Introduction
Lead
The interiors are all made by the Chinese design team, and they understand China very well. Audi released this concept car representing the future, most likely is the worst Audi in history.
Editor/Hongzu Hu said
If Li Shi hadn't engaged in a series of riotous operations, he wouldn't have messed with intellectuals/eclectic immortals. That, in the past few years, we can still see more fun talk shows, very pure, quite funny, at least at that time and money is not much to do.
Later, the pool left, Li Zhiren collapsed, the husband and wife file divorced, and the wonderful presets created before the pieces basically all collapsed, so everyone no longer paid so much attention to the talk show, and the traffic and profit space were further rested.
So, ah, in the history of more than 5,000 years, the word "desireless" is just what you have to understand in a different position. If you play too much, talk too much, and blow too hard, you have to be turned over and spit on later.
Writing so much at the beginning, let's start now, talk about Audi, and its newly released urbansphere concept car.
Co-creation? China Smart? 4-seater van? It's very unAudi
Everyone in the workplace is basically involved in PPT, right? The bosses in the workplace have seen countless different kinds of PPT.
Therefore, on the day of late April 2022, on a PPT, it is written that "we want to co-create with users, we want to further listen to the opinions of the target group to build cars, we want to let the Chinese team carry out more leadership, our new intelligent electric vehicles should focus on intelligence, and we will add more ecological capabilities to intelligence." ”
With this set of things, I went into the investor's office, believing that there was a high probability that I would be driven out. Why, because of the above a lot of things, next week back to China Jia accountant basically said 8 years ago, the current first-line brand Wei Xiaoli said, the head players in the traditional car companies - such as the Great Wall Salon at last year's Guangzhou Auto Show, GAC Aian and so on, many car companies, everyone said.
Well, after reading Audi's set of highlights about the latest release, you will be bored. Even if, it's Audi.
So, now let's take a quick look at the new car in depth, and don't forget the words I laid out at the beginning. If the ability is not strong enough, basically the more you say, the more you are wrong, unless the skill is big enough and the force is big.
Let's take a look at the keywords of the new car now, which are probably as follows:
1. Design, according to the needs of Chinese customers, co-creation is completed, Audi China interior team is fully responsible for the interior part, the German team will build the car, in addition, in the design part, more collection of Chinese target customers, KOL opinions and suggestions;
2. Only from the core information revealed at the press conference, the main body of the modeling style is similar to the MPV, with the largest size ever in the history of the Audi concept car;
3. The interior is a diversified style, through the size of the ring seat, the headrest that can rotate, the wooden material interior, the hidden tea set, etc., let people enter the car, have the feeling of home;
4. The screen in the car, the front row is projected, the rear row has a transparent screen to achieve a sense of cinema, and there are other intelligent operation modes in the car, such as Audi's gesture control, as well as eye tracking technology, etc., to achieve the function of actively responding to passenger needs;
5. Description of the power, relatively understated, dual motors = 295kW (about 401 horsepower), peak torque of 690N·m, can be switched by driving /quad after the completion of control, 800V technology, 5%-80% charging time of 25 minutes, WLTP cruising range of 750 km;
6. Intelligent performance, L4 level of automatic driving, support for the vehicle to hide when driving the steering wheel, etc., but also support the driver to take the initiative to take over, intelligent cockpit part, play is the first-hand Audi overall digital ecosystem, online navigation, online office, ordering and shopping and so on.
So, after reading these condensed summaries, what kind of car will you find this?
First of all, an ugly car, especially to a large extent, mentioned, "This is a product after co-creation, not only co-creation with the Chinese team, but also co-creation with Chinese users." Look closely at the front face, or audi's familiar elements and aggressive details, but when the lights come on, you'll see that it's too similar to the new modern Tucson. Of course, the design of the front of the car is not a negative score, the side is. Because, in the pure electric models that Audi has shown many times, about the future models, it has been clearly shown that under the pure electric platform, the internal combustion engine is abandoned, and it can release a huge space in a relatively small size. But this time, even if there is no SUV or MPV, so the bloated feeling is full, yes, it is still a 4-seater, and its own space restrictions are very small. The design of the car is fine, but although the so-called Chinese design team is fully responsible, its style is still European, not Chinese. Since it is necessary to target Chinese users and give the feeling of going home, then this is not mentioned, and the slot point is obviously too much.
