Audi launched an attack on Tesla

Against Tesla, is Audi anxious?

The battle for the new energy vehicle market has intensified.

According to foreign media reports, Audi recently announced that all new cars put on the market after 2026 will be pure electric vehicles (EV). Audi will concentrate its operating resources in the field of pure electric vehicles and directly confront Musk’s Tesla (TSLA.NASDAQ). .

In addition, Audi will stop the development of gasoline and diesel engines before 2025. By 2033, Audi will stop selling fuel vehicles worldwide except in China. The reason is that Audi believes that there is still a demand for fuel vehicles in the Chinese market and will continue to produce locally after 2033.

As a brand of Volkswagen, Audi is also following Volkswagen’s transition to electrification. 2021 is the 50th anniversary of the founding of Audi. Audi announced on July 8 the “Zero Emission Plan”: It plans to reduce the carbon footprint of its models by 30% during the entire life cycle by 2025; after 2026, no new fuel models will be launched. ; And plans to realize the vision of carbon neutrality by 2050.

In fact, Audi CEO Marcus Dussman has publicly stated before that: Audi will no longer develop new internal combustion engines, but will adapt existing internal combustion engines to new emission standards. According to the plan, Audi will become a pure electric vehicle brand after 12 years.

Audi intends to replace all new cars with electric cars

At present, most of Audi’s models are fuel-fueled models. The only electric models are Audi e-tron, Audi e-tron Sportback, Audi Q2L e-tron, and Audi e-tronGT and Audi RS e-tron, which were just unveiled at the Changchun Auto Show in July 2021. tron GT etc.

Audi has implemented the e-performance plan focusing on the research and development of pure electric vehicles since the beginning of 2009. From the current situation, “e-tron” has become the iconic symbol of Audi brand pure electric technology.

Audi e-tron is Audi’s first mass-produced pure electric SUV, and it is also the first mass-produced model of Audi’s new energy strategy. The model made its world premiere in San Francisco, USA in September 2018. It is reported that the model was planned to be introduced to China in 2019 and made domestically in 2020.

However, it was not until recently that the FAW-Volkswagen Audi e-tron was officially launched, but other Audi e-tron models still need to be imported. Audi Q2L e-tron and Audi e-tron Sportback still need to be imported. The first Audi e-tron GT in China It will be officially listed at the end of 2021.

Although the FAW-Volkswagen Audi e-tron is produced at the Audi Changchun plant, the entire vehicle is imported into China as parts for assembly. Therefore, in terms of appearance and performance, the domestic version of Audi e-tron is basically the same as the imported version, and the domestic version of Audi e-tron adopts the ternary lithium battery of the Ningde era, with a capacity of 96.7kWh, and the highest NEDC cruising range is 500 kilometers, a certain improvement compared to the imported version.

Moreover, the price of the domestic entry-level Audi e-tron has dropped by about 110,000 yuan compared with the price of the imported version.

According to the data, the Audi e-tron in domestic sales is not significant, the first half of 2021, cumulative sales of the Audi e-tron is 282, and perhaps the top luxury Audi China new energy acceptance of the automotive sector as well as over 500 000 Yuan pricing is related.

Audi launched an attack on Tesla

Source: Owner’s Guide

Audi’s hybrid model Audi A6L PHEV sold 3,332 units in the first half of 2021, with a guide price of 457,200 yuan. Another imported pure electric model Audi Q2L e-tron sold 2,995 units in the past half year. The price ranges from 170,100 yuan to 178,000 yuan.

There is no doubt that Audi’s influence in the field of electric vehicles is far less than its influence in the field of fuel vehicles. And in the Chinese market, the revenue of one Audi brand directly makes up for FAW Group ‘s losses in other areas.

Is it true that Audi’s new energy electric vehicles do not make money? At least for now. In the absence of large-scale sales of Audi’s electric vehicles, it is hard to say that it is profitable.

German “Der Spiegel” cited sources familiar with the matter as saying that by 2025, Audi’s sales return rate will rise from 5.5% to more than 11%. Audi CEO Marcus Dussman also publicly stated that in the next 2-3 years, Audi’s electric cars will be as profitable as internal combustion engine cars.

Marcus Dussman also said that the current profits of Audi’s electric cars can’t compare to its internal combustion engine cars. However, he believes that it only takes 2-3 years for Audi to achieve profitability in its electric vehicle business. In addition, he also hopes to increase Audi’s electric vehicle production by more than 30% by 2030, which is expected to reach 3 million. By then, the vast majority of cars produced by Audi will be driven entirely by electric motors.

In five years, Audi has to complete the power mode replacement of all models, which may not be difficult for Audi, but what Audi needs to complete is that the consumer’s acceptance of the brand after the transformation remains unchanged. Because Audi is currently not only facing competition from electric car brands, but also competition from within the BBA. Among the three luxury brands of BBA, Audi is not the first to start new energy, nor is it the most influential in the field of electric vehicles. Therefore, Audi wants to complete the transition to full electrification and will face great challenges. In the current situation, the Audi e-tron is the most important part of Audi’s transition period. After all, Audi is one of the three major luxury brands in the Chinese market and has a greater market influence. If the sales of Audi electric vehicles mainly depend on the more entry-level Audi Q2L e-tron within 200,000 yuan, then it will have an impact on Audi’s brand Force is fatal. After all, in the current competitive landscape of electric vehicles, the average transaction prices of Weilai and Tesla are both high, and their influence in the mid-to-high-end market is gradually increasing.

