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]

值得一提的是，国庆中秋双节营销则是一汽奥迪营销体系变革后的首场战役。依托"一汽-大众3000万感 恩季"，一汽奥迪通过整合内外部资源，以"礼驭美好，环环相扣"为主题开展系列客户回馈行动。 面对节日期间消费分散、激烈竞争的市场环境，一汽奥迪充分展现了营销体系变革后的组织协同优势， 实现订单26838辆，同比提升35.9%。中经记者 陈茂利 张硕 北京报道 【一汽奥迪重新理解用户】新时代汽车客户需求升级化、决策线上化、体验多元化的消费习惯，正在迅 速改变汽车产业的产销逻辑和运营逻辑，传统的商品供给、组织流程与思维定式已无法满足不断变化的 客户期望。 《中国经营报》记者了解到，洞察这一市场变迁，一汽奥迪遵循中国一汽"商品创新服务于市场，营销 变革服务于客户"的战略指引，开启了一场"以客户为中心"营销体系变革。 "此次变革通过'横向拉通、纵向穿透'的体系化管理架构重塑，着重强调从公司整体层面将营销端和销 售端打通，实现总部到区域的整体施策、合力协同；市场运营体系以整合营销部为指挥中心，新零售营 销与品牌公关部承接策略落地，实现营销与销售的深度联通，有效缩短触达客户的链路。"一汽奥迪方 面表示。 营销体系变革的成效，在 ...

城九歌／文 "金九银十"是国内车市的传统销售旺季，也是对车企产品实力和营销能力的集中检验。来自一汽奥迪的最新数据显示，在十一国庆和中秋双节叠加的长假 中，一汽奥迪实现订单26,838辆，同比提升35.9%。 行业人士表示，对于国内主流车企而言，新能源转型并不仅仅是产品的转型，营销模式的变革同样极具挑战性。互联网思维和跨界造车带来的冲击在不断扩 大，汽车领域的硝烟早已从产品领域蔓延至营销赛道。传统主流车企要想守住对汽车价值的定义权，就必须在营销竞争中取胜，通过更为快速精准的将产品 送达消费者手中，来重新获得用户信任和市场份额。 "以客户为中心"的一场整合营销变革 汽车客户需求升级化、决策线上化、体验多元化的消费习惯，正在迅速改变汽车产业的产销逻辑和运营逻辑。传统的商品供给、组织流程与思维定式已无法 满足不断变化的客户期望。 换句话说，现在已不仅仅是要解决"酒香也怕巷子深"的问题，而是如何走出深巷，第一时间将不同的"酒"递到不同买家面前的问题。 面对全新消费环境带来的全新课题，一汽-大众在2025年提出加速"突破"的目标。要实现营销突破、商品突破、成本突破、效率突破和股东合作突破"五大突 破"。作为一汽-大众旗下 ...

"无论是为打赢今年这场战役，还是面向未来转型，一汽-大众要充分利用好'1511'战法，也就是保证新 能源产品上市成功、5项营销空间战、面向客户运营工作和开启直营模式。"一汽大众销售有限责任公司 执行副总经理盛晔华表示，今年5月销售公司进行的体系大变革，就是为了支持"1511"工作的落地，以 支撑未来的发展。 作为中德汽车合作共赢的典范，一汽-大众历经34年砥砺前行，即将迎来第3000万辆整车下线的重要里 程碑，成为中国汽车工业史上首个达成这一成就的乘用车企。3000万辆的背后，是庞大制造体系的支 撑，更是营销体系持续变革创新的成果。 近日，在"3000万信赖 出众向新 一汽-大众匠心溯源之旅"活动中，全国的媒体和客户走访一汽-大众大 众品牌，解码3000万辆背后的营销革新之路。 面对年轻化以及数字技术的全面渗透，传统的营销模式难以满足客户对透明、便捷、个性化体验的需 求。一汽-大众大众品牌破传统路径依赖，持续推进营销体系深度变革，秉持"以客户为中心的长期主义 和利他主义"，从组织流程、运营模式、品牌沟通和客户服务维度，对营销体系进行了重塑。 组织变革：让客户声音直达决策层 "以前客户需求反馈要跨多个部门，整个 ...

Core Viewpoint - The company, FAW Jiefang, has initiated a transformation of its marketing system, emphasizing the urgency and necessity of this change [1] Group 1: Marketing System Transformation - FAW Jiefang held a conference on July 3 to discuss the deepening transformation of its marketing system [1] - The General Manager and Deputy Secretary of the Party Committee, Yu Changxin, outlined four specific requirements for the transformation: 1. Unify thoughts and recognize the urgency of the marketing transformation 2. Innovate while adhering to core principles, accurately grasping the essence of the transformation 3. Engage actively in the implementation of various transformation tasks 4. Maintain stability to ensure orderly operations during the transition period [1]