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Volkswagen Golf MK VI kicks its fans away in China.
Based on a major failure on Golf MK IV and a Dodge-Away on MK V, did MK VI have a good start in China market?
Although the global automobile market experienced a lousy depression in 2008, most of major automobile producers had accomplished big achievements in China. Volkswagen could be recognized as the brand with biggest sales amount in 2008 in this giant market. In October VW introduced one of their best selling products Golf MK VI into China by cooperating with their Chinese partner: First Auto Work(FAW). 3 months has past after the launch ceremony, and it is widely believed that VW Golf MK VI is in a very disappointing situation and the reputation of this brand is seriously threatened in China.
The reason has nothing to do with the quality of the car itself - in fact Golf has been well accepted by its fans and regular users - before it was launched to the market. But things are changing to the negative side rapidly after MK VI is officially launched to the Chinese market. The reason is due to the incapability and apathetic of FAW.
Usually people who made their orders even before the car is launched to market are the most faithful fans of it. And Golf is not lack of these fans in China. Many of them ordered the brand new Golf MK VI in September even without knowing the exact price of this car in hoping of getting it as early as possible.
But what happened next was a long nightmare. FAW was not able to produce the enough amount of cars, so contrasting to a huge amount of TV advertisements was a long list of waiting orders. Car dealers took this supply shortage as a chance of making fortune and asked their customers for extra money to get their cars. And just at this moment, some functional defects like DSG faults and frozen exhausts cases started to appear.
Mr. A was one of the most faithful fan as we mentioned. Based on a good knowledge background to Golf and PQ 35 platform, he made his order in Sept and was selected as the BBS administrator of Golf MK VI in a major automobile portal website. After a painful and frustrating waiting, he chose to cancel his order and bought a BMW 1 series. He was never the only one who canceled his order, before him half of users on that BBS had canceled their orders. They were not as loyal Golf fans as he was, and there were quite a lot of option besides Golf on market.
The result of losing its core-supporters is getting obvious now: anyone who is planning to buy a car or consulting some one to buy a car has his conclusion now: Golf MK VI is a nice car but may have DSG faults, and besides that, you have to wait for at least half of a year to get this family-wagon, or to pay at least 1000 USD extra money to get it within a shorter time.
Other brands see this needy market and are launching their products at this right time. Buick Excelle XT looks like a rival that is specially made for Golf MK VI, and in fact most of the angrily complaining Golf order owners have shown extreme interests in Excelle XT. There is no doubt that after the official launch in December 23rd, a lot of potential Golf owners will switch their orders to Excelle, in addition to other users who has turned to Mazda 3, Mitsubishi , BMW and other brands, Golf has lost most its core fans, half of potential users, and now we can imagine how many more will change their mind after Excelle would be launched. One thing confusing is that it's been almost three months but FAW still hasn't put Golf KM VI Luxurious mode into market, maybe they will lose most of their top-end customers of Golf MK VI in a short future.
Send your Email to autopress@hotmail.com for more information.
Based on a major failure on Golf MK IV and a Dodge-Away on MK V, did MK VI have a good start in China market?
Although the global automobile market experienced a lousy depression in 2008, most of major automobile producers had accomplished big achievements in China. Volkswagen could be recognized as the brand with biggest sales amount in 2008 in this giant market. In October VW introduced one of their best selling products Golf MK VI into China by cooperating with their Chinese partner: First Auto Work(FAW). 3 months has past after the launch ceremony, and it is widely believed that VW Golf MK VI is in a very disappointing situation and the reputation of this brand is seriously threatened in China.
The reason has nothing to do with the quality of the car itself - in fact Golf has been well accepted by its fans and regular users - before it was launched to the market. But things are changing to the negative side rapidly after MK VI is officially launched to the Chinese market. The reason is due to the incapability and apathetic of FAW.
Usually people who made their orders even before the car is launched to market are the most faithful fans of it. And Golf is not lack of these fans in China. Many of them ordered the brand new Golf MK VI in September even without knowing the exact price of this car in hoping of getting it as early as possible.
But what happened next was a long nightmare. FAW was not able to produce the enough amount of cars, so contrasting to a huge amount of TV advertisements was a long list of waiting orders. Car dealers took this supply shortage as a chance of making fortune and asked their customers for extra money to get their cars. And just at this moment, some functional defects like DSG faults and frozen exhausts cases started to appear.
Mr. A was one of the most faithful fan as we mentioned. Based on a good knowledge background to Golf and PQ 35 platform, he made his order in Sept and was selected as the BBS administrator of Golf MK VI in a major automobile portal website. After a painful and frustrating waiting, he chose to cancel his order and bought a BMW 1 series. He was never the only one who canceled his order, before him half of users on that BBS had canceled their orders. They were not as loyal Golf fans as he was, and there were quite a lot of option besides Golf on market.
The result of losing its core-supporters is getting obvious now: anyone who is planning to buy a car or consulting some one to buy a car has his conclusion now: Golf MK VI is a nice car but may have DSG faults, and besides that, you have to wait for at least half of a year to get this family-wagon, or to pay at least 1000 USD extra money to get it within a shorter time.
Other brands see this needy market and are launching their products at this right time. Buick Excelle XT looks like a rival that is specially made for Golf MK VI, and in fact most of the angrily complaining Golf order owners have shown extreme interests in Excelle XT. There is no doubt that after the official launch in December 23rd, a lot of potential Golf owners will switch their orders to Excelle, in addition to other users who has turned to Mazda 3, Mitsubishi , BMW and other brands, Golf has lost most its core fans, half of potential users, and now we can imagine how many more will change their mind after Excelle would be launched. One thing confusing is that it's been almost three months but FAW still hasn't put Golf KM VI Luxurious mode into market, maybe they will lose most of their top-end customers of Golf MK VI in a short future.
Send your Email to autopress@hotmail.com for more information.