shuijingy
2023-03-10
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!
奥迪被逼到了墙角
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22:34","market":"hk","language":"zh","title":"奥迪被逼到了墙角","url":"https://stock-news.laohu8.com/highlight/detail?id=2318919862","media":"华尔街见闻","summary":"殊死一搏。","content":"<html><body><p><span><img src=\"https://wpimg-wscn.awtmt.com/4d0fcd21-fc58-4ee0-8216-8f8e61dd0722.jpeg\"/></span></p>\n<p><span>作者 | 柴旭晨</span></p>\n<p><span>编辑 | 张晓玲</span></p>\n<p>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，巨幅广告出现在各大机场之中。奥迪想要找回失去的五年，重新在新能源时代焕发昔日的荣光。但今时不同往日，群敌环伺之下，这注定是一场巨大的挑战。</p>\n<h2>焦虑</h2>\n<p>近日，社交平台转让员工优惠买车的消息，将上汽奥迪推向了舆论中心。上汽奥迪旗下的A7L、Q6 和 Q5e-tron三款车型均给出了员工购车价，优惠区间在 7 万 - 16 万元不等，相当于打了8-9折。奥迪方面对此表示，内部活动属实，正在严查信息泄露，若有员工倒卖资格必将追查到底。此前，上汽奥迪去年1月才交付了首款车型，却在去年9月和今年1月两次降价。大幅的内部优惠，和公开市场的频繁降价背后，是奥迪的销量不佳。2022 年，上汽奥迪在国内先后推出了<a href=\"https://laohu8.com/S/DLX\">豪华</a>轿车A7L，纯电SUV Q5 e-tron，以及豪华SUV Q6三款车型。在上汽奥迪营销事业总经理贾鸣镝眼里，它们都是各个领域的“天花板”，价格从40万－80万元不等。但似乎是“曲高和寡”，三款车型去年总共为上汽奥迪贡献的销量甚至不足万台，全年上险数仅为 6143 辆。上汽奥迪在成立之初，被赋予了提高品牌形象的使命。按照规划，上汽奥迪将与一汽奥迪形成合力，带动奥迪 2023 年在华年销实现 100 万辆。但上汽奥迪出师不利，另一边销量担当的一汽奥迪，去年在华销量也下滑了近10%至63.5万台。为了挽回销量，奥迪近几年来一直在下沉。针对爆款的 A6L 和 Q5 开始大幅终端优惠，且推出的入门级SUV Q2和紧凑型轿车 A3，更是首次将一线豪华品牌的价格，下探至 20 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<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>、<a href=\"https://laohu8.com/S/NIO\">蔚来</a>、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。</p>\n<h2>转型</h2>\n<p>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、<a href=\"https://laohu8.com/S/NIO.SI\">蔚来</a>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、<a href=\"https://laohu8.com/S/002594\">比亚迪</a>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<a href=\"https://laohu8.com/S/0P6N.UK\">大众集团</a>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。</p><div>风险提示及免责条款</div>\n<div>\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。\n </div>\n</body></html>","source":"wallstreetcn_api","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>奥迪被逼到了墙角</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; 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22:34 北京时间 <a href=https://wallstreetcn.com/articles/3683705><strong>华尔街见闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>作者 | 柴旭晨\n编辑 | 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 href=\"https://wallstreetcn.com/articles/3683705\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://wpimg-wscn.awtmt.com/59b43794-5524-4c4e-a567-34ce6a405c84.jpeg?imageView2/1/w/340/h/340","relate_stocks":{"LU0943347566.SGD":"安联收益及增长平衡基金AM H2-SGD","LU1720051108.HKD":"ALLIANZ GLOBAL ARTIFICIAL INTELLIGENCE \"AT\" (HKD) ACC","LU2357305700.SGD":"Allianz Global Artificial Intelligence ET H2-SGD","LU0234570918.USD":"高盛全球核心股票组合Acc Close","LU1861559042.SGD":"日兴方舟颠覆性创新基金B SGD","LU1429558221.USD":"Natixis Loomis Sayles US Growth Equity RA 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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，巨幅广告出现在各大机场之中。奥迪想要找回失去的五年，重新在新能源时代焕发昔日的荣光。但今时不同往日，群敌环伺之下，这注定是一场巨大的挑战。\n焦虑\n近日，社交平台转让员工优惠买车的消息，将上汽奥迪推向了舆论中心。上汽奥迪旗下的A7L、Q6 和 Q5e-tron三款车型均给出了员工购车价，优惠区间在 7 万 - 16 万元不等，相当于打了8-9折。奥迪方面对此表示，内部活动属实，正在严查信息泄露，若有员工倒卖资格必将追查到底。此前，上汽奥迪去年1月才交付了首款车型，却在去年9月和今年1月两次降价。大幅的内部优惠，和公开市场的频繁降价背后，是奥迪的销量不佳。2022 年，上汽奥迪在国内先后推出了豪华轿车A7L，纯电SUV Q5 e-tron，以及豪华SUV Q6三款车型。在上汽奥迪营销事业总经理贾鸣镝眼里，它们都是各个领域的“天花板”，价格从40万－80万元不等。但似乎是“曲高和寡”，三款车型去年总共为上汽奥迪贡献的销量甚至不足万台，全年上险数仅为 6143 辆。上汽奥迪在成立之初，被赋予了提高品牌形象的使命。按照规划，上汽奥迪将与一汽奥迪形成合力，带动奥迪 2023 年在华年销实现 100 万辆。但上汽奥迪出师不利，另一边销量担当的一汽奥迪，去年在华销量也下滑了近10%至63.5万台。为了挽回销量，奥迪近几年来一直在下沉。针对爆款的 A6L 和 Q5 开始大幅终端优惠，且推出的入门级SUV Q2和紧凑型轿车 A3，更是首次将一线豪华品牌的价格，下探至 20 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 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