Author | Chai Xuchen Editor | Zhou Zhiyu Faced with the trend of new energy electrification and the loss of market share under price wars, joint venture car companies have been "Renovating" their famous cars in an attempt to mount a strong counterattack. On May 30, SAIC Volkswagen's Touareg L Pro was launched. The car, which is said to be "the smartest gasoline car", had been preheated for nearly two months prior to its launch. The launch invited representatives from DJI Car and Tencent Travel, as well as the person in charge of iFLYTEK, all of whom attended in person to demonstrate the strength of its smart driving and smart cabin. As a "meritorious model" of SAIC Volkswagen, Touareg has been synonymous with Volkswagen SUVs for the past 15 years and was once the best-selling joint venture SUV. With a monthly sales volume of nearly 20,000 units for a long time, it occupies a 20% share of SAIC Volkswagen. SAIC Volkswagen hopes that the new Touareg will become a disruptor in the current market, from gasoline car intelligence to a stable price system with value-added buyback policy. In the view of Yu Jingmin, Vice President of Sales and Marketing of SAIC Volkswagen, new energy vehicles still have range anxiety and gasoline cars have an advantage that needs no explanation, but the biggest difference between them and electric vehicles lies mainly in their appearance and intelligence. After fulfilling the core needs of contemporary consumers, this once "famous car" seems to be reborn. Thus, from DJI's advanced intelligent driving solution to iFLYTEK's smart cabin voice assistant, this 200,000 yuan-level SUV brings together the strengths of various parties, aiming to break through the industry's perception that gasoline cars are less intelligent than electric vehicles. The launch of the new Touareg marks the beginning of SAIC Volkswagen's counterattack. In a post-event interview, Yu Jingmin mentioned several times that due to external cooperation and the accumulation of joint venture partners, SAIC Volkswagen's technology center is actually ahead of many independent brands, but unfortunately the rhythm is too slow. The company will now accelerate its efforts to catch up and even surpass in electric, hybrid or gasoline cars. Yu Jingmin revealed to Wall Street News that the new Touareg is the first gasoline car product in the Pro series, which is focused on intelligence, and that the Passat and Touareg Pro versions will also be introduced within the year. While polishing its technology, it is also preparing for the intelligence of its A-class cars. A counteroffensive war ignited by a gasoline fueled chariot seems to be brewing rapidly. But to be fair, SAIC Volkswagen's intelligence still lags far behind new forces such as Huawei, Xiaopeng, and Ideal. At the same time, in the current context where BBA is crazy about price cuts and the BMW electric car at over 180,000 yuan is setting a new industry low price, the 236,800 yuan Touareg L Pro seems somewhat out of step and the counterattack is difficult to achieve. In response to the challenge, SAIC Volkswagen has given a three-year 20% discount buyback plan. Users no longer need to worry about the fluctuation of vehicle purchase costs and second-hand car prices. SAIC Volkswagen locks in the difference between the purchase and final selling prices of users' vehicles, in a move to crack the price war. This also buys precious time for SAIC Volkswagen to speed up product and intelligence catch-up. This is the backdrop of the efforts to win back the former "king" of the Chinese car market.

In today's weather is good. Today's weather is good.

