The shortage of a small chip has become a "black swan" event affecting the auto industry in 2021. What is even more confusing is that the industry predicts that the chip shortage problem will be alleviated in the second half of 2022, but the shortage situation will continue for some time.
"Wind" comes from all kinds of different beings, the weak people are tightly wrapped in robes, and the brave people are open and proud, and only the car brand with confidence can avoid the silent and chilling wolf, obviously FAW-Volkswagen Audi is in the sequence of confidence.
In 2021, FAW-Volkswagen Audi led Audi's cumulative sales in China to exceed the 7 million mark, becoming the first luxury car brand and the only luxury car brand to achieve this milestone. From the perspective of the whole year, the annual delivery volume of the Audi brand in China continued to be stable at more than 700,000 vehicles.
If we want to explore the deeper reasons behind the high-quality development of FAW-Volkswagen Audi, it is with the help of the strategy of "gathering momentum and opening up the new" in 2021 to further consolidate the two-line leading pattern. While consolidating high-quality development, FAW-Volkswagen Audi does not forget the social responsibility shouldered by the enterprise, and continues to practice the landing of corporate social responsibility. For example, together with the China Children and Teenagers Foundation, we will accumulate new strength for the "Spring Bud Project • Dream of the Future" action; donate money for the Henan flood, and provide vehicle rescue and emergency maintenance for Henan users.
Facing 2022, FAW-Volkswagen Audi has already formulated a business strategy of "Yijin Innovation", strengthened and upgraded its products, brands and users, and preemptively laid out in the field of electrification and digital intelligence, and accumulated the strength to continue to lead the future.
The transformation effect of Jushi Qixin 2021 is remarkable
In the face of a more complex and fierce market situation in 2021, FAW-Volkswagen Audi is guided by the business strategy of "gathering momentum and starting new", deeply promoting the system upgrade of digital transformation, continuously meeting the diversified needs of users, and leading the innovative development of China's luxury car market with the attitude of a leader.
In the past year, FAW-Volkswagen Audi has completed the renewal of all products with an offensive momentum. From the new Audi A3 family, to the Q5L, Q2L and other main star SUV models, to the domestic e-tron, e-tron Sportback and Q2L e-tron, to RS 6, RS 7, RS Q8, R8 and other high-performance products, as well as Audi A4 Avant, A4 allroad, A6 Avant, A6 allroad special edition, FAW-Volkswagen Audi has achieved comprehensive coverage from A to D level market segments.
Excellent product strength is enough to evoke a strong market appeal. In 2021, FAW-Volkswagen Audi achieved the sales championship of four models in its segments, and the sales of imported cars increased by 53% year-on-year. From the perspective of the global market, the excellent performance of FAW-Volkswagen Audi has made the proportion of Sales in the Chinese market in Audi continue to increase, reaching nearly 42% in 2021.
While launching a strong product offensive, FAW-Volkswagen Audi took into account the differences in the environment between the north and the south and the differences in consumer needs, and launched the "southern model" to solve the pain points of the market. For example, the launch of the new Audi Q5L South model and the new Audi Q5L Sportback South model. Before that, no car brand had ever launched a "Southern model".
For FAW-Volkswagen Audi, 2021 is a big year for products and a big year for brands. As the main marketing body of the Audi brand in China, FAW-Volkswagen Audi has created a number of "first-of-its-kind" marketing events in 2021. In October 2021, FAW-Volkswagen Audi led the world premiere of the new Audi A8L Horch Founder Edition for the first time, audi's flagship product, and in November 2021, relying on the Audi Future Ceremony, FAW-Volkswagen Audi completed the China launch of its global brand strategy for the first time.
Eye-catching data is just the result, but what about the source? A major reason for FAW-Volkswagen Audi's high-quality business performance is precisely due to its effectiveness in implementing digitalization at the product, service and experience levels. In the face of the drastic changes in user needs in the digital age, FAW-Volkswagen Audi is promoting the digital transformation of the whole system to realize the comprehensive digitization of products and services.
Among them, for the product side, FAW-Volkswagen Audi relies on the Audi EP business ecological digital platform with 7 core business coverage and 4 new technology applications as the driving engine to start the strategic development of Audi Internet of Vehicles, which will realize the intelligent networking function to lead the luxury car market in 2024; for the service side, based on the industry-leading user digital management platform - Audi Cloud Listening System, on the basis of achieving 100% solution to customer complaints within 100%, giving users more intimate rights and interests.
