In the 2021 domestic luxury brand sales ranking, Tesla, which ranks fourth with 320,000 vehicles, can be described as a "chilling back" that makes the three BMW, Mercedes-Benz, and Audi in front of it.
Coupled with the fact that "Wei Xiaoli" is approaching the "annual sales of 100,000" mark, there is a trend of catching up with a number of second-tier luxury brands, and the domestic luxury car market pattern has long been undercurrent.
In fact, in the past one or two years, the new car-making forces led by Tesla have plunged into the hinterland of the traditional luxury car camp with a long knife. Along with this, the definition of the concept of "luxury" is constantly being rewritten, and the trend of luxury cars is quietly changing.
As a result, the two forces of luxury cars responded, that is, the new forces of traditional luxury brands and the luxury brands in the new forces.
If the representative of the latter is Weilai, then saic auto Audi, which has just started, is the "net red" representative of the new power of luxury brands.
As the youngest joint venture project, SAIC Audi has made an unprecedented attempt by traditional luxury brands from products to marketing to services.
In less than a year, SAIC Audi has not only made young consumers gradually fall in love with domestic Audi models of more than 500,000 yuan, but also created a digital experience sample with quite internet celebrity potential in the Internet era.
In fact, Kung Fu Automobile believes that SAIC Audi is not only for Audi, but also for the traditional luxury car market to crack two major "soul torture": how to play with youth in high-end and even flagship models, how to be more new than the new forces?
As we all know, direction is more important than effort. Once the direction is accurate, the effort is no less than that of the new forces, and the outside world should be more "eye-catching for the long term" of such "luxury new forces", rather than measuring it with short-term sales and short-sighted eyes.
Let's explore the journey of SAIC Audi, a "new luxury force", to break the situation and reshape the luxury car market in the new era in the past year.
(1) How to play with the younger "high-order"?
As the luxury car market is constantly reshaped by new forces such as Tesla and Weilai, "how to redefine 'new era luxury'" is a new issue that traditional luxury car manufacturers such as Mercedes-Benz, Audi, and BMW are facing.
In general, in the past, the "rejuvenation" efforts made by traditional luxury brands have mostly stayed on entry-level models, and few have implemented "rejuvenation" on more advanced or even flagship models.
SAIC Audi is undoubtedly the first to break this "rule".
According to SAIC Audi, the first batch of owners of the Audi A7L are mainly 25-35 years old, and the trend is cutting-edge, enterprising and bold is the label on the owners of this group.
60% of them chose the 55TFSI Advanced Edition. This also means that the A7L, which has stronger performance, more high technology and richer personalized configurations, has completely stimulated their desire to buy.
In the view of Kung Fu Automobile, this confirms SAIC Audi's youthful strategy of taking the flagship model as a breakthrough, and it is stable at the beginning.
Although the domestic A7L is born with its own "net red traffic physique", the topic is very hot, but why can it be loved by this group of "high-level first" elites in the society?
In the eyes of Kung Fu Automobile, this is precisely due to SAIC Audi's precise positioning of the luxury car segment on the A7L.
First of all, in terms of pricing, as the first domestic model of SAIC Audi, the pricing of the A7L is very sincere. The starting price of the Audi A7L is 459,700 yuan, which overlaps with the pricing of the A6L, and thus enters the battlefield of bmw 5 series and Mercedes-Benz E-class, which is menacing;
Secondly, in terms of positioning, the A7L actually wants to open up a market segment between A6L and A8L, which will inevitably be traded off according to the preferences of Chinese consumers, and what is behind it is SAIC Audi's deep insight into the luxury car market.
For example, the extended sedan shape not only has better rear trunk space, but also the NVH can be further improved, which is undoubtedly based on the consideration of the Chinese market; other such as retaining the same version of the imported A7's borderless doors are a continuation of the beauty of the original A7's elegant and sporty appearance.
Finally, the domestic A7L provides a variety of optional accessories to meet the personalized needs of young car owners, and there are multiple Audi A7L technology configurations to choose from. This is all SAIC Audi's firm grasp of the aesthetics and preferences of this group of young consumers.
