On February 18, 2022, SAIC Audi's second "Audi City" in China settled in Chengdu. At the same time, SAIC Audi's first electric model Audi Q5 e-tron and the special edition model Audi A7L Black Samurai Edition and White Mage Edition ushered in their offline debuts. From the unveiling of the brand in April last year, to the landing of two new models and the establishment of three new retail ecosystems, SAIC Audi has found its own innovation path in less than a year.
The "City of Audi" settled in Chengdu, and the new retail model began to exert force
For FAW Audi and SAIC Audi, many people may disagree, thinking that there is no difference between the two. However, at the opening ceremony of chengdu's "Audi City" on February 18, Dr. Jia Mingdi, general manager of SAIC Volkswagen's AUDI marketing business, said: "The biggest difference between SAIC Audi and FAW Audi is innovation, and savoy Audi's innovation point is mainly from the Chinese market. ”
In Dr. Jia Mingdi's speech, it can be found that the biggest difference between SAIC Audi and FAW Audi is based on the innovation of the Chinese market, and this innovation is embodied in the product and marketing model.
Different from the previous Audi sales model, SAIC Audi's dealer model in China now breaks the traditional 4S store form and forms a life experience store with three models: urban store, Audi City, and Audi Enterprising Hui. The official opening of SAIC Audi's second "Audi City" in Chengdu's MixC also indicates that SAIC Audi's new retail strategy of user-centered multi-level value transmission has officially entered the fast lane of development.
There is no doubt that the "Audi City" was established to narrow the distance between users and brands. To this end, in addition to exhibiting vehicles in the "Audi City", SAIC Audi has also created a "social area" for users, where car owners can participate in various activities of the brand, freely express and share with like-minded people, and help users draw inspiration and beauty of life here.
In addition to the innovation of offline marketing service model, Dr. Jia Mingdi introduced: "We are studying and innovating users' direct connections and user experience every day. In the new retail system created by SAIC Audi, efficient and direct connection is the core, in the private domain APP, we communicate directly with users, and the user's suggestions, ideas and future models are all produced by our direct contact with users in the private domain. ”
From the offline marketing model close to the user's life circle to the online efficient and direct close to the user, SAIC Audi has changed the previous traditional sales model throughout the marketing process, with the intention of trying to let users feel the warm service attitude of the brand. With the audi city and audi city stores successively entering the core business districts across the country this year, the new Audi spirit will also be known by more and more people.
The Audi Q5 e-tron opens pre-sale and the Audi A7L Special Edition debuts
The transformation of the marketing model is the first step in SAIC Audi's innovation, and more critically, it is innovation at the product level. At the opening ceremony of the Audi City, Dr. Jia Mingdi highlighted SAIC Audi's innovation based on the Chinese market. In the previous A7L, we have seen corresponding changes, and the Audi Q5 e-tron and the Audi A7L special edition that opened the pre-sale this time once again let us see the sincerity expressed by SAIC Audi for the Chinese market.
The first is the Audi Q5 e-tron, which is pre-priced at 395,500 yuan to 510,000 yuan. Although the name has Q5, it is not the "oil to electricity" product that everyone imagines, on the contrary, it is a pure electric vehicle built based on the Volkswagen MEB pure electric platform. In terms of power, the new car provides two power forms, 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 Nm, an acceleration of 6.7 seconds from 100 km/h, and is equipped with Audi's latest electric quattro technology.
In addition to the Q5 e-tron, the Audi A7L Black Samurai Edition and the White Mage Edition were also unveiled. I believe that when you hear this name, everyone knows that they are for a more personalized group. At the product level, 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, the whole car is domineering, while the white mage version with a black roof and black exterior mirrors, more emphasis on its modern aesthetic characteristics.
So, whether it's the Q5 e-tron, the first all-electric model, or the more personalized A7L special edition, we see SAIC Audi's efforts for the Chinese market. Under the general trend of today's electrification transformation, SAIC Audi on the one hand to improve the fuel vehicle product matrix, on the other hand to accelerate the layout of pure electric vehicles, more importantly, both of them are actively moving closer to consumer demand. As Dr. Jia Mingdi said: "Our innovation point is how to get closer to consumers, including all future products, to innovate in this regard." ”