转自：北京日报客户端 自1988年与中国一汽建立合作关系，奥迪在中国市场的深耕已跨越37个春秋。这段历程不仅见证了中国 汽车工业的开放转型，更记录了外资品牌如何从单纯的技术输入者转变为产业生态共建者。 8月7日，一汽奥迪举办技术周暨Q6L e-tron家族、A5L上市发布会，通过多维度的策略布局展现了品牌 在电动化转型中的创新实践。活动以科技展示为核心，系统呈现了奥迪在新能源领域的技术积累，并邀 请核心科技企业合作伙伴共同参与，形成技术协同效应，为豪华出行场景的构建提供了具体支撑。 此次上市活动在传播策略上呈现三个特点：其一，采用用户易于理解的语言与场景化展示方式传递产品 信息，强化消费者对技术优势的认知；其二，通过视觉效果突出的舞台设计与沉浸式体验，延续奥迪品 牌一贯的豪华质感；其三，构建多渠道、立体化的传播矩阵，结合跨部门协同的终端联动机制，形成从 线上到线下的完整获客链路。 本次活动也成功实现了传统豪华品牌与新兴市场趋势的平衡。一汽奥迪针对当前消费者购车时追求品牌 直连、价格透明及便捷服务的需求，创新推出豪华品牌"融合直售"模式。这一模式以经销商体系为基础 融合直营优势，通过官方平台实现线上下订、全国统 ...

Core Viewpoint - The automotive market is undergoing a complex transformation, with traditional fuel vehicles adapting through price cuts and simplifications while electric vehicles face their own challenges in market positioning and strategy [1][2][3]. Group 1: Fuel Vehicle Strategies - Traditional fuel vehicle companies are adopting a "price for volume" strategy, reducing prices while simplifying configurations, such as using lower-quality materials and reducing advanced features [2][6]. - The Nissan Sylphy has introduced a new base model priced at 75,800 yuan, significantly lower than previous models, achieved through substantial configuration reductions [6][7]. - High-end fuel vehicles are also engaging in price cuts and simplifications to capture market share, as seen with the Volkswagen Touareg's new model priced at 508,800 yuan, down from its previous entry-level model [7][8]. Group 2: Market Dynamics - The retail sales of fuel vehicles showed a slight growth of 0.35% year-on-year in July 2025, indicating that fuel vehicles are still maintaining a presence in the market despite the rise of electric vehicles [3][16]. - The penetration rate of new energy vehicles reached 54% in the domestic passenger car market by July 2025, highlighting the increasing competition between fuel and electric vehicles [16][19]. - The market is shifting towards hybrid models, with companies like Toyota phasing out pure fuel versions in favor of hybrid options, reflecting a broader trend of energy diversification [16][19]. Group 3: Technological Adaptation - Fuel vehicles are increasingly integrating smart technologies to enhance competitiveness, with models like the Audi A5L featuring advanced driving systems developed in collaboration with tech companies [11][12]. - The cost of integrating smart features into fuel vehicles is expected to increase by 15% to 20%, posing challenges for mid-range models [14]. - Major automotive companies are leveraging economies of scale to manage costs while enhancing the smart features of their fuel vehicles, as seen in Volkswagen's strategy for the Chinese market [14]. Group 4: Future Outlook - The global automotive landscape is evolving, with predictions indicating that the market share of traditional fuel vehicles will decline from approximately 59% in 2023 to around 31% by 2030 [19]. - The future automotive market is expected to consist of a diverse energy system, with no single powertrain dominating, but rather a coexistence of electric, hybrid, and fuel vehicles based on specific market needs [19].

