奥迪被逼到了墙角

华尔街见闻2023-03-09

作者 | 柴旭晨编辑 | 张晓玲十多年前，深邃的黑色车身，穿梭于闹市的奥迪是一种身份的象征。一度，奥迪是中国公务车的代名词，此后销量也长期领跑奔驰、宝马。但奥迪却错失了新能源的黄金发展期，在与一汽的股权之争和经销商的拉锯战中，虚耗了几年。以至于去年一家 4S 店拉出横幅，广而告之“奥迪也有新能源”，令人唏嘘。随后在去年12月，奥迪请来了谢霆锋作为纯电 e-tron 系列代言人，巨幅广告出现在...

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精彩评论

shuijingy
2023-03-10
shuijingy
奥迪决策层为了解决一汽奥迪搞了上汽奥迪这个毒药,整个品牌都完呢;制造虽然很牛,但是软件这块真的是拉胯,更不上节奏.这是体系竞争,时代变呢!
- zhihuaya:
  [愤怒]
- 曾启超:
  好
- 双鱼虎:
  阅
- 百胜医疗:
  已阅
- 深情地与她对视了一眼:
  呵

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张晓玲\n十多年前，深邃的黑色车身，穿梭于闹市的奥迪是一种身份的象征。一度，奥迪是中国公务车的代名词，此后销量也长期领跑奔驰、宝马。但奥迪却错失了新能源的黄金发展期，在与一汽的股权之争和经销商的拉锯战中，虚耗了几年。以至于去年一家 4S 店拉出横幅，广而告之“奥迪也有新能源”，令人唏嘘。随后在去年12月，奥迪请来了谢霆锋作为纯电 e-tron 系列代言人，巨幅广告出现在...</p>\n\n<a 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万元圈层。由此，奥迪成了 BBA 中品牌力最低的车企。据威尔森数据显示，奥迪的平均成交单价仅有 32.5 万元，甚至比路虎、雷克萨斯、林肯等二线豪华都还要低。昔日中国车市豪华品牌老大，逐渐向二线靠拢。可无奈的是，即便奥迪如此努力地拯救销量，但与奔驰、宝马的差距还是在进一步拉大。今年1月，南北奥迪的总销量环比下滑44%至3.68万辆，而同期的宝马、奔驰分别录得6.2万、6.1万辆。如今的奥迪，不仅面临传统豪华品牌的竞争，还要面对特斯拉、蔚来、理想等新势力的挑战。今年百万级的销量目标，似乎正变得遥不可及。\n转型\n奥迪入华的前三十年，可谓过得顺风顺水，长期以豪华车销冠的姿态自居。如果按照销量和国内知名度排序，彼时ABB一直是三家的代名词，奥迪排在第一位。但奥迪在内地的合资之路并不是一帆风顺，一汽奥迪作为合资公司2021年成立，上汽奥迪作为独立的品牌也是2021年才被推向台前。合资公司的股权和利益分配纷争，使奥迪错过了新能源的黄金5年；而随着奔驰的复苏、宝马的发力，奥迪保持了数十年的豪华车领头羊位置，也拱手让人。更危险的是，特斯拉、蔚来等新兴车企已蚕食了传统豪车的大量份额。乘联会数据显示，去年全年，特斯拉的MODLE Y以31.5万台的总销量，稳居高端豪华SUV榜首，沃尔沃、凯迪拉克甚至是理想、蔚来这样的豪华品牌新面孔，也登上了榜单。奔驰GLC、奥迪Q5、宝马X3都排在特斯拉身后，销量也不足MODLE Y的一半；在该榜单的TOP10中，奥迪仅有一款车型。2022年初，特斯拉引领的降价潮蔓延，蔚来、问界、埃安、比亚迪等明星电动车企都不得不跟随图存，合资燃油品牌更是被逼到了墙角。全面加速电动化，或许才是奥迪的翻盘希望。3月3日，奥迪中国发布面向未来的生产计划。从 2026 年开始，奥迪将只推出纯电新品，到 2033 年，逐步停止油车的生产，届时其全球工厂都将投入电动车生产。而结合2021年公布的“黄金十年” 计划，奥迪今年将推出全新的 PPE 纯电平台架构；到 2025 年，推出 30 余款电动化车型，其中约 25 款是纯电动车型，电动车销量将占总销量的三分之一。奥迪似乎对中国的新能源市场志在必得，3 个全新的 PPE 生产基地，其中一个就是与一汽共同建设的长春工厂，耗资约350亿元。奥迪也在主动变革组织管理架构。3月1日，曾在大众集团任职数十年的曾慧芳，出任奥迪中国市场营销及销售执行副总裁一职，负责统一协调管理南北奥迪的发展与转型。奥迪中国总裁温泽岳称，“她将对奥迪加速电动化转型发挥至关重要的作用。”看上去，奥迪已经做好了准备。未来3年，将是奥迪挑战市场并翻盘的机会。挑战也是巨大的。当国内新能源车的渗透率已突破30%，特斯拉、蔚来、理想等新势力在高端市场跑马圈地，还有比亚迪、埃安等正向百万级豪车进军。BBA耳边已经响起倒计时，尤其是焦虑感最深的奥迪。新能源汽车行业变革来得太快，奥迪必须更加努力和现实，才能在未来更好地生存。风险提示及免责条款\n\n            市场有风险，投资需谨慎。本文不构成个人投资建议，也未考虑到个别用户特殊的投资目标、财务状况或需要。用户应考虑本文中的任何意见、观点或结论是否符合其特定状况。据此投资，责任自负。","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":627532663,"gmtCreate":1678421049852,"gmtModify":1678421051922,"author":{"id":"3441288183785100","authorId":"3441288183785100","name":"shuijingy","avatar":"https://static.tigerbbs.com/6f3a71929e99e498b7e1d5df900912ce","vip":1,"crmLevel":6,"crmLevelSwitch":1,"idStr":"3441288183785100","authorIdStr":"3441288183785100"},"htmlText":"奥迪决策层为了解决一汽奥迪搞了上汽奥迪这个毒药,整个品牌都完呢;制造虽然很牛,但是软件这块真的是拉胯,更不上节奏.这是体系竞争,时代变呢!","listText":"奥迪决策层为了解决一汽奥迪搞了上汽奥迪这个毒药,整个品牌都完呢;制造虽然很牛,但是软件这块真的是拉胯,更不上节奏.这是体系竞争,时代变呢!","text":"奥迪决策层为了解决一汽奥迪搞了上汽奥迪这个毒药,整个品牌都完呢;制造虽然很牛,但是软件这块真的是拉胯,更不上节奏.