课件介绍lavida derivat定位.pptx

LavidaDerivatPositioning

ProductoverviewMorethanbothnotchandhatch!–LavidaDerivatanswersthetrendinautobodystylediversity

With‘Morethanahatch’propertiesLavidaDerivatis

readyfortheprospectedshiftinbodystyledistribution63%37%Sedan15%4%18%HatchMPVSUV201255%45%17%6%22%HatchMPVSUV2018OtherDatasource:VGCPR62TotalMarketandSegmentbase30.01.2013AsuccessfulLavidaDerivatpositioningas‘Morethanhatch’willhelpcreateaunique‘DerivatHalo’whichwillbebeneficialforsubsequentSantanaDerivatmarketentrytoo.SedanOtherProjectedtotalmarketgrowth42%Projectednon-sedanmarketgrowth72%Chinatotalmarketsize:

13.503tsd.unitsNon-Sedan:4.996tsd.unitsChinatotalmarketsize:

19.200tsd.unitsNon-Sedan:8.640tsd.units

‘Morethanahatch’-productpropertieswithlifestylerelevanceProgressivedesignLifeenhancingtechnologyTirepressuresensorCorneringlightsESPwithHHCRainsensorSafetyandcomfort

whereeverlifetakesyou8speakersoundsystemAutomaticAC,sunroof,heatedseatsTrendsettingFastbackbodystylewithelegantstylingandrepresentativesizeimpressionIntroducinguniqueVariantflavortoitssegmentStyleandposture

forbusinessandleisureSegmentleadingsize,Volkswagen’sGermanengineeringDNA(TSI,DSG,lowfuelconsumption)andafullpackageofinnovativefeatures(Sidecurtainairbags,ISOFIX,…)serveasfundamentforourproductidentity.MeaningfulsizeforlifebeyondbusinessMaximize

yourlife

experience!“LiveforLife.”Length:4453mm/Trunk:420lMulti-functionalandpracticaldesign

CustomerdevelopmentsWithjoy,versatilityandlifestyleinsteadydemand–LavidaDerivatistheaffordablecarforamodern,yetsubstantiatedlifestyle

LayeredLavidaDerivatstandsforamorestylish,refinedyouthConfidentSubstantiatedBeautyshotspending

Source:VC-4,BrandManagementandStrategyLavidaDerivattargetsthemodernVersatilityandJoycustomersfascinatingbythehatchbackbodystylelookingf