Audi loses market share in China to BMW, Mercedes
China's tax incentive for small-car buyers did little good for Audi AG, as the German luxury brand's sales in that market fell 5.8 percent year on year in November to 49,519 units.
Although it remains China's top-selling luxury brand, Audi failed to keep pace with rival BMW AG, which reported a 3.2 percent sales increase last month to 41,090 vehicles.
In the luxury segment, the top gainer in November was China's No. 3 luxury brand, Mercedes-Benz, which recorded a 39 percent increase of deliveries to 36,313 vehicles.
In the first 11 months, Audi sales in China were down 1.1 percent to 510,692 units, while BMW and Mini deliveries rose 4.8 percent to 435,090 vehicles. While Mercedes remains China's No. 3 luxury brand, its sales for the year to date are up 33 percent to 335,688 vehicles.
Audi and BMW both are taking steps to regain momentum. At the Guangzhou auto show last month, BMW unveiled a four-door concept sedan that is likely to be badged as a 1 series model. The car would be aimed at young, affluent consumers.
Meanwhile, Audi is reaching out to affluent female consumers as its share of fleet sales to Chinese officials continues to decline. To do so, Audi has expanded the choice of colors and finishes, and it has advertised with fashion magazines such as Elle and Marie Claire.
During the Frankfurt auto show in September, company CEO Rupert Stadler declined to predict whether Audi would meet its annual sales target of 600,000 units. But he added: "We think after a period of consolidation we will see permanent growth in China. I'm more optimistic than others."
In the luxury segment, the top gainer in November was China's No. 3 luxury brand, Mercedes-Benz, which recorded a 39 percent increase of deliveries to 36,313 vehicles.
In the first 11 months, Audi sales in China were down 1.1 percent to 510,692 units, while BMW and Mini deliveries rose 4.8 percent to 435,090 vehicles. While Mercedes remains China's No. 3 luxury brand, its sales for the year to date are up 33 percent to 335,688 vehicles.
Audi and BMW both are taking steps to regain momentum. At the Guangzhou auto show last month, BMW unveiled a four-door concept sedan that is likely to be badged as a 1 series model. The car would be aimed at young, affluent consumers.
Meanwhile, Audi is reaching out to affluent female consumers as its share of fleet sales to Chinese officials continues to decline. To do so, Audi has expanded the choice of colors and finishes, and it has advertised with fashion magazines such as Elle and Marie Claire.
During the Frankfurt auto show in September, company CEO Rupert Stadler declined to predict whether Audi would meet its annual sales target of 600,000 units. But he added: "We think after a period of consolidation we will see permanent growth in China. I'm more optimistic than others."
