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At Audi China's strategic media communication meeting in China a few days ago, Audi China President Johannes Roscheck said that Audi's products will be fully replaced in the next 24 months, and put forward the key words "focus": focus on China, focus on products, focus on brands. Luo Yinghan said that in the next new products, you can see the Audi brand in response to changes in the market.

According to the previously revealed product plans, Audi will launch new Q2L and A3 in the fourth quarter; in 2025, Audi will launch four blockbuster models in China, namely, the new Q5L, the new A5L, the A6L e-tron, and the Q6Leemuron; and in 2026, Audi will launch the new A6L, Q7 and Q3 and the new flagship Q9, which can be said to have big new cars every year.

This year, Audi will launch the new Q2L and the new A3, both of which are medium-term revamped models. The new Audi A3 has been declared in the Ministry of Industry and Information Technology, and it will be upgraded to varying degrees in terms of appearance, interior decoration and power, in which the wheelbase will be further extended from the previous 2680mm to 2730mm, and the power system will be changed from the current 1.4T engine to 1.5T engine with maximum power 118kW.

By 2025, the most critical product will be the new A5L. It should be noted that the new A5L is a replacement of the A4L on sale. With the launch of the new Audi A5 family, Audi adjusts the product sequence and naming rules-odd fuel cars and even electric cars. However, the A5L will no longer be the exclusive product of FAW-Audi, but will be handed over to North and South Audi for domestic production, and the two cars will have different body styles and configurations. Luo Yinghan said, "We hope that in this key market segment, through a diversified product portfolio to meet the different needs of Audi customers, maximize the use of market space and win the favor of consumers."

As for the Audi A6L replacement, the new car will not be renamed A7L because A6L does have a very special position in the Chinese market. If it is changed to A7L, it will obviously have an impact on the original customer base. Keeping the name of the fuel vehicle A6L not only meets the needs of customers, but also continues the most important brand equity. At the same time, Audi A6L e-tron will also be introduced into FAW Audi channel sales, the future in China's A6L will be "oil and electricity duo", both "refueling" and "power".

Another blockbuster model is the new Q5L, the new generation of Q5 has been released overseas, and the new domestic Q5L is expected to go on sale early next year. The biggest difference will be a longer wheelbase and a further improvement in intelligence. It is understood that the current Audi Q5L domestic official guidance price is 398800-488800 yuan.

For traditional luxury brands, fuel vehicles are still their main battlefield, but the market is shrinking. In the first half of the year, Audi delivered 844000 Audi, Bentley and Lamborghini brands, down 8.2 per cent from a year earlier. In the Chinese market, Audi brand sales were 320400, down 1.9 per cent from a year earlier. Audi mentioned that the Chinese market is facing the challenge of increasing competition and shrinking high-end car market. Since 2024, as the price war in China's car market has intensified, strong domestic brands are starting to carve up the cake of luxury cars.

Fuel vehicles will eventually come to an end, the development and growth rate of the new energy vehicle market is very rapid, and the market share of the whole fuel vehicles is declining. In March, Audi announced a timetable for the transition from fuel to pure electricity: in 2026, Audi will release the last batch of new models with traditional fuel. By 2027, Audi will significantly expand its electric product array and launch electric models in all markets. However, Audi's strategy in China will also be flexibly adjusted to cope with changes in the market.

When the new energy car market becomes the wind, Audi also has to change and transform. At present, Audi already has three joint ventures in China, including FAW-Volkswagen, SAIC Audi and Audi FAW. Audi has more dominance in Audi FAW, which will focus on the development of new energy vehicles. According to Audi's new energy strategy, Audi will invest 35 billion euros by 2025, its pure electric models will reach 20, and about 1/3 of the cars delivered worldwide will come from new energy vehicles; starting from 2026, Audi's new models launched worldwide will all be pure electric models; by 2033, Audi will phase out the last batch of internal combustion engine models and comprehensively accelerate the brand electrification transformation.

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