Workflow
汽车视点 | 首款华为乾崑智驾燃油车上市!上汽奥迪打响豪华品牌转型“第一枪”
Xin Hua Cai Jing·2025-08-02 08:19

Core Viewpoint - The launch of the SAIC Audi A5L Sportback, priced between 259,900 to 369,900 yuan, represents a strategic shift for traditional luxury brands, focusing on innovation in fuel vehicles while maintaining competitiveness in the market [1][5][7] Market Context - The introduction of the A5L Sportback comes amid declining sales for traditional luxury brands (BBA) in China, with BMW's sales down 15.5% and Mercedes-Benz's down 14% in the first half of 2025 [5][6] - Despite the push towards electrification, fuel vehicles still hold a significant market share, accounting for 49.8% of new car sales in China in the first half of 2025 [6] Strategic Decisions - BBA brands have collectively decided to abandon their comprehensive electrification plans, opting instead for a strategy that allows for the coexistence of fuel and electric vehicles [6][7] - The A5L Sportback is positioned as a response to market demands, aiming to rejuvenate the brand's presence in the fuel vehicle segment [7] Technological Innovation - The A5L Sportback is the first fuel vehicle globally to feature Huawei's QianKun intelligent driving system, addressing challenges in integrating smart technology into traditional fuel vehicles [9][10] - The vehicle includes 32 high-precision sensors and innovative features like "one-click return," enhancing its appeal to tech-savvy consumers [11] Target Demographic - The design of the A5L Sportback targets younger consumers, moving away from Audi's traditional image as a "government car" to a more dynamic and modern aesthetic [12][14] - The shift aligns with Audi's global strategy to attract younger buyers, with plans to create the youngest product matrix by the end of 2025 [14][15] Future Outlook - The performance of the A5L Sportback and the upcoming E5 Sportback will be critical indicators of whether traditional luxury brands can regain market strength [15]