Audi: An 'unshakable advantage' in China

By ZHAO BIAN (China Daily)
Updated: 2010-04-24 06:52

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Share of premium segment surpasses total of its rivals

During the first three months of this year, Audi's global sales grew 25.9 percent to reach 264,100 vehicles, surpassing Mercedes Benz to take second place in the world's premium car market and only 1,700 units behind the first place BMW, according to Zhang Xiaojun, executive vice-president of FAW-Volkswagen Audi Sales Division.

In March, the group's joint venture FAW-Volkswagen Audi sold 19,324 cars in China under the Audi marque, a 65 percent surge from the same period last year and a new monthly sales record.

Its first quarter sales reached 50,840 units, an increase of 77 percent and about the same volume as the first five months of 2009.

A total of 43,942 China-made Audis were delivered to consumers, an astounding year-on-year growth of 70 percent.

Sales of the A6L also maintained steady growth at 35 percent to reach 28,984 units.

The newly launched Q5 sold 1,171 units in its first two weeks on the market, showing great growth potential.

FAW-Volkswagen Audi also sold 6,898 imported cars in the past three months, a 145 percent year-on-year increase.

Sales of A5 coupe reached 339 units, an increase of 87 percent.

When talking about Audi's position in China, Zhang said that "Audi's advantage is unshakable".

"It's very clear that Audi's share in the premium car market is more than the total of its rivals. Although our competitors also had high growth rates in 2009, Audi definitely has the upper hand in terms of volume growth."

Thanks to Audi brand's progressive, sophisticated and sporty genes, with a series of extremely charming models and excellent operation, Audi achieved strongest profitability among premium automakers, keeping the leading pole in the industry.

At the 2010 Beijing auto show, Audi exhibited a total of 21 models from the A, Q and R series.

Audi A8L, an all-new sophisticated flagship model for world premiere, joined top SUV model Q7 Exclusive Concept V12 and super car R8 Spyder to form a powerful flagship model lineup, demonstrating Audi brand's noble blood and sporty, progressive genes passed on for a century.

In addition, all-new A8 Hybrid to debut in Asia and two pure electric car models - e-tron 4WD and A1 e-tron - also display Audi's diverse new energy car solutions to the Chinese audience. Many other highlight models with unique charms, including Audi A3 Sportback, A5 Cabriolet, S5 Sportback, TTR, A4L S Line and A6L S Line, also showed up on the auto show.

2010 strategy

Zhang said Audi's 2010 strategy in China will be to continue to introduce new models, improve service and intensify its progressive image, including corporate social responsibility.

After launching the all-new A4L, and imported models including A8L 3.0, the new Q7 and Q5, the China-made Q5 will also hit the local market in 2010.

He said other model to be introduced to China also include the all-new A8L, A5 Sportback, S5 Sportback, A3, R8 5.2 FSI and Q7 3.0T.

"These advanced models will enable Chinese users to experience Audi's world-leading technologies and configurations," Zhang said. "Service is another priority. This not only refers to after-sales service. It's important how we offer the best services to customers, bringing them satisfaction from the moment they enter the showroom."

Zhang said Chinese customers will gain insight into Audi's technologies through an "Audi Design Trip".

"We will invite top designers from Germany to give detailed explanations. In addition, we will bring Audi closer to users via Audi's art and design awards, forming a new link between Audi and customers through art. Also, we present Audi's future technologies through our Audi Tech Day," he explained.

Zhang said the carmaker also has plans to carry forward its corporate social responsibility practices with programs such as "Audi Driving Dreams" that provides children with study opportunities and the "Green Driving Training Camp" that helps impart habits and skills in "green driving".

"We will also enable people to experience Audi's technologies that feature green driving, low fuel consumption and high fuel efficiency through our 'Low Carbon Marathon' event," he added.