Per reporter: Huang Xinxu Per reporter Per editor: Sun Lei
"We hope that SAIC Audi's sales scale will exceed 50,000 units in the first year." A few days ago, Jia Mingdi, general manager of SAIC Audi's marketing business, spoke publicly for the first time about SAIC Audi's annual sales target in an interview with the "Daily Economic News" reporter.
At the beginning of its establishment, SAIC Audi's positioning was to raise Audi's brand image in the domestic market. Therefore, the senior team of SAIC Audi has repeatedly emphasized in previous interviews that "the sales target is not the main one" and "SAIC Audi will not go volume".
"SAIC Audi hopes to help the Audi brand return to No.1 in the Chinese market and consolidate the positioning of mainstream high-end brands." In addition to products, we hope that SAIC Audi will become a benchmark in all aspects of experience and service to users. Jia Mingdi said, "But SAIC Audi can't get rid of sales pure positioning, after all, we are a commercial operation organization." ”
Image source: Courtesy of the enterprise
In order to achieve annual sales of 50,000 vehicles in 2022, SAIC Audi will launch three products in 2022, following the launch of the SAIC Audi A7L 45TFSI on January 1, 2022, SAIC Audi will successively launch the SAIC Audi A7L 3.0T version and 2.0T version, Q5 e-tron, and the full-size SUV launched in the second half of the year.
Among them, the SAIC Audi A7L 2.0T model will be the key model for SAIC Audi to achieve sales targets, while the newly listed SAIC Audi A7L 45TFSI undertakes the task of SAIC Audi to "set brand benchmarks". Specifically, the SAIC Audi A7L 45TFSI has launched four models, including special editions, with prices ranging from 459,700 to 519,700 yuan. SAIC Audi expects deliveries of new cars to begin in March 2022. Jia Mingdi said that SAIC Audi A7L 45TFSI has accumulated more than 2,000 user orders.
It is worth noting that as the second joint venture partner of the Audi brand in the Chinese market, SAIC Audi was full of controversy in terms of brand positioning and sales channels before its establishment. After SAIC Audi officially unveiled its brand on April 18, 2021, the SENIOR MANAGEMENT TEAM OF SAIC AUDI has continuously emphasized that SAIC Audi will provide additional and complementary products for the Chinese market, and these products will not directly compete with the existing FAW-Volkswagen Audi products.
"Judging from the user portraits, 72% of SAIC Audi's users are under the age of 40, and many of them are not from FAW-Volkswagen-Audi, but from other luxury brands and individual ultra-luxury brands." Jia Mingdi believes that SAIC Audi's differentiated playing style has begun to play a role.
Image source: Per reporter Huang Xinxu photographed (data map)
Now, with the delivery of new cars, SAIC Audi has also begun to face marketing challenges.
"For the next two years, our challenge was to implement an innovative marketing model. Different from the pure new force of car manufacturing, but also different from the traditional luxury brand, SAIC Audi is a new force of luxury brand. Therefore, we don't have much experience to follow in the past, but try it out. Jia Mingdi said.
From the perspective of channel layout, SAIC Audi's retail physical terminal is composed of Audi city stores, Audi City with three regional brand hubs, and a flagship experience center "Audi Enterprise".
At present, the flagship experience center directly operated by SAIC Audi " " Audi Enterprise Exchange" has officially opened on January 1, 2022. According to SAIC Audi's plan, it plans to gradually open 120 stores in 2022. In terms of after-sales service, SAIC Audi has recruited after-sales service to FAW-Volkswagen-Audi's 4S store.
Jia Mingdi revealed that for the area that the channel cannot cover for the time being, SAIC Audi has opened up two links: door-to-door test drive and door-to-door delivery. "Our orders are geographically distributed, and it is impossible for any brand to lay out offline experience points in these cities. But for SAIC Audi, no matter where the user is in the future, whether there is a city store in the local area, we can serve the user through door-to-door delivery. This will also reflect the service of our high-end brand to gain more user recognition. Jia Mingdi said.
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