Audi looks to drive ahead in challenging Chinese market

"Frankly speaking, customers in China are hard to delight as they are demanding and sensitive. They may even be angry just because our salespeople don't smile," he said.

Ge said the company would also create an "all-powerful" application to communicate with customers.

Michael Renz, the newly appointed general manager of the Audi sales division at FAW Volkswagen, said that customer demand in China changed a lot during the past 10 years.

"Customers now strive for more experience, future orientation, sustainability and safety. At the same time, they focus on fun, design and lifestyle," he said.

He added that there was promising potential growth in the Chinese market as premium car sales account for only 9.4 percent of the overall passenger vehicle market, much lower than 20 percent or more in the mature markets of Europe.

FAW Volkswagen, which has plants in Changchun in the northeast, Chengdu in the west and Foshan in the south, now produces the Audi A6, A4, A3, Q5 and Q3 as well as a slew of Volkswagen models.

Last year, the joint venture sold 1.82 million cars. It aims to move 3 million cars annually by 2020.