Project shelved,team disbanded? Audi's "rejoint venture" returns to be rational

2017年07月03日 07:04   来源:中国经济网   

项目组解散、项目搁置?奥迪“再合资”回归理性

Project shelved,team disbanded? Audi's "rejoint venture" returns to be rational

  综合各方信息,沸沸扬扬近250天的奥迪“再合资”事件,至此已经基本宣告阶段性“搁浅”。

  According to the information of all parties , Audi’s “rejoint venture” seems to be “stranded” ,witch been in the air for almost 250 days.

  “搁浅”实际上是在“5.19协议”签署后就确定了。当时,被奥迪全球市场和销售董事冯德睿称为“最大的收获”并夸夸其谈的所谓:“一大理念是建立一个统一的销售公司”,即“奥迪进口车、上汽奥迪、一汽奥迪都将在一个共同的网络渠道内进行销售”,要么是奥迪方面异想天开的意淫,要么是签字各方逼退“再合资”中方的托词。因此,就这一谈判结果,无论从“再合资”的时间节点、各方条件,甚至公司内部结构来看,某一方如果再继续贸然推进,都显得徒劳。而项目组解散、项目搁置背后是否还有更多、更重要的变动,也许是更应当引起注意的。

  The "grounding" was actually confirmed after the signing of the 5.19 agreement. At that time, whitch has been called "the biggest harvest" by Audi global marketing and sales Dietmar Voggenreiter is so-called: "a great idea is to create a unified sales company", that is "Audi Imports, Saic Audi, Faw Audi will be in a common channels for sales", it should be Audi’s whimsical idea, or a excuse to fend off the Chinese joint venture. Therefore, the outcome of this negotiation seems to be futile if one side continues to push forward , no matter from the time node of the "rejoint venture", the conditions of each side, and even the internal structure of the company. But there are more important changes in the project team dissolving and project shelving, to pay more attention to.

  在向上汽大众内部人士求证中,中国经济网汽车频道也获得了肯定的答复,称“具体细节不了解,项目组是解散了”。另据中国经济网记者了解,所谓的“项目组”或“项目筹备组”并不算是正式部门或公司结构的组成部分,而是由上汽大众方面抽调部分人员,做框架性规划,为可能到来的合资项目做准备;至于是否撤销,上汽大众公司内部未发布正式公告,“说成是项目组搁置更为贴切”,上海大众内部人士认为。

  In the process of proving to a Saic Volkswagen insiders, the Auto Channel of China Economic Net also received a positive response, saying that "details are not understood and the project team is disbanded". And according to the comprehending by the reporter of China Economic Net, the so-called "project team" is not a formal part of the department or company structure , it’s for a possible preparation for the arrival of the joint venture and the members are transferred by saic Volkswagen , which is to draw up a framework. As to the project team has been dropped or not , Saic Volkswagen has not issued a formal announcement, and, "it is more appropriate to say that the project is on hold," according to the internal representation.

  综合各方信息来看,沸沸扬扬近250天的奥迪“再合资”,至此已经基本宣告阶段性“搁浅”。奥迪“再合资”事件自去年10月底被曝光,涉事各方历经多轮艰苦谈判,最终就“一个销售公司和一个网络”的发展模式达成共识。从谈判结果来看,无论从“再合资”的时间节点、各方条件,甚至公司内部结构来看,某一方如果再继续贸然推进,都显得徒劳。而项目组解散、项目搁置背后是否还有更多、更重要的变动,尤其应当引起注意。

  According to the information of all parties , Audi’s “rejoint venture” seems to be “stranded” ,witch been in the air for almost 250 days. The Audi “rejoint venture” incident came to light in late October of last year, after several rounds of hard negotiations, culminating in a consensus on the development model of "one sales company and one network". In terms of the outcome of this negotiation, it seems to be futile if one side continues to push forward , no matter from the time node of the "rejoint venture", the conditions of each side, and even the internal structure of the company. But there are more important changes in the project team dissolving and project shelving, to pay more attention to.

    On May 19, Audi, Faw Group, Faw Audi and Audi Dealers Association signed an agreement

  5月19日,奥迪、一汽奥迪、一汽集团、奥迪经销商联会在北京签署涵盖此前“三亚声明”所有要点的未来“一个销售公司和一个网络”的协议:1、各方努力确保2022年实现销量90万辆。2、第三方不早于2022年1月在中国销售。3、在中国一个销售公司管理经销商网络,将由该销售公司定义网络标准,现有奥迪经销商都将获得该销售公司授权。4、奥迪公司未来在中国销售和服务的产品全部在当前的一汽-大众奥迪经销商在现有有展厅和服务区域提供销售和服务。

  On May 19, Audi, Faw Group, Faw Audi and Audi Dealers Association signed an agreement about the coming "one sales company and one network" in Beijing, which contains all the points of "sanya declaration":

  1.All efforts to ensure achieve sales of 900,000 vehicles in 2022;

  2.The third party couldn't start selling till January 2022;

  3.In China, a sales company will manage the network of dealers, which will define the network standard by the sales company, and the existing audi dealers will be authorized by the sales company;

  4.All of Audi's future sales and services in China will be in the existing exhibition halls and service areas of the current Faw-Volkswagen Audi’s dealership.

  如果梳理一下“奥迪再合资”事件中的绝对主角——奥迪,不难发现,短短几个月时间,既丢掉了中国高档车市场销量冠军的招牌(今年1-5月份,累计销量排名位于奔驰、宝马之后),又引得经销商体系怨声载道,甚至招致一汽和上汽两个合作伙伴的信任危机,而对其品牌美誉度也造成伤害,真可谓“偷鸡不成蚀把米”。

  If you look at Audi, who is the absolute protagonist of Audi “rejoint venture” event, it's not hard to find, just a few months time, they not only lost the champion signs in China's premium car market (the first five months this year, Audi's cumulative sales rank is behind Benz and BMW), but also made the dealer system full of complaints, and even caused distrust of Faw and Saic, all of that deal damage to its brand reputation, it has been a real " go for wool and come home shorn ".

    相关阅读:

    项目组解散、项目搁置?奥迪“再合资”回归理性

(责任编辑:郭涛)

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