At the 2024 Beijing International Automobile Exhibition, Audi CEO Gernot Döllner looked extremely confident at the booth.
What gave him strong confidence was the blockbuster debut of the new generation of pure electric vehicles behind the Audi Q6L e-tron, as well as the strong participation of models based on the three pure electric platforms of MEB, J1 and PPE. When we saw the brand slogan "Breakthrough Technology, Inspire the Future" followed by "Electric Era", we knew that this timeless brand gene is being "electrocuted" and deepened in the industry change, which also symbolizes the official start of a new round of key actions for Audi to innovate and change in China.
奥迪全球CEO高德诺(Gernot Döllner)
After a glimpse of Audi's impressive and powerful lineup, we also had an in-depth conversation with Audi CEO Gordeno, who showed us Audi's huge product offensive in the future, emphasized Audi's strategy to deepen the Chinese market, and further strengthened Audi's positioning in the premium luxury market.
The largest product offensive in history
Audi's booth was undoubtedly one of the hottest booths at this year's auto show.
Led by the Audi Q6L e-tron, Audi and its two local partners, FAW and SAIC, also brought us the Audi SQ6 e-tron and Audi Q5 e-tron RS package racing version, as well as a total of 14 models such as the Audi Q4 e-tron and Audi RS e-tron GT, forming a luxury lineup for the exhibition, allowing us to see a more comprehensive and diversified Audi product matrix.
The new PPE luxury electric platform, which combines an 800-volt electrical architecture, powerful electric motors, advanced battery and charge management systems, and integrated digital and intelligent solutions, is undoubtedly an important milestone in Audi's acceleration of its electrification transformation. The first Audi Q6L e-tron based on the PPE platform and the new E3 1.2 electronic architecture represents Audi's cutting-edge technology and is designed specifically for the Chinese market.
PPE luxury pure electric platform
At the Volkswagen Group Media Night, which took place on the eve of the show, the world premiere of the Audi Q6L e-tron was one of the absolute protagonists. The new car, jointly developed by the Audi Beijing Design Center and the German technical research and development department, has undergone a number of design upgrades based on the needs of Chinese users, such as the front face and the illuminated four-ring logo designed for the Chinese market for the first time, and the wheelbase has been increased by 105mm to 2995mm, making the whole car more slender and has a more spacious and comfortable interior space.
Thanks to the PPE platform's 800-volt electrical architecture and advanced three-electric system, the Audi Q6L e-tron has a maximum power of 345kW, supports DC fast charging power of up to 270kW, and is equipped with a 107kWh battery pack that is larger than the overseas version due to the extended wheelbase, and the pure electric range can reach 700km in CLTC mode. In the future, the car will also be equipped with new connectivity solutions developed specifically for the Chinese market, advanced driver assistance and parking assistance systems, and China-specific digital assistants.
The first Audi Q6L e-tron based on the PPE luxury electric platform and designed specifically for the Chinese market was unveiled at the Beijing International Motor Show
Mr. Gaudnow, CEO of Audi, said that the Audi Q6L e-tron will be officially localized and mass-produced at Audi FAW New Energy Automobile Co., Ltd. in Changchun at the end of this year, becoming another blockbuster new energy model made by Audi in China, demonstrating another technological leap in the leadership of high-end electric mobility by the Sihuan brand. What's more, the Audi Q6L e-tron is another start, and its arrival marks the beginning of the biggest product offensive in Audi's history.
At the same time, Audi CEO Gaudno also made it clear that 2024 and 2025 will be a year of transformation for Audi, with more than 20 models to be launched to the global market in the next two to two and a half years, following the Audi Q6 e-tron and Audi A6 e-tron series, new SUVs and sedans will be launched, and the power form will cover pure electric, internal combustion engine and plug-in hybrid, creating a forward-looking Audi product matrix with unprecedented strength.
Deepen the China strategy and increase the localization layout
Previously, Audi unveiled its "Audi Agenda", which aims to balance the transformation and strategic planning of the Four Rings brand, focusing on products, technologies, brand positioning and, most importantly, deepening its presence in China, one of its core markets.
