AutoBeta(AutoBeta.net)05/10 Report--

China's auto market has entered a downturn, sales continue to decline, on the contrary, luxury brand sales continue to grow, in contrast to the overall market. In terms of a single brand, Audi is the top luxury car seller in China in 2018, reaching 660000 vehicles. Audi still had a slight growth momentum in the first quarter of this year, but in April, Audi fell.

China is the largest single market of Audi brand in the world, accounting for 40% of the market. China was also the only market for Audi brand to achieve growth in the first quarter of this year, and now it has also declined, which means that the Audi global market has declined across the board.

Data for April showed that Audi's global sales were 140000, down 12.8 per cent from a year earlier. The total number of vehicles in January-April was 587500, down 5.9 per cent from a year earlier.

Audi's global sales fell across the board as a result of an unexpected double-digit decline in the Chinese market in April. Audi sold 46400 vehicles in china in April, down 11.5% from a year earlier, causing cumulative sales in the previous April to fall 0.5% from a year earlier to 205700.

Audi said, "the upgrading of models involves best-selling models such as the Audi A6L, which has a negative impact on sales." It means that the sales of Audi's main models have declined, and the sales of Q5L, A6L and so on have fallen short of expectations.

Among them, the domestic Audi A6L sold only 7684 vehicles in March, down 46.2% from January to March, with a cumulative sales of 24239 vehicles, down 36.2% from the same period last year.

In fact, the outbreak of "leukemia" in March has once again pushed Audi's odor to the hot spot of public opinion, and negative news will also affect consumers' final purchase.

Audi hopes to continue to boost sales with new car launches. Audi has announced a strong product offensive for the Chinese market, introducing 13 new cars against Mercedes-Benz and BMW. Audi will launch 13 models in the Chinese market in 2019, including the new A6L, which has been replaced domestically, and the new Q3, which is also listed at the Shanghai Auto Show for 27.18-359800 yuan. In the second half of the year, it will also launch Q8, A7, Audi e-tron electric cars and so on.

Mercedes-Benz and BMW have not reported specific April sales, but in contrast, Lexus surged 46.9% in April to 21839 units, exceeding 20, 000 for the first time in a single month.

In the past, a sharp reduction in terminal prices was one of the ways Audi brands maintained sales. In 2018, the average transaction prices of Mercedes-Benz, BMW and Lexus brands were all above 400000 yuan, while Audi's average transaction price was 317000 yuan, much lower than the other three. With the further price reduction of the replacement model, Audi's sales may improve.

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