Core Viewpoint - Audi has reversed its previous plan to stop developing and selling internal combustion engine vehicles by 2033, now not setting a clear timeline for termination [1] Group 1: Audi's Strategic Adjustments - Audi will launch a new series of internal combustion and plug-in hybrid vehicles between 2024 and 2026, providing greater flexibility for the next decade [1] - The company will lead the development of the Volkswagen Group's platform architecture and software systems for mid-to-large models, marking a shift towards "software-defined vehicles" [1] - The SSP platform, developed in collaboration with Rivian, is expected to debut in Audi models by the end of 2027 or in 2028 [1] Group 2: Industry Trends - Other automakers like Volvo and Mercedes have also adjusted their electrification plans, with Mercedes planning to continue developing internal combustion engine models into the 2030s [2] - The automotive industry is experiencing challenges during the electrification transition, with many companies facing declining revenues and profits due to high R&D costs and slowing demand for electric vehicles [2] - In contrast, the Chinese electric vehicle market is growing rapidly, prompting multinational companies to accelerate their electrification efforts in China while seeking cost reduction and efficiency improvements [2] Group 3: Audi's Focus Areas - Audi's transformation strategy emphasizes two key areas: software-defined vehicles and advanced driver assistance technologies [3] - Starting mid-2025, Audi will produce several models specifically designed for the Chinese market, including the Q6L e-tron, which is already in pre-sale [3] - Audi is collaborating with Huawei to integrate advanced intelligent driving assistance systems into new platform products starting in 2025 [3]

Core Viewpoint - Audi has reversed its previous plan to stop developing and selling internal combustion engine vehicles by 2033, and no clear timeline for cessation has been set [2][3]. Group 1: Audi's Strategic Adjustments - Audi will launch a new series of internal combustion and plug-in hybrid vehicles between 2024 and 2026, providing greater flexibility for the next decade [3]. - The company will lead the development of a new platform architecture and software system for large vehicles within the Volkswagen Group, marking a shift towards "software-defined vehicles" [3]. - The original plan was to release the last batch of fuel vehicles globally by 2026 and achieve full electrification by 2033, but this has been reassessed due to varying market developments and the pace of electric vehicle adoption [3][4]. Group 2: Industry Trends - Other automakers like Volvo and Mercedes-Benz have also adjusted their electrification plans, with Mercedes stating it will not strictly adhere to a 2030 deadline for transitioning to electric vehicle sales [4]. - The automotive industry is experiencing challenges during the electrification transition, with many companies facing declining revenues and profits due to high R&D costs and a slowdown in electric vehicle demand [4]. - Despite these challenges, the Chinese electric vehicle market is growing rapidly, prompting multinational companies to accelerate their electrification efforts in China [5]. Group 3: Audi's Focus Areas - Audi's transformation strategy focuses on two key areas: software-defined vehicles and advanced driver assistance technologies [6]. - Starting mid-2025, Audi will produce several models specifically designed for the Chinese market, including the Q6L e-tron, which is based on the PPE luxury electric platform [6]. - Audi is collaborating with Huawei to integrate advanced intelligent driving assistance systems into new platform products starting in 2025 [6].

Group 1 - Audi has reversed its previous plan to stop developing and selling internal combustion engine vehicles by 2033, and no clear timeline for cessation is set [1][2] - The company will launch a new series of internal combustion and plug-in hybrid vehicles between 2024 and 2026, providing greater flexibility for the next decade [1][2] - Audi will lead the development of a new platform architecture and software system for large vehicles within the Volkswagen Group, marking a shift towards "software-defined vehicles" [1] Group 2 - The automotive industry is experiencing challenges during the electrification transition, with many companies seeing declines in revenue and profit due to high R&D costs and slow electric vehicle market demand [2] - Companies like Volvo and Mercedes-Benz have also adjusted their electrification plans, opting for a dual development strategy of both internal combustion and electric vehicles [2] - The Chinese electric vehicle market is growing rapidly, prompting multinational companies to accelerate their electrification efforts in China while seeking cost reduction and efficiency improvements [2] Group 3 - Audi's strategic adjustments focus on two key areas: software-defined vehicles and advanced driver assistance technologies [3] - The company plans to produce several models specifically designed for the Chinese market starting mid-2025, including the Q6L e-tron and new electric models based on a joint development with SAIC [3] - Audi is collaborating with Huawei to integrate advanced intelligent driving assistance systems into its new platform products starting in 2025 [3]

