奥迪全球CEO高德诺：不是“大象转身”而是“豹子般敏捷”转型

Core Insights - Audi is undergoing a transformation likened to a "leopard" for its agility, focusing on speed and quality in its strategic shift towards software-defined vehicles and advanced driver assistance technologies [1][5][6] - The launch of the new AUDI brand, set to debut in November 2024, aims to fill the gap in the high-end electric and intelligent product market, enhancing Audi's market positioning in China [2][3] - Audi's strategy includes a dual-brand approach to cater to diverse consumer needs, with the traditional Audi brand targeting classic luxury consumers and the new AUDI brand appealing to younger, tech-savvy customers [2][5] Electric Vehicle Strategy - Audi is accelerating the launch of new electric models, including the A6L e-tron, and is developing next-generation platforms like the SSP, collaborating with brands like Porsche and Bentley [1][3] - The AUDI E5 Sportback, the first mass-produced model under the new AUDI brand, is set to launch in late summer 2025, marking a significant milestone in Audi's global transformation [2][3] Partnerships and Collaborations - Audi has established partnerships with local Chinese companies, including Huawei and Momenta, to enhance its smart cockpit and autonomous driving capabilities [3][5] - The collaboration with Huawei has led to the integration of advanced driver assistance systems in several Audi models, positioning Audi as a leader in luxury vehicles equipped with such technologies [4][5] Market Dynamics - The Chinese automotive market is experiencing a shift towards domestic brands that offer higher technological content and better value, posing challenges for traditional foreign automakers like Audi [3][6] - Audi's strategy emphasizes local market adaptation, with a focus on meeting the unique demands of Chinese consumers, particularly the younger demographic [5][6] Future Outlook - Audi plans to maintain a balanced product portfolio that includes fuel vehicles, hybrid vehicles, and electric vehicles, ensuring coverage across various market segments [6] - The company is committed to localizing its production and product offerings in China, aligning with its strategy of "in China, for China" [6]