Talk about your understanding of Audi (extra 200 points for good answers)

The Audi in my heart

The traffic is rolling and the sun is burning. The eye-catching four-ring logo always catches my eye. Audi is like a gentleman with grace and profound connotation. He can always impress people deeply with his unique, subtle and unassuming demeanor.

"Creative ideas change the future", "Breakthrough in technology, enlighten the future", "Fang Cun" and other creative advertisements are told to the world all the time on TV, newspapers and the Internet. As the most luxurious brand in China at present, , Audi, the most advanced high-end brand with the strongest adaptability to national conditions, has long been integrated into people's lives. Audi has received good news one after another. Audi has become the official car of the World Supercar Championship in China. On April 20, 14 top Audi models were unveiled at the Shanghai International Auto Show, showcasing their future design style, attracting many eyes, and showing their leadership in high-end luxury cars. Dazzling.

The most well-known one is the Audi A6L, which exceeded 100,000 units last month. The outstanding performance of the Audi A6L has also become an important part of the Audi brand's continuous success around the world: In 2006, the Audi brand set a new sales record for the eleventh consecutive year, delivering 905,100 cars to customers worldwide, a sales increase of reached 9.2%, and car sales in 41 markets around the world hit new highs. Among them, Audi's achievements in China are particularly eye-catching. Last year, the entire range of Audi brand products sold well in the Chinese market. The total annual sales exceeded the historical mark of 80,000 units for the first time, reaching 80,808 units, a year-on-year increase of 39%. This strong growth momentum continued in 2007. Statistics show that in the past quarter, FAW-Volkswagen Audi Sales Division has achieved sales of 24,141 vehicles, a year-on-year increase of 27%. Among them, the total sales volume of the domestically produced Audi A6L was 16,110 units, achieving a year-on-year increase of 31%, and still leads the domestic high-end business vehicle market.

Why is Audi so successful in China?

First of all, as the first high-end car to enter China. In the era when Audi had just begun to enter the Chinese mainland market, imported cars at that time could be said to be the standard of "either rich or expensive" in people's minds. An ordinary Japanese imported car could attract the attention of the public, and European imported cars were even rarer. Well, as an early Audi brand in bus and other fields, over time, the Audi brand has become deeply ingrained in the hearts of the Chinese people. In order to better adapt to China's national conditions and comply with Chinese people's consumption concepts. The new Audi A6L's secondary development for the Chinese market has lengthened the body by 100 mm. The longer and wider body is in line with Chinese aesthetic concepts and is easier for the Chinese to accept. Under the premise of constantly understanding consumers' life attitudes, innovation, enterprising, and paying attention to taste and connotation, and based on constantly improving high-end technology, Audi has indeed achieved "breakthroughs in technology and enlightening the future."

So what does Audi rely on to occupy the leading position in China's luxury cars?

Among high-end cars of the same class, there is no doubt that Audi has unparalleled cost performance. While not losing luxury and class, it is more economical and greatly increases Audi's bargaining chips. Among high-end luxury cars, Audi is low-key and unassuming, dynamic and classy. As Chinese people's consumption concepts continue to change, Audi's audience has expanded from low-key and successful business people and government officials to a new generation of young and successful people who are stylish, modern and have an international perspective. Regardless of the consumption concept or the positioning of high-end cars, Audi's low-key and unobtrusive style, connotation and tasteful style are undoubtedly more in line with the consumer psychology of China's "mainstream elites" in modern society who have respected careers and a sense of responsibility, and they It is the main consumer group of high-end cars.

Based on high-end and constantly improving technology, Audi's cutting-edge technology is even more exciting and inspiring. Today, when energy is constantly scarce, who can make the engine reduce energy consumption and perform better at the same time? Whoever has more power will win the bigger market in the future. The FSI? fuel direct injection technology used by Audi achieves the perfect combination of engine power and fuel economy under the same displacement. It is the most mature and advanced fuel direct injection technology in today's automotive industry engine technology, and leads the way in gasoline engines. development trend. While increasing power and performance, it also improves fuel economy by up to 15%, which is self-evident.

Audi's long-term emphasis on technology is the fundamental reason for its top luxury brand.

