奥迪汽车-7产品培训课件_52页.ppt

* A long time ago, customers only wanted to buy a VW Beetle. In the mid 80ies: Only 9 segments in the car market Nowadays: A totally different situation: Car market is becoming more dynamic and competitive Consequence: Market is fragmenting * Segment development from 1985 to 1992: Increased from 9 to 16 segments * Further segment development: Increased to 24 segments in 1997 New, small segments developed Amongst which was the SUV-segment * Segment development from 1985 to 2001: Increased from 9 to 33 segments Also: Increasement of the SUV-segment Prognosis up to 2005 Tendency increases Up to 40 segments expected The importance of the volume segments reduces Volkswagen will become a full-range-provider that covers all niches. * 2 central body trends: Trend to MPVs (Multi-Purpose-Vehicles) Trend to emotional cars e.g. off-road vehicles and convertibles That is why Volkswagen needs to extend its product range into these segments. The answer to this trend: The new Touareg and the new Touran Will be launched in 2003 Volkswagen will increase its product range to 11 model series with a total of 17 body variants! Suitable offerings for our customers in this tougher competitive environment * 综合各方面情况看，预计未来世界SUV市场将呈现以下特征：①基于燃油价格和可持续发展需要，混合动力车将大行其道；②世界SUV市场的核心仍是美国，日本在高端领域，欧美在顶级车领域的地位还将持续；③世界SUV市场的区域特征仍十分明显，中国经济型SUV、中档SUV的竞争力将进一步增强；④产品的不断创新仍是SUV生产商立于不败之地的法宝；⑤人性化设计、舒适性、个性化将是SUV发展的重要特征；⑥适应现代生活的城市越野车和适合极限越野的越野车将成为SUV市场发展的两大重要方向。 * 综合有关因素看，未来我国SUV市场将呈现以下发展趋势：①中高档SUV市场前景广阔，因为公务用车和部分高收入人群的需求相对稳定；②SUV与中国轿车产业一样，产品价格的不断下调(有些是配置提高后价格不变)和新产品的不断推出将成为企业在激烈的竞争中制胜的法宝；③中国市场具有介于美国和欧洲市场之间的特点，粗旷、豪放、越野性能好的车型与燃油的经济性结合将是SUV下一步发展的重要方向之一；④由于中国经济发展的梯度特征，经济型车仍有一定市场，但SUV价值的回归将迫使这类企业向中高档领域发展；⑤城市SUV的发展将趋于豪华，强势品牌将继续保持很强的竞争力，弱势品牌通过走出去或在二级城市寻求发展将是其成长的重要选择，竞争的最终结果将使几个优势品牌主宰国内SUV市场；⑥中国SUV的“井喷”局面将不再出现，提高供应链效率、完善后市场将是SUV企业竞争力的重要组成部分，而新产品的不断推出将是这个新兴和不成熟市场制胜的永恒利器。 SUV车型简介 保时捷Cayenne简介 Cayenne最早亮相于2002年3月的日内瓦车展。Cayenne家族先后推出了Cayenne S，Cayenne Turbo和Cayenne V6 等车型 出身于以生产跑车著称的保时捷公司，Cayenne虽然身为SUV，设计上应用了很多跑车的元