At present, the domestic A7L is delivering a 3.0T model, and the 2.0T model has not yet begun to be delivered, and it is in the process of climbing sales. However, it is certain that while the domestic A7L has made a good improvement for Audi's product camp in China, it has also torn a "new crack" in the domestic luxury car market for SAIC Audi.
Kung Fu Automobile believes that it is no less difficult for a group of young consumers to buy a domestic Audi of more than 500,000 yuan than for Chinese consumers to buy a Weilai in 2018. At present, SAIC Audi has done it, and once the 2.0T model is accelerated, the future sales are more promising.
(2) How to be more "new" than the "new force" in the ecology of luxury cars?
Looking at the current luxury car market, we see that new car-making forces such as Tesla and Wei Xiaoli have emerged one after another, constantly refreshing people's definition of "luxury in the new era", and constantly encroaching on the high-end market share of BBA.
As Li Bin, the founder of Weilai Automobile, once pointed out, "Benchmarking does not mean aiming at them in technical standards, but saying that we must grab the market from these luxury fuel vehicles." Price-wise, we sell for what they are, but we have advantages in intelligence, service, and performance. ”
If the new car-making forces have made any changes to the current luxury car market ecology, then building emotional link channels for communication and communication with users from multiple dimensions is undoubtedly the most critical point.
Building a new ecosystem is crucial for BBA, but it is also a difficult mountain to cross.
To this end, as a new force in the traditional luxury brand, in addition to the product "can play", SAIC Audi must also jump out of the "tradition" from marketing to service, and boldly innovate.
Among them, SAIC Audi's concept is highly approved by young users. That is, not only want users to choose the brand, but also want users to define the brand.
"Shanghai Aohui" - the establishment of this SAIC Audi fan club is the first "weapon" shown by SAIC Audi.
"User-centric" is not an empty phrase in sachinia Audi's view, but is actually the first principle of product innovation and brand operation, to reshape the dialogue between brands and users, and continue to promote user operations and user ecosystem construction.
Through "Shanghai Aohui", SAIC Audi tries to make this user "circle" more warm and attitude. In this community, in addition to resting and socializing, users can also reflect topics and opinions on SAIC Audi involving products, services, community operations and other aspects, so as to continuously improve the operation and image of the brand, and SAIC Audi can also form a closer and more vivid connection with users.
In addition to offline attempts to seize the user's mind with more accurate, more efficient and more intimate high-quality services, the marketing service system created by SAIC Audi online has also kept pace with the times.
Nowadays, consumers can realize refined vehicle customization through the SAIC Audi App, and after the new car order is generated, they can also understand the order information in real time on the App, and visually track the whole process of production, transportation and delivery.
What is even more surprising to users is that at the time of delivery, each user's exclusive "Audi Butler" will "customize the car pick-up experience", so that users can truly enjoy the distinguished experience of the whole process from purchase to pick-up.
In fact, with the continuous delivery of A7L, SAIC Audi is also accelerating its construction of offline channels.
At present, in addition to the Audi Enterprise In Shanghai and the Audi City in Guangzhou and Chengdu, Audi City stores in Beijing, Nanjing, Changsha, Xiamen, Xi'an, Qingdao, Ningbo and other places have also opened. SAIC Audi plans to achieve the layout of 120 city showrooms across the country by the end of 2022.
This kind of delivery and store opening speed is by no means comparable to the new car-making forces in the past. It is believed that when the sales outlets are gradually improved, the sales scale of SAIC Audi will also rise to a higher level.
It can be seen that from the integration and innovation of offline to online, the ecology of this "luxury new force" is not inferior to the new force, and even new forces are even newer than the new forces.
(3) Kung Fu shooting
There is no doubt that the domestic luxury car market is accelerating iteration.
In this "torrent", we look forward to more "entrants" and inject more "vigor" and "innovation" into the market.
Whether it is similar to the traditional luxury new forces of SAIC Audi or the luxury car brands in the new forces, in the face of these two "soul tortures" - how to play with rejuvenation in high-end and even flagship models, how to be new than the new forces - in the face, it is necessary to fight steadily, steadily grasp the trend, and "be a friend of time".
Therefore, the outside world needs to "look at the amount of wind and things" for such "game breakers" and "innovators".