However, in the early days, Volkswagen took a civilian route at the beginning, and later began to specialize in luxury cars with the high-end brand Audi. Mercedes-Benz and BMW, the same high-end car brands, can be said to be Audi's old "rivals". The three luxury brands from Germany all have their own unquestionable noble pedigree. In the hearts of Chinese people, they are all well-known high-end brands.

In the competition between the three major high-end brands, what is Audi’s advantage?

There are few domestically produced Mercedes-Benz models. Models such as E200 and E280 have been finalized for many years and have not been significantly improved for a long time. The front-end technology has long been unable to keep up with the German mainland and has long been considered relatively old abroad. car model. Audi has strong momentum. In order to better meet the needs of China, the main Audi model A6L has undergone local secondary research and development. The new Audi A6L body is 100 mm longer than the prototype, the wheelbase is 102 mm longer, and the total length is 5.012 meters, reaching the top D-class The standard car size further improves driving comfort and safety. Moreover, the newly developed technologies are all synchronized with Germany, including new continuously variable transmission, four-corner adaptive air suspension and an integrated single-frame radiator grille. Both its connotation and appearance are highly synchronized with the cutting-edge, leading the mainstream trend of the top luxury car market.

Compared with BMW, Audi also has many advantages. When comparing high-end luxury cars of the same class, there is no doubt that the Audi A6 is the most balanced and comfortable car. Take the MMI multimedia system with a large color screen, for example. It is simpler and clearer to use than the BMW iDrive system with messy menus. And the BMW cabin has minimal bling—according to the designers' wishes, there should be nothing to distract the driver. Although it shouldn't be there, it still appears: the iDrive system and the non-fixed position conversion handle under the steering wheel. In the comparison of the passability of the Audi A6L and the BMW 5 Series, the minimum ground clearance of the new A6L is 142mm, while the minimum ground clearance of the BMW 5 Series is 120mm. The new Audi A6L will perform more easily when passing through uneven potholes, while the BMW 5 Series It will appear more difficult. Let’s look at chassis protection. When a car passes through a rough road, the chassis may be underpinned, which may damage the vehicle's chassis to a certain extent, so chassis protection is particularly important. The chassis protection of a car is generally chassis sealing and protective armor, both of which spray some chemical coatings on the chassis to protect the chassis from corrosion. Of the two protection measures, protective armor offers better protection.

Among the two cars, Audi's new A6L uses protective armor, while the BMW 5 Series only uses chassis molding. Therefore, in terms of chassis protection, the new A6L is better and has greater support for passability.

Finally, the height of the vehicle body is adjustable. Adjustable vehicle height refers to using the vehicle's suspension height adjustment to adjust the overall vehicle height. A vehicle can be height-adjustable, and the greater the adjustable height range, the stronger its passing ability.

When it comes to lifting the body of a car, the first thing we think of should be the Audi A8. The chassis of the A8 is equipped with air springs to lift the height of the car. This technology is optional on the new A6L, and car owners can choose Installing relevant systems allows the height of the vehicle body to be adjusted; the BMW 5 Series does not have this feature. Therefore, in terms of adjustable body height, the new A6L has an advantage to a certain extent.

It can be seen from the above comparison that the new Audi A6L is better than the BMW 5 Series in terms of overall passability. The current road conditions in China are generally poor. Even in urban Beijing, there are many bumpy road sections, let alone the suburbs and other places. In this case, the car also needs to have strong passability. Audi has been working hard in the Chinese market for nearly two decades and has a relatively better understanding of the actual situation in China. The new A6L's passing performance shows that it is more suitable for China's national conditions.

Moreover, Audi has a considerable number of various models for consumers, and each model is divided into different styles for consumers to choose from. This will undoubtedly allow consumers to more accurately find the one that suits them best. vehicles to fully meet the multi-level needs of users in different market segments. In this regard, Mercedes-Benz and BMW are inferior.

In addition to after-sales services that are close to people's lives, Audi has a relatively wider and more sales and service points, making it more convenient for everyone to know and understand Audi. It’s closer for everyone to enjoy Audi’s after-sales service.

Little by little, ups and downs, Audi has come step by step, leading the Chinese luxury car brand with strength.