Stimulated by the policy of reducing the purchase tax on small-displacement vehicles, the 2016 auto market did not continue the weakness of 2015, but there was an unexpected increase. In the luxury car market represented by the top three Germans, the market performance in 2016 was also relatively strong. Among them, the Audi brand ranks first in the top three German universities with a market share of nearly one-third of the luxury car market in China. The long-established “ABB†pattern in sales volume cannot be exceeded. Fungho Industries (Group) Co., Limited , https://www.funghogroup.com
Recently, Geshi Automobile learned from FAW-Volkswagen Audi that in 2016, the Audi brand's cumulative sales in China reached 589,000 units, an increase of 3.7%. Among them, domestic sales of 539,000 vehicles, accounting for more than 91.5% of total sales.
The Audi A3 is gaining momentum, and a number of domestically produced models are playing the role of “main sales forceâ€.
From the proportion of the Audi brand domestic models in the total sales, it can be seen that in 2016, the sales performance of Audi domestic models is quite strong. Among them, the Audi A3 family has an obvious growth rate, while the Audi Q3, the Audi Q5 and the Audi A6L, which have been redesigned in the medium term, have achieved impressive results in the market segment.
Specifically, the Audi A3 achieved a sales performance of nearly 88,400 units in 2016 with a younger design and a higher price/performance advantage, which was 30.6% year-on-year. This achievement is far ahead of the competition BMW 1 Series; The new Audi Q3, which was redesigned, sold 89,400 units last year, up 27.7% year-on-year. This sales volume is almost twice that of the competing BMW X1.
Audi Q5's cumulative sales in China exceeded 130,000 last year, ranking first in the sales of luxury B-class SUVs. This is the only model with a monthly sales volume of more than 10,000 in this segment; compared to 2015, Audi Q5 is the whole year. Sales achieved a 10.8% increase. Another main selling model that squeezes into the “10,000 clubs†is the Audi A6L. In 2016, the Audi A6L realized a mid-term change. With the product and word-of-mouth advantages accumulated in the Chinese market for many years, the new Audi A6L is in the luxury C-class. The car market continued its “hegemony†status and achieved sales of 137,900 units in 2016.
In addition, the new Audi A4L was also launched in September 2016. Due to the new and old models alternating and the new model capacity climbing stage, its sales have certain market fluctuations, but compared with the old models, the new Audi A4L is up to 90%. The above optimization and upgrade make its advantages in terms of product strength and user reputation. The market performance in 2017 is worth looking forward to.
Deepen the localization system of the whole value chain, and the products are oriented towards youth and individuality.
As a luxury brand that entered the Chinese market earlier, Audi's localization process has always been at the forefront. In the 29 years of cooperation with FAW, Audi has established the "FAW-VW Audi mode" with "the full value chain localization" as the core. Today, FAW-Volkswagen Audi has formed a system capability that integrates R&D, production, procurement and marketing.
In the product field, FAW-Volkswagen Audi currently owns six domestic high-end models A6L, A4L, Q5, Q3, A3 Sportback and A3 Limousine. In the past 2016, it is also Audi's "Product Year", which has released new heavy-duty models such as TTS and A4L, as well as individualized models such as RS 6 Avant and A4 allroadquattro, and more mid-term changes such as A6L and Q3. Model.
In the construction of sales channels, Audi has formed a strong sales network covering 191 cities and 449 authorized dealers in China. At the same time, it also creates a diverse range of services through a variety of terminal sales models. Under the guidance of the “Leader Strategy†with “Pleasant User†as the core, Audi has achieved high quality improvement in product sales structure, user satisfaction and brand image in China, accelerating the Audi brand from “most valuableâ€. The transition to the "most entertaining charm".
As the leader of the luxury car segment, under the development model of “full value chain localizationâ€, Audi has become the first luxury car brand in China with sales of nearly 4 million vehicles. Its products are also “small, youngâ€. The transformation of market demand with “individualization and personalizationâ€.
In 2017, Audi will increase its product launch in the Chinese market. It is understood that the two hybrid models - the domestic A6L e-tron and the Q7 e-tron will be the key models in the domestic market. With the government's continued promotion of new energy vehicles, it is expected that these two models will become a new weapon for Audi to compete in the domestic market.
In addition, including the A3 family mid-term change, the new A5 family and A4 Avant, A6 Avant, TT RS and other models, will also be introduced to the country in 2017, in order to continue to meet consumer demand for personalized, younger models.