Qiu Xiandong: FAW Will Continue To Work Hand In Hand With Audi To Create "Audi Golden Decade"

On April 19, 2021 Shanghai International Automobile Exhibition officially opened. FAW Volkswagen Audi launched a strong landing with two global first-line models and four core product matrix, demonstrating the strength of "double track leader" in fuel vehicles and electric vehicles.

At the beginning of this year, FAW Volkswagen Audi put forward the business idea of "gathering momentum and opening up new". Gathering power refers to FAW Volkswagen Audi's efforts to gather the win-win situation of manufacturers, the power of product lighting, the trend of brand strengthening, the potential of user operation and the potential of new energy marketing, so as to help Audi brand continue to consolidate the development of higher quality. Qixin is a new generation of fuel vehicles and a new journey of electrification.

Under the guidance of this business idea, in the first quarter of this year, FAW Volkswagen Audi's sales in China reached a record high, with 207196 new cars delivered, up 83.3% year-on-year.

Qiu Xiandong said: in the past 33 years, FAW and Audi have jointly achieved many pioneering achievements in the history of Chinese automobiles, helping the Chinese market to become Audi's largest single market in the world for many consecutive years. The cumulative sales volume in China will be the first to break through the 7 million mark this year.

Taking Shanghai auto show as an opportunity, FAW Volkswagen Audi once again fully demonstrates its position as a leader in luxury car market in China and a driver of Audi brand development in the future, and will lead Audi brand to open a golden decade in China.

Go hand in hand to create Audi golden decade

Based on the profound changes in the current automobile industry and the major turning point in the Chinese market, Qiu Xiandong, general manager of FAW, said that as Audi's most important and priority partner in China, FAW will continue to work hand in hand with Audi to open a new strategic cooperation facing the future and jointly create "Audi golden decade".

Specifically, FAW and Audi will adhere to the market orientation, continue to deepen the cooperation of the whole product line, and build an important thrust force for the golden decade with a more complete, leading and saturated product layout. At the same time, adhere to the user-centered, work together to create the ultimate pleasure experience. Among them, as the most important strategic resource of Audi brand in China, FAW Audi dealer network will fully undertake the after-sales service work of all Audi models in China, and is committed to providing consistent and ultimate service experience for Chinese users. In addition, FAW Audi will adhere to the drive of innovation, accelerate the transformation and upgrading of its business in China, and promote innovation and cooperation in all fields, so as to make FAW Audi more competitive Become the main battlefield of Audi's innovation in China.

Gathering momentum: helping Audi to make its way in China

Based on the strategic cooperation framework at the shareholder level, the paper focuses on FAW Volkswagen Audi's business strategy of "gathering momentum and promoting innovation". The so-called "gathering potential" is to aggregate the potential energy of five dimensions, namely, win-win of manufacturers, product lighting, brand strengthening, user operation and new energy marketing, so as to continue to stabilize the high-quality development of the brand and "go more steadily".

In terms of the relationship between manufacturers, FAW Volkswagen Audi will take seven measures, including expanding flow, improving quality and promoting transaction, to improve the profitability of dealers under total factor management and consolidate the win-win situation of manufacturers.

In terms of products, in 2021, FAW Volkswagen Audi will fully cover the market segments from a, B to C and D through an unprecedented 33 new car lineup, so as to maintain its strong competitiveness in various markets.

Among them, star SUVs including q5l, q2l and other star SUVs will usher in medium-term modifications, and the much concerned brand-new Audi A3 family is officially launched. In the field of new energy vehicles, the e-tron series will be launched in an all-round way, including domestic Audi e-tron, e-tron Sportback and other heavy-duty products. In addition, RS 6 Avant, RS 7 Sportback, RS Q8, r84 high-performance products will also usher in mid-term modifications.

On the brand level, in 2021, FAW Volkswagen Audi will launch four brand campaigns, including e-tron family's breakthrough battle, RS flagship sky group communication war, A8L hoxhy landing battle, and ice and snow sports battle, on the basis of synchronous brand strategy renewal launched by Audi worldwide, so as to drive Audi brand upward.

In terms of user operation, FAW Volkswagen Audi will build a cloud listening platform in 2021 to manage the user experience in a full closed-loop manner, and comprehensively upgrade the digital level of user complaint handling, and strive to achieve the goal of 100% one-day solution rate of user complaints.