Core Viewpoint - The automotive market is experiencing a complex transformation where traditional fuel vehicles are adapting to the rise of electric vehicles (EVs) through price reductions and configuration simplifications while also enhancing their technological features to remain competitive [2][11]. Group 1: Market Performance - In July 2025, the retail sales of passenger vehicles in China reached 1.826 million units, a year-on-year increase of 6.3%, with new energy vehicles (NEVs) accounting for 987,000 units, up 12% [2]. - The retail sales of fuel passenger vehicles were 839,000 units, showing a slight growth of 0.35% [2]. Group 2: Pricing Strategies - Traditional fuel vehicle manufacturers are adopting a "price-for-volume" strategy, often accompanied by configuration reductions to attract price-sensitive consumers [3]. - The launch of the 2026 model of the Nissan Sylphy introduced a new base model priced at 75,800 yuan, which is 10,000 yuan lower than the previous model, achieved through significant configuration cuts [3][4]. Group 3: Configuration Reductions - The "省心版" model of the Nissan Sylphy has seen reductions in lighting, safety technology, and comfort features, such as the removal of the 8-inch central control screen [3][4]. - The Volkswagen Touareg "锐越版" model has also reduced comfort features while maintaining its powertrain specifications, indicating a trend of simplification across various vehicle segments [4]. Group 4: Intelligent Features - Fuel vehicles are increasingly integrating smart technologies to enhance competitiveness, with models like the Audi A5L featuring advanced driving assistance systems developed in collaboration with Huawei [7][8]. - Companies like Volkswagen are planning to enhance the smart capabilities of their fuel vehicles, leveraging economies of scale to optimize costs [10][9]. Group 5: Market Dynamics - The competition between fuel and electric vehicles is evolving, with fuel vehicles transitioning towards hybrid models and exploring new energy sources, such as biofuels and hydrogen [11][12]. - The market share of traditional fuel vehicles is projected to decline from approximately 59% in 2023 to 31% by 2030, while the global market share is expected to drop from about 47% in 2025 to between 30% and 35% by 2030 [14].

Core Viewpoint - Audi is launching its largest product layout in China, aiming to redefine luxury for young consumers by integrating German engineering with Chinese insights [6][7][14]. Group 1: Market Positioning and Strategy - Audi views the evolving definition of luxury among young Chinese consumers as an opportunity rather than a challenge [6]. - The company emphasizes a long-term commitment to the Chinese market, leveraging its 37 years of presence and nearly 10 million users' trust [10][14]. - Audi is adopting a differentiation strategy, focusing on unique product offerings rather than engaging in a price war or feature overload [12][21]. Group 2: Product Development and Innovation - Audi is set to introduce a series of new models, including the Q6L e-tron and A5L, which will cater to various segments from fuel to electric vehicles [17][18]. - The new models will incorporate advanced technologies, such as Huawei's intelligent driving technology and large-capacity batteries from CATL, tailored specifically for Chinese consumers [18][31]. - Audi's approach includes extensive feedback from young Chinese engineers and users during the development phase to ensure alignment with local preferences [21][28]. Group 3: Competitive Advantage and Future Outlook - The integration of "German precision" with "Chinese wisdom" is central to Audi's strategy, aiming to create a unique value proposition that resonates with local consumers [23][24]. - Audi's commitment to long-term strategies and local adaptations is expected to enhance its competitive edge in the rapidly changing luxury car market [14][35]. - The company believes that the essence of luxury is evolving towards smart and innovative experiences, moving beyond traditional performance metrics [21][34].

Investment Rating - The report maintains a "Recommended" rating for the automotive industry [4]. Core Insights - The automotive market in July showed strong terminal demand despite entering the traditional off-season, with a year-on-year increase in sales [9][10]. - The penetration rate of new energy vehicles (NEVs) in domestic passenger cars has reached a historical high, indicating a positive trend for future growth [9][10]. Summary by Sections 1. Biweekly Update - In July, the automotive production was 2.591 million units, a year-on-year increase of 13.3%, while sales were 2.593 million units, up 14.7% year-on-year [9]. - Domestic sales of passenger cars reached 2.018 million units, with a year-on-year increase of 12.6% [9]. - The NEV penetration rate in July was 54.5%, reflecting a recovery to levels seen in September-October 2024 [10]. 2. Market Review - The automotive sector's performance was ranked 10th among 30 industries, with a biweekly increase of 5.64% [11]. - The best-performing sub-sectors included motorcycles and others, with a biweekly increase of 16.76% [11][15]. 3. Industry News - The report highlights the reintroduction of vehicle replacement subsidies in regions like Gansu and Guangxi, which is expected to support domestic demand [9]. - The report anticipates continued growth in NEV sales, driven by new model launches and a weakening sales momentum for fuel vehicles [10]. 4. Investment Recommendations - Recommended stocks include BYD and Li Auto for complete vehicles, and Huayu Automotive and Bertel for components [6]. - The report also suggests investing in companies involved in the human-robot industry chain, such as Top Group and Sutech [6].