Please use your Futubull account to access the feature.
The launch of SAIC Volkswagen's Touareg L Pro, the so-called "smartest gasoline car", after nearly two months of preheating, was attended by representatives from DJI Car, Tencent Travel and iFLYTEK, who came to demonstrate its smart driving and smart cabin capabilities. SAIC Volkswagen is hoping that the new Touareg will disrupt the current market with its gasoline car intelligence and a stable price system with value-added buyback policy. In the post-event interview, Yu Jingmin, Vice President of Sales and Marketing of SAIC Volkswagen, mentioned that the biggest difference between gasoline and electric vehicles lies mainly in appearance and intelligence. SAIC Volkswagen hopes that after fulfilling the core needs of contemporary consumers, this once "famous car" will be reborn. This 200,000 yuan-level SUV brings together the strengths of various parties, aiming to break through the industry's perception that gasoline cars are less intelligent than electric vehicles. The launch of the new Touareg marks the beginning of SAIC Volkswagen's counterattack. In response to the challenge, SAIC Volkswagen has given a three-year 20% discount buyback plan. Users no longer need to worry about the fluctuation of vehicle purchase costs and second-hand car prices. SAIC Volkswagen locks in the difference between the purchase and final selling prices of users' vehicles, in a move to crack the price war. This also buys precious time for SAIC Volkswagen to speed up product and intelligence catch-up.
Touareg, as a "meritorious model" of SAIC Volkswagen, has been synonymous with Volkswagen SUVs for the past 15 years and was once the best-selling joint venture SUV. With a monthly sales volume of nearly 20,000 units for a long time, it occupies a 20% share of SAIC Volkswagen. In the current context of the industry, SAIC Volkswagen hopes that the new Touareg, with its gasoline car intelligence and a more stable price system with value-added buyback policy, will become a disruptor in the current market.
SAIC Volkswagen is hoping that the new Touareg will disrupt the current market with its gasoline car intelligence and a stable price system with value-added buyback policy. In the post-event interview, Yu Jingmin, Vice President of Sales and Marketing of SAIC Volkswagen, mentioned that the biggest difference between gasoline and electric vehicles lies mainly in appearance and intelligence. SAIC Volkswagen hopes that after fulfilling the core needs of contemporary consumers, this once "famous car" will be reborn. This 200,000 yuan-level SUV brings together the strengths of various parties, aiming to break through the industry's perception that gasoline cars are less intelligent than electric vehicles.
In the view of Yu Jingmin, Vice President of Sales and Marketing of SAIC Volkswagen, new energy vehicles still have range anxiety and gasoline cars have an advantage that needs no explanation, but the biggest difference between them and electric vehicles lies mainly in their appearance and intelligence. After fulfilling the core needs of contemporary consumers, this once "famous car" seems to be reborn.
This 200,000 yuan-level SUV brings together the strengths of various parties, aiming to break through the industry's perception that gasoline cars are less intelligent than electric vehicles. From DJI's advanced intelligent driving solution to iFLYTEK's smart cabin voice assistant, SAIC Volkswagen is hoping to prove that even gasoline cars can be developed in an intelligent direction.
The launch of the new Touareg marks the beginning of SAIC Volkswagen's counterattack.

In a post-event interview, Yu Jingmin, Vice President of Sales and Marketing of SAIC Volkswagen, mentioned that due to external cooperation and the accumulation of joint venture partners, SAIC Volkswagen's technology center is actually ahead of many independent brands, but unfortunately the rhythm is too slow. The company will now accelerate its efforts to catch up and even surpass in electric, hybrid or gasoline cars.

Yu Jingmin revealed to Wall Street News that the new Touareg is the first gasoline car product in the Pro series, which is focused on intelligence, and that the Passat and Touareg Pro versions will also be introduced within the year. While polishing its technology, it is also preparing for the intelligence of its A-class cars.

SAIC Volkswagen's intelligence still lags far behind new forces such as Huawei, Xiaopeng, and Ideal. At the same time, in the current context where BBA is crazy about price cuts and the BMW electric car at over 180,000 yuan is setting a new industry low price, the 236,800 yuan Touareg L Pro seems somewhat out of step and the counterattack is difficult to achieve.

In response to the challenge, SAIC Volkswagen has given a three-year 20% discount buyback plan. Users no longer need to worry about the fluctuation of vehicle purchase costs and second-hand car prices. SAIC Volkswagen locks in the difference between the purchase and final selling prices of users' vehicles, in a move to crack the price war. This also buys precious time for SAIC Volkswagen to speed up product and intelligence catch-up.

SAIC Volkswagen's efforts to win back the former "king" of the Chinese car market forms a grand plan for the next three years with the layout of products, technology, and policy. However, behind all these efforts are embodied the aspirations of this once leading player in the Chinese auto market to recapture its glory.
Under the successive impact of independent brands, SAIC Volkswagen's sales volume in April this year showed a year-on-year decrease of about 22%, with a market share of only 5.1%, further widening the gap with the first-place BYD (16.6%).
The launch of the new Touareg may be a key turning point for the fate of SAIC Volkswagen. Whether this breaking-through battle can be won is of great importance.

The following is a record of the dialogue with Yu Jingmin, Vice President of Sales and Marketing of SAIC Volkswagen, Fu Qiang, Executive Director of Brand Marketing Business of SAIC Volkswagen, and Qian Yang, Senior Director of High-end Car Model Marketing of SAIC Volkswagen (edited).

Question: What are the main pain points for users in the market segment where Touareg L Pro is located? Yu Jingmin: Touareg L Pro's positioning is very clear, with Pro representing the development of gasoline cars towards intelligence. In fact, 81% of households in China currently only own one car, but why are pure electric cars gaining a larger market share? It is because they have a password - the car design is very stylish and the new car itself is attractive, of course backed by intelligence.

SAIC Volkswagen hopes that after fulfilling the core needs of contemporary consumers, Touareg L Pro, this once "famous car", will be reborn with its smart driving and smart cabin capabilities. This 200,000 yuan-level SUV brings together the strengths of various parties, aiming to break through the industry's perception that gasoline cars are less intelligent than electric vehicles.

