· President Audi talks about China's anti-monopoly: opportunities outweigh risks

According to German media reports, Audi thinks of becoming the leader of the luxury car market by 2020, but needs to cross the two mountains of BMW and Mercedes. In the face of the increasingly strict anti-monopoly actions of the Chinese government, Audi CEO Steader believes that for Audi, the opportunity is greater than the risk, and in the future Audi will target the hybrid vehicle field.
Not afraid of BMW Mercedes-Benz Audi will create a new sales record this year, "I believe that this year's total sales can exceed 1.7 million," Audi CEO Steader said at the Audi TT conference. Audi's sales in the first seven months of this year were 1.01 million units, an increase of 11.1% over the same period last year, and the performance in August also made Stead quite satisfactory. Last year, Audi sold a total of 1.57 million units and achieved sales of more than 1.5 million units a year ahead of schedule. According to the "Audi 2020" plan, Audi will become the most successful luxury car company by 2020, "the annual sales exceed 2 million," Steader said.
But Stead also knows that the old rivals BMW and Mercedes will not let Audi easily achieve their goals. First, Mercedes-Benz, although currently ranked third in the luxury car market, but under the impetus of the new S-class, the new C-class and a series of compact new cars, it is pressing hard to grab Audi's second position. In addition, Mercedes-Benz CEO Tsai Chee also has a "Benz 2020 plan", and plans to re-enter the top of the luxury car market by 2020. BMW, which currently dominates the market, will not easily give up its position.
"Competitors' performance will not make us nervous, we will continue to concentrate on the original goal and act according to plan," Stead said when talking about the situation in the automotive industry, he believes that the luxury car market has 3 weights. Level players are a good thing. In response to the challenge, Audi has planned to invest 22 billion euros by 2018 to develop new vehicles and expand production lines.
China's Opportunity Exceeds Risk China plays a pivotal role on the road to Audi's top luxury car market. In 2013, Audi sold a total of 492,000 new cars in China, accounting for about one-third of its global sales. However, foreign auto companies are also facing more and more risks in China, such as China's recent anti-monopoly actions in the auto industry.
Due to alleged market monopolies in China, Audi was fined several hundred million yuan by the Chinese government. “We will pay this fine with our partner FAW Group,” Steader said. However, he is not worried about whether the Chinese government's restrictive policies will adversely affect Audi, and that the opportunities offered by the Chinese market far outweigh the risks. . “Many countries are dreaming of achieving 7% annual growth like China,” Steader said. Audi's sales in China also made a vivid footnote for his remarks. In the first seven months of this year, Audi sold a total of 317,000 vehicles in China, an increase of 17.4% year-on-year.
Concentrate on mixing cars Although Audi's sales data this year is very beautiful, Audi A3 e-tron and Audi TT have also been released, but this year Audi also has hidden concerns, no heavy models launched is a major flaw, the Audi A4 originally scheduled to be released this year Was postponed until next year.
In addition, the new energy vehicle has become Audi's core strategy. Audi has released the A3 e-tron, a hybrid model with power technology that will be applied to other models. Although BMW has launched the i3 electric car, Mercedes-Benz will also introduce a B-class electric car after the Smart, but Audi is not too cold on the pure electric car. Steader believes that the endurance of pure electric vehicles is a big injury. The R8 e-tron that Audi has developed is not mass-produced. Stead thinks that the main reason is that its 250km cruise force is far from enough. Consumers think it needs at least 450km.
So under the leadership of Stead, Audi put the goal on the hybrid: in the pure electric mode can exercise 50km, and with the help of the traditional internal combustion engine, the endurance can reach more than 900km.
Stead expects Audi's next growth point to be in the SUV field. In 2016, Audi will launch the new Audi Q1, and the flagship Q7 will also launch a new version. A major problem brought about by the growth of the SUV sector is carbon dioxide emissions. From 2021 onwards, the average emission per new car will be reduced to 95g/km. But Steader believes that the development of hybrid vehicles can make up for this.

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