Audi China, said the outgoing general manager of Ping Derui unrelated sales

Posted on 7/23/2015 8:05:07 PM

Dow Jones reported that Audi will arrange the incumbent head of China Ping Derui (Dietmar Voggenreiter) retiring, former FAW - Volkswagen executives succeed. Recently, Audi sales in China and weak performance, while also working in China auto subsidies, and reduced sales targets.
Chinese business will be coaching change
In the July edition internal publication "Audi Mobil", the Audi announced, General Manager of Audi (China) Enterprise Management Co., Ltd. Ping Derui will leave by the end of 2015 Audi (China) Enterprise Management Co., Ltd., general manager positions, to return to Europe; by the current Audi Head of product line strategy to succeed Joachim Wedler, who worked in the FAW - served as the first deputy general manager of the public.
helm from 2009 Audi business in China, will be retiring at the end of this year return to the Audi headquarters in Germany.
About the personnel changes, Audi sales in China claimed performance deterioration with no connection, one Audi spokesman said:. "The conventional management changes were already in the planning."
China (including Hong Kong) is Audi's biggest single market, consumer-oriented Audi June sales of 47,831 units delivered, and delivered in June 2014 sales of 50,756 vehicles, down 5.8%. The first half of 2015, Audi delivered sales from 268,666 vehicles in the Chinese market grew by 1.9% to 273,853 units, which is the slowest growth rate in recent years, the level of the same period.
May this year, Audi ended the continuous growth in China for up to 26 months. To the continuous decline in June. In contrast, the 2014 Audi sales in China last year, 578,900 units, an 18% rise.
The same as the German luxury car brand three, BMW performance is not ideal, the BMW brand in June sales of 36,887 vehicles in the Chinese market, in June 2014 sales of 37,373 vehicles, up slightly down 1.3%. The first half of the BMW brand in China, the cumulative sales of 216,020 units, 210,783 units over the same period last year, an increase of 2.48%.
Mercedes - Benz is the strongest performer among the three who, in June 2015 in the Chinese market sales of 32,507 vehicles, up surged 38.5% 23,465 units over the same period last year. In the first half, Mercedes-Benz delivered in China, the cumulative sales reached 165,321 units, an upgrade of 21.6% over the same period last year 135,972 units. The gap between the Chinese market Mercedes-Benz and Audi, BMW is narrowing.
But in the next few years, Audi is still expected to remain China's best-selling luxury car title. According to IHS data and other statistical agencies, between 2010 to 2014, Audi sales in China grew by 147%, while likely to slow to 25 percent between 2014 to 2020, BMW and Mercedes-Benz to the same period rose 31% and 65%, respectively . By 2020, Audi sales in China is expected to be 725,000 units, 579,000 units of BMW, Mercedes and 458,000 vehicles.
Various measures to sort out business in China
From Gasgoo finishing materials and other institutional analysis point of view, the reason why Audi sales in China landslide, on the one hand because of its aging model lineup, on the other hand the overall automobile market and macroeconomic too sluggish. Audi sales structure, before growth is mainly the Audi Q3 and the Audi A3 compact car, the Audi A4L and Audi A6L are on the verge of the end of the product cycle, has just come out of the Audi A4 has not yet entered the Chinese.
To this end losing streak Audi sales in the face of the situation, to take measures to adjust China recently continuous operations.
First of all, there are foreign media disclosure of the Audi dealer will provide China 1.2 billion yuan (about 193 million US dollars) of financial support. The money will soon be released to the Audi China distributor. Audi Chinese company did not confirm the news, saying only that in a competitive market environment is gradually expanding, Audi will work hand in hand with their dealers.
In addition, Audi has lowered its sales target in China this year, from the 600,000 down to 580,000 last year's considerable. The company said it will release specific sales goals in the first half earnings report officially announced on July 30.
China car sales volume decline experienced in the first half of this year, dealers have joined together to lower car prices to sales targets, and improve dealer profits. BMW, Volkswagen, Toyota and Renault and other car companies have said it would subsidize dealers varying degrees of support to offset the cost of dealer inventory is too large due to such factors brought up.

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