Mileage anxiety is unavoidable for users who travel long distances, and many still prefer to buy traditional gasoline vehicles. However, these cars are not as intelligent or stylish as they should be. There is a vast market gap and a genuine demand for autos that can meet these needs. We are here to fill this gap.

Fu Qiang: First, gasoline and electric vehicles should be equally intelligent. Through our partnership with DJI, we can now match the mainstream new energy models. Second, gasoline and electric vehicles should be equally priced. As electric cars are not subject to purchase tax, we have reduced the purchase tax by 20,000 yuan during the press conference to match the cost of owning an electric vehicle. Third, our buyback program locks in the enterprise's operational costs while also locking in the car ownership costs for three years, providing peace of mind for consumers.

Q: How was the pricing for the press conference arranged and considered? Yu Jingmin: General Manager Jia directly changed the price during the launch event, and the core behind it was the cost of owning a car.

I used to be responsible for SAIC Motor Corporation's overseas business, and visited various markets worldwide, including developed and developing countries. Everywhere I went, people would ask me, 'What's the price of a used car if we import this vehicle?' I know that the value of a used car determines the actual cost-effectiveness of the vehicle. The difference between new and used car prices is the cost of owning a vehicle, which is the real cost to the user.

This market is undergoing significant changes. Therefore, after three years, we at SAIC Volkswagen are confident that we can offer more attractive products, whether gasoline or electric vehicles, that you will love, and complete our repurchase and replacement program.

Q: Is the repurchase program likely to become the new norm for the industry? What is its impact on price wars? Yu Jingmin: The repurchase program has certain thresholds, and we have made it transparent. Even if we don't explicitly advertise it, it still exists.

A few years ago, SAIC Volkswagen's other excellent car, the Lavida, launched an 80% repurchase replacement policy for three years. The Lingdu is similar. This year, ID.3 also launched a 60% repurchase replacement policy for three years. Tesla followed suit in April, but only offered a 45% repurchase price. This is a response to an industry trend. If we only focus on price, it is no different from bullying. It is not responsible to our customers. You don't need to bargain for the Touareg LPro. We help you lock in the cost of ownership directly.

Q: Will the repurchase program become the new norm for the industry? What is its impact on price wars? Yu Jingmin: The repurchase program has certain thresholds, and we have made it transparent. Even if we don't explicitly advertise it, it still exists.

Several brands previously launched the repurchase replacement policy. The Lavida launched an 80% repurchase replacement policy for three years. The Lingdu is similar. This year, ID.3 also launched a 60% repurchase replacement policy for three years. Tesla followed suit in April, but only offered a 45% repurchase price.

If we only focus on price, it is no different from bullying, and it is irresponsible to our customers. Buying a Touareg LPro does not require bargaining. We help you lock in the cost of ownership directly. Some brands try to monopolize some aspects of the vertical chain, which is doomed to fail. It's not a phenomenon that can succeed in the global market, and it will surely trigger a comprehensive counterattack.

We need to go back to the original point of consumer demand, which is transparent and reliable costs of car ownership. We welcome everyone to join us because it is beneficial to customers.

Today, SAIC Volkswagen wants to fight a liberation war because some brands have a cost advantage in certain verticals and want to crush others. However, such an attitude cannot succeed in the global market and will undoubtedly encounter a comprehensive counterattack from other brands.

Returning to a global perspective, the password for a modern enterprise is its brand because it means that consumers can consume with peace of mind. Sales and marketing are based on the commitment to and delivery of services. The automotive industry is a long-term industry, and all brands are not the result of chance.

Q: Consumers are generally familiar with the concept of the repurchase program, but what makes SAIC Volkswagen's policy reliable? Yu Jingmin: Why do people not react enthusiastically to the repurchase policy? It is because there has been no sustained response. We have been providing continuous responses to these questions.

Currently, we are focusing on the three-year repurchase program. Every year, we introduce new products, whether gasoline, hybrid, electric, or SAIC Audi (we have announced a new ADP platform and will soon launch three new models, with many more in the pipeline behind them). Therefore, better products may be available in one, two, or three years. The cost of owning a vehicle is not just a gimmick. Sales and marketing are based on the promise and delivery of services. The auto industry is a long-term industry, and all brands are not the result of chance.

Q: Will SAIC Volkswagen continue to modernize all its gasoline cars? Yu Jingmin: We are committed to this path. SAIC Volkswagen is a people's brand, and we are laying out plans for gasoline, hybrid, and electric vehicles. The Passat Pro will be launched in September, and the Touareg Pro will be completed by the end of the year.

Sales and marketing are based on the promise and delivery of services. The automotive industry is a long-term industry, and all brands are not the result of chance.

Q: Will SAIC Volkswagen modernize all its gasoline cars? Yu Jingmin: We are committed to this path. SAIC Volkswagen is a people's brand, and we are laying out plans for gasoline, hybrid, and electric vehicles. The Passat Pro will be launched in September, and the Touareg Pro will be completed by the end of the year.

