但在落地过程中，MINI遭遇了跨区购车引发的价格扰动，以及销售人员收入下降导致的积极性减弱。这一经验表明，统一定价并不能完全隔离市场波动， 政策执行的稳定性依赖厂商与渠道之间更精细的协同。 新势力的直营模式则是另一端的参照。理想、特斯拉通过自建直营店实现价格与体验的统一，终端几乎不做价格调整，库存集中管理，交付与售后直连总 部。这种模式带来的优势是价格体系稳固、客户体验一致，但需要厂商投入大量资金建设和运营门店网络，并在非核心区域面临覆盖成本过高的问题。小鹏 在经历直营扩张后，已调整为"直营＋代理"的混合模式，以降低销售费用率并提升渠道灵活性。 对一汽奥迪而言，推出"融合直售"的直接背景，是豪华车在华价格体系的长期失稳。过去多年，上市即有大幅折扣的局面削弱了品牌溢价，并影响二手车残 值；同时，新势力的直营体验对年轻购车群体的吸引力不断增强。通过统一定价、线上直连与保留本地服务触点，"融合直售"旨在稳定价格、提升交付效 率，并在经销商与厂商之间重新分配利润与职能。 风险同样存在。经销商失去议价权，短期可能影响成交积极性；在淡季或库存积压时期，价格刚性缺乏调节手段，厂商需要借助金融产品、增值服务等方式 维持销量。 ...

Group 1 - The core viewpoint of the articles highlights the trend of joint ventures between foreign automotive companies and Chinese tech firms to enhance smart driving capabilities in vehicles, reflecting a shift in the competitive landscape of the automotive industry [1][2] - FAW Audi's recent launch of the Q6L e-tron and A5L models equipped with Huawei's advanced driving technology signifies the growing adoption of Chinese smart driving solutions among joint venture automakers [1] - BMW's collaboration with Momenta aims to develop new intelligent driving assistance solutions tailored for the Chinese market, showcasing a commitment to local innovation and addressing specific consumer needs [1][2] Group 2 - The technological edge of Chinese companies in the smart driving sector is a significant factor driving foreign automakers to adopt local solutions, with Momenta's innovative "end-to-end flywheel model" reducing system interaction delays [2] - The partnerships allow joint venture companies to rapidly enhance their smart technology capabilities to meet the demands of the Chinese market while providing Chinese firms with opportunities to enter international supply chains [2] - The collaboration between foreign and Chinese companies is expected to leverage the strengths of the Chinese automotive supply chain, integrating unique features into their products and enhancing competitiveness in electric and intelligent vehicle markets [2]

Group 1 - The core viewpoint of the article highlights the strategic launch of two new models by FAW Audi, the A5L fuel vehicle with Huawei's intelligent driving system and the Q6L e-tron electric SUV, as a response to the competitive pressures from new energy vehicle manufacturers like BYD and Tesla [2][3] - The A5L represents an attempt by FAW Audi to challenge the perception that fuel vehicles cannot be intelligent, featuring advanced driving assistance capabilities based on the Audi PPC luxury fuel intelligent platform [2][3] - The Q6L e-tron, as the first product on the Audi PPE luxury electric platform, signifies FAW Audi's transition to a new phase of "original intelligent electric" vehicles, moving away from the "oil-to-electric" transition [3][4] Group 2 - The pricing strategy for the A5L starts at 239,800 yuan, which is significantly lower than traditional luxury B-class fuel vehicles, aiming to leverage intelligence to drive consumer upgrades [3] - The Q6L e-tron targets the 350,000 yuan electric SUV market, directly competing with emerging Chinese electric vehicle brands like Li Auto and NIO [3] - FAW Audi maintains a strong influence in the fuel vehicle market, with sales of 37,000 units in July and holding the top market share in the domestic luxury fuel vehicle segment from January to July [3]

Group 1 - Audi has reversed its previous plan to stop developing and selling internal combustion engine vehicles by 2033, now not setting a clear end date for this transition [2] - The decision is influenced by the observation that the tipping point for electric vehicles in North America is being delayed, while China reached this tipping point last year [2][3] - Audi's 2024 performance report indicates a revenue of approximately €64.5 billion, down 8% year-on-year, and an operating profit of €3.9 billion, a significant drop of 38% [2] Group 2 - Despite the global slowdown in electric vehicle transition, Audi is accelerating its electric vehicle strategy in China, launching the Q6L e-tron family and opening over 500 new stores by mid-July [4] - Audi is collaborating with local companies like Huawei and SAIC Group to enhance its offerings in the Chinese market, including smart driving solutions and a new sub-brand [4] - The company plans to streamline its product line by phasing out certain internal combustion models, with the A1 and Q2 likely to be discontinued, while the A3 and Q3 will remain as entry-level models [4][5]

