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China proved itself to be one of those hideously dangerous swords with two edges last year, as a sharp sales decline in January meant that Audi’s biggest market caused the automaker’s annual sales figures to drop by 1.1%.
That drop despite seeing double digit increases (yet again) in America and more moderate increases in Europe.
As sales continue to drop in China—they’re down 24% so far this year—Audi has to find ways of returning to growth there. Fortunately, the comapny’s head of sales, Dietmar Voggenreiter, feels the automaker is primed to do so.
“We see huge opportunities for the future in China, as the world’s leading market for sales, digitization and e-mobility,” said Voggenreiter. “We are preparing our business model for these opportunities and intend to take far-reaching, sustainable decisions with our partners. In so doing we are taking a challenging, yet important step.”
The good news for the automaker is that it’s performing reasonably well in most other important markets, especially America.