Two-year-old SAIC Audi faces a great test, and Yang Siyao takes over Jia Mingyong!

The personnel adjustment in the automobile circle continues.

Recently, Jia Mingyong, general manager of SAIC Audi Marketing Division, will soon become the deputy general manager of Shanghai Automobile Industry Sales Co., Ltd., and his successor is Yang Siyao, former Party Secretary of SAIC Volkswagen Sales Co., Ltd. and executive director of SAIC Volkswagen Brand Marketing Division.

SAIC Audi was officially released at 202 1 Shanghai Auto Show. It has been more than two years now, and it has not reached the expected sales target. According to the data of the Federation, in 2022, SAIC Audi A7L sold 3,800 vehicles, Audi Q5 e-tron sold17,21vehicle, and Audi Q6 sold 758 vehicles, with a total sales volume of only over 6,000 vehicles. Jia Mingyong initially set an expected sales target of 3,000 to 5,000 vehicles per month for the first Audi A7L, but now the average monthly sales of all models are only over 500 vehicles.

Jia Mingyong has been the sales and marketing executive manager of SAIC Volkswagen and the general manager of Shanghai SAIC Volkswagen Automobile Sales Co., Ltd. since 20 10, and has realized the production and sales of 2 million SAIC Volkswagen vehicles for many years. Jia Mingyong is also known as Mr. 2 million of SAIC Volkswagen.

At the beginning, Jia Mingyong was in charge of SAIC Audi in a colorful auspicious cloud, but two years later he left with a feeling of "leaving in a daze". In this regard, we can't question Jia Mingyong's ability, and the root of everything has to start from the congenital deficiency of SAIC Audi project.

At the beginning of its birth, it experienced ups and downs.

The SAIC Audi project had many difficulties at the beginning of its birth. 20 16 The news that Audi and SAIC negotiated to establish a joint venture company triggered strong opposition from Audi dealers. Because this will inevitably involve the interests of dealers, including the establishment of sales channels, how to arrange product sequences, and the project even ran aground for a time.

After many twists and turns, SAIC Audi was finally established on 202 1. Of course, this is also a considerable concession. SAIC Audi can operate with offline direct store+online App, and the user operation experience is directly under the responsibility of SAIC Audi, but all original Audi 4S stores can authorize SAIC Audi's after-sales service.

SAIC Audi compromised in marketing channels and even lost its fighting power in products.

In terms of vehicle models, three brand-new models, A7L, Q5 etron and Q6, were launched within two years. The high pricing and insufficient differentiation of these products have become the main reasons why SAIC Audi's sales volume cannot be improved.

Let's take the Audi A7L as an example. The most interesting thing about A7L is its slip-back shape. However, after being made in China, the slip-back shape was cancelled, which gave people a feeling that it was not much different from Audi A6L. With little difference in power, platform and design, A6L has more obvious advantages in price and channel.

SAIC- Audi's second car, Audi Q5 e-tron, is considered as "SAIC- Volkswagen ID.6 X", and Q6 is considered as a way to change the shell, but the price is quite different, which is much more expensive than the latter. True interpretation, no contrast, no harm.

The products are still the same, and the sales volume is more complicated.

Jia Mingyong once said that in 2022, sales volume is not the most important goal of SAIC Audi, but he hopes to continue to build and consolidate the brand image and positioning. SAIC Audi sold 6,280 vehicles in 2022, which is far from Jia Mingyong's forecast of "3,000 to 5,000 vehicles per month". Audi A7L sold 38,065,438+0 vehicles in 2022, Q5 e-tron2022 sold 65,438+07,265,438+0 vehicles in 2022, and Q6 sold 758 vehicles in 2022.

SAIC- Audi has gone through even worse times. On June 24, 2022, according to the announcement of the State Administration of Markets, SAIC Volkswagen decided to recall some Audi A7L cars produced from 202/KLOC-0 to June 2022, totaling 1-2022.

That's what I said. It never rains but it pours. Icing on the cake is not common.

Price reduction in disguise is a last resort.

In 2023, a butterfly effect triggered by the automobile super subsidy tide jointly initiated by Hubei Province and Dongfeng Motor is sweeping across the country. SAIC Audi is also hard to be immune, and launched the "employee internal car purchase activity", with amazing incentives. According to the announcement of "Audi brand car purchase activities of employees of SAIC Volkswagen in 2023" circulating on the Internet, the three products sold by SAIC Audi all give the car purchase prices of employees, with the highest discount of 1.6 million yuan for some models such as SAIC Audi A7L and Q6, and the discount of Q5 e-tron 1.6 million yuan.

