In 2021, although the domestic automobile market suffered from repeated local epidemics, continuous shortage of chips, rising raw material prices and other factors, it still showed a positive growth trend in the end; data from the Association of Automobile Associations showed that in 2021, the domestic automobile market ended three consecutive declines, achieving a bottoming rebound, and the annual wholesale sales of domestic narrow passenger cars reached 21.098 million units in 2021, an increase of 6.7% year-on-year.
Looking at the development trend of the domestic automobile market in 2021, the luxury car market has become one of the main engines driving sales growth. As a leader in the luxury car market, FAW-Volkswagen Audi has achieved high-quality operation under the support of a strong system, consolidated the market base and carried out innovative transformation, which has yielded fruitful results and become a demonstration sample of the transformation of the luxury car market.
The luxury car market is reconstructed, and digital intelligence is imperative
According to the China Automobile Association, the production and sales of passenger cars in 2021 were 21.408 million units and 21.482 million units, up 7.1% and 6.5% year-on-year, respectively; among them, high-end brand passenger car sales in 2021 were 3.472 million units, an increase of 20.7% year-on-year, higher than the growth rate of passenger cars by 14.2 percentage points, accounting for 16.2% of the total passenger car sales, accounting for 1.9 percentage points higher than the previous year.
The industry believes that the growth of luxury car sales is closely related to the improvement of the national economic level; the increase in national disposable income has promoted the continuous growth of residents' purchasing power, and the purchase intention of luxury cars has continued to increase. In addition, the sales growth of the luxury car market and the increase in the trend of consumption upgrading have a clear relationship, on the one hand, the upgrade of the model structure, consumer demand for medium-sized and above models is more exuberant; on the other hand, the price upgrade, consumer car purchase in the consumer price range of more than 300,000 yuan continues to expand, the average annual growth rate of 22% in 5 years, which also brings benefits to the expansion of the luxury car market.
FAW-Volkswagen Audi reached a user size of 7 million units
The luxury car market has become an important engine for the growth of the automobile market, and even in the three years of continuous negative growth of the domestic passenger car market from 2018 to 2020, the luxury car market has maintained an average growth rate of about 11%. At the same time, according to the current development law of the luxury car market, a new state of development is presented, new energy has become a new opportunity highlighted under the status quo of the stock market, automotive products and technologies are accelerating the embrace of networking and intelligence, and digital and intelligent transformation has become imperative.
In this market competition of the new ecology of the luxury car market, as the leader of the luxury car market, FAW-Volkswagen Audi has always adhered to the original intention of the brand, has been steadily developing, and actively transforming and innovating. In 2021, under the influence of repeated epidemics and continuous shortage of chips, FAW-Volkswagen Audi still achieved high-quality development, and its annual sales continued to stabilize at more than 700,000 vehicles in 2021, helping the proportion of Sales in the Chinese market in Audi's global market to continue to increase, reaching nearly 42% in 2021.
The effect of gathering momentum and starting new is remarkable, and the transformation of product digital intelligence is comprehensively promoted
In 2021, FAW-Volkswagen Audi adopted a new strategic layout of "gathering momentum and starting the new", continued to innovate the layout in terms of products and digital intelligence, and simultaneously launched the brand strategy of Audi globally, further strengthened the brand offensive, and drove the Audi brand to achieve good results.
The Audi RS Driving Academy brings the ultimate professional track driving training to the ultimate players who are keen on Audi high-performance cars
In the 2021 brand image survey, the overall perception score of the Audi brand reached the highest level in the past 5 years, and the brand familiarity score continued to rank first in the luxury car market; at the same time, it achieved the "after-sales service satisfaction" championship in the J.D.Power luxury car market for 9 consecutive years.
At the product level, FAW-Volkswagen Audi has achieved a two-line leading layout of fuel vehicles and new energy vehicles, covering market segments from A-class market to D-class market. Among them, the new Audi A3 family, as well as audi Q5L, Q2L and other main star SUV models in the medium-term modification model have been listed, completely the product matrix of the main model; in the high-performance models, the RS 6, RS 7, RS Q8, R8 and other high-performance products in the 2021 RS series have been listed, fully meeting the diverse needs of consumers, and also completing the refresh of all products.
