The acceleration of the era of automobile electrification has given many car companies the next "centennial test paper" about the automotive industry, the questions of this test paper seem simple, but it is not easy to really answer. Although the general direction of the car companies participating in the exam is the same, their understanding of electrification is very different. Compared with many new power brands and some luxury brands of "century-old stores" in the electrification of the question is biased to do "technology + luxury" or "luxury + electric" addition questions, and we are familiar with the four-ring brand answer method actually chose "luxury X electric", then what does this Audi student really think? Let's study the ideas of this luxury brand new energy high-quality student!
In the face of many strong players, how does Audi get a high score? Rely on these three skills, call the future!
In fact, in the face of the "centennial test paper" of electrification, all car companies are full of confidence and want to get high scores, because each has a set of strategies that are not simple. Since Audi dares to differ from most car companies' answers, it must have a good idea. Overall, the centennial Audi answer mainly focuses on three dimensions: "electrification strategy, electrification technology, and electrified products". You may think, is there any difference between this and the other? Similar to other car companies, just take a high score? That's what I want to know, so let's take a closer look at each one.
What is the difference in electrification strategy?
The next centenary of automobile electrification, customers are still supreme! Compared with the era of traditional fuel vehicles, customers' requirements for products will be based on travel scenarios, and choosing luxury cars to travel will truly become a way of life. Similarly, the quality requirements of customers for products will reach an unprecedented height. How to make good use of the luxury assets of the fuel vehicle era that has accumulated for a hundred years and achieve a comprehensive evolution of electricity needs to be answered seriously! And a century-old traditional luxury car company, the transformation is not so simple.
Although it has a hundred years of luxury, it does not do the seemingly simple addition of "luxury + electric" at the beginning, but redefines the concept of "electric X luxury", and evolves the essence of fuel luxury manufacturing accumulated over the past hundred years to the era of electrification, and finally lets customers feel the unique charm of Oakwood after a hundred years. In order to achieve this goal, Audi this classmate did the following customer "invisible" multiplication problem!
Multiplication question about manufacturing: Ashkenazi Seiko quality X Electrified manufacturing ecology = intelligent digital manufacturing system.
Whether it is the era of fuel vehicles that is about to pass, or the era of electrification that has arrived, customers need to manufacture sophisticated and high-quality automotive products. This requires broad-spectrum investment in the whole value chain, huge investment and advanced manufacturing ecology to support. This is precisely where the advantage of this senior student of Centennial Audi lies. In terms of investment, Audi will invest up to 35 billion euros in electrification-related fields by 2025. Among them, about 17 billion euros will be invested in technology and about 15 billion euros in electric and hybrid mobility, driving the development of Audi's global manufacturing industry.
R & D and manufacturing: Through the "Trinity" intelligent digital manufacturing system and digital lean manufacturing concept to build a domestic digital production base + digital battery factory, audi global collaborative research and development of the most advanced three-electric technology, electrical architecture, software ecology of the electrified model, through the German Seiko quality landed in China. In order to allow domestic customers to enjoy more respectful services, Audi provides a localized exclusive warranty, including exclusive battery safety test, exclusive full road condition road test, and exclusive luxury experience perception test. This is the idea that Audi students chose to do multiplication on the topic of car building.
Multiplication question on electrification platform: forward-looking technology accumulation X electrification technology system = high-end electric technology layout.
In addition to paying attention to the intelligent digital manufacturing system, customers have higher expectations for the technology that the senior engineer of Centennial Audi can provide than many new power car companies. In terms of technology, Audi is definitely an excellent Ashkenazi polytechnic man, multiplying on the platform with forward-looking technology. At present, Audi has a total of four major electrification platforms from entry to high performance, and is also the number of electrification platforms in the industry second to none, there is always a suitable one for you! Let's take a look at these four innovation platforms one by one.
MLB evo (vertical modular electric model platform): It is also a platform with strong expansion ability of luxury brands, and the star models we are familiar with, The Audi e-tron and Audi e-tron Sportback, were born on this platform. Highlights In terms of technology, the torsional stiffness of 50,000 N·m is currently in the industry first, the proportion of body material thermoformed steel is higher, the vehicle aluminum material is more than 40%, the quality of the maintenance is greatly reduced, the endurance and handling agility are improved, and the high-specification ADAS (Advanced Driver Assistance System) can be laid out.
