On the first day of 2022, SAIC Audi, a brand that has only been on display for 8 months, completed the delivery of the first batch of new cars in Shanghai, and its flagship store, House of Progress, was unveiled in Shanghai.
It is reported that this is the only Enterprising Hui in China at present for the Audi brand, but it is the world's largest Enterprise Hui. For SAIC Audi, the Enterprise is also the best platform to interpret its brand philosophy.
In the evening, SAIC Audi completed the on-site vehicle delivery to Zhang Chaoyang, chairman of the board of directors of Sohu, and more than 10 representatives of the new Audi A7L 55TFSI car owners from all over the country, marking the official entry of SAIC Audi into the market. At the same time, the A7L 45TFSI equipped with a 2.0T engine was also officially launched, priced at 459,700-519,700 yuan.
In Shanghai Henyep Taikoo Hui, a popular business district where many new car-making brands gather, SAIC Audi officially unveiled its world's largest SAIC Audi Enterprising Hui, and also expressed its identity as a "new force" for luxury cars.
Relying on the SAIC Audi Enterprise Hui in the headquarters building of SAIC Motor, this 2-storey brand flagship store with an area of up to 2,400 square meters integrates new car display, brand culture promotion, and cutting-edge technology experience, and is likely to become an "Internet celebrity punch point" for a new generation of users. "We want to pass on Audi's culture to our users through 'Enterprising Hub'." Thorsten Godulla, general manager of SAIC Audi's marketing business, introduced that in the ordinary exhibition hall, there will generally be 2-3 exhibition cars, including many digital experience equipment, everyone can experience the model. In the very large-scale "Enterprising Hui", in addition to a number of exhibition cars on the first floor, there are a variety of screens and virtual reality equipment, which can help consumers experience the car at close range and imagine the shape of this model in different scenarios. On the second floor, life-related content is set up, allowing users to experience the Audi culture and the actual embodiment of the Audi spirit in life at a closer distance. At the same time, "Enterprising Hui" has been selected in the center of the most fashionable and prosperous business district in Shanghai, which will attract more passenger flow.
The reason why Audi chose Shanghai and established China's only "Enterprising Hub" in Shanghai is not only that 35 years ago, the first batch of Audi 100 models were assembled in the Shanghai Anting factory, so that the historical origin of the two groups of SAIC Andi and Audi is more important because shanghai's urban spirit is very cultural accumulation and historical heritage, and more importantly, Shanghai's attitude towards innovation and enterprising in the future is in line with the Audi brand.
As an emerging luxury brand, SAIC Audi has actively explored innovative sales models and opened a new retail model of Online mix Offline. From the previous SAIC Audi City store to the opening of Audi City on the eve of the Guangzhou Motor Show, and then to the launch of the "Enterprising Hub" today, SAIC Audi has continued to interpret the unique competitiveness and charm of the "New Four Circles" at the four levels of ecology, business, social and life.
In the view of Jia Mingdi, general manager of SAIC's marketing business, the landing of the "new four circles" is not a smooth thing. "We want to serve the difficulties and obstacles brought about by the original experience in traditional mainstream brands for many years, and we have to overcome the difficulties caused by new trends every day", and the unveiling of SAIC Audi Enterprising Show marks that "the 'new four circles' have been laid out".
In terms of network layout, Jia Mingdi said that in 2022, SAIC Audi will form an "enterprising hub", 3 "Audi City", 120 stores and the overall layout of after-sales service stations that can be shared. It is bounded by Hegang in the north, Tacheng in the west, and Sanya in the south. Only by opening up the door-to-door delivery can SAIC Audi serve users all over the country."
For user portraits, Jia Mingdi revealed that he found that many users did not come from the Audi brand, but more from BMW, Maserati and Porsche. Their performance, personality, fashion and youthful embodiment will be a little different from the original Audi. At present, saicid audi's user portraits are mainly post-80s and post-90s, 72% are under 40 years old, 32% are less than 30 years old, and the entire Audi brand of Chinese customer groups is perfectly complementary.
Younger consumers mean a change in marketing models. Jia Mingdi said that SAIC Audi's marketing model opens up online and offline, directly connects with users, and can directly hear the voice of users, such as the name of the official App "Shanghai Aohui" is selected by one person and one vote user, and QQ Music's golden song list is also co-created by users.
Including in terms of model and in-car experience, SAIC Audi has also achieved localization customization, taking the Audi A7L as an example, this model has achieved WeChat "getting on the car" through Audi's open platform Asterix, and the WeChat messages received can be broadcast through the car version of WeChat voice. In the next step, SAIC Audi is also expected to realize the "car" of apps with massive users in China, such as Douyin, enrich the in-vehicle system, and meet the intelligent experience of young users.
In terms of product matrix, SAIC Audi will also launch products more for young people, conduct experiential marketing for more accurate circles and cultures, use younger elements to attract more users, and let different Haipai luxury innovate and land here.
In 2022, SAIC Audi will have three products on the market, in addition to the A7L, Q5 e-tron, in the second half of the year will also launch a full-size large SUV. The A7L 45TFSI model, which was launched at the same time as the unveiling of SAIC Audi Enterprise, added a new 2.0T powertrain to the A7L and further completed the Audi A7L family product matrix.
The gradual improvement of the product matrix also makes Jia Mingdi have confidence in the sales of SAIC Audi. Although he said that sales are not the main target in 2022, he still hopes that the sales scale in the first year can reach more than 50,000 vehicles, and hopes to "help the entire Audi brand return to No.1 in the Chinese market and consolidate the positioning of mainstream high-end brands."
Although in the Chinese luxury car market, SAIC Audi is undoubtedly a latecomer, but SAIC Audi also has a unique latecomer advantage, from the format concept to the landing realization, we not only witnessed the breakthrough innovation and efficient execution of SAIC Audi, but also glimpsed the head player's new exploration of the new retail model. The unveiling of SAIC Audi Enterprising Also marks the official launch of the first cannon of the 2022 auto market reform.