Core Viewpoint - The article discusses significant personnel changes within FAW Audi, highlighting the challenges faced by traditional luxury car brands like Audi in the face of increasing competition from new energy vehicle manufacturers and the need for strategic leadership to navigate these challenges [5][11][13]. Group 1: Personnel Changes - On September 1, 2025, FAW announced the immediate transfer of Guo Yongfeng and Li Fenggang, with Guo taking over as Executive Vice President of FAW Audi Sales Co., and Li becoming Chairman and General Manager of FAW Fuhua Ecological Co. [4] - This marks the third major personnel adjustment for FAW Audi in 2025, indicating the company's high regard for its luxury brand amid fierce competition [7]. - Previous adjustments included the appointment of Liu Hongtao as Vice President responsible for network operations and the replacement of Song Jingjing as the sales head [10][11]. Group 2: Sales Performance - In 2024, FAW Audi's total sales reached 611,000 vehicles, reflecting a year-on-year decline of 12.5%, despite claims of regaining the top market share in the domestic fuel luxury car segment [5]. - In the first half of 2025, Audi's sales in China were 287,600 units, down 10.2% year-on-year, trailing behind competitors BMW and Mercedes-Benz [11]. Group 3: Strategic Initiatives - FAW Audi has launched a new "fusion direct sales" model in August 2025, integrating dealer and direct sales advantages, allowing customers to order through a unified platform at a standard price [12]. - The company recently introduced two new models equipped with Huawei's advanced driving technology, marking a dual development approach for both electric and fuel vehicles [13]. - FAW Audi aims to transition into a 3.0 era of integrated development, necessitating significant transformation across various levels [13].
独家 | 特殊时期的换岗,郭永锋掌舵一汽奥迪,李凤刚接管一汽富华
汽车商业评论·2025-09-01 11:02