Wu Yingqiu: New Polo does not have to be trendy

In a few days, Shanghai Volkswagen’s new Polo will be listed, and preheating information in various media has been overwhelming. I noticed that the various media reports used the word "fashion cool" in their reports on the new Polo. Although, from the perspective of the new Polo from the inside to the outside to see it as worthy of this evaluation, but I vaguely feel that too much emphasis on Polo fashion, stylish side, for the car's marketing may not be the best choice.

It is often said that to make the right choice, you must first understand three things: who are you? Where do you come from? Where are you going? I have been wondering if the product marketing of auto companies can also apply this idea and come up with some valuable judgments and decisions. This time, the new Polo gave me the opportunity to verify my judgment.

First of all, who is the new Polo? I think this question does not seem difficult to answer. You can just click on the mouse and open a car website. You can see that the new Polo has changed dramatically from the inside to the outside. It is longer and wider. The front face shape is connected to the family features of the current popular products, the body lines are more concise, powerful, and full of movement; the interior is also upgraded, the black interior is decorated with chrome plating, and the material and workmanship are all in full swing. Peer brother golf.

All signs show that it is indeed more "fashion cool." But one thing seems to have been forgotten by us. The new Polo no matter how it revolutionizes it, it is a continuation of the legendary model. It is still the 35-year-old mass-market classic that has sold nearly 10 million cars worldwide; no matter how the new Polo changes, it is not a young one. The company's "Follow the Wind", it is also a pioneer in China to open a fine A0 class car route.

At the end, the most essential feature of the new Polo is "classic."

Second, where does the new Polo come from? Polo is a German car, Volkswagen. German cars are generally associated with vocabulary that is technologically advanced, durable, safe, and well-controlled. In fact, there is another feature that is always forgotten: design classics. Take the public, the Beatles, Golf, Polo and many other models, all generations of change, stretching for many years, but the essence of their design has passed on so far. No matter where you go in the world, what generation of car models you see, you can tell at a glance, this is a Polo.

Originally Qingyuan, the most original charm of the new Polo is also "classic."

Finally, where does the new Polo go? In the eight years since entering the Chinese market, Polo has seen more fashionable, more cool new competitors around, but its status has not been replaced by these newcomers. This in itself shows that Polo does not rely on fashion to win. Based on the performance of 500,000 vehicles, Shanghai Volkswagen's expectations for the new Polo are by no means simple.

Looking into the future, the ultimate goal of the new Polo is still to create new "classic".

Polo's hometown of Germany is one of the birthplaces of classical music. The works of Beethoven, Bach and Brahms are regarded as classics in the world. In the past over two hundred years, how many popular musics were eliminated by time, but these classic works It still maintains a strong vitality. Today, listening to classical music is considered to be a fashion choice. Returning to classics has become another connotation of fashion.

Therefore, the new Polo needs to be more of a self and a classic. Fashion is just a cloud.