Almost every brand is worried that they won't be able to stay at the table in 2024.In 2023, the automotive industry is the most lively industry, and there is no one. The excitement mentioned here is not only at the market level, but also between brands. Throughout the year, either the leaders of car companies are sarcastic to each other, or fans are tearing each other apart. Anyway, in any case, it is necessary to fight a "war of words". Between the words, consumers watched lively, the traffic was there, and the cars were sold a lot. It seems that these days, if you want to sell cars in China, you have to quarrel first. In addition to quarrels, price reductions have also been round after round. Since Tesla's official drop at the beginning of this year, joint venture brands and independent brands have all fallen into this involution. In the face of this internal friction, many car companies have begun to take precautions again, strong alliances, cross-border cooperation, and even group fights. Whether it's a fight, a price cut, or a fight, the most important core reason is that anxiety is spreading rapidly in China's auto market, and almost every brand is worried that they will not be able to stay at the table in 2024.
Quarrels, battles for routesThroughout 2023, classic mutual confrontations such as "unmanned driving is a fool", "AEB is fake", and "test of pit people" have emerged one after another, and the lively atmosphere seems to have never been interrupted in the automotive industry. However, these "air interactions", on the surface, seem to be to argue about technical issues, but in fact they are disputes over technical routes and positions. First of all, in the field of intelligence, polarization is serious. One school of thought argues that a purely visual solution is an unrealistic route because it does not solve the problem of driving safety, and it will face policy pressure for a considerable period of timeOn the other hand, the vision-only solution has long-term value, and lidar may be a transitional solution at the moment. However, it is not difficult to find that the prerequisite for the popularization of intelligence is still the safety of intelligent driving, and the lidar solution is relatively more secure. However, in the long run, with the improvement of algorithms and computing capabilities, pure vision solutions will gradually receive attention and attention from inside and outside the industry. Second, the problem of oil and electricity controversy is intensifying. In the past two years, the remarks of various car companies on the replacement of fuel vehicles by new energy vehicles have made a sense of presence in the industry. But in fact, due to China's vast territory, not every province and region is suitable for new energy vehicles. In addition, the high-end and luxury car market still occupies the market position of fuel models. New energy vehicles are indeed the trend of the times, but the basic plate of fuel vehicles still cannot be lost. According to the data of the Passenger Association, from January to November this year, the cumulative sales of domestic passenger cars were 193450,000 units, including 1,253 fuel vehicles60,000 units, with a market share of more than 60%. As the industry insiders said, in the future, we will be in the stage of coexistence and development of traditional fuel vehicles and new energy vehicles for a long time. The simultaneous development of oil and electricity is actually to fully return the choice to the user, and truly realize the innovation measures centered on the user's needs. In recent years, SAIC Audi, which has been entering the eyes of the public, is a luxury car brand that continues to practice this concept. Specifically, SAIC Audi's product lineup includes the Audi A7L and Audi Q6 gasoline models, as well as the Audi Q5 e-tron electric model. These three cars have a clear way of playing and positioning in their respective market segments, so that users can clearly understand the usability logic of each SAIC Audi product. 
At present, the three models on sale by SAIC Audi are the ceiling of the market segment", according to Yang Siyao, general manager of SAIC Audi's marketing business, the current and long-term product strategy is working. "The A7L, for example, has gained a foothold in the market segment. This market has long been dominated by the 56E (BMW 5 Series, Audi A6L, Mercedes-Benz E-Class) three cars, and now the A7L has become one of the mainstream choices in the C-class luxury sedan segment, and it is still 2The high-power engine of 0t is dominant, followed by 30t, by the end of the year, our goal is to rush to 3000 units of monthly sales. "Judging from the latest sales trends, the A7L is also becoming more and more recognized by consumers.
According to statistics, in the whole month of November 2023, the sales terminal data of A7L ranked first in the segment of 700,000 frameless medium and large luxury cars. According to the strong ** and ** trends of the outside world, the sales of A7L in December will stand on a new level, with monthly sales of 4,000 units, leading the annual sales of SAIC Audi brand to exceed 30,000 units, and A7L's annual sales in 2023 are also expected to exceed 400% compared with last year.
