Audi communication will avoid discussing the "North South divide". Audi China President Luo Yinghan: The complexity of transformation exceeds expectations

On September 2nd, on the day of the establishment of Audi (Shanghai) Technology Co., Ltd. (Audi R&D Center in China), Audi China held a mid year media communication meeting. Audi China President Luo Yinghan stated that the adjustment of the North South brand, which is of concern to the outside world, is a very important step in Audi's strategy, but there is currently no information disclosed. He admitted that after implementing the dual brand strategy (i.e. the four ring brand and the letter brand AUDI) for a period of time, Audi realized that it had "underestimated the complexity and difficulty of the electrification transformation". As a pure fuel vehicle brand, it is extremely difficult to promote the transformation of the entire organization towards a pure electric brand. This is not only a transformation at the headquarters level, but also involves the sales system and dealer team. The newly established joint venture research and development company will provide key support for the SAIC Audi AUDI brand. Audi has announced a new car development plan and stated that it will also strengthen the local research and development capabilities of the Sihuan brand. In response to the recent phenomenon of a comprehensive decline in traditional luxury car pricing, Luo Yinghan stated that the current competitive situation cannot be changed by a single brand. Audi does not intend to fully participate in this price war, but it cannot continue to maintain a pricing system that is detached from market reality. Audi is currently at the most critical moment in its history, "said Luo Yinghan. With the entire industry suffering losses, Audi is planning a grand strategy to prepare for the final competition after the price war.