暂停全面电动化，奥迪紧急「刹车」

Core Viewpoint - Audi has officially retracted its goal for full electrification by 2033, indicating a shift in strategy under the new CEO Gernot Döllner, who plans to continue producing combustion engine vehicles until around 2035 or longer, while also maintaining a product mix of combustion, hybrid, and electric vehicles [4][5][6]. Summary by Sections Electrification Strategy - Audi's previous plan aimed to stop launching new combustion models after 2026 and cease development and sales of internal combustion engine vehicles by 2033, but this has been deemed outdated by the new management [5][6]. - The company will now pursue a flexible product strategy that includes combustion, hybrid, and electric vehicles until at least 2035 [6]. Market Performance - Audi's revenue for 2024 is projected to be €64.5 billion, a decrease of 7.6% year-on-year, with operating profit dropping by 37.8% to €3.903 billion, and net profit falling by 33.1% to €4.189 billion [6]. - The company has experienced a decline in global sales, with a drop of 11.8% in 2024, resulting in total sales of 1.67 million vehicles [12]. Challenges in Electrification - Audi's electric vehicle sales have not met expectations, with only 11.82 million and 17.8 million units sold in 2022 and 2023, respectively, accounting for less than 10% of total sales [8]. - The launch of the Q6 e-tron has been delayed due to issues with the software development company CARIAD, impacting Audi's ability to compete effectively in the electric vehicle market [10][11]. Strategic Adjustments - The new CEO has initiated significant reforms, including leadership changes and a focus on improving product strategy in the Chinese market, which is Audi's largest single market [11][19]. - Audi plans to cut costs significantly, aiming to reduce material costs by €8 billion and labor costs by €10 billion by 2030, with a target profit margin of 11%-13% [16]. Product Development and Pricing - Audi is adopting a strategy of "price for volume" to boost sales, with significant price reductions on several models, including the Q3 and Q5L, with discounts reaching up to 39% [20]. - The company aims to launch over 20 new models in the next two years, including the Q6 e-tron and several others tailored for the Chinese market [20][21]. Future Outlook - Despite the challenges, Audi's CFO has indicated that the company is maintaining a steady development pace and will continue to push for transformation to meet profitability goals [22].