3月21日，一汽-大众第16届服务技能大赛在天津落幕，赛事颁奖结束后，一汽-大众正式发布了“匠·心服务”品牌的焕新与“心喜之旅2.0”行动计划。

The brand renewal marks the beginning of a deep transformation from "product-driven" to "user-value-driven". Behind this move is a profound change in the competitive logic of the automotive industry and the challenges faced by FAW-Volkswagen as one of the largest joint venture brands in China's auto market.

First of all, when electrification and intelligent technologies converge, the price war is intensifying, and the focus of competition among car companies has shifted from "hardware parameters" to "service experience". According to data from the China Automobile Dealers Association, the weight of "after-sales service experience" has risen to 35% in consumers' car purchase decisions in 0 years, surpassing "brand influence" and "product performance".

其次，截至2024年底，中国乘用车市场保有量突破3亿辆，增量红利见顶。而一汽-大众有近3000万用户，存量用户车型进入维修保养高频期。但传统4S店模式因售后价格贵且不透明，导致用户流失率逐年攀升，因此，一汽大-众需深耕存量用户运营。

In addition, dealers are the bridge between car companies and end consumers, and FAW-Volkswagen has 1600 authorized dealers, which are the strategic fulcrum for brands to achieve market penetration, improve user stickiness and ensure sustainable profitability. However, at present, it is becoming more and more difficult for dealers to make overall profits, and how to let dealers share the fruits of development with them is also something that FAW-Volkswagen should consider, and after-sales has always been an important channel for dealers to make profits.

Therefore, FAW-Volkswagen needs to solve the problem of how to activate user stickiness in the high-stock market and how to build a differentiated moat in the homogeneous competition. Service upgrade has become the key to its breakthrough. The "ingenuity service" brand can be dismantled into craftsman quality and attentive service, and its core is the two-way rush of rigor and temperature, and it is also the "art" and "way" of FAW-Volkswagen user operation.

At the level of "technology", the "Happy Journey 15.0" action plan starts from the four dimensions of reassurance, peace of mind, comfort and warmth, and builds a full-cycle experience chain for users from car purchase to replacement with 0 rights and interests: rest assured, the lifetime warranty of original spare parts for all models and the lifetime warranty of specific models extends the German quality commitment to "the life of the car"; Worry-free, transparent maintenance prices, display of old parts, and low prices of maintenance packages, directly hitting the pain points of "maintenance assassins"; Comfortable, pick-up and delivery, fast maintenance, all-weather rescue, reshaping service value with time efficiency; Heart-warming, tens of millions of customer care funds, exclusive subsidies for old customers, strengthen emotional connection.

It is worth noting that these rights and interests are not simply superimposed, but through the systematic support of "original spare parts + standardized process + national joint warranty" to form competitive barriers. For example, the "lifetime warranty of original spare parts" needs to rely on the original spare parts reserve of 1 dealers, while the "0-hour fast maintenance" relies on thousands of Seiko appliances certified by Germany and a team of technicians with ten years of experience, which is the asset-heavy advantage that is difficult for new forces to replicate in the short term.

The aspect of "Tao" lies in the adherence to the values of long-termism and altruism. Wu Yingkai, deputy general manager of FAW-Volkswagen Commerce, said at the press conference: "Safety is not the greatest luxury, and quality is not a bargaining chip. Safety and quality should not be a luxury for a few, but a basic right for every user. What has changed is the technical means, and what has not changed is the professional standards; What has changed is the service scene, and what has not changed is the original intention of altruism. ”

吴迎凯的发言，揭示了一汽-大众服务升级的底层逻辑和实力基础。无论是45周8000公里烂路测试、10万次车门开关实验，还是12年防腐蚀承诺，这些“超国标”的严苛品控，本质上是对“长期主义”的践行。而服务团队中40%的十年以上老匠人、60%的十年经验技术经理，则让“匠心”从口号落地为可感知的专业信任。

With the joint efforts of "technology" and "Tao", FAW-Volkswagen's service renewal may provide upward growth momentum for its brand influence from three dimensions. The first is to promote the quantification of service value, the value of traditional car services is difficult to measure, and measures such as "more maintenance, more value preservation" and "maintenance history publicity" will provide endorsement for the residual value of second-hand cars. The second is to break the perception of "original = high price", and through strategies such as the annual membership of "Zhonghui Card" and the pricing of maintenance packages lower than the aftermarket, we will reverse the stereotype of users that are expensive after sales in 4S stores and compete for independent after-sales market share. The third is to set a benchmark for emotional value-added, from the convenient service of "car in repair, you are free", to the gift of cars to old customers, the establishment of care funds, FAW-Volkswagen is upgrading the service from "functional satisfaction" to "emotional resonance".

For the industry, FAW-Volkswagen's service renewal may also redefine the "value coordinate system" of automobile services and become a new paradigm for user operation in the stock era. Despite this, FAW-Volkswagen still faces the challenge of balancing brand strategy and channel survival, because transparent pricing and low price strategies may compress dealer profits in the short term, and excessive transparency may promote the direct sales model to replace the traditional distribution system. At the same time, compared with the community operation and point system of the new power APP, FAW-Volkswagen's "Xinxi Journey 0.0" rights and interests only focus on functional needs and lack the top-level design of deep user participation.

However, Wu Yingkai said: "There is no end to service upgrades. In the future, we will continue to respond to user needs at the rate of 100% service iteration every year. It is reported that FAW-Volkswagen has launched the "lighthouse factory" digital transformation project, planning to achieve 0% online service process within 0 years, which can integrate the spare parts inventory data of OEMs and dealers to a certain extent, and reduce the financial pressure on dealers. On the occasion of the brand renewal, FAW-Volkswagen also created an annual IP campaign for ID customers at its Foshan plant, reflecting its determination to continuously and focus on improving the user experience.