CnEVPost CnEVPost
  • NIO
  • XPeng
  • Li Auto
  • BYD
  • Tesla
  • Newsletter
  • NIO
  • XPeng
  • Li Auto
  • BYD
  • Tesla
  • Newsletter

Home » Further Reading

Further Reading: Audi fails in China's EV market

Phate Zhang/CnEVPost Jun 17, 2022 20:46 GMT+8

This article summarizes Audi's rise to prominence in China over the past 30 years and its impotence in the disruptive arrival of electric vehicles.

Further Reading: Audi fails in China's EV market-CnEVPost

(Image credit: Unsplash)

Audi's trademark infringement lawsuit against NIO in Germany has put it back in the forefront of many discussions and also put its poor performance in China's electric vehicle (EV) market under scrutiny.

Join Us On Telegram

In an article published today, local media outlet Huxiu summarized Audi's rise in China over the past 30+ years, and its inability to do anything about the disruptive arrival of EVs.

Here are some key takeaways from the article:

"As someone who has bought 3 Audi fuel cars, I just can't find a reason to buy an Audi EV, they are too much like fuel cars," said Zhang Xiaoman, who sold his Audi and bought a Tesla vehicle.

There are plenty of Chinese consumers who think the same way as Zhang, and that's reflected in Audi's sales, which sold just 1,316 EVs in China in the first five months of the year, including 401 e-trons, 159 Q5 e-trons and 756 Q2L e-trons.

Before the age of EVs, if you went into an Audi dealership store, there was always an Audi model for you.

But Audi underestimated the enthusiasm of Chinese consumers for EVs, causing it to enter the Chinese EV market too late. It also overestimated the Audi brand's ability to command a premium in the EV era, making it too expensive.

Audi does lead in the fuel car era, but its EVs really have little to do with the new era.

Audi is not the only one suffering in China's EV market, many international auto giants have no choice but to introduce EVs into China one by one, and then watch them being abandoned by consumers.

The old powerhouse represented by Audi still has a chance to make a comeback, as long as they spend less time on researching how to sue NIO for trademark infringement and more on researching new ways to build cars.

If you want to learn more, you can click here to get the page automatically translated by Google Translate.

Original in Chinese: https://www.huxiu.com/article/584608.html

Note: Weilai refers to NIO in the automatic translation.

Further Reading is a new section of CnEVPost that aims to share articles we see that are worth reading.

CnEVPost Daily Newsletter

Share this article:

  • Tweet
  • WhatsApp
  • Telegram
  • Email
  • Pocket
  • More
  • Share on Tumblr
  • Print
#Audi
Phate Zhang/CnEVPost
Phate is the founder and main author of CnEVPost. He has been reporting since 2009, mainly on macroeconomics and capital markets. Contact via: [email protected]
Popular Posts
NIO responds to vehicle crash that killed two testers
2022-06-23 20:50:51
NIO model that crashed was ET7, wrong gear by driver led to tragedy, reports say
2022-06-23 20:03:57
EV stocks continue rally in Hong Kong, XPeng up 10%, NIO up 2%
2022-06-24 11:20:21
South Korean fund cuts Tesla holdings, favors Chinese EV makers including BYD and XPeng
2022-06-24 16:40:32
Lotus' first EV model, Eletre, to be powered by CATL's Qilin Battery
2022-06-24 20:58:13
Recent Posts
  • Avatr strengthens ties with Huawei, first model Avatr 11 to launch on August 8 Jun 25, 2022
  • CATL working on condensed matter batteries, chairman says Jun 25, 2022
  • Gotion to build facility in Argentina capable of producing up to 60,000 tons of lithium carbonate per year Jun 24, 2022
  • Lotus' first EV model, Eletre, to be powered by CATL's Qilin Battery Jun 24, 2022
  • Li Auto says Li L9 gets over 30,000 orders 72 hours after launch Jun 24, 2022
  • Home
  • About
  • Contact Us
  • Support Us
  • Privacy
  • Newsletter
Copyright © 2022 CnEVPost. Designed by CnEVPost.