MEB (Entry-level Electric Vehicle Platform): Mainly producing A/A+ class models, supporting a battery size layout of up to 125 kWh, the Audi luxury electric SUV Q4 e-tron, which is designed for young elites, can be paid attention to.
PPE (high-end electric vehicle platform): support 800V high-voltage battery technology, support layout of 350 kilowatts of charging capacity and variable battery size layout, making the model born of this platform more exciting!
J1 high-performance electric model platform: The beautiful Audi e-tron GT was born on this platform, fully meeting the expectations of full-size, flagship market segment customers! In addition to the diversified platform, whether the core three-electric technology is excellent is also a concern for the majority of customers.
Multiplication question about three electric technology: breakthrough electric drive technology X excellent three electric technology = there is an electric vehicle called Audi.
Whether to master the core three electric technology, there is actually no shortcut to answer this question. Audi students know that only excellent technology can create excellent luxury electric products.
Battery: Audi prefers high-cost, high-performance ternary lithium soft pack batteries, south China base MEB smart factory battery workshop is more advanced, using IVTAC high-speed riveting technology, contrast-free online measurement technology, visual guidance system and other advanced technologies to ensure the safety and reliability of battery packs. In the near future, it will be equipped with standardized batteries newly developed by the Group to achieve battery "modularization" according to different models and needs, matching different battery types, and achieving the purpose of cost reduction and efficiency improvement.
Motor: Master the induction asynchronous motor and permanent magnet synchronous motor technology at the core of electric vehicles, through precision design, to achieve a high degree of integration, through the combination of star gear reducer, so that the whole system has a very high power density, has become a stable cornerstone of key comfort dimensions such as thermal management, battery space, and interior space.
Electronic control: In order to reduce the energy consumption of the motor and maintain the stability of high-speed operation, the use of efficient electronically controlled water cooling system greatly improves the reliability of the motor; intelligent multi-stage adjustable energy recovery system, taking into account energy recovery and driving comfort; and Audi's new electronic control technology, through intelligent and innovative electronic equipment to pre-energize the motor, can enhance the driving power, in the overall energy consumption and performance to achieve a perfect balance.
In addition, Audi's famous quattro technology has also evolved, the e-quattro electric four-wheel drive system, which can distribute the front and rear axle power without infinite freedom, and the reaction speed is 3 times higher than that of the traditional four-wheel drive, bringing an excellent handling experience. In terms of brake system, iBRS intelligent brake control system can control the maximum recovery of kinetic energy through the line control, and the braking distance can be shortened by up to 20%, bringing you a fast and worry-free driving experience.
FAW-Volkswagen Audi students will use the most cutting-edge electrification technology in the electric era such as self-developed core three-electric technology, intelligent interconnection technology, top driving technology, automatic driving technology, etc., to quickly realize the electrification of the product matrix with multiplication to fully meet the diversified expectations of customers. This is also one of the best examples of the comprehensive evolution of luxury asset electricity in the century-old era of fuel vehicles!
About the multiplication of products: 100 years of car-making genes X electrification product matrix = four-ring evolution of the electric family.
The strategy + technology are very strong, so is the product also excellent? We all know that the e-tron represents audi electrification, but in fact e-tron is not a sub-brand of Audi, but represents the evolution direction of future Audi models. On the product question, Audi students still do multiplication, and the answer to the core strategy of product layout is "all in e-tron". This forward-looking strategy can also be called "S· T· E· P" (stepping into the future), the electrification strategy 2.0 stage, specifically divided into "four steps", with the support of the S system as the beginning, T technology reserves as the cornerstone, E focus on user experience (Expensive), P finally launched the product (Product) loved by customers. With the launch of the Audi e-tron and Audi e-tron Sportback in April this year, FAW-Volkswagen Audi's comprehensive electrification strategy has been officially upgraded to phase 2.0.