The official has confirmed that the activity is true.

It is understood that information on the sale and transfer of SAIC Audi employees' car purchase quota has appeared on the second-hand platform. The information shows that "there are restrictions on the purchase of this kind of car, and it takes one year to cooperate with the transfer after the transaction is completed, but the car buyer can use the car normally within this year". At the same time, the seller promised to drive the car away on the same day. If you are interested in purchasing, you need to pay a transfer fee ranging from 1.5 thousand yuan to 20 thousand yuan on the basis of the employee price.

Disguised price reduction is also a last resort for SAIC Audi to survive.

In recent years, Audi lost to BMW Benz in the luxury car head camp in the domestic market, and Audi has been seeking a breakthrough in the China market. According to a research report, among the first car-buying age of 202 1,1car-buying users aged between 8 and 25 account for 36.05%, followed by users aged between 25 and 30, accounting for 34.88%, which means that nearly 70% of the "car owners" are under 30 years old. The consumption pattern of the new generation of consumer groups presents the characteristics of personalization and digitalization.

Facing the young consumer market, how to achieve new contact with young people has become the primary task of major car companies. If FAW-Volkswagen Audi's mission is to focus on marketing, then SAIC Audi's mission is more to create a new brand image and positioning.

The idea is beautiful, and the reality is very skinny. SAIC Audi's first shot obviously didn't start.

In fact, in September 2022, SAIC Audi adjusted the price of its products. At the beginning of September last year, the price of A7L dreaming newborn models dropped by 4 1 10,000 yuan. In 2023, SAIC Audi lowered the prices of some models, but the effect still did not meet expectations.

There is no breakthrough in the delay in sales, which is unbearable for SAIC and Audi. Under this circumstance, Jia Mingyong's "sudden resignation" and internal car purchase activities are also reasonable.

Fire chief is not easy to be.

Like Jia Mingyong, Yang Siyao also has the work experience of SAIC Volkswagen. According to public information, Yang Siyao has nearly 20 years of working experience in SAIC system. He has held different positions in SAIC Volkswagen, SAIC Passenger Cars and SAIC. 2065438+June 2009, Yang Siyao officially became the Party Secretary of Shanghai SAIC Volkswagen Sales Co., Ltd. and the Executive Director of SAIC Volkswagen Brand Marketing.

Yang Siyao's tenure at SAIC Volkswagen coincided with the great impact of COVID-19 epidemic, supply chain and new energy vehicles on the overall automobile market. The sales volume of SAIC Volkswagen decreased from 2006,5438+0.8 million in 2065,438+09 to 654.38+0.32 million in 2022. In this process, Yang Siyao completed the adjustment of the sales system twice.

First, with the listing of Volkswagen ID series products, SAIC-Volkswagen has divided products according to product lines, and set up three front-office agencies, namely ID, high-end cars and mainstream cars, to distinguish electric vehicles from traditional fuel vehicles. Especially the brand-new marketing model of ID. With the establishment of the electric series, the agent marketing mode, that is, the form of factory direct sales and channel sales, was innovatively opened, and the previous rebate mode was changed to commission mode, giving full play to the advantages of the dealer network and maximizing the marketing effect. Compared with the joint venture counterparts, ID series is ahead.

Second, on June 5438+ 10, 2023, SAIC Volkswagen further reformed its marketing system, reducing the previous 12 marketing regions to eight, and at the same time strengthening the authority of the marketing region team, giving the regions more marketing strategies and resources, so that the marketing regions can conduct differentiated marketing based on the local market.

Yang Siyao once said in an interview that brand rejuvenation depends not on words, but on doing the right thing, which can naturally arouse the buzz of young consumers.

It is a challenge for Yang Siyao to take over SAIC Audi, not only because SAIC Audi faces internal difficulties, but also because of the price reduction in the external market. This is undoubtedly a great test for SAIC Audi, which was established less than two years ago.

Baixing pingche

Since 2023, the automobile industry in China has witnessed a wide range of personnel changes. There have been more than 20 personnel changes in less than three months. From a century-old car company to a state-owned factory, to a new force to build a car, and even many senior leaders changed coaches.

Frequent personnel changes in the automobile circle show that the market performance of each automobile enterprise is not as good as expected, so actively adjusting the personnel structure to ensure its competitiveness is the only way for each automobile enterprise to transform and develop.

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