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Mr. Zhang, who works at an advertising agency, on his son's 4th birthday in March last year, finally reluctantly replaced the Audi Q2L he had opened for more than 2 years with a new Audi Q5L. He said that the Audi Q2L has been driving very well, if it is not three generations of the same room travel space is too small, he is actually reluctant to change it;
Mr. Lai, who is an associate professor in a college, also replaced his Sagittarius with an Audi A4L last year, and opened it for more than half a year, saying that the family of four is very satisfied;
Xiao Ding, who graduated for two years and worked as a kindergarten teacher in a kindergarten, also bought a long-desired orange Audi Q2L with the financial support of his family, which became a beautiful landscape in the school;
Mr. Liu, who runs a gallery in Beijing's 798 Cultural and Creative Industry Park, bought an Audi e-tron for his wife. He said that whether it is design, atmosphere creation, or a sense of technology and driving experience, the Audi e-tron makes him feel a perfect balance...
In the year 2021, which just passed, such stories happened more than 700,000 times across the country. And behind each story, there is the happiness and expectations of a family. The data shows that despite various unfavorable factors such as the epidemic, lack of cores and power rationing, FAW-Volkswagen Audi's terminal sales still reached 700,088 units. Among them, the performance of imported cars was particularly eye-catching, the demand increased significantly, and the annual sales volume increased by 53% year-on-year. In addition, four models won the sales championship in the market segment, demonstrating the strong competitive advantage of the Audi brand's "user-centric" product layout.
In addition to sales, FAW-Volkswagen Audi has made great progress in terms of business quality and service level.
Behind it, FAW-Volkswagen Audi adheres to the original brand intention, adheres to the concept of "user-centric", always puts user needs first, constantly introduces new products, and upgrades user experience, rights and interests and operational capabilities.
As an old car owner for more than 5 years, Mr. Zhang is deeply touched by this. He said that FAW-Volkswagen Audi has changed a lot in the past two years, on the one hand, many businesses are integrated in the FAW Audi APP of mobile phones, including after-sales service appointments, maintenance and maintenance, etc., which is very convenient; on the other hand, the service in the store is getting better and better, and also launched 60-minute quick insurance and 8-hour quick repair and other service upgrade projects, so that the experience continues to improve.
As the leader of luxury brands, FAW-Volkswagen Audi's exploration and deep cultivation of the digital transformation of the whole system and its efforts to improve user services are not only the key reasons for its continuous leadership of the luxury car market, but also provide more reference and reference experience for the development of the entire automotive industry.
"Play a good first move" to break the risk of "chess to the middle game"
As the saying goes: "Chess to the middle of the game to know the danger, the fall is bound to be complete." Because the game of chess is ever-changing, it is necessary to always be vigilant against the occurrence of the situation of "carelessness and loss in the game".
The current luxury car market can be said to have entered the stage of "chess to mid-game". On the one hand, the luxury car market continues to improve, and the overall sales volume continues to increase; on the other hand, youthfulness, intelligence and electrification are also reconstructing the market pattern. According to the data of the National Information Center, the proportion of post-80s and post-90s car users has exceeded 78%, becoming the absolute main group; the new generation of users have higher purchasing power and consumption desire, and pay more attention to brand experience, which has brought new decision-making variables to the marketing strategy formulation of car companies.
At the same time, intelligent electrification is also making rapid breakthroughs. According to the data, in 2021, the sales volume of new energy vehicles in mainland China will exceed 3.5 million units, and the market share will increase to 13.4%. The new forces of car-making have quickly run a staking ground and broken through upwards, which has an impact on the luxury car market.
In this context, FAW-Volkswagen Audi firmly implements the business strategy of "gathering momentum and opening up the new", aggregates potential energy such as user-centric product matrix, brand marketing, and new energy layout, opens up the three major digital transformations of products, services and experiences, and relies on the strength and temperament of "twilight and looking at the slack, chaotic clouds flying through the clouds and still calmly", helping the Audi brand to "play a good first move".
First of all, at the product level, 2021 is also a big year for FAW-Volkswagen Audi, creating an unprecedented and powerful lineup of new cars, covering the market segments from A-class to D-class. From the listing of the new Audi A3 family at the beginning of the year, the listing of the RS King Dynamite Group, to the listing of the new Audi Q5L in the middle of the year, the listing of the Audi e-tron family, and then to the listing of the new Audi Q2L at the end of the year, FAW-Volkswagen Audi has completed the refresh of all series of products and fully met the diversified needs of users.
We often say that the root of "user-oriented" is to return to the product itself, from the original engineer thinking to experience-based user thinking, to understand the needs of users, so that users can get more satisfactory products and services.
From the very beginning, FAW-Volkswagen Audi has adhered to the orientation of user needs. In 2021, with the development of the domestic new energy vehicle market, FAW-Volkswagen Audi has also introduced domestic e-tron and e-tron Sportback pure electric luxury products, bringing consumers a new experience of electric luxury travel.
At the same time, FAW-Volkswagen Audi further promoted the creation of an electric travel ecosystem including a 360-degree charging layout, customized up to 27 exclusive rights and interests for users throughout the year, achieved a 50% leading home charging installation rate, and upgraded one-click power-up services, giving users a full range of new experiences of electric luxury;
In addition, it is worth mentioning that 2021 is also the year of Audi's high-performance models and personalized models, RS King's explosive group in the RS 6, RS 7, RS Q8, R8 and other high-performance products and the Audi A4 Avant, A4 allroad, A6 Avant, A6 allroad special edition of the wagon family have been listed, fully meeting the diverse needs of consumers.
