“Seeing him from Zhu Building, seeing his banquet guest, seeing his building.” FAW – Volkswagen “Zhu Tower” started in 2018, in just two months, the price of the VW race is fast and solder, and in September 2019, it officially broke 20,000, surpassed the Volkswagen Tiguan series, Become the highest sales in the Chinese market, “banquet guests”.
Unfortunately, the good scene is not long. Since the second half of last year, the exploration of the Yue has the trend of “building”.
The multiplier data shows that after the sales of the Yue in November, they fell all the way, and April this year There is only 4,525, and the accumulated sales in January-April is 3,4738, and the year-on-year decline is 4%. As a comparison, CR-V sales of CR-V in the past and explorer have been in love with 2,3866, this year’s accumulated sales exceeded 96,000 vehicles, is nearly 3 times the exploration of Yue, the year-on-year increase is more than 112%, but the entire SUV market The increase of 45.8 percentage.
In the context of the overall sales of the market, however, the scenery of the scenery in the first half of last year will quickly drop the bottom of the valley?
Granular capture, the quality crisis of the Yue
From 2019, the Volkswagen SUV has been tangled by quality problems. According to the complaints of the car quality network, there is a series of failures of the unluckwalk of the exploration of the Yue, the abnormal gearbox and the wiper failure, the engine abnormal sound, and the light water water.
At the beginning, the owners of these small problems can also be barely endure, but the quality of the underlying quality of the engine will extend to core components such as engines. First, an explore 330TSI owner reflects: I just bought a car, and the normal driving consumption is about 8L. But in recent time, the fuel consumption suddenly doubled, and even more than 20L of 100 kilometers, and the power is a discount, automatically start and stop. The function also invals.
The experience of the above owners is not an example,Many FAW-Volkswagen Volkswagen, the particle capture device is quite common. Most owners have encountered a substantial increase in fuel consumption. The power drops, automatic start and stop failure, the recommendations given by the 4S shop are also surprisingly consistent: more Run high speed.
As of April 2021, the exploration of the Yue has gone on the list of complaints for three consecutive months, and the number of complaints in the month is up to 203, which is the second place. The cumulative failure reaches 1821. Among them, only 1063 cases of the engine failure 2020 explorers (data from the car quality network). It is also a wide range of quality crises in this outbreak, and the sales of explored Yue has fallen sharply, and all the problems are on the particle trapping (GPF).
First analyze FAW-Volkswagen GPF why the quality crisis will be built.
This should be said from the emission regulations. In recent years, with the growth of the well-died of domestic auto production, the change in emissions regulations also entered the expressway, and its China’s five liters Six only used three In the year, the Said B is higher than the Euro Six Standard. For some foreign-invested car companies, the engine emissions in China have basically been “desperately struck”, and the programs that have been mature and even eliminated will meet the regulatory requirements. But with the introduction of Six B, it is not necessary to meet the latest technology.
In particular, new regulations increased the limitations of the number of discharged particles, which is a big problem for many car companies. They either change the engine, fundamentally reduces the number of emissions particles, such as Toyota TNGA 2.5L self-suction, it will move the exhaust manifold, enhance the cooling capacity of cylinder head, and use a new catalyst design, lowered The number of particles, but this program is costly.
Either use of the expense, the 330TSI of the exploration is equipped with a GPF, which is equivalent to adding a filter mask to the exhaust pipe, collecting these particles, trying to achieve a cycle through the “regeneration” function of the particle capture. Filter, no longer emissions to the outside world. The problem is that the frequent acceleration of the daily city commute road condition is facing the “regeneration” in time, causing the particulate matter to block the exhaust pipe, and the exhaust is not smooth, the engine is not normal, the fuel consumption is increased, the power is increased . 
Of course, in the discharge, more than FAF-Volkswagen, BMW is also one of the large-scale applications of GPF, but BMW’s cleaning of GPF ” “The mechanism has been technically optimized, and the capture is not easy to block.
So in essence, the quality problem of exploring the outbreak of the Yue is very likely to be technically expelled, and the results of stealing and decompose. For VW fans, the owner, FAW-Volkswagen technical discussion, indifferent Chinese consumers are really cold; and for exploring the potential users, no matter if they want to buy explore, always trigger GPF A series of quality problems concerns, in turn, three, abandon the exploration.
Today, the public “advanced” is no longer?
If it is placed ten years ago, like the “death flashing”, there is a VW’s high-grade radioplane bond, the problem of particle capture can not be, but now it is not. 
On the other hand, the strong rise of the Japanese brand and quickly squeezed the market of exploration.
At 16-24 million main price range in the explore Yue, no matter how Honda is still Toyota, the dual-car strategy is more successful, Honda Cr-V / Shadow, Toyota RAV4 / Wanta April accumulated sales It has reached 38,849 and 24,960, and the former sales is almost twice that of Tiguan L + Explorer.
This ending occurs, and it is gradually to become a main force consumer group 90, which is no longer passionate for the medium-purpose design, but more The more favored the Japanese SUV young, fashionable style; the two-to-explorer’s product advantage is no longer,For example, safety, with RAV4 as an example, the whole system has 7 airbags, standardized brakes, lanes deviation warning and lane remained assist, the main passive safety is leading the Yue. For example, the energy economy, in Toyota THS and Honda I-MMD hybrid, CR-V and RAV4 mixed 100 kilometers of comprehensive fuel consumption is better than the exploration. 
The brand aura is no longer, the product is in the Japanese, and many young users have gave up the Yue in the two choices of SUV, and the two choices of SUV.
Chip crisis, snow adding
Snowy adding, the global chip crisis further affects the sales of explored Yue.
In December 2020, the public said that the impact of the “reficient” will adjust the production of the global core market, and with the further fermentation of the chip crisis, the whole body is moving, enters this year Some factories such as the quarter, the public, Toyota, Ford, etc., due to the shortage of the chip, have to cut the car production, discontinue or reduced production.
As the largest single market in the world, the public is naturally unsaicited. In fact, the collective decline in the Northeast mass produced sales “is deficient” is the main reason, among which the high-end SUV explorer is actually larger.
First we have to be clear, the chip is applied not only to the ADAS high-order assist driving system, which is equally mounted on the body stabilization system ESP like 8 MCU chips. Engine ECU two major modules; second, chip suppliers are not concentrated in one, such as according to IHS research, Accord provides 20 MCUs from 7 suppliers, and Audi Q7 provides 38 MCUs by 7 suppliers, and popular understandings are models. The more chips that are needed, the more chips needed.
Before the mid-to-market, a Volkswagen’s flagship SUV produced an explorer require a large number of chips, and under the chip crisis, the high-end SUV capacity has the utmost effect. This is also why the exploration, the production and sales of anticipants are unlike, and the explorer has fallen sharply.
At the same time, and the VAIC is different, FAW-Volkswagen’s premise in the shortage of chipNext, it is necessary to give priority to the Audi brand with higher bicycle profits, followed by the mass brand.
Summary 
In changing China auto market, there is no eternal “God”, from the initial Old three, to the new three, then to the strong rise of the independent brand today, it has proved that only the consumer interests and needs in the first vehicle enterprise and models can harvest the final victory.
The failure of exploring is in essence, it is in essence, it is not enough to return. In the face of a new, fast iterative Japanese SUV, the change of exploration is still enough to attract more and more pragmatic, not superstitious, 90s Consumer groups, in addition to the new round of quality crisis caused by the cause caused by the incentives, the speed decline, and the impact of the chip crisis on production capacity, the sales of the Yue Yue also decreased.
For exploring Yue, if you don’t look forward to this quality crisis, properly solve it, it is very likely that steps of Pasart.