On November 17, the "Audi Future Festival" kicked off in Guangzhou. The Audi brand created an immersive triple experience space. The Audi skysphere concept car and the Audi grandsphere concept car jointly made their debut in China, vividly depicting the future. A new picture of high-end travel. Based on the three core directions of "electric travel, digitalization, and autonomous driving", Audi globally has created four major brand topics of design, performance, sustainability and digitalization around the "people-oriented" brand policy, and used the sphere family concept car as a carrier to demonstrate It shows Audi’s forward-looking thinking for the future era of high-end mobility. Based on the Chinese market, FAW-Volkswagen Audi focuses on technology and humanities to innovate and create an interlocking "New Audi" brand matrix of "new luxury, new experience, new model, and new elite".
On November 17, the "Audi Future Ceremony" kicked off in Guangzhou. Adhering to the "people-oriented" brand policy, Audi used three experience spaces, two blockbuster concept models, and a shocking brand ceremony to vividly demonstrate Audi's forward-looking thinking for the future era of high-end travel.
Evolved system strength: "Full value chain creates full system empowerment" to provide users with higher quality products and services
As the first to enter the Chinese market As a luxury car brand, over the past 33 years, relying on the joint efforts of both shareholders, Audi has continuously opened up new market segments and created benchmark products. Its cumulative sales in China have successfully exceeded the 7 million mark, making it the first and only brand in China. A luxury car brand that has reached this milestone.
Mr. Pan Zhanfu, Director, Party Secretary and General Manager of FAW-Volkswagen Co., Ltd., said: "Relying on the innovative development model of 'full value chain first and full system empowerment', FAW-Volkswagen and shareholders With the joint efforts of both parties and all partners, the FAW-Volkswagen Audi brand will surely write a new chapter of success in the new era."
Focusing on the wave of changes in the global automotive industry, based on FAW-Volkswagen's continuous efforts. With the evolved system strength, the Audi brand has launched a forward-looking layout for the future era of high-end mobility, by accelerating the system upgrade of "full-chain electrification", strengthening the innovative changes of "full-journey digitalization" and accelerating the business layout of "full-scenario intelligence" , while promoting the electrification and digital transformation of the brand, it also provides users with the ultimate product, brand and service experience.
Specifically, by 2022, FAW-Volkswagen Audi will deploy 10 electrified models in China, 4 of which will be domestically produced models, thereby giving users a new electric luxury travel experience. At the same time, the OTD digital order delivery system will cover all domestic models of the FAW-Volkswagen Audi brand this year. The application of forward-looking technologies such as L4 level autonomous driving technology, V2X 5G technology, natural voice anthropomorphic dialogue system, and on-board AI biometrics developed based on China's local characteristics will give users a new ecological experience of smart cars.
The evolved Audi brand: people-oriented, demonstrating the endless brand vitality
Currently, the Chinese market has become the core force driving the global automobile industry, and Chinese users lead the global automobile industry. The highest standards in the industry. With insight into this changing trend, Audi globally focuses on the three core technical directions of "electric travel, digitalization, and autonomous driving" and relies on the collaborative evolution of perceptual humanities and rational technology to start a leap into the future smart car era.
Focusing on the characteristics of the Chinese market and the rising trend of China’s new generation of users, FAW-Volkswagen Audi has innovatively created “new luxury, new experience, new model, and new elite” under the guidance of the global brand framework. The "New Audi" brand matrix will accelerate the transformation into a high-end digital travel service provider.
Mr. Sun Huibin, Executive Deputy General Manager of FAW-Volkswagen Audi Sales Division, said: "The Audi brand has traveled through a hundred years, and its enterprising spirit has remained consistent. Relying on the people-oriented brand policy and the interlocking "New Audi" brand matrix , the FAW-Volkswagen Audi brand will continue to open a new era of high-end mobility.
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New luxury: product evolution, vividly depicting the vision of future high-end travel
Facing the diverse needs of users in the era of electrification and digitalization, Audi has thoroughly implemented the “people-oriented” brand policy and deeply Insight, integration, and continuing to lead this trend. The Audi skysphere concept car and the Audi grandsphere concept car premiered in China are vivid illustrations of the continuous evolution of Audi's new luxury product matrix.
The Audi skysphere concept. The design of the car is inspired by the classic luxury car Horch 853, revealing the tone of future trends with its classic design and setting the future mode of travel. At the same time, the variable wheelbase technology creates two different driving experience modes: Grand Touring mode and Sports mode. , allowing the driver to instantly experience two-sided time and space.
