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How the old luxury brands respond to the wave of electrification has been one of the focuses of the automotive industry in recent years. Especially Audi, a German luxury brand that has achieved great success in China and has deeply entered the hearts of Chinese consumers, has aroused the industry's attention.

As the marketing entity of Audi brand in China, FAW Audi recently released its mid-year results, among which some fresh information about the new Audi A5L and the next generation Audi A6 was particularly noteworthy. The two new cars will undoubtedly be a strong support for FAW Audi to achieve sales of 10 million next year. At the same time, how FAW Audi can rely on the new product portfolio to consolidate and improve the entire value chain,

And how to communicate with users and resonate with the rapidly changing needs of Chinese users has become a top priority.

1. The new A5L is introduced, and the next generation A6L is replaced without changing its name. FAW Audi connects users with new products

The new Audi A5L and the next generation A6L will undoubtedly be the next highlights of FAW-Audi. Next, let's take a look at some of the highlights of the two new cars in advance.

First of all, the next generation of the domestic fuel version of the A6L will continue to use the same name. This decision by FAW-Audi fully expresses its respect and love for Chinese users. In a sense, as the strategic pillar of the development of the Audi brand in China, FAW-Audi clearly realizes that even in the context of the continuous evolution of the times and technology, for many Chinese users, the trust and recognition carried by the familiar name A6L is still irreplaceable, and it also represents the creator of the Chinese luxury C-class sedan market. Therefore, FAW-Audi chose "unchanged" to send a firm signal: we know the Chinese market best, understand Chinese users best, and will continue to listen to users' voices and meet their full-dimensional needs.

At the same time, the new Audi A5L will be the next new model introduced by FAW Audi and the first model launched by FAW Audi on the PPC platform. The A5L is nearly 5 meters long and has a wheelbase of nearly 3 meters, almost reaching the size of a C-class car. The new car undoubtedly has a larger interior space. At the same time, the new A5L focuses on sports and will compete with the standard wheelbase BMW 5 Series.

The arrival of the all-new A5L represents a huge transformation of FAW-Audi in the mid-to-high-end luxury car market, including a comprehensive upgrade of product platform, design language, technological configuration, and performance parameters.

It is worth noting that while the A5L will be localized, FAW-Audi will also introduce imported Audi A5 Avant, S5, S5 Avant and other family models to provide young consumers with richer and more exciting choices.

Based on the "fuel + electric" route, FAW Audi will continue to expand its new product matrix through the two new platforms of PPE + PPC, and will launch heavyweight models such as the new Audi A5L, the new Audi Q5L, the Audi Q6L e-tron and the A6L e-tron from next year. This is the key to FAW Audi, as the strategic entity for the development of the Audi brand in China, to continuously strengthen its deep connection with Chinese users.

2. FAW-Audi enters a new development phase for the Audi brand as it breaks through the sales milestone of 10 million

For any brand to succeed in the Chinese market, it needs long-term efforts and accumulation, and the success of FAW-Audi is precisely the best example of such long-term efforts.

In July 2024, FAW-Audi's cumulative sales exceeded 9 million, making it the first and only luxury car brand in the Chinese market to reach this milestone. This means that FAW-Audi's status and influence in the Chinese market have far surpassed that of a single car brand, and it has even become the first representative of the development of German luxury cars in China. At this rate of growth, it is expected that by 2025, FAW-Audi's cumulative sales will exceed 10 million.

Standing at a new starting point of "tens of millions of units", FAW-Audi is bound to achieve new breakthroughs and create a new situation. The confidence behind this comes from FAW-Audi's nationwide, high-quality sales and service network.

From the introduction of the globally unified 4S sales and service system in 2000 to the current network of 615 dealers in 247 cities across the country, FAW-Audi has always led the development direction of the luxury brand with high-standard and high-efficiency service coverage.

The rapid changes in the Chinese auto market require brands to adapt at a very fast pace, and FAW Audi's dealer network system has been steadily expanding and operating efficiently, providing solid support for this. So far, the proportion of dealers who have been with FAW Audi for more than 2 years has exceeded 90%, which not only demonstrates the deep trust between FAW Audi and its partners, but also is a strong proof of the high-standard service system they have created through joint efforts. In addition, in order to cultivate top service elites, FAW Audi has also specially established a scientific and efficient training system, covering key positions from sales consultants to service directors, ensuring that every link has a professional and standardized talent reserve.

This continuous investment and upgrade of the user service system has also become the key support for Audi brand to achieve its leading position in the Chinese market. With this advantage, FAW Audi has won the JD Power China Automotive After-Sales Service Satisfaction Research Luxury Brand Championship for 11 consecutive times, providing 9 million Chinese users with benchmark full-cycle vehicle protection.

