Just as the coin has the positive and negative side, Audi, which has been selling well in China, has recently encountered a challenge. This challenge is not from competitors such as BMW and Mercedes, but from itself. In the Audi owners forums around the world, there are problems with the owners reacting to LED lights. Many LED lights are not faulty, and it is still difficult to get repairs, which makes many car owners angry.
The 2009 Audi A6 and A4 are generally equipped with LED lights, which was originally a plus item for attracting consumers. Now it has become a problem that FAW-Audi's business unit has scratched. The rapid increase in production and sales is bringing new problems to Audi.
LED lights frequently appear in Beijing, Shandong, Guangzhou, Chongqing, Tianjin and other places in the Audi owners forum, can see the LED lights failure posts, and the faulty car is mostly 2009 A6.
A Tianjin car owner named Zhang Jinyao said that his Audi A6 had been bought for less than three months, and the LED lights on the left headlights were broken. Another Beijing user named Xie changed the LED lights three times in eight months. "I bought the A6 at the beginning of the year. In April, the left headlight LED light did not light up and changed the headlights; in August, I found that the LED light of the right headlight did not light up, and waited for about half a month to change the headlights to the 4S shop. When I saw the door of the 4S shop, I wanted to see how it was repaired. I found that the right side was repaired, and the LED on the left did not light up. I waited for more than 2 months to fix it.” The owner said that it is hard to imagine such a thing happening. On the Audi body.
In the Audi owners forum on the Internet, there are many posts that reflect LED lamp failures. Not long ago, Beijing traffic radio "Car World" program collected cases of Audi LED light failure, and received 36 cases within one day.
There is no public statement about why LED headlights are prone to failure. The dealers have different opinions. A Beijing dealer said that this was due to improper user operation. But this explanation has been refuted by users.
A southern Audi dealer cautiously stated that the manufacturer had already made an internal notice on the matter, saying that there was a problem with the quality of the parts and asked the dealer not to accept an interview on the matter.
What makes the car owners most dissatisfied is not the failure, but the failure to get repairs after the failure. The reporter learned from the Beijing Audi dealer that due to the lack of spare parts, it is now at least 2 months to replace the LED lights. Tianjin car advocated Jin Yao, and waited for about 5 months to repair the broken LED lights. “At the beginning, the 4S shop said that the accessories were out of stock, let the notice wait, waiting for the news, there was no news. I chased them and asked them several times. After waiting for 5 months, I finally repaired it. Just a lamp, I have to wait so long.”
The long waiting time for repairs has already caused the dissatisfaction of the owner. A Lin surnamed Beijing user said with some anger that after seeing so many people on the Internet reacting to the problem of LED lights, he is not prepared to repair the broken LED lights on his car. It is. “Every night I have to do a free advertisement for Audi, let everyone see the one-eyed lights that shine.”
There are more car owners worried about what to do after the warranty period. Up to now, FAW-Volkswagen-Audi has not made a public response to this matter. Before the reporter made a press, he called the number of people in charge of FAW-Volkswagen's business department. No one explained this.
Speed crisis In the first 11 months of this year, Audi continued to achieve rapid growth in the Chinese market, selling a total of 139,872 vehicles, an increase of 29%. Although the growth rate is lower than competitors such as BMW and Mercedes-Benz, Audi has already passed the 100,000 mark. Its annual sales exceed the combined sales of BMW and Mercedes-Benz in China.
At present, the localization rate of Audi products is much higher than that of BMW and Mercedes-Benz. The higher localization rate leads to faster market response and more competitive prices, which are regarded as the magic weapon for Audi's success in the Chinese market.
With the completion of the Audi II plant not long ago, Audi is preparing to move towards an annual output of 200,000 units. However, the rapid development of many years has also challenged Audi's system capabilities.
In the interview, some old Audi users said that the current Audi car has fewer problems than before.
"The Audi car we bought this year is not only a problem with LED lights, but also other minor problems. I have bought it for less than 1 year and have already claimed 5 times. There are other problems in skylights, ABS sensors, etc. Two cars we bought before. Audi, the localization rate is not so high, but there are few minor problems," said Xie Desheng of Beijing.
“In these years, Audi has maintained rapid growth in China, but the rapid growth has also challenged Audi's procurement management, quality control, after-sales service and other system capabilities. Especially in recent years, Audi's annual sales are 10 More than 10,000 vehicles, how to maintain rapid growth in production and sales, prices continue to explore while maintaining the high quality as always, whether all aspects of system management capabilities can keep up, this is the challenge of the best-selling champion." An industry analyst said.
