The top luxury comes from the precipitation of time, tracing the history of the global automobile industry, there are not many car brands with a history of 100 years, and Audi is one of them. Chinese consumers have the impression that Audi not only has a long history, but also has a high national popularity. From the innovative introduction of Audi 100 to fill the gap in the domestic luxury car market, to the first domestic car wheelbase "lengthened" precedent, to the cumulative sales in China is about to take the lead in breaking through the 9 million mark, FAW Audi has created countless "firsts" in the history of Chinese automobiles in the past 36 years.
As a joint venture, FAW Audi's brilliant achievements are inseparable from the promotion and assistance of China FAW, which has not only successfully driven the Audi brand to become the pioneer and leader of China's luxury car market, but also contributed to the global success of the Audi brand.
Standing at a new starting point of 9 million vehicles, Lei Ping, member of the Standing Committee of the Party Committee and deputy general manager of China FAW Group Co., Ltd., said that over the past 36 years of cooperation, FAW and Audi have always adhered to the "user-centric" and continued to meet the needs of Chinese consumers for high-end luxury cars with richer products, and delivered more than 8.84 million Audi cars in China. FAW Audi has 615 marketing service networks in 247 cities across the country to provide "Zhuo Yue" service guarantee for the majority of car lovers with their professional and considerate services.
With 115 years of history and 36 years of deep cultivation in China, FAW Audi has been trained to be extraordinarily calm and calm in the face of strong winds and waves, so FAW Audi can still stabilize its sales base in the complex and fierce period of deep transformation of the automobile industry. From January to March 2024, FAW Audi's sales reached 148,455 units, a year-on-year increase of 10.95%, ranking first in the first-tier luxury camp.
Lin Xi, secretary general of the China-Europe Association Automobile Network Federation, said that at present, most new energy vehicle companies are loss-making, and Audi's history makes it pay more attention to sustainable management, and does not choose to respond to complex challenges in a radical and unreasonable way, but uses fuel + electric dual-line force to meet the needs of more users.
Do the right thing to be user-centric and create a century-old luxury quality
User-centric, different from hot words such as fast, trendy, and tuyere, it has a more quiet, restrained, and long-lasting energy. As the first luxury car brand to establish a joint venture in the Chinese market, FAW Audi has a strong sense of responsibility and mission for a long time, which makes it pursue long-term value in innovative technology, product layout, user experience, brand marketing, etc., and constantly cultivate internal skills, so as to bring users a high-quality new energy vehicle with the new development of a "century-old luxury brand".
In ordinary households, automobiles are the second largest consumer goods in value after real estate, and they are "large and durable" consumer goods that need to be driven for many years. At this point, whether it is styling design or power performance, Audi has more than 100 years of accumulation in the basic parameters of the car.
FAW Audi adheres to the principle of "delivery after mature verification", and empowers products with quattro and e-quattro technology and lighting technology, so as to build leading and mature technical barriers with time, so that consumers can continue to believe in the heavy trust behind the century-old manufacturing.
Data shows that in 2023, the market share of new energy vehicles will be 31.6%, which means that fuel vehicles still have a market share of more than 60%. Therefore, at the product level, from A-class to D-class, from hatchback, sedan to SUV and other market segments, FAW Audi has formed a global luxury matrix of 42 fuel + electric, fully covering traditional power and new energy power. Among them, high-performance matrix, electrification matrix, station wagon and other products will continue to be updated to meet the diversified needs of users. It is worth mentioning that most brands are disdainful of niche markets such as station wagons, and FAW Audi has always insisted on high-quality development, even in niche markets, which is based on FAW Group's strong system capabilities and resource advantages, and has a nuanced insight into the needs of Chinese users.
In the past 36 years in China, FAW Audi's users are about to exceed 9 million, and the strong user base has not only tested the product lineage, but also the service system. Enjoy 60 minutes of fast warranty, 8 hours of fast repair, enjoy extended service until 20 o'clock, enjoy 20 kilometers of free pick-up and delivery, 24-hour rescue hotline······ When the market is showing its efforts, FAW Audi continues to build differentiated core competitiveness and redefine the standard of luxury service experience in the new era.
Audi's "service card" is inseparable from its more than 615 high-quality authorized dealers in China, and FAW Audi dealers have already formed sustainable service capabilities over the past 36 years. Facing the future era of high-end mobility, FAW Audi and its dealer network continue to break through the traditional service management concept, focus on service loyalty and omni-channel digital service experience, and continuously create a new service marketing concept covering people, vehicles, society and life.