Mr. Jin, the owner of the Audi A4 allroad, said that in addition to Audi's high-level products and services, he was moved by the brand proposition and attitude of "living out the vastness of life". "After buying this car, I feel like I really understand it. Every time you follow your riders through the vast mountains and rivers, you can not only discover more possibilities in life, but also be more consistent and comfortable. ”
This is not unrelated to the experiential marketing of FAW-Volkswagen Audi in the past two years to create a "wagon double-sided life test drive tour". In addition, FAW-Volkswagen Audi also relied on the ultimate experience of the sea circuit to once again consolidate the AUDI RS city track IP; the official live broadcast of the Audi Channel strengthened the positioning of the luxury brand's first lifestyle planting platform with three consecutive periods of surprise experience. Through these activities, the user experience is continuously improved and becomes a key factor in high-quality development in 2021.
Comprehensive digital transformation to consolidate business fundamentals
At present, in order to provide users with better products, experiences and services, it is necessary to rapidly promote the digital transformation of the whole value chain, and to gain insights and meet the needs of users through digitalization.
Among them, in order to better realize the digitalization of the experience, in 2021, FAW-Volkswagen Audi focused on promoting the digital upgrade of the user experience of "online + offline", realized the full integration of the FAW Audi APP online, and upgraded to version 3.0, one port can open up the full contact point of user travel, and the registered users successfully exceeded 1 million; offline, by the end of last year, 325 dealer showrooms have been upgraded to give users the ultimate pleasure of digital experience;
In terms of service digitalization, FAW-Volkswagen Audi has created the industry's most advanced user digital management platform, the Audi Cloud Listening System, covering 5 loud source channels, with comprehensive insight into customer experience pain points, and helping users improve service and experience.
In terms of the intelligent interconnection of products, as we all know, many joint venture brands have a situation of dissatisfaction. To this end, in the past year or so, FAW-Volkswagen Audi has joined hands with Tencent and other ecological partners to provide users with WeChat in-car versions and 7 other Tencent service applications to help Audi models achieve OTA upgrades. At the same time, it has also created the first user personalized customization platform in the luxury car market, and covers all domestic models, giving users a product experience of "thousands of faces".
All this is a concrete embodiment of FAW-Volkswagen Audi from "localization of the whole value chain" to "co-creation of the whole value chain".
On this basis, at the 2021 Guangdong-Hong Kong-Macao Auto Show, FAW-Volkswagen Audi announced the official delivery of 7 million vehicles, becoming the first and only luxury car brand in China to achieve this milestone. Behind the 7 million vehicles is the trust and happiness of 7 million families.
With the improvement of user satisfaction, FAW-Volkswagen Audi will continue to promote the landing of the four major brand topics of design, digitalization, performance and sustainability this year, continue to strengthen the brand perception of Audi, make the brand the broadest "moat" of Audi in the new era of competition, and drive the landing of the "new Audi" brand image.
In last year's brand image survey, the overall perception score of the Audi brand reached the highest level in the past five years, and the brand familiarity score continued to rank first in the luxury car market; at the same time, FAW-Volkswagen Audi also won the 2021 Effie Award Effect Marketing Gold Award, becoming the only car brand to win the gold award.
At the same time, FAW-Volkswagen Audi also achieved the honor of "after-sales service satisfaction" in the J.D.Power luxury car market for nine consecutive years. The study assessed the satisfaction of car owners with a 13- to 48-month period with service experience at a brand-authorized dealership over the past 12 months, on a 1,000-point scale, and was evaluated on six areas, including service appointments (22 percent weight), hospitality and diagnosis (17 percent), service facilities (14 percent), service value (14 percent), service quality (15 percent) and service teams (18 percent).
With the help of the digitization of the whole value chain, FAW-Volkswagen Audi has achieved a comprehensive improvement from brand, product to service in 2021, which not only consolidates the high-quality development performance, but also creates an excellent demonstration sample for the luxury car market in the transition period.
While consolidating high-quality development, FAW-Volkswagen Audi also does not forget the social responsibility of the company. On July 29, 2021, the "Spring Bud Dream Growth Camp" was launched in Beijing, and 50 Spring Bud girls from Enshi Tujia and Miao Autonomous Prefecture in Hubei Province participated in the study and practice activities, so far, the "Spring Bud Dream Growth Camp" has successfully completed the third phase of the project. On October 11, the "Spring Bud Dream Choir" public welfare project was officially launched. On November 15th, the "Dream Voice Rural Campus Radio Station" project was officially launched, and the equipment construction of 35 schools in Gansu and Jilin was completed.
In addition, after the flood situation in Henan in the summer of 2021, FAW-Volkswagen urgently cooperated with three major brands such as Audi to donate 25 million yuan to the disaster area and provide vehicle rescue, emergency maintenance and other services for Henan users. These are all manifestations of FAW-Volkswagen Audi's active commitment to corporate social responsibility.
epilogue
Nostalgic or not, 2021 is already far away. In the just-arrived 2022, how to better grasp the changes and truly user-centric is the key to winning the future.
In the new year, FAW-Volkswagen Audi will be led by the new Audi A8L Horch Founder Edition and e-tron GT "Dual Flagship", with a lineup of more than 18 new products, bringing users a "family barrel" product experience. Among them, the urbansphere concept car based on the Chinese market will also usher in the world premiere at the Beijing Auto Show.
In addition, in terms of branding, user experience and digitalization, FAW-Volkswagen Audi will continue to upgrade, create standardized operation and maintenance processes, and achieve 100% response to user questions. At the same time, we will accelerate the improvement of the integrated platform, realize the integrated operation of the private domain, and truly achieve seamless communication with users.
All of this, for FAW-Volkswagen Audi, can be said to be a new beginning, as its 2022 business strategy says - to innovate and create the future.