Core Viewpoint - Audi has officially retracted its goal for full electrification by 2033, indicating a shift in strategy under the new CEO Gernot Döllner, who plans to continue producing combustion engine vehicles until around 2035 or longer, while maintaining a parallel development of combustion, hybrid, and electric vehicles until 2035 [1][2][3]. Group 1: Strategic Decisions - The previous CEO's aggressive electrification timeline is deemed outdated, leading to a more flexible approach to product offerings that includes combustion, hybrid, and electric vehicles [1][2]. - Other German luxury car manufacturers, including BMW and Mercedes-Benz, have also adjusted their electrification plans, indicating a collective shift among major players in the industry [2]. - Audi's financial performance has suffered due to strategic missteps, with a projected revenue of €64.5 billion in 2024, a 7.6% decline year-on-year, and a significant drop in operating profit by 37.8% to €3.903 billion [3][11]. Group 2: Market Performance - Audi's electric vehicle sales have not met expectations, with global sales of pure electric vehicles at 118,200 units in 2022 and 178,000 units in 2023, accounting for less than 10% of total sales [5][9]. - The launch of the Q6 e-tron has been delayed due to software development issues, resulting in a projected delivery of only 15,000 units in 2024 [5][6]. - In 2024, Audi's global sales are expected to decline by 11.8%, with significant drops in major markets: China down 10.9%, the U.S. down 14%, and Germany down 21.3% [9][11]. Group 3: Operational Changes - Audi has initiated a series of reforms, including the closure of its Brussels plant, which produced 53,000 electric vehicles in 2023, representing about 30% of its total electric vehicle deliveries [9][13]. - The company plans to cut 7,500 jobs in Germany by 2029 and aims to reduce material costs by €8 billion and labor costs by €10 billion by 2030 [13]. - Audi's new CEO has emphasized the need for a more competitive product lineup, with plans to launch over 20 new models in the next two years, including the Q6 e-tron and Q3 [15][16].

Group 1 - The core point of the news is that FAW Audi is launching the Q6L e-tron family, the first vehicle developed in collaboration with Huawei, at the upcoming Guangdong-Hong Kong-Macao Auto Show on May 31 [1][5] - FAW Audi is focusing on enhancing its service network and user convenience, as demonstrated by the recent visit of the company's general manager to the new showroom, indicating a commitment to product and channel development [1] - The company is experiencing a significant transformation with the introduction of new products based on the PPE luxury electric platform, which is expected to drive product upgrades and market competitiveness [1][3] Group 2 - FAW Audi has invested heavily in channel development this year, successfully increasing its dealership count to nearly 600, reflecting strong confidence from investors, with 83% of them operating for over five years [3] - The company is set to launch several new models this year, including the A5L, new Q5L, new Audi A6L e-tron, and Q6L e-tron family, targeting both fuel and new energy segments [3] - In the first four months of 2025, FAW Audi sold 173,000 vehicles, leading the domestic luxury car segment, but faces competition from both domestic new energy vehicles and its own sibling brand, SAIC Audi [5]

Core Insights - Audi is significantly reducing the prices of its A3 models, with the starting price for the A3 now at approximately 12.49 million yuan, which is a notable decrease from previous prices [2][3][5] - The price cuts are part of a broader strategy among joint venture car manufacturers to enhance the competitiveness of their fuel vehicles, particularly in the luxury segment [1][10] - The A3 model has seen a decline in sales since its peak in 2019, with monthly sales averaging around 5,000 units since 2021, indicating increased competition and market challenges [13][14] Pricing Strategy - Audi's A3 Sportback and A3L Limousine models are now available at "one price" offers, with significant discounts ranging from 40,000 to 50,000 yuan [3][5] - The lowest price for the A3 Sportback has been reported as low as 12.18 million yuan at some dealerships [3] - The pricing strategy includes transparent costs with no hidden fees, and financing options are available with a 5% annual interest rate [6][7] Market Context - The compact car segment has experienced an overall market decline of 11.1% in early 2025, reflecting broader challenges in the automotive industry [13] - Audi's A3 has faced increased competition from both luxury brands like BMW and Mercedes-Benz, as well as from mainstream brands offering larger vehicles at similar price points [10][14] - The shift towards electric vehicles is impacting the sales of traditional fuel vehicles, with consumers increasingly favoring lower-cost electric options [13][14] Product Development - Audi is planning to launch new models based on advanced platforms, including the PPE electric platform and the PPC fuel platform, to enhance product offerings and competitiveness [16][17] - The new A5L and Q5L models are set to debut, featuring significant upgrades in technology and performance, aimed at regaining market share [16][17] - Collaborations with tech companies like Huawei and Momenta are expected to enhance Audi's smart driving capabilities in upcoming models [16][17]

