Editor-in-Chief | Zhong Kun
Author | Qin Yiyong
Edit | Chen Shuhao
Reports from car hoist circles
SAIC Audi has been unveiled for more than a year, why has it not seen the brand 4S store?
The truth is that not only will there be no 4S store of SAIC Audi now, but there will also be no future.
Because, since the day of its birth, SAIC Audi has taken a completely different path from FAW Audi. Unlike the traditional marketing model of the latter based on 4S stores, SAIC Audi adopts a new "dealer model" and places all the showrooms in the city center and business districts to better "directly connect customers".
Today, in the new retail ecology of connecting brands and customers directly, SAIC Audi has taken another breakthrough step.
Cars are not all here
Chengdu Audi City officially opened
On February 18, SAIC Audi's first audi city in southwest China and the second audi city in China was officially opened in Chengdu's largest commercial complex, the MixC. Since then, there has been a good place for entertainment and recreation in the leisure time.
The two models that have been unveiled by SAIC Audi, the Audi A7L and the Audi Q5 e-tron, have also been unveiled. Among them, the two special edition models of audi A7L, "Black Samurai Edition" and "White Mage Edition", ushered in their offline debuts, priced at 519,700 yuan.
Instead of meeting users in the form of traditional and remote 4S stores, it interacts with users in the city's commercial center with a new exhibition hall image. Admittedly, this practice of allowing consumers to complete product experience and brand services in addition to shopping seems to be the same as the new forces of car manufacturing. However, SAIC Audi is neither like a traditional car company nor a new force in car manufacturing, whether it is showroom design or product tone, it has its own way of playing.
The exhibition hall design of Audi City continues the latest design language of Audi worldwide, fashionable and atmospheric pattern, simple and smooth lines, rich and multi-level lighting effects, etc., which not only provides an excellent display stage for vehicles, but also provides a high-definition display screen, virtual cockpit, interactive mapping magic mirror and other cutting-edge technologies, but also brings users a more intuitive and immersive interactive experience.
Here, the car seems to have faded from the aura of the protagonist, and the customer experience is at the core.
Unlike the traditional 4S store with the car as the absolute core layout, the huge exhibition hall of Chengdu Audi City has only 4 exhibition cars, and more space has been built into a place for customer negotiation, leisure and entertainment. Behind this, in addition to SAIC Audi's new operating philosophy, the application of a large number of cutting-edge technologies is also indispensable.
For example, the high-definition large-screen vehicle configurator located in the center of the showroom can intuitively restore all product information such as large vehicle styles and small contour details, so that users can save the trouble of having to travel to different 4S stores to distinguish the differences between different models, making car selection and car purchase easier. In other words, there are not many exhibition cars, and one display screen is enough.
In addition, the exhibition hall also set up cutting-edge equipment such as interactive mapping magic mirror and virtual driving experience cabin, which highly condenses cutting-edge technology and humanities and arts, and outlines a smart, rich and interesting vision of future travel for users.
All of this brings a new sensory experience to the guests and media who participated in the on-site observation on the day of the event. Based on the super popularity of the MixC, some melon-eating people who have "walked by" have also come to explore the new world.
It is worth mentioning that the Audi City will also become a user salon and event experience gathering place specially built for "Shanghai Aohui". Car owners will be able to participate in a variety of community activities such as private product meetings, offline salons, test driving experiences, open class forums, outdoor camping and so on organized by the brand. This is a space created for like-minded people, helping users to freely express, share, and paint the inspiration and beauty of life here.
I have to say that in terms of showroom site selection and showroom gameplay, SAIC Audi is too good at it.
In 2022, Audi City and Audi City stores will successively enter core business districts across the country, and together with Audi Enterprising, they will form a three-dimensional SAIC Audi experience terminal system. In the future, SAIC Audi will establish a complete new retail ecology that integrates enterprising hui (the only one in the country, Shanghai), Audi City (3-4 in the country), urban stores (planning 120-150 stores) and pop-up stores, pushing the future luxury travel experience pursued by the Audi brand to a new height.
Born different
Audi Q5 e-tron and Audi A7L
Interpret alternative luxury
"I don't want to change Audi's image, but to further enhance the brand image of SAIC Audi." As Dr. Jia Mingdi, General Manager of SAIC Audi's Marketing Business, said, "We hope to be younger and experience Audi's unique luxurious texture, we are 'adding, improving', not 'changing'".
The best interpretation of SAIC Audi's alternative luxury is the new Q5 e-tron and Audi A7L.