Then there is a, outdated car. As I said above, on this body, you actually can't see anything new, the new BMW 7 Series has been directly mass-produced rear screen, as for the mobile phone control on Audi has always been difficult to use, or BMW is more fragrant. Eye tracking to provide proactive services? Ma ya, now 120,000 domestic SUVs are directly loaded.
So, on this set of things above, you will find out what is Audi's new concept car? It is a 4-seater van, sitting in the car can find some feelings at home, such as the seat can be rotated, the headrest can be rotated, look at the screen you want to see, and then operate the relevant functions. In terms of intelligence, the L4-level Flag has stood up again, but the so-called digital ecosystem, as you know, is still around China's BAT/TMD/Youku + iQiyi + Himalaya + and so on. Without him, the ecosystem is like this, unless Audi himself throws money at new ones.
And the turnaround,
After all, Audi generally does not dare to directly mass-produce concept cars
Ask a question, does Audi dare to build it directly? The answer points almost 99% to, no.
Because Audi is not a brand with a high degree of freedom, it is different from the Quand family backed by private owners, the organizational composition is like the structure of the investment group Daimler, it wants to do something, involuntarily, you have to look at the face of the Volkswagen Group, but also to see the face of the Porsche family of the holding group, and the face of the Piët family.
Therefore, in the history of Audi's mass production body, you look at this car in the cool reasonable range, like a mass production car, it comes out basically like that; and if the corresponding design, ideas, etc. are too bold, then basically it will be partially presented on the production car.
Based on Audi's years of car-making logic, this time the new concept car, the probability will be the latter. It is still unclear what it means to create a car that the large size of the MPV brings the feeling of going home, and what it really means to be able to contact consumers.
After all, you can't sell it to the rich like a house, and its functional shortcomings are too much.
And if Audi wants to sell it as a new technology model to the rich, there is only one breakthrough, that is, the claimed L4 level automatic driving technology, really falling. Audi package ticket, use mine, you drive at will, people don't care, there is an accident Audi package compensation all, etc., which more or less makes the car meaningful.
Take a closer look at its power parameters, there are too many models on the market that can be equalized, there is no reason to buy you Audi.
Look at its performance, as well as the most famous Quattro, these days China's new power Zhiji L7, and made a new record of drift distance exceeding Porsche, brushing the sense of existence.
So what else can you do when you buy an Audi? BMW and Mercedes-Benz's new generation of technical models are now very powerful, the Mercedes-Benz EQS driving/riding texture, more than AMG and Maybach have surpassed, BMW i7 is a direct Rolls-Royce element upper body, ritual sense, aura and so on.
So, what can you do to buy an Audi? At present, there is no answer.
Unless, this time, it can really give its words to the circle. The last time I said that I had mass production of L3, but because the regulations did not allow it, I did not give it. This time, I also had energy to produce an L4, but because the regulations did not allow it, I also did not give it. Then this matter will directly lose credibility.
Write at the end
Finally, I would like to say something about sentimentality. What exactly Audi was thinking and what it was going to do.
In the news dissemination, it is very colorful to say 2 things: 1. Chinese consumers and opinion leaders participated in our design, then the design of this car is to meet the aesthetic needs of this part of the population; The Chinese design team is fully responsible for the design of the interior, which means that the relationship with the German side is not too big, but the clear-eyed people can still see that this is the same as the decoration, the European style is obvious, and it cannot be hidden.
Audi just makes friends with Chinese? The pattern is a bit problematic, especially with such a concept car, people can't get what it's going to do.
Look at the general environment, these days of Lexus RZ release, BMW i7 release, Mercedes-Benz EQS SUV release, Lincoln new concept car release, round after round of smashing, Audi can leave everyone with the impression, close to nothing.
So, a 4-seat van style, an Audi that is particularly similar to BMW in terms of creativity, does not look amazing, and is functionally homogeneous, and where is the product competitiveness.