都市车界|奥迪撤回全面电动化计划为哪般？

Core Viewpoint - Audi's global CEO announced the withdrawal of the plan to stop producing internal combustion engine vehicles by 2033, indicating a shift towards new generations of internal combustion and plug-in hybrid models, reflecting the deep contradictions faced by traditional luxury car manufacturers in their electrification transition [1] Sales and Profit Pressure - Audi's global sales are projected to decline by 11.8% in 2024, the largest drop among the BBA group, with electric vehicle sales down 8% to 164,000 units, accounting for only 9.81% of total sales [2] - The brand's operating profit is expected to plummet by 45.3% in 2024, with an operating margin falling to a historical low of 4.6% [2] - In China, Audi's sales decreased by 10.9%, losing nearly 80,000 units, and profit contributions fell by 28.8% [2] Market Demand and Profitability Challenges - The strategic adjustment is driven by uneven global electric vehicle market development, with China achieving a 47.6% penetration rate in 2024, while Audi's electric vehicle sales face bottlenecks [3] - In North America, the electrification process is slower, and Europe saw a 5.9% decline in electric vehicle sales in 2024 [3][4] - The cancellation of subsidies in Germany led to a 33% drop in electric vehicle sales, with overall European electric vehicle sales plummeting by 43.9% in 2024 [4] Technical Constraints - Audi's electrification strategy relies on the PPE and SSP platforms, both facing production delays, with the Q6 e-tron delivery pushed back by 18 months due to software issues [5] - The SSP platform is not expected to be operational until 2029, while the optimization of fuel vehicle technology continues to provide a viable alternative [5] Industry Competition and Profit Balancing - Audi faces strong competition from emerging companies like Tesla, which has superior range capabilities compared to Audi's electric models [6] - The high logistics costs and low production efficiency at the Brussels plant, along with high labor costs in Europe, make maintaining traditional manufacturing increasingly uneconomical [7] - Audi's decision to pause its full electrification plan allows it to leverage profits from fuel vehicles to sustain operations and reduce R&D pressure [7] Industry-Wide Strategic Shift - Audi's strategic shift reflects a broader trend among traditional automakers moving from a "technology worship" approach to a "market-oriented" strategy [8] - Major automakers like BMW and Toyota are questioning the absolute necessity of full electrification, indicating a collective conservative shift in the industry [8][9] - This trend suggests that traditional manufacturers are adapting to regional demand differences through differentiated product offerings while maintaining fuel vehicle production as a competitive advantage [8][10]