On November 8, Audi headquarters in Ingolstadt responded to the NBD (micro signal: NBD-AUTO) message and did not deny that it was in touch with SAIC on a joint venture. "We do not comment on SAIC's speculation," Audi AG wrote in the e-mail.
NBD cars further understand that SAIC-driven Audi in China set up a second joint venture process is accelerating. On the one hand, the introduction of luxury brands under the Volkswagen Group, SAIC has been the direction of the effort; the other hand, Audi nearly two years in the Chinese market growth slowed down, and FAW - Volkswagen equity adjustment in a series of issues, Group and Audi's cooperation is no longer as indestructible as before.
However, "SAIC Audi" and not the moment as well as the exposure. "Audi will not easily decide to set up a new joint venture in the Chinese market." A person close to Audi said to NBD, the current progress is the feasibility of the two sides are conducting a feasibility study. And the previous plan to buy Alfa Romeo similar to Audi, and the plan in the Audi chairman Staedt and Fiat CEO Margione met several times after the final to give up.
"A new project to promote the need for a full range of assessment, but also take time." The close to the relevant person in the Audi NBD car, said the FAW Audi sales company has long been discussed, always unsuccessful context, "SAIC Audi joint venture "There is still a large variable, which is also considered to increase the Audi" chips. "
Audi no longer thriving
Audi for the current performance of the Chinese market dissatisfaction has been very clear, but also the SAIC Audi event "fuse." Audi leads the Chinese luxury car market, "thriving" status in 2015, abruptly stopped. In particular, in the case of other competitors to speed up the layout, Audi is facing the risk of internal and external risks.
According to Audi before the global layout, in the Chinese market into a steady growth period, Audi will focus on the North American market. However, due to "emissions gate" and a series of events, Audi may not turn back, re-tap the growth potential of the Chinese market.
On the one hand, in sales, the Chinese market sales accounted for one third of the global contribution of the "red line" has been broken. Data show that the first three quarters of this year, Audi sales in China a total of 440,200, an increase of 6.5%, accounting for 31.25% of global sales. NBD car statistics found that Audi's market share and has been quite different.
On the other hand, NBD cars learned that the A3 family as the representative of the A-class cars occupy sales-led, but its profit margins are far lower than the C-class cars. At the same time, to A6L as the representative of the advantages of models, relying on price advantage to ensure market share. This led to a significant decline in the contribution of the Chinese market profits.
These two aspects of the Audi global level unexpected. At the same time, for the FAW - Volkswagen's asset evaluation, the two sides failed to unify the shareholders, FAW management changes led to slow decision-making, public "emissions gate" lead to equity changes in the delay, in a number of factors together, Audi in the Chinese market can not get more Multi-profit and voice.
Therefore, the Audi and SAIC joint venture set up a second company, also faced with layers of challenges. In accordance with the plan, SAIC plans to set up a new company with the Audi, SAIC Volkswagen team by the surgeon. However, NBD cars learned that, unlike the Skoda model, SAIC's Audi joint venture plans to be independent of SAIC-VW.
SAIC Audi non-short-term optimal solution
Even in accordance with the "OEM" production Audi models, Audi SAIC in the new sales model to start first, Audi in the Chinese market is still facing a new pattern of many risks.
First, the product distribution level, Audi and the public is different, its model is difficult to support the two joint venture distribution. In particular, at present, FAW - Volkswagen factory in Foshan Audi new car import, and the introduction of new Q5 have been completed, the cost of re-distribution of products is very high.
Second, in the joint venture model level, the Skoda model is not suitable for Audi. Skoda in the Chinese market in the public "halo", the brand has never been divorced from the public, in this case, the Skoda brand sales ceiling, continued growth is also facing challenges.
It is noteworthy that, after the Porsche project "stranded", SAIC's luxury brand for the public's competition has not stopped. Audi's difficulties in the Chinese market to the Volkswagen Group and SAIC to see the new opportunities come together. However, this incident, the core role of Audi has not made a stand.
NBD Automotive understands that the Stade team is currently "extinguishing" the United States market, at this time, as the world's largest single market, the Chinese market is the most important "stability." However, the establishment of a second sales company facing a series of problems, Caterpillar 320D injector valve it is easy to make it in the most stable market fluctuations in China, which is unacceptable situation of the Audi Board.
Analysis, the solution to the existing system under the Audi brand's sustainable growth and profit rebound, is the most realistic question of Audi. Relevant system reform has been urgent, after the FAW Audi sales company's solution may be more urgent.
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