Luxury Cars' "Retreat" in China and Audi's "Comeback" ππ₯
Hey there, family! This year's Guangzhou Auto Show feels like something's missing, right? The former C-position luxury cars like Ferrari, Jaguar Land Rover, and Lamborghini are either absent or hiding in the corner. Why? Because they're not selling in China anymore! π
In the first nine months, sales of ultra-luxury cars plummeted by 60% in China, and the German Big Three are also struggling, with Audi's profits plummeting by 91%, BMW's by 84%, and Mercedes-Benz's profits are halved. Why? The rise of new energy vehicles in China! π
In the third quarter of this year, the penetration rate of new energy vehicles in China surpassed that of fuel vehicles for the first time, reaching 52.8%. This speed has left luxury car brands, which are mainly focused on fuel vehicles, unable to smile.
But while some brands choose to hide, others have come up with a big move, like Audi. They launched a new electric brand and brought the concept car Audi One to the auto show to compete. π‘οΈ
Why? Because the mindset of Chinese car consumers is 25 years younger than that of Germany, with a higher demand for new energy. Audi One, equipped with the ADP platform, is personally led by the head of the PPE platform, with 800-volt architecture and Morganta intelligent driving, making it highly competitive in configuration.
The design of Audi's concept car is technologically trendy and appeals to young people's aesthetics, with the exterior designed by the RS6 designer, maintaining the authentic luxury car style of Audi. π¨
Audi's new brand, abandoning the four-ring logo, focuses on China as the main battlefield first, which is not only a respect for Chinese consumers but also a determination to go all out in China's new energy race. π
If Audi succeeds, how many waves will it stir up in the automotive market? Let's wait and see!