At this point, the SAIC Audi project, which lasted for four years, finally settled after the multi-interest game. Since then, SAIC Audi can focus more on promoting mass production, the sales network can be built on the existing FAW-Volkswagen Audi dealer network, and the after-sales service is also based on the existing Audi dealer network.
One company, two teams and two brands, how can we find a balance?
SAIC Audi project has always been highly valued by shareholders SAIC and Volkswagen Group, and has also received strong support from Shanghai Municipal Government. In June this year, SAIC Chairman Chen Hong said at the company's 20 19 annual general meeting that SAIC Audi was in the process of promotion.
Chen Hong said that the formulation of said Audi's specific operation plan is nearing completion and will soon enter the implementation stage. At the same time, he also revealed that in the future, SAIC Audi's marketing channels will be promoted online and offline simultaneously.
According to reports, SAIC? Audi A7L will be produced in SAIC- Volkswagen Anting No.3 Factory and Volkswagen Huiang model line, with an annual production capacity of 60,000 vehicles. This car is expected to be released in 20021and will be launched in the first half of 2022. In terms of power, SAIC Audi A7L will provide 2.0T(40TFSI, 45TFSI) and 3.0T(55TFSI) high and low power engines to match the 7-speed dual-clutch gearbox. Among them, the maximum power output of 40TFSI is 190 HP and the peak torque is 320 Nm; The maximum power output of the 45TFSI model is 245 HP and the peak torque is 370 Nm.
At present, it has been off the assembly line in Shanghai Anting factory in small batches, and it has been connected with SAIC Volkswagen Huiang * * * line (MLB? EVO platform), which is expected to be officially mass-produced in the third quarter of 2002/kloc-0 and then delivered in early 2022. The list of domestic models also includes Audi Q4? E-tron, Audi Q6, Audi Q8. According to the plan, the production model of Audi in China in 20021year will be expanded to 12. By 2024, Audi will produce the first electric vehicle based on PPE platform in FAW.
Is SAIC Audi making wedding dresses for others?
As far as dealers are concerned, SAIC Audi's products will be sold online by current dealer investors, which means that consumers will not be able to buy SAIC Audi's products from the existing FAW-Volkswagen Audi dealer channels in the future. SAIC Audi can establish new sales channels.
"I'm glad that we can reach a consensus on this crucial business decision. Strong local partners are an important cornerstone of Audi's success in China. With the new sales layout, we provide a win-win solution for Audi to build the next' golden decade' in its most important market in the world. " Seok-Ho Ahn, president of Audi China, said.
Qiu Xiandong, director, general manager and deputy secretary of the Party Committee of China FAW Group Co., Ltd. said: "As a model of joint venture and cooperation in China's automobile industry, China FAW and German Audi have created countless firsts and precedents. The comprehensive upgrade of this partnership marks that the "all-field cooperation" and "full value chain creation" between the two sides have entered a new stage in the new joint venture era. "
The public statements made by the top executives of the three parties also show that the "potential differences" about SAIC Audi project have been eliminated, and all three parties are very appreciative of the newly proposed innovative sales model scheme. Next, the promotion of SAIC Audi project will also enter a period of steady acceleration.
However, does adopting Audi's existing marketing channels mean that SAIC Audi only acts as a product provider in this love triangle and has no initiative in the whole sales system?
The answer is alsono. According to insiders of SAIC Volkswagen, based on the same sales network, it does not mean that SAIC Audi and FAW-Volkswagen Audi models will appear in the same 4S shop. "The existing Audi and FAW Audi products will not be at the same outlet, and outlets or exhibition halls will be set up elsewhere, but they can be enjoyed after sale." ?
At the same time, SAIC Audi has started a new investment plan. However, it is understood that such a investment promotion plan is also conditional. The first one is in the city center, with suitable store resources to open a product exhibition hall; Second, the existing FAW-Volkswagen Audi 4S shop conditions can meet the independent maintenance conditions of SAIC Audi. Those who meet these two conditions will become the preferred partner of SAIC Audi.
It can be clearly seen from this article that the maintenance of SAIC Audi is completely handed over to the partners in the exhibition hall. I believe that users of SAIC- Audi will go to FAW-Volkswagen Audi's 4S shop for maintenance. As long as there are specialized personnel and special posts, and the service is carried out in strict accordance with the service content promised by SAIC- Audi, there should be no great sense of disobedience.
At this point, the love triangle between SAIC, FAW and Audi has become clear. With the advancement of SAIC- Audi project, there is no loser among the three, but a win-win cooperation.
Perhaps, behind this trilateral win-win game, the most nervous are luxury brands such as Mercedes-Benz and BMW. The latest data shows that the sales volume of Audi A6 in 2020 is 1 1 month. Ranked first, up 1.26% compared with the same period of last year. ? Audi Q5 ranked second with sales of 65,438+06,899 vehicles, up by 265,438+0.86% compared with the same period of last year, and its cumulative sales this year reached 65,438+034,497 vehicles. Audi A sold114,297 vehicles in April, ranking third, down 3.24% compared with the same period last year. This year's cumulative sales reached 1208 15 vehicles. I believe that with the joining of SAIC Audi, a fierce battle between luxury brands is about to begin.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.