Return To China After 12 Years: How Can Anshihao Lead Audi To Create Another "Golden Decade" In China?

On September 26, 2020, Beijing International Automobile Exhibition 2020 officially opened. Audi, which has been working in China for more than 30 years, has once again brought a number of important models, demonstrating Audi's commitment to "in China, for China".

Among them, seven heavyweight models were first unveiled in Beijing auto show: the new Audi q5l Sportback was launched in the world, the new Audi Q4 e-tron concept car was launched in Asia, the Audi e-tron domestic version, Audi e-tron Sportback, Audi RS Q8, new Audi R8 coup é and new Audi RS 5 Sportback were launched in China.

An Shihao, the new president of Audi China, also appeared at the Beijing auto show for the first time. After 12 years, anshihao, who once served as general manager of FAW Volkswagen Audi sales division, returned to the Chinese automobile market and officially became president of Audi China in April this year, leading Audi China to set sail again.

Anshihao has been with the Volkswagen Group since 1982. From 2005 to 2008, he was the general manager of Audi sales division of FAW Volkswagen, responsible for the sales business of Audi brand in China. During this period, he set many important milestones for Audi's development in China and accumulated rich experience in China.

According to Audi - Audi, the sales volume of Audi has doubled in the era of Audi's domestic car sales. According to the data, in 2005, the year before anshihao joined FAW Volkswagen Audi, Audi sold only 60000 units in China. In 2008, when anshihao left the Chinese market, Audi's sales in China doubled to nearly 120000.

Based on Anhao's rich experience in China, Anhao is well aware of China's market. Anshihao's new task is very clear: to help Audi consolidate its leading high-end brand position in China, create Audi's next "golden decade" and shape the future of high-end travel.

In order to achieve this goal, Audi China plans to focus on three aspects. The first is to focus on customers, improve products and services to further meet the needs of the Chinese market; the second is to strengthen the communication between Audi's German headquarters and Audi's business in China through the adjustment of management structure; the third is to strengthen the cooperation relationship with various Chinese partners to achieve win-win results.

"We are very aware of the importance of the Chinese market to Audi and to the Volkswagen Group as a whole. The Chinese market is the top priority." On September 22, in an interview with the 21st century economic reporter, an Shihao stressed the importance of Audi's strategy in China and its determination to create another "golden decade".

Audi China president an Shihao information pictures

Improve products and services

As the first high-end car brand to enter the Chinese market, Audi has a profound insight into the Chinese market. Based on the judgment of Chinese consumers' demand and orientation, Audi has launched a series of best-selling models in China.

However, China's luxury car market continues to change, and competition is increasingly fierce. Compared with 12 years ago, anshihao is facing a completely different market situation.

"The competitive pattern of China's luxury car market has long been different. How to better understand Chinese consumers, understand our competitive environment, and understand the future direction of technology development are all challenging issues for me Mr. an said.

He believes that Audi's development in China must adhere to the customer-oriented approach. So products and services are critical. In order to consolidate its position in China's luxury car market, Audi must ensure that its products and services can always meet the needs of Chinese consumers.

From the product lineup of this Beijing auto show, we can see Audi's new observation on the Chinese market. China is the pioneer of global electrification, and will also be the core battlefield of Audi's electric drive. "In the next 10-15 years, the proportion of fuel vehicles and new energy vehicles may reach 50:50." Mr. an said.

In the next decade, the electric vehicle market is expected to grow rapidly. Audi also regards the electric vehicle strategy as the key point in the golden decade in China. Last year, Audi introduced the imported e-tron into China. This year, FAW Volkswagen Audi will launch a domestic version of e-tron, opening a new era of Audi's localization strategy.

In addition to Audi e-tron, Audi's current electric vehicles in China include Audi q2l e-tron and Audi A6L e-tron. In addition to the domestic version of Audi e-tron, Audi also made its debut in two electric models, namely, the new Audi Q4 e-tron concept car and the Audi e-tron Sportback, which shows that Audi attaches great importance to China's new energy vehicle market.

It is understood that in order to achieve product layout in different market segments, Audi will continue to expand the lineup of e-tron family in the future. By the end of 2021, Audi will launch six new energy vehicles in China, and Audi e-tron Sportback and Audi e-tron GT will be introduced into China soon.

At the same time of launching electric products, the relevant service level has to be followed up. According to reports, at present, Audi will work with its partners to promote the construction of charging infrastructure. The relevant plans will first focus on the promotion of first tier cities, and then layout in other cities, so as to improve the experience and service effect of electric vehicles.

"We want to make Audi e-tron a strong brand. It is not only a product for us, but more importantly, it shows Audi's determination to promote the electric strategy and the future technical direction. " Mr. an said.

