·Reconstruction of the mass brand structure: the Chinese market faces the "post-restructuring era"
The Volkswagen Group is brewing a management-wide "earthquake". On July 1st, former BMW purchasing director Herbert Diss officially succeeded Martin Wendern as the CEO of the Volkswagen brand, officially kicking off the personnel change. FRP Pressure Vessel accessories include components like couplings, saddles and straps, retaining rings, O rubber rings, bearing plates, adapters, sealing plates,thrust cone, etc. The accessories can be rated 150Psi, 300Psi, 450Psi, 600Psi, 1000Psi, 1200Psi, and can be side port types or end port types. Accessories for FRP Pressure Vessels FRP Pressure Vessels Accessories,FRP Vessel Fixing Rings,Pressure Vessels Bearing Plates,Pressure Vessels Saddles HEBEI CHENGDA HUAMO TECHNOLOGY CO.,LTD , https://www.chengdapipe.com
The previous news was that Diss’s new time was October 1. “The most likely reason for early appointment is to accelerate the pace of change for the Volkswagen Group,†said a source from Volkswagen.
This is only the first step. After that, the Volkswagen Group will carry out the splitting of four business divisions, the core brand group based on the public, the high-end car brand group based on Audi, and the luxury car brand group based on Porsche. The card bus brand group consisting of Mann and Scania. "Daily Economic News" reporter learned that the original intention of this brand group plan is mainly two points: First, the future power of the CEO of the Volkswagen Group will mainly focus on the financial report review, the management of the product is completely decentralized to the various brand groups, in the future The CEO's choice, or for the financial origin of the current Audi Chairman Steader paved the way; Second, the low profit of Volkswagen as a core brand has become a difficult problem, after the establishment of the brand group, each brand group will increase sharing The cost of the platform, and the most used Volkswagen MQB platform will be quickly profitable. In addition, the enhancement of research and development capabilities is also one of the considerations for brand group splitting.
This structure will accelerate in the second half of this year. As the largest single market in the Volkswagen Group, the Chinese market will be adjusted or focused. In this regard, the current official of Volkswagen China said that it has not received the headquarters information.
Car empire "shuffle"
The early appointment of Diss opened the prelude to the reconstruction of Volkswagen's automobile empire. At the end of last year, Diss joined the Volkswagen Group; at that time, Volkswagen Group said that from October 1, 2015, Diss officially entered the Volkswagen Management Committee to replace Wen Deen as the chairman of the Volkswagen Passenger Vehicle Brand Management Committee. The CEO. Wendern will continue to retain the chairmanship of the Volkswagen Group Management Committee. However, this plan was advanced to July 1 this year. “Emerging markets such as China have entered a low-speed growth, and markets such as North America are still in the incubation period. The slow recovery of sales in the traditional European market is very difficult to improve the profitability of the mass brand.†A person familiar with the Volkswagen Group introduced the reporter.
The reporter learned that Wendeng’s eagerness to deal with the popular brand “hot potato†is one of the reasons why Diss is ahead of schedule. Diss, the new Volkswagen brand CEO is the first change since the position in 2007, which paves the way for the upcoming Volkswagen Group brand division.
In fact, since April this year, after the end of the guilt of Wendeng and the chairman of the former Volkswagen Group Supervisory Board, Ferdinand Piech, he has embarked on a restructuring of the group and formed a four-way decentralization/decentralization system. A new holding company.
As the first step of the brand group plan, on May 4 this year, the Volkswagen Group announced the establishment of the commercial vehicle group (the planned truck and bus brand group). The Commercial Vehicles Group leads the Mann and Scania commercial vehicle brands, which are responsible for the brand's strategy, development, human resources, procurement and other matters, Mannka Bus Co., Mann Latin America and Scania. The company's CEO will enter the management of the newly established commercial vehicle. The Commercial Vehicle Group is managed by Xerox, a member of the management board of the Volkswagen Group, and Wendeng is the chairman of the Supervisory Board.
After the first brand composition, on July 1 this year, the integration of the core brand was put on the agenda. To this end, Wendeng stepped down as the CEO of his own brand, and Diss took the lead in advance. It is reported that the Volkswagen brand group will include Volkswagen, Skoda and Seat, and improving profit margin is an important task of this brand group.
The other two brands that are relatively independent within the Volkswagen Group also entered the integration period. The three brands of Audi, Lamborghini and Ducati belong to the management of Audi's board of directors. It is reported that Chairman Steader is still responsible for this brand group. In addition, Porsche, Bentley and Bugatti will belong to the Porsche brand group, and the combination of Bentley and Porsche is also natural; it is reported that the future Bentley Mushang, Continental, Speed ​​and other models are from the MSB platform led by Porsche.
Changes in the Chinese market remain to be seen after the split brand group, Volkswagen Group's control of each regional market will be decentralized to four wholly-owned subsidiaries. The "Daily Economic News" reporter learned that the four wholly-owned subsidiaries will be fully responsible for the entire process from R&D to sales of the brands under their jurisdiction, and only report financially to the group's board of directors.
As a result, improving profits has become the most important task for each brand. This is a big challenge for the mass-market brand that has been in a low-profit state for a long time. A person familiar with Volkswagen told the Daily Economic News that there are data showing that for a long time, due to the high impact of high research and development costs and low bicycle profit margin, the profit margin of Volkswagen brand has always been less than 3%. “This is also the crux of the Volkswagen’s aggressive promotion of the C-Class strategy in the Chinese market and the cautious strategy of the cheap car.â€
In terms of the C-Class, Shanghai Volkswagen has clearly announced that it will be launched in 2016. The reporter learned that this model is developed by both shareholders on the MQB platform. In fact, improving the use of the MQB platform, especially in large cars with high profits, is a key part of the Volkswagen brand's profit.
Earlier, the reporter learned that the future MQB platform will be promoted within the Volkswagen Group. In the future, all Skoda products will be born on the MQB platform, while cars below the Audi A4 level and SUVs below the Q5 level are also from this platform.
In terms of cheap cars, Volkswagen Group has been trying to experiment with FAW-Volkswagen after many years of discussion. It is reported that the reason why the plan has been honed has been that only large-scale upswing can flatten the platform costs and increase the profit of the mass brand. Therefore, Volkswagen's sales requirements for this model are very high, and it is expected to accelerate its popularity in emerging automobile markets such as India after trials in China.
In fact, after dividing the brand group, the Chinese market is still the key to the Volkswagen Group's efforts to ensure sales and branding. "In the future, the Volkswagen Group's assessment of the brand group is mainly focused on financial reports, which also makes the company's demands for the market change." The above-mentioned people familiar with Volkswagen said that the trend from sales lead to profit will become a trend.
As a result, the sales channels of Volkswagen China's multi-brand models are becoming more prominent. In 2012, Volkswagen China Automobile Sales Company was formally established. At the beginning of its establishment, the relevant person in charge said that the company is responsible for import and sales of the group including Bentley, Bugatti, Lamborghini, Volkswagen, Volkswagen Commercial Vehicle, Seat, Skoda. 7 brands imported models.
However, if the Volkswagen Group completes the brand group division globally, according to the ownership of each brand, Volkswagen China's imported car sales company may face a new round of adjustment. “At present, there is no information on the impact of the brand group adjustment and the upcoming impact of China,†the official response from Volkswagen China said.