2020 Audi reported a 2021 Audi released a new car when in the half to achieve electrification, which will increase the electric car to paragraph 3, paragraph 7 now, which were Q4e-tron Audi and Audi Q4 e-tron Sportback are two A compact pure electric SUV.

In the next five years, Audi will invest 35 billion euros, of which 15 billion euros will be used for pure electric vehicles and hybrid models. Among them, Audi launched the Artemis project to develop a new generation of electronic architecture and operating system together with the Volkswagen Group . It plans to launch its first model by the end of 2024; by 2025, Audi will have 20 pure electric models. In addition, Audi will also introduce more PHEV models to meet user needs.

Audi abandoned production of fuel vehicles, except for the Chinese market

However, Audi has not completely given up on fuel models. Audi said that after 2033, fuel models can still be produced and sold in the Chinese market.

In this regard, Audi gave the reason that there is still a demand for fuel vehicles in the Chinese market, in other words, it is still profitable.

In 2019, Audi’s cumulative domestic sales reached 690,000 vehicles, an increase of 4.1% year-on-year, and accounted for more than 40% of Audi’s global market share, becoming its largest single market.

In 2020, Audi’s global sales were 1,692,773, a year-on-year decrease of 8%. Among them, the sales volume in the Chinese mainland market was 726.88 million, a year-on-year increase of 5.4%. This was the first time that Audi’s annual sales in China exceeded 700,000. In 2020, the Audi Group’s total sales revenue was 50 billion euros, a decrease of 10% year-on-year, but operating sales profit still reached 2.7 billion euros, and the operating sales profit rate was 5.5%. The contribution of the Chinese market occupies a considerable part.

In the first half of 2021, Audi sold 418,000 vehicles in the Chinese market, a year-on-year increase of 38.6%. Among them, the cumulative sales of the domestic version of Audi was 373,000, a year-on-year increase of 31.7%; the cumulative sales of the imported version of Audi was 45,000, a year-on-year increase of 148.9%. Audi A6L and Audi Q5L lead the respective segments in the first half of 2021.

Moreover, Audi completed the delivery of 7 million vehicles in the Chinese market in 2021, ahead of Mercedes-Benz and BMW . This shows the influence of Audi in the Chinese luxury car brand market. It is worth noting that the 7 millionth car delivered by Audi is an Audi e-tron.

As the first luxury car brand to enter the Chinese market, Audi has a better understanding of Chinese users than other brands. The current sales data can explain the problem. However, under the trend of intelligence and electrification in the auto industry, Audi is still unwilling to give up China’s fuel vehicle market and use user needs as a “shield”, which is a bit “bullying” people.

Many cars currently have a carbon neutral vision and plan for a comprehensive electrification transformation strategy. Audi is no exception, but Audi regards the Chinese market as an exception.

Behind the initiative to target Tesla and Audi is intriguing

In the Marvel movie “Avengers 4”, when the American team, Black Widow and Ant-Man drove to Iron Man’s house and tried to persuade him to return to the Avengers, the three were driving the Audi e-tron. As the heir to Stark Industries, Iron Man himself in “Avengers 4” is an Audi e-tron GT.

After the movie was released, Audi e-tron and Iron Man’s Audi e-tron GT also received widespread attention, but with a price of more than 700,000 yuan, many people called it the “most expensive peripheral” of Marvel movies that year.

Interestingly, when Marvel was shooting the movie Iron Man, when the director found Elon Musk in order to enrich the role, he expressed a strong interest in being a producer. Part of the footage in the movie was shot in the empty factory area of ​​SpaceX headquarters. In the final subtitles table, Elon Musk’s name is listed in the “Special Thanks” column.

Now, because of the film and shooting location, Musk is also called “Iron Man” by many people, and he is the CEO of Tesla, the world’s most valuable automaker.

Audi bluntly said that it will fight Tesla, which can also be said to be a contest between the “car” of Iron Man and the car of “Iron Man”.

Interestingly, Audi is a luxury car brand that has been established for 112 years, while Tesla was established on July 1, 2003, co-founded by Martin Eberhard and Mark Tarpening, and later by Musk Enter the master through capital means.

This shows that Tesla is too young in front of Audi, but Audi regards this “newcomer” as a rival.

As of July 20, Tesla has a market value of US$622.5 billion, making it the most valuable vehicle manufacturer in the automotive industry, while the market value of Audi’s parent company Volkswagen has fallen out of the top ten in the world.

According to data from the China Travel Association, in June 2021, Tesla sold 28,138 vehicles in China. In the first half of 2021, Tesla’s cumulative sales in China were 13,1025 vehicles. In terms of sales in the first half of 2021, Tesla is only over 30% of Audi’s.

According to Tesla’s 2020 financial report, in 2020, Tesla achieved total revenue of 31.345 billion U.S. dollars; during the same period, Audi achieved 50 billion euros in revenue, converted into RMB (calculated at the exchange rate on July 20), Tesla and Audi’s revenue was approximately 203.285 billion yuan and 382.38 billion yuan, respectively, and Tesla’s revenue was 53% of Audi’s.

Tesla’s automotive business is still at a loss, but this is only the beginning of Tesla, but Tesla can achieve more than half of Audi’s revenue, which also makes luxury brands such as Audi worry about the future.

But Audi will launch more electrified models, and future sales will be further released.

From this point of view, there are still big variables in Audi and Tesla who wins and loses.

(This article is for reference only, and does not make investment advice, and operates at your own risk accordingly)

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