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With the performance of the domestic luxury brand market gradually improving, reflecting the expanding demand for high-end models, Audi, as a first-tier luxury brand, no longer seems to have an advantage in the competition with BMW and Mercedes-Benz in recent years, and the sales ranking pattern is constantly changing. In order to achieve better development, the Audi brand has officially announced the independence of Audi and announced its relocation.

As we all know, the name of domestic Audi has always been under FAW-Volkswagen, which was established in January 2006 and has been 13 years since. In other words, Audi takes the sales Division as a branch of FAW-Volkswagen, and Audi's business in China needs to be approved by FAW-Volkswagen. With the growing demand for domestic luxury brands and Audi's second and third joint venture factories in China, Audi wants to make it independent in order to better assist Audi's business in China.

On February 10, FAW-Volkswagen announced that its wholly-owned subsidiary, FAW Audi sales Co., Ltd. was registered in Hangzhou, and the new sales company upgraded the former FAW-Volkswagen Audi sales department as a whole. At the same time, it also means that FAW Audi will move to Hangzhou, Zhejiang.

In fact, it was reported in 2018 that FAW Audi would move to Beijing as a whole, merge with Audi China and return to the marketing department, which was the first to move in 2017. It is reported that this kind of behavior is mainly related to the slowdown in Audi brand sales growth.

It was first reported that the overall relocation of Audi was in 2015. Audi's sales growth has declined since the Audi brand was still the top seller in China's luxury car market, and even boosting sales through the launch of new A4 and Q7 models failed to achieve its goal.

In the face of Audi has been far behind the BMW, Mercedes-Benz have caught up, Audi can only begin to layout. In terms of market performance, the center of gravity of China's luxury car market is already in the south of Beijing, so Audi Jiahua began to move south to make a cut from the backward culture of the northeast.

By the same token, with the current development trend of new energy vehicles, the layout of new energy vehicles has become the plan of many car companies for the next "golden decade". Therefore, Audi will also pay more attention to the strategic plan in the new energy vehicle market.

This time, FAW Audi sales Co., Ltd. lags behind Hangzhou. An Shihao, president of Audi China, explained: "an important reason why FAW Audi moved from Changchun to Hangzhou is that there is a strong demand for new energy vehicles in the southern market. At the same time, it is also a major base for China's high-tech development, as well as an area where Chinese start-ups are concentrated. " Because in the future, when PPE models are taken off the line from Audi FAW New Energy Plant, FAW Audi will shoulder the relevant sales business of Audi PPE pure electric models.

At present, in addition to setting up a second joint venture, SAIC Audi, Audi also set up Audi FAW New Energy Joint Venture in January this year, in which Audi and Volkswagen Group own 60% of the company. this means that Audi will lead the company's development in the field of new energy vehicles.

At the future sales level, in addition to being fully responsible for FAW Audi's domestic and imported models, the company will also be responsible for the sales of PPE products in China in the Audi FAW new energy joint venture project.

As SAIC Audi models will be produced by SAIC Volkswagen in the future, Audi will also set up a separate SAIC Audi business team, which will be mainly responsible for the marketing, sales and after-sales management of SAIC Audi products in the future. at the same time, cooperate with the existing Audi dealer investor network.

According to the data, Audi lagged behind BMW and Mercedes-Benz by a huge gap in the sales ranking of first-tier luxury brands in China in 2020, with BMW's first annual sales of 777400 vehicles, second only to Mercedes-Benz (774400) and Audi (726300). It can be seen that Audi, once the champion of domestic luxury brand sales, has been dumped for many years in a row.

"although the proportion of new energy vehicles in China's luxury car market is still low, I am very confident about the future development of high-end electric vehicles." An Shihao predicts that by 2030, new energy vehicles will account for 40% to 45% of the luxury car market, and the Audi brand is ready.

According to Audi's future product plan, Audi will launch more than 30 electrified models worldwide, of which 25 are pure electric vehicles, and most of them will be produced locally in China. Audi plans to launch six new energy models in China this year.

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