Chapter 052: Differentiated Marketing

In addition to power, there are also some gaps in appearance.

The domestically produced Octavia Travel came out of the 2019 model, and even this 2018 model is more beautiful than the imported Octavia Travel.

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

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

Imported Octavia travel has configurations, almost all domestic ones, and like cruise control, panoramic sunroof, one-key lifting of the whole window, LED daytime running lights, steering headlights, window anti-pinch hand function, tire pressure monitoring function, fatigue driving tips, reversing image, car air conditioning, etc., imported Octavia travel owners can not enjoy at all.

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

In short, with full-time four-wheel drive, comfortable chassis and power, texture, and design are very good imported Octavia travel, it is a pure European crockpot truck.

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

Fang Yuan told the truth, Sun Yanming was not calm on the spot, and some regretted buying a domestic Octavia trip.

"Manager Sun, it's okay. Fang Yuan was relieved and said that we Chinese people buy station wagons and do not go around the world like Europeans, the picture is that the space is large, can be installed, the configuration is high, and it is comfortable, but if you drive it in the city, this domestic Octavia travel can already meet the needs.

When Fang Yuan said this, Sun Yanming felt a little better, and beckoned the three of them to get into the car together and send them home.

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

Liu Liang leaned back in the back seat of the Octavia tour, although the feeling of the leather and fabric seats was average, but this space was obviously much larger than that of an ordinary sedan, whether it was lying down or lying on his stomach, how to toss.

"The station wagon is so good, when I have the money, I'll buy one too. Xu Hong lay on the headrest behind Fang Yuan's seat and asked with a smile, "How much is the Audi RS6 with a bottom of the table 320 and a 000 acceleration of 3.9 seconds?"

"There are more than one million naked cars, and now Audi has learned from Porsche, shouting the slogan of 'no option, no Audi', and if you want advanced configuration, you must choose it. Fang Yuan said seriously, even if you just put an optional package, plus the purchase tax and luxury tax, it is almost two million smaller.

And Fang Yuan told Xu Hong that the Audi RS6 leather is durable, but the car weighs two tons, and it takes 18 oil per 100 kilometers every day, and there is no upper limit on fuel consumption for a car with regular floor oil, and it is possible to consume 40 or 50 liters of fuel per 100 kilometers.

"Ah!" Xu Hong and Liu Liangquan were dumbfounded, not to mention the price of two million, even if the fuel consumption of the minimum eighteen is bad enough, even if they give themselves one for nothing, ordinary office workers like themselves can't afford to drive it.

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

Driving is also idle, Sun Yanming is also very interested in this question, staring ahead without looking back and saying, "It should be counted." ”

Fang Yuan knew that in the General Motors Group, it was clearly pointed out that Cadillac belongs to the high-end brand, Buick belongs to the mid-range brand, and Chevrolet belongs to the low-end brand.

Skoda belongs to the Volkswagen group, but there is no official explanation 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, Seat, which has no presence in China, is not to mention, among the remaining seven car brands, only Volkswagen and Skoda are family-oriented models, and the remaining five are either luxury cars or supercars.

However, Skoda is not very mixed now, and it was not down-and-out back then.

The Skoda brand was founded in 18 (anti-and) 95 years, 42 years before Volkswagen.

Headquartered in the Czech Republic, Mladá Boleslav is one of the four oldest car manufacturers in the world.

In 1924, Skoda introduced the high-end luxury model Hispano-Suiza, which used a six-cylinder engine and had 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 only looked up in front of it.

Therefore, Skoda also has unlimited scenery, and its positioning is more advanced than that of Volkswagen.

Skoda and Huaxia also have a much earlier relationship than Volkswagen, Huaxia has just been established for three years, and the Czech Republic, which belongs to the same camp, presented the Skoda VOS bulletproof car to Huaxia, which was later used as Marshal Zhu's special car, and the research and development of Hongqi cars has also referred to the design of VOS.

However, due to some reasons of the reform of the Czech economic system, Skoda was acquired by Volkswagen, which it looked down on at the time, and became a brand owned by Volkswagen.

At that time, some toothpaste and skin care brands in Huaxia disappeared directly from the Huaxia market after being acquired by foreign brands such as Procter & Gamble.

Skoda after being acquired by Volkswagen is also having a hard time, if it weren't for the fact that Skoda's market share after disappearing would be occupied by GM, Toyota, Volvo and other car companies, plus Skoda's own brand is okay in Europe, otherwise Skoda, which is similar to the Volkswagen brand positioning, would have been humanely destroyed.

In order to prevent Skoda from affecting its own profits, Volkswagen implemented a differentiated marketing strategy and deliberately lowered Skoda's brand image, and Skoda became a test field for Volkswagen.

"Differentiated marketing strategy?" Liu Liang wondered what was going on.

"Let you usually study more, but you don't listen. Sun Yanming, who was driving, hated iron and steel, and taught Liu Liang a lesson, "That is, Skoda's pricing is lower than that of Volkswagen." ”

"Yes, Manager Sun is very right. Fang Yuan said that in order to prevent competition with the Volkswagen Group, in order to highlight that the Volkswagen brand is more high-end than Skoda, and in order to avoid affecting the profits of the Volkswagen brand itself, in the European market, the price of Skoda models is about 15 percent lower than the price of Volkswagen's models of the same level.

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

For example, Skoda's Octavia and Volkswagen's Sutar product positioning is similar, the 2017 Octavia 280TSI and Suteng's 280TSI engines are EA211, Octavia uses Volkswagen's new MQB platform, Sutar is still using the older PQ35, Octavia's configuration is 13 more than Suteng, but Sutar is more expensive than Octavia.

Over time, people automatically think that Volkswagen is superior to Skoda.

The value of the Skoda brand is not as good as that of Volkswagen, and the price is lower than Volkswagen, except for the workmanship of the interior, which does not mean that the quality is lower than Volkswagen, the configuration is lower than Volkswagen, and sometimes 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 Volkswagen?

"I mean, apart from the interior workmanship, in terms of quality and configuration, Skoda is no worse than Volkswagen. Fang Yuan explained seriously, "Because Skoda is the test field of Volkswagen." ”