In the luxury market, FAW Audi's performance is regrettable. Although Audi's overall sales in the Chinese automotive market are growing, this is mainly due to the outstanding performance of FAW Audi. In contrast, SAIC Audi's sales are dismal, its market competitiveness is weak, and the trend of further marginalization is also worrying. As Audi's second joint venture brand in China, SAIC Audi originally hoped to inject new blood and vitality into the Chinese luxury market. However, in the past three years, SAIC Audi's overall sales performance has not been satisfactory, which has become an indelible shadow and made its ambitions in the Chinese market a "joke". Although SAIC Audi had expressed ambitious sales targets at the time of the brand's founding, the reality was far from it. In 2022, SAIC Audi's cumulative retail sales for the whole year will be less than one month's sales of new power brands. This phenomenon has led to questions about the future of the SAIC Audi brand, and even the possibility of withdrawing from the Chinese market. SAIC Audi's low sales volume and lack of presence have become a huge challenge for the development of the brand.
For SAIC Audi, in order to gain a foothold in the fierce luxury market, it must increase market investment, improve product competitiveness, and increase brand awareness. Only through these efforts will SAIC Audi be able to regain market share and achieve success in the Chinese market. Opening suspense: Can you imagine a high-end brand increasing sales by cutting prices**?SAIC Audi tried to increase sales by adjusting its top organizational structure and replacing its general marketing manager, but even though Yang Siyao's arrival brought a negligible sales growth to SAIC Audi, it still couldn't match its main competitor FAW Audi in the Chinese market. Although SAIC Audi has repeatedly stated that it will not increase sales through the first battle, in the current fierce market competition, the brand value is far less than the problem of survival. In order to break through, SAIC Audi has made many adjustments to its three models this year, and even launched internal purchase activities and employee internal car purchase activities.
But the question is that it's still unknown whether these campaigns will be enough to boost sales. SAIC Audi needs to pay more attention to brand building and the development of differentiated products, rather than simply fighting the best battle to survive. The automotive market is highly competitive, and even more so for luxury brands. SAIC Audi's performance in the Chinese market has not been as good as expected, and although sales have increased, it has not been able to gain a firm foothold. SAIC Audi has been trying to drive sales by cutting prices, but this strategy not only fails to increase brand value, but also damages the brand image to a certain extent. The strategic mistake of market positioning is also one of the reasons for SAIC Audi's market predicament. Although SAIC Audi's product line covers multiple market segments such as high-end, business and household, it lacks product features. In addition, SAIC Audi is not active enough in the layout of the new energy market, and its "brother brand" FAW Audi has formed obvious internal friction.
SAIC Audi needs to re-examine its strategic layout and strengthen product innovation and new energy market layout in order to occupy a place in the fierce market competition. FAW Audi has always been a leader in the domestic luxury car market, and SAIC Audi is like its rising star, although there is still a lot of room for development, but the road ahead does not seem to be easy. Although SAIC Audi is constantly launching new products, new energy vehicles that truly meet the needs of the public have not yet appeared. However, SAIC Audi has adopted the first-class model, and its brand *** Audi City and Audi City stores have a total of 150 stores in 78 cities, and it is expected to exceed 240 by the end of 2024, and 300 to 330 channels will be achieved in 2025. These are all important foundations for SAIC Audi's future development. However, SAIC Audi still has some problems, such as after-sales service is still in charge of FAW Audi, which makes the consumer's sense of experience increasingly fragmented, and it is more difficult to achieve the formation of SAIC Audi brand recognition.
Therefore, SAIC Audi needs to break the old and innovate in the overall strategic layout to reverse the current situation. It's not enough to just patch things up, it requires deeper change and innovation. Only in this way can SAIC Audi be invincible in the fierce market competition.