On the basis of sitting on the 7 million user assets in the luxury car market, FAW-Volkswagen Audi focuses on the new upgrade of the user's digital operation model, focuses on promoting the digital upgrade of online + offline user experience, and the newly launched FAW Audi App 3.0 version of the registered users successfully exceeded 1 million, which is one of the most active contact points for the core operation of the Audi brand private domain, and offline has completed the vitality upgrade of 325 dealer showrooms by the end of 2021.
Yijin Innovation 2022 continues to lead the luxury car market
The times are always reconstructed in the fission, and FAW-Volkswagen Audi has long found the strength to find the way forward, wrapped in the thinking of the times, and continued to consolidate the leading position in the luxury car market with the business strategy of "Yijin Innovation".
Looking back at 2021, the domestic luxury car market demand is strong. According to data from the China Automobile Association, high-end brand passenger cars sold 3.472 million new cars in 2021, an increase of 20.7% year-on-year, higher than the growth rate of passenger car sales by 14.2 percentage points.
In this market context, FAW-Volkswagen Audi will be led by the new Audi A8L Horch Founder Edition and etron GT "Dual Flagship", with a lineup of more than 18 new products, to bring users a "family barrel" product experience in 2022. It is expected that the urbansphere concept car based on the Chinese market will also usher in the world premiere at the 2022 Beijing Auto Show.
Every time you take the initiative to change, you are achieving a more powerful FAW-Volkswagen Audi, and every time you keep pace with the times, you are always user-centric. In 2022, FAW-Volkswagen Audi will carry out four closed-loop upgrades of insight, experience, rights and operations to improve the user experience. For example, in terms of user experience upgrades, we have built a 360-degree online car viewing platform online, promoted the transformation of dealer showrooms offline, and completed the revitalization and upgrading of 451 showrooms by the end of 2022, achieving a target achievement rate of nearly 80%. At the same time, the construction of 9 urban exhibition halls was launched to meet the different preferences of users for brand experience.
In order to seize the new blue ocean of electric intelligence, FAW-Volkswagen Audi has drawn a clear strategic blueprint for electrification and digital intelligence in 2022. In terms of electrification, five electric vehicles will be launched in 2022, including the electric flagship e-tron GT and the pure German luxury electric SUV - Q4 etron.
With e-tron GT as the product carrier, FAW-Volkswagen Audi will promote the layout of core three-electric technologies such as 800V ultra-high voltage charging technology, and at the same time plan to lay out more than 200 super charging stations, build more than 150 battery repair centers, realize 100% battery recycling, and at the same time, build new energy exclusive exhibition areas in more than 500 dealer stores to achieve 100% new energy training certification for dealers.
Digital and intelligent transformation has become an important support for the transformation and upgrading of the automobile industry and high-quality development. In recent years, FAW-Volkswagen Audi has actively explored digital and intelligent transformation in its core business areas, and in 2022, on the basis of expanding and deepening the pilot project, it will comprehensively launch the digital and intelligent transformation of the whole system, and accelerate the digital and intelligent adjustment at the product and user levels.
Next, FAW-Volkswagen Audi will continue to upgrade eps from both ends of product and operation, continuously improve business efficiency, create a new model of digital intelligence, and empower the two-way management of OEMs + dealers.
Among them, in terms of products, FAW-Volkswagen Audi will rely on 3 new business areas and 300 new standardized indicators to achieve data full domain; in terms of operation, it will create a standardized operation and maintenance process to achieve 100% response to user problems; rely on the user insight platform and cloud listening system as the core to create a comprehensive, efficient and agile customer insight system to empower user experience improvement.
In addition, FAW-Volkswagen Audi will accelerate the improvement of the integrated platform in 2022, realize the integrated operation of private domains, and achieve the milestone of more than 6 million private domain users and more than 3 million registered users of FAW Audi App.
In the field of luxury brands, FAW-Volkswagen Audi has been the first in the industry from the earliest deep ploughing in the Chinese market, to creating a young market segment of luxury brands, and then to today's electrification and digital intelligence transformation. This leading style is bound to continue to become the foundation for FAW-Volkswagen Audi to lead the luxury car market under the wave of electric intelligence. Text/Natsuki
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