On November 23, the representative of the car dealer organization, the China Automobile Dealers Association, publicly released its opinion on Audi's derailment of SAIC on its public number. At the same time, Mr. Shen Jinjun, the president of the circulation association, proposed to Audi the three-point hardening requirement of lowering sales targets, increasing new product launch, controlling network scale and development speed, and enhancing dialogue with dealers.
According to the circulation association, in the current research, the Audi dealer confidence index is significantly lower than other competitive brands, especially the product, profit potential and business policy have the lowest confidence, and the information of Audi and SAIC cooperation further cracks down on distribution. The confidence of business investors.
Shen Jinjun, president of China Automobile Dealers Association, said on behalf of the circulation association that he would pay close attention to the possible adverse effects of Audi and SAIC on Audi dealers, and solemnly appealed to Audi to have a fruitful dialogue with dealers and resolve the two sides through dialogue. Disagreement and achieve a win-win situation.
In fact, on November 21st, Audi China dealers and Dr. Feng Derui, the director of Audi Germany, held a closed communication meeting in Foshan. According to the information disclosed by the circulation association, at the meeting, representatives of the Audi dealers proposed the following three points:
1. Before December 1st, Audi made a clear and satisfactory reply on how to protect the rights and interests of Audi dealers. Otherwise, Audi dealers will stop picking up cars from manufacturers.
2. If you fail to get a clear and satisfactory response before December 1, Audi dealers will organize a Chinese and foreign press conference to publicize the contradiction between Audi and the dealer and reserve the right to litigation.
3, FAW-Volkswagen Audi sales division based on unrealistic sales targets misleading dealer investors to build a large number of sales outlets, resulting in a large loss of dealers, FAW-Volkswagen Audi sales division should compensate dealers for losses.
According to other media reports, the amount of compensation required by dealers is about 20 billion yuan. However, news from multiple sources shows that this direct face-to-face communication did not have any positive progress, but further detonated the anger of Chinese Audi dealers.
Today, President Shen Jinjun clearly stated three requirements to Audi on behalf of the circulation association:
First of all, "Assuming that the Chinese auto market has entered a new normal of steady growth and fierce competition in the luxury car market, Audi should reassess its expectations for the Chinese luxury car market and the reasonable market share of the Audi brand, and on this basis, downgrade Sales target in the Chinese market.
Secondly, Audi should increase the launch of new models in the Chinese market, enhance product strength, and at the same time strengthen brand building to curb the current slowdown in growth.
Finally, in order to maintain the legitimate rights and interests of dealers, improve the dealer's operating conditions, and build a harmonious relationship with manufacturers, Audi must reasonably control the scale and speed of sales network. At the same time, strengthen dialogue with dealers to fully protect dealers' right to know and participate. â€
The attitudes represented by these three requirements are very clear: the circulation association believes that Audi should improve the survival status of dealers by reducing sales targets, introducing new products and strengthening brand building, rather than blindly expanding channels through cooperation with SAIC. The industry believes that the latter may solve the increasing sales pressure of Audi in a short time, but the destruction of the existing dealer system is devastating.
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