volkswagen-3
上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
POLO NB Print — DNA
Headline: The future has always been shaped by powerful personalities
SAIC-Volkswagen Sales Co.,Ltd. Marketing -37-
上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Total Passenger Car Category Spend by Segment
Compact car the most competitive field Compact car ––the most competitive field
Y 2002
O thers (685M) 36%
Total: 1,883M
Luxur y(198M) 11% High(403M) 21% Other s (1821M) 40%
Y2003
Total: 4,617M
Luxur y(399M) 9% High(562M) 12%
Mid(709M) 15% Compact(428M) 23% Mid(170M) 9% Compa ct(1127M ) 24%
Luxury Audi BMW Benz
High
Middle
Compact Sail XiaLi2000 Citroen Jetta Palio
Passat
Accord Buick Bluebird Red-flag M6
Santana 2000
Citroen Bora Jetta Picasso Red-flag Golf Sunny Excelle
Santana
Polo Gol
Vios Accent Mazda323 Chery Swift Siena
Others Toyota (Other) Ford Volvo Mazda ( Other) Hyundai Chevrolet Others
Sourc e: Ac Nielsen Medi a Res earch
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Polo Promotion Ad
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Chinese consumers in all market segments are price sensitive, however, which is where foreign brands face challenges. A manufacturer that lowers prices risks losing some intangible attributes linked to status. Setting a price that captures sufficient market share without cheapening the brand image presents a hurdle for both existing automakers and new entrants.
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SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
The all new Polo1.6 is launching at full speed.
SAIC-Volkswagen Sales Co.,Ltd. Marketing -40-
上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Invitation to Co-Sponsor The New Polo Rally Racing & Polo Cup in 2004
Shanghai VW 333 Racing Team
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
POLO HB Print —— POLO Rally Championship
Headline: We have proved ourselves for three times
“POLO, the Champion of 2003 China Rally Championship, 1.6cc category”
SAIC-Volkswagen Sales Co.,Ltd. Marketing -44-
上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Shanghai VW 333 Racing Team
China Motor sport’s ‘Dream Team’ China Motor sport’s ‘Dream Team’
The only professional racing team in Eastern China. 2001/ 2002 CHINA National Rally 7 successive National Rally Championship Trophies out of 8 held in the past 2 years. 2 years running, champions of the “FASC Union Cup”- motor sports premium cup in China. Consecutive 2001/ 2002 winner of the “Manufacturer Cup” – honoring high technical support standards.
SAIC-Volkswagen Sales Co.,Ltd. Marketing -45-
上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Our Scoreboard
SANTANA
Shanghai (March 2001) Shanghai (March 2001) ?2L Cup: ?2L Cup: ?S4 group: ?S4 group: ?FASC Union Cup: ?FASC Union Cup: ?Manufacturer Cup: ?Manufacturer Cup: ?Ladies Cup: ?Ladies Cup: Kunming (April 2002) Kunming (April 2002) ?2L Cup: ?2L Cup: ?S4 group: ?S4 group: ?FASC Union Cup: ?FASC Union Cup: ?Manufacturer Cup: ?Manufacturer Cup: Winner, 3rd ,, 4th Winner, 3rd 4th Winner, 3rd ,, 4th Winner, 3rd 4th 2nd 2nd Winner Winner Winner Winner Winner, 2nd, 3rd Winner, 2nd, 3rd Winner, 2nd, 3rd Winner, 2nd, 3rd Winner Winner Winner Winner
Wang Shaojing Wang Shaojing Xu Liang Xu Liang
POLO GTI
Shaoguan (October 2002) Shaoguan (October 2002) ?2L Cup: ?2L Cup: ?N2 group: ?N2 group: ?N group: ?N group: ?FIA APRC N2 group: ?FIA APRC N2 group: ?FASC Union Cup: ?FASC Union Cup: Winner, 3rd Winner, 3rd Winner, 3rd Winner, 3rd 6th 6th Winner Winner Winner Winner
Changchun (August 2002) Changchun (August 2002) ?2L Cup: 2nd, 3rd ?2L Cup: 2nd, 3rd ?S4 group: 2nd, 3rd ?S4 group: 2nd, 3rd ?FASC Union Cup: 2nd ?FASC Union Cup: 2nd ?Manufacturer Cup: Winner ?Manufacturer Cup: Winner
Li Junyi Li Marketing SAIC-Volkswagen Sales Co.,Ltd.Junyi
Wang Rui Wang Rui
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Polo Racing to the TOP
Winner FIA Asia Pacific Rally Championship, Shaoguan Station - 2001 & 2002. Way ahead of the pack- Peugeot 106, Honda EK4, Toyota AE111 & Jetta GTX.
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
For Further Info, Please contact...
Mr. Dietmar Ruselack 021-********
Mr. Langyu Jiang
Mr. Huiming Wang
Tel: 62442188 ext. 2746 Fax: 62443223
SAIC-Volkswagen Sales Co.,Ltd. Marketing
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上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
Customer Magazine
Customer Magazine
Premium magazine for mature males and young “Golden Collar”, who have his own business and enjoy high quality life style, mainly targeting at Passat owners, considering Polo owners as well…
SAIC-Volkswagen Sales Co.,Ltd. Marketing -49-
上海上汽大众汽车销售有限公司 SAIC-Volkswagen Sales Co., Ltd.
? Events – Polo Cup, Polo Rally, Other Racing ? Incentivising service stations. Dealers, corporate team building ? Customer magazine – web-sites, - posm,- trade shows, ? A-B-T as normal (TV, print, Magazine), leveraging motor sports and product PR via radio and other media
SAIC-Volkswagen Sales Co.,Ltd. Marketing -50-