Traditional video materials of car enterprise cooperation

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Audi, which has been deeply involved in the China market for 32 years, once again ushered in heavy news yesterday. On the evening of February 23rd, 65438, Audi, together with FAW and SAIC, officially announced that it had reached a key understanding with two joint venture partners, FAW and SAIC of China, on the future sales and service mode of SAIC Audi project. In the future, the new models put into production by SAIC Audi will be provided with sales-related services and after-sales services by the existing FAW-Volkswagen Audi investor network.

This means that the long-planned "SAIC Audi" project has finally removed the last obstacle and is about to break into a butterfly. Thanks to the efforts of SAIC, FAW and Audi, Audi and its two joint venture partners in China have reached an understanding on the future sales model: in the future, the products of Audi's Shanghai partner SAIC- Volkswagen Audi will be sold by the existing FAW-Volkswagen Audi investor network.

Since then, FAW-Volkswagen Audi (hereinafter referred to as "FAW Audi") and SAIC- Volkswagen Audi (hereinafter referred to as "SAIC Audi") have started the "dual-track operation" mode. This heavy document, bearing the development prospect of Audi China, will become an important support for Audi brand expansion "systematic strength" and help the luxury car manufacturer to continue to "expand its territory" in the China market.

"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, is excited about this win-win model.

In this regard, China FAW and SAIC executives responded positively at the first time when Audi officially announced the good news, and spoke highly of the new cooperative business model of "three parties win-win". On the basis of upgrading FAW-Audi's strategic cooperation, steadily promoting the "SAIC- Audi" project is Audi's strategic layout to gain the position of luxury car leader in China and even the global market.

For Audi, which has successfully entered the China market for more than 30 years, further expanding the scope of partners and forming the system layout of "North-South Audi" will undoubtedly add wings to Audi's brand influence and long-term development. Since the "SAIC Audi" project came out, it has caused an uproar in the automobile industry.

How to realize1+1> 2 System strength, how to make partners achieve a "win-win" effect on the basis of existing achievements is the top priority of this century-old enterprise. To this end, Audi China and its partners have made unprecedented innovations from sales management to business model through frank communication and rounds of consultations.

Facts will eventually prove that this move is obviously the best solution for Audi and its two major partners in China to win. For SAIC- Audi, it not only innovated its business model, but also got the help of the powerful investor network built by FAW-Audi in China for more than 30 years. For FAW Audi, the cooperative relationship has been upgraded in an all-round way, which fully guarantees the long-term interests of the existing investor network. Behind this,1+1>; The biggest beneficiary of the 2 effect also includes Audi.

As a model of joint venture and cooperation in China's automobile industry, Audi has created numerous firsts and precedents when it established and operated FAW-Volkswagen Audi, and created Audi's sales legend in the luxury automobile market in China, which made Audi's ace car ride out of the dust and let a hundred flowers blossom. The comprehensive upgrade of the partnership will open the door of "all-field cooperation" for Audi's development in China, which is of positive significance to Audi's brand awareness and "expansion of user base".

At the same time, in the era of serious homogenization of automobile products, with the help of the professional knowledge of two partners, Audi system can be fully explored on the road of "sports", "high-end" and "personalization", which can also have a positive impact on consolidating brand image and establishing brand moat. At the same time, in the process of "user thinking" increasingly leading the automobile industry, the original sales network can also provide the most assured customer care and operating experience for new projects.

On the occasion of successfully joining the "Audi circle of friends", SAIC will join hands with the "Sihuan Brand" to bring a variety of luxury models exclusive to China market to China customers. Under this sales and operation framework, SAIC- Audi will also use Audi's most successful sales network in China for high-quality sales and service. In this way, by revitalizing the existing investor network, which is a high-quality stock resource, Audi's two joint ventures in China can devote more energy to the transformation of electrification and digitalization.

Faced with the ever-changing automobile environment, Audi, who dares to be the first, not only "actively embraced" the two top partners of China automobile industry, but also reshuffled the luxury competition pattern of BBA, which is destined to usher in a new round of competition at the decisive crossroads of "new four modernizations". Audi will make every effort to build the next "golden decade" with its two major partners * * *-from the starting point of annual sales approaching 700,000 vehicles, and continue to expand its leading edge in the luxury car camp.

According to the official news released by Audi China, Audi will continue to deepen its cooperation with China FAW, expand the lineup of domestic models, maintain the business and advantages of imported models, and push the cooperative relationship and performance to a new height. 202 1 year ago, Audi will join hands with China faw to expand the lineup of locally produced vehicles to 12 models. In 2024, Audi will join hands with China FAW to produce the first electric Audi model based on PPE platform, and continue to build a pure electric Audi model of "exclusive China" for the China market.

At the same time, as a new partner of Audi, SAIC will meet the more personalized needs of consumers in luxury car market segments with a new sales model. Audi will also join hands with the second partner * * * to accelerate the introduction of new cars. It is estimated that by 2022, a series of brand-new models jointly produced by Audi and SAIC will be gradually introduced to the market.

In terms of electrification strategy, Audi e-tron and Audi Q2L? Audi will continue to upgrade the launch speed of new energy products after e-tron took the lead in sealing the position and achieved excellent market response. June 5438+1October 65438+March 2020, Audi and China FAW signed a memorandum of understanding, announcing that * * * will set up a new energy joint venture company to produce pure electric vehicles with PPE platform in China.

In addition, SAIC Audi's electric vehicles will be built on the MEB platform. Using Audi's leading electric quattro, rigorous industrial 4.0 production technology and Audi brand's accumulation in building cars, we will present "small and medium-sized" electric vehicles to China users. In a word, with the cooperation of audi ag, the two joint ventures will develop and produce electric vehicles for MEB, J 1, PPE and MLB, and "customize" Audi-style travel plans for different market segments.

By 2025, Audi is expected to launch more than 30 electric vehicles, 20 of which are pure electric vehicles. By then, the sales of electric vehicles will account for 40% of the total sales. The formation of "two-track battlefield" will undoubtedly help Audi brand surpass the new energy market as soon as possible. In the global automotive energy transformation with China as the "eye of the storm", it is believed that Audi's innovative business model will "take the lead" in the global electrification decisive battle with Mercedes-Benz BMW.

Undoubtedly, under the guidance of its parent company, audi ag, Audi will become the "bridgehead" for the whole group to accelerate its transformation, electrification and digitalization, and the China market, which is the first to rise in the field of electric vehicles, is undoubtedly a strategic highland to help Audi compete for the global luxury car leader. It is reported that Audi plans to reduce its "carbon footprint" by about 30% within five years, and it is expected that the company will be fully carbon neutral by 2050. By 2030, the carbon dioxide emissions of Audi's production base in China will be reduced to zero.

Technology companies have sprung up, and traditional car companies have fought back. In the era when the new four modernizations are closely connected with the automobile industry, the status of traditional fuel vehicles may soon change. Facing the transition period concerning "life and death", building a strong "system power" has become the knowledge of traditional automobile enterprises. On this basis, Audi overcame all difficulties and made the most wise and forward-looking strategic decision with its partners in China.

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