The spark of Chinese rock is in Shandong, and the fire of car circle rock is in Audi.
"I watch more music festivals in a month in Shandong than I see in a year elsewhere." Not long ago, a hot search made people suddenly find that Shandong is no longer the "local" province full of "local" atmosphere in the impression, and has become the hometown of rock and roll.
Shandong is the most inclusive and open place for rock music in China, from government support to national rock and roll, at the scene of the Shandong Music Festival, you can even see local leaders holding up their hands and shouting to fans: We are responsible for safety, you are responsible for happiness. Even Grandma Shandong can skillfully follow the riff of the heavy band to dance the body.
Audi also has an unusual fate with rock and roll, and many years ago, the rock veteran Zhang Yadong wrote a song "Go My Way" for the first generation of Audi Q5. The launch conference of the new Audi Q5L just held was organized by Audi into a rock carnival in the name of "freedom", and the luxurious lineup composed of Escape Plan, Project Ace, Zheng Jun, Zhang Yadong, and Zhao Zhao took turns to perform on stage, just like listening to a live concert at the live house, completely unlike a new car listing conference.
For freedom, in fact, everyone has their own feelings, just like there are a thousand Hamlets in the eyes of a thousand people, and freedom can have many answers. But whatever the answer is, the only constant is that freedom is the ideal state that everyone pursues all their lives, and it is the positive force that drives us to constantly become better.
Haruki Murakami once described freedom this way: loyalty to oneself, the right to do "subtraction", self-disciplined execution, and unhindered persistence. Freedom is not only about respecting the choices you make in your heart right now, but also about persevering.
At the press conference, each guest also showed the freedom of different attributes, such as the escape plan is fearless, Zhang Yadong is peaceful, Project Ace is omnipotent... Through the exploration of different ways of freedom, a truth has been summarized: there is no standard answer to freedom, and it does not need to be deliberately defined.
So what is Audi's "freedom"?
"Freedom" has always been the philosophy that Audi Q5L wants to convey, and Audi's DNA determines that this brand not only means to produce cars with better performance and more advanced technology, but also means to make every detail of the driving experience perfect. Therefore, the "freedom" pursued by Audi is to start from each user, take the user as the center, bring unique products, improve the quality of life of users, and make consumers who are eager for high-end travel sincerely satisfied.
Music is one of the best mediums for transmitting the spirit of freedom, and rock and roll is even more so.
To those who don't know, rock 'n' roll seems to be the kind of guitar that screams, or jingles drums, and several people jump and shout and shout on the stage.
But real rock is not like that. At the heart of rock is freedom, equality, defiance, authenticity. In my opinion, Romain Rowland's sentence "There is a kind of heroism, that is, to love life after recognizing the truth of life" best represents the rock spirit in my heart.
But what does this have to do with Audi? What is Audi's purpose in creating such a conference?
There is a very hot view in the positioning theory of the famous American marketing experts A. Rees and Jack Trout: positioning is not around the product, but around the mind of the potential customer. Therefore, it can be seen that in the market competition, the winners are often the first brands to occupy the user's mind. For example, when it comes to Haidilao, it thinks of the hot pot with the best service, and when it comes to Coca-Cola, it thinks of the best carbonated drink, which is the brand's mental resource. What Audi wants to do is to firmly bind "freedom" with the new Audi Q5L.
Audi wants to convey to all potential owners of the new Audi Q5L a belief that with this car, there is freedom. Freedom is the most luxurious thing, so this will automatically translate into the message "Audi can bring the top luxury" in the user's mind.
This is a big chess game that Audi has been playing for many years, and Zhang Yadong is the most critical chess piece.
Zhang Yadong's relationship with Audi is very deep. At the age of 30, he became the first owner of the audi A4 imported, and successively owned the Audi A6L, Audi Q7 and other models.
In 2007, Audi took notice of Zhang Yadong, invited him to become a member of Audi Agce, and awarded him the title of "Audi Accret Pioneer". It was also from this time that Audi and Zhang Yadong launched a long-term brand cooperation throughout the past ten years. In April this year, Zhang Yadong had another identity: Audi's new music director.
Therefore, it is not an exaggeration to say at the beginning that "the fire of car circle rock is in Audi", Audi can be said to be the earliest car brand in China to carry out cross-border marketing with rock, and the support for rock and roll has been the same for more than ten years.
It is worth mentioning that this time, Zheng Jun, a close friend of the Audi brand, also specially tailored a promotional song for the new Audi Q5L - "Elopement 2021", "Elopement 2021" after re-arranging and filling in the lyrics, with a more gentle but powerful melody and more firm and upward lyrics, singing the freedom that the new generation of people in this era yearn for.
Of course, freedom is not without a price, and the freedom of the new Audi Q5L is based on a strong product force.
As the atmosphere pushed to a climax, the new Audi Q5L was also officially announced, with a price of 396,800 yuan to 487,000 yuan, providing a total of eight models for consumers to choose from.
Since entering the Chinese market in 2009, Audi Q5 has always been synonymous with luxury in the hearts of the Chinese people, with strong product strength to open up the luxury B-class SUV segment in one fell swoop, and has always maintained the status of star models in this segment.
Up to now, the Audi Q5 has gained more than 1.2 million users and won the title of "God Car" in the luxury B-class SUV segment. Over the past twelve years, audi Q5 has undergone three evolutions, from the first domestic luxury B-class SUV model in 2009 to the first luxury B-class SUV in 2018, which has always been able to understand and lead the transformation and development of the market segment.
This time is still the case, although the new Audi Q5L is only a medium-term modification, but through the comprehensive evolution of design details, interior quality, technology configuration, driving experience and performance and power, it continues to become the best companion for high-quality travel for Chinese elite families.
At a glance, the biggest change in the appearance of the new Audi Q5L is that it has a stronger sense of sport, such as the new "Q" family's iconic grille, the new "S line dynamic and elegant" two front face designs, and the standard sports seats... These are All innovative attempts by Audi to meet individual needs.
Inside the car, the new "New Tec." The application of the material dashboard and the new MIB 3 infotainment system has greatly improved the quality and sense of technology of the new car, coupled with Audi's as strong quattro ultra intelligent four-wheel drive system as ever, the strength of the new Audi Q5L is still not to be underestimated.
I think that even after many years, the "freedom night" of the new Audi Q5L will still be remembered at the launch of the new car of the car brand.
It not only brings a new format of launch, but also demonstrates how to build a luxury brand: to find a value that is recognized by the mainstream population and to invest in it persistently.
All along, Audi Q5 has always been "freedom" as the label, from "entering and enjoying freedom" to "entering and expanding freedom", and its connotation has always catered to the liberal values of different eras and achieved the same frequency resonance with the Chinese elite, and it is this spirit of continuous progress towards freedom that has enabled it to be favored by the elite for up to twelve years. Now that the new Audi Q5L has fully evolved, it will also inherit this spirit and open a new journey of freedom in the future Chinese market.