On January 1, the House of Progress, located in the headquarters building of SAIC, was officially unveiled. As the brand flagship store of SAIC Audi, this is the second brand experience center of the Audi brand in the world, the first and only brand experience center in China, and the experience terminal that can best interpret the concept of SAIC Audi.
Wang Xiaoqiu, president of SAIC Motor, said: "From today, Weihai Road No. 489 has another 'identity', with the opening of SAIC Audi's 'Enterprising Hub', it will become Audi's first brand experience center in China with a new form, and will be comparable to Tokyo, Japan, becoming Audi's most cutting-edge brand experience center in the world." ”
Wang Xiaoqiu said that just as the Latin meaning of the word Audi is "listening", he hopes that SAIC Audi will listen to the voice of users and listen to the voice of the times. User-oriented, working with partners, innovation and far-reaching, has become the benchmark of high-end joint venture car brands in the new era, and created a new pattern for Audi's development in China.
At the event site, the new Audi A7L family of SAIC Audi's luxury flagship model was assembled for the first time: the new Audi A7L 55TFSI was officially delivered, and the new Audi A7L 45TFSI will open pre-sale, with a price range of 459,700 yuan to 519,700 yuan.
Jia Mingdi, general manager of SAIC Audi's marketing business, said in an exclusive interview that in 2022, SAIC Audi's sales target is 50,000 vehicles. "SAIC Audi's positioning is to do the ceiling of luxury cars produced in China, hoping to experience the real black technology of global luxury brands." Through direct linking, users can focus on the product and service itself, rather than price discounts. ”
The skysphere and grandsphere, a concept car representing Audi's thinking about the future of high-end mobility, also appeared at the same time, fully demonstrating SAIC Audi's strategic initiatives for the future and its determination to shape a new way of luxury travel in the future.
The only one in the country and the only two in the world
Located in the heart of Shanghai, the Audi Enterprise Center in the area of Nanjing West Road, at first glance, looks more like an art museum or brand museum.
Audi Enterprise is Audi's largest urban exhibition hall in the world, with an area of 2400 square meters, divided into 2 floors, containing 5 core scene areas. The first floor is a brand corridor and product exploration space, and the second floor expands the social living room, shared island, parent-child space and other exclusive areas for users.
"In 2021, SAIC Audi has laid out 55 city exhibition halls, including an Audi city, in Guangzhou. In 2022, SAIC Audi will build 120 city showrooms, including one Enterprising Hub and three Audi cities. Jia Mingdi pointed out that SAIC Audi should be a new force of luxury brands, adopting an operation method that is very different from traditional brands, creating a circle of life through online and offline experience, and narrowing the distance with users.
Gao Dele, general manager of SAIC Audi's marketing business, said that SAIC Audi is the first luxury car brand in China to adopt a combination of online and offline models.
As a highly innovative brand, SAIC Audi Innovation has opened a new retail model of Online mix Offline. Efficiency and experience are the two key factors and directions of the physical e-commerce ecosystem, and SAIC Audi is committed to showing the texture and temperature of luxury brands in every detail of the user's whole life cycle.
It is worth noting that SAIC Audi is studying off-site door-to-door delivery in order to serve users across the country. At the same time, SAIC Audi has recruited FAW-Audi 4S stores, which can become SAIC Audi's after-sales service outlets.
Cross-border break the circle and start the red circle
In 2021, SAIC Audi has carried out cross-border cooperation with Tencent, Alibaba Cloud, and NetEase to continue to explore content co-creation, experience upgrading, and data operation. In order to open up the communication path with young people and help Audi's enterprising image penetrate more deeply into the young circle, SAIC Audi officially launched the "Shanghai Aohui Red Circle".
It is worth mentioning that the name "Red Circle" was created by users. In addition, many rights and contents closely related to users, such as ACC selection, are voted by users.
"We will work with more ecosystem partners, and in the future, all top-stream products can be applied on the car side." Jia Mingdi said that SAIC Audi is constantly making efforts in the field of vehicle interconnection, and comprehensively refreshes Audi's youthful and enterprising image. At present, among the three major brands of BBA, only Audi has achieved WeChat "on the car", and the models of Mercedes-Benz and BMW do not yet support the use of WeChat on the car machine.
Start a new journey in the era of luxury travel
Tonight, SAIC Audi also delivered the on-site vehicle to Zhang Chaoyang, chairman of the board of directors of Sohu, and 10 representatives of the new Audi A7L 55TFSI owners from all over the country, and issued a customized version of the owner certificate.
Following the official delivery on January 1, the new Audi A7L 55TFSI will be delivered nationwide and adopt a customized delivery model. Consumers can choose the way of delivery in the store and door-to-door delivery, and Audi Butler will also participate in the whole process of service to help consumers achieve the most textured car pick-up experience.
The new Audi A7L 45TFSI entry model is equipped with a 180kW high-power engine, while standard 5G/V2X technology, high-definition matrix LED headlights with dynamic turn signals, cruise control system, Audi virtual cockpit enhanced version, front sports seats, frameless doors and other equipment, select lane departure warning and return and Audi integral pre-safety system basic version, so that drivers can calmly cope and enjoy travel.
In addition, SAIC Audi has specially created a new Audi A7L Black Samurai Edition and White Mage Edition models, priced at 519,700 yuan. The two special edition models, while inheriting the brand's classic aesthetic DNA, use a large number of personalized elements in line with the current trend, bringing higher-order enjoyment to people who pay attention to attitude expression.
The arrival of the 45TFSI completes the Product Matrix of the Audi A7L family. As an important layout model of SAIC Audi for the luxury market, the Audi A7L continues the luxury quality and sports gene of the Four Ring brand, showing the charm of the high-end flagship in all aspects from style design, extreme performance and leading technology.
In 2021, SAIC Audi further expanded the enterprising spirit of the Audi brand, landing it in innovative product design and business model. SAIC Audi is telling the outside world a new image of daring to break through itself, innovating and forging ahead. In 2022, the new SAIC Audi will bring a unique experience to Chinese consumers and empower the Audi brand to breathe new life.