Audi CEO Gaudnow emphasized that the Chinese market is a core area of action for the "Audi Future Plan" and is a high-priority market. Audi has developed a comprehensive roadmap to accelerate its transformation in China, including increasing investment in electrification, digitalization and intelligence in the Chinese market, deepening relationships with local partners, and appointing Johannes Roscheck, the new president of Audi China, to lead the Chinese team to further optimize its business operations in China.
Audi CEO Gaudno (right) and Audi China President Yinghan Luo (left)
In the Chinese market, Audi's strategic logic is very clear.
First of all, driven by local R&D, we can quickly respond to the unique needs of Chinese users. Since 2013, the Audi China R&D team has been bringing technology and design trends from the Chinese market to locally produced Audi products, especially after entering the era of electrification and intelligence, focusing on the research and development of advanced functions and solutions such as intelligent cockpits, user interfaces that convey brand values, and digital connected services.
At the same time, we will take advanced production as the benchmark to promote the high-quality transformation and upgrading of China's automotive industry. As one of Audi's most advanced production sites in the world, the new Changchun plant will not only be Audi's first production base for pure electric vehicles in China, but will also set the benchmark for smart manufacturing in terms of digitalization, efficiency and sustainability, and will officially start mass production of PPE models by the end of the year, with an estimated annual production capacity of 150,000 vehicles.
The Audi Q5 e-tron RS Package Racing Edition made its Chinese debut at the Beijing International Motor Show
In addition, the market customized models are the starting point, just like the Audi Q6L e-tron, a blockbuster model with more local characteristics that surpasses the previous global series models. In the future, Audi will also work with SAIC Motor to develop new all-electric models. By leveraging its electrification transformation strategy while offering gasoline models, Audi will meet the broad and diverse needs of Chinese consumers.
In addition, focusing on the needs of Chinese consumers, we will enrich and upgrade the high-end customer experience. By the end of 2023, more than 540 4S dealerships have been upgraded with the latest design language of the Audi global brand, and 8 Audi city showrooms have been opened, and FAW Audi currently has 615 marketing and service networks in 247 cities.
Based on Audi's comprehensive presence in the Chinese market, Audi sold a total of 729,000 vehicles in China in fiscal 2023, which is one of the strongest years for Audi in the Chinese market. In the first quarter of 2024, Audi's sales in China grew once again, up around 14 percent year-on-year, and deliveries of all-electric models increased by 54 percent year-on-year.
The Audi SQ6 e-tron made its Chinese debut at the Beijing International Motor Show
With the launch of the Audi Q6L e-tron and other new models based on the PPE platform coming off the production line at the new plant in Changchun, Audi will further strengthen its competitiveness in the Chinese market and demonstrate that China plays a more critical and strategic role for Audi.
It is undeniable that as a representative of traditional luxury brands, Audi faces strong competition from new forces and independent brands in the Chinese market, but Audi still has a strong core competitive advantage.
With more than 35 years of experience in the Chinese market, Audi has more than 100 years of experience in car manufacturing, and can be said to be the most familiar partner to domestic consumers. At the same time, Audi is proud of its leading technological capabilities, including quattro all-wheel drive system, chassis tuning, electric drive system, high-voltage battery, intelligent cockpit, advanced driving assistance, etc., which provide a solid foundation for product development, thereby bringing Audi's signature excellent driving quality and user experience, which is highly compatible with the current needs of Chinese consumers for digitalization and intelligence.
Audi unveiled its all-electric model at the 2024 Beijing International Auto Show
In the future, Audi will further strengthen its partnership with FAW and continue to deepen its cooperation with SAIC Motor to create innovative customer touchpoints and sales models to bring a new brand experience to meet the needs of Chinese consumers in terms of intelligence and personalization, and promote Audi's position in the Chinese market.
As a result, Audi CEO Gordeno said that with excellent partners, a clear local plan and a strong product lineup, Audi has all the ingredients to continue to lead the development of the Chinese automotive market.
With strong product strength and a firm brand strategy, it is not surprising that Mr. Gaudno in front of us can be so confident.