The new Audi Q3 is only equipped with the price of the new Volkswagen?
The new Audi Q3 is about to usher in a major replacement, and the 20-350,000 yuan market where the Q3 is located, new energy vehicles are developing rapidly, and the market share of pure fuel vehicles is being eroded at an accelerated pace. For traditional car companies such as the Volkswagen Group, on the one hand, the focus of R&D has shifted to new energy vehicles, because this is the future, and on the other hand, the importance of fuel vehicles is emphasized because this is the present. Against this backdrop, will the all-new Audi Q3 have its own place? How will the Volkswagen Group transform in the future and continue to be a leader in the new era?
#01
The brutal market reality of the Audi Q3
According to data from the China Association of Automobile Manufacturers, from January to November this year, the sales of domestic high-end brand passenger cars reached 4.034 million, a year-on-year increase of 14.2%. With the increasing demand for replacement, the demand for high-end brand passenger cars is being released.
However, the market share of traditional luxury brand fuel vehicles may not be optimistic. In the market of 200,000-250,000 yuan, the sales of traditional fuel vehicles from January to November this year were 1.329 million units, a year-on-year decrease of 14.5%, and the sales of new energy vehicles were 879,000 units, a year-on-year increase of 0.5%. Similarly, in the market of 250,000-300,000 yuan, the sales of traditional fuel vehicles from January to November this year were 796,000 units, a year-on-year decrease of 6.3%, and the sales of new energy vehicles were 360,000 units, a year-on-year increase of 40.2%.
Monthly sales of high-end brand passenger cars continue to rise (data source: China Association of Automobile Manufacturers)
The Audi Q3 currently on sale, after a significant discount at the market terminal, is in the price range of 20-250,000 yuan, judging from the data, the market for traditional fuel vehicles in this price range is shrinking rapidly, and the same market share is being snatched by new energy vehicles in the same price range. In the market of 25-300,000 yuan, the market share of fuel vehicles is also declining, in contrast, the sales of new energy vehicles in this price range are growing rapidly, with a growth rate of 40.2%.
Most price ranges in the new energy market generally grow significantly (data source: China Association of Automobile Manufacturers)
In the market of 15-200,000 yuan and 30-350,000 yuan, the sales of new energy vehicles and fuel vehicles are almost equal, and in the market of 35-400,000 yuan, new energy vehicles have shown a trend of surpassing fuel vehicles. Therefore, the market space of traditional fuel luxury cars has shown a rather passive trend and is being fully crushed by the new energy market. In this context, whether the next-generation Audi Q3 can gain a foothold in China will be very crucial, if it is not enough, it is likely to be eliminated after a year or two on the market.
#02
What are the big moves in the new Audi Q3?
The all-new Audi Q3 will be based on the Volkswagen Group's MQB Evo platform, which is already familiar to everyone, which is Volkswagen's modular platform and belongs to the transverse engine platform. The MQB platform can not only share the powertrain, chassis and technology of the same class models, but also enable size reduction and cost optimization for low-end models, while strength and material upgrades for high-end models can be flexibly scaled up in size.
Volkswagen MQB platform
To put it simply, this platform can build both the Volkswagen Touron and the Audi A1. One platform can create different models of different levels, which greatly reduces the cost of each car, and at the same time, it can also avoid the losses caused by poor sales of some moldings.
The MQB Evo platform is the second generation of MQB's platform, which has reached a new level in terms of integration and can be replaced with more aluminum alloy parts to achieve weight reduction. At the same time, the new platform is more compatible with electrification, MEB will focus on pure electric platforms, while MQB Evo platforms will mainly take into account 48V mild hybrid and PHEV plug-in hybrid, and will reserve space in terms of battery, electronic control, wiring, etc., so as not to affect the passenger space in the car.
For example, the all-new Volkswagen Tiguan, which was born from this platform, has a fuel version, a mild hybrid version, and a plug-in hybrid version, with a pure electric range of about 100km. The all-new Passat is also based on this platform, with a gasoline version and a plug-in hybrid version, which introduces the new EA211 Evo2 series engine, which is equipped with a 1.5T engine for both the fuel version and the plug-in hybrid version, and the plug-in hybrid version has a pure electric range of about 100km.
The all-new Audi Q3 is a model built on the MQB Evo platform, and it is natural that there will also be a gasoline version and a plug-in hybrid version that everyone is looking forward to. And referring to the all-new Volkswagen Tiguan, it is expected that its pure electric range will not be less than 100km. Overall, the all-new Audi Q3 will focus more on the transformation to economy in order to improve its competitiveness in the market.
The power system of fuel models has always been Volkswagen's strength, not only has a good power reserve, but also has a good fuel economy, I believe that the launch of new models will have better performance, at the same time, the launch of plug-in hybrid models, will also further enrich the product line, the introduction of more economical fuel models.
The biggest problem with the current Audi Q3 is mainly in terms of space, including rear space and trunk storage space, which will have a greater advantage over the competitor BMW X1, which is even close to the size of the "big brother" BMW X3, which has also become one of its biggest selling points.
