Audi A3 wants to draw a circle for you. It’s limited edition and will attract your attention. Why don’t you go to heaven?

Cross-border marketing in the automotive industry is becoming more and more entertainment-oriented, but Audi suffered miserably this time.

During the opening of the 2020 Guangzhou Auto Show, Audi released a new Audi A3 Wang Yibo limited edition model. Some of the details of the new car’s appearance include the four interesting letters “YIBO” and a customized appearance kit. It looks more avant-garde and trendy, and the price is 268,500 yuan. From a marketing perspective, the cross-border cooperation between Audi and the entertainment industry can only be regarded as "eyeball-grabbing". How much impact can it really have on the Audi brand? How much impact can it have on product sales?

I am personally skeptical about this!

Audi is “not the old man” it once was

From the perspective of market brand awareness, Audi has always been one of the three major luxury brands in China along with Mercedes-Benz and BMW. It was once referred to as "ABB", you can tell from the order of names, the market position of the Audi brand in China at that time. I don't know when, but now the three major luxury brands in the automotive industry have long been changed to "BBA". The change in the seating order makes me I want to say to Audi, "Your uncle is no longer the uncle you were before."

As the first luxury brand to enter China, Audi still has its own aura. However, as product competition intensifies, Audi’s products in China are becoming less and less competitive, and they have to “trade price for volume.” "sales strategy, even so, in the Chinese market in 2019, BMW sold 723,000 vehicles, Mercedes-Benz sold 702,000 vehicles, and Audi sold 690,000 vehicles, ranking last among luxury brands.

Even if the sales volume is at the bottom, Audi still wants to play its own style in "cross-border", so the Audi A3 Wang Yibo limited edition debuts.

Audi A3 wants to spend money to "green" itself

Speaking of Wang Yibo's limited edition model of Audi A3, the two body colors are black and green, and the price is 268,500. Yuan, and what is the current market situation of Audi A3?

The original price was more than 190,000, and the current price is more than 150,000. This is the reality, and Audi is unable to change it even if it wants to. I wonder if you, seeing this, would still spend 270,000 yuan to buy this car? Wouldn’t a slightly rational person think it would be nice to “save more than 100,000 yuan”?

If we talk about Wang Yibo, he has countless fans due to his good acting ability and has become a traffic controller, but this is limited to the entertainment industry. Audi is facing competition among traditional industrial products, and it should rely more on its products to speak for itself rather than earning "traffic tasks."

The result is that the Audi A3 Wang Yibo co-branded limited edition did attract a wave of "firepower", but in the end not many people could spend money to buy themselves a "green car".

Perhaps Audi had already thought about it and just wanted to catch people's attention, so it made a limited edition of 23. However, the slogan "Audi? X? YIBO" dug a hole for itself. This slogan may seem okay at first glance, but when you read it, it feels weird no matter how you read it! I really haven't thought about whether "X" is pronounced "IKES" or "insert". I don't know if the friends at Audi or "YIBO" have any good ideas. I can leave you some thoughts after reading this.

No matter what the result is, the Audi A3 Wang Yibo limited edition model can only be destined to be a car of Audi's for fun. From the global limited edition of 23 units, it can be seen that this car is just a fan economy. product.

Speaking of this, I want to make a big "hard advertisement" for Audi. Since I want to do it, I will do it to the extreme! The detailed "YIBO" logo all over the body is too dull and not obvious when driving. Our idea is to wrap the entire car body so that you can truly become a "landscape" when driving in "GAI".

“No matter how high the decibel level is, boos will remain boos; no matter how high the traffic volume is, dross will never become high-quality products.” Audi insists on making noise and speculating on traffic. How much value can it bring to the brand by relying on these?

Is it difficult for Audi to make good products? Not difficult! I am 10,000% sure of this. With a century of car-making history, it’s okay not to make trouble, but I insist on “zuo”.

Finally, I still want to say something to Audi. I want an "A3 Beyond Limited Edition" and I wonder if it can be arranged?

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.