车展季·大咖说 | 奥迪管理董事会主席高德诺：转型中的奥迪将坚守燃油车、混动车、纯电车三大产品支柱

Core Insights - Audi is entering a year of delivery in the Chinese market, showcasing five new production models at the Shanghai Auto Show, including the Audi A5L, A5L Sportback, Q5L, Q6 e-tron, and E5 Sportback, which are based on the latest platforms [1][4] - The company has a clear strategic blueprint to not only launch new products in the electric vehicle market but also to continue leading in the luxury fuel vehicle market [1][4] Strategic Focus - Audi's transformation strategy focuses on two key areas: software-defined vehicles and advanced driver assistance technologies [4][5] - The E5 Sportback, developed in collaboration with SAIC, is a significant milestone in Audi's global transformation, adhering to the strategy of "In China, for China" [4][5] Dual Brand Strategy - Audi's dual brand strategy aims to serve different consumer segments: the traditional Audi brand for those seeking classic luxury and technology balance, and the new AUDI brand targeting younger consumers interested in cutting-edge technology [5][7] - This strategy is a long-term plan based on the unique development speed and consumer segmentation in the Chinese market [5][7] Partnerships and Technology - Audi has partnered with Huawei to integrate advanced driving technologies into its vehicles, with the A5L Sportback being the first fuel vehicle to feature Huawei's technology [5][7] - The company is also collaborating with Momenta to develop advanced driver assistance systems, positioning itself as the first luxury brand to offer such systems in both fuel and electric vehicles [5][7] Market Insights - The average age of luxury car consumers in China is 35, indicating a younger demographic with higher expectations for technology and personalization [7] - Audi plans to maintain a product strategy that includes fuel vehicles, hybrid vehicles, and electric vehicles, recognizing the significant differences in consumer demand across global markets [7][8] Localization Strategy - Audi emphasizes local development in China, aligning its AUDI brand strategy with the "In China, for China" approach, and incorporating market-specific solutions into its platforms [7][8] - The company is committed to balancing its development across key markets, including the U.S. and Europe, while continuing its localization efforts in China [7][8]