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Audi 20 19 ended its long-term rule in the luxury car market in China. In 2020, although Audi increased by 5.4% year-on-year against the trend and achieved the best sales volume of 726,000 vehicles in history, in the competition with Mercedes-Benz and BMW, the former boss still fell behind.

Behind the continuous decline of the territory is the great expectation of Audi and Volkswagen for new energy; The SAIC Audi project finally experienced setbacks and ushered in the countdown to landing.

Can 202 1 Audi be ready to go?

Territorial loss

32 years of operating capital in China has become a double-edged sword, and the dissatisfaction of dealers has made it difficult for Audi to ride a tiger.

Almost at the same time as the story of luxury cars plummeting, the frequent turnover of leaders in Audi's China district began. Until March 26th last year, Audi China officially announced that An, who had been the general manager of FAW-Volkswagen Audi Sales Division, returned to China to replace Wu as the new president of Audi China. Audi China's high-level personnel changes have just ushered in the last chapter of the stage.

At the same time, the watershed of the transformation of luxury car market pattern appeared in 20 18. The data shows that although the China automobile market experienced the first decline in 28 years, the luxury car market segment still kept growing. At the same time, however, Audi's strong position in China for 365,438+0 years was also shaken in this year.

At that time, Audi won the luxury car sales champion with the single brand first. But if you count smart, Mercedes-Benz has already surpassed Audi. In the stalemate, although Audi narrowly won, the sluggish performance of dealer satisfaction exposed its crisis in brand maintenance.

According to the "20 18 Survey Report on Automobile Dealers' Satisfaction with Manufacturers" issued by the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce. Audi ranks 2 1 among the participating companies in 4 1, and ranks fifth in the satisfaction ranking of luxury car dealers, behind Lexus, Mercedes-Benz, Cadillac and BMW.

Although the Audi brand kept the first place in those years, the dealers did not reap the matching profits. Compared with Mercedes-Benz and BMW, Audi is obviously backward.

Another set of data highlights the interests sacrificed by Audi dealers in this battle for the top spot. According to the above report, in the average selling price/manufacturer's guide price of the best-selling models in 20 18, Audi ranked third from the bottom, accounting for only 66%, while the figures of Mercedes-Benz and BMW were 94% and 8 1% respectively.

Why did you move out the old data of 202 1? After all, taking history as a mirror, we can understand the key reasons and nodes of Audi's stall in China.

In 2020, in the same list, BMW and Mercedes-Benz are still in the forefront of the list, but Audi's figure has fallen out of the top10; At the same time, according to the statistics of China Circulation Association, in 2020, the average transaction price of Mercedes-Benz bicycles in China was 465,000 yuan, BMW was 405,000 yuan, and Audi was 310.5 million yuan.

In this indicator that reflects the true "gold content" of the brand, Audi obviously cannot win more dealer support than Mercedes-Benz and BMW.

It is easy to share weal and woe. In the period of market uncertainty, the relationship between dealers and OEMs is usually sensitive and fragile. As early as 20 17, the gap between Audi and dealers was exposed by SAIC Audi's project.

Global business accounts for 30%-50%, and the importance of China market to major car companies is self-evident. Just as Daimler is between BAIC Group and Geely Automobile, BMW is extending an olive branch to Great Wall Motor, and Audi also hopes to open up new sources of profit when the ceiling of the stock market is visible.

However, the working capital in China for 32 years has become a double-edged sword at this time, and the dissatisfaction of dealers has made it difficult for Audi to ride a tiger. In the great condemnation, SAIC Audi project has experienced setbacks.

Get ready for

Change coaches to solve problems and turn to electrification.

Personnel is politics.

Seok-Ho Ahn's profound sales experience and friendship background with FAW Audi finally ensured his position as the top leader of China Audi.

In the past two years, the sales performance has been surpassed by Mercedes-Benz and BMW. How Audi can stop the decline, or even turn over against the wind, is the first question before a Shi Hao.

From the simple history, Seok-Ho Ahn can be described as a veteran of Volkswagen, who has served the Audi brand for many years. During his sales work in FAW-Audi from 2005 to 2008, he made Audi the first luxury car brand in the domestic market to cross the sales mark of 6,543,800 vehicles.

Thus, Seok-Ho Ahn's in-depth understanding of China's sales market has a long history. But beyond that, what is more important is the "deep affection" between Anshihao and FAW-Volkswagen.

Although today's luxury car market and even China auto market are not what they used to be, Anshihao's brilliant achievements in FAW Audi have not been forgotten. According to the Securities Daily, since Anshihao turned to FAW-Volkswagen Audi in 2006, he has created the myth of doubling sales in China within three years by coordinating domestic Audi and imported Audi business. According to the data, the sales volume of FAW-Volkswagen Audi in China was only 60,000 in 2005, but when Seok-Ho Ahn left the China market in 2008, the sales volume of Audi in China had doubled to nearly 6,543,800+0.2 million.

Therefore, in addition to the promotion of sales data, the second problem facing Seok-Ho Ahn is the promotion of trust relationship among dealers. This is not only related to the terminal sales, but also restricts whether the SAIC Audi project can break the ice smoothly. Although Audi was recognized by the luxury car market in China earlier than Mercedes-Benz and BMW, Audi, which gained a lot in the first round of joint venture, did not take the lead after the joint venture was further opened.

For Audi, the importance of China market is self-evident. China's sales data has accounted for more than 40% of Audi's global territory. At one time, the rise of FAW Audi provided sufficient impetus for Audi's global performance. Now, rebuilding the joint venture cow must be the key for Audi to further maintain its advantage.

Jia Mingyong, executive deputy general manager of SAIC-Volkswagen Audi Marketing Division, was one of the first members to participate in the negotiation of SAIC-Audi on 20 16. He praised Ann Shi Hao's wisdom and art, which eventually led to the sailing of which Audi.

In addition, in the China market, there is still room for further exploration in luxury car sales and new energy vehicle sales. Especially in the field of vehicle electrification, global car companies have concentrated a lot of investment on this. Audi plays a vital role in the electrification offensive initiated by Volkswagen, and the China market is the most dependent territory of Volkswagen Group. Therefore, the sales volume, profit and technical responsibility of Audi China in the electrification offensive are particularly important.

Fortunately, the situation has improved and SAIC Audi's project is about to land. In addition, Audi's electrification offensive has officially kicked off, and the slogan "all in e-tron" can really show Audi's determination.