|
Audi, with more than 20 years of development experience
in China, was the first global premium car brand to realize domestic
production in China. The establishment of the FAW-VW Audi Sales
Division in Changchun in January 2006 marked the start of a new
phase for Audi. Building on the foundation of past successes,
Audi has been integrating the respective advantages and expert
business skills of the Sino-German partnership to maximize the
utilization of available resources, better satisfy the multi-faceted
personalization requirements of consumers, and promote the long-term,
sustainable and healthy development of the Audi brand and its
dealer network, in order to reinforce Audi's leading position
in the Chinese auto market.
In the 2006 Chinese automobile sales satisfaction index (SSI)
survey report released by internationally authoritative survey
organization J.D. Power, Audi ranked first among the 31 renowned
brands for the third year in a row thanks to its excellent delivery
service, sales personnel, dealer facilities, transaction process,
delivery time and paperwork processing. This honor fully illustrates
Audi's extraordinary strength in its sales network and service
level and helps to publicize the "customer satisfaction-centric"
business concept of FAW-VW Audi Sales Division.
During the 20 years of development in China, Audi has been
adhering to its "Vorsprung durch Technik" philosophy
and following through with its "One name, One standard, Everywhere"
commitment to deliver its prestigious, dynamic and progressive
brand connotation. This was also 20 years of harmonious cooperation,
dedication and unceasing breakthroughs for Audi and its Chinese
partner, who together have jointly articulated China's most mature
premium sedan manufacturing base.
As the absolute frontrunner in the premium sedan market in
China, the path of Audi's development can be traced back to 1986.
In 1986, Audi AG made an initial official contact with China
and together with FAW, began a joint feasibility study of certain
technology in Changchun. Over the following two years, technical
development for Audi cars continued in Changchun and in 1988,
FAW was granted a manufacturing license by Audi. In the same year,
a total of 499 Audi cars were assembled in Changchun.
In 1990, FAW installed assembly lines for Audi cars with a
daily capacity of 50 units. In 1993, Audi joined the joint venture
of FAW-VW. In 1995, FAW-VW began to prepare for the production
of the Audi 200 V6 - a model developed only for China. In the
following year, the Audi 200 V6 came off the production line.
In 1996, Audi established an after-sales service division in
Beijing. Audi technicians were located in the No. 1 service station
of FAW, providing training for the Chinese employees as well as
technical support. In the same year, Audi established an expert
team composed of professionals in automobile sales, marketing
development, public relations and after-sales service, to improve
the market development of Audi in China.
In 1999, the Audi A6, produced jointly by Audi and its partner,
FAW Group, came off the production line at FAW-VW, Changchun.
The Audi A6 made up for the absence of premium cars produced in
China. In the same year, Audi sold 6,911 units in China.
In 2000, the first Audi standard dealer's show room was open
in Beijing, through which Audi introduced the world standard sales
and service system into China. In the same year, Audi's sales
in China increased one and a half times compared to the previous
year, reaching 17,451 units.
In 2001, the Audi A8 was officially launched in China. This
symbolized the landing in China of Audi's flagship vehicle. Then,
the new Audi A4 model and the Audi TT sports car were also launched
in China, introducing more personalized choices for Chinese customers.
In the same year, Audi introduced some world standard components
and accessories including xenon headlights, parking heaters and
electric seats, which were fitted in the updated Audi A6 model
in 2001. Audi's sales in China increased to 27,890 units in 2001.
In 2002, Audi fitted the Audi A6 with its proprietary multitronic?
technology. The new Audi A6, with 23 updated parts, was launched.
The two updates of Audi that were in line with the international
updates maintained for Audi, the leading position in the premium
car market in China. In the same year, Audi's 4WD vehicle was
launched in China; this true 4WD for the use of both on-road and
off-road further consolidated Audi's competitive strength in China.
Audi's sales in China reached 36,492 units that year.
In 2003, the Audi A4, as the top range product of the world
premium brands B-class vehicles, was put into production in China,
a symbol of Audi's extensive production expansion in China. In
July that year, the new Audi A8, which set a new standard in world
premium cars, was also launched in China. In October 2003, the
launches of both the executive model and sports model of the Audi
A6 again proved the success of Audi in China. In the same year,
the sales of automobiles in China increased by 69.6% as a whole,
reaching 2.27 million units; the total sales of Audi vehicles
reached 63,531 units, an increase of 71.5%.
In April 2004, Audi launched the new Audi A4 model which offered
not only more color choices, but also more personalized accessories
including an entertainment package, sports package, winter package
and genuine leather package etc. The new Audi A4 model became
the ideal choice for the elites who pursue a high quality and
individual life. In May the same year, the Audi A8L 6.0 quattro
4WD, the high-class flagship product of Audi, was launched in
China. This model is the premium car with the most advanced technology
and best performance in the global market. Its launch further
strengthened Audi's leading position in the Chinese premium car
market. China is currently the fourth largest market for the Audi
A8. In August 2004, the China-made Audi A6 2.5 TDI diesel was
officially launched. Under the trend of a general slide in the
Chinese automobile market in that year, Audi's annual sales increased
by 0.8%, reaching 64,018 units (among them, 46,177 units of the
China-made Audi A6 and 15,841 units of the China-made Audi A4.)