Spy photos of the new Audi Q3 (Image source: motor1)
Judging from the latest spy photos exposed overseas, perhaps this embarrassing situation is finally going to be broken. The new Audi Q3 will be significantly longer and will be around 4.5 meters. At the same time, the C-pillar of the new model has also been widened, indicating that the rear seat backrests can be further back, and the trunk will also have more storage space.
Hypothetical image of the all-new Audi Q3 (Image source: motor1)
Of course, in terms of appearance, Audi has always been online. It has to be said that the Audi Q3 has finally broken the design style that has been used for many years, judging from the renderings, the new Audi Q3 is eye-catching, and the new split headlight design breaks the traditional impression. At the same time, the entire front face looks thicker, and the new Audi Q3 has a sense of déjà vu that surpasses that of the Q5.
Spy photos of the new Audi Q3 (Image source: motor1)
The tail lights also have a new shape, with a new irregular shape, somewhat similar to the design of the Type 7, and the entire rear bumper has become thicker, plus the downward pressure rear spoiler, which is still sporty.
In terms of interior, although there is no exposed information yet, it is expected that it will still be online, which can refer to the new Audi A3, although it is still very Audi style, but the details are designed with great care, and it is no longer a "nesting doll" design, with its own product characteristics, perhaps this makes us look forward to the interior of the new Q3.
The car machine system, is expected to still be the MMI system, although in today's fancy Chinese brand car machine system, it looks a bit quaint, but it is expected to have CarPlay and CarLife, at the same time, the new style of full LCD instrument panel, will also show a certain sense of technology. The Volkswagen Tiguan on the same platform is no longer a cold industrial style, and after adding ambient lighting and decoration, it looks quite stylish, and the design of the operation interface has also been improved. The all-new Audi Q3 is no worse than the Tiguan.
Of course, we are looking forward to the all-new Audi Q3 coming to China with localized optimization and improvement. Just like the new MMI system on the new Audi A4L, it was specially improved by the Chinese team according to the Xi of Chinese users. The introduction of the Android car machine system, the operation is smoother, and the open application will support Himalaya, Gaode map and other apps.
In fact, Volkswagen is making efforts to transform, especially in terms of technology research and development, with a greater focus on the new energy market. In terms of the fuel market, Audi Q3 and Volkswagen Tiguan have begun to enter the end of the fuel vehicle market, Volkswagen Tiguan in the technical field that Volkswagen is good at, did not bring us too many surprises, but used some atmosphere lights and other superficial things to divert everyone's attention. In the past, the public used technology to convince people, and never expressed the external beauty too much, but now it has been completely reversed. The new Audi Q3 may also face such a situation, as a model on the same platform, it will have many similarities with the Tiguan, perhaps, this is also to tell us that the era of gasoline vehicles is coming to an end.
Sales data of the current Audi Q3 in the past six months (made by Auto Market Story)
Judging from the sales data of the past six months, the sales of Audi Q3 on sale in China are not satisfactory, the highest sales month this year appeared in June, with sales of 5,942 units, and then sales continued to fall, and the current monthly sales are less than 4,000 units.
Audi Q3 sales data of models in the same price range (Auto Market Story)
In terms of the price after the terminal discount, the main competitors of the Audi Q3 in the same price range are new energy vehicles, including Tesla Model Y sales of 49,877 units in November, Wenjie M7 sales of 17,039 units, BYD Tang sales of 10,608 units, Lynk & Co 08 sales of 10,019 units, Xpeng G6 sales of 8,750 units, and Zhiji LS6 sales of 8,158 units. There is also a pure fuel car competitor, the BMW X1, which sold 8,243 units.
The size of the new energy competitors is one to two levels larger than the current Q3, with more space, better intelligence, and excellent power performance. Therefore, it is not surprising that the sales of the Audi Q3 are flat, and those who may choose the Q3 still have a trace of concern about new energy vehicles or charging.
The task left to the new generation of Audi Q3 is quite arduous, whether it can become the most capable one, it can be said that the pressure is quite large, with the current iteration speed of Chinese brand cars, the new Audi Q3 at least needs to be close to or equal with the current level of competing products, or have a unique side, it is possible to stand still. In fact, the Volkswagen Group is secretly planning even greater changes, and plans for revival are already in place.
#03
Volkswagen is playing a big game of chess in China
Although the fuel vehicle market is declining, however, Volkswagen still has not completely abandoned the fuel vehicle market, which can be seen from the Volkswagen Group's "2030 goals" in China, fuel vehicles still occupy an important position, the Volkswagen Group will continue to strengthen the fuel vehicle lineup through new models, by 2030, the Volkswagen Group will also launch 17 new fuel models, new models will also focus on the Chinese market assisted driving functions and new in-car navigation system research and development.
