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At present, the global automobile has encountered the universal problem of "lack of core". Many car companies have announced to stop or reduce production because of the lack of chip supply, especially for multinational car companies.

Recently, an "Audi CKD model stop production plan notice" circulated online, the document shows that due to the continuous shortage of vehicle main control chips, the B9 (Audi A4L) product line began to stop production from August 12. The Q5L PA product line began to stop production on August 13th. Since August 25th, the C8 (Audi A6L) product line began to stop production due to the lack of the following modules of the three models: engine ECU control module; system interaction module; GPS positioning module. Recovery time, according to the spare parts purchase plan provided by Germany, the recovery time is expected to be the first quarter of 2022. After the recovery, the new PA model will be produced directly, but no longer the current model. However, as of press time, FAW-Audi has not responded to the authenticity of this document.

The authenticity of the document cannot be concluded for the time being, but FAW-Audi is indeed affected by the shortage of chips. At the beginning of last month, Audi only provided a remote key and a mechanical key tooth when delivering models including Audi A4L, Audi Q5L, Audi A6L and Audi A6L PHEV since July 5, 2021, due to lack of remote key chip capacity.

From the sales data, the problem of lack of core can also be seen. Take June sales as an example, Audi A6L, A4L and Q5L sold 17879, 9201 and 12223 vehicles respectively, of which Audi A6L grew 4.2 per cent, Audi A4L fell 8.6 per cent and Audi Q5L fell 11.2 per cent year-on-year. In July, sales of Audi A6L, A4L and Q5L fell to 16808, 3562 and 10085 respectively, with Audi A6L falling by as little as 2.5%, A4L by 71.0% and Q5L by 20.7%. From the above data, it is not difficult to see that the sales of Audi's three models have shrunk significantly, with a sharp decline compared with the same period last year, especially the Audi A4L sales level of only 3562 vehicles is also very rare.

It is worth mentioning that he Xiaopeng achieved his goal. Speaking at the anniversary of the delivery of the P7 and the opening ceremony of Chengdu Daci Temple flagship experience Center, he Xiaopeng said that over time, sales of the P7 could exceed those of the Audi A4 in China.

In response to he Xiaopeng's statement, some netizens commented that "there is nothing wrong with saying that A4 is not A4L" and "the sales volume of A4 in China is not high, but A4L is high." But unexpectedly, July Xiaopeng P7 sales did surpass Audi A4L, July Xiaopeng P7 sales of 6054 vehicles, while Audi A4L sales of 3562. It turned out that it was not Xiaopeng P7 that counterattacked, but Audi was seriously short of core!

Data show that Audi sold 418188 vehicles in the first half of 2021, up 38.6% from a year earlier. In terms of specific models, Audi A6L sold 96842 vehicles in the first half of the year, up 26.7% from a year earlier. Audi Q5 sold a total of 83010 vehicles, an increase of 37.2% over the same period last year. In addition, Audi A4L sold 79184 vehicles, up 49.1% from a year earlier. As we all know, "BBA" in the front-line luxury brand camp has been very stable, but at present, Audi brand is seriously affected by chip shortage, if the shortage of chips affects model production, then the terminal market will be difficult to commission, low discounts, as consumers at the same price will consider more BMW and Mercedes-Benz brand models.

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