Will Audi's reconstruction of the new chess game in the China -China Bulletin System Treat internal consumption?

At the cost of time and stability, Audi got in exchange for a new investment map and new management topics in China. The gains and losses are not easy to see in the current sales. After all, on the market, the pressure and adjustment of Audi are equally obvious. The real decisive factor may be that after the new balance is achieved, does Audi's internal consumption in China be "cured"?

Author: Liu Xiaolin

Figure: Tuwa Creative

Guide

One || Compared with the transformation of Mercedes -Benz and BMW, Audi's long transformation in China has a long transformation and bone. The joint venture shares compared to the opportunities of liberalization, the layout of the North -South market, and the rhythm of catching up with the competition of electric vehicles.

部 || Hangzhou Headquarters is more convenient to echoes in SAIC Audi in Shanghai, and the fact that FAW Audi will get closer to becoming a large rear manufacturing base is also being formed.

III || Establish FAW Audi Sales Co., Ltd., and agreed that the SAIC Audi Sales Network also needs to be invested by FAW Audi's investors. This is a solution for the North -South Audi to stop internal consumption and balance each other.

In the next year, after the decision of the North -South Audi pattern, "high -end" and "localization" will be the common point of force between the two sides. As the new combat program of Audi, the focus of the "Audi China Forge for 2030 Strategy" is "high -end" and "localization".

The Chinese performance of luxury car companies in the first half of the year was recently announced. Although the three BBAs have double -digit declines, because of the largest decline, Audi's state has once again become the main topic object. However, compared with the decline in sales that have been discussed many times before, the data of this time may not be directly related to future expectations.

In addition to the policy dividends that may bring in the large proportion of the purchase tax financial subsidy, the possibility of the reconstruction of the joint venture system completed by Audi in Huagang also brings it to its next performance. To be precise, the new joint venture structure of hamperts in June has allowed Audi to delay the joint venture model game in China for nearly 6 years, and also give Audi a new start with a significant but significant significant but significant significant and significant new beginning. And this change will make the data in the first half of the year have special reference significance: after stopping internal consumption and all energy to the market, Audi's sales will usher in reversal, or continue to go down?

The new joint venture architecture appears in two important dimensions: First, the construction of the Changchun PPE (latest electric vehicle platform) factory, and its representative Audi FAW New Energy Automobile Co., Ltd. (referred to as Audi FAW New Energy, controlled by Audi) The official establishment, the second, the FAW Audi sales company at the same time moved south to Hangzhou. The most critical "puzzles" of these two pieces have officially invested the newly implemented in China in China.

Changchun and Hangzhou Gemini are behind, and the Southern territory of Audi has grown significantly, becoming the most large -scale car company in China among the three major luxury cars brands. At the same time, Audi has also become the most complex multinational automobile brand in China.

At present, in the official name, the "FAW-Volkswagen Audi" has been formally used to "FAW Audi" for 31 years. The low -key and cautious SAIC Audi in the new chess game finally survived with the image of "a thorn" in the heart of FAW Audi, and was trying to grow into an "rib" of Audi in China.

The possibilities brought by the new chess game will definitely affect the future trend. But it is difficult to say whether this game ended. Compared with Audi FAW New Energy joint venture, the joint venture system "dual headquarters" organizational structure model formed by FAW Audi Sales Company to Hangzhou may be more like a chronic medicine, and the changes brought about will be in the future. Gradually appear. The Chinese parties holding models of the foreign -funded holding and sales side of the new energy vehicle production side have also made the industry have to doubt: the current may not be the final game, will the sales company become the next game?

On July 21, FAW Audi announced that the "300,000-level Zhen Pure Electric Deluxe SUV" Audi Q4 E-TRON launched pre-sale; on July 24, Shangqi Audi debuted another Chinese special model-Audi Q6, and announced the pre-pre-pre-pre-pre-pre-pre-pre-pre-pre-pre-pre-pre-pre-premissible Price. Regardless of the future plot, Audi seems to have begun to show the sense of acceleration brought by the "dual partner" model.

At the cost of time and stability, Audi got in exchange for a new investment map and new management topics in China. The gains and losses are not easy to see in the current sales. After all, on the market, the pressure and adjustment of Audi are equally obvious. The real decisive factor may be that after the new balance is achieved, does Audi's internal consumption in China be "cured"?

