In 2025, China’s luxury car market continued to slow, with intensifying competition and overall growth stagnation. Amid this challenging environment, FAW-Audi reached a major milestone: the brand officially entered the era of 10 million users. This achievement marks both a benchmark in Sino-German industrial cooperation and a reflection of the high-quality development of China’s premium automotive market.

According to FAW-Audi Sales Co., Ltd. Executive Vice General Manager Guo Yongfeng, the past year was one of the most difficult for luxury brands. The overall luxury car market declined by 2.8%, while the premium internal combustion engine segment dropped by 11.3%. “Despite such pressure, FAW-Audi withstood the downturn and contributed more than 93% of the Audi brand’s sales in China, helping Audi return to the No.1 position in the luxury market after seven years,” he said.

Reaching the 10-million-user milestone further reinforces the brand’s positioning as a symbol of quality and trust. China remains Audi’s largest single market globally, presenting both opportunities and challenges. FAW-Audi believes that with leadership in brand development, product technology, customer experience, and ecosystem responsibility, opportunities outweigh risks.

In 2025, FAW-Audi further optimized its product portfolio, delivering strong performance in core models while launching multiple strategic new products.

The fuel vehicle business remained a stable foundation, regaining the No.1 market share position after six years. The A6L achieved 172,000 units in annual sales, retaining its position as the best-selling C-segment luxury sedan, while the Q5L recorded 140,000 units, leading the B-segment luxury SUV category. The A5L delivered 25,000 units, successfully expanding into a new product segment.

Meanwhile, the new energy business, though still in an early stage, demonstrated strong growth momentum and has become a key future growth driver.

In 2025, FAW-Audi launched its “Oil-Electric Dual Intelligence” strategy, built on the PPC luxury combustion platform and PPE luxury electric platform. Both platforms are powered by Audi’s latest E3 1.2 electronic architecture and developed in collaboration with Huawei, enabling intelligent integration across both fuel and electric vehicles.

Key launches include the FAW-Audi A5L—globally the first fuel vehicle equipped with Huawei’s intelligent driving system—and the Audi Q6L e-tron family based on the PPE platform. This dual-track strategy breaks the traditional barrier that limits intelligent features to electric vehicles, ensuring both fuel and electric users benefit from advanced smart mobility experiences.

To support product innovation, FAW-Audi has also undergone major marketing system transformation. More than 75% of organizational structures were optimized, 80% of personnel roles adjusted, and 37% of processes restructured to achieve a flatter, user-centered operating model.

The company now operates nearly 600 dealerships across more than 240 cities in China, achieving full coverage of Tier 1–3 cities. Over 90% of dealer partners have cooperated for more than two years, ensuring stable and high-quality service delivery. Through its “1+N” channel strategy, FAW-Audi is expanding deeper into lower-tier markets, adding coverage in 28 new cities and counties in 2025 alone.

Digital channels have also become a key customer touchpoint, improving accessibility and enabling a more integrated user experience across mobility, lifestyle, and ownership services.

Service value has become a critical pillar of brand competitiveness. Through the upgraded “Audi Excellent Service Plus” system, FAW-Audi has implemented eight service commitments and established a dedicated customer care fund. These efforts earned the brand top ranking in the 2025 China Automotive Customer Satisfaction Index (CACSI) for luxury fuel vehicle sales service.

In an increasingly price-driven market, FAW-Audi differentiates itself by strengthening value through service quality rather than price competition.

With 38 years of presence in China, FAW-Audi has developed deep insights into local luxury consumer needs. Combining global technology with localized adaptation, the company has built a dual-advantage system in both product and service, forming a strong competitive moat.

With a user base of 10 million customers, FAW-Audi has also established a powerful brand ecosystem driven by word-of-mouth and community trust, further strengthening its resilience against market volatility.

Entering 2026, the first year of China’s 15th Five-Year Plan, FAW-Audi is shifting from scale expansion to value-driven development. The company has defined four strategic priorities: brand leadership, product leadership, customer experience leadership, and ecosystem responsibility leadership.

At the core, this strategy represents a structural transformation—from volume growth to comprehensive value enhancement across technology, brand, experience, and sustainability.

FAW-Audi will reinforce its position as China’s leading luxury car brand while entering Formula 1 racing, marking a major global brand milestone. The company plans to create integrated online and offline F1-themed experiences, including track events and city activations, to strengthen its performance luxury positioning and engage younger premium consumers.

2026 will also be a major product renewal year, covering both domestic and imported models, as well as fuel and electric vehicles. Key launches include the new A6L, Q5L, A6L e-tron, and a full Q-series renewal.

The company will deepen collaboration with partners such as Huawei and CATL, focusing on localized intelligent driving systems and smart cockpit technologies tailored to Chinese road conditions and user expectations.

On the channel side, FAW-Audi will focus on stable expansion and high-quality partnerships, extending its network into lower-tier cities while improving service accessibility across the entire ownership journey.

FAW-Audi is also upgrading its customer experience system under the “Authentic Care” framework, covering the full lifecycle of car ownership. The company is introducing intelligent driving experience centers integrated with existing dealerships, enabling users to experience advanced technologies firsthand in immersive environments.

This transformation bridges the gap between technical specifications and real-world user experience, strengthening trust and brand engagement.

FAW-Audi’s development path—rooted in localization, innovation, and user-centric transformation—offers a reference model for joint-venture brands navigating the shift toward intelligent mobility.

From 10 million users to a value-driven strategy, every step of FAW-Audi’s transformation reflects alignment with market trends and customer needs.

With its four-leadership strategy and three core operational pillars, FAW-Audi is moving beyond price competition and building a sustainable competitive advantage based on technology, service, and experience.

In 2026, the company aims not only to achieve high-quality growth but also to lead the luxury automotive industry into a new era defined by value competition.