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Audi eyes local production and private buyers in China
By Jin Jing |
April 23, 2012, Monday
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Print Edition
Print Edition
AUDI is on track to achieve combined sales of 1 million units in China within three years as it unveils redesigned long wheel-based Audi A6 to take on Mercedes-Benz and BMW in the Chinese market, a company executive has said.
Audi will produce the new Audi A6L in the venture between its owner Volkswagen and China's FAW Car Corp in Changchun, Jilin Province. It also plans to double the number of dealers in China to 400 by the end of 2013, up from 237 now, said Dominique Boesch, managing director of the Audi sales division at FAW-VW in China.
Although Audi remains the largest luxury carmaker in China, its biggest rivals Mercedes-Benz and BMW are catching up quickly with their broad product lines.
Last year, Audi boosted its China sales by 37 percent to more than 300,000 units while Mercedes-Benz sold 198,000 units and BMW achieved sales of 230,000 units.
In order to keep its driving force, Audi will also launch the A4 allroad wagon, Audi A3 compact sport utility vehicle and some high performance models in China to meet the growing demand for personalization, according to Boesch. He said the launch of the new Audi A6L, the seventh of its kind, will allow Audi to attract a wider range of consumers.
The updated Audi A6L is offered with four engine options, ranging from 2.0-liter to 3.0-liter with redesigned car body and a series of new features such as lightweight technologies and enhanced vehicle connectivity. The prices are between 355,000 yuan (US$56,400) and 742,600 yuan.
"Chinese elites are getting younger," said Boesch, "The new Audi A6L will not only consolidate the models in the segment but also consolidate the Audi brand perception in China," he said.
"We are confident to sell more of the new Audi A6L than the previous generation," he told reporters, declining to specify sales expectations.
First launched in the Chinese market in 1999, the Audi A6 used to take over 50 percent of market share with its popularity among government fleets.
However, the launch of new Audi A6L came after China's central government ruled out foreign brands in its government procurement. There is also growing market competition from Mercedes-Benz's E-Class sedan and BMW 5-Series, both of which have realized local production in China to sharpen their price competitiveness.
Boesch said the new A6L also aims to further shift Audi's sales from the government fleet to private customers. Last year, about 80 percent of its sales in China were derived from individual buyers.
Audi will produce the new Audi A6L in the venture between its owner Volkswagen and China's FAW Car Corp in Changchun, Jilin Province. It also plans to double the number of dealers in China to 400 by the end of 2013, up from 237 now, said Dominique Boesch, managing director of the Audi sales division at FAW-VW in China.
Although Audi remains the largest luxury carmaker in China, its biggest rivals Mercedes-Benz and BMW are catching up quickly with their broad product lines.
Last year, Audi boosted its China sales by 37 percent to more than 300,000 units while Mercedes-Benz sold 198,000 units and BMW achieved sales of 230,000 units.
In order to keep its driving force, Audi will also launch the A4 allroad wagon, Audi A3 compact sport utility vehicle and some high performance models in China to meet the growing demand for personalization, according to Boesch. He said the launch of the new Audi A6L, the seventh of its kind, will allow Audi to attract a wider range of consumers.
The updated Audi A6L is offered with four engine options, ranging from 2.0-liter to 3.0-liter with redesigned car body and a series of new features such as lightweight technologies and enhanced vehicle connectivity. The prices are between 355,000 yuan (US$56,400) and 742,600 yuan.
"Chinese elites are getting younger," said Boesch, "The new Audi A6L will not only consolidate the models in the segment but also consolidate the Audi brand perception in China," he said.
"We are confident to sell more of the new Audi A6L than the previous generation," he told reporters, declining to specify sales expectations.
First launched in the Chinese market in 1999, the Audi A6 used to take over 50 percent of market share with its popularity among government fleets.
However, the launch of new Audi A6L came after China's central government ruled out foreign brands in its government procurement. There is also growing market competition from Mercedes-Benz's E-Class sedan and BMW 5-Series, both of which have realized local production in China to sharpen their price competitiveness.
Boesch said the new A6L also aims to further shift Audi's sales from the government fleet to private customers. Last year, about 80 percent of its sales in China were derived from individual buyers.
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