When the wheelbase changes, the lighting pattern, interior space and atmosphere will also change, creating two different driving experiences: passionate driving and elegant and private driving. , highlighting the futuristic feel and diverse style of the Audi skysphere. In Sports mode, the vehicle's wheelbase is shortened, turning it into an electric sports car with a length of 4.94 meters, and combined with the rear-wheel steering function to make the body more responsive; in Touring mode, The interior space will be transformed into an ergonomically perfect cockpit. Along with the chassis and body, the dashboard and the display panel on the center console will also move to the rear. A car that cleverly integrates aesthetics and technology is Audi's answer. A practical response to users' changing car needs.
The Audi grandsphere concept car uses a new experience to create a "top first-class cabin for the future", which follows the compact four-door GT model. The design is 5.35 meters long, 2 meters wide and 1.39 meters high. With L4 autonomous driving technology, the steering wheel and pedals are hidden. The large glass surface, front windshield and transparent roof make the space inside the car more open. , transforming the traditional, driver-centered cockpit into a spacious lounge. Through forward-looking design, this is the Audi of the future.
In addition, it also represents Audi. A forward-looking product that reflects on future high-end travel, the UrbanSphere concept car, the third concept model of the Sphere family, will make its global debut at the Beijing Auto Show next year. Facing future travel, Audi has strengthened its brand expression through three blockbuster concept models, making travel transcend driving. Experience makes the future more exciting.
New experience: brand evolution, people-centered strengthening of brand perception
Audi’s brand concept is “Vorsprung durch Technik”. It has a history of 50 years and continues to promote the innovation process of the Audi brand.
A leader is also a forerunner. Mr. Ashutosh Dixit, General Manager of FAW-Volkswagen Audi Sales Division. ) said: "Relying on the emotional and charming brand communication of 'the future is an attitude', we will combine the century-old luxury gene with the beautiful vision of shaping high-end mobility to create a more sustainable and digital future! ”
Relying on the dual evolution of external and internal, the Audi brand will focus more on the "people-oriented" brand policy, create four brand characteristics of perceptual aesthetics, extraordinary performance, exquisite luxury and humanistic technology, and continue to provide users with Create meaningful products and brand experiences. At the same time, the Audi brand relies on a comprehensive refresh of the visual system to show an avant-garde style that leads the aesthetic trend in the digital era.
New model: ecological evolution, promoting digital transformation of the entire system<. /p>
Facing the dramatic changes in user demands in the digital era, FAW-Volkswagen Audi is promoting the digital transformation of the entire system to achieve comprehensive digitalization from products to services, relying on 7 core business coverage and 4 items. With the Audi EP business ecological digital platform for new technology applications as the driving engine, FAW-Volkswagen Audi is launching the strategic development of the Audi Internet of Vehicles, which will lead the luxury car market in 2024 with intelligent network connectivity functions.
For the service side, based on the industry-leading user digital management platform-Audi Cloud Listening System, FAW-Volkswagen Audi will provide users with more thoughtful rights and interests on the basis of achieving 100% resolution of customer complaints within one day. In addition, by 2023, FAW-Volkswagen Audi will realize the vitality and upgrade of nearly 600 dealer showrooms, bringing users a personalized and distinguished experience in the digital age.
New Elite: User evolution, promoting deep direct user connection in all aspects
Based on having the largest user assets of 7 million in the luxury car market, FAW-Volkswagen Audi focuses on user digitization A new upgrade of the operating model. At present, the deployment of a direct touch point matrix for all users has been completed. Through full-scenario direct access to 7 million users, user needs can be more accurately grasped and perceived, and satisfaction is improved. The newly launched FAW Audi APP version 3.0 has a monthly active level of 40, and the cumulative number of users will exceed one million by the end of the year. It is one of the most active touch points in the core operation of the Audi brand's private domain.
In addition, as the first new energy user operation system of a luxury brand, Audi TRON Planet will add 100,000 new registered users this year, cultivate 150 KOCs, and continue to build an innovative user operation system around the electric ecology. Audi's official car owner mini program has also achieved the remarkable achievement of ranking first in the number of registered users and activity among all car categories and luxury brands.
Relying on the interlocking "New Audi" brand matrix, FAW-Volkswagen Audi is relying on its consistent enterprising genes to refresh the new brand of "new luxury, new experience, new model, new elite" for the future. Brand perception.
In the future, FAW-Volkswagen Audi will continue to implement the "people-oriented" brand policy, focus on the four major brand topics of design, digitalization, performance and sustainability, and continue to create more ultimate products, brands and products for users. Service experience leads the luxury car market into a new era.
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