以客户为本，以变革破局 一汽奥迪营销体系升级释放新动能

Core Insights - The luxury car market in China is undergoing significant transformation, shifting from "scale expansion" to "high-quality transformation," driven by electrification, intelligent competition, and changing consumer demands from "brand worship" to "experience first" [1][4][16] - FAW Audi, with over 30 years in the Chinese market, has implemented a comprehensive marketing system reform, positioning itself as a leader in understanding Chinese consumer needs and setting a benchmark for industry transformation [1][6][16] Industry Transformation - The Chinese automotive industry is experiencing deep transformation characterized by electrification and intelligence, with new energy vehicle production and sales exceeding 10 million units in the first three quarters of the year, achieving a penetration rate of 46.1% [4][16] - The shift in consumer behavior towards upgraded demands, online decision-making, and diverse experiences poses significant challenges to traditional production and sales logic [4][6] FAW Audi's Marketing Strategy - FAW Audi has adopted a marketing system reform as a key strategy to navigate the market challenges, focusing on insights-driven direction and innovative solutions [6][7] - The company emphasizes a customer-centric approach, integrating marketing and sales processes to ensure that customer focus is embedded throughout the entire operation [6][8] Performance Metrics - In September, FAW Audi achieved sales of 58,323 vehicles (including imports), a year-on-year increase of 13.5%, with a 2.9% growth in market share for domestic luxury fuel vehicles [10][12] - During the National Day and Mid-Autumn Festival, FAW Audi recorded 26,838 orders, reflecting a 35.9% year-on-year increase, showcasing the effectiveness of its marketing system reform [12][10] Future Outlook - FAW Audi is committed to expanding its dealer network, with plans to add 28 new dealerships by 2025, focusing on penetrating untapped markets [15][17] - The company aims to transform single transactions into long-term emotional connections with customers, establishing a new starting point for sustainable operations [16][17]