奥迪与投资人达成共识上汽奥迪合作被推迟

桑之未 汽车流通行业分析师 中国汽车流通协会专家委员会成员

  2017年3月28日，奥迪全球市场和销售董事冯德睿、一汽集团公司党委副书记、副总经理秦焕明与奥迪经销商联会12名副会长在北京举行会谈。双方围绕着《三亚声明》的五点诉求进行了磋商，其中就上汽奥迪合作重启时间，未来销售渠道设立，经销商过去三年的经营亏损补偿等问题双方达成了部分共识。

《三亚声明》第一条“一汽奥迪经销商愿意携手与奥迪共同实现2020战略100万辆销售目标，在目标达成之后，不反对奥迪评估和探讨在中国选择新的合作伙伴及建立新的销售网络。”关于这一条三方都同意，由此前100万辆调整到90万辆后，再开启与上汽合作，未来上汽奥迪与一汽奥迪渠道、销售并网，只有一个网络渠道销售奥迪产品。

  关于《三亚声明》第二条、第三条经销商经营三年亏损280亿，以及经销商需要裸车销售利润MSRP 3%维持经销店日常运营，奥迪方面只同意补偿2个点，并包含去年已经补偿的1个点，双方现场没有达成共识，延期再谈，双方预期差距大约在40-60亿左右。在未来商务政策方面，奥迪认可经销商投资人要求参照BBA商务标准，制定合理商务政策的诉求，在具体的点位上，经销商投资人要求不低于均值5个点，奥迪方面坚持税前2个点，双方就这个话题，会继续谈判。

 虽然具体细节双方有分歧，但大的方向、框架三方都已有共识。此事之所以能推进神速，源于上汽奥迪合作事件已经对奥迪在华以及全球市场产生极大的影响，奥迪1-2月份全球累计销量249,100辆，同比增-7.7%，奥迪1-2月在华累计销量67,336辆，同比增-31.5%，同期奔驰1-2月在华累计销量95,076辆同比增31.5%；宝马累计销量为92,045辆同比增14.7%；奥迪在华市场份额迅速被奔驰、宝马以及凯迪拉克、雷克萨斯、沃尔沃等二线豪华品牌分食。日内瓦车展期间，笔者委托彭博社欧洲记者就奥迪在华销量下滑等问题询问冯德睿，冯德睿承认中国1-3月销量下滑是受上汽奥迪事件影响，但后几个月会追回损失的销量，冯德睿这个表态向外界暗示，奥迪已经有预案解决此事。

 3月24日奥迪集团管理董事会主席鲁伯特·施泰德飞赴长春，同一汽集团董事长徐平等一汽高管会商，就上汽奥迪合作事宜以及奥迪经销商提出的《三亚声明》双方交换意见。此前3月上旬，奥迪全球市场和销售董事冯德睿乘专机飞赴长春，与一汽集团公司党委副书记、副总经理秦焕明两人密谈一天后，返回德国。双方高层两次会面，也为此事的发展奠定了基础。

 3月28日，奥迪北京会谈可以说是具有标志性意义的。从2016年11月20日笔者首发奥迪牵手上汽建立第二家合资公司开始，沸沸扬扬延续了4个月之久的上汽奥迪事件，终以奥迪在华销量达90万辆后再重启，这一明确表态画上了句号。奥迪经销商投资人居中起到重要作用，并维护了自己的利益。虽然谈判细节尚存分歧，大事尘埃落定。

Audi and Chinese Investors Reconciled afterSAIC Deal Conditions Reset

(March 28, 2017) A three-party meetingbetween Audi''s global sales and marketing chief Dietmar Voggenreiter, FEA Groupdeputy general manager Qin Huanming and 12 representatives from Audi dealerswas held in Beijing today, ending up with some consensus on Audi''s partnershipwith SAIC, network planning for the new venture, and compensation to existingFAW-Audi dealers.

Audi dealers were originally against thepartnership with SAIC, mandating a 1-million annual national sales target asprecondition to to start the new joint venture which they believed could dilutetheir vested interests. The dealers now agree to lower the target to 900,000units after the meeting, whereas Audi promised all the new models produced outof the Audi-SAIC joint venture will be sold via the current FAW-Audi dealernetwork only.

Meanwhile, the parties remain at odds onthe compensation for dealers'' operational losses. The dealers claimed a loss ofRMB 28 billion in the past three years and demanded a compensation equivalentto 3% of MSRP, while Audi counter-proposed 2% including the compensation madelast year. The gap amounts to RMB 4-6 billion. They will continue to negotiateon this point.

Despite the divergences, the three parties have reached consensus on general directions. The progress was made at a time Audi''s global marlet performance had been affected by the incident in China. In the first two months this year, Audi sold 249,100 cars worldwide, down 7.7% year on year. Its sold 67,336 cars in China in Jan-Feb, a plunge of 31.5% from same period last year. In contrast, Mercedes sales in China jumped 31.5% and BMW 14.7%, while tier-2 players like Cadillac, Lexus and Volvo are aggressively eating up into Audi''s market share. At the Geneva Motor Show, Dietmar Voggenreiter admitted to the media that the sales debacle was partly a result of the SAIC issue, and Audi will come back in the coming months. His words hinted that Audi may have considered a solution at that time.

In the past weeks Audi''s top executives had intensive discussions with Chinese partners, making a positive preparation for settlement of the situation.

The Beijing meeting today was a milestone, ending up a 4-month wrestling on Audi''s plan to build 2nd joint venture in China. Audi''s Chinese dealers managed to protect their own interests. Despite lingering divergence over some details, the dust has settled.

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