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郭永锋接替李凤刚 一汽奥迪销售公司中方一把手两年内再换人
经济观察报·2025-09-03 10:48

Core Viewpoint - The leadership change at FAW-Volkswagen Audi is seen as a response to the declining market performance of FAW Audi, with the new executive expected to address these challenges and drive growth [1][4]. Group 1: Leadership Changes - FAW Audi's sales company has appointed Guo Yongfeng as the new executive vice president, replacing Li Fenggang, who served for less than two years [1]. - Guo Yongfeng has extensive experience within FAW-Volkswagen, having held various leadership roles since joining in 2004 [1]. - The early leadership change is perceived as a necessity due to FAW Audi's poor market performance [1][2]. Group 2: Sales Performance - FAW Audi's sales have been declining, with figures of 726,300, 701,300, and 635,600 vehicles sold from 2020 to 2022, respectively, marking three consecutive years of decline [2]. - In 2024, FAW Audi's cumulative sales were 611,000 vehicles, a year-on-year decrease of 12.5% [2]. - As of the first half of 2025, sales continued to decline, indicating ongoing challenges for the brand [2]. Group 3: Impact on Global Performance - The decline in FAW Audi's sales negatively affects Audi's global performance, with a 10.2% year-on-year drop in sales in China during the first half of 2025 [3]. - Audi's net profit for the first half of 2025 was €1.346 billion, down 37.5% year-on-year, leading to a downward revision of revenue expectations for the year [3]. - Compared to competitors, FAW Audi's performance lags behind Mercedes-Benz and BMW, which had higher sales figures despite their own declines [3]. Group 4: Strategic Initiatives - Audi aims to revitalize its performance through management changes and new product introductions, including the launch of the Audi Q6L e-tron model in late 2024 [4]. - FAW Audi is collaborating with Huawei to enhance the intelligence of its fuel vehicles, which may help improve market performance [4]. - The company is expected to introduce more electric vehicle models to accelerate its transition towards electrification [4].