To ensure a breakthrough into the Chinese market, the subsidiary of the famous German car company known as AUDI is right now planning to release the first model of an electric car in the middle of this year. This is the emergence of a new model with the AUDI brand name with a focus on the EV market in the Chinese market. The model will be launched on April 23, which is two days before the beginning of the Shanghai Auto Show taking place from 25th April to 2nd of May.
This has come at the right time since the automotive industry is under pressure from domestic automotive manufacturers in China. Audi remains the first German car-making firm to set an entry to China as early as 1988 and to sustain its competitive advantage, it changes strategies often. Now there is heightened competition and the firm is shifting focus towards electric cars.
At first, the new brand will unveil three models and the first of them will be the car that was presented at the concern as AUDI E concept last year. Although details of this model’s name have not yet been released, this is typical of Audi to support China’s plans to go green. This new path is somewhat divergent from Audi’s global businesses, which will keep on catering for ICE vehicles through at least 2032.
Another interesting point is that it is crucial to identify a particular brand image for this initiative, which is potentially suggestive of a brand personality to achieve a sense of consistency. New cars produced under the brand written as AUDI with capital letters on the lettering will not have the four-circle emblem. This is to imply the company’s strategic direction of diversifying the models for the Chinese market from the global models.
Currently, there is a new set of electric models developed by Audi and its Chinese partner, SAIC. This strategy is quite popular throughout the automotive industry because global brands rely on local assistance to deal with emerging markets and local know-how.
The baseline electric vehicle market will welcome two new AUDI models during the upcoming two years as the company seeks greater China market presence. Establishing Audi in the middle of China represents a bold plan to compete in the current green vehicle market transition toward prominence within the automotive industry.
The electric vehicle segment in China provides evidence that a car manufacturer can adjust its business operations to meet market demands, which become more competitive and advanced.
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