Recently, the new Audi A4L officially listed, the price range of 299,800 ~ 412,800 yuan.
One in China as a strategic market, the most important Audi models Audi A4L has been a pillar of its sales in China and product line. By the Federation data show that from January to August, the Audi A4L in the proportion of the overall sales of the Audi brand reached 20.8%.
It is noteworthy that, the Audi A4L in the luxury car class B in the "Big Brother" status is being challenged. The first eight months of this year, Mercedes-Benz C-class total sales reached 71,800, an increase of 49.4%. Over the same period, Audi A4L sales reached 75,900, an increase of 5.5%.
Audi A4L is not only a challenge, the face of Mercedes-Benz and BMW, "Run", but also to the Audi brand feel some pressure. In the first eight months, Audi sales in China a total of 384,100, an increase of 8.8%; total sales of 303,600 Mercedes-Benz (including smart), up 32%; BMW sales 330,000, up 10%.
Though Audi still leading the Chinese luxury car market, but the face of BMW and Mercedes-Benz frequent big movement in the Chinese market, the face of the next decade, the face of the Chinese market into the new normal, Audi will continue to maintain our competitive edge is still under a important issue.
At the press conference the same period, the Audi brand also held the summit, Chairman of the Board of Management of Audi AG Rupert Stadler Audi AG Marketing and Sales Director Feng Derui to NBD Cars (Micro Signal: NBD-AUTO) detailed interpretation of the Audi A4L market positioning, as well as Audi's "strategy 2025" concrete floor measures.
To firmly occupy 30% share of the premium car
NBD car: Mercedes-Benz C-Class and BMW 3 Series violent chase is a threat to the current status of the new Audi A4L in the B-class luxury car market?
Stadler: The new Audi A4L in quality and smart technology has a number of upgrades. Whether in Europe or the United States market, the Audi A4 are favored by consumers. In the US market, this year's 4 May, Audi is only one month to expand market share in the brand.
NBD Cars: In China, Audi's growth to lag behind Mercedes-Benz and BMW, how to treat Audi recently tend to slow down the growth?
Stadler: In fact, the entire market can be said that there is a new normal, unlike the previous increase so rapidly. For example, in July, our growth reached 6.5%, which is a new normal, but our forecast and the same. According to Audi's "sustainable" strategy, the current growth is sustainable growth.
NBD Auto: China has always been Audi's most important market segments, in the first eight months, the Chinese market for the Audi worldwide have contributed more than three percent share, but Mercedes-Benz and BMW is growing rapidly, Audi future will be how to maintain the current luxury cars in China market leadership?
Shi Ted: In the Chinese market since 2014, Audi sales in China each year are more than 500,000, and firmly occupied the high-end car market share of 30%. Audi Changchun in China market and has two manufacturing bases in Foshan, we are still Beijing Audi has R & D center, with a August 22 Audi and Volkswagen in Tianjin to establish a new production plant for domestic transmission, Audi has continued to overweight Chinese market.
Future, as the "2025 strategy" landing, Audi is confident to maintain its leading position in the luxury car market. Because for Audi, China is not just a sales market, it is an important market for Audi to implement the strategy. Also worth mentioning is that in the global market, Audi's sales growth has continued for 80 months.
NBD car: how to make the Audi "2025 strategy" to be implemented in the Chinese market fall?
Feng Derui: In short, our future launch of the "2025 strategy", there are three dominant ideology, that is digital, urbanization and sustainable. From the specific operation and implementation of the three strategies, Audi has a travel program "Audi on Demand".
For digitization, the Audi to become a digital car manufacturers. By 2020, all Audi production models can be achieved online networking, digitization experience, including sensors, radar, laser headlights and other smart technology.
By 2017, we will launch the new Audi A8, the autopilot will reach 60 kilometers per hour, are yet other companies can do. In addition, Audi will launch a new digital platform --myAudi with customized services, providing mobile Internet era of personalized user experience.
Urbanization purpose is based on the city's future needs, research and development and provide automatic parking and automatic driving and other technology. In the increasingly popular field of car-sharing, we test the water last month in Hong Kong, China "Audi at home" project, also plans to promote more cities in mainland China.
NBD car: BMW's "first strategy" has been clear for the Chinese market a new energy strategy, Audi have proper planning?
Feng Derui: Audi with 3 plug-in hybrid propulsion new energy strategy. Currently Audi A3 e-tron way to import the Chinese market.
Later this year, the Audi A6L e-tron will be listed, and the Audi Q7 e-tron the 2017 listing. By 2018, we will launch the first electric SUV, the mileage up to 500 kilometers. By 2020, Audi introduced a further 3 models.
By 2025, we expect global sales of Audi cars in all, the four each have one electric vehicle, that is, with 25 percent of Audi models. These models are expected to be sold in the Chinese market. Audi layout for new energy vehicles is an important part of a sustainable strategy.
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