Many people think that from ABB to BBA, from defending champion to third runner-up, Audi will be very frustrated, and wonder if consumers no longer like Audi. In fact, the sales ranking is only a comparison of relative quantity. In terms of absolute sales, Odibe was more popular last year.
Year-on-year growth of 4.2%
In 20 19, Audi's domestic sales increased by 4.2% over the previous year, which not only outperformed the market, but also surpassed Mercedes-Benz. Last year, the growth rate of Mercedes-Benz was 4%. This means that in the past year, Audi's brand influence and market share in China have improved. Not only that, from the sales data, BMW and Mercedes-Benz in front did not open the gap with Audi.
Compared with BMW, Audi's sales gap is more than 30 thousand vehicles, less than half of the monthly sales; Compared with Mercedes-Benz, the sales gap is only in the early 65,438+0,000. You know, BMW and Mercedes-Benz are fighting in groups. BMW has MINI, Mercedes-Benz has smart, and there are high-end Maibakh series. Only Audi is fighting alone. If we only look at the sales volume of a single brand, the sales volume of BMW Group in China in 2065,438+09 was 723,680 vehicles, excluding MINI, it was 6,965,438+. Mercedes-Benz sold 702,088 smart cars and 693,443 cars without smart cars. The sales gap between Audi and them is less than 5,000 vehicles, which means that Audi just lost the title of defending champion, and the fundamentals have not been affected.
In addition, 20 19 is not the product year of Audi. In the past year, although more than 65,438+00 new cars were launched, only the brand-new Q3, e-tron and Q8 were truly heavy models, and the last two models were also launched at the end of the year. Their contribution to sales will only be reflected this year. In contrast, BMW and Mercedes-Benz have made a lot of noise on products in the past year, especially BMW. Last year, BMW not only introduced new models such as X7 and 8 series, but also replaced 7 series, 3 series and X6. At the same time, it also produces domestic models such as X2 and X3, and more than 20 new cars are on the market. Luxury car market is a market with obvious new car effect. The more new cars go on the market, the greater the brand influence, and the more obvious the promotion effect on sales. This year, Audi will usher in a product year. According to the plan, there will be more than 20 new cars on the market, and the sales performance is more worth looking forward to.
Not only the overall sales volume is remarkable, but Audi also has a bright performance in the sales volume of a single model.
A4L sales ranked first in the market segment.
In the past year, many Audi models have performed well. For example, Audi A4L sold 65,438+068,473 vehicles, up 2.3% year-on-year, and its performance was very stable. It is not only the highest-selling model of Audi and the sales champion of luxury mid-size car market, but also the highest-ranked luxury model in the whole automobile market, ranking 65,438+05 in the automobile sales list. As the earliest luxury mid-size car in BBA, Audi A4L has always been the sales pillar of Audi. This year will usher in a mid-term change. After the product strength is further improved, I believe there will be a breakthrough in sales.
The second highest internal sales volume of Audi is Q5L, with a cumulative sales volume of 654,380+039,000 vehicles, a year-on-year increase of 654,380+06.8%, with an average monthly sales volume of over 10,000. Audi Q5L was officially launched in July 2065438+2008, replacing the previous Q5 model. Because the gearbox and four-wheel drive system were replaced, the Audi Q5L was controversial at the initial stage of listing. However, with the increase of terminal concessions and more car purchase feedback, the sales of Audi Q5L began to pick up, surpassing Mercedes-Benz GLC and BMW X3 in a single month, which shows that this model is gradually being recognized by consumers. It should be noted that the sales volume of Audi Q5L only broke out in the second half of the year, and its contribution to the overall sales volume was limited.
Another model with good sales performance is the Audi A6L, which went on sale early last year. The contribution of this car is not only in sales volume, but also of great significance to Audi's rejuvenation strategy.
The removal of official vehicles has achieved remarkable results.
