FAW-Volkswagen announced its 2016 sales during the New Year. It has had Volkswagen brand vehicles sold 1,315,188 units last year, 17.3% increased comparing with the 1,121,471 units of 2015.

FAW-Volkswagen met its 25 anniversary in 2016. The Volkswagen brand has launched several new cars like new Magotan, Golf Sportsvan, C-TREK and so on last year.

Multi-Products Strategy Offset the Shortage of Vehicles

The new Magotan and Golf Sportsvan adopted an updated MQB platform, while other models were still produced based on the PQ platform. With only slightly improvement, FAW-Volkswagen’s products still have their shortages restricted by the platform. For example, the new Bora, which hit the market in March 2016 and had a sweeping reform of its appearance, has its wheelbase increased only 4mm to 2614mm, comparing with the 2610mm of the 2008 version.

To get over this, FAW-Volkswagen added the Golf Sportsvan PLUS and a C-TREK crossover. Both of the two cars obtained good market feedback, which also laid an influence on sales. Sales of Golf has reached 213,706 units with the supplement of Sportsvan this year, an increase of 11.2%; and sales of C-TREK has reached 4000 units since listed in November, also a good performance.

Adjustment of Marketing Strategy Ensured the Growth of Sales

Since the speed of products changes has accelerated, the Volkswagen brand has had its competitiveness very similar with the competing goods, thus it was committed to create a brand closer to people.

Privilege of FAW-Volkswagen’s products in 2016 has increased, since the product cost was reduced with the adoption of new platforms and giving more privileges will help to promote the sales. In this case, Sagitar and Jetta kept their position as the top 3 of monthly sales in their segments respectively; Magotan also played an important role in B-level vehicle market. So it is easy to understand why FAW-Volkswagen achieved a 17.3% sales growth in 2016.

It will be a more competitive year for auto market in 2017, FAW-Volkswagen is expected to have a better performance this year.