LAVIDA LaVida swept the A-class car market.
If the auto show is an Oscar ceremony, then LAVIDA is one of the most beautiful stars on the red carpet that night. As the world’s first car, LAVIDA has undoubtedly become the focus of the Shanghai booth. At the Beijing Auto Show, the appearance and interior of Shanghai Volkswagen LAVIDA left a deep impression on people. The endless stream of visitors around LAVIDA is enough to explain everything.
LAVIDA can be described as scenery at the Beijing Auto Show, so can this new car, which is intended to be the benchmark of China auto market, be as proud as the auto show in the fierce market? According to the analysis of experts in the industry, LAVIDA is likely to adopt the strategy of differentiation in positioning.
At present, the mainstream of the domestic automobile consumption market is the A-class car market, which is mainly divided into the low-end market dominated by 1.6L models and the middle and high-end market dominated by 1.8L and 2.0L models. When Shanghai Volkswagen listed LAVIDA, it is expected that it will first launch 1.6-liter and 2.0-liter displacement models, which will make LAVIDA take all the food and squeeze competitors in the existing market. And in the market segmentation, the formation of differentiated demands.
The first thing to pay attention to is that in the low-end A-class and market, there are not only many models, but also most of them are "sales strategy cars" of major manufacturers. Manufacturers mainly focus on 1.6L and 1.8L models, and they also attach great importance to their sales. Judging from the current situation, new, 08, new and other models will focus on this price range. It is believed that the new models listed this year will have a certain competitive advantage. It is expected that the focus of this price competition in the future will focus on the new Excelle, LAVIDA LaVida and 08 Focus. The stable sales of Excelle brand in recent years and the good sales performance of Fox in 2007 will be subject to the market competition and challenges brought by the launch of LAVIDA by Shanghai Volkswagen. In terms of brand power, there is no brand premium advantage in front of mass brands. In terms of product strength, LAVIDA’s configuration and fine workmanship are slightly higher than those of its competitors. As a differential competition, the 08 Focus is more attractive to younger consumers, while the new Excelle may be more attractive to older consumers. LAVIDA’s styling characteristics are destined to belong to the up-and-down take-all type.
In the mid-to-high-end A-class car market, it is obvious that Harmony is the direct competitor of Shanghai Volkswagen LAVIDA. Among them, Corolla is an unavoidable opponent of LAVIDA, both of which combine dynamic and atmospheric design elements. Many people think that LAVIDA can be said to be the "Corolla" of Volkswagen brand to some extent. Although it relies on its balanced performance and strong brand appeal, at the same time, the Shanghai Volkswagen LAVIDA2.0 model will pose a big threat to the Corolla 1.8. With the advantage of cost performance and comprehensive transformation of appearance and interior design, LAVIDA’s competitive strength can not be underestimated. In addition, sagitar, which belongs to Volkswagen Group, will also be one of LaVida’s competitors. Although it is different in market segmentation, sagitar emphasizes "the feeling of the driver’s car"; LAVIDA LaVida is an A-class car with a wide range of uses, mainly private users. Although the positioning of the two is not the same, it can be predicted that the confrontation between the two is inevitable in the same price range. It’s just that LAVIDA and Sagitar are not in direct competition. Because sagitar has models, the price is quite high. Therefore, LAVIDA’s launch will directly threaten sagitar’s 1.6L and 1.8L models. Such competition is also a manifestation of differentiation.
From the analysis and summary, LAVIDA’s rivals are not idle, not only of excellent quality, but also have a high reputation in the consumer group. However, compared with its powerful rivals, LAVIDA is also valued by the industry. The industry pointed out that as another strength work of Shanghai Volkswagen in the field of new car research and development, LAVIDA is expected to become a shoulder of the A-class car market with its excellent vehicle design and good reputation in product quality and service.
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