In April 2005, the new China-made Audi A6L was
launched. As currently the most luxurious and advanced sedan which
best suits the Chinese situation, the new Audi A6L carried with
it the Audi quality: prestigious design, excellent sporty characteristics,
spacious interior and an outstanding safety system greatly improving
the driving experience in terms of convenience, dynamics and comfort
to an unprecedented level. In October, the launch of the new Audi
A4 further consolidated and completed the Audi product series
in China. Despite the fierce market competition, Audi achieved
excellent sales results in China that year. Sales reached 58,878
units (according to AAK statistic method, i.e., the sales of vehicles
to the end users), an increase of 9.6%. China became the third
biggest market for Audi outside of Germany.
In July 2006, the Audi Q7, combining many Audi
proprietary advanced technologies and world-class SUV technology,
was officially launched in China. As Audi's first SUV, developed
over three years, the Audi Q7 was positioned as the top range
product in the SUVs market, setting a new benchmark in terms of
design concept, technology, general performance and functions
for all SUVs within this range. The introduction of the Audi Q7
allowed Chinese customers to experience combined characteristics
of sports, comfort, off-road performance, multi-functions and
luxury. The Audi Q7 perfectly demonstrates the Audi concept "Vorsprung
durch Technik" and the brand values "premium, dynamic
and progressive". It will bring SUV fans among Chinese customers
brand new choices and exciting driving experiences.
While providing Chinese customers with globally-synchronized
advanced products and services, Audi also actively participates
in a series of premium sporting and cultural activities to allow
customers to personally experience the Audi brand.
In June 2001, the Audi A8 sponsored the three tenors
concert in Beijing that attracted the attention of the world.
In April 2002, Audi provided the Boao Economic Forum for Asia
with a fleet of Audi A6 VIP cars. In April 2003, Audi sponsored
the debut of the musical of the century - Cats - in Shanghai,
and Real Madrid's China tour. In 2005, Audi sponsored trips to
China by the Real Madrid and the Manchester United Football Clubs.
In 2004, Audi sponsored the Beijing International
Marathon, held the Audi quattro Cup Golf Championship, participated
in the exhibition race of the DTM German sedan grand prix in Shanghai
and showcased the RSQ model, a concept sports car loaded with
futuristic elements. Audi was chosen as the designated premium
vehicle of the 2008 Beijing Olympics. These events allow the Chinese
customers to fully experience the essence of the prestigious,
dynamic and progressive Audi brand values.
In February 2005, Audi chose representatives with
outstanding achievements from the business, culture, sports and
entertainment sectors as honorary members of "Audi Premium
Club" to depict and promote the philosophy and lifestyle
Audi advocates. Renowned conductor Yu Long and world-famous youthful
pianist Lang Lang were awarded the "Culture Ambassador"
and "Music Ambassador" titles respectively. Later, prominent
female entrepreneur and famous Chinese personality, Jin Yuxi,
was awarded the "Fashion Ambassador" title as the third
member of the "Audi Premium Club".
In December 2005, Audi and the United Nations Children's
Fund signed a memorandum of understanding to establish the Audi
"Driving Dreams" initiative from which 150 fully functional
"learning centers" will be completed within five years,
beginning in January 2006, to provide out-of-school youths and
children in China's poorer western provinces with a series of
production, sports and life-skill training activities to help
them develop their skills and improve their living environment
to fulfill their dreams. The 150 "learning centers"
are distributed throughout 32 counties of the ten western provinces.
It was estimated that almost 30,000 children will directly benefit
from the project. Indirectly, 100,000 children and family members
will benefit from the project. This is the first time the United
Nations Children's Funds has cooperated with an auto enterprise
in China and also the first time with an Olympics sponsor.
The unique lifestyle the Audi brand represents
was also interpreted in a further series of events, such as the
sponsoring of the Shanghai International Fashion Week, Beijing
International Music Festival and Guangzhou Symphony Orchestra.
In addition, Audi has continued to develop new platforms, such
as the Audi Driving Experience, Audi Forum Beijing and Shanghai
Audi Media Center, to let consumers experience the special charm
of the Audi brand.
Moving forward, Audi will continue to cooperate
with and leverage FAW-VW as the only mature premium-car manufacturing
base in China, to contribute towards the long-term development
of the Chinese auto industry. Future investments include introducing
more models, upgrading manufacturing facilities, expanding marketing
activities to intensify the construction of the globally-unified
sales network and sustaining Audi's leadership in the premium-car
market. At present, Audi's dealer network in China spans 87 cities
and encompasses 123 dealers. It is currently the premium sedan
service network with the largest scale, the widest coverage and
the highest service level in China. It is without doubt that it
possesses outstanding advantages over and above the service networks
of all international premium class sedan brands.
|
