Audi sold 10,577 units of A6L in China in July, a decrease of 15.8 percent year-on-year, according to data from the National Passenger Cars Association. Since its launch on Jan 1, 2000, the A6L had been China's sales champion for 150 months, until last month. The BMW 5 series, a major competitor, sold 11,563 units, 25.3 percent more than a year earlier.

In the national official cars market, Audi A6L is regarded as the choice for leaders. In recent years, Audi struggled to shake that label, but the results are mixed.

With changes in the official cars market, Red Flag's passenger vehicle is emerging as the new favorite. Red Flag H7 launched in Beijing on May 30, positioning itself as the top administrative official car. Executives at ministries and commissions may shift to the Red Flag H7 as their official cars.

Although Audi has made some adjustments to remain the champion in sales, the negative result can't be reversed. Audi cannot always be the victorious general in the battleground of marketing. Facing such a difficult situation without any remedy may be worse than losing its sales champion title.