Audi FAW-Volkswagen's sales target for the next three years, set at 100 million, and very confident this figure will become honest sales; the same time, Audi is very optimistic about the potential for luxury cars, will fully open up two or three level market; thin stone revealed as a dynamic premium small car, the Audi A1 will be landing in China in 2011.
increase sales service quality and then sell one million years is no problem
Tencent car: in the past year rivals grew very rapidly, and last year 12 Mercedes-Benz sales in a single month in January over the historic BMW and Audi. Does this mean that the original pattern of the luxury car market has changed? In addition, the sales can have specific policies in the short term narrow the gap with competitors it?
thin stone: First, talk about a conceptual problem, competitors say more than we sold in December, this figure how statistics? Mercedes-Benz brand in China, never more than the Audi brand. But we do not entangled in it. We Conversely, the development of a brand, a brand leader in conservation, the growth of a month simply is a standard to judge it?
Furthermore, we also see the brand or the manufacturer's own development strength, we both are so many products, based on our product plans, or the ability of our dealer network development, or are we current quality of service and quality, we want to see a very far future, we can confidently say that Audi's leadership in a very long period of time will not be exceeded, Audi will continue to maintain this leadership position, We just said, including their own strength, product, service quality, development strategy and so ahead of the competition, but is not limited to a simple sales figures.
Xiaojun: Thank you teachers for the Audi brand's attention, a lot of friends that rivals the past two years the development of special fast, Audi matter how child? I would like to start the long river of history and time point of view, the Audi brand in the last year, really influenced by the capacity constraints, and Audi in the global production capacity is tight. But in the short term, is lagging behind competitors in our absolute; the long run, There is a Chinese proverb called A complete description of the problem.
we call the and rapid development in the automotive industry environment, so that customers, shareholders, suppliers, etc., to achieve win-win situation, have been affordable. So how in the case of rapid development to meet customer requirements? Just a lot of products to be sold, although sales increased rapidly, but the customer satisfied? Audi believes that customer satisfaction is a brand, an enterprise to achieve sustainable development, a critical factor. In today's market, a brand in the market should be how to deal with customers? Is not that the kind of desperate, only the practice of short-term growth? Audi brand as a responsible industry leader, we believe that just should not be leading in terms of volume, but also should play an exemplary role in the automotive market behavior. Over the years, Audi's development of the most stable, highest customer satisfaction, dealer profitability is best, so it may look in a certain period, slower growth in our development, but in the long run, we must be more than competitive opponents. For our proposed
on specific marketing initiatives, we will give top priority to improve the quality of services sales. We can see that in the sales and after-sales service, and Audi in this year's JDPower 2010 China's auto market, sales and after-sales satisfaction is the first luxury car brand. The first few days of the dealer meeting, we also discuss how to better improve our quality of service. Why do we speed up the network development last year? The main reason is because our network load has been challenged, not only on the production capacity.
Lumin Jie: We not only have the amount of future development, but also the development of quality, greater protection of consumer interests, to provide users with good service, let us service satisfaction row to the front of the entire automotive industry.
Tencent car: There are several competitors in the network last year, the construction of a more radical approach taken, that there are Samsung and Mercedes-Benz dealers in Hong Kong, and now the dealer to the various cities, both the development and approval the. Audi How do I ask?
Xiaojun: You may see and appreciate attention to the Audi brand. Audi dealer network over the years development has been very strong. Last year, we significantly speed up the pace, mainly due to the rapid development of the market and the surge in the number of users. So last year, we have selected 60 new dealers, the Audi brand, the deadline late last year and has 179 dealers opening. Nevertheless, we still have to maintain a relatively stable dealer development strategy. The aim, on the one hand dealers to provide users with the satisfaction of sales, to quality services; other dealers to ensure adequate profits, the profits under the premise to ensure service standards. Another point, we find that the current process of economic development in China, there are many unpredictable factors, may appear at some point, for example, we have been developing in the Beijing market is relatively stable, and December 23 last year, issued a limited license practice, only confirm our earlier judgments show that our robust approach is right. Because now I can say without any worries, Beijing dealers still live better. The dealer network for future development on the one hand to meet the requirements of sales growth, while it is still healthy development.
break the vicious competition leads to price fluctuations in capacity bottlenecks is a priority
Tencent car: I just saw a last year's price fluctuations, you always said that production capacity is limited, the other is the 2010 price adjustment severe, although the decline is not so big Audi, but there are some decline. Do you think the future of the luxury car market? In addition, the market more and more components of the retreat, do not know what in the end similar to those of a brand and how much sales can play a stimulating role?
Xiaojun: the price of things, according to reason depends on the yield behavior. Before the car price is relatively stable. Since last year, we see a bit outrageous auto market prices, and some manufacturers in order to short-term share price significantly, even if it is just the product listed soon, this approach can not be long term. A manufacturer to profit, to self-development, to ensure quality of service, we must guarantee a certain profit. They do we think is unhealthy. Now there a more strange car market situation, on the one hand the capacity is tight, but the product of the price is dropped. Under normal circumstances this is not consistent with economic principles, in fact, caused by excessive competition. As long as a customer, find ways to pull him over, put the price down, in the long run be detrimental to consumers. Long term, I think the price will return to more rational range.
on brand building, do we see every year, year before last, very large variety of activities, and doing very large, very luxurious. We think this should do their own situation, as the brand, the Audi brand last year, did a lot of emotional reason for dissemination activities, it is precisely because of the Audi brand communication needs of the disabled, we do not advocate doing this event bigger and more luxurious, and should consider this event is not truly reflect your brand's message? Not necessarily more luxurious, the greater the like. Last year, we significantly strengthened the emotional aspects of communication, we believe that these activities, its size, it is with us in all aspects of brand communication is appropriate.
Tencent car: in 2010, many cities Audi 4S stores that capacity bottlenecks Obviously, the next two to three years, may also face capacity constraints. My question is, on the one hand Audi to be completed within three years of one million sales target, on the other hand, our production capacity can not be accomplished overnight, and the balance of how to solve this problem? We have a new production line under construction? I know Audi are more than 300 days a year in production, the workers work overtime more serious phenomenon. Next year, or three years, double the completion of a million, what is the measure?
thin stone: This Audi is a particularly important issue, but also we have been considering. Q5 particular user such as we see the time is really too long, we have production capacity of the people for their own channel soon sorry. In fact, your question relates to our market, especially in China, a crucial issue, but also a winning issue, but also very difficult, is how to judge the Chinese market rally, which is associated with the production problems.
For us, the market research to determine the need to see a lot of research to determine information. Common research ideas and proposals put forward by the team, the last decision by the shareholders. We not only production inputs, in particular, there is human input. The next three years before we see the market situation of one million, as well as production of factory conditions, as well as staff development, have done a very good plan, shareholders have done a very good decision. Therefore, in this issue, for the one million is not a problem. Unfortunately, we are just a sales team, production capacity, investment, production lines which are shareholder-level decision problem. We can only assure you that the future production of one million vehicles will certainly supply us, we will become the one million sales.
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