这是体系竞争,时代变呢!","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":8,"commentSize":5,"repostSize":2,"link":"https://laohu8.com/post/627532663","repostId":2318919862,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":7892399,"gmtCreate":1678425300164,"gmtModify":1678425303737,"authorId":3586641941814353,"author":{"id":3586641941814353,"idStr":"3586641941814353","authorId":3586641941814353,"name":"zhihuaya","avatar":"https://static.tigerbbs.com/032acbab1943de4d6c57dfea44b4c136","vip":1,"currentWearingBadge":{"badgeId":"35ec162348d5460f88c959321e554969-2","templateUuid":"35ec162348d5460f88c959321e554969","name":"宗师交易员","description":"证券或期货账户累计交易次数达到100次","bigImgUrl":"https://static.tigerbbs.com/ad22cfbe2d05aa393b18e9226e4b0307","smallImgUrl":"https://static.tigerbbs.com/36702e6ff3ffe46acafee66cc85273ca","grayImgUrl":"https://static.tigerbbs.com/d52eb88fa385cf5abe2616ed63781765","redirectLinkEnabled":0,"hasAllocated":1,"isWearing":1,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2022.05.24","exceedPercentage":"80.88%","individualDisplayEnabled":0,"individualDisplaySort":0,"categoryType":1100},"crmLevel":2,"crmLevelSwitch":1,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":627532663,"type":1,"supId":0,"prevId":0,"content":"[愤怒]","text":"[愤怒]","html":"[愤怒]"},{"id":7892396,"gmtCreate":1678425001349,"gmtModify":1678425004967,"authorId":4128581531351890,"author":{"id":4128581531351890,"idStr":"4128581531351890","authorId":4128581531351890,"name":"曾启超","avatar":"https://static.tigerbbs.com/382afca0d4d18f4f275226f2efcee959","vip":1,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":627532663,"type":1,"supId":0,"prevId":0,"content":"<u>好</u>","text":"<u>好</u>","html":"<u>好</u>"},{"id":7892389,"gmtCreate":1678424357296,"gmtModify":1678424360905,"authorId":4094276566116920,"author":{"id":4094276566116920,"idStr":"4094276566116920","authorId":4094276566116920,"name":"双鱼虎","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":627532663,"type":1,"supId":0,"prevId":0,"content":"<u>阅</u>","text":"<u>阅</u>","html":"<u>阅</u>"},{"id":7892381,"gmtCreate":1678423405310,"gmtModify":1678423408944,"authorId":3473824220208426,"author":{"id":3473824220208426,"idStr":"3473824220208426","authorId":3473824220208426,"name":"百胜医疗","avatar":"https://static.tigerbbs.com/3a5c9c3dc67fa13fc82ca603e09f9bfb","vip":1,"crmLevel":9,"crmLevelSwitch":1,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":627532663,"type":1,"supId":0,"prevId":0,"content":"已阅","text":"已阅","html":"已阅"},{"id":7892366,"gmtCreate":1678422311813,"gmtModify":1678422315657,"authorId":3575441576450698,"author":{"id":3575441576450698,"idStr":"3575441576450698","authorId":3575441576450698,"name":"深情地与她对视了一眼","avatar":"https://static.tigerbbs.com/740dec384d4997fff46ccdd1da500462","vip":1,"crmLevel":4,"crmLevelSwitch":1,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":627532663,"type":1,"supId":0,"prevId":0,"content":"呵","text":"呵","html":"呵"}],"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":1,"commentSize":1,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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