Audi Layouts Next Round, GE Shuwen Aims CRM

Last Wednesday, VW extends 3 senior managers’ tenure, which includes Colin, vice president of VW sales, Huntsman, CEO of VW China and Stadler, Audi CEO. All the above 3 are members of board of director.

Stadler has taken VW CEO position instead of Martin Winterkon since year 2007. Task of him aims 2 million cars sales up to year 2020, which shall exceed BMW as the largest luxury brand in the world.

Stadler takes his second term, which provides stable policy support to achieve top 1 saleglobally. It has already narrow the distance between Audi and BMW. Globallysales of Audi mount to 1.58 million cars, and BMW make 1.66 million cars.

Audi and BMW compete for the top one sale much stiff in the last April. According to official statistics, Audi is sold 149,050 cars around the world in April, which has increased 11.6% over the same period of last year. BMW remains top one sale, which hit the record high of 162,093 cars.However, growth of BMW is just less than half of Audi, which is only 4.3%.

However, in Chinese market, BMW take competition with Audi very stiff. Growth of BMW in Chinese market mounts to 25% over last year. Single month sales are 37,765. Growth of Audi is 16.5%, and single month sales of Audi are 44,727 cars. Distance of both brands is within 7 thousands.

At the beginning of this year, competition of luxury automobile segment is very stiff. Growth of Audi, which under adjustment of price and terminal channel, is week. Sales of some segment even exceeded by its opponents. Opponent threat comes from 2 years ago. How to face competition in the future? It is the top issue GE Shuwen, executive vice general manger of sales business unit of FAW- Audi, needs to face.

In April around Beijing Auto Exhibition, FAW- Audi has adjusted its middle level management deeply. As for sales region, except South Region, all the person in charge of Northeast Region, North Region and East Region etc. are adjusted. Meanwhile, departments include sales, marketing, public relationship etc. are changed as well. What noteworthy, it adds CRM department. CRM includes part of marketing, public relationship and networking function. LU Min, former director of public relationship, takes the position.