Research On The Development Strategy Of FAW-Volkswagen Automobile Co.,Ltd. Under The Background Of “Carbon Peak And Neutrality”

In recent years,the process of economic globalization has been accelerated,which has brought the crisis of energy shortage and climate changes.Carbon peak and carbon neutrality have gradually become a global consensus.China also proposes to strive to reach the peak by 2030 and strive to achieve carbon neutrality by 2060.Based on this,the country has further introduced a clear program for the automotive sector,proposing to accelerate the development of new energy vehicles(NEV)and other strategic emerging industries.Riding on the significant benefits of domestic policies,as green and low-carbon life becomes more popular,domestic NEV sales continue to rise.2022 is the first year of the new energy vehicle market explosion.BYD,Nio,Tesla and other car companies have emerged to overtake the market.FAW-Volkswagen,as a joint venture brand loved and recognized by Chinese consumers,has been cultivating the domestic market for more than 30 years and has realized a layout with "five production bases and six car plants",with more than 30 models of three brands,namely Jetta,Volkswagen and Audi.With the development of new energy and intelligent network technology,FAW-Volkswagen has also brought VW ID series NEV cars and AUDI e-tron series NEV cars to the market.But the current sales don’t match the expectation yet.The starting point of this article is how to give full play to the company’s advantages and achieve sustainable development under the current internal and external environment.This article takes the current domestic and international consensus on the goal of "carbon peak and carbon neutrality" as the background,combines the production and operation situation of FAW-Volkswagen,the current situation of domestic passenger car market development and other information,and uses PEST and SWOT analysis methods to make a comprehensive analysis of FAW-Volkswagen’s development strategy under the carbon background.The strategic plan in the direction of Strength-Opportunity(SO)is finally determined,and the short-and medium-and long-term planning goals of FAW-Volkswagen are proposed: to strengthen the marketing of existing NEV products,to create a best-seller model for FAW-Volkswagen,and to promote sales with star-products;to follow national policies and social development trends,to seize under-markets,to broaden customer channels,and to improve delivery efficiency;to improve the incentive mechanism for employees.FAW-Volkswagen will adhere to the concept of decarbonization in green production field,incorporate decarbonization into the strategic framework,enrich the layout of NEV products,and promote digitalization and intelligent network connection transformation and upgrading.By the strategic implementation,measures are proposed to develop low-carbon materials,improve material utilization rate and reduce energy consumption,take the company’s digital transformation office as a guide,take the smart factory digital transformation project as a carrier,make simultaneous efforts in multiple fields,improve the layout of new energy products and gradually promote the transformation of all factories to pure electrification.And the strategy will be guaranteed to be implemented through the organization system,talent system,technology and capital support.We hope that the research in this article could help FAW-Volkswagen adapt to the development of the current situation,bring more comfortable product experience to customers,bring greener office environment to employees,set environmental protection benchmarks for the industry,promote environmental protection in the automotive industry,and support the construction of national ecological civilization and the realization of the " carbon peak and carbon neutrality" goal.