FAW-Audi drives dual-track product strategy

FAW-Audi has reaffirmed its dual-track product strategy of both electrified and combustion engine vehicles, while emphasizing a sharper focus on younger consumers and cutting-edge technologies tailored to the Chinese market.

At the ongoing Guangzhou auto show, the carmaker is showcasing a grand lineup of 26 models, which include both electric ones including the Q6L e-tron and gasoline vehicles such as the RS 6 Avant GT.

In an interview with China Daily, Michael Arndt, president of FAW-Audi Sales Co, highlighted the Q6L e-tron family, the first one built based on the Premium Platform Electric, jointly developed by Audi and Porsche.

"It delivers a premium electric experience, combining top mechanical quality and craftsmanship. It features the new E³ 1.2 electronic architecture and intelligent cockpit designs tailored for the Chinese market," said Arndt.

He added that it also offers advanced driver assistance technologies developed in collaboration with leading local Chinese autonomous driving suppliers, providing mapless L2++ smart driving capabilities.

Despite its push toward electrification, FAW-Audi remains committed to a balanced portfolio.

"Our strategy ensures we cater to diverse preferences and needs. While electrification is critical, we leverage our expertise in combustion engines to produce high-quality options for those who value traditional powertrains," said Arndt.

Starting from 2025, the carmaker is planning to launch around 20 models, which include both electric ones and gasoline ones, in three years.

The Guangzhou auto show also serves as a platform for Audi to address its appeal to younger audiences in an evolving automotive landscape.

Arndt noted, "In China, the Audi brand holds strong trust. To resonate with younger consumers, we've introduced models like the A3 with a frameless grille and sleek silver accents, aligning with contemporary aesthetics."

On competition, Arndt acknowledged the growing presence of new energy vehicle startups, which are reshaping the industry.

He said the rise of NEV startups adds complexity in the Chinese market. "We must embrace the 'In China, For China' strategy, offering solutions that bridge traditional combustion and electric powertrains, "he said.

As FAW-Audi sharpens its focus on local innovation, it aims to solidify its position as a leader in the luxury market by blending its heritage with future-ready solutions tailored to China's dynamic automotive sector.

Statistics show that the carmaker has sold over 9 million vehicles in China over 36 years of development.