Core Viewpoint - Audi is accelerating its market presence in China with the launch of several key models, including the A5L Sportback and Q6L e-tron, amidst a challenging competitive landscape and declining sales performance [1][2][18]. Group 1: New Model Launches - Audi has introduced the A5L Sportback and Q6L e-tron in a short span, marking a significant step in its strategy to revitalize its brand in China [1][2]. - The Q6L e-tron is the first model on Audi's new PPE platform, which is the first 800V electric platform among joint ventures in China [6][12]. - The A5L and A5L Sportback are part of Audi's dual-car strategy, targeting different market segments with distinct positioning [15][17]. Group 2: Market Strategy and Positioning - Audi's strategy includes a focus on both traditional fuel vehicles and electric models, with an emphasis on integrating Huawei's intelligent driving technology to enhance competitiveness [4][6]. - The pricing strategy for the new models reflects a compromise, with the Q6L e-tron priced between 348,800 to 398,800 yuan, which is lower than initial expectations [7][8][9]. - The dual-car strategy aims to leverage the strengths of both joint ventures, with SAIC Audi focusing on personalized needs and FAW Audi aligning with global standards [11][15]. Group 3: Financial Performance and Market Challenges - Audi's global financial report indicates a 37.5% drop in after-tax profits, marking the lowest profit margin in nearly a decade, primarily due to the challenges of transitioning to electric vehicles [18][19]. - The competitive landscape has shifted, with Huawei's smart driving series surpassing Audi in sales and average transaction prices, highlighting the need for Audi to adapt to changing market dynamics [19][20]. - The success of the new AUDI models in China will depend on their ability to set competitive prices and meet consumer expectations in a rapidly evolving market [20].

Core Viewpoint - The article provides an overview of new vehicle models set to launch in August 2025, detailing specifications, pricing, and market segments for each model [2][3]. Group 1: New Vehicle Launches - SAIC Audi will launch the Audi A5L Sportback on August 1, 2025, with a price range of 27.99 to 39.99 million yuan, targeting the B NB segment [6][5]. - Dongfeng Motor will introduce the e π 008 on August 1, 2025, priced between 18.86 and 20.36 million yuan, positioned in the C SUV segment [14][13]. - FAW Car will release the Benben Xiaoma on August 2, 2025, with a price of 3.69 million yuan, aimed at the A00 HB segment [22][21]. - Chery Jaguar Land Rover will launch the Jaguar XFL on August 5, 2025, with a price range of 43.99 to 48.99 million yuan, targeting the C NB segment [30][29]. - FAW-Volkswagen will introduce the Jixing on August 5, 2025, with a price range of 26.99 to 29.99 million yuan, positioned in the C SUV segment [38][37]. - Geely Auto will launch the Lynk & Co 06 on August 5, 2025, with a price range of 11.76 to 12.96 million yuan, targeting the AO SUV segment [46][45]. - FAW Audi will release the Audi A5L on August 7, 2025, with a price range of 25.58 to 30.98 million yuan, aimed at the B NB segment [54][53]. - Audi FAW will launch the Audi Q6L e-tron on August 7, 2025, with a price range of 36.98 to 39.98 million yuan, targeting the B SUV segment [62][59]. - Audi FAW will also introduce the Audi Q6L Sportback e-tron on August 7, 2025, with a price range of 38.98 to 41.98 million yuan, positioned in the B SUV segment [70][67]. - Changan Automobile will launch the UNI-V on August 7, 2025, with a price range of 10.29 to 11.99 million yuan, targeting the A NB segment [78][75]. - SAIC-GM-Wuling will introduce the Baojun Yueye Plus on August 8, 2025, priced at 11.68 million yuan, aimed at the AO SUV segment [86][83].

