2024奥迪分析：奥迪品牌、技术、平台等 Audi Analyst Day 2024

Industry Investment Rating - The report does not explicitly provide an investment rating for the industry [1][2][3][4] Core Viewpoints - Audi is focusing on a progressive premium positioning, distinguishing itself from the luxury segment and reducing series complexity [9] - The company aims to re-establish its technological leadership with a clear path for product differentiation [10] - Audi is transitioning to a focused BEV (Battery Electric Vehicle) lineup, targeting premium market sweet spots and iconic models [11][12] - The new PPE (Premium Platform Electric) and PPC (Premium Platform Combustion) platforms enable major portfolio updates in both BEV and ICE (Internal Combustion Engine) vehicles [21][35][52] - Audi is leveraging partnerships in China to accelerate BEV and ICV (Intelligent Connected Vehicle) development, with production expected to start by the end of 2024 [16] - The company has implemented significant decisions since September 2023, including simplified product launches and a defined long-term target portfolio [19] Product Portfolio - Audi plans to have 9 core models in target segments, with strong coverage in the premium market sweet spot [12] - The Q6 e-tron on the PPE platform is the first step in a broader BEV model initiative [12] - Audi is transitioning from ICE to BEV with a new ICE generation, such as the A5 on the PPC platform, allowing flexibility based on market conditions [12] - The PPE platform offers significant improvements in electric drive unit performance, energy consumption, and cost reduction compared to the first-generation BEV [27][28] - The battery system in PPE models has higher efficiency and enhanced performance, with predictive conditioning and optimized battery management [29][30] - PPE models feature best-in-class charging capabilities, with up to 270 kW charging power and superior range [25][32][34] Technology and Innovation - The E3 1.2 electronic architecture enables future-proof functionality, including over-the-air updates and advanced driver assistance systems [36][39][42] - Audi is introducing next-generation AR (Augmented Reality) head-up displays, offering an increased field of view and improved imaging [44] - The AI-powered digital assistant integrates over 800 functions, including ChatGPT integration, enhancing the customer experience [45] - The PPE platform supports advanced safety and driving assistance features, such as adaptive cruise control, lane change assist, and proactive passenger protection [42] Market Strategy - Audi is targeting global customer segments with the Q6 e-tron and A6 e-tron families, with projected lifecycle sales volumes across Europe, Germany, the USA, Canada, and overseas markets [49] - The company is developing China-specific models with longer wheelbases, localized digital offerings, and design features, with production starting in Changchun by 2025 [50] - Audi is reducing complexity in its product offerings by transitioning from single options to focused option packages, improving customer convenience and production efficiency [70] Financial and Operational Efficiency - The PPC platform reduces platform costs by up to 60% through strict interlocking and synergetic development [55] - Audi is optimizing engine selection to cover customer needs with lower complexity, including PHEV (Plug-in Hybrid Electric Vehicle) models that will be introduced later in the product lifecycle [59][61] - The company is leveraging scale and flexibility in site allocation to achieve cost efficiencies and higher positioning in the market [71]