In the past 2015, for the Skoda brand, it was not a winter that other brands felt. Because in this year, even if the global growth rate is generally low, Skoda achieves the goal of over-million sales for the second consecutive year with its new design language and replacement products. Sales in China rose to 281,700 units, accounting for more than a quarter of Skoda's total global delivery.
But Skoda’s ambitions are not limited to this. On the Skoda brand day held on the 28th, Skoda China President Andreas Hafemann publicly stated that the next stage of the goal is to achieve 1.5 million sales worldwide, and China's share should reach 1/3.
Brand boundaries and breakthroughs
But such ambitions, after all, need to land, the biggest problem facing Skoda China is still the brand. And the biggest rival on the brand, perhaps not others, is the brothers of their own.
Great Leap Forward? Skoda sales in China will account for 1/3 of the world
Since Skoda is officially made in China, its positioning is not lower than that of the public. However, such a concept does not allow most consumers to pay the bill. On the contrary, due to the same platform and similar brand positioning, Skoda is caught in the shadow of the popular brand.
But the new generation of Skoda design language may be able to break such old knowledge. Take the whole new generation of speed as an example. Seeing the sharp shape and the sharp lamp design, in stark contrast with the stability of the eighth generation Passat, Skoda seems to still find a more clear positioning.
What makes me most impressed is the addition of the rear door umbrella slot. This design was previously only available in brands such as Rolls Royce and Bentley. Skoda's leapfrog configuration, although not necessarily adding too much cost, is enough to see its breakthrough in brand boundaries and beyond the ambition and wisdom of the mass brand.
New SUV or breakthrough in the Chinese market
Of course, if you want to support the rapid growth in China, it is not enough to just eat on the face, but also to fight for talent. SUV is undoubtedly a hard indicator that brands can adjust their strategies and adapt to the tastes of Chinese consumers in a short period of time.
According to Han Mai's statement, the SUV strategy will become the top priority of its strategy in China. In 2016, an A+ SUV positioned above Yeti will be the first show in Europe, and Han told Netease that the time to enter China is 2017. At that time, this new car will be formed in the upper and lower formations of Yeti, respectively, to compete in the high-end market.
After the model is in place, Skoda, a 120-year-old veteran auto company, will achieve the largest product line ever, with an increase of seven products.
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