Original title:Audi plans to lay off nearly 10,000 people, and the road to electrified transformation is "blocked and difficult"?

Source: Gelong Hui

Recently, according to Bloomberg,AudiThe plan is toBy 2025,German employees cut by about 15%And streamline two major factories in Germany以Pass throughEconomize6 billion eurosOperation ofThe cost comes smoothly.Electrified transformationAnd helps to ensure that the company's operating sales return is in the long-term target range of 9.0% to 11.0%.

It is worth noting that in March this year, Audi helped its electric transformation through measures such as layoffs and cost reduction, and it was expected that the large car companies led by Audi chose to size up the situation.Obviously, under the cold winter of the car market, the days of car companies are not going well, and the high labor costs may hinder the trend direction of the new era of transformation, and the electrification process characterized by digitalization and intelligence must be a benign opportunity.。

In fact, reviewing the recent situation, we can find that Audi's business situation is facing more severe market challenges.

Judging from the key data,Due toThe decline in sales andFocus onThe field of autopilot and motorization of vehicle modelsIn terms ofCostPut inImprove，In fiscal year 2018, Audi brand sales revenue was 59.248 billion euros, compared withIn the same period last year (59.789 billion euros) has declinedOperating profit before deducting special project expenses was 4.705 billion eurosCompared with the same period last year (50.58亿Euro)Decreased by 6.97%And its operating return in fiscal 2018 was 7.9%, down 0.6 percentage points from the same period last year. Meanwhile,Audi delivered 1.8125 million vehicles worldwide in 2018, down 3.5% from the same period last year.，Basically, Audi did not meet its previous profit forecast.。

According to the latest financial report, Audi achieved revenue of 41.3 billion euros in the first three quarters of 2019, down 6.8% from the same period last year.但Operating profit was 3.239 billion euros, an increase of 12.8% over the same period last year.In the first three quarters of this year, its operating and sales profit margin was 7.8%, pre-tax profit was 3.668 billion euros, and net cash flow was 32.71%, an increase over the same period last year. However, it should be noted that at present, Audi's sales growth is not optimistic. Global sales in the first 10 months of 2019 are 1.51 million vehicles, down 1.2% from the same period last year.Although the dissatisfaction of Audi's sales can be said to be in a reasonable range due to the influence of the overall environment, there is still something to be noted in terms of overall development.。

And the reasons for the emergence of signs of rejuvenation.It is mainly based on the fact that it has targeted several trends in the current market, and then grasped certain opportunities, bringing positive signals to its own development.Obviously, electrification is one of the important innovation points.

As we all know, in 2018, the sales volume of China's automobile market ended 28 years of positive growth, the growth rate encountered a slowdown bottleneck, and even continued to decline, and thisTo some extent, it means that the car market has reached the growth ceiling, and then began to turn to the development of the stock market.In the new era, the outbreak of new energy vehicles in the subdivided field is nothing new.

Judging from the market situation, the production and sales of new energy vehicles completed 95000 and 75000 respectively in October 2019, down 35.4% and 45.6% respectively compared with the same period last year; and in the first 10 months of this year, the production and sales of new energy vehicles were 983000 and 947000 respectively, the growth rate dropped to 11.7% and 10.2% respectively, obviouslyDue toSubsidized slope retreatThe impact is greater.New energy industryThe chain is still in a period of turbulent adjustment, but it has to be said that the blue ocean potential of this market still exists.Emission policyIt is becoming more and more strict, which is why Audi continues to invest in electrification.。

At the same time, while announcing labor cost cuts, Audi may create 2000 new jobs to enhance its advantage in the electrified transformation, and plans to spend about 14 billion euros on electric travel, digital and high-level self-driving by the end of 2023, and plans to launch more than 30 electric models in 2025. Of these, 20 are pure electric models (electric models are expected to account for about 40% of its total global sales at that time).

In addition, it is worth noting that in addition to the above measures, Audi is currently in talks with BYD to make it one of its own battery suppliers for high-end models based on the PPE (Premium Platform Electric) platform jointly developed by Audi and Porsche, and that Audi will either take a stake in BYD's battery business unit or form a joint venture. At present, Audi's pure electric car products are in cooperation with the Ningde era, soThis negotiation measure may also be aimed at reducing theDependence of a single supplierSexual risk, after all, is more advanced.Battery technologyIt is expected that it will be more beneficial to the development of such large car companies and can further enhance their competitive advantage.2021年在ChinaMarketAudi或Nine new energy models will be launched, more than half of which are pure electric models。

In addition, the potential of luxury cars as a segment of the market is also worthy of attention, after all, as models led by low-end products fall into growth difficulties.Under the upgrading of consumption, as people's demand for cars is becoming more and more diversified, middle and high-end products begin to encounter their own starting point and develop better under the stimulation of demand.。

Judging from the market situation, the sales volume of China's luxury car market reached 2.61 million in 2017, an increase of 17% over the same period last year. In 2018, the sales volume of China's luxury car market reached 2.82 million, an increase of 8% over the same period last year, but under the influence of the macro environment, the growth rate slowed down somewhat. However, there is still a relatively broad room for improvement in the penetration rate of this category in our country.It should be noted that this series of products may also be available inAll the new models have been put into operation.After entering the bottom of the business cycle, there may be obvious fluctuations in related sales, which will, to a certain extent, affect the premium car market.Mercedes Benz, BMW, AudiThe leading enterprise brings a certain impact.。

Conclusion:

Based on the above, we can see that the reason why Audi has taken the measure of laying off staff and reducing costs is to promote itself to embark on the process of electrification as soon as possible. After all, this direction as a whole has a more obvious positive prospect, but at present, the transformation of Audi layout actually started relatively late, how to ensure the steady transformation of performance fluctuations in a reasonable range. How to continue to target the target market to meet the needs of the market is still a difficult problem for car companies, including Audi.Therefore, car companies led by Audi should constantly optimize the product matrix, adjust production and marketing plans and vehicle layout according to different market trends, and continue to strengthen effective cooperation with superior enterprises to enhance their own market competition value.

However, it is important to note thatBecause at presentElectricThe development of the chemical process is limited because the relevant technology is still in the exploratory period, and the cooling of the new energy and other markets by the relevant policies is also worthy of attention, coupled with the fact that the general environment of the car market has not yet recovered. Market investors should be cautiously optimistic about this trend and pay attention to the actions of leading enterprises.。