Audi System Optimization Accelerates Leading Second and Third-tier Cities

To make a profit, you must make money first, and earning money is not a big deal. It's the long-term efforts of the marketing team and the production team to drop water and wear stone.

After accustomed to the "first said" Audi after the burst of "three years 1 million" and "700,000 capacity" of the huge production plan, has recently said that in order to meet the production of a large number of domestic models and the acceleration of imported models With the introduction, the number of Audi brand future dealerships will reach 500. In the second half of this year alone, the dealerships opened will be increased from 185 at the end of June to 245, "the number of dealerships built during the year will be around 80." A related person stated that "on the basis of 100% coverage of a city and 90% coverage of a secondary city, the coverage and penetration of the tertiary market will be accelerated."

In conjunction with this, it will also be gradually introduced to the market for younger customers, A3 and A1 models that are cheaper than current models, and domestic Q3 models.

Audi opened 60 stores in six months in a dealership distribution map displayed by Audi. The reporter noticed that currently Audi, BMW and Mercedes have reached 100% coverage for first-tier cities, and coverage for second-tier cities has also reached 91. %, 76% and 43%; however, for the coverage of third-tier cities, the proportion of the three companies remained at the low of 20%, 9% and 2%.

“This is the situation when 185 dealerships were in operation as of June,” said Bo Shi, general manager of FAW-Volkswagen Audi Sales Division. By the end of the year, the number of dealerships opened by Audi will increase to 245, which will quickly increase for the second and third lines. Market coverage.

In fact, as early as a year ago, Audi had made different explorations of expanding the form of dealerships. First, the dealerships in the core areas of first-tier cities have upgraded to the advanced form of "city showrooms." For second-tier and third-tier cities, some models with lower investment have been adopted to ensure that the profitability of operators does not increase. The increase in coverage has decreased.

In fact, in order to smash the industry’s assertion that “Audi has been surpassed by Double B”, on the first day of August this year, Audi released the July sales data to reporters. According to the statistics of manufacturers, from January to July this year, Audi sold a total of 166,600 vehicles, an increase of 29% year-on-year, of which sales of domestic models were 136,200, and sales of imported models were 30,400. Audi said that it intends to divide sales into two phases from January to May and June and July. The reason is that "since May, our productivity optimization has been seen, and sales in June and July are all over 27,000". "We We are expanding our product advantages.” The carrier that continues to expand its product advantage is the rapidly expanding dealer network.

Accelerating the production and import of models is of course not enough for dealerships. In the future, it will support a large number of 500 sales networks, and Audi will need to introduce more new cars at a faster rate.

Taking the first seven months of this year as an example, Audi's sales of imported cars increased by 67.8%. For example, the A8L, which has been repeatedly mocked and criticized by some people in the industry for various details, has been sold for more than 1,000 units for five months. The R 8 with a high price of 2.5 million models sold 69 vehicles in half a year, and its contribution to global sales also increased from 2% last year to 4%. In the same model sales, it is also second only to the Porsche 911. . It can not be said that when the luxury cars in the world were found in China in the spring, Audi, famous for its domestic cars, was not left behind.

And such a sales “surprise” also puts forward the requirements for vehicle introduction on the relatively thin Audi of the overall model and competitors. "The current Q3 domestic model is already under preparation and will be available for market selection," said Shijiazie, and information from the Guangdong FAW-VW plant in Nanhai shows that this model will be put into production at this factory in the future. Also listed in the factory's production plan is the Audi A5, which is currently sold as an imported vehicle.

For Audi's "domestic" and "import" issues, Zhang Xiaojun, executive vice president of FAW-Volkswagen Audi, said that "as long as the bicycle sales are large enough to a certain extent, all domestic!" And what is "surpassing a certain degree of sales" is further interpreted as "Audi's current ratio of imports and domestic production is about 18%, and it will reach 20% during the year." Industry insiders added, "A vehicle that means that the sales volume exceeds this average ratio, even if it is an object of inspection."

Audi's new cars to be imported into China in 2011 include the newly launched A3 Sportback 2012, R8 Sypder convertible version, A8 W12 to be launched next week, and A1 and A7 models to be introduced in the fourth quarter. In 2012, the new A6L, the first all-aluminum body model, and the imported Q 5 hybrid version were produced on the production list in 2012. At the same time, this model will be domestically produced in 2015.

By 2015, the Audi brand will be fully integrated into the Chinese market. The domestic product line will cover three major market segments: high-grade A, high-end B, and high-grade C.