Study On The Strategic Development Of New Energy Vehicle In FAW-VW

Since Carl Benz invented the world’s first automobile in 1885,the automobile industry has gradually become one of the largest industries in economy after 130 years of development,and has become the pillar industry of many countries’ economy.It plays an important role in promoting economic growth,technological innovation,increasing fiscal revenue,increasing population employment and improving people’s quality of life.However,with the rapid development of the global automotive industry,it also faces many challenges and difficulties.With the continuous increase of car ownership,the annual consumption of oil is huge.As a non-renewable energy,oil once led to an oil crisis.Exhaust gas from traditional automobiles can pollute the atmosphere and cause global warming.New energy vehicles can solve the above two kinds of problems,so the development of new energy vehicles is an important direction of future automobile development.With the rapid development of new energy vehicles in the world,the new energy vehicle companies represented by Tesla in the United States have developed rapidly.Toyota in Japan is the main vehicle company to promote hybrid electric vehicles,and fuel cells are the important development direction in the future.German automobile companies headed by BMW,Mercedes-Benz and Volkswagen Group have also taken electric vehicles as their most important strategy.To this end,China has launched many policies to encourage the development of new energy vehicles,and formulated detailed development paths and objectives in Made-in-China 2025 to upgrade it to anational level strategy.China’s new energy automotive industry began to develop rapidly in 2014,with the rapid development of new automotive forces led by Weilai,Weima,Xiaopeng,and the introduction of intelligent electric vehicles.FAW-Volkswagen has always been ranked in the top three in passenger car market.Under the imperative environment of the development of new energy vehicles,how to continue to maintain the leading position in the automotive industry needs to make detailed and reasonable strategic planning.According to the current development situation of new energy automobile industry and the actual situation of FAW-Volkswagen’s new energy development,this paper analyses the outstanding problems and causes of FAW-Volkswagen’s new energy.Through the PEST model,the external environment is analyzed in detail,and the internal environment of FAW-Volkswagen is analyzed in depth.The SWOT model is used to analyze the advantages,disadvantages,opportunities and threats of FAW-Volkswagen in new energy vehicles,and a combination strategy is formulated.Based on the overall development strategy of FAW-Volkswagen,the strategic objectives and development strategies of new energy vehicles of FAW-Volkswagen are formulated,and the implementation of the strategy is guaranteed by establishing effective strategic control system,organizational process reengineering,technology introduction and independent R&D.