealers
2013(E)
SVW 2nd Tier Dealers
FAW-VW
1,648
645
2012(E)
1,463
550
2011(E)
1,323
485
2010(E)
938
1,130
415
2009
Sales1
(‘000)
1,116
Top in Volume Brand
Source: Volkswagen Group China
Page 24
Sales Performance and Outlook
Marketing Campaigns and New Model Launch
Network
Strategy
Training Strategy and Customer Satisfaction Programs
BlueMotionTechnologies
and Think Blue Campaign
Volkswagen Brand China Investor Conference 2010 in Beijing
Page 25Page 25
Volkswagen introduced BlueMotionTechnologies in China
Natural Resources(Oil, Gas)
Increaseefficiency
RenewableEnergies
TSIBlueMotion
Hybrid Fuel CellCNG TDI
DSGTwinDrive E-Drive
Source: Volkswagen Group China
Natural Resources(Oil, Gas)
Increaseefficiency
RenewableEnergies
Page 26Page 26
Comprehensive brand campaign of Think Blue is being launched in China starting from 2010 Beijing Auto show
Source: Volkswagen Group China
Eco-Driving Promotion Advertisement
InternetAuto Show
Model Range Mobile Marketing
360°
Brand Campaign
Page 27
Weiming Soh
Executive Vice President of Volkswagen Group ChinaSales and Marketing
Volkswagen Brand in China
DisclaimerThis presentation contains forward-looking statements and information on the business development of the Volkswagen Group. These statements may be spoken or written and can be recognized by terms such as “expects”, “anticipates”, “intends”, “plans”, “believes”, “seeks”, “estimates”, “will”
or words with similar meaning. These statements are based on assumptions relating to the development of the economies of individual countries, and in particular of the automotive industry, which we have made on the basis of the information available to us and which we consider to be realistic at the time of going to press. The estimates given involve a degree of risk, and the actual developments may differ from those forecast.
Consequently, any unexpected fall in demand or economic stagnation in our key sales markets, such as in Western Europe (and especially Germany) or in the USA, Brazil or
China, will have a corresponding impact on the development of our business. The same applies in the event of a significant shift in current exchange rates relative to the US dollar, sterling, yen, Brazilian real, Chinese renminbi
and Czech koruna.
If any of these or other risks occur, or if the assumptions underlying any of these statements prove incorrect, the actual results may significantly differ from those expressed or implied by such statements.
We do not update forward-looking statements retrospectively. Such statements are valid on
the date of publication and can be superceded.