In addition, FAW Volkswagen Audi will continue to improve user experience and tap user value through various means. In order to occupy the highland of new energy market of luxury cars as soon as possible, Audi brand launched the "five new" marketing system for new energy sales in the future. FAW Volkswagen Audi will reshape its offline stores and complete the construction of 233 exclusive new energy exhibition areas by the end of 2021

At the same time, facing the transformation and transformation of digital industry, FAW Volkswagen Audi will also create an innovative layout centered on digital transformation.

It is understood that FAW Volkswagen Audi will make use of Audi EP, an Audi business ecological digital platform 2.0, integrate and build three enabling platforms, improve the digital level of sales management, strengthen the lean degree of sales management, achieve more than 300 function improvements, meet more than 90% of the demand of dealers, and develop more than 30 innovation scenarios, so as to provide a powerful driving engine for Audi to develop in the digital era.

Qixin: fuel and electric double track leader

At the 2021 Shanghai auto show, FAW Volkswagen Audi showed its strong product strength. Among them, the new Audi q5l and Audi A6 e-tron concept were launched in the world. In addition, four core product matrixes, including high-performance matrix, personalized family, electric family and main star models, also appeared one by one.

FAW Volkswagen Audi has set a benchmark for luxury brands, whether it is fuel vehicles or electric vehicles.

In the field of fuel vehicles, represented by the global launch of the new Audi q5l, FAW Volkswagen Audi has achieved a full matrix product refresh, further strengthening the market competitiveness and meeting the diversified product needs of users.

As the market pioneer and sales record maker of luxury B-class SUV, Audi q5l has always been favored by Chinese consumers. In this auto show, the new Audi q5l, which is the world's first show, will achieve a substantial upgrade comparable to the next generation in terms of design, space, technology and control, showing the strong product strength of the universal luxury B-class SUV market benchmark.

The new Audi q5l not only inherits the enterprising gene of Audi Q family, but also achieves a substantial upgrade comparable to that of the next generation in design, space, technology and control. Moreover, it redefines the market benchmark of luxury B-class SUV with a number of "peer leading".

In addition, the high-performance matrix led by Audi RS Q8 and R8 coupe, the personalized family led by Audi A4 allroad, and the main star models led by Audi A3 family, A4L, A6L and Q3 will also participate in the exhibition.

In the field of electric vehicles, taking the global launch of Audi A6 e-tron concept as an opportunity, FAW Volkswagen Audi has realized the overall layout of Audi's four major electric vehicle platform products, which will give consumers more personalized electric travel options and accelerate the brand electric transformation.

At the FAW Volkswagen Audi exhibition stand, we will also see the latest Audi electrified family models, such as Audi e-tron family star model, Audi A8L 60 TFSI e plug-in hybrid model.

Not long ago, FAW Volkswagen Audi e-tron came into the market, officially opening the localization production of Audi brand electric vehicles in China. In order to promote the electric strategy, FAW Volkswagen Audi will continue to introduce more electric products in the future to help Audi open a new situation in China.

Volkswagen Group and Audi brands are actively transforming to electric vehicles. Audi has built four pure electric brands: MLB Evo modular electric vehicle platform, MEB entry-level electric vehicle platform, PPE high-end electric vehicle platform, and J1 high-performance electric vehicle platform. Audi plans to launch 30 electric models worldwide by 2025. At the same time, by 2022, FAW Volkswagen Audi will deploy 10 pure electric vehicles in the Chinese market, of which 4 are domestic models.

It is worth noting that for the electric transformation, the strategic thinking of FAW Volkswagen Audi is that the comprehensive electrification of travel mode is a complete and huge system engineering, which needs to completely eliminate the anxiety of users and ensure that users can obtain brand-new experience comparable to or better than traditional fuel vehicles in all aspects of product service.

Therefore, relying on Audi's 100 year luxury heritage and strong system strength, it actively creates a comprehensive electric strategy driven by user value, and provides users with high-end electric travel experience with luxury quality and forward-looking technology. At the same time, based on the whole life cycle of users, the power consumption of luxury assets in the era of fuel vehicles will be fully evolved, which is not the electric era of luxury cars (luxury + electric), but the luxury cars in the electric era (electric x luxury).

We should cultivate opportunities in the crisis and open a new situation in the changing situation. In the great change of automobile once in a century, the luxury car market will also usher in great changes. Qiu Xiandong said that FAW and Audi have drawn a magnificent blueprint for the future "golden decade", and will continue to work together to provide better products and services for Chinese users, and make new and greater contributions to the transformation and upgrading of China's automobile industry and high-quality development!