The marriage between SAIC and Audi began in 2016 or even earlier, and there was no exact model news until 2021.
Delaying landing time is not necessarily a bad thing, especially at a time when the automotive industry is facing great changes.
Two years ago, when we were producing cars, we were still focused on products, including safety configurations, smart technologies, etc., all to improve the consumer experience. Today, two years later, under the demonstration effect of new forces, major traditional car companies have reached a consensus on the concept of user-centricity. As for how to put this concept into practice, there are different tricks.
For SAIC Audi, a latecomer, this may be an opportunity that must be seized.
Up to now, most of everyone's understanding of user-centricity begins with user co-creation, and there are not only many ways to co-create, but also a wide range of fields.
For example, you can co-create a car with users, car companies only need to do three major parts and body, appearance details, car machine functions and other aspects can be co-created with users; for example, you can co-create a sales model with users, through online collection of orders and user information, the development of new retail implementation plan; you can also co-create after-sales rights and interests with users, collect users' real needs for car use, car maintenance, and use resources on the blade.
Tasting the above parts of the content, this is not just a product sale and purchase, but in the whole life cycle of car building, car purchase, car use, etc., let users participate, and maximize the user's car experience.
Isn't the whole process of user participation in the use of the car mentioned earlier "becoming a user travel solution provider"?
Although SAIC Audi is still in a difficult survival period, it needs to be down-to-earth to solve various problems caused by "backwardness". But at the same time, we also need to look up at the stars and see the new opportunities created by the changes of the times.
Since co-creation is the best solution to the problem, what about the two answers of SAIC Audi A7L and new retail model?
Best or worst Audi A7L
In Audi's product system, the Audi A7 that originally needed to be imported, as well as the S7 and RS7 derived from it, are pure but not simple models.
The Audi A7 has the size of an executive class sedan, but it, like the A1, A3 (hatchback version) and A5, retains excellent sporty characteristics, of which the shape of the large slipback is its most obvious and classic feature. However, although the sports car has a place in China, it is difficult to climb sales, which is caused by the domestic market demand.
It may also be to distinguish it from imported models, the SAIC Audi A7L has grown a "tail" in the process of lengthening.
In the beginning, people's views of the "tail" were mixed. Those who agreed felt that the orthodox sedan design made the best use of the space inside the car and was more elegant. The voice of critics is also easy to understand, a sports car, now transformed, is equivalent to losing the original "soul" and becoming not pure enough.
From the perspective of SAIC Audi, pure or not is actually not very important, because the original sneaky Shape of the Audi A7 is not much people can deeply understand its athletic ability. Taking a step back, you have to pursue the personalization of the shape, is this not still the choice of imported version of the Audi A7?
At present, SAIC Audi only has such a model as A7L, and the safest thing to do is to make it more Chinese. Although most domestic consumers have a certain demand for car driving control capabilities, they have not yet reached a very pure level, and the core demand is still in terms of space, configuration and workmanship. Therefore, the appearance change of SAIC Audi A7L is reasonable, and it is more administrative, still retaining certain sporting characteristics.
The Ashkenazi top three have a slightly different understanding of sports cars, and Audi is the most straightforward. Everyday cars best reflect performance scenes, such as starting acceleration and grip in special environments, so Audi offers high-power engines and an improved version of the Quattro all-wheel drive system. It is no exaggeration to say that most car owners will not be able to make the best use of these two aspects throughout their entire car cycle.
This is the product basis that SAIC Audi provides to users, and the rest is the co-creation part. The data shows that the average age of savoy Audi A7L owners and order users is under 35 years old, and personality is still one of the core needs of this part of the user, so SAIC Audi has also launched two versions of black samurai and white mage, which is a bold attempt for luxury brands.
The change of SAIC Audi A7L, whether it is a dog-tailed sable or the icing on the cake, has its own consumers to draw conclusions. But from the perspective of the general needs of Chinese consumers, the SAIC Audi A7L is actually a very balanced model, which can be both administrative and sporty. On the other hand, after the lengthening and enriching the configuration, the SAIC Audi A7L can even form a dislocation competition relationship with the BMW 5 Series and Mercedes-Benz E-Class, and for other models of the same size or the same level, it has achieved dimensionality reduction.
A radical change means either getting better or worse ever since. But saic motor Audi A7L did not have a choice, it shouldered a heavy responsibility in the most difficult times, and could only face the difficulties.
Co-create a service system with users
Although the buffer period of communication and coordination at the beginning is over, the growth of SAIC Audi will still be under pressure from FAW-Volkswagen Audi. If it cannot be properly handled, SAIC Audi will be dwarfed by faw-Volkswagen Audi.
At present, SAIC Audi only has one model to deliver, and even though three models may be launched this year, it is still not the best way to build a traditional sales channel on its own. Under the concept of co-creation and the increasing acceptance of the new retail model by consumers, SAIC Audi has a new idea.
First of all, in terms of retail, SAIC Audi has chosen the model of online booking and offline delivery like a new power brand. Consumers can customize exclusive cars through the SAIC Audi APP, from the appearance kit to the interior seats to the technology configuration, which can be customized through the APP. At the same time, two Audi Cities, SAIC Audi Enterprise and Audi City stores across the country have opened.
Booking cars online, picking up cars offline, and then providing maintenance services through cooperation with third parties is not new, but at least it provides a different experience and after-sales protection.
In terms of rights and interests, adhering to the concept of "user-centric", SAIC Audi collected users' opinions on the rights and interests of car owners through the APP before the A7L opened the booking. For example, free in-depth maintenance, door-to-door delivery of cars, airport exclusive parking, etc., are finally adopted and implemented through fan voting.
In the past, we all said that luxury brands want to tell users what kind of products they need. Today, luxury brands respect what users want. Because car companies and car owners have changed from simple buying and selling transactions to a closer relationship such as long-term cooperation.
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Although global auto giants such as Volkswagen and Toyota have chosen to play double-line operations in China, it is still unknown whether such operations are suitable for luxury brands, and there are not many models left for SAIC Audi. Previously, Audi has also given the PPE platform to FAW, which undoubtedly aggravates the embarrassment of SAIC Audi.
The change of SAIC Audi A7L is theoretically in line with the domestic market demand, but it is also possible to seize the current A6L market to a certain extent. Combined with the current new retail model of SAIC Audi and the latest operating concept, there is still an opportunity to lay its own world in the new era.