Audi appeals?

The exclusive factories of the Changchun PPE electric vehicle exclusively laid at the end of June are not only a sign set by the Audi FAW New Energy Automotive Company, but also the beginning of Audi New Energy Investment. FAW, SAIC, and FAW Audi dealers) Press the termination key.

Compared with the transformation of Mercedes -Benz and BMW, Audi's long transformation in China is injured. Strictly speaking, this is a major turning point to be completed in the industry's oscillation period. The joint venture shares compared to the opportunities of liberalization, the layout of the North -South market, and the rhythm of catching up with the competition of electric vehicles.

In fact, BMW has implemented the same plan -in early 2022, officially controlled the joint venture, Brilliance, BMW, but the achievement of this goal was relatively simple and direct, and there was no excessive interest game. After all, BMW's joint venture is a declined disadvantaged car company. Audi's joint venture is the two most powerful car companies in China.

The hardest bone and the hardest road, this is the path of Audi in China in the past six years. On the surface, at the end of 2016, the anger of FAW-Volkswagen Audi dealers ignited by Audi and SAIC's joint venture agreement was the fuse of Audi into the danger. But in essence, this is that Audi will seek to land unilaterally with a rather market interest and independent presence with competitors. Although the method is not appropriate, it cannot be blocked. Audi's independence confusion does not exist at the brand level, but refers to the corporate level and the organizational structure. As a luxury car brand, it has long been the form of FAW-Volkswagen Audi "suffix", which cannot match its ambitions in China. Looking back, from the "Sanya Statement" of the dealer in 2017, to the two Geneva "Memorandum" that consolidates FAW's joint venture status in 2018, and then the channel agreement reached by FAW, Audi, and SAIC Above, Audi resolved step by step to "identity" in China.

This appeal is also in line with the strategy of continuously pushing the Audi position within the Volkswagen Group. Today, compared with the previous brand of FAW-Volkswagen Audi, Audi, who has advanced identity, has held two joint venture partners and three joint ventures to have an independent joint venture structure. In Wen Zeyue's statement, the "brand strategy" is also "corporate strategy" -the Audi "new localized corporate strategy" in China, "Audi China Forging 2030 Strategy" -replaced.

As the most important achievements, the establishment of the two new joint venture -SAIC Audi and Audi FAW New Energy, and the establishment of FAW Audi sales company engaged in the industry's independent sales company, indeed realized Audi on joint venture checks and balances and holding holdings. The demands and made it began to align with the popular brand in China -two traditional joint venture car companies and a new energy joint venture with a equivalent shareholding.

"Audi, as the first luxury car company to achieve dual partners in China, has been actively exploring innovative business models and creating a win -win situation with partners." Wen Zeyue, president of Audi China, emphasized that this is a business model exploration and breakthrough.

Double headquarters architecture and new balance

Compared with the public, the Audi model is obviously more complicated. The most obvious change is that the FAW Audi joint venture structure has changed. On the surface, although FAW Audi's company is still the original FAW-Volkswagen Audi joint venture company, the share ratio has not changed, it is still 60%of FAW, Volkswagen shares account for 20%, Volkswagen China accounts for 10%, Audi shares It accounted for 10%, but the former FAW-Volkswagen Audi Sales Division has been upgraded to "FAW Audi Sales Co., Ltd.". As a wholly-owned subsidiary of FAW-Volkswagen, the company inherits the above shareholder structure, which is controlled by China. This change will affect the interests of Audi and FAW.

In December 2020, FAW Audi Sales Co., Ltd. was registered and established in Hangzhou, with a registered capital of 300 million yuan, which was 100%funded by FAW -Volkswagen. In terms of official interpretation, the original intention of establishing FAW Audi Sales Co., Ltd. was Audi pursuing more independent market positions (with complete personnel, finance, procurement and other functions), and more efficient decision -making processes. For FAW, benefits are also obvious. According to the establishment of FAW Audi Sales Co., Ltd., the sales of all Audi models in China will be responsible for the company, and the channels of SAIC Audi must also be invested by FAW Audi's dealer investors. This means that, as the significance of Mercedes -Benz, Beijing Benz Sales Co., Ltd., FAW Audi Sales Company will become Audi's true headquarters in China. As the holder, FAW's right to speak and the increase in market income is obvious.