Perhaps in 2024, the big three in the luxury car segment will evolve into the "Four Little Tigers", that is, the "567e". For consumers, especially for younger and more thoughtful consumers, this is undoubtedly a newer option. Therefore, there is no winning or losing in the current route battle in the automotive industry, as long as it is beneficial to the user, it is a victory. 
** Down, value upIn this round of ** battle in 2023, market competition will accelerate the process of knockout for car companies. China's auto market has entered the stage of stock competition, and the Matthew effect is becoming more and more obvious, and some car companies have been eliminated at an accelerated pace. On the one hand, the best fight to the end is to see whose family background is thick, and to exchange the family foundation for the maintenance of market position;On the other hand, while the user service and experience are still on the rise. SAIC Audi, which has been established for nearly three years, has completely experienced this round of market cycle, and has also collided head-on with this round of this year's ** battle. Fortunately, through the consumer-centric marketing strategy, SAIC Audi's brand market share is rising rapidly, which is undoubtedly a manifestation of contrarian growth in the context of involution. In the past year, its market share has increased by more than 200%. And now that the Spring Festival car buying peak is approaching, it is the best opportunity to chase after victory. At the end of December, that is, the peak season of the auto market before the Spring Festival, SAIC Audi continued to increase discounts and chase after the victory. For example, the A7L's Dream Building New Model 37870,000 yuan for a time-limited upgrade, A7L 45TFSI four-wheel drive Quattro model only costs 38Starting from 970,000 yuan, 45TFSI models can enjoy 13 configuration upgrade discounts. The Q5 e-tron 40 e-tron is priced at $26Starting from 850,000 RMB, the 40 e-tron Star Knight Edition can enjoy 5 configuration upgrades. In the coming 2024, marketing measures that are in line with consumer and market trends will also usher in more attention and expectations from the market and the outside world. 
Under the premise of this year, we should adopt such a strategy. It may be difficult until 2025, and those brands that have really survived the elimination are the winners we are talking about. Yang Siyao pointed out that actively participate in the "volume" but not the "random volume", the war is not disorderly, and the brand positioning should be in the corresponding position"We are long-termists. I believe that with the backing of SAIC and Audi, we can hold on. ”In essence, passive fighting and active fighting are two different things. In the stage of market turmoil, car companies choose to give consumers benefits in order to increase market share and brand recognition, in order to better take the initiative in the next stage. Therefore, from the perspective of SAIC Audi's strategy, while stabilizing the basic sales market, it must continue to improve its capabilities at all levels. "The automotive industry is in a critical period of transformation, and innovation is the driving force behind it. SAIC Audi is implementing a variety of innovative initiatives, covering R&D, product planning, marketing and other aspects. Gaudel pointed out that SAIC Audi has adopted an innovative sales model that combines online and offline. In terms of innovative online channels, at present, the registered users of SAIC Audi APP have exceeded one million, and after the establishment of the official owner club "Shangaopai", it has led many users to enter the colorful car life circle. Offline, SAIC Audi has created an innovative business circle: stores in 78 cities across the country have been put into operation, and follow-up store construction is being planned. In the future, users can not only go to the urban stores in the bustling business district to experience the charm of SAIC Audi models, but also enjoy high-quality brand experience, model delivery and other services in the user center. 
Finally, we must work with users to keep moving up and down. In addition to improving the online service system, SAIC Audi has also built a complete user social ecosystem through offline car clubs such as the Self-driving Tour in the Sky City and the SAIC Audi 2nd Anniversary Birthday Party, so as to achieve full user contact coverage. After the establishment of the official car owner club "Shangaopai", it has led many users to enter the colorful car life circle. In the Heihe Racing Competition, the Huangpu River Tour, the Wuyi Mountain National Park Exploration, the Wedding Car Fleet Spanning Thousands of Miles and other car owner activities, users fully feel that choosing SAIC Audi is indeed choosing a newer and more dynamic life. ** The comprehensive upward changes in the system and service system have gathered a group of young and promising users for SAIC Audi. According to the data, the post-90s users account for nearly 47% of SAIC Audi A7L owners, and the average age of Q5 e-tron owners is 34 years old. 
