代理制再迎OTA，融合直售胜算几何

Core Insights - The core viewpoint of the articles is that FAW Audi is embracing a transformative "fusion direct sales model" to enhance customer experience and streamline the sales process, integrating both dealership and direct sales advantages [1][3][6]. Group 1: Fusion Direct Sales Model - FAW Audi launched the "fusion direct sales model" in August 2023, aiming to eliminate traditional pricing and negotiation inefficiencies by providing transparent pricing, a unified platform for vehicle selection, and standardized service [3][4]. - The model emphasizes three unifications: unified pricing across the country, a single platform for vehicle selection and contracts, and standardized service protocols, thereby enhancing consumer autonomy [3][4]. - The model includes both electric and fuel vehicles, with the Audi Q6L e-tron family and the Audi A5L being the initial models to adopt this approach, aiming to improve customer experience and reduce price competition among dealers [4][6]. Group 2: Dealer Network and Strategic Partnerships - FAW Audi has established a nationwide dealer network of nearly 600 locations, providing comprehensive services such as test drives, local invoicing, and after-sales support [3][4]. - A strategic partnership with Zhongsheng Group was formed to develop new sales points and enhance the integration of the fusion direct sales model, with plans to establish at least 10 new sales outlets by 2025 [4][6]. - The leadership change at FAW Audi, with Guo Yongfeng taking over as the executive vice president, is seen as a move to align the company's sales and service strategies with market demands [4][6]. Group 3: Market Context and Competitive Landscape - The fusion direct sales model is part of a broader trend among automakers to adopt more transparent pricing strategies in response to market pressures, with similar models being implemented by brands like Volkswagen and BMW [6][7]. - The effectiveness of the new sales model will ultimately depend on its impact on sales volume, as initial results indicate that the model has not yet significantly boosted sales [5][7]. - The transition to a direct sales model poses challenges for dealers, as it shifts the focus from product-driven sales to user value-driven services, requiring enhanced customer relationship management skills [8][9].