At the same time, facing the continuous progress of intelligent technology, Audi will also carry out forward-looking technology research and development in China, so as to make the technology more in line with China's actual use scenarios and user needs. At present, Audi has obtained automatic driving test license plates in Wuxi and Beijing. Moreover, Audi has cooperated with the Volkswagen Group's easy drive intelligence on automatic driving, and has carried out tests in Hefei, Anhui Province. Audi e-tron is the exclusive vehicle of the pilot project.

At this year's auto show, Audi RS Q8, Audi R8 coup é and Audi RS 5 Sportback also completed the first launch in China. Audi hopes to further demonstrate its high-performance gene in the Chinese market.

"We will further strengthen the sports gene of Audi brand, so we will further promote high-performance models. We will join hands with FAW-VW to bring more high-performance products." Mr. an said.

It is understood that as part of Audi's "golden decade" development plan in China, by 2022, Audi will join hands with FAW-VW to upgrade its localized production models to 12 models. By the end of 2021, in addition to the existing electric vehicles, Audi will launch six electric models in China. According to Audi's electric plan, by 2025, Audi will launch more than 30 electric vehicles in its global market, accounting for 40% of the total sales volume.

Improve the efficiency of business decision making in China

In June this year, Audi announced an important decision to strengthen the development of its related businesses in China. The chairman of the management board of Audi Automobile Co., Ltd. Du Siman will be directly responsible for Audi's business in China, and will work together with anshihao to write a new chapter for Audi's development in China.

Audi China reports directly to dusman, and all China business is managed by dusman.

This fully reflects the importance Audi attaches to the Chinese market. Through such adjustment, the decision-making for the Chinese market will be carried out more efficiently, and the voice of the Chinese market will be more directly conveyed to Audi headquarters.

An Shihao told 21st century economic reporter that this management structure model learned from the experience of Volkswagen Group. The chairman of the management board of Volkswagen Group, Mr. DIDEs, is directly in charge of China business and has formed a strong partnership with CEO Feng Sihan of Volkswagen Group (China). He can quickly make discussions and decisions on some major issues. Audi also hopes to strengthen the communication between the German headquarters and Audi China.

"Audi's management structure in China enables us to reflect China's voice very directly to headquarters. Consumer trends in the Chinese market can be transmitted directly to the headquarters and reflected in product research and development. " Mr. an said.

Audi is well aware that the Chinese market is full of changes. Only by keeping up with such changes can Audi quickly launch new products that adapt to the times and keep it ahead.

Of course, how to make a more accurate judgment of the Chinese market depends on the help of Audi's partners in China. According to an Shihao, Audi China will play the role of the core hub, coordinating the communication with joint venture partners and Audi's daily work in China.

Further strengthen the cooperative relationship in China

"Audi is the first high-end car brand to enter the Chinese market, and has more than 30 years of successful experience in China. All this is due to our strong partner in China - FAW Group." Anshihao, who has been working in FAW Volkswagen Audi for four years, is very aware of the importance of cooperation with FAW for Audi's development in China.

He stressed that he hoped to further promote and strengthen the good cooperative relationship between Audi and FAW Group in the future. In the next golden decade, FAW Group will remain an important partner of Audi.

"After so many years' absence, it is a very exciting and happy thing to be able to return to China and Changchun again and discuss business with those old friends again. Working with them is not just work, it's more about doing things with heart. On the basis of such consensus and a good partnership, we will certainly be able to create a better future together. " Mr. an said.

Back in China again, an Shihao met many old friends, one of whom was Sun Huibin, executive vice president of FAW Volkswagen Audi sales division.

"Our name is" brother Hao ". It's a real brother. It's brotherhood." Sun Huibin recalled. When an Shihao first came to China, sun Huibin was the director of the general manager's office and Secretary of the board of directors of FAW Volkswagen. Sun Huibin and anshihao, on behalf of the shareholders of China and Germany respectively, supported the participation in the negotiation of Audi sales as a business. After a few years of continuous cooperation, the two people formed a deep friendship when FAW Volkswagen.

"Every employee in Audi's sales division is really happy and excited to return to China again and take such an important position. In particular, we are very excited to see HAOGE propose to work closely with FAW to create Audi's next golden decade again. We are confident that the "next golden decade" will be put into place. " Sun Huibin said.

At present, the development of Audi's business in China is facing a complex market pattern and a very arduous task. For Audi, only by making better judgments and decisions with its partners can Audi overcome difficulties and meet market challenges.

"Rome was not built in a day. On the basis of mutual trust with our Chinese partners and through our mutual cooperation, we believe that we can build Audi into a stronger brand and create another" golden decade "for Audi in China In the end, Mr. an said.

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