Holding together, the market trendesThe change of user groups has also gradually triggered changes in the market environment. In the past, car companies could cope with the competition in the market alone, but now the era of "one person, one city" has passed, and "group fighting" has become the key word in the car circle. Not only are the new car-making forces and traditional car companies "new and old matching, and work is not tired", but traditional car companies and even "giants" have also laughed at each other and begun to form alliances. For example, Huawei, JAC, Changan, BAIC and other car companies have joined hands to create "four worlds" models, and Weilai, Geely, Changan and other car companies have teamed up to make a big battery swap mode. Companies in the same industry competition are looking for win-win cooperation, which is inseparable from two core reasons: one is to expand market share, and the other is to use scale effect to reduce costs and increase efficiency. Especially in the deep water area of technological change, strong alliances can avoid reinventing the wheel, and can also improve the efficiency of R&D and iteration. Historically, most of the world's top 10 automotive groups have also been brand alliances. For example, Volkswagen Group, Hyundai-Kia Group, General Motors Group, Stellantis Group, etc. In July, SAIC Motor announced the signing of a memorandum of understanding (MOU) with Audi AG to combine their respective strengths to accelerate the development of SAIC Audi's new electric vehicle models to meet the needs of Chinese customers for high-end electric intelligent connected vehicles, and open a new chapter in cooperation with joint venture brands. Under the agreement, SAIC and Audi will expand the depth and breadth of their cooperation and create synergies to quickly and efficiently launch the next generation of electric vehicles to enter new market segments. The cooperation between Audi and SAIC is the most important news in the automotive industry in the second half of the year, which means that Audi's active change in the Chinese market will break its existing situation and usher in a critical moment for the successful transformation of electric intelligence in the Chinese market. Yang Siyao revealed during the Guangzhou Auto Show that the details of the cooperation are being discussed intensively, and the next step will be to sign contracts and formal agreements. 
We're not just on track with one product, we're at a series, and we're probably even thinking about how to do it with the next generation. But this is still an Audi first and foremost, and we will integrate the better things that everyone has together, and integrate the current China's leading intelligent driving and other technologies to further meet the needs of Chinese consumers. At the same time, SAIC Audi's "best library" will continue to release its strong potential energy in cooperation. For example, the intelligent Quattro system and DCC adaptive dynamic suspension system are standard on all Audi Q6 models, setting a new benchmark in terms of chassis and handling. For another example, SAIC Audi A7L, after using 5G V2X technology, has the ability to connect with everything, and has also introduced a number of leading digital equipment such as the Asterix open platform for a number of popular applications. In Yang Siyao's view, "If you don't want to be eliminated, the next products we launch will have leapfrog changes in the software interconnection ecology, and there will be a big improvement in driving control, and the future car must not have a super short board." I firmly believe that as long as the time is a little longer, the ones that can be left in the end will be products that can provide a better feeling in every way. ”
Write at the endIn the past decade, with the continuous development of China's economy and the improvement of residents' income levels, the growth rate of China's luxury car market has been significantly faster than that of the overall passenger car market due to consumption upgrades. Although a number of new car-making forces have gradually emerged in the context of new energy transformation, traditional luxury car brands dominated by ABB have still dominated for a long time. Judging from the data in 2023, the consumption of high-end groups is still strong. In the first 11 months of this year, the sales volume of domestically produced high-end brand passenger cars reached 40340,000 units, a year-on-year increase of 142%。With multiple fronts, taking the initiative to meet the battle, and actively seeking changes, SAIC Audi is now firmly heading to the new battlefield in 2024 as an upstart in the car industry.