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"audi has firm confidence and commitment to the chinese market, and this has not changed from the past to the present and into the future."

at a time when the global automobile industry is facing profound changes, audi, as a leader in luxury automobile brands, has attracted much attention for every strategic adjustment it makes in the chinese market. as the first luxury brand to enter the chinese market, audi has achieved outstanding results in its development over the past nearly 30 years. at this stage, compared to the strong performance of competitors such as bmw and mercedes-benz, audi has also accelerated its pace of catching up.

recently, audi china president luo yinghan and audi china executive vice president of marketing and sales zeng huifang jointly elaborated on audi's new strategy in the chinese market to a small range of media including "auto talk". this exclusive interview is also luo yinghan’s first communication with the media after taking up his new position at audi china.

determine and continue to deeply explore the chinese market

since joining audi in 1995, luo yinghan has worked closely with the technology research and development department and accumulated rich experience in the financial field. his love for audi and obsession with technology made him full of confidence and expectations when he took over the position of president of audi china.

in luo yinghan's view, as audi's largest single market in the world, china's importance to audi is self-evident. in recent years, although the chinese automobile market has faced a series of challenges such as price wars and electrification transformation, audi has still chosen to increase investment and deepen its presence in china.

"the chinese market is one of the most competitive markets in the world, and customer demands change rapidly, so strategic adjustments are crucial to maintaining audi's competitiveness in the chinese market."

luo yinghan believes that in the face of market competition, price war is not a sustainable development strategy. audi pays more attention to long-term high-quality development while ensuring market competitiveness, rather than just looking at short-term benefits. this strategic focus provides a solid guarantee for audi's steady development in the chinese market.

zeng huifang, head of marketing and sales of audi china, also emphasized the importance of audi's brand strategy in the chinese market and said that it will use its strong brand advantages and accumulation to promote products to achieve market success.

"faced with the upcoming largest product layout in the history of the audi brand, we will definitely use our strong brand advantages and accumulation to promote products to achieve market success." zeng huifang said.

in zeng huifang's view, the new brand strategy is a compass for audi, ensuring that users will always have audi's unique dna no matter where they buy the product. in terms of brand experience, users will also have a more profound perception of the specific presentation of audi dna. at the same time, she also revealed that at this year's guangzhou auto show, audi will meet everyone with a new brand image. this new brand image not only reflects audi's equal emphasis on inheritance and innovation, but also demonstrates audi's firm confidence and commitment to the chinese market.

"focus" is the first keyword

at this stage, as president of audi china, luo yinghan is committed to leading the team to push audi's business in the chinese market to new heights. in audi's new strategy, "focus" is a key word.

in this exclusive interview, luo yinghan mentioned "focus" three times - focusing on china, focusing on products, and focusing on brand. this is not only audi's core strategy for developing in the chinese market, but also the key for audi to respond to market changes and maintain competitiveness.

first of all, focusing on china means that audi will have a deeper understanding of the chinese market and customer needs, and formulate strategies and product plans that are more in line with the needs of chinese consumers. luo yinghan said that after coming to china, he conducted a lot of research and interviews to gain an in-depth understanding of the chinese market and customer needs. this in-depth understanding provides strong support for audi's precise layout in the chinese market. he emphasized that the development speed and quality of the chinese market are very high, and the overall development prospects are huge. audi needs to conduct in-depth research on demand changes and innovation trends in the chinese market to better adapt to dynamic changes in the market and seize market opportunities.

secondly, focusing on products means that audi will focus the best products on the market to meet the diversified needs of chinese consumers. luo yinghan pointed out that audi will launch the largest product layout in the brand's history in china. in the next 24 months, audi will upgrade all existing products, and a new generation of audi products will be launched one after another. this product focus strategy will not only enhance audi's product competitiveness in the chinese market, but will also further consolidate audi's leading position in the global market.

third, focusing on the brand means that audi will inherit the brand genes, while innovating in the inheritance, and continue to innovate according to the changes of the times, market changes and customer needs. luo yinghan pointed out that audi's brand genes are sports and luxury, which are the keys to audi's success in the global market. in the chinese market, audi will continue to adhere to this brand gene while making innovative breakthroughs based on the unique needs of the chinese market. he emphasized that audi china, as a wholly-owned subsidiary of audi automobile ag, assumes the responsibility of formulating the entire brand development strategy in china and related coordinated development to ensure the consistency of the brand image and high-end quality.

