After the annual sales of luxury cars in 2021 settled, the former ABB became BBA.
BMW delivered a total of 846,000 units (including MINI) in China, an increase of 8.9% year-on-year. Mercedes-Benz delivered a total of 758,000 units in China, down 2% year-on-year. Audi sales in China were 701,000 units, down 3.6% year-on-year.
The conclusion is quite obvious, FAW Audi has changed from the boss to the third, and the gap is not small.
Some people say that the reason is the lack of cores. The reason is not valid, because no one is lacking.
As a long-term friendly media of FAW Audi, Che Toujun saw such a ranking, which was really heart-wrenching, and also pinched a handful of sweat for the future of FAW Audi.
Because of the comprehensive BMW increase in the joint venture share ratio, Mercedes-Benz crazy introduction of electric vehicle legions, SAIC Audi diversion products and brand resources and other major events, FAW Audi to reverse the ranking of the old three, the future or will be quite difficult.
So, where does the impact and challenge of FAW Audi come from?
Only by clarifying these things can we prescribe the right medicine, win local battles, accumulate small victories into big victories, and then turn the tide of the war.
Where is the point of loss
A detailed number of FAW Audi's main models in 2021, the current order is Audi A4L (130263 units in the whole year, -0.5% year-on-year), Audi A6L (154388 units in the whole year, -13.5% year-on-year), Audi Q5 (149384 units in the whole year, 3.3% year-on-year), Audi A3 (60,281 units in the whole year, -21.6%), Audi Q3 (95,059 units in the whole year, 27.8% year-on-year), Audi Q2L (52,561 units in the whole year, 4.2% year-on-year) ）。
It cannot be seen that the real loss points of FAW Audi lie in the A6L and A4L.
In contrast, the BMW 5 Series sold 172854 vehicles in the whole year, an increase of 8.7% year-on-year; bmw 3 Series sold 173,000 vehicles in the whole year, an increase of 12.1% year-on-year. Simple plus, there are already 60,000 more.
Therefore, even if Q5 won the X3 (128961 vehicles in the whole year), Q3 and X1 (95,089 vehicles in the whole year) played a draw. FAW Audi still lost in the wrench wrist of the main model.
If you want to find the crux of this lost point, the root cause is in product strength and word of mouth. If a generation of models loses, it will have to lose for a long time. We can only hope that the next generation of models can play a turnaround battle.
As for the decline in sales of the A3, you can't blame Audi.
Because when the collective rise of intelligent pure electric vehicles, the luxury brand entry-level models with the most adjacent price ranges will become the hardest hit areas and will be robbed of customers. The entry-level models of BMW and Mercedes-Benz both want to please young people, but they all face the same troubles.
South Audi Sword Qi
One of the big events in the luxury car industry in 2021 is South Audi - SAIC Audi set sail.
Jia Mingdi, general manager of SAIC Audi's marketing business, made a clear statement in response to Che Torujun's question: "Since the A7L advance version was listed, we hope to be the ceiling of domestic luxury cars. He further said that the follow-up A7L's 2.0T series products, Q5 e-tron, including large SUVs to be launched in the future, will adhere to this positioning and strive to be the best in the same class.
The "best in the same level" is full of sword qi - SAIC Audi's products of the same level will be a little better than FAW Audi's.
If from products to services, SAIC Audi spends several years and resolutely implements this "better point" strategy, then FAW Audi's customers and reputation in the high-end luxury car market will obviously be diverted.
Audi China may be able to realize the "1+1" strategic concept, but FAW Audi will encounter big trouble, and high-end customers will be robbed by SAIC Audi.
I don't know, will FAW Audi executives ask themselves: "2021 is the worst era for FAW Audi, but will it also be the best era in the next few years?" ”
Electric car slap
When taking stock of the sales list, it was found that the few electric vehicles e-tron under the account of FAW Audi Were miserable, with annual sales of only 1564 units, ranking at the end of the sales list, less than a fraction of the monthly sales of Wei Xiaoli's main models.
This gave Audi a huge e-tron strategy and a very loud slap.
The new car-making forces have used the spear of "first principles" to complete the subversion of the "shield" of BBA with the experience and service of scientific and technological intelligence, software strength, and new retail model.
At this point, the high-end and luxury that consumers originally felt were "expensive" and worthwhile have been completely rewritten in the field of luxury electric vehicles.
What is worrying is that BMW's annual sales of iX3 have quietly climbed to 22,000 vehicles, and Mercedes-Benz has sprinkled a large number of EQ cards. On the Audi side, not only is the street visibility of the new e-tron car extremely low, but only the slightly cumbersome e-tron name suffix is left to the impression of consumers.
If in the next two or three years, FAW Audi cannot catch up in the electric vehicle market, then it is likely to become the "runner" who rushed to the early set.
DongShanghai unsolved case
Speaking of FAW Audi's inaction, there is another thing that is very representative and has become a hidden pain in the hearts of many media.
The reason for the incident is that in 2019, FAW Audi cooperated with many friendly media on ecological projects. However, due to some sensitive events, media cooperation has been released, but more than two years have passed, but it is difficult to recover the money.
As for Dong Shanghai, an intermediate supplier who signed a contract with the media at that time, when responding to the media dunning, the reply was the same "sorry teacher, not that I didn't pay, it was really the customer who didn't pay back."
Many media have seen that the contract is approaching the three-year validity period, some sending lawyer letters, and some even civil lawsuits. However, the reply of Dong Shanghai has not changed for thousands of years, posing a posture of "dead pigs are not afraid of boiling water".
What chills many friendly media is that FAW Audi has always put this on the shelf, neither officially expressing its position nor giving a payment schedule.
Today, there are circles of friends who broke the news, because the FAW Audi cooperation funds have not been paid for a long time, resulting in former media employees writing lawyer letters and filing complaints, and the media bosses have turned against each other.
Think about it, this media boss is really more wronged than Dou E, obviously it is FAW Audi's pot (the money has not been paid), and he is actually asked to carry it?
Che Toujun wants to ask the senior management of FAW Audi that there are still channels for migrant workers to ask for wages, can the friendly media face the unsolved case of FAW Audi's Dongshanghai, can only "dumb eat yellow lian, have bitterness can not say"?
The incident may be sensitive and tricky, as the party A involved, can not ignore it, let it become a bad debt and a bad debt.
Dong Shanghai may be able to throw the pot away, but in the end it is FAW Audi that is hurt, which once shone brightly.
(Produced by Chetuos, editor-in-chief Luo Yu)