Text/"Autobot" Guan Hongye
Times have changed and a new chapter has been opened. 12 On February 23rd, Audi reached an understanding with China FAW and SAIC on the future sales model. The three parties announced that SAIC Audi products will be provided with sales-related services and after-sales services by the existing FAW-Volkswagen Audi investor network in the future.
With the development of the times, China's automobile industry policy has become more open and international, and the joint venture system established 40 years ago is also facing new possibilities. In fact, the re-joint venture around Audi is one of the most uncertain things in China's automobile industry in the past four years. How to carry out the re-joint venture model? Can further cooperation ensure a win-win situation for all parties? Unprecedented new topics not only test the wisdom of many parties, but also point out the industrial trend in the "post-joint venture era" to a considerable extent.
By June, 2020 165438+ 10, the cumulative sales of Audi brand in China has exceeded 6.5 million, making it the first and only car brand in China luxury car market. The huge sales volume not only reflects the market recognition, but also serves as a benchmark for luxury cars in China. SAIC Audi products will be sold by the existing FAW-Volkswagen Audi investor network for related services and after-sales services, which not only trusts the previous network system, but also injects innovative vitality and unlimited possibilities.
It should be said that the luxury car cooperation model of "one brand, two partners" is an unprecedented experience. However, "crossing the river by feeling the stones" is the greatest experience of China in the past 40 years of reform and opening up. Whether 1+ 1 can be greater than 2 depends on "harmony is the most valuable", and harmony will benefit both sides, and discord will lose both sides.
The conclusion of the tripartite agreement "1223" not only means that the dust of Audi's "re-joint venture" has settled, but also the previous disputes have come to an end; It also indicates a new starting point. With the brand-new sales layout, Audi will get rid of the shackles in the most important market in the world, let go of its hands and feet, and have the ability to focus on providing high-quality products and services. The market places confidence and expectation on "1+ 1 > 2".
If we say that 1988 Audi and FAW have joined hands, it has kicked off the localization of high-end cars and pushed China automobile manufacturing to a new height. Then, in 2020, Audi reached a tripartite agreement with FAW and SAIC, which is as significant as 32 years ago. It not only set a milestone in the development history of Audi China, but also led the industry to solve the proposition of the times.
Tripartite agreement, multi-party * * * wins
Since the "re-joint venture" incident broke out at the end of 20 16, the situation has changed dramatically in the past four years, and the automobile industry has suffered a "once-in-a-century change" and entered a period of deep adjustment. Opening a new game in the changing situation, Audi finally reached an understanding with FAW and SAIC.
Seok-Ho Ahn, president of Audi China, said, "I am glad that we can reach a consensus on this important 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. "
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 set 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. "
Wang Xiaoqiu, president of SAIC, said: "We will join hands with Audi brand to bring Audi's products and services in China and China to China customers with innovative ideas for the future, and enjoy opportunities and win development with our partners, so that * * * will become a practitioner and pioneer of Audi's new journey."
It is understood that SAIC- Audi will launch a model specifically for the China market. Under this sales structure, SAIC Audi will be committed to creating an exclusive physical e-commerce ecological experience. National partner recruitment activities will also be launched in the existing Audi investor network to prepare for the listing of new cars.
Through the tripartite agreement, Audi will further deepen its commitment to the China market. By 202 1, Audi will join hands with China FAW to expand the vehicle lineup to 12. The cooperation between Audi and SAIC is planned to be introduced to the market in 2022. In 2024, Audi will join hands with China FAW to start producing the first electric vehicle based on PPE platform.
"golden decade", the future can be expected
In 2020, the importance of China market to Audi will be further highlighted. In the first three quarters, Audi brand delivered 5 1208 1 car in China, a year-on-year increase of 4.5%. Under the adverse influence of COVID-19 epidemic, it still achieved the best results since it entered China.
In 2020, Audi's business in China has also ushered in a new upgrade, and its management structure has also been greatly adjusted. In April this year, Seok-Ho Ahn became the president of Audi China, and Audi's strategic development in China was largely managed by Audi China. After four years, the tripartite agreement "1223" can finally be successfully reached at the end of 2020. Observers believe that this has something to do with the recent changes in personnel and functions of Audi China.
With the conclusion of the tripartite agreement, Shi Hao's vision when he took office is expected to be accelerated, that is, to create another "golden decade" in the decade from 2020 to 2030.
Multi-win partnership is the strategic premise of "golden decade".
Audi said that in this golden decade, China FAW and SAIC are very important partners of Audi. As the best partners of China automobile industry, Audi and China FAW will continue to deepen cooperation, expand the lineup of domestic models, maintain the business and advantages of imported models, and push the cooperative relationship to a new height. In 2024, Audi will join hands with China FAW to start producing the first electric vehicle based on PPE platform, and build several pure electric Audi models exclusively for China for the China market.
As a new partner of Audi, SAIC will promote the further development of Audi brand in China, and meet the more personalized needs of consumers in today's luxury car segment with a brand-new sales model. In 2022, Audi and SAIC plan to put the model on the market. By then, the products produced by Audi Shanghai partner SAIC- Volkswagen Audi will be sold through the existing FAW-Volkswagen Audi investor network, providing related services and after-sales services. By 202 1 year, Audi will join hands with its partners in China to expand the lineup of locally produced vehicles to 12 models.
The strategy of full electrification is the technical support of golden decade.
Audi plans to launch more than 30 electric vehicles by 2025, of which 20 are pure electric vehicles; By 2025, the sales of electric vehicles will account for 40% of the total sales.
Audi is accelerating the product layout of electric vehicles, whether in compact market segments or in high-performance models. Audi will make full use of the synergy of Audi AG to develop and produce electric vehicles on four platforms (MEB, J 1, PPE and MLB). Different platforms can provide customized electric travel solutions for consumers in different market segments.
Not long ago, Audi and FAW * * * both announced the establishment of a new energy joint venture company to produce pure electric vehicles with PPE platform in China, which promoted their cooperation to a new height. The introduction of PPE platform into China and local production will further promote the transformation of Sihuan brand in China market and help Audi's road map in China? Electrification strategy.
SAIC Audi's electric vehicles will be built on MEB platform. The positioning of MEB platform is similar to MQB platform of Audi fuel vehicle, which lays a technical foundation for Audi's future pure electric vehicles from small to medium-sized ones. Audi electric vehicle on MEB platform also integrates Audi's most advanced electric vehicle technology, such as electric quattro and Audi's DNA.
According to the Audi China plan, the development plan in China will focus on three core contents: First, reorganize the management structure for China; Second, achieve closer cooperation with the joint venture company; Third, further enhance the content of products and services, including interconnection and digitalization, so as to effectively implement the promise of "in China, for China".
In 2020, the global automobile market will be turbulent, but the scenery of China market is unique, especially the high-end car market is expected to achieve considerable positive growth. Audi is eager to seize the opportunity and move on. On the one hand, through the formation of a new joint venture with FAW, we will deepen cooperation in new energy; On the other hand, build a tripartite agreement to ensure the landing of SAIC Audi project, create a new situation and a new chapter in future development, and lay a solid foundation for the next "golden decade". (Text/"Autobot" Guan Hongye) Copyright statement This article is an exclusive original manuscript of Autobot, and the copyright belongs to Autobot.
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