内外交困 奥迪股份在华都做了什么？

With internal and external stresses, what efforts has audi made in China?

　　如此巨大的反差，让人有足够的理由质疑“中国的奥迪”，与“全球的奥迪”是不是同一个奥迪？或者说，我们在全球市场看到的是不是一个“假奥迪”？

　　such a huge contrast between the operating conditions of "audi in China" and "audi worldwide"，which leads people to a reasonable doubt: "Are they the same audi? Or is what we are seeing in the global market a 'fake one'?"　　

　　奥迪在中国市场之所以被奔驰、宝马迎头赶上，问题还是出在奥迪股份自身，甚至可以说是“自毁长城”。

　　The reason why Audi is caught up with Mercedes-Benz and BMW in Chinese market lies in Audi AG itself. Or it even might be said Audi AG destroyed its own business.　　

　　在总体下行的大市之下，高档车市场的竞争力度、复杂程度远非以往。奥迪在华发展亟需奥迪股份从战略到战术，从品牌到资源，从气势到阵仗……所给予的强有力支持，进而在下一个30年继续领先。

　　Under the overall market downturn, the competitiveness and complexity of the luxury car market is far from the past. From strategy to tactics, from branding to resources, from momentum to spectacle, Audi’s development in China urgently needs backup from Audi AG, so as to continually play the leading role in next 30 years.　　

　　营业收入下滑；营业利润下降；销售回报率下滑……这就是日前发布的奥迪汽车股份公司年度财报给人留下的至深印象。

　　Operating revenues declined; operating profits declined; return on sales declined... This is the deepest impression of the annual report recently released by Audi AG left on us.

　　与之截然相反，在中国市场，奥迪已然领跑高档车市场30年，早期更是一度独占这一市场，是实实在在的高档车第一品牌。如此巨大的反差，让人有足够的理由质疑“中国的奥迪”，与“全球的奥迪”是不是同一个奥迪？或者说，我们在全球市场看到的是不是一个“假奥迪”？

　　On the contrary, Audi has been dominating Chinese luxury car market for three decades. In the early stage, it once monopolized the market and truly won the first place of luxury car brand. such a huge contrast between the operating conditions of "audi in China" and "audi worldwide"，which leads people to a reasonable doubt: "Are they the same audi? Or is what we are seeing in the global market a 'fake one'?"　　

　　过去的一年，作为全球最大的单一市场，同样也是在总体市场增长乏力、细分市场竞争加剧、总部不断传出负面消息的不利环境下，一汽-大众奥迪在中国市场为奥迪在全球的销量贡献率高达36.58%。但是，这种情形能否持久？2019年开年，中国高档车市场也许正在做出一种不利于奥迪的回答。

　　In the past year, as the largest single market in the world, FAW-Volkswagen Audi has contributed 36.58% to Audi's global sales in Chinese market under the unfavorable circumstances of weak overall market growth, intensified market competition in subdivision and continuous negative news from headquarters. However, how long will this last? In the year of 2019, maybe China’s luxury car market is marking a negative response to Audi.　　

　　奥迪在中国市场之所以被奔驰、宝马迎头赶上，问题还是出在奥迪股份自身，甚至可以说是“自毁长城”。

　　The reason why Audi is caught up with Mercedes-Benz and BMW in Chinese market lies in Audi AG itself. Or it even might be said that Audi AG destroyed its own business.

　　2016年11月，奥迪股份因计划在华引入第二个合作伙伴，引发一汽-大众奥迪经销商强烈反弹，一场沸沸扬扬的“再合资”持续近250天，之后两年多时间结果也不甚明朗，带给奥迪在中国市场无法估量的损失。也正是从此时开始，奥迪在中国市场的领先优势被一步步缩小，奔驰、宝马凭借强大的品牌影响力和更丰富的车型后来居上。

　　In November 2016, Audi AG’s plan to bring in the second partner to China triggered a strong rebound in FAW-Volkswagen Audi dealers. Lasting for nearly 250 days, the “re-joint venture “left unclear result, and brought inestimable losses to Audi in Chinese market in next two years. Audi’s leading edge gradually narrowed, while being surpassed by Mercedes-Benz and BMW with strong brand influence and richer models from then on.　　

　　在刚刚结束的奥迪股份公司年会上，虽然CEO伯蓝·绍特在介绍今年五大工作要点时，仍将“强化中国市场”摆在第一位，但从全球高档车市场的头部竞争态势看，在追赶奔驰、宝马的路上，奥迪股份已经明显“力不从心”。反倒是奔驰、宝马两大强硬对手频频携手，动作惊人。

　　At the just-concluded annual conference of Audi AG, CEO Bram Schot still put "strengthening the Chinese market" in the first place when stressing five key points for this year. However, from the competitive state of the global luxury car market, chasing Mercedes-Benz and BMW is far exceeded Audi AG’s ability. Instead, Audi’s two tough opponents frequently joint hands and make amazing moves.

Audi AG CEO Bram Schot　　

　　在中国市场方面，宝马、奔驰最高管理层频繁到访，拜会领导人、出席各种活动，让人们真切感受到对中国市场的高度重视。2019年一个季度已然过去，奥迪股份又对中国市场做了些什么呢？

　　In terms of Chinese market, the top management of BMW and Mercedes-Benz frequently visited China, called on leaders and attended various activities, leaving a impression of attaching great importance to Chinese market. However, as the first quarter of 2019 passed by, what efforts has audi made in China?　　

　　受反反复复的所谓“再合资”等不利因素影响，过去两年，奥迪在华销量都是先抑后扬的“前半程乏力、后半程发力”。在总体下行的大市之下，高档车市场的竞争力度、复杂程度远非以往。因此，奥迪在华发展亟需奥迪股份从战略到战术，从品牌到资源，从气势到阵仗……所给予的强有力支持，进而在下一个30年继续领先。

　　During the past two years, due to the repeated so-called "re-joint ventures" and other unfavorable factors, Audi's sales in China have been sluggish in the first half and improved in the second half. Under the overall market downturn, the competitiveness and complexity of the luxury car market is far from the past. From strategy to tactics, from branding to resources, from momentum to spectacle, Audi’s development in China urgently needs backup from Audi AG, so as to continually play the leading role in next 30 years.（经济日报-中国经济网 文：郭涛/译：张懿）

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