It is reported that in 2021, FAW-Volkswagen Audi has a total of 4 models that won the sales championship in the market segment, demonstrating the strong competitive advantage of the Audi brand's "user-centric" product layout.
Not only that, FAW-Volkswagen Audi has also strengthened its product offensive in the field of new energy vehicles. In April 2021, FAW-Volkswagen Audi e-tron was officially listed, and the "S.T.E.P Step Into the Future" comprehensive electrification strategy was upgraded to stage 2.0, marking the audi brand's full opening of the Chinese market electrification strategy layout; the Guangzhou Auto Show Audi Q4 e-tron was officially unveiled, and the Audi Q2L e-tron listing in December further enriched consumers' choices in the luxury pure electric travel market, and FAW-Volkswagen Audi completed the comprehensive layout of Audi's four major electric vehicle platform products.
New Audi e-tron &e-tron sportback
It is worth noting that whether it is a fuel vehicle or a new energy source, we can see that FAW-Volkswagen Audi adheres to the quality of car manufacturing and user exploration based on the century-old foundation of the Audi brand. Faw-Volkswagen Audi has developed products suitable for Chinese users on the basis of deep control of the Chinese market and user needs to fully meet the needs of market segments, while at the same time accelerating its marketing layout in the field of new energy vehicles, smart cars and mobile travel, giving users a ubiquitous brand perception.
As a pioneer in the transformation and innovation of the luxury car market, FAW-Volkswagen Audi understands the importance of digital and intelligent layout after users who have grown up in the Internet era have become the main force of the car-buying community. Last year, the Audi business ecological digital platform EP was fully put into use; in addition, FAW-Volkswagen Audi realized the launch of 7 Tencent service applications such as WeChat in-car version, and Audi models also achieved OTA upgrades. Not only that, FAW-Volkswagen Audi has also created the first user personalized customization platform in the luxury car market, covering all domestic models, improving the user experience through customized, intelligent, transparent and fast and efficient customized service solutions, and giving users a "thousand faces" product experience.
FAW Audi app
At the same time, FAW-Volkswagen Audi is also promoting the digital upgrading of user services and user experience, creating a user digital management platform Audi cloud listening system, through insight into customer experience pain points to improve and enhance services; in addition, last year, FAW-Volkswagen Audi opened up a comprehensive upgrade of online and offline, on the one hand, through the full integration of FAW Audi APP, users can achieve a port to open the full contact point of travel, on the other hand, the dealer showroom is upgraded to upgrade the vitality and improve the digital experience.
From the perspective of the industry, FAW-Volkswagen Audi has gradually realized the brand transformation from a traditional automobile manufacturer to a mobile travel service provider through the three-step approach of intelligent all-driving scene, all-use vehicle contact electrification, and all-travel life intelligence, and comprehensively built a future smart travel scenario.
Yijin innovation, leading the innovation and development of the Audi brand
With the rapid development of new energy vehicles in China and the acceleration of the transformation and upgrading of the automobile industry, the luxury car market has undergone a new stage of development, and FAW-Volkswagen Audi has also entered an important time node of transformation.
Audi e-tron GT
It is reported that in 2022, FAW-Volkswagen Audi will adopt a new strategic layout of "Yijin Innovation", continue to optimize the user-centered concept, and promote the transformation of electrification and digital intelligence. According to faw-Volkswagen Audi's plan, this year will launch a total of more than 18 new products, including the e-tron GT "double flagship" and the new Audi A8L Horch founder edition, enriching the product matrix in an all-round way; the urbansphere concept car based on the Chinese market will also usher in the world premiere at the Beijing Auto Show.
In addition, FAW-Volkswagen Audi said that it will still take "user-centric" and improve the user experience in an all-round way through the full-process online; at the same time, it will continue to upgrade the EP from both ends of product and operation, continuously improve business efficiency, and create a new model of digital intelligence; rely on breakthroughs in product, marketing, technology, ecology and other dimensions to strengthen the strategic positioning as the driving force of Audi's global electrification transformation.
In the industry's view, under the new market environment and users, FAW-Volkswagen Audi is fully promoting the transformation of electrification and digital intelligence, showing a new look, accelerating the transformation to a high-end digital travel service provider, and opening up a new ecology of high-end mobility.
Text/Linlin Wang Edited by Song Yuting Proofreader Chen Diyan