Core Viewpoint - The luxury automotive industry is facing significant challenges due to the rapid transformation driven by smart technology and electric vehicles, necessitating a shift towards intelligent and electric models to remain competitive [3][5][10]. Group 1: Market Trends - The automotive market in China is undergoing a comprehensive transformation, moving from wholesale to direct consumer engagement, with user demands increasingly dictating product definitions [3]. - Traditional luxury car manufacturers are struggling to adapt to the electric and intelligent vehicle trends, resulting in declining sales and profits [4][5]. - For instance, Mercedes-Benz's sales in Asia dropped by 16% year-on-year, while BMW's sales in China fell by 15.5% [4][5]. Group 2: Technological Integration - Audi has launched new models equipped with Huawei's QianKun intelligent driving technology, marking a significant step in integrating smart technology into luxury vehicles [7][20]. - The collaboration with Huawei allows Audi to enhance its intelligent driving capabilities while maintaining its engineering excellence [22][30]. - The QianKun technology includes advanced sensor systems that support high-level driving assistance across various scenarios, showcasing a blend of luxury and technology [7][20]. Group 3: Competitive Landscape - The competition in the luxury automotive sector is intensifying, with new entrants leveraging technology and capital to capture market share [17][30]. - Traditional luxury brands must adapt quickly to avoid being overshadowed by emerging players that prioritize smart and electric vehicles [17][30]. - The partnership with Huawei is seen as a strategic move for Audi to regain its competitive edge in the luxury market [11][30]. Group 4: Future Outlook - Huawei's QianKun is positioned as a leading force in automotive intelligent technology, with substantial investments in research and development aimed at enhancing product and user experience [26][29]. - The anticipated rollout of the QianKun ADS 4 technology is expected to significantly improve the performance and efficiency of autonomous driving systems [29][30]. - The luxury automotive sector must embrace this technological shift to maintain relevance and meet the evolving expectations of consumers [30].

Core Viewpoint - The luxury automotive industry is facing significant challenges due to the rapid transformation towards electrification and smart technology, necessitating a shift in strategy to remain competitive, particularly in the Chinese market [3][4][44]. Group 1: Market Dynamics - The luxury car market in China is undergoing a comprehensive transformation, with consumer preferences shifting towards direct-to-consumer sales models and smart, electrified vehicles [3][4]. - Traditional luxury car manufacturers have struggled to adapt to these changes, resulting in declining sales and profits, as seen in the half-year reports of major brands like Mercedes-Benz and BMW [5][6][7][8][9]. - The competition is intensifying with the rise of new energy vehicle brands and tech-driven companies, which are rapidly gaining market share [22][23]. Group 2: Technological Transformation - The integration of AI and smart technology is becoming essential for luxury car brands to meet evolving consumer expectations, with a focus on features like advanced driver assistance systems [15][40]. - Audi has initiated a significant transformation by partnering with Huawei's QianKun technology to enhance its smart driving capabilities, marking a strategic shift towards integrating advanced technology into its vehicles [11][24][28]. - The collaboration with Huawei allows Audi to leverage cutting-edge technology while maintaining its engineering excellence, creating a competitive edge in the luxury segment [31][35]. Group 3: Huawei's Role - Huawei's QianKun technology is positioned as a key player in the automotive smart technology landscape, with substantial investments in R&D and a robust development framework [37][38][44]. - The QianKun driving assistance system is set to revolutionize the market with its advanced capabilities, including the upcoming ADS 4 architecture, which promises significant improvements in performance and efficiency [42][43]. - By partnering with Huawei, traditional luxury brands can quickly address their technological shortcomings and enhance their product offerings to meet the demands of modern consumers [44].

Core Viewpoint - The collaboration between FAW Audi and Huawei's QianKun aims to break the technological barriers of fuel vehicles in supporting advanced driver assistance systems, marking a significant step in the smart transformation of traditional luxury car brands [2][4][10]. Group 1: Traditional Luxury Car Brands and Smart Transformation - Traditional luxury car brands are facing challenges in adapting to smart technologies, particularly in fuel vehicles that cannot support high-level driver assistance, hindering their "oil-electric intelligence" strategy [4][9]. - Audi has developed new platforms (PPE for electric and PPC for fuel) and a shared electronic architecture (E³1.2) to enhance control capabilities for both fuel and electric vehicles [7]. - The competition among traditional luxury car brands is shifting from mechanical quality and luxury features to a new standard based on the level of intelligence [9]. Group 2: Huawei's Role in the Automotive Industry - Huawei's QianKun is a smart automotive solution brand that aims to penetrate the core of traditional luxury car brands, marking a transition from "market for technology" to "technology export" in the Chinese smart automotive sector [10][12]. - Huawei has invested over 10 years in automotive intelligence, with a projected R&D investment exceeding 10 billion yuan in 2024 [12]. - As of July 2025, vehicles equipped with Huawei QianKun have traveled a total of 4.05 billion kilometers, with the parking assistance feature used 260 million times, indicating significant adoption of smart technologies [12].