Core Viewpoint - The traditional luxury car brands represented by BBA (BMW, Benz, Audi) are facing significant challenges in the Chinese market, with local luxury brands rapidly gaining market share and altering consumer perceptions of luxury vehicles [1][3][20]. Group 1: Market Dynamics - The global sales of BBA brands are declining, with BMW and Benz experiencing the largest drops in China, with sales down 13% and 7% respectively, while Audi's sales fell by approximately 11% [1][3]. - The Chinese luxury car market is evolving, with the segment priced between 200,000 to 300,000 yuan experiencing a 92% growth from 1.982 million units in 2018 to 3.822 million units in 2024 [3][18]. - In 2024, domestic high-end brand passenger car sales are projected to reach 4.738 million units, reflecting a 2.3% year-on-year increase [3][18]. Group 2: Audi's Strategic Shift - Audi is launching a new AUDI brand in China, aiming to attract younger consumers and differentiate itself in the luxury market [2][3]. - The AUDI E5 Sportback, which debuted shortly before the Shanghai Auto Show, represents Audi's commitment to electric and intelligent vehicle technology, with a focus on local partnerships for battery and smart driving solutions [2][4][7]. - Audi's collaboration with local suppliers like CATL for battery systems and Momenta for intelligent driving technology highlights a strategic pivot towards leveraging Chinese innovation [2][9][11]. Group 3: Competitive Landscape - Traditional luxury brands are increasingly adopting Chinese smart automotive solutions, with BBA brands collaborating with local companies to enhance their technological offerings [9][10][21]. - The shift towards smart and electric vehicles is not just limited to BBA; other foreign brands are also forming partnerships with Chinese suppliers to adapt to the rapidly changing market [10][13]. - The competitive landscape is intensifying, with the Chinese market leading in the adoption of new energy vehicles, achieving over 50% penetration, while other regions lag behind [18][20]. Group 4: Future Outlook - The success of BBA brands in China is seen as critical for their global strategy, with significant investments planned for new electric models and local R&D initiatives [17][20]. - The rapid development of smart and electric vehicles in China is expected to influence global automotive trends, with Chinese solutions beginning to penetrate international markets [21].

Core Insights - Audi is entering a year of delivery in the Chinese market, showcasing five new production models at the Shanghai Auto Show, including the Audi A5L, A5L Sportback, Q5L, Q6 e-tron, and E5 Sportback, which are based on the latest platforms [1][4] - The company has a clear strategic blueprint to not only launch new products in the electric vehicle market but also to continue leading in the luxury fuel vehicle market [1][4] Strategic Focus - Audi's transformation strategy focuses on two key areas: software-defined vehicles and advanced driver assistance technologies [4][5] - The E5 Sportback, developed in collaboration with SAIC, is a significant milestone in Audi's global transformation, adhering to the strategy of "In China, for China" [4][5] Dual Brand Strategy - Audi's dual brand strategy aims to serve different consumer segments: the traditional Audi brand for those seeking classic luxury and technology balance, and the new AUDI brand targeting younger consumers interested in cutting-edge technology [5][7] - This strategy is a long-term plan based on the unique development speed and consumer segmentation in the Chinese market [5][7] Partnerships and Technology - Audi has partnered with Huawei to integrate advanced driving technologies into its vehicles, with the A5L Sportback being the first fuel vehicle to feature Huawei's technology [5][7] - The company is also collaborating with Momenta to develop advanced driver assistance systems, positioning itself as the first luxury brand to offer such systems in both fuel and electric vehicles [5][7] Market Insights - The average age of luxury car consumers in China is 35, indicating a younger demographic with higher expectations for technology and personalization [7] - Audi plans to maintain a product strategy that includes fuel vehicles, hybrid vehicles, and electric vehicles, recognizing the significant differences in consumer demand across global markets [7][8] Localization Strategy - Audi emphasizes local development in China, aligning its AUDI brand strategy with the "In China, for China" approach, and incorporating market-specific solutions into its platforms [7][8] - The company is committed to balancing its development across key markets, including the U.S. and Europe, while continuing its localization efforts in China [7][8]

Group 1 - Audi showcased 19 models at the Shanghai International Auto Show, including 5 new production models specifically designed for the Chinese market [1][2] - The new models are built on the PPE luxury electric platform, PPC luxury fuel vehicle platform, and ADP intelligent digital platform, featuring advanced driver assistance technologies [2] - Audi's dual-brand strategy in China aims to cater to different consumer segments, with "Four Rings Audi" targeting traditional luxury consumers and "AUDI" brand focusing on younger, tech-savvy customers [9] Group 2 - Audi emphasizes a transformation speed likened to a "leopard," focusing on software-defined vehicles and advanced driver assistance technologies while maintaining a commitment to quality [5][6] - The company integrates into the Chinese technology ecosystem, collaborating with Huawei for ADAS systems and Momenta for advanced driving features, responding to local market demands [5][8] - Audi's leadership highlights the importance of safety and user needs in product development, particularly for the younger demographic in China, which has an average age of 35 [8][11] Group 3 - The partnership with FAW Audi and SAIC Audi allows for a comprehensive product matrix covering both fuel and electric vehicles, enhancing market reach [9][11] - Audi's long-standing presence in China, over 30 years, reinforces its commitment to quality and reliability, positioning it to face the challenges posed by rising domestic brands [11]