For FAW Audi, the benefits are never in the present and in the present, but in the distance and high places, which is the unique DNA of its continuous leadership in China's luxury car market for 36 years. However, at present, the domestic automobile market is changing, and the joint venture brand is also facing unprecedented pressure, how can FAW Audi break the situation? In addition to the upgrading and quality improvement of joint venture cooperation, the essence of the joint venture is to adhere to the value of time precipitation, and pay more attention to the brand, product, technology and other multi-dimensional go hand in hand.
Doing things the right way China FAW and Audi deepen cooperation and face the future together
In 2023, domestic automobile production and sales will increase by 11.6% and 12% year-on-year respectively, hitting a record high.
And in 2024, although only a third of the time has passed, waves of price reductions indicate that the auto market will have a harder time this year. Under the more involuted market competition, FAW and Audi continue to deepen the cooperation of the whole product line, to create an innovative development model of "whole value chain co-creation + full system empowerment", and the cooperative products of the two sides fully cover traditional power and new energy power, and have formed a rich and powerful product lineup of 42 models. The purpose is to build a solid foundation for the next product cycle and continuously accumulate the power for upward development.
On April 25, FAW Audi brought 11 blockbuster models to the much-anticipated Beijing Auto Show. Among them, the all-new Audi Q6L e-tron and SQ6 e-tron, which represent the future electrification of Audi, were unveiled, and as the first production models based on the PPE luxury pure electric platform, the all-new Audi Q6L e-tron perfectly presents "Chinese speed" and "German quality". According to the official introduction, before the delivery to users, FAW Audi will also conduct a series of strict safety tests and quality tests on the vehicles in China and Germany, in order to retain the essence of the original German quality, bring high-quality products that exceed the expectations of Chinese users, and stand the double verification of national and European standards. At the same time, in the testing and development stage, the software compatibility and adaptation can reach the best state, bringing users a more excellent and accurate intelligent software experience. FAW Audi's "toss", as Lei Ping said, is only to bring users a high-quality new energy vehicle with the new development of a "century-old luxury brand".
In addition to the all-new Audi Q6L e-tron, the Q4 e-tron and RS e-tron GT will also be on display to showcase the brand's comprehensive layout in the field of new energy, while star fuel models such as the SQ7 Night Knight Edition and A8L Horch will also be on the stage on the public day, continuing to demonstrate the Audi brand's profound strength and excellent quality. According to the official introduction, in 2024, the A8L Horch version, Audi Q7, Audi Q8, and Audi SQ7 will be fully renewed, and in 2025, the new Audi A4, Audi Q5L and other main fuel models, as well as the new Audi Q6L e-tron, Audi A6 e-tron family and other electrified products will also be launched.
"In terms of fuel vehicles, FAW Audi fully exploits the advantages of its existing products to further enhance the luxury and charm of its products. In terms of new energy vehicles, relying on the latest platform PPE, it has been progressing step by step, while maintaining the stability of the main fuel vehicles, and continuing to strengthen the competitiveness of its products through dual-line development. Lin Xi, secretary general of the China-Europe Association of Intelligent Connected Vehicles, believes that FAW Audi's product promotion ideas can make it have stronger anti-risk ability and business resilience in the fiercely competitive market.
In addition, in 2024, with the arrival of a more powerful PPE platform, FAW Audi will focus on electrification transformation, convey the technical heritage of Audi's century-old luxury brand to more Chinese consumers, and shape a new technology brand image by strengthening electric technology communication. At the same time, FAW Audi will also establish more direct contact points to achieve direct access to users through two-way interaction between online and offline.
It is true that FAW Audi can abandon utilitarian thinking, promote the transformation plan in a down-to-earth manner under the current wave of mixed and crazy radical electrification, and devote itself to the high-quality and sustainable development of the brand. Zhang Xiang, a visiting professor at the Yellow River Institute of Science and Technology, said that at present, China's new energy vehicle market is relatively noisy, so that consumers can not see the final development trend, Audi in this case is equivalent to giving consumers a reassurance, and Audi has many years of deep market foundation in brand influence, capital chain, sales network, user service, etc., compared with the new power brand, the risk is smaller.
From the first Audi car 115 years ago to every Audi car now, FAW Audi adheres to the century-old luxury brand heritage, making it glow with long-term value across time and space in the inheritance and transformation of its models. This confirms the original intention of Audi founder August Hoch: "I am determined to produce only powerful, high-quality luxury cars under any circumstances." ”