On April 18, SAIC Audi held a press conference online with the theme of "The First Year of Enterprising Hui", at which it reviewed the development of the brand in the past year and interpreted the brand planning, product layout, system operation and other aspects. Most ordinary consumers are naturally most concerned about the product. While announcing the general direction of the brand level, the Audi Q6 and design were also analyzed, and the Audi A7L Wind Knight Edition and paladin edition were simultaneously launched.
The SAIC Audi Q6 has a new design and power
In fact, Audi's design style, we are already very familiar with, even if the name of the electric car with e-tron, did not show too much freshness, and SAIC Audi Q6 as a traditional fuel vehicle, in the design of our eyes to shine. According to reports, the new car design inspiration comes from the ancient god beast Qilin in the mainland, and the designer integrates the understanding and expression of Chinese culture on the basis of Audi's new generation of family design language, which is another breakthrough and innovation on the road of aesthetic exploration.
Compared with the Audi models on sale, the most obvious feature of the Q6 is that it adopts more rounded lines, just like the real wise, never aggressive, but knows how to converge sharply, such a design is more in line with the Chinese way of dealing with the world. Let's look at it specifically, the polygonal "big mouth" is indispensable, there is a honeycomb structure inside, and it is reported that there will be two treatment methods of silver and black to meet the needs of different users.
The split light set is the most obvious difference from the Audi models on sale, which is sufficiently individual, but may have a different view. Because no matter what model, the split headlights have always been controversial, people who like it love it to the point of not being able to do it, and people who don't like it are completely indifferent. In fact, not only the Audi Q6, the new BMW X7 released not long ago, has also been changed to split headlights, is this going to become a new fashion trend for luxury brands?
Where innovation, there will always be controversy, I think the design of SAIC Audi Q6, will certainly attract everyone's different evaluations, as to whether it is good or not, everyone has their own standards, I will not give my own views here.
Although it is a medium and large SUV, the Q6 side does not deliberately use horizontal and vertical to create a burly visual feeling, the waist line and window line are obviously raised, coupled with the slightly downward roof, the overall is still relatively sporty, the sense of volume is not so large, it does not look too much like a car length of more than 5 meters of the big hunk.
The tail line is relatively rich, but more than chaotic, through the taillights in the expected, I believe that after the light will have a high degree of recognition. The shape of the lower bracket is slightly more complicated, but if it is simplified, it may look more comfortable. Although it is a fuel vehicle, it uses a hidden exhaust, which is too low-key.
Judging from the previously exposed interior, the Q6 is also different from the models on sale. Mainly the embedded central control screen has been changed to a suspension type, while the shape of the center console is also more layered, and other parts are still the "Audi flavor" that we are more familiar with.
According to official information, the Q6 will be equipped with a Wagner leather-wrapped premium executive seat, the surface of the diamond diamond pattern with contrasting hand stitching embellishment, visually bring a sense of luxury at the same time, but also bring a more comfortable ride.
In terms of power, the new car is also innovative, is the first Audi domestic model equipped with the fourth generation EA888 2.0T engine model, from the previously exposed information, this engine also has low / high two kinds of power tuning, the maximum power is 231 horsepower and 265 horsepower, the maximum torque of the high-power version will reach 400 Nm, compared to the current 2.0T engine, the parameters have been significantly improved, I believe that the power performance will be more outstanding.
At the same time, audi A7L launched two new models, the Paladin Edition and the Wind Rider Edition, priced at 519,900 yuan, including 4 colors, and added quattro four-wheel drive system, intelligent off-parking, B&O 3D surround sound, 20-inch wheels, 3D panoramic image, front seat heating and other configurations on the basis of 15 standard equipment of the 45TFSI series.
The brand play is younger
In terms of brand operation, SAIC Audi has chosen a differentiated track from the beginning of its establishment. In the past year, SAIC Audi has introduced agents and service partner partners to join SAIC Audi's new retail business circle by building an online and offline operation system and accelerating the innovation and reform of the "physical e-commerce ecosystem" model. Shanghai's flagship brand center "Enterprising Hui", the Audi City of Guangzhou and Chengdu, 51 Audi city stores in 43 cities across the country and 102 service providers in 60 cities have been put into operation, jointly building a terminal experience for SAIC Audi. In addition, SAIC Audi has also joined hands with ecological strategic partners such as Tencent, Alibaba and NetEase to broaden the concept of SAIC Audi ecosystem and give users ubiquitous brand perception.
At present, focusing on the new upgrade of the user operation model, SAIC Audi has realized the global matrix deployment from "user link" marketing to "user heart road". In this brand anniversary event, SAIC Audi sent a station letter belonging to personal anniversary memories to each user in the App. Along with the station letter, there is also the identity of "Shang'aohui" and the badge system that highlights the user's personal achievements through different levels. At the same time, SAIC Audi is exploring and building the country's first digital collection community system, Tencent Magic Core has officially entered the SAIC Audi App, from the beginning of users to enter the App will have a customized "digital identity", the new wave of community play for users to bring users a personalized and noble experience in the digital age.
In order to introduce the enthusiasm and creativity of users into brand building in an all-round way, SAIC Audi has planned a series of user co-creation activities and handed over the "decision-making power" of major issues that users are most concerned about to the hands of users. The community name of "Shang'aohui", the "Huixing" mechanism, and the exclusive service rights and interests enjoyed by car owners are all the results of the co-creation of brands and fans. At present, there are also a number of ecosystem partners including QQ Music, NetEase Cultural Creation, and Tiger Punch entering the "Shanghai Aohui" to build rich and diverse high-quality content with the brand.
From model innovation to system upgrading, from brand building to value co-construction, SAIC Audi adheres to the consistent enterprising gene, unites the strength of users and all parties, and jointly builds a "new four circles" of multi-dimensional interaction and value co-creation, creating a complete set of new experiences covering high-end food, clothing, housing and humanistic spirit, and comprehensively refreshing users' perception of the brand.
summary
From products to brands, SAIC Audi has shown us its difference, it breaks our understanding of traditional luxury brands, this new brand is younger and more dynamic, and I believe that in the young market environment, it will have greater development.