撰 文 / 张霖郁 设 计 / 琚 佳 德系三大豪华品牌被国内各方势力反复对标。多年来，他们始终保持沉默。 "是不是豪华品牌不是自己说了算。豪华品牌的标准，第一是它的技术创新能力，永远走在市场前 列；第二，满足用户超越功能本身的愿望，通过购买这个品牌实现他/她超越物理功能的愿望；第 三，给用户表达个性和情感的机会。归根结底，从经济学角度讲，是不是豪华还是看消费者的支付 意愿，他 /她愿不愿意为这个产品支付额外的溢价，决定了这个产品是不是属于豪华品牌。" 2024年11月广州车展，当被问及宝马如何应对中国当下的竞争环境时，华晨宝马总裁兼首席执行官 戴鹤轩（Franz Decker）说。 整个2024年，奔驰、宝马以及奥迪在华销量均下滑，他们的产品力和国内品牌相比，相差了一个代 际。即便不断降价后，他们仍没能保住原有的市场份额。 戴鹤轩讲的"豪华"定义中的第一条"技术创新能力"，这几年宝马、奔驰、奥迪在华稍显微弱。因为 每一款新品从决策到亮相至少要三年时间。 此次2025年上海车展，BBA拿出了他们的新车型，这些车型背后是这三家德系车企"苦练两年以上 内功"交付的新平台、新电子电气架构、新的驱动路线、新座舱以及新 ...

Group 1 - Foreign car manufacturers are adopting a "localized for China" strategy to address their shortcomings in smart technology and compete directly with domestic automakers at the 2025 Shanghai Auto Show [1] - FAW Audi showcased the Q6L e-tron and A5L, emphasizing a collaborative approach between fuel and electric technologies to reshape the high-end market landscape [1][3] - The Q6L e-tron, as Audi's first localized product, is built on the PPE platform, featuring advanced thermal management and energy recovery systems that enhance driving range and charging efficiency [3][5] Group 2 - The A5L, based on the PPC platform, introduces a new electronic architecture that allows for continuous upgrades and integration of advanced driving technologies [3][5] - The PPC platform's EA888 Evo5 engine delivers a peak power output of 200 kW and incorporates variable geometry turbocharging for improved efficiency [5] - Audi's 2024 financial report indicates a decline in global revenue and sales in China, with a total revenue of €64.532 billion, down 7.6%, and a sales drop of 10.9% in China [6] Group 3 - Traditional luxury brands are accelerating their transformation in response to the electric vehicle trend, with Audi planning to invest €35 billion by 2025 to expand its electric vehicle lineup to 20 models [7] - By 2026, all new models launched by Audi will be electric, with a complete phase-out of internal combustion engine vehicles by 2033 [7] - Competitors like BMW and Mercedes-Benz are also ramping up their electric vehicle production, with BMW set to launch at least six new generation models by 2025 and Mercedes-Benz planning to introduce new electric platforms by 2025 [7][8]

Core Viewpoint - The 2025 Shanghai Auto Show reflects a significant shift in the automotive industry, where traditional competition based on speed and concepts is replaced by a focus on product quality, technology, brand strength, and comprehensive capabilities. The transition to electric and intelligent vehicles is now a consensus, but many companies face survival challenges in an increasingly competitive market [1][27]. Group 1: Absence of Brands - Several notable automotive brands, including Beijing Hyundai, Kia, and luxury brands like Rolls-Royce and Lamborghini, were absent from the 2025 Shanghai Auto Show, indicating strategic decisions or difficulties in surviving a highly competitive market [1][5]. - Neta Auto, once a rising star in the new energy vehicle sector, has faced severe operational challenges, with sales plummeting to just 487 units in January and February 2025, and no data available for March [3][5]. Group 2: Traditional Brands Struggling - Korean brands like Beijing Hyundai and Kia have seen a significant decline in market presence, with their absence from the auto show marking a historic low since entering the Chinese market in 2002. Their slow adaptation to the electric vehicle market has contributed to their decline [5][7]. - French brands under Dongfeng, such as Citroën and Peugeot, are also struggling, with their market share falling behind Korean brands and facing challenges in keeping up with the rapid pace of model updates in the domestic market [7][9]. Group 3: New Forces and Market Dynamics - The automotive market is witnessing a clear divide among leading players, with companies like BYD and Huawei maintaining strong market presence and technological innovation, while some new entrants are facing resource constraints and market exits due to financial difficulties [9][27]. - The trend of "reverse joint ventures" is gaining momentum, with companies like Toyota and BMW shifting decision-making power to their Chinese teams to better align with local market demands [10][12]. Group 4: Technological Competition - The auto show has transformed into a platform for technological competition, with advancements in charging speed, battery technology, and autonomous driving systems becoming critical for market success. L2-level driving assistance systems are becoming standard, with a penetration rate exceeding 65% [18][20]. - The presence of international technology suppliers at the auto show highlights the growing importance of global collaboration in the automotive supply chain, with many foreign companies showing keen interest in Chinese innovations [20][22]. Group 5: Global Expansion - Chinese automotive companies are increasingly focusing on global markets, with Chery and SAIC Motors leading the way in exports. Chery has become the top exporter of Chinese brands, while SAIC plans to launch 17 new models for overseas markets in the next three years [22][24]. - The presence of overseas dealers and media at the auto show indicates that international markets will be a key growth driver for Chinese automotive companies moving forward [26]. Conclusion - The 2025 Shanghai Auto Show signifies a critical juncture for the automotive industry, where the competition is intensifying, and companies must adapt to new technologies and market dynamics to survive. The industry is poised for a significant transformation, with potential for higher quality and performance vehicles for consumers in the future [27].