First Goal of FAW Volkswagen Changed into Customer First
FAW VOLKSWAGEN Group is the first automaker in China, which always brings us the supreme challenge. Therefore, we have advanced the principle “Provide Customers with Excellent Services”, and pursued the biggest volume and tried to be the best in the industry.
Reporter: Since the end of last year, Chinese auto industry has experienced unprecedented turbulence. It is believed that it is a necessary process for China’s entry into WTO. What do you think of the impact resulting from China’s entry into WTO to the auto field?
Edward Chen: In my opinion, the biggest impact from WTO is that in management philosophy. At present, WTO is widely talked about; when WTO is talked about, its two aspects, advantages and disadvantages, are concerned, though they are seldom learned clearly. The problem is what we shall do. So what is the impact to the auto field, products, mechanism, network or talents? In the aspect of enterprises, I think the biggest impact is that to the management philosophy, which depends on whether we can duly regulate the management philosophy of our enterprises. FAW VOLKSWAGEN Group is the first automaker in China, which always brings us the supreme challenge. Therefore, we have advanced the principle “Provide Customers with Excellent Services”, and pursued the biggest volume and tried to be the best in the industry. I remember in the previous conferences, we stressed that the policy of our factory is EFFICIENCY. During the latest three years, the goal we put forward is “Efficiency First”, while we make the biggest transition, with the goal “Customers First”. In my opinion, the transition is the biggest towards WTO.
Reporter: How do you define “Customers First”?
Edward Chen: We put forward such questions as “Who are our customers? What do they want? What do we have done for them? What can we still do for them?” Because the first letters of these questions are “W” in English, we sum them up into “4W”. In the past, FAW VOLKSWAGEN put forward the principle “Four-wheel Drive”, stressing on product, quality, cost and distribution; under the new situations, we redefine this principle, i.e. “Who are our customers? What do they want? What do we have done for them? What can we still do for them?” We hope that our distributors will deliver these new definitions to the customers across the nation, so as to drive the four wheels of ours, and that we will meet the biggest requirements of our customers by means of “Four-wheel Drive”. The principle is not a simple drive but is composed of four systems, and needs a guarantee for the complete systems. In order to guarantee the complete systems, FAW VOLKSWAGEN needs to deliver the principle to every customer together with our distributors. Every one of our enterprises is seeking who our customers are, so are the CEO and departments. I think our distributors are seeking who their customers are. Have we found the customers really?
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