Audi reaffirms ambition in China via local partnerships at seventh CIIE

Audi AG's CEO, Gernot Doellner, made his debut appearance at the China International Import Expo this week, a sign of the German premium carmaker's commitment to the Chinese vehicle market.

"China is our single biggest market, so it's our most important market," he said.

Talking about his first CIIE, Doellner, who came to take the helm of Audi late last year, expressed his admiration for China's prominent role in the global automotive industry and beyond.

"I think it's really, really impressive (to visit the CIIE). What impresses me most is that you can see and feel that China is truly a driving force in global trade and innovation," Doellner said.

As Audi accelerates its electrification strategy, the CIIE serves as an ideal platform to display the latest innovations and interact with Chinese consumers.

This year, Audi is showcasing two important models at the expo: the Audi Q6L e-tron and the Audi e-tron GT. These electric models reflect the company's ambitious electrification plan, targeting a fully electric lineup within the next decade.

"The main reason behind showcasing these models here is that we are transforming our entire portfolio to all-electric vehicles," Doellner explained.

He noted that Audi is "bringing our newest platform, the Premium Platform Electric, to China," a strategic move to align with China's push toward electrification.

The Q6L e-tron, Audi's first market-specific model built on the Premium Platform Electric (PPE) in China, combines electric performance with the premium quality expected from Audi.

The e-tron GT, known for its blend of sports car performance and luxury, demonstrates Audi's commitment to integrating innovation with driving enjoyment.

"With the e-tron GT, we show that you can combine true sports car performance with premium quality in one vehicle," said Doellner, emphasizing Audi's dedication to delivering performance-driven yet eco-friendly options for Chinese consumers.

Audi's two-partner strategy with FAW and SAIC is part of its overall strategy in the market.

While FAW has long been a partner in bringing Audi's global portfolio to the Chinese market, Audi's collaboration with SAIC complements the existing and growing portfolio in China with the introduction of new electric models, tailored to meet the unique needs of local consumers.

Doellner highlighted: "With FAW, we bring our global portfolio to China with specific adaptations, like the Q6L e-tron. Meanwhile with SAIC, we're developing entirely new, China-specific models."

In a bold move, Audi and SAIC are working together on a unique platform that will combine Audi's core strengths in driving technology and design with SAIC's insights into local market preferences and technologies.

Doellner explained the vision behind the partnership: "This collaboration brings together the best of both worlds — Audi's expertise in chassis technology, driving capabilities, and premium design, combined with SAIC's deep understanding of the Chinese market and its technology ecosystem. With this cooperation, we are introducing a new premium EV brand dedicated to the market."

The partnership aims to develop a series of models exclusively for the Chinese market, starting with three new electric models that will integrate local consumer demands with Audi's high standards of quality and performance.

"These models are developed exclusively for the Chinese market, targeting customers who seek a premium, intelligent mobility experience and want the latest innovations from the Chinese ecosystem," Doellner said, underscoring Audi's ongoing commitment to better meet the preferences of Chinese consumers.

By partnering with SAIC, Audi intends to capture a larger share of China's high-end NEV market, particularly appealing to younger customers in addition to already existing ones across the country.

"We believe we can attract younger, tech-savvy customers beyond our core customer base in China," Doellner said.

One thing that stands out in the Audi and SAIC Cooperation Project is efficiency. Time needed for the new models' development cycles will be significantly reduced.

While accelerating R&D and production times is crucial in a fast-paced market like China, Audi remains committed to upholding the brand's renowned quality standards.

"Audi is known for its quality, and we won't compromise on that," Doellner affirmed. "We adhere to our quality standards strictly, and only once they are met does a car proceed to production."

Johannes Roscheck, president of Audi China, elaborated on how this accelerated development is managed.

"For our new cooperation with SAIC, a project house has been set up in Shanghai," Roscheck said.

This facility includes members from Audi, SAIC and SAIC Volkswagen, operating across time zones in China and Germany to ensure efficient decision-making and development processes.

"By fully utilizing 24 hours, we add efficiency to our processes, supporting both speed and quality," Roscheck said.

Doellner highlighted that the partnership with SAIC is a strategic response to these shifts in China's vehicle market, including the rise in the proportion of smart NEVs.

Among other things, the models developed with SAIC will feature advanced driver-assistance systems, a high level of customization, and unique in-car experiences that resonate with local consumers.

"This means bringing our new China-specific brand to life, enhancing customer satisfaction through our new products," Roscheck said.

Over the next two years, Audi plans to refresh its product lineup in China, aiming to deliver a premium experience and strengthen its brand presence in this critical market, said Roscheck.

Audi faces stiff competition in the Chinese NEV sector, with local startups eager to aggressively expand their market share.

"The Chinese market is indeed evolving rapidly, and competition is strong, which we believe is good for driving innovation," Doellner said.

"With the right partnerships and a focus on quality, we are here to serve our customers and meet their expectations, ensuring that Audi remains a leading choice in China's premium NEV market for years to come," he said.

lifusheng@chinadaily.com.cn