只会“窝里横”！一汽奥迪销量创新低，嘲讽上汽保正统？

Core Viewpoint - Audi's pricing strategy has collapsed under intense competition, leading to a significant drop in sales and profits, particularly in the Chinese market, despite aggressive pricing tactics [2][9]. Group 1: Pricing and Sales Performance - The starting price for the 2025 FAW Audi A3 has dropped to 112,400 yuan, equivalent to a 34% discount [2]. - FAW Audi's sales fell by 12.5% in 2024, reaching a new low of 611,100 units, following a previous decline of 9.3% in 2022 [11]. - Audi's overall sales in China for 2024 were 649,400 units, with FAW Audi contributing 611,100 units, accounting for over 94% of total sales [9]. Group 2: Internal Competition - FAW Audi and SAIC Audi have been in a competitive struggle, with both brands offering similar models at different price points, leading to a price war [4][5]. - The launch of SAIC Audi's luxury electric brand AUDI has further complicated the competitive landscape, as it targets the same market segment that FAW Audi aims to penetrate [12]. Group 3: Brand and Market Strategy - FAW Audi emphasizes its "four rings" branding to assert its position as the original Audi in China, while also expressing concerns over brand dilution from SAIC Audi's new branding [7][9]. - The introduction of a new "fusion direct sales" model by FAW Audi aims to streamline sales processes and improve pricing consistency, but it poses challenges for traditional dealership operations [14]. Group 4: Future Outlook and Challenges - FAW Audi's reliance on traditional fuel vehicles remains high, with over 90% of its sales coming from this segment, which is increasingly threatened by new entrants in the electric vehicle market [13]. - The success of FAW Audi's new models, particularly those equipped with Huawei's advanced driving technology, is crucial for reversing the sales decline, with potential sales increases projected for Q4 [14].