What are Audi's traditional channel models?

From 20 16 1 1, Audi announced the establishment of a joint venture with SAIC Volkswagen. In the past four years, SAIC- Audi project has finally made substantial progress, and the channel dispute between North and South Audi ended with the victory of Audi's original dealer system.

On February 23rd, 65438, Audi, FAW and SAIC jointly announced that the products produced by SAIC- Volkswagen Audi, Audi's Shanghai partner, would be provided with sales-related services and after-sales services by the existing FAW-Volkswagen Audi investor network.

Buycar learned from Audi China that SAIC- Audi will build an innovative business model, build an online and offline integrated physical e-commerce eco-experience, launch a national partner recruitment campaign within the existing FAW-Volkswagen Audi investor network, and build a new dealership. The first model is scheduled to be delivered in early 2022. ? This means that the sales channel problem that has plagued SAIC Audi for a long time has finally been solved.

The result of multi-party game

In fact, the game between North and South Audi in sales channels has a long history.

As early as 20 16, 1 1, Audi, FAW, SAIC and Audi dealers played many games around the issues of "whether to establish SAIC Audi", "when to establish SAIC Audi" and "Audi's future sales in China market".

Under a series of means, such as FAW-Volkswagen Audi dealers protesting, stopping cars, raising prices, negotiating and issuing ultimatums, the Quartet reached the "5 19 Agreement": all parties strive to ensure the sales of 900,000 vehicles in 2022; The third party sells in China not earlier than June 5438 +2022 10; A sales company in China manages the dealer network, which defines the network standard, and all existing Audi dealers will be authorized by the sales company; All products that Audi will sell and serve in China in the future will be sold and served by the current FAW-Volkswagen Audi dealers in the existing exhibition halls and service areas.

Now, with the signing of the tripartite agreement of SAIC- Audi project, Audi will usher in a new era in China. 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. "

How does SAIC Audi move forward?

After SAIC Audi's sales channels are solved, the outside world is more concerned about what form SAIC Audi will appear in the public eye.

In this regard, the relevant person in charge of SAIC told Buycar that SAIC Audi's national partner recruitment activities have been launched at the same time. Initially, it was mainly aimed at existing Audi investors, and it would not adopt the sales model of store-in-store, but build a store separately. In fact, recruiting partners from the existing Audi sales network can not only ensure that the interests of existing dealers will not be lost, but also the existing dealers have rich cooperation experience with Audi, which is more conducive to the subsequent sales work.

However, SAIC did not explicitly deny whether there will be dealers who are not in the existing Audi investment network to join in the future.

At the same time, SAIC Audi also announced that it will conform to the current new retail trend and build online and offline integration around the dynamic consumption situation of consumers buying, using and maintaining cars? "Physical e-commerce ecological experience" authorizes the existing Audi network to provide after-sales service.

In addition, it is noteworthy that according to the previous "5 19 Agreement", Audi China has been planning to set up a new sales company to uniformly manage the sales of FAW-Volkswagen Audi and SAIC Audi in China. Insiders pointed out that Audi China will also go to the front desk or lead and plan Audi's development strategy in China. However, judging from the news released by the three parties, the three parties are not clear about this issue, and Audi China has not yet responded.

Judging from the current independent investment promotion of SAIC- Audi, although it is in the existing Audi channel, it seems that there is little hope for unified management channels in China. It has also been said that said Audi, which compromises to put channels into existing Audi dealers, will not easily let go of channel control. The online and offline e-commerce model will undoubtedly give Said Audi more additional opportunities and possibilities in channel construction.

Help Audi compete in the luxury car market

Undoubtedly, under the pressure of Mercedes-Benz and BMW, with the support of two joint venture partners, Audi has increased its weight in the world's largest market and gained more initiative.

In recent years, the competition in the luxury car market in China has become more and more fierce. The top three BBA companies have never slacked off, and the second-tier luxury brands are in full swing. How to regain the title of luxury brand has also become an important topic for Audi.

At present, in addition to the steady progress of SAIC Audi project, the cooperation between Audi and FAW is also deepening. In June+10, 5438, Audi and FAW signed a new memorandum of understanding, announcing that they would jointly set up a new energy joint venture company and produce pure electric vehicles with PPE platform jointly developed by Audi and Porsche in China.

It is understood that at present, Audi has MEB and MLB? Evo, PPE and J 1 are four pure electric vehicle architecture platforms. With the signing of the new joint venture company, FAW introduced three platforms except J 1 platform, which formed the mass production capacity covering entry-level to medium and large luxury electric vehicles, thus accelerating the introduction and localization of more Audi electric vehicles.

According to the plan, before 202 1, Audi will join hands with FAW to expand the lineup of domestic models to12; By 2025, Audi is expected to launch more than 30 electric vehicles, 20 of which are pure electric vehicles; By 2025, the sales of electric vehicles will account for 40% of the total sales.

SAIC Audi's first model is scheduled to be launched in early 2022 to meet consumers' more personalized needs in the luxury car market segment with a new sales model. In addition, SAIC Audi electric vehicle will be built based on MEB platform, integrating Audi's most advanced electric vehicle technology and Audi brand DNA.

With the help of two joint venture partners, Audi is also committed to building the next golden decade in 2020-2030. According to Audi China's forecast, the luxury car market will grow by about 25% in the next five years. As the leader of luxury car market in China, Audi will undoubtedly usher in a historic and important development opportunity.

Generally speaking, the * * * understanding reached by Audi with FAW and SAIC not only created a new model in the field of automobile joint venture in China, but also marked a new stage of "all-field cooperation" and "all-value chain innovation" among the three parties. We will wait and see what kind of competition the luxury car market in China will face in the future.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.