From a certain perspective, in the joint venture system, the original FAW-Volkswagen Audi is divided into two, FAW Audi is a joint venture manufacturing sector, and the integration of FAW Audi sales company market sales and brand operations.

However, it cannot be ignored that another newly established joint venture, Audi FAW New Energy's share structure, is 40%of FAW, Audi holds 55%, and Volkswagen China holds 5%, which is foreign control. In the future that can be seen, the subject position of fuel vehicles will be replaced by electric vehicles. The important position of FAW -controlling fuel vehicle joint venture company will also allow new energy companies located in Audi Holdings, which is a advance transfer of overall joint venture model control. The logical reasoning and mutual chips are the complexity that can be imagined. This structure also leaves the strong traces of the game between the two parties.

However, according to the analysis of the investment management company, Audi FAW New Energy requires FAW Audi's existing sales channels to sell, so it is more of a sales relationship with the sales company. The profit distribution will still be based on the stock ratio of the new energy company.

As a reference, Beijing Benz's existing joint venture model is also realized by a "North Daihe" program with a complicated game. But the final formation of the stock ratio is the opposite of FAW's model. Among them, the joint venture "Beijing Benz Automobile Co., Ltd." at the manufacturing level is controlled by China. The shareholding structure is 51%of BAIC's shares, and Daimler holds 49%of the shares; Beijing Benz Sales Service Co., Ltd., established by the agreement, holds 51%of Daimler and 49%of BAIC shares. However, this equity structure is mainly to take care of BAIC's listing in Hong Kong. Cao He believes that the current equity structure of FAW and Audi should not be considered at this level.

In addition, in addition to the establishment of FAW Audi sales company and Audi FAW New Energy joint venture, and accepting the market space of SAIC Audi, another change in the cooperation between FAW and Audi is FAW Audi sales company moved to Hangzhou. From April to June, FAW Audi Sales Company was transferred from Changchun and Beijing to Hangzhou low -key. Regardless of FAW and Audi, they do not want to make the significance of this "south move" overly interpreted. But aside the game of local interests, in terms of business model, this is equivalent to the south of FAW Audi headquarters to Hangzhou.

It is reported that Hangzhou has given comprehensive support at the settlement of FAW Audi sales. Regardless of whether it is FAW Audi or Audi headquarters, it has emphasized the significance of moving south to Hangzhou: Hangzhou is an important e -commerce center, a digital economic center and an innovative talent center. At the same time, it can radiate the East China market with strong demand for new energy vehicles. Therefore, in addition to marketing considerations, Nanqian also has the subtext that Audi will be closer to the core area of ​​China's smart electric vehicle development. Hangzhou's public industrial development goal is to strive to develop the energy conservation and new energy vehicle industry into a leading industry to promote the high -quality development of Hangzhou in 2025.

But on the other hand, Hangzhou Headquarters is more convenient to echoes in SAIC Audi in Shanghai, and the fact that FAW Audi will get closer to becoming a large rear manufacturing base is also being formed. Under the trend of diversified channels for Audi channels and the continuous expansion of Audi new energy products, the changes brought about by marketing and market levels will soon appear.

Challenge from internal consumption to joint force

After the reconstruction of the capital level, Audi will officially enter the North -South joint venture operation model of two joint ventures. This model has been practiced by Volkswagen, Toyota, and Honda for many years. However, the above three brands are mainly attacked by the Volkswagen car consumer market. There are many distributable models that can be distributed. In contrast, as a luxury car brand, Audi needs to ensure that the three joint venture companies go hand in hand, which requires more comprehensive strategic support.

The establishment of FAW Audi Sales Co., Ltd. also agreed that the SAIC Audi sales network also needs to be invested by FAW Audi's investors. This is a solution for the North -South Audi to stop continuing to continue internal consumption and get along with each other. In 2013, Beijing -Benz Sales Service Co., Ltd. was established. Mercedes -Benz's channel disputes and internal consumption stopped in China, which ushered in a rapid reversal of business in China. Although Audi is currently optimistic than Mercedes -Benz, in order to achieve the goal of "returning to the first luxury car", Audi also needs to reverse it at a time.

However, at the end of this game, Audi faced the luxury car market that the top three of the Germans came from the three years ago. The continuous expansion of the automotive industry and rapid changes have made Audi adhere to the original intention of this game to lose some context.