As FAW-Audi is about to enter a new starting point range of "tens of millions", its deep accumulation in user service experience will surely provide more solid support for the Audi brand's leading position in China.

3. Adhering to the "three main lines", FAW Audi leads the Audi brand in innovation and change

In a rapidly changing world, the key to success is to identify the core thread from the myriad of threads, grasp it firmly, and execute it with determination.

FAW-Audi has a very profound foundation. It has the continuous empowerment of the century-old Audi and the huge success accumulated in China for more than 30 years. Such a giant ship can find the right course more quickly and efficiently than other brands.

At its core, it is still the brand. FAW Audi knows that the competition in the auto market is still a competition of brand power in the end. Therefore, in order to continuously consolidate and strengthen its brand power, FAW Audi will focus on the three main lines of "consolidating the operation logic of luxury brands, creating an extremely efficient distribution system, and building marketing capabilities that directly face users" in the future to lead the innovation and change of the Audi brand in the Chinese market.

First, in terms of consolidating the operation logic of luxury brands, FAW Audi has been working hard to improve product strength and brand strength to ensure Audi's leading position in the Chinese market. The improvement of product strength is not only reflected in the upcoming new A5L, but also in the overall strong competitiveness of FAW Audi's product matrix. The seven models represented by the A6L all rank first in their respective market segments:

From January to July this year, the cumulative sales of A6L reached nearly 100,000 units, ranking first in the C-class sedan market;

Q2L ranks first in cumulative sales in the luxury A0-class SUV market;

The A3 Sportback ranks first in cumulative sales in the luxury A-segment hatchback market;

Q4 e-tron ranks first in sales in the luxury A-segment electric vehicle market;

A5 Sportback ranks first in cumulative sales in the luxury B-class fuel coupe market;

A4 Avant and allroad ranked first in cumulative sales in the luxury B-class fuel station wagon market;

A6 Avant and allroad rank first in cumulative sales in the luxury C-class fuel station wagon market.

In addition, the Q5L family has an average monthly sales volume of more than 11,000 units, ranking first in the luxury mid-size SUV market. These star products helped FAW-Audi achieve sales of more than 350,000 units in the first seven months of this year, continuing to lead the luxury car market. This not only demonstrates the strength of high-quality products, but also demonstrates users' high recognition of the Audi brand.

Through in-depth insights into consumer needs and behavioral changes, FAW-Audi will adopt a "fuel + electric" dual-line product layout to meet the diverse needs of different customer groups at present, and make comprehensive preparations for future new energy travel trends.

Secondly, in creating an extremely efficient distribution system, FAW Audi has always insisted on user experience as the center, constantly improving the 4S network covering the whole country, and the professional training system for different positions. This unique distribution model not only greatly improves operational efficiency, but also enables users to always receive high-standard and high-quality services when interacting with the Audi brand.

It is worth mentioning that the "Audi Double Cup" held by FAW Audi has a 20-year history. This event is not only a reflection of the outstanding achievements of the Audi brand in improving service quality and standards, but also a concentration of the service benchmark of luxury car brands. This unremitting adherence has enabled FAW Audi's dealership system to always maintain its leading position in the industry.

Finally, in terms of building innovative marketing capabilities that directly face users, FAW Audi continues to strengthen its in-depth interaction with users to meet their diverse and personalized needs. On the one hand, FAW Audi makes full use of various online and offline channels to actively output brand values ​​in a new form of content. Leaders personally take part in the campaign to narrow the distance with users and establish a stronger emotional bond. On the other hand, FAW Audi insists that "the high-level expression of the brand is the output of values", insists on insight into social emotions, and strengthens the output of brand language that conforms to their positive values ​​for different target groups.

For example, the A8L family and Andy Lau are a perfect match. From 2022, they advocated the "power of persistence" and called for self-reinvention. In 2023, they called for "support for persistence", actively responded to the demands of young people and gave firm support. In June this year, they demonstrated the power of keeping pace with time in the form of a mid-year speech, committed to alleviating social anxiety, and fully expressed the spiritual power of the Audi brand.

It is precisely because of the continuous efforts in these "three main lines" that FAW-Audi has become the strategic entity that has driven the continuous innovation and change of the Audi brand in China. Therefore, in the future, FAW-Audi will surely lead the new development line of the Audi brand in China and bring more outstanding products, services and experiences to more users.

In conclusion:

As an old Chinese saying goes, man proposes.

Chinese traditional culture has always attached great importance to the role of people, and people should do their best first. FAW Audi has achieved great success in China in the past 30 years by practicing this simple wisdom and "people create brands".

Looking to the future, FAW-Audi has undoubtedly laid the foundation for continued success by focusing on the "three major forces" and relying on a new product matrix. And continuing to give full play to people's subjective initiative and creativity may be the ultimate key to FAW-Audi's success in the future.