Q: SAIC Volkswagen previously said that it could not compromise the soul of the car, but now it has handed over its intelligent driving features to DJI. Will it continue to follow this path? Yu Jingmin: We are firmly committed to this path. SAIC Volkswagen is a people's brand, and we have plans for gasoline, hybrid, and electric vehicles. In September, the Passat Pro will be launched, and soon after that, three more vehicles will be added. There are many more models in the pipeline. SAIC and Volkswagen can both see the advantages and benefits of cooperation.

YU Jingmin: Market cooperation has always been open, and joint venture companies are also very open. Take the good and leave the bad. In our products, the soul and body should be closely integrated. Moreover, this route requires partners to constantly upgrade and iterate. Otherwise, with such a fast-changing market, how can you fulfill your promises to your users? Product structure wise, the operating income of products ranging from 10-30 billion yuan is 401/1288/60 million yuan proportionally.

Q: What are the difficulties in achieving intelligence on fuel vehicles? Is it expensive to implement intelligence on fuel vehicles?

YU Jingmin: In fact, when users choose vehicles, the first thing they consider is whether they are electric or fuel vehicles, and then which price range to choose. For different price segments, users have different demands for intelligence. It is not easy to truly combine intelligence with user needs. SAIC and Volkswagen have the same advantages and pain points, that is, their engineering culture is very strong. However, the biggest challenge is to return to the real user scenarios and avoid overconfidence. Therefore, I have always been responsible for positioning demand scenarios, finding the origin of user demand and landing them. If we only show off our technology, it will be a double-sided cost and meaningless. While pursuing intelligent experience, SAIC Volkswagen also insists on the practicality and reliability of its products. The only regret is that progress is a bit slow. Therefore, we need to speed up, catch up with, and even surpass pure electric, hybrid, and fuel vehicles.

For fuel vehicles, we did it in the same way. Now, the Chinese market is moving toward new energy, electric, and hybridization, but there is still a lot of demand for fuel vehicles. What we need to do is to go all out and invest our own funds, rather than borrow money to do it. We must ensure the survival of our own company before we can fulfill our promises.

QIAN Yang: Whether it is an electric vehicle or a fuel vehicle, the core problem to be solved is to reduce energy consumption. As Shen, the head of DJI, also mentioned, it doesn't have to be expensive or have strong computing power, because computing power is almost linked with power consumption now. Doing this effectively and well is the most important thing.

YU Jingmin: Branding is a long-term strategy. Beating a competitor today doesn't mean I will succeed in the future. There will be one opponent after another. Our ultimate goal is to win customers and sustain the development of this brand.

A brand must have its own users and brand positioning. The price range of the brand cannot be changed casually, otherwise it will be easier to kill itself. In the Chinese market, customers differ for even 10,000 yuan, our objective is to hold onto our own price point users.

SAIC Volkswagen has always been committed to pursuing intelligent experience, practicality, and reliability of its products. However, we still have a long way to go to catch up with and even surpass pure electric, hybrid, and fuel vehicles.

Q: For fuel vehicles, because of the small battery capacity and the large power consumption of intelligent cockpit and intelligent driving, what should we do?

YU Jingmin: No matter it is an electric vehicle or a fuel vehicle, the core problem to be solved is to reduce energy consumption. Shen, the CEO of DJI, also mentioned that it does not necessarily have to be expensive or have strong computational power, because the computational power and power consumption are almost coupled now. Doing this effectively and well is the most important thing.

Q: Electric cars are cheaper than fuel cars now, does SAIC Volkswagen have any countermeasures?

YU Jingmin: The brand is a long-term strategy. Beating a competitor today doesn't mean I will succeed in the future. There will be one opponent after another. Our ultimate goal is to win customers and sustain the development of this brand. A brand must have its own users and brand positioning. The price range of the brand cannot be changed casually, otherwise it will be easier to kill itself.

Different customers exist even with a difference of just 10,000 yuan in China. Our objective is to hold onto our own price point users. The challenge for domestic brands and joint ventures is a competition that is based on user reputation that forms the brand.

I think the challenge of domestic brands to joint venture brands ultimately belongs to the competition of users, which is a process of forming brands based on user reputation.

I think the automotive market should be full of vitality, and head enterprises will be concentrated but not turn them into oligopoly. If it turns into oligopoly, you will see that all the cars are virtually the same. This certainly is not a better ecological system and is difficult to sustain. Therefore, when we talk about intelligent fuel vehicles or car costs, it is not to grab the limelight or hold the banner. Moreover, we should buy a car according to our preference, not just buy Volkswagen, we may buy an Audi too.