In fact, before the emergence of SAIC Audi, FAW Audi fell from the best state. In the interpretation of the outside world, one of the goals of Audi and SAIC alliance is to introduce competition to make up for the risks of the FAW Audi market and the hidden dangers of unsatisfactory power. But I did not expect that the fierce response of FAW Audi dealers brought the most painful internal consumption to Audi.

In addition, in the automotive field, there are many previous cars in the North -South joint venture model, especially Japanese brands. Due to the long -term consumption of channels and product resources, cases that finally seek one or withdraw from China have been frequently exchanged in the past two years. Therefore, on the premise of reaching a consensus on the channel model, the faster clarify the products and market strategies of the North and South Audi, the faster Audi can enter the new rhythm.

At present, for traditional car companies, the evaluation of competitiveness is concentrated in two aspects: the ability to earn money in fuel vehicles and the increase in sales of new energy vehicles. For all traditional car companies, the latter is obviously greater than the former. And Audi is not easy on these two tracks. The semi -annual report shows that the sales volume of Audi in the first half of the year was 31,6984, a year -on -year decrease of 24.2%. Among them, electric vehicles are still in the stage of brushing.

In terms of Shangqi Audi, since the first car listed at the beginning of the year, three models have been launched, but under the strong market influence of FAW Audi, SAIC Audi's enterprise and brand image is still difficult to stand. The positioning of only "Chinese special car" also made it unable to talk about the joint force with FAW Audi.

More importantly, from the perspective of market participants, Audi's catering on China's new consumption trend is far from its rapid response in price. But the latter is obviously a double -edged sword. While users are greedy for the price reduction, they are worried that the brand's gold content as the identity label will continue to shrink.

Broken point: high -end and localization

In the past, after the decision of the North -South Audi landscape, "high -end" and "localization" will be the common point of force between the two sides. As the new combat program of Audi, the focus of the "Audi China Forge for 2030 Strategy" is "high -end" and "localization". Among them, high -end products include high -end products, high -end ecosystems, and high -end user experience; localization covers localized R & D, localized production and localized innovation sales layout.

When the financial report was released in 2021, Audi had attributed its global performance to the market performance of high -end products, and announced that it would focus on high -end routes and want to give up small cars. Although Audi said that this strategy will not be fiercely landed in China, under the same way of Mercedes -Benz and BMW, high -end is an inevitable trend. After all, luxury electric vehicles are facing the dual needs of development funds and product space.

As the earliest localized luxury car brand, Audi will be more Sinified as the goal. The first full -size SUV Audi Q6, which was listed on the market a few days ago, was inspired by the Swiss beast in Chinese mythology -Kirin. Among them, the body color of Crouching Tiger White, Awakening Lion, Flying Longqing, Xuan Niu Hei is full of Chinese cultural elements. FAW Audi's current strategy is to give users the product experience of "thousands of people and thousands of faces", as well as the consumption interest and values ​​of young people in China. "With the establishment of Audi FAW New Energy Vehicle Co., Ltd., we will strengthen the research and development strength of China from multiple perspectives." Audi China President Wen Zeyue said at the founding ceremony of the PPE factory.

2024 is the time point of the electric vehicle set by Audi. "Our new Audi pure electric model production base will be put into production at the end of 2024. This is also the time when the electric vehicle market began to be 'true." Wen Zeyue said Audi expects that the market share of new energy vehicles in the high -end automobile market in China will come faster than the critical point of fuel vehicles. Under such circumstances but.

On July 21, 2022, the luxurious pure electric SUV model Audi Q4 E-TRON was officially listed, priced in 300,000 to 400,000, and was born in Volkswagen Group's first modular platform for electric vehicles to develop. Q4 E-TRON is considered to be a small inflection point for the Audi electric vehicle market.

In order to catch up with the new rhythm of the Chinese electric vehicle market, Audi stated that it will shorten the development cycle, such as decreased from the original 4-5 years to 3 years, and improved in the field of software development, especially to increase localized research and development proportion.

It is foreseeable that no matter how Audi's future product release plans will change, the competition between Changchun and Shanghai will always exist. However, after clarifying the level of capital and organizational structure, under the principles of business, the two parties will also take Audi's brand value and market interests as the common goal. The "win -win" demand for Audi to reshape the joint capital pattern will be realized quickly.

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