article: Original by Understand Car Emperor Li Dezhe
[Original by Understand Car Emperor 2022 Guangzhou Auto Show] [Original by Understand Car Emperor Industry] The "year-end drama" of 2022 - the 20th Guangzhou Auto Show kicked off on December 30. Looking back at the upcoming year of 2022, China's automobile industry has encountered unprecedented challenges. At the end of the year, against this background, the Guangzhou Auto Show, which has been in its 20th year, is not only a comprehensive summary of my country's auto market in 2022, but will also inject a shot in the arm into China's long-depressed and recovering auto industry.
understands the car emperor industry channel. At the Guangzhou Auto Show, we discussed the new direction of the development of the automobile industry with many car company executives, technical elites and marketing experts, and asked about the new growth of the automobile market and the new changes in industry trends. The guest in this dialogue is Yu Tong, product marketing product manager of SAIC Audi’s marketing business.
Yu Tong, Product Marketing Product Manager of SAIC Audi Marketing
At the 2022 Guangzhou Auto Show, SAIC Audi not only brought three products: Audi A7L, Audi Q5 e-tron and Audi Q6, but also released the special edition model Audi Q6 Black Warrior and specially built an e-tron room. Yu Tong introduced that SAIC Audi has completed the launch and delivery of three new cars within one year. In 2023, SAIC Audi will first "digest" these three products and launch special edition models in the second quarter of 2023.
It is worth mentioning that during the Guangzhou Auto Show in 2021, Guangzhou Audi City opened. By 2022, SAIC Audi has deployed 100 offline stores, covering 68 medium and large cities. Yu Tong said that 100 offline experience stores is just a small milestone. In 2023, SAIC Audi plans to expand the number of experience stores to 200, and about 30 stores are already under construction. The acceptance will be completed and open to consumers in the first quarter of 2023. By the end of 2023, SAIC Audi offline experience stores plan to cover 90% to 95% of second-tier cities across the country, including potential third- and fourth-tier cities.
Yu Tong emphasized that despite the impact of many force majeure factors in 2022, SAIC Audi will work at full capacity in 2023 and treat consumers at full capacity to operate and warm up the temperature of co-creation and coexistence with consumers.
SAIC Audi’s booth at the 2022 Guangzhou Auto Show
The following is a selection of the dialogue (with deletions):
Know the car emperor: What are the highlights of SAIC Audi’s booth at the 2022 Guangzhou Auto Show?
Yu Tong: We brought three products to this Guangzhou Auto Show, SAIC Audi A7L, Audi Q5 e-tron and Audi Q6. This time at the Guangzhou Auto Show, SAIC Audi also released a special edition model, the Audi Q6 Black Warrior. Because many consumers now like to change their cars to black styling, this time it is equivalent to the official release of a model with many black elements, including wheels, roofs, rearview mirrors and many other black elements. It is also fully in line with the Q6's model positioning of "rugged luxury full-size SUV". At the same time, we have given this special edition model various upgrades. It is a very good choice from the perspective of styling design and service rights.
In addition to products, we also specially built an e-tron room at the Guangzhou Auto Show. The e-tron room is actually a VR virtual reality experience space. Consumers or players can experience a journey like an electric sci-fi journey game. Through such an interesting experience, you can feel SAIC Audi's thinking on electrification and future development.
SAIC Audi also specially built an e-tron room at the Guangzhou Auto Show
Knowing Car Emperor: Last year, SAIC Audi established Audi City in Guangzhou. It has been more than a year now. What new developments will SAIC Audi make in its channel layout in 2022?
Yu Tong: The day before the Guangzhou Auto Show last year, Guangzhou Audi City opened. This year, SAIC Audi has deployed 100 offline stores. Not long ago, it just opened its 100th offline experience store in Wenzhou .
SAIC Audi’s channel system is divided into three dimensions. The first dimension is the SAIC Audi brand flagship store in Jinjinhui in Shanghai, the second dimension is the Audi City located in Guangzhou, Chengdu and Beijing, and the third dimension is the Audi urban store.Our 100 offline experience stores have covered 68 medium and large cities, including all first-tier cities, more than 80% of second-tier cities, and third- and fourth-tier cities with luxury brand consumption potential. Now it is very convenient to see and understand our products no matter where they are.
Knowing Car Emperor: Do we have any plans in terms of channels in 2023?
Yu Tong: We have just completed 100 offline experience stores, which is a small milestone. In 2023, we plan to increase the number to 200. There are about 30 stores already under construction, and construction acceptance will be completed in the first quarter and they will be opened to consumers. By the end of 2023, we plan to reach 200, covering 90-95% of second-tier cities, including potential third- and fourth-tier cities, and the main coverage of the luxury car market has been achieved.
