In 2023, Audi delivered new vehicles in China by 13.5 percent compared to the previous year. In the first quarter of this year, Audi's sales in China increased by about 14% year-on-year, and deliveries of pure electric models increased by 54% year-on-year. On April 25, Audi Global CEO Gordeno admitted in an exclusive interview with China Automotive News at the Audi booth at the 2024 Beijing Auto Show that more important than the numbers is that Audi already has the core elements to lead China's high-end automobile market, from excellent partners, clear local plans to strong product lineups, and the three major driving forces of products, R&D and services have drawn a new blueprint for Audi to continue to lead China's high-end mobility.
"China customized" products are full of sincerity
At the Audi booth, Audi, together with FAW and SAIC, showcased its model lineup covering the MEB, PPE and J1 electric platforms, highlighting Audi's commitment to electrification in China. According to Gordeno, the combination of gasoline and electric models forms Audi's forward-looking product lineup, which enables Audi to cover different segments in the fast-growing market. The customized models in the Chinese market, represented by the Audi Q6L e-tron, will meet the more diversified needs of Chinese users.
As the first new model based on the PPE luxury pure electric platform and designed specifically for the Chinese market, Gaudno believes that the Audi Q6L e-tron marks another technological leap for the Audi brand to lead high-end electric mobility around the needs of Chinese users. At the same time, its design language is specific to the Chinese market, and it is more local than previous global models, such as a new front face designed specifically for the Chinese market for the first time, a four-ring logo that is illuminated for the first time, and a longer wheelbase that can accommodate a larger battery pack, so that it has a better range than overseas models. In the future, the Audi Q6L e-tron will also be equipped with new connectivity solutions, advanced driver assistance and parking assistance systems, and China-specific digital assistants for the Chinese market, bringing a better electric and smart mobility experience to Chinese users.
Starting at the end of this year, the Audi Q6L e-tron and other PPE platform models will be mass-produced at Audi FAW New Energy Automobile Co., Ltd. Audi will also deepen cooperation with SAIC to jointly develop more intelligent connected models customized for Chinese users, and quickly and efficiently develop new customer groups and market segments.
Localized R&D runs out of "China's acceleration"
Localized products must be realized by continuous deepening of localized research and development. In fact, at the level of localized R&D, Audi has run out of "Chinese acceleration".
Since 2013, the Audi China R&D team has been introducing technology and design trends from the Chinese market to locally produced Audi products. Later, the R&D team was upgraded to the Audi China R&D Center, which is Audi's largest and only end-to-end R&D center outside of Europe and an innovation center for Audi's future-oriented technologies. With the continuous expansion of R&D capabilities and architecture, the Audi China R&D Center combines global and Chinese innovation and development to respond more accurately and quickly to the needs of Chinese users in terms of digitalization, intelligence and personalization. Relying on strong local R&D and advanced production layout, Audi also unveiled two versions of the global and local models simultaneously at this auto show.
At present, more than 90% of Audi's R&D center in China has local R&D talents, focusing on the research and development of intelligent cockpits, user interfaces, digital connectivity, and advanced driver assistance systems. At the same time, Audi is actively cooperating with leading local technology companies in China to further enrich its connected solutions for the Chinese market.
Exclusive service for Chinese users is heart-warming and heartwarming
Audi has deeply imprinted "localization in China" in its products and R&D. Today, Audi is upgrading its customer services to meet the expectations of Chinese consumers for a premium brand experience by tailoring high-end services for the Chinese market.
Among them, the charging service has taken a substantial step. Since the launch of Audi brand charging stations, more than 600 charging stations have been deployed in 31 cities. On April 24, Audi officially announced the cooperation with Porsche on the premium charging network to provide Chinese users with a hassle-free charging experience. It is reported that the premium charging network can support fast charging with a maximum power of 480kW. Since the second half of this year, Audi and Porsche users will have access to more than 900 charging stations in 50 cities across China.
At the same time, Audi continues to discover new user touchpoints and innovate its sales model. By the end of 2023, more than 540 4S stores of FAW Audi have been upgraded to apply the latest design language of the Audi global brand, and 8 Audi city showrooms have been opened. Up to now, FAW Audi has 615 marketing and service networks in 247 cities in China, and SAIC Audi has 181 dealer stores in 88 cities.
"China has always been one of our most important markets and a core area of action for the implementation of the Audi Future Plan. The plan focuses on balancing transformational development and strategic planning, with a focus on products, technologies, brand positioning, and development in core markets such as China. "I am confident that Audi will continue to maintain its leading position in the Chinese market through market-specific products, deepened local R&D capabilities, and a strengthened commitment to customer centricity." ”