Recently, Audi officially announced that the Bentley brand has been incorporated into its group and reinterpreted the definition of the "new four rings". When the news came out, many netizens shouted that they could not understand, "Aren't these brands all volkswagen groups?" "What's the point of this combination?"
At the recent Audi Financial Meeting, Audi Group said that for the first time, the Bentley brand will be taken into account for the financial performance forecast for 2022. The four brands under the Audi Group, Audi – mainly engaged in technology and future technology, Lamborghini – mainly in radical and super speed, Bentley – mainly in ultra-luxury and high luxury, and Ducati - mainly in the motorcycle industry supercar. The Audi Group will be managed and operated independently, and the Audi, Bentley, Ducati and Lamborghini brands will work more closely together in the future.
It is understood that the Volkswagen Group includes 9 passenger car brands and Ducati brands, and Volkswagen divides it into three groups, namely Volkswagen leading the sales brand group (Volkswagen, Volkswagen Commercial Vehicles, Skoda, Seat, Cupra), Audi leading the luxury brand group (Audi, Ducati, Lamborghini, Bentley), and Porsche leading the sports brand group (Porsche).
To sub-groups and ensure the independent operation of each brand, the original intention of volkswagen group is to have higher agility, efficiency and cost. Each brand determines its own product positioning and strategic direction, while coordinating and optimizing within each brand group and with all other brands and related agencies.
These four brands are almost all the top products in their respective fields, putting them into a "family barrel", how to cooperate internally, audi group said that all parties will jointly develop a joint plan for electric mobility and digital technology, etc., is expected to play a nine-figure value of synergy potential.
Upstream journalist Sang Jian