AutoBeta(AutoBeta.net)02/29 Report--

According to media reports, the FAW-Volkswagen Audi brand, which has undergone many personnel adjustments in the short term, made plans for personnel adjustments again a few days ago, and the plans are all senior personnel.

The specific adjustment is that the general managers of the six major sales regions will be partially replaced and some competitive hired, and the general manager will be on the post next week; while the two deputy general managers in charge of the network and training department and the user service department will exchange positions this week.

FAW-Volkswagen did not respond to this matter. However, the news means that FAW-Volkswagen has made three personnel changes in less than four months.

Prior to this, on November 2, 2019, Sun Huibin, Deputy General Manager of FAW-Volkswagen Brand sales Company, succeeded Jing Youth as Executive Deputy General Manager of FAW-Volkswagen Audi sales Department, fully responsible for Audi brand marketing. Jing Qing was transferred to the Mobile Travel Division of China FAW Group.

In early January 2020, Zhang Qiang, former general manager of FAW-Volkswagen brand sales in South China, served as deputy general manager of FAW-Volkswagen Audi, while Hu Shaohang, who has held the same position since July 2017, was transferred to the brand public relations department of FAW Group.

Reviewing the sales of FAW-Volkswagen Audi brand in 2019, the cumulative sales reached 688000 vehicles, an increase of 4.2% over the same period last year, and once again set a new annual sales record. However, compared with Mercedes-Benz and BMW, Audi did underperform in 2019, although the Audi brand failed to achieve top sales last year. Because both Mercedes-Benz and BMW brands include MINI and Smart brand sales of their brands, Audi has achieved top sales for many years with single-brand sales.

Calculated by a single brand, FAW-Volkswagen Audi sold 661000 vehicles in 2018, up 11% from a year earlier, while Mercedes-Benz and BMW brands were 653000 and 640000 respectively, up 11.1% and 7.7% respectively. Audi brand is slightly better than both, but whether it is a single brand or not, Audi brand is also in third place in 2019. BMW sold 72.37 million vehicles in 2019, while Mercedes-Benz sold 70.21 million vehicles, while Audi ranked third in the luxury car market with 689000 vehicles. Obviously, in 2019 luxury brands, Audi brand has been grabbed a lot of market share.

Previously, the Audi A6 and Q5, which surpassed the Audi A6 and the Q5, which has defended its crown for six months, slipped in the high-end rankings in the face of the January holiday and the epidemic, with the Q5 and the No. 1 Mercedes-Benz GLC pulling up sales of nearly 60, 000.

In its 31st year in China, Audi lost sales to BMW and Mercedes-Benz. To that end, Audi will launch 23 new cars in 2020 and has set an annual sales target of 700000 vehicles with a market share of 25 per cent.

Obviously, in the face of great changes in sales, FAW Audi is making a major adjustment to seek more possibilities for promotion, including a number of personnel and strategic adjustments.

In addition, Audi is planning to split the Audi brand, which has been owned by FAW-Volkswagen for 13 years, that is, to separate Audi's sales division into a separate company, which will involve the core share of sales interests.

Some people in the industry said that the establishment of a sales company by FAW Audi will improve the decision-making efficiency of FAW Audi, help to cope with market changes, and occupy more initiative in the game with SAIC Audi in the future. therefore, it can also be seen as the FAW Audi sales company will become Audi's real headquarters in China.

According to previous reports, in the announcement of Enterprise name Declaration and Registration of the General Administration of Market Supervision in December last year, it was found that "FAW Audi sales Co., Ltd." as an enterprise name had been formally approved by the State Administration of Market Supervision and Administration.

In the face of the increasingly fierce market competition of luxury brands, coupled with the arrival of SAIC Audi in 2022, FAW Audi will face more challenges, and repeated personnel and strategic adjustments show that FAW-Volkswagen Audi has more expectations for future development.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat