Audi A6L and Key Models Slash Prices Amid Slumping China Sales and Leadership Shakeup

Audi A6L has recently seen significant price cuts in the Chinese market, with terminal discounts commonly exceeding RMB 160,000 and reaching as high as RMB 200,000 in some cities. The base model’s ex-factory price has dropped to around RMB 270,000—a decline of over 40%—marking the lowest level since the model was named A6L in 2005. Meanwhile, Audi has intensified promotions across its entire lineup: the Q3 40 TFSI mid-trim variant, with an official manufacturer's suggested retail price (MSRP) of RMB 275,800, is being sold for as low as RMB 131,800 in certain cities for inventory units—nearly half price. Similarly, the 2024 Q4 e-tron mid-trim model, originally priced at RMB 313,700, now carries a terminal price as low as RMB 157,900, representing a discount of more than 50%. Audi’s three-year residual value ratio has fallen to 49.8%, making it the only brand among the German luxury trio (BBA—BMW, Benz, Audi) with a depreciation rate below 50%. In terms of sales performance, Audi delivered approximately 127,000 vehicles in China during the first quarter of 2026, down 12% year-over-year. Sales of the A6L declined by 32.8% year-to-date through April, while monthly deliveries of the A4L plummeted nearly 60%. The company attributed its declining performance to intensifying market competition, an unfavorable product portfolio, a global automotive market downturn, the expiration of domestic subsidy policies, and multiple key models being in transition between generations. On the management front, Audi China has experienced ongoing leadership instability in recent years, having appointed six different heads over the past decade—an average tenure of less than two years per executive. In 2025 alone, FAW Audi implemented several major personnel reshuffles, including changes to core roles such as General Manager of the Sales Company and Vice President of Sales and Marketing for Audi China. Additionally, SAIC Audi CEO Stefan Wenzel is set to step down on July 1, 2026.