For Audi, the official car is an unavoidable topic. When it first entered the China market, with the help of the official car market, Audi quickly gained a foothold in the luxury car market in China, and firmly suppressed BMW and Mercedes-Benz. However, with the bus reform and the rise of private consumption, the original official car image has become the shackles of Audi's development. Therefore, Audi has launched a rejuvenation strategy, and the first step of the rejuvenation strategy is to "go to the official car."
Looking at it now, the effect of Audi's going to the official car is still very remarkable. The most typical one is Audi A6L. Last year, its sales volume reached 1, 1.85. In the past, this model was the representative of the official car. In the first few years after the bus reform, sales have been poor. Last year, a new generation of Audi A6L went on the market, which changed the previous calm design, became more fashionable and sporty, and had stronger scientific and technological attributes. In terms of sales volume, such changes have also been recognized by consumers. It is worth mentioning that the monthly sales of Audi A6L in 65438+February reached 18458, which is also the highest monthly sales achievement of a single Audi brand model. In the previous month, the sales of Audi A6L had surpassed those of BMW 5 Series and Mercedes-Benz E-Class.
At the same time, Audi's rejuvenation strategy has paid off. A3, Q3 and Q2L launched for young consumers have maintained a stable market performance. Last year, three models provided nearly 200,000 cars for Audi. At the same time, in the field of new energy that represents the future trend, Audi has also begun to exert its strength.
The new energy field has begun to take shape.
In the field of new energy, especially in the field of pure electric vehicles, Audi's actions are somewhat slow, not only behind BMW, which began to promote MINI pure electric vehicles, but also behind Mercedes-Benz, which launched domestic EQC. In the past year, Audi began to increase its weight in the field of new energy, and successively launched A6L? Electronic creation? 、Q2L？ E-tron and e-tron have completed the initial layout in the field of new energy, and 20 19 is also the first year of Audi electrification. This year, in addition to the listing of domestic Audi e-tron, Audi will also launch a variety of new energy vehicles to make up for the shortcomings of insufficient scale of new energy vehicles.
With the launch of new cars, Audi has also launched targeted marketing activities, such as Audi e-tron pure electric tour, and Audi Q family tour, 20 19? Audi? Sports track experience activities, 20 19 Audi Cup football match, Audi A8L sponsored "Genes that change the world? That? Power? Yes? X "Acceleration Camp, which provides VIP cars for the Summer Davos Forum, is the third consecutive year that Audi has cooperated with Davos in summer. In terms of public welfare activities, Audi not only cooperated with Aiyou Charity Foundation to continue caring for orphans, but also cooperated with Phoenix.com to help the traditional cultural heritage around the group of college teachers. Audi Yingjie Club also welcomed many members including Olivia last year, further expanding Audi's influence among elite groups.
These marketing activities throughout the year keep the Audi brand active. Another thing worth mentioning is the "Didi incident", which was originally a marketing accident, but eventually evolved into a very influential joint marketing.
Write it at the end
If the past year is divided into two halves in the first half of the year, Audi's performance will be completely different. In the first half of the year, the brand-new Audi A6L just went on the market, and the Q5L is still in the climbing stage, which has affected its play to some extent. In the second half of the year, despite the full firepower, it was of little significance to defending the title, so Audi set its sights on 2020.
According to the previously announced plan, Audi will launch more than 20 new cars in 2020, including Q7, A4L and A8L? 60? TFSI？ 4.0T, brand new Q3? Sportback, domestic e-tron and e-tron? Many heavyweight models such as Sportback won the championship last year, which is not unrelated to their intensive product launch. Now Audi intends to replicate BMW's success. In addition, Audi's models launched this year include various high-performance cars and station wagons, which are Audi's very distinctive product portfolio, but due to the lack of scale effect, the sales volume has not been rewarded. If you count the models launched in 20 19, these models may bring surprises this year. In 2020, Audi's performance is worth looking forward to, and the battle for luxury car sales will be more interesting.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.