Core Insights - A personnel change at FAW Audi has been announced, with Guo Yongfeng replacing Li Fenggang as the Executive Vice President of FAW Audi Sales Co., Ltd. starting September 1, 2025 [2] - Li Fenggang's tenure lasted only about 22 months, which is notably short given the typical four-year term [2] - Guo Yongfeng has a background in digital transformation and sales at FAW-Volkswagen, having previously led initiatives that helped achieve significant sales milestones in the electric vehicle segment [2] Sales Performance - FAW Audi's sales performance has been disappointing, with a total of 611,000 new cars sold in 2024, representing a year-on-year decline of 12.5% [2] - In the first half of 2025, FAW Audi sold 287,600 vehicles, down 10.2% year-on-year, trailing behind competitors BMW and Mercedes-Benz [2] Electric Vehicle Transition - FAW Audi's transition to electric vehicles has been slow, with over 90% of sales still reliant on fuel vehicles, highlighting a significant gap compared to BMW and Mercedes-Benz in terms of electric vehicle sales proportion [3] - The overall financial performance of Audi has also been underwhelming, with a net profit of only €1.346 billion in the first half of the year, a decrease of 37.5% year-on-year, leading to a downward revision of the annual revenue forecast [3] Strategic Initiatives - FAW Audi is actively seeking change by accelerating the launch of electric vehicle products, such as the Q6L e-tron family and A5L, which were launched on August 7 [3] - The company has introduced a "fusion direct sales" model, combining the advantages of the dealer system and brand direct sales to provide a "one-stop experience" for customers [3] - Guo Yongfeng's appointment is viewed as an opportunity for FAW Audi to overcome its challenges and potentially revitalize sales in a competitive market [3]
一汽奥迪“换将”：郭永锋接棒李凤刚 后者仅在任22个月
Xi Niu Cai Jing·2025-09-05 07:45