In the red-eyed car market, why can Audi A6L "make a fortune quietly"?

Car one

2024-04-27 16:40Published in Beijing

The beginning of 2024 is more than last year, but with the addition of cross-family players like Xiaomi and Huawei, the future direction of the automobile market is becoming more and more ambiguous.

With the doubts of the great changes in the industry, Audi A6L once again proved to the outside world the power of "classic forever" with its stable market performance, and also cooled down the current era of fighting traffic.

Contrarian is still out of the circle

In all walks of life where new products emerge in an endless stream, the three words classic seem to have a calm temperament, and Audi A6L is such an existence.

As we all know, in February this year, the sales of the domestic car market are not optimistic, from the data, in February, the retail volume of China's passenger car market has achieved a year-on-year and month-on-month decline, such as the Audi A6L in the C-class car market is also the same, the cumulative sales of the market segment was 44,428 units, down 31.92% year-on-year, down 25.07% month-on-month.

With sales of 10,019 units, the Audi A6L is the only product in this segment to sell more than 10,000 units per month. Such results also allowed the Audi A6L to enter the top ten of the all-level sedan sales list that month, and became the only medium and large sedan with a price of more than 300,000 yuan in the list. Together with the Mercedes-Benz E-Class and BMW 5 Series, they are also lagging behind the Audi A6L, which is enough to see that the market resilience and market vitality of the Audi A6L are quite strong.

In March, the Audi A6L still maintained a sales level of more than 10,000 units, reaching 16,500 units, once again in the leading position in the medium and large luxury car market.

In fact, the sales of the Audi A6L always give people a feeling that they are not competing for anything, but they can always rise steadily, and because of this, the cumulative sales of the Audi A6L in the Chinese market are also gradually rising, and are now gradually approaching 3 million units.

Of course, Audi A6L is just a microcosm, behind FAW Audi, then the market performance is more stable, take last year, FAW Audi achieved a total of 698188 sales throughout the year, a year-on-year increase of 9.8%, such a growth rate in the first-line luxury brand camp is also the No.1 position.

It is worth noting that since the establishment of FAW Audi, its cumulative sales have exceeded 8.5 million units, which is also the first and only luxury car brand in China to achieve this achievement, and behind the 8.5 million sales, it shows FAW Audi's strong user base and brand strength.

Even with a milestone sales of 8.5 million units, FAW Audi is still improving its main product matrix, such as the launch of the all-new Audi SQ7 and the Audi A8L Horch Founder's Edition, all of which aim to enhance the brand image of FAW Audi's luxury cars.

In addition, for the new generation of users, FAW Audi is also gradually increasing the layout of younger products, such as the launch and debut of the new Audi A3 and Audi Q6 e-tron in the mid-term facelift, which not only shortens the distance between FAW Audi and young users, but also shows FAW Audi's insight and execution on market demand.

A luxury brand that is no longer on the shelf

For the vast majority of ordinary people, luxury brands always have a natural sense of distance, and FAW Audi seems to be breaking this sense of distance.

In the era of electrification, in order to meet the needs of users in the new era of electric travel, in terms of charging facilities, the Audi brand has more than 170 charging piles in 25 cities, and has established more than 8,000 charging terminals and more than 50 fast charging stations with partners, bidding farewell to user anxiety for new energy users.

In addition, in order to let more users feel the charm of Audi, FAW Audi has also opened four new energy experience space Audi e-tron Space experience stores in China, allowing users to feel the products and technical strength of FAW Audi up close.

In terms of digital marketing, FAW Audi has also created a number of touchpoints such as FAW Audi APP, mini program, and official website to build a full-touch operation system, covering a full range of high-end life services for users, including clothing, food, housing, transportation, and entertainment. For example, FAW Audi APP is a unique "circle of friends" created by FAW Audi for users, where everyone can share their car experience, exchange car tips, and exchange exclusive goods and services in the points mall, providing luxury quality services in a diversified way.

As always, insist on doing the right thing, this is what Li Fenggang, executive deputy general manager of FAW Audi Sales Co., Ltd., once said, and judging from the current results, FAW Audi has indeed done this and done it effectively.

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