On February 10, 2021, Audi China held a media conference through online form, which announced its grand “Audi Gold Ten Years” program. This plan is expected that in the next three years, Audi will have exceeded 1 million in the Sino-Sino-Japanese sales, and the ambitional sales expectation of Audi in the new energy field in the next decade. Audi hopes that 2025 new energy products will contribute to one-third of sales.
Three major pillars support “golden ten years strategy”
At the Media Communication Conference held on the 10th, Audi China President An Shihao revealed the details of the Audi Golden Ten Year Strategy. In 2020, Audi sold 7.26 million in China, with accumulated sales of 6.6 million. But this is just a beginning, according to Audi’s plans, in 2023, its annual sales figures will exceed 1 million. By 2030, according to Audi’s estimates, the overall capacity of the entire Chinese luxury car market will reach 4 million, an increase of 1 million in 2020. The maximum increment is from the new energy vehicle, which will increase to more than 40% from now to 10%. Audi expects 1/3 of the world’s overall share in 2025.
In An Shiji, this plan will be supported by 3 core pillars. One is a strengthened management architecture. At the Great Motor Group, the Group CEO Dice and Volkswagen Group (China) CEO Feng Shan jointly planned in China’s business development, using a global model “direct connection” in the region. Audi has also established similar management systems, and Du Teman serves as a member of the board of directors of China, and Anximan is directly managing China’s business, and also directly reports to Du Teman.
The arrangement of this arrangement undoubtedly enhances the important level of the Chinese market, which has also improved the communication efficiency of China and Audi headquarters. “At the market level, Audi China has now a clearer role and responsibility division, and there is a role between Audi Headquarters and our joint venture.” An Shihao said.
In addition, Audi also announced that it has been upgraded with FAW has upgraded FAW-Volkswagen Audi Sales Division as an independent sales company, ie FAW Audi sales limited liability company. The new sales company has been established and will settle in Hangzhou. This independent company will have its own business functions such as human resources, finance and procurement, will help both sides attract more young talents, close to Audi and customers, especially the contact with customers in the Yangtze River and South China. The new company will be relocated later, and the future will be responsible for FAW-Volkswagen Audi’s domestic model, Audi import model, and the relevant business of the Audi domestic PPE model that is about to come in 2024.
At the end of 2020, Audi further confirmed the relationship between another important China Auto Manufacturer-SAG Group. One of the important milestones is the joint solution of FAW and SAIC, that is, in the future, Air Audi products will be sold and after-sales service through existing Audi investors.
The third largest pillar is the product level. First, Audi will join hands with China FAW and increase the domestic model to 12 by the end of 2021. Second, Audi will launch the largest sports models in China. By the end of 2022, Audi will provide Chinese consumers to provide nearly 20 Audi sports models, cover all major segment and model lineups. Third, the domestic Audi PPE model will be offline in 2024. In addition, the first model of Upper Audi will be listed in 2022.
Anodi’s another growth point in China is a new energy model. This year, Audi will launch six new energy vehicles in China. Among them, Audi E-TRON will play a key role in this process. According to Audi’s planning, E-TRON will not just a product, but a complete ecosystem. This ecosystem will realize seamless connection between the car, the environment and the family.
According to the plan, the domestic version of Audi E-TRON will be listed this year, with its supporting, Audi will also launch a new application –one App, although this app has no specific information, but it can be determined that WeChat functions will integrate into the Audi Connect, the service joint venture company “Kai Mes” cooperated by the Volkswagen and FAW will also be in the car. Implement a one-button appointment. 
According to the “five-year plan” in Audi, 2020-2022 will be dominated by the new energy models on the MEB platform; 2022 PPE platform official Falling; 2024, the Artemis project of “High Automation Electric Automotive” will be admired; a “unified” operating system will apply to all models in 2025. Artemis’s digital service will be provided by the Group’s own subsidiary.org, which is “Digital CARAMP; Service” service. The construction of software capabilities and ecology is becoming a new center of gravity of mass strategy, and it is also a killer of the new forces such as Tesla.
From Audi’s fiscal plan, it can also be seen in software, ecology, and related future technologies. 2021 to 2025, Audi will invest 35 billion euros to develop. Among them, 10 billion euros is used in investing in pure electricity, mixing power and digitally investment 50 and 3 billion euros respectively, and future projects invest 17 billion euros. It means that its investment in software and the ecological level will be expected to reach 20 billion. Increase the software capabilities, shortals other than gain hardware, create a person MIDDOT; car MIDDOT; product service ecology that lives interoperability, is the core of Audi’s future strategy.