On the day of the event, SAIC Audi's first luxury pure electric SUV, the Audi Q5 e-tron, was officially listed, priced at 395,500 yuan to 510,000 yuan.
As the first model of Audi's global "Roadjet land jet", the Audi Q5 e-tron has brought new vitality to the new energy model market with its stylish and dynamic design and efficient and intelligent technical strength since its debut. The inherent luxury attributes, the futuristic cockpit and the comfortable and spacious atmosphere are all impressive.
In terms of body size, the Audi Q5 e-tron has a length, width× 1860×1675mm and a wheelbase of 2965mm, respectively.
In terms of power, the new car provides two power forms of single motor rear drive and dual motor quattro, using an 83.4kWh battery module, and the CLTC cruising range can reach up to 560km. The high-power version has a maximum power of 225 kW, a maximum torque of 460 N·m, and an acceleration of 6.7 seconds from 100 km/h, combined with Audi's latest electric quattro technology, front McPherson rear multi-link suspension, for a smooth and easy driving pleasure.
At the same time, SAIC Audi launched two A7L special edition models based on the insight into the needs of the new generation of users - 45 TFSI quattro S-line Black Samurai Edition and 45 TFSI quattro S-line White Mage Edition, with a more eye-catching image and a more dynamic and dynamic configuration, bringing users a higher level of enjoyment.
The Black Samurai edition is equipped with a black kit, the interior of the car is equipped with a hot red super sports seat, with three-dimensional textured carbon fiber trim, sharp movement, the domineering posture is fully exerted; the white mage version with black roof and black exterior mirrors, solemn and elegant, but also highlights its modern aesthetic characteristics. In addition, the two models also use a large number of trend elements, which perfectly adapt to the unique life attitude of each new era elite.
At the same time, the Black Samurai Edition and the White Mage Edition are equipped with a three-screen linkage layout as standard, integrating voice control, touch sound feedback, entertainment, navigation and other functions. Fifteen items of equipment including 5G/V2X technology, high-definition matrix LED headlights, cruise control system, Audi virtual cockpit enhanced version, front sports seats, frameless doors, etc., are standard, bringing a more unique intellectual experience to the elite who pay attention to attitude expression.
In terms of power, the two vehicles are equipped with a 2.0TFSI inline 4-cylinder turbocharged high-power engine with a maximum power of 180 kW, a 7-speed S-tronic dual-clutch transmission and a quattro intelligent all-wheel drive system as standard.
Join hands with Tencent Phantom Core
Create the country's first automobile brand
Digital Collection Community System
At the opening ceremony of Chengdu Audi City, SAIC Audi and Tencent Phantom Core once again announced a strategic cooperation - Tencent Phantom Core will soon enter the SAIC Audi App, and SAIC Audi will also become the first car brand to enter the Tencent Phantom Nuclear Digital Virtual World - Mirage.
Users can unlock relevant activities in the official SAIC Audi App, experience the first meta-universe digital identity system in the automotive industry, and have the opportunity to obtain an exclusive digital collection that records personal growth.
This series of digital collections all have their own unique blockchain identity numbers, including avatars, outfits, badges, and even the entire honor system. These exclusive digital collections and digital activities will also be presented on The Tencent Magic Core. In the future, SAIC Audi will also launch more abundant and diversified digital activities, and Fans of the Fourth Ring will have the opportunity to gain insight into the colorful and free world of SAIC Audi's "meta-universe".
It is worth mentioning that before the Audi City settled in Chengdu, new car-making forces such as Weilai, Ideal, and Xiaopeng have already taken root in Chengdu Mixc (Phase II), which indicates that SAIC Audi will compete on the same stage with these fledgling new car-making forces.
However, there is competition among major brands and they also bear the responsibility of jointly promoting the development of the industry. Perhaps, it does not matter which is good or bad, to do a good job and build one of the most favorite luxury brands of users in the new era is the top priority of SAIC Audi.
Hulu man's point of view:
To describe the city of Audi in one sentence, it is "a sparrow that is small but complete". Here is a collection of new car demonstrations, test drives and deliveries. As for after-sales service? Don't worry, SAIC Audi has opened up all FAW Audi repair stations to make the after-sales service completely worry-free. However, it is still that sentence, where to achieve (after-sales) service is not important, product experience and service quality is the key.
In this regard, looking at a number of luxury brands, the creative and energetic SAIC Audi has undoubtedly become an industry model.
Of course, the young SAIC Audi, whether in the exhibition hall layout, brand/product marketing, or service system construction, are in a process of continuous improvement. We will witness the growth and rise of SAIC Audi and look forward to more surprises from SAIC Audi.
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