2018 Guangzhou Motor Show just ended, on to the official arrival of the 30th anniversary of Audi China market day. This is that time of the Audi, but also a shot in the arm, after all, on previous sales results, the Audi behind the Mercedes.
2019 the first working day, can not wait to Audi China announced its own brand sales results in 2018, the final total sales of 660,888, with an increase of 11 percentage results, defending the single brand luxury car market Top sales.
However, it is necessary to note that in 2018 six months after Audi in China Jedi counterattack, is not accidental, continuous several times in recent years, Audi in the Chinese market are relying on the latter half of overweight eventually won champion.
in 2019, missed the luxury car champion?
If, in 2018, Audi in December erase the Mercedes-Benz sales gap 7000, is already a for a miracle. So, placed in front of the Audi 2019 the situation has been almost missed the luxury car championship.
in front of October, three Mercedes-Benz BMW Audi sales results are: BMW – Champion, 61400; Audi – runner, 60154; Mercedes-Benz – third place, 57142.
cumulative sales in the first 10 months, Audi and again in recent years, did not get the lead. BMW’s January-October sales position in the championship, with a slight gap between the leading Mercedes, total sales of 587,417, an increase of 13.8 percentage; Mercedes-Benz January-October total sales of 583,032, an increase of 5.8 percentage.
more behind the Audi, the first 10 months of total sales of 551,194, an increase of 2.1, the gap with BMW’s 3.62 million units, the gap with Mercedes-Benz’s 3.18 million units.
gap
7000, for the Audi, it still can be used conventional discount promotions, increasing wholesaleThese moves amount to filled, while sales of 30,000 units gap at every turn, for the 2019 Audi, time only two months.
Even BMW, Mercedes-Benz adjustment strategy or major mistakes, Audi with two months to fill the sales gap of more than 31,000 units have been hardly any possibility.
For many years continued to dominate China’s luxury car market, Audi, missed the championship, will obviously bring a range of new direct influence.
can guess what will happen
a guess: Personnel adjustments
In accordance with our law business community point of view, when a performance had been good business, sudden decline in the market, stall, someone will eventually be the team to assume this responsibility. For Audi, its China market strategy, architecture, team, etc., are subject to change.
Conjecture 2: SAIC Audi will accelerate
Previously, SAIC Audi project set up, easy to see Audi brand in the Chinese market has a new idea and implementation plan. For a number of Chinese brands, definitely not the same as a common brand to sales as a pilot, but brand awareness, vehicle technology force, under the influence of the surrounding eventually form a good sales performance. The current Audi in the Chinese market, is more like a common brand development model for the idea.
In fact, the SAIC Audi’s series of hardware manufacturing conditions have been in place, after the birth of SAIC Volkswagen Hui expensive project, so that SAIC already has a series of production models MLB EVO platform experience, and now SAIC Volkswagen factory MEB It has been achieved models off the assembly line, in fact, so many new clues SAIC Audi’s ready to come out.
Conjecture III: Audi different models will launch in the Chinese market
For a high probability lost China luxury car market, Audi sales champion, it obviously wants to win back the throne, and brand building, quality of service, sales channel optimization and other aspects of progress, it takes time cost. For pinAmount of performance and to enhance the quickest brand, no doubt, into the specific models of sale terminals.
The next stage of the Audi models can have more advantages, it is clear that the future trend would be good.
At present all Audi series models in the Chinese market, Audi A4L, the Audi Q3, Audi Q5L, Audi A6L, Audi Q7 several, have been updated to the latest generation. Today’s market performance, clearly shows, the latest generation of technology that Audi BMW, Mercedes-Benz in the contest, did not get any good.
is now in the Chinese market, Audi series models left the impression that the consumer market, luxury brand cost-effective. BMW does not think of movement as mentioned, referring to Mercedes-Benz think luxury, think of the Volvo safety mentioned, there is a direct label.
Thus, for the Audi brand, want to reverse, reshape the Chinese consumer perceptions of the brand, the brand still want to bring a series of advantages. For example, in athletic performance, S Series, A5 / A7 and other models, RS Series models, the Audi does have its own unique performance on the track.
and this class of models, has repeatedly been speculation SAIC will be introduced Audi, Audi will be introducing intensify.
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However, more than for the Audi brand, are just a short little trouble, any one car prices in their own development process, will not always be smooth sailing the rise. A few years ago, when Audi took the vast majority of China’s luxury car market, BMW, Mercedes-Benz is the same in adjusting their rhythm.
As for Audi in the Chinese market, in fact, just behind Volkswagen Group does not rely on any major mistakes, it is still relatively strong luxury brand first camp.
at the moment of the Audi brand strategy in the Chinese market, we need to sort out and adjust. After all, the price is dropping not a permanent solution, even along with the price dropping, squeezed directly underneath the Volkswagen brand living space.