A technical engineer of Volkswagen told us that Volkswagen will continue to develop according to the needs of the Chinese market and focus on the German headquarters, after all, Germany still has strong technical strength in terms of fuel vehicles. Before entering the Chinese market, it will be adjusted locally according to market demand, for example, the A6 will be lengthened after being introduced into China. It can be seen that Audi Q3, as a global model, will still be dominated by overseas, but there will also be some localized upgrades and improvements. The importance of a car may determine the progress and results of its localized research and development.
At the same time, in response to the demand for plug-in hybrid models in the Chinese market, Volkswagen is also actively promoting the gradual transformation from fuel models to plug-in hybrid models, Volkswagen said that in the future, plug-in hybrid models launched for the Chinese market, pure electric range of at least 100 kilometers, plug-in hybrid models, will also be an important strategy for the Volkswagen Group in China to transform from fuel vehicles to new energy vehicles, and these models will be born on Volkswagen's MQB platform, here it is certain that the future Audi Q3 plug-in hybrid models, pure electric mileage will exceed 100km, will also be more competitive in the plug-in hybrid market。
Of course, in terms of localization strategy, the focus of the follow-up Volkswagen Group will be more inclined to new energy models, because Germany is leading in the research and development of fuel vehicles, and the demand for new energy vehicle research and development in the Chinese market is the strongest. A special mention should be made here for Volkswagen Anhui, because many localized R&D will be born here in the future.
A technical engineer from Volkswagen China expressed Volkswagen's determination in the direction of China's localization strategy. She said that in the future, Volkswagen Anhui will have a high degree of autonomy in research and development, and how big is this autonomy? That is, it can develop a new model from scratch to deal with the Chinese market, and the new model will fully meet the needs of the Chinese market, and from research and development to final mass production, there is no need to report to the German headquarters. In the past, a new car was developed at the German headquarters and then adapted to China, even if it was Lavida, which is very different from the past.
However, Volkswagen Anhui will focus on the field of new energy vehicles, and the Volkswagen Group highly recognizes China's current development achievements in the field of intelligent new energy vehicles, and believes that China's new energy vehicle market has been at the forefront of the world. The new energy vehicles include pure electric vehicles and plug-in hybrid models. The new models will also be reasonably distributed according to the needs of the North and South Volkswagen. Of course, it may take some time to see such a car, but the advantage of developing in China is that the speed of development of a car will be greatly improved, which will be much higher than the current one.
Volkswagen Group (China) Chairman and CEO Brad Brad also said that Volkswagen will listen to the feedback of Chinese consumers, respond quickly, further deepen China's localization development, deeply integrate into the Chinese ecosystem, and give China more autonomy.
Next year, Volkswagen Anhui will have substantial actions, in 2024, in Hefei to establish an intelligent networked electric vehicle research and development (vehicle and parts), innovation and procurement center, internally named 100% TechCo, which will focus on the creation of intelligent electric vehicles, but also including the development and production of core components such as electric drive assembly and battery system, Volkswagen Group will also deepen cooperation with local enterprises such as Guoxuan Hi-Tech, and strive to launch low-cost spare parts. It shortens the development cycle of new products and technologies in China by about 30%, and can quickly respond to changes in the Chinese market.
Volkswagen Group China's Chairman and CEO Brad believes that 100% TechCo will become the Volkswagen Group's second-generation technology research and development center in the world. This is enough to prove the position of the Chinese market in Volkswagen, and it is enough to see Volkswagen's determination to make changes in the Chinese market.
In addition, the Volkswagen Group will no longer build cars "behind closed doors", build cars with an open attitude, and expand the "circle of friends", in order to quickly adapt to the rhythm of China. For example, the Volkswagen brand and Xpeng have partnered to jointly develop two Volkswagen brand electric vehicles for the mid-size and medium-to-large car markets. At the same time, the two parties are actively evaluating further strategic cooperation in smart electric vehicle technology. SAIC and Audi are also planning a portfolio of connected electric vehicles in the high-end market, and with new electric models, they will enter segments that have not been previously covered in China.
According to the report, Huawei has also been communicating and discussing with Audi whether it is interested in investing in a smart car software company. Huawei is also developing autonomous driving technology for future Audi models, which will be installed in FAW Audi products starting in 2025.
The Volkswagen Group's new software company, CARIAD, has set up a special subsidiary in China and is working with well-known suppliers such as Horizon to develop intelligent cockpits and intelligent driving.
Write at the end
The all-new Audi Q3 may not be a big surprise for us, but as a new generation and probably the biggest change in the Q3, it's still exciting. At least, for example, it will launch plug-in hybrid models, etc., to meet the needs of some Chinese consumers.
And Volkswagen is also actively transforming in China, but we still need to give Volkswagen some time. Volkswagen is playing a game of "big chess" in China, opening up to the outside world, giving the Chinese team more autonomy, overcoming all technical difficulties, and re-mastering the core technology in its own hands, at least in terms of the current Volkswagen strategy, Volkswagen's future performance in China is still exciting. However, this transition period may be a difficult period for the Volkswagen Group, and the price war may not be a long-term solution. In the past, technological leadership was Volkswagen's strength, and only by returning to the technology Volkswagen can Volkswagen truly win the future.
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