Knows the Car Emperor: Audi has a relatively early layout in terms of new energy. Can you introduce some highlights of SAIC Audi in terms of new energy?
Yu Tong: There is a word "new forces" that everyone likes to use when discussing new energy. We are also considered a new force and a new player among luxury brands.
In terms of product planning, SAIC Audi’s second product is the Q5 e-tron electric car. We rank electric cars, or new energy models very high. The Audi Q5 e-tron does not convert oil into electric like other luxury brands. This is a completely forward-designed electric vehicle based on a pure electric platform. This electric car has many interesting personalized configurations, rich colors, technological equipment and overall design, all created by Audi for the Chinese market. At the same time, as a traditional brand, we also attach great importance to the driving quality of this car. Because sometimes people feel dizzy or uncomfortable when riding electric vehicles, we pay great attention to this. After a series of adjustments, our car drives very smoothly. Coupled with Audi's famous four-wheel drive system quattro, we also have electrified equipment (e-quattro) on the electric car, so overall, it is a very comfortable and easy-to-use car. At the same time, SAIC Audi has a very rigorous car-making gene, which also ensures the safety and quality of this car.
also has some upgrades in terms of use and services. SAIC Audi will also lay out the charging ecology when opening all offline stores. Consumers can receive charging services at any SAIC Audi offline store. At the same time, in addition to our own stores, Audi's 2023 plan will specifically deploy Audi brand exclusive charging service piles, which will cover popular business districts in all medium and large cities. In 2022, there will be many services and car upgrades, including free charging services and maintenance services. On January 1, 2023, there will be a comprehensive upgrade of the service rights package, with different targeted service experiences for different models. We hope to provide consumers with a good life-cycle experience when buying, using, maintaining, and repairing cars, so that everyone can have peace of mind.
Understanding Car Emperor: We will upgrade new energy services in 2023. In addition to services, are there any new products to meet with you?
Yu Tong: SAIC Audi will complete the launch and delivery of three new cars within one year in 2022. In 2023, we will first digest these three new cars and launch special edition models, which will arrive one after another starting from the second quarter of 2022. Some models we have launched before were very popular, but sold out quickly. We will restart them this time, with a more optimized product and service mix, so that consumers have more cost-effective choices.
Audi Q6 Black Warrior Edition
Knowing Car Emperor: It is now the end of 2022, and 2023 is about to enter. How many points do you think SAIC Audi can score for its overall performance in 2022?
Yu Tong: 2022 will be very difficult for the automotive industry, but everyone has been working hard during this process.Although the situation has changed, and we don’t know whether there will be more difficulties or opportunities in the future, the overall trend of consumption upgrading in the Chinese automobile market remains unchanged. Therefore, the two major shareholders of SAIC and Audi are very confident that they will continue to cultivate the brand in depth. In 2023, we will have more and more refined operations in terms of products, brand building, channels, including interaction with consumers, user operations, etc.
Knowing Car Emperor: What do you think the competitive landscape of the new energy vehicle market will be like in 2023?
Yu Tong: After has no subsidies, people may be more rational and cautious when buying new energy vehicles . Originally, I wanted to buy an electric car cheaply, but now I will pay more attention to whether this car is what I need and whether this product is a good product for my daily life. When the tide recedes, let’s see who is swimming naked. Products compete head-on. Only with better product power can we gain more consumers. On the other hand, we have many opportunities. In the past, with the subsidized price difference, the price would look much cheaper than ours. Once the subsidies are removed, products and prices will return to a relatively close state, but we have always had a service system and product system to support us. For SAIC Audi, there will be more opportunities.
Understanding Car Emperor: Traditional BBA pays more attention to new energy. In this regard, how does SAIC Audi view the competition of new energy in BBA?
Yu Tong: For Audi, it has already started to engage in new energy very early, and it is the first brand to fully develop new energy. In 2023, we will build a new energy ecology not only in terms of products, but probably also in terms of the entire system, so we can look forward to 2023.
Knowing Car Emperor: What expectations do you and SAIC Audi have for 2023?
Yu Tong: is a year we can look forward to, both for us individual practitioners and for OEMs. 2023 is a year we can look forward to. In 2022, everyone will be under a lot of pressure and there will be many force majeure factors. For us, we are also working very hard to eliminate the impact of these factors. In 2023, we will work at full capacity to treat our work, treat consumers, and operate and run the brand at full capacity. SAIC Audi is also relatively advanced in community operations among luxury brands. In 2023, we will do more and better consumer operations and co-create content. We will continue to reflect on what we have done in 2022. We will summarize some experiences in 2023, continue to strengthen the good points, and continue to increase the temperature of co-creation and coexistence with consumers.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-