Study On The Strategy Of Pure Electric Vehicle Development In FAW-VW

Since the 20 th century,with the progress of global industrialization,the automobile industry has also a significant development.While automobile products bring people a convenient life,there are some common challenges and problems in the world: energy crisis and environmental pollution.How to find the transformation of the automobile industry,the direction of energy change and the sustainable and effective reduction or elimination of carbon emissions has become a global issue.Under such a background,new energy vehicles mainly based on hybrid power technology and pure electric power technology gradually mature;while hybrid power vehicles can only reduce fuel consumption and cannot fundamentally solve the problem due to the limitations of the technology itself.This has helped the pure electric vehicle technology gradually become the future development direction of global new energy vehicles.In the United States,the pure electric enterprises led by Tesla developed rapidly and became the global leader in electric vehicles within a few years,with the market value far exceeding that of General Motors.Toyota,Mercedes-Benzes,BMW,Volkswagen and other internationally renowned car manufacturers are also following the trend of pure electric vehicles to make strategic plans for the development of electric vehicles.The Chinese government has also put forward the "Made in China 2025" strategy from a comprehensive and long-term perspective at the national level,which points out the direction for the development of China's new energy vehicles and has introduced a series of subsidies and duty-free industrial policies.Traditional domestic automobile manufacturers have been transformed into the field of electric vehicles,and new forces have emerged such as Li Xiang,Wei Lai,Xiao Peng and Weimar.Relying on the advantages of Internet thinking and capital,they have quickly launched electric vehicles and formed certain competitive advantages.And with the rapid development of pure electric vehicle technology,there is a momentum to change the century-old automotive industry pattern.Founded in 1991,Faw-Volkswagen is one of the most successful automobile joint ventures in China and has been a leader in the field of passenger vehicles for many years.It has enjoyed a good development momentum and won the national sales champion in 2019.However,its development in the field of new energy vehicles lags behind seriously,and the performance of continuously launched pure electric models lags far behind that of competitors,with a mediocre market performance.Faw-volkswagen ranks last in the 2019 national double-point ranking of automobile manufacturers released by the Ministry of Industry and Information Technology in 2020.With the tightening of China's new energy automobile industry policy,how to achieve transformation in the environment of rapid development of new energy vehicles driven mainly by pure electric vehicles and maintain the leading market position and advantage is the main task facing FAW-Volkswagen.Based on the overall development trend of pure electric vehicles at home and abroad and the development status of the industry,this paper compares the development status of pure electric vehicles of FAW-Volkswagen,summarizes the main problems it faces now,and analyzes the causes.Then,according to the PEST model and porter five models of FAW-Volkswagen external macro environment and industry environment to conduct a comprehensive analysis,combining Faw-volkswagen company internal electric product development present situation,to continue the Faw-volkswagen in pure electric vehicle development strengths,weaknesses,opportunities and threats of SWOT analysis and the summary,and combined with strategic portfolio constructed in the 4 different strategic direction.Finally,combined with the overall 2025 strategy of FAW-Volkswagen,the development strategic target and specific strategy of pure electric vehicles of FAW-Volkswagen are formulated,and the intensive strategy and vertical integration strategy are specifically selected in the direction of enhancement strategy.Finally,in order to cooperate and guarantee the smooth implementation of the strategic path,the necessary safeguard measures are given from the aspects of fund guarantee,organizational structure optimization,and team construction and so on.The FAW-Volkswagen pure electric vehicle development strategy research can provide a reference for Faw-volkswagen company overall development in the future and help,make its can seize the car new modernization transformation of new opportunities,to speed up the development speed and scale of the pure electric vehicles,the effective layout the future market,the domestic new energy in the overall market to maintain the competitiveness of the products and brands,sustained and healthy development of the power enterprises implement the overall strategy of 2025.