in audi's china strategy, the dual-partner strategy is also an important foundation for audi's development in china. luo yinghan said: "audi's dual-partner strategy in china has a high status and height in the entire audi global strategy. relying on this strategy, audi has formed a more dynamic market structure in china."

currently, audi's cooperation with faw group and saic group not only improves audi's product coverage and market share in the chinese market, but also provides strong support for audi to optimize resource allocation and enhance competitiveness globally. among them, audi and faw group jointly established audi faw new energy vehicle co., ltd. in changchun and produced pure electric models based on the ppe platform. the cooperation with saic will allow audi to further expand its product line in the chinese market and meet the needs of more consumers.

luo yinghan emphasized that as audi continues to deepen and broaden its product lineup in china, it hopes to deepen local cooperation so that audi's products can complement each other in various market segments and form a more complete product line to satisfy consumers in various market segments. needs.

open innovation sets the tone for new strategies

in audi's new strategy in china, open innovation occupies a core position. luo yinghan emphasized that audi has always adhered to the principle of open innovation and actively cooperated with top chinese companies such as huawei and tencent to skillfully integrate advanced technologies into audi products. this strategy not only enables audi to quickly acquire cutting-edge technology and innovative resources, but also significantly enhances its product competitiveness and brand influence in the chinese market.

in its cooperation with huawei, audi introduced huawei's advanced intelligent driving assistance system, thereby enhancing its technical strength in china's new energy vehicle market. the cooperation with tencent allows audi to take advantage of tencent's advantages in intelligent network connection and big data analysis to further improve the level of product intelligence and user experience. according to luo yinghan, when selecting partners, audi pays special attention to cooperation with top local companies to make full use of their advantages and innovation capabilities in their respective fields.

audi's upcoming new products fully reflect this open innovation strategy. luo yinghan said that after observing changes in the chinese market and changes in consumer demand, audi conducted comprehensive innovative exploration of new products based on in-depth research and judgment of future trends. these innovations are centered around audi's brand dna and are designed to meet the urgent needs of chinese consumers for cutting-edge technologies such as intelligence and connectivity.

at the same time, audi is about to launch the largest product layout in its history in the chinese market, and a new generation of audi products will be launched within 24 months. these new products will cover multiple fields such as fuel vehicles, electric vehicles and plug-in hybrid vehicles to meet the increasingly diversified needs of chinese consumers. in addition, while maintaining the same brand dna, audi will strengthen the brand's core value in a targeted manner based on the brand value recognized by customers, and fully demonstrate its deep understanding of changes in customer needs in new products.

in the field of new energy vehicles, audi has also made a new layout. luo yinghan said that the new cooperation project between audi and saic will open up new market segments and further expand market share. this cooperation project will focus on technological innovation and the needs of young consumers to create more competitive new energy vehicle products. at the same time, audi will continue to deepen its cooperation with faw group and launch more pure electric models based on ppe platforms in the field of new energy vehicles.

in addition, audi has conducted in-depth research on the unique needs of the chinese market and plans to fully meet these needs in new products. in this regard, zeng huifang specifically pointed out: "in the chinese market, we are studying and judging how to implement and adjust audi's next market and marketing strategies every day. in fact, we talked a lot about audi in china today, whether it is corporate strategy , or brand strategy, and dual-partner strategy, in the final analysis, we need to take user needs into account in brand building and product planning.”

through this in-depth communication, people can deeply feel that audi china’s new strategy not only reflects the luxury brand’s firm confidence and commitment to the chinese market, but also demonstrates audi’s strategic determination and determination in responding to market changes and maintaining competitiveness. innovative spirit.

it is foreseeable that in future development, audi will continue to uphold an open and innovative attitude, cooperate with more outstanding partners, and jointly promote the innovative development, transformation and upgrading of the automotive industry. at the same time, it is also worth looking forward to what products and changes luo yinghan and the audi china team will come up with in the next 24 months.