Economic Observation Network reporter Tong Fengliang , as the most important product of the popular brand, Golf has ushered in the domestic market of its eighth-generation product. On November 7, FAW-Volkswagen announced the launch of the eighth-generation Golf. The new car includes four models with two powers of 200TSI and 280TSI, with a price range of 129,800 to 165,800 yuan. Different from the past naming methods of golf models, the eighth-generation domestically-made golf launched this time is called the "new digital golf" by FAW-Volkswagen. The way
names models based on product attributes is rare in the FAW-Volkswagen product naming system. This naming has two meanings. One is that the eighth-generation golf uses "digitalization" as the biggest product feature that distinguishes this generation of products from previous generations; the second is that from the eighth-generation domestic golf, the digital transformation of FAW-Volkswagen begins. When it comes to specific products, more in-depth digital transformation will follow.
According to FAW-Volkswagen's official introduction, the eighth-generation domestic golf comes from the Volkswagen MQB Evo platform. Evo is the abbreviation of Evolution. Therefore, the MQB Evo platform can be understood as an upgraded version of MQB, and its status is equivalent to MLB evo to MLB. The MQB Evo platform is mainly used in Volkswagen's transverse engine layout models. As a brand-new platform,
, a major feature of MQB Evo is that it can carry out all-round electrification and intelligent upgrade of the product. For example, the MQB Evo platform uses automotive Ethernet technology, CAN bus is upgraded to CAN FD, which makes the bus bandwidth from 500K to 2M, and the transmission efficiency of core function modules reaches 100M/s, in order to achieve higher functions of human-computer interaction and automatic driving The auxiliary system laid the foundation. Thanks to this, the ADAS (advanced driver assistance system) and in-car infotainment systems of the eighth-generation domestic golf have been comprehensively improved. Such changes as
are intuitively displayed in the eighth-generation Golf’s all-digital cockpit. The new car has reduced physical buttons, equipped with a digital LCD instrument panel and a central touch smart dual screen, electronic gear lever, and integrated multiple driving information. HUD head-up display system, CNS3.0 interactive interface, etc., greatly enhance the sense of science and technology of the interior, making human-computer interaction more direct and pure. In terms of autonomous driving, it is equipped with the IQ.DRIVE L2+ level autonomous driving intelligent driving control system, which covers multiple driving assistance technologies related to safety, driving and parking.
is fully focused on digital technology, which is the biggest difference between the eighth-generation golf and previous generations. Since the Golf rolled off the assembly line in 1974, it has sold more than 30 million units worldwide, making it Volkswagen's best-selling model. In the Chinese market, Golf has so far achieved more than 1 million sales. But can the eighth-generation golf, which has undergone significant digital changes, continue the myth of the “sacred car” of the past?
In the current domestic hatchback market, golf's competitors include Ford Focus, Buick Hideo XT, Nissan Tiida, etc., and the biggest competitor is the newly launched Honda Civic HATCHBACK this year. Obviously, the eighth-generation Golf has formed a greater differentiation advantage in terms of digitalization and intelligence through a brand-new design, a fully digital cockpit, and a number of new comfort configurations. In terms of power, the eighth-generation Golf continues to be equipped with 1.2TSI and 1.4TSI engines, which is different from the 1.5T engine +48V power configuration on overseas models. This makes some people believe that the Golf is conservative in power, or Will weaken its competitiveness.
However, in terms of sales volume, the past sixth-generation Golf and seventh-generation Golf have always been kings in the A-class hatchback sedan market, and there are still few models on the market that can directly compete with them. The latest sales data show that the FAW-Volkswagen Golf sold 8,495 vehicles in September this year, and the cumulative sales of 64,400 vehicles in the first nine months are still the highest-selling hatchback sedan.
FAW-Volkswagen believes that the new digital golf will attract the attention of young people with its "digital charm". From the perspective of corporate development, the eighth-generation Golf is one of the most representative products since FAW-Volkswagen has promoted its digital transformation. It has important strategic significance for both Volkswagen and FAW-Volkswagen.
It is understood that Volkswagen’s digital transformation began in 2016, when the Volkswagen Group announced the "2025 Strategy", which included electrification andDigitization is an important part. Then in 2018, Volkswagen further proposed that it plans to invest about 3.5 billion euros in a global digital offensive, and plans to quickly build software R&D competitiveness through project cooperation and acquisitions.
Volkswagen’s partner in China, FAW-Volkswagen, has been working hard to promote the transformation of management digitalization and product digitalization since 2019. To this end, FAW-Volkswagen and Volkswagen China jointly established Mosi Zhilian Technology Co., Ltd. The company mainly provides digital services for all Volkswagen brand models produced since 2019; then, FAW-Volkswagen also established a digital brand retail center Volkswagen Space and super APP to promote digitalization in marketing and user experience. In the future, "digitalization" will be further implemented in FAW-Volkswagen's subsequent new energy products. According to FAW-Volkswagen’s plan,
has a sales target of 2.325 million vehicles in 2020, of which the Volkswagen brand’s 2020 sales target is 1.425 million vehicles. In order to achieve this goal, this year FAW-Volkswagen Volkswagen brand has launched three new models including Tanyue Coupe, Tanyue GTE, and the all-new Golf. In addition, the mid-term revision of the Volkswagen CC and the Volkswagen CC ShootingBrake will also be launched this year. Pre-sales started on the 31st, and the car will be officially launched in early December.
According to the sales data of FAW-Volkswagen Volkswagen brand, in September, the Volkswagen brand terminal sales were 128,000 vehicles. From January to September this year, the Volkswagen brand terminal sales volume was 850,700, which is still a long way from its annual sales target of 1.425 million vehicles . And there is no doubt that as FAW-Volkswagen's most important car this year, the new Digital Golf will assume the responsibility of launching the next sales offensive.
