AutoBeta(AutoBeta.net)03/27 Report--

On March 26th, Audi officially announced that Werner Eichhorn will take charge of Audi's business in China from Gaby-Luise W ü st and report to Audi CEO Duzman. Wu Jiabi, former president of Audi China, will be transferred to Wolfsburg, Volkswagen headquarters, to take up the new management position of Volkswagen brand.

According to data, an Shihao joined Volkswagen Group in 1982 and held several sales management positions at Audi since 1993. From 2005 to 2008, he served as General Manager of the sales Division of FAW-Volkswagen Audi, responsible for Audi's sales business in the Chinese market, returned to Volkswagen Group headquarters in 2008 as Volkswagen passenger car Minister, and served as Skoda Brand Marketing and sales Director in 2012. In September 2017, he became the director of sales and marketing for Volkswagen North America.

Wu Jiabi knows more about China than an Shihao. He was responsible for BMW's China market access and growth strategy from 2003 to 2011, MINI brand Asia Pacific from 2012 to 2014, global sales operations of Infiniti COO and Nissan Group from 2014 to 2018, Audi brand business management and joint venture partner project management in 2018, and Audi China President and Executive Vice President of sales and Marketing of Volkswagen Group (China) in July 2019.

As a luxury brand of Volkswagen, Audi's revenue has always been an important part of Volkswagen Group's profits, second only to Volkswagen brands. Audi sold 690000 vehicles in China in 2019, up 4.1 per cent from a year earlier. In terms of specific models, Audi A6L sold 131185 vehicles in the whole year, Q5L sold 138970 vehicles and A4L sold 168473 vehicles. Imported model A8L sold 12428 vehicles and Q7 sold 15578 vehicles in the whole year. The Chinese market has always been the main market for the Audi brand, accounting for 37.45% of global sales in 2019.

However, while Audi's sales have continued to grow, it has lagged behind Mercedes-Benz and BMW. BMW sold 723700 vehicles in China in 2019 and Mercedes-Benz sold 702100 in China. In terms of global sales, Audi also lags behind Mercedes-Benz and BMW.

Volkswagen Group intends to promote the further development of Audi globally by strengthening the control and strategy of the Audi brand. At the end of February, Volkswagen plans to buy out minority shareholders in the Audi brand, and Volkswagen will take a 100% stake in Audi after the deal is completed. On April 1 this year, Marcus Duzman (Markus Duesmann) will become the chairman of the management board of Audi Automotive AG, leading the research and development of Volkswagen Group and further strengthening the position of Audi brand in Volkswagen Group. Deiss, chairman of the management board of Volkswagen Group, said recently, "We are focusing on strengthening the competitive advantage of the Audi brand."

In the Chinese market, how Audi will reshape the brand and build a new operating system, this result will need to be revealed by an Shihao in the future!

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