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“新车死亡谷”效应加剧，大众安徽维持高频产品上新节奏
This article reports on Volkswagen Anhui's strategy to cope with the 'new car death valley' in the new energy vehicle market: maintaining a high-frequency launch rhythm, adopting a focused approach, and reviewing lessons from the ID. UNYX 08's failure. Follow·
Yesterday·1270 words (about 6 min)
AI Summary & Key Points
Summary
The article focuses on Volkswagen Anhui's product and marketing strategy in the context of intensifying competition in the new energy vehicle market. The reporter interviewed Liu Zhanshu, CEO of Volkswagen Anhui's Digital Sales and Service Company, who pointed out that the industry is experiencing a 'new car death valley' effect—new car launches quickly lose momentum, and sales life cycles have shortened significantly. In response, Volkswagen Anhui maintains a product launch cadence of every two to three months, launching the ID. UNYX 09 in October and facelifted ID. UNYX 06 and 07 models in November. The article reviews three reasons why the ID. UNYX 08 fell short of expectations: piling up selling points left no memorable impression, scattered marketing resources lacked a breakout event, and complicated user benefits were costly while being barely perceived by users. Based on these lessons, Volkswagen Anhui has shifted to a focused approach, pricing based on actual transaction prices at dealerships and simplifying benefit packages. The article also mentions that tight supply of chips and PCB boards is constraining production capacity, and that the brand is easing delivery pressure through points compensation and vehicle trade-in programs. It also points out channel weaknesses such as an insufficient number of dealerships and only 55% penetration in first- and second-tier cities.
Main Points
* 1. The 'new car death valley' effect is intensifying, making it increasingly difficult for a single model to sustain strong sales.
After an initial burst of hype at launch, orders and buzz quickly decline, the sales life cycle shortens dramatically, and automakers are forced to adjust their product rollout rhythm.
* 2. Volkswagen Anhui maintains a product launch cadence of every two to three months.
The ID. UNYX 09 will launch in October, followed by facelifted ID. UNYX 06 and 07 models in November, using continuous product and communication actions to keep buzz in peaks and troughs rather than constantly creating new parabolas.
* 3. The ID. UNYX 08's failure stems from piling up selling points, lacking a breakout event, and having overly complicated benefits rules.
Too much information leaves the car without a memorable impression, marketing resources are scattered and fail to create a breakthrough point, and complicated benefits are hard for even frontline sales staff to explain, resulting in high costs and low user perception.
* 4. New models adopt a focused approach and are priced based on actual transaction prices.
It abandons the broad, multi-selling-point marketing approach and focuses on core product strengths and key high-sales cities, aligning with the current rational consumption trend.
* 5. Supply chain constraints limit capacity release, and the brand responds with points compensation and trade-in diversion.
Tight supply of chips and PCB boards delays the production ramp-up to September and October, while waiting points compensation and vehicle trade-in programs help ease user churn and delivery backlogs.
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原创 武子晔 2026-08-07 23:25 上海
2026.08.07
本文字数：1266，阅读时长大约2分钟 **作者 |**第一财经 武子晔
随着国内新能源市场竞争加剧，行业出现“新车效应死亡谷”现象，即新车上市短期热度拉满后，订单、声量随即快速回落，新产品的销售生命周期大幅缩短，依靠单款车型持续走量越来越难。汽车新品扎堆迭代下，车企不得不调整产品投放节奏。
近日，大众汽车（安徽）数字化销售服务有限公司CEO刘展术向记者表示，“新车效应死亡谷”现象是当前市场客观存在的规律，电动车越来越像手机，手机一场新品发布会基本能吃掉60%～80%的销量，汽车是大宗消费品，销量占比没这么高，但销售曲线趋同。“这条抛物线下来后，要从营销上思考节奏的问题，需要不断通过产品和传播，让声量呈现波峰和波谷的情况。”
刘展术称，大众安徽维持每两至三个月的产品上新节奏，10月将推出全新智能纯电轿跑与众09，11月同步迭代06、07改款车型。“这样可以用产品和营销动作去缓解这条抛物线，而不是不断创造另外一条抛物线出来。”
在激烈的市场竞争下，产品成败在很大程度上决定了品牌的生存空间。“在我力所能及范围内，07和06必须成功，否则没有退路。”刘展术表示。今年是大众安徽关键产品战略落地的一年，目前已推出新款与众06、与众07和与众08三款产品，覆盖10万～25万元主流家用纯电细分市场。06和07均基于CEA电子电气架构，其由大众和小鹏联合开发、专为中国市场打造，这两款车均处于10万元～15万元市场，与众08起售价则在20万元以上。
作为今年最先推向市场的与众08，其市场表现未达预期。刘展术告诉记者，08上市后进行深度复盘，一是产品上市时卖点堆砌过多，想输出的信息太杂，反而使整车没有记忆点；二是传播缺少引爆声量的核心事件，营销资源四处分散，没有集中打造爆点，产品很快被海量新车信息淹没；三是用户权益规则繁琐，甚至一线销售也讲不清楚，导致权益投入成本高用户感知低。
基于此前的市场教训，大众安徽调整了打法，新品采用聚焦式打法，舍弃以往全面铺量、多卖点堆砌的粗放营销，聚焦核心产品优势与重点高销城市集中突破，降低资源浪费，提升转化效率。在06和07的新车上市发布会上，直接按照终端实际成交价来进行官方定价，同时摒弃繁琐宣传与复杂权益包装，贴合当下理性消费趋势。
不过，受制于芯片、PCB板等零部件供应链紧张，与众07产能释放节奏受限。刘展术称，车型产能将在9月、10月集中完成爬坡，针对阶段性交付滞后问题，品牌推出积分补偿机制，用户等待周期越长可兑换积分越多，同时通过车型置换分流的方式，缓解用户流失与交付积压压力，最大程度适配终端市场节奏。
刘展术认为，当前大众安徽在产品营销体系、销售网络体系和运营体系上仍有待提升。其中，网点总量不足，仅为不少主流新能源品牌的三分之一，一二线城市门店渗透率仅55%，目前正在调整。此外，人才资源与流程体系仍需完善。 微信编辑| 苏小 ·联系我们 线索爆料：bianjibu@yicai.com 商务合作：business@yicai.com 推荐阅读
一个人害得全县买不了榴莲，恶意“仅退款”如何根治
 阅读原文Key Quotes
> Once this parabola comes down, we need to think about rhythm from a marketing perspective, and continuously use products and communication to keep the buzz in peaks and valleys.
> Within my power, the 07 and 06 must succeed, otherwise there is no way back.
Tags
New Energy Vehicles
Automotive Industry
Volkswagen
Product Strategy
Marketing Strategy
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