In the upcoming 2025, Audi will offer a total of about 30 electric models at the same time. From 2026 onwards, all of Audi's new models launched worldwide will be pure electric models. By 2033, Audi will phase out the last of its traditional fuel models. Two concept cars representing the future have already made their debut in China.
Audi Skysphere Concept: Innovative variable wheelbase technology makes it easy to achieve multi-purpose vehicles!
Inspired by the Horch 853's luxurious sporty styling concept, this innovative model is designed from the inside out to echo the concept car's tonality. Variable wheelbase technology enables 25 cm wheelbase and interior space variation. In Sports mode, the length of the car changes by 4.94 meters per second, and with rear-wheel steering technology, it provides a great handling experience.
For comfort, Grand Touring mode will transform into a comfortable luxury car, with the dashboard and display panels on the center console moving backwards, bringing more space inside the car. This luxury is also environmentally friendly, with natural and minimalist automotive interior materials made of wood, wool, synthetic textile fabrics and metals. In terms of performance, combined with the total power of the rear axle motor of 465 kW and the total torque of 750 Nm, it brings an excellent performance experience.
Audi Grandsphere Concept: The future of mobility can truly realize the "land" luxury first class experience.
Although the concept car looks like a four-door GT model in terms of appearance, it is a first-class experience inside. By hiding the steering wheel and pedals, the "Premium Position" can be moved to the interior of the front row, while the large front and side windows offer a wide view and maximum freedom of movement, giving the interior a great sense of openness.
Equipped with MMI non-touch response elements, it applies a combination of eye tracking, voice and gesture control, and only needs to simulate hand movements to lean forward or make any touch. Combined with L4 autonomous driving technology and a cruising range of more than 750 kilometers, it is easy and comfortable to reach the destination.
e-tron represents the future, and the next hundred years of "all in e-tron" is not just a vision, it is gradually realized through pure electric + PHEV hybrid technology! All these efforts are for the birth of good products, and it is most important to bring customers a great sense of psychological satisfaction!
Multiplication questions about user experience: exclusive luxury services X electrified travel pain points = worry-free user experience.
Answering the question of service, Audi students are more confident! As the earliest luxury brand to land in China, deeply rooted in China for more than 30 years, more understanding of Chinese customers, you want Audi students to hold steady! Implemented into specific services, it is mainly reflected in four major aspects:
Worry-free car purchase: In addition to the exemption from purchase tax and free NEV green card, you can also easily enjoy the "3-way" Audi Easy Purchase limited-time financial policy and other rights. Worry-free charging: If the basement and garage at home have the conditions of installing home charging 7/11kw charging piles, it is easy to achieve convenient one-stop installation of Audi wall boxes. In addition, as many as 220,000 public charging piles cover 300+ cities, and you can also enjoy the rights and interests of dealer charging stations such as 50+.
Worry-free travel: As long as you need, the 7* 24-hour safety team is ready to go, in addition to enjoying 3 years of unlimited road assistance, 3 years of free Audi Connect service (the first year of monthly 6G free traffic) and other practical service benefits. Worry-free warranty: you can enjoy 3 years / 100,000 km vehicle warranty, 8 years / 120,000 km motor electronic control warranty, 8 years 160,000 km battery warranty, NEV exclusive channel, battery recycling and other rights and interests, in the whole life cycle of the vehicle to let you rest assured!
Audi, a classmate, transformed the century-old experience of serving traditional luxury car customers into an exclusive luxury intimate service that solves the pain points of electric vehicle customers in the electric era. The luxury car service in the new era of electrification will be redefined by Audi's century-old store.
Conclusion:
In the face of this electric "centennial test paper", everyone who is tested has different ways of answering, only Audi, a student, can think independently and dare to do the most difficult multiplication. This kind of answering questions based on customer travel scenarios will eventually hand over high-scoring test papers in the near future! The luxury assets accumulated in the fuel vehicle era for a hundred years will be completely transformed into a smart electrified manufacturing ecology, boosting the transformation of Centennial Audi from a traditional luxury car manufacturer to a high-end mobility service provider that customers like, trust and rely on in the new energy era.