Audi continues success in China with electric and smart transformation

With an enriched lineup and sound partnerships, Audi is charging ahead in China, which CEO Gernot Doellner said is a priority market in its strategy.

"China remains our most important market and a central field of action in the Audi Agenda," said Doellner.

The Audi Agenda, which is a transformation and strategy program, centers on products, technologies, the brand and several core regions to achieve long-term success.

Doellner said of the core regions China has priority, adding how Audi is doing in the country is crucial to its global performance.

In 2023, the carmaker sold around 729,000 vehicles to Chinese buyers, accounting for 38.4 percent of its global deliveries.

According to the Audi Agenda, one of the major tasks in China — its largest market — is to pick up speed in the electric age with its joint venture partners to continue the success story.

"With market-specific products, expanded local development and enhanced focus on customers, I am convinced that we have all it takes to remain a strong player in the Chinese market," said Doellner.

The efforts can be seen at the ongoing Auto China, where Audi is showcasing its all-new Q6L e-tron.

This is its first market-specific electric model based on the Premium Platform Electric, marking a technological leap for the carmaker to meet the demands of Chinese car buyers.

Its arrival has enabled Audi to showcase models built based on all three major platforms for its battery electric vehicles, namely the MEB, the PPE and the J1, underlining its commitment to electrification in the Chinese market and ongoing collaboration with Chinese partners FAW and SAIC.

Other highlights at the event include the SQ6 e-tron and the Q5 e-tron RS edition SUVs.

Audi China President Johannes Roscheck said: "We redefine 'Vorsprung durch Technik' with a clear road map tailored for China, while continuously shaping and strengthening our brand position in the market."

The Q6L e-tron, which made its world premiere on the eve of the Auto China, represents the continuation of Audi's legacy and is a milestone in its long history of commitment to the Chinese market.

Based on the PPE and the new E3 1.2 architecture, the Q6L e-tron features advanced technical components such as an 800-volt architecture, powerful electric motors and a modern battery and charging management system.

Designed for China, the SUV will also surprise Chinese customers with more local features, from connectivity solutions to an enhanced range enabled by a larger battery pack thanks to its extended wheelbase.

Based on the product strengths of the global Q6 e-tron model, the Q6L e-tron is an independent derivative tailored to the Chinese market. The model will be produced at the Audi FAW NEV Company and is the first of such models Audi is planning to meet the needs of Chinese customers for premium electric and intelligent mobility.

Pre-series production of the Q6L e-tron began early this year in the automaker's Changchun plant.

In addition to an enriched portfolio of outstanding products, Audi's plan for the Chinese market involves a local R&D road map that is aligned with China's enhanced focus on intelligent mobility.

Since 2013, Audi's development team in China has been creating market-specific models and technologies.

Its R&D facility in China, where more than 90 percent of employees are Chinese, is Audi's largest outside Europe.

It focuses on the development of technologies tailored to market-specific demands, including smart cockpits, brand-shaping user interfaces and connectivity services, among other cutting-edge features and solutions.

The carmaker has also partnered with local companies to stay abreast of the latest technology trends in the country.

Audi is also improving its proximity to Chinese customers by creating a premium customer journey designed for the market.

For instance, by leveraging synergies within Volkswagen Group, its parent company, Audi is enhancing its premium ecosystem tailored to local customer needs.

In partnership with Porsche, another Volkswagen subsidiary, Audi is expanding its brand charging network in the country.

The Premium Charging Network Collaboration, which enables efficient charging at up to 480 kilowatts, is expected to have more than 900 charging piles across 50 Chinese cities from the second half of the year.

In collaboration with FAW and SAIC, Audi is upgrading its sales network to better meet local needs for digitalization, electrification and personalization, while delivering a consistent premium customer experience.

By the end of 2023, more than 540 of FAW Audi's authorized dealerships had adopted the carmaker's latest design language. It also opened eight downtown showrooms.

Meanwhile, with SAIC, Audi has diversified its network with the establishment of the SAIC Audi Customer Center to provide users with comprehensive brand and product experiences.

By now, FAW Audi has 615 dealerships across 247 cities while SAIC Audi owns 181 stores across 88 cities.

Audi has started to see the results of its efforts. In the first quarter, its sales in China went up around 14 percent year-on-year. Specifically, deliveries of its electric vehicles soared about 54 percent compared with the same quarter of 2023.