月度归档 2024年11月20日

The crown sword points to Audi for a year, but Toyota’s positioning remains in doubt

Our reporter, He Fang, reports from Beijing

On December 11, for more than a month, with the help of a high-end social magazine and a well-known portal website in China, ten elite figures selected from 100 successful entrepreneurs were defined as "Crown Elegance" in the form of a charity dinner.

The birth of "Crown Yashi" is the first time FAW Toyota Crown has played a "humanistic card" in marketing. This is also FAW Toyota’s largest brand marketing activity since the new crown was listed for one year.

In fact, at the beginning of the launch of the new crown, both in terms of product and marketing, the target was the extended version of the Audi A6. At that time, Hideaki Matsugi, general manager of FAW Toyota, bluntly stated that the goal of the new crown was to "strive to surpass Audi". This "Yashi" selection activity, which is directed at the target audience, cannot help but be linked to Audi "Yingjie".

Dedicated to promoting the philosophy and lifestyle that Audi represents, "Audi Hero" was established in February 2005 and is composed of outstanding representatives and mainstream elites from the fields of art, culture, business and sports, and currently covers hundreds of social elites from all walks of life.

In the high-end luxury car market, it is rare to promote brands that focus on "humanities brands". Celebrity endorsement of high-end luxury models is currently only used by Mercedes-Benz. In any case, brand promotion that makes full use of the celebrity effect depends on persistence. Not only that, the white-hot competition of high-end luxury cars in China has been pushed to the highest level of brand competition by the three major German brands. From an emotional point of view, "China Identity" will be a test for Crown, whether it is facing Mercedes-Benz’s "Dream Car" or "BMW’s Joy".

In fact, in terms of Chinese identity, Crown has no lack of history in China. It began to enter China in the 1970s and became popular. The earliest group of luxury car owners in China still retain their recognition of Crown’s brand value. However, due to historical reasons, Crown withdrew from the Chinese market for about 10 years. It was during this time that German luxury cars rose rapidly and occupied a large market share in China.

Rejuvenation has become a new trend in luxury car consumption in China, and Crown is no exception. "According to our survey of Crown owners who have been listed for more than a year, we found that this generation of Crown owners is younger, basically around 35 years old," Gao Fang said.

The next step, in the process of winning the recognition of the crown in China, how to accumulate the brand of the crown in China decades ago and cause some resonance among the new owners of the crown may be a breakthrough point for the promotion of the crown brand. It is understood that the current sales of the crown model are basically stable at 4,000 units per month.

In fact, due to the weakness of its own brand and the "ceiling" with Toyota’s internal Lexus, the new crown did not occupy a dominant position in the competition with Audi, BMW, and Mercedes-Benz.

After the launch of the new crown, sales were in an unstable state. According to data, the car reached more than 6,000 units in January this year, but it gradually declined from June this year, and even occasionally fell below 4,000 units. FAW Toyota’s series of marketing actions are also to control the downward trend of the crown.

"Crown has been pointing competitors at the Audi A6L, and Toyota believes that the biggest problem with the old crown compared with Audi is that it is not big enough, and after the new crown is lengthened, all problems can be solved, but in fact it is not." A Toyota dealer believes that "Crown’s biggest competitor at present is Teana."

As a new replacement model, the launch of the new crown a year ago was highly anticipated by FAW Toyota and all its dealers.

"In fact, many of the Crown’s configurations are highly technical, but a common problem is that these configurations are not available at acceptable price points, such as more than 300,000 of the Crown’s main models," said the dealer. "At present, the profit for the Crown in the Beijing market reaches 40,000 yuan."

Under Toyota, the Lexus brand itself competes with Mercedes-Benz, BMW, and Audi. Under the "ceiling" of Lexus, the risk of the crown competing offside is very high.

An industry insider who has long studied high-end luxury cars told reporters that the foundation of all marketing success is first and foremost product positioning. Crown may open up another market segment and use Buick Boulevard, Chrysler 300C, Teana and other models as competitors. He suggested that in the face of Lexus’s "ceiling" and the weakness of the brand with the three major European luxury cars, the Crown brand should choose to return, focus on cost performance, and increase the configuration under the same price.

In a way, Crown even has to learn from Teana. "Nissan is taking a completely pragmatic line, while Toyota is the opposite, because Toyota has always believed that its brand value is high and it can provide better service. Teana also targeted Audi when it first went on sale, but later adjusted its positioning, and now its monthly sales are stable at around 10,000 units," Toyota dealers finally said.

   

Model picture basic parameters Xingtu Lanyue 2021 390T 4×4 Star Zun Edition Xingtu Lanyue 2021 390T two-wheel drive Xingrui version Xingtu Lanyue 2021 390T 4WD Xingyao Edition Xingtu Lanyue 2021 290T two-wheel drive star enjoyment version manufacturer’s guide price 229,900 205,900 200,900 168,900 Dealer quotation manufacturer Xingtu Xingtu Xingtu Xingtu level Medium and large SUV Medium and large SUV Medium and large SUV Medium and large SUV Energy type gasoline gasoline gasoline gasoline Environmental standards Country VI Country VI Country VI Country VI IPO time 2021.03 2021.03 2021.03 2021.03 Maximum power (kW) 187 187 187 145 Maximum torque (N · m) 390 390 390 290 Engine 2.0T 254 hp L4 2.0T 254 hp L4 2.0T 254 hp L4 1.6T 197 hp L4 Transmission 7-Gear wet double clutch 7-Gear wet double clutch 7-Gear wet double clutch 7-Gear wet double clutch L * W * H (mm) 4970 * 1940 * 1788 4970 * 1940 * 1788 4970 * 1940 * 1788 4970 * 1940 * 1795 Body structure 5 door 7 seat SUV 5 door 7 seat SUV 5 door 7 seat SUV 5 door 7 seat SUV Maximum speed (km/h) 195 200. 195 180 Official 0-100km/h acceleration (s) – What? – What? – What? – What? Measured 0-100km/h acceleration (s) 8.14 – What? – What? – What? Measured 100-0km/h braking (m) 35.13 – What? – What? – What? NEDC comprehensive fuel consumption (L/100km) 8.5 7.9 8.5 7.9 Vehicle quality assurance Three years or 100,000 km Three years or 100,000 km Three years or 100,000 km Three years or 100,000 km body Xingtu Lanyue 2021 390T 4×4 Star Zun Edition Xingtu Lanyue 2021 390T two-wheel drive Xingrui version Xingtu Lanyue 2021 390T 4WD Xingyao Edition Xingtu Lanyue 2021 290T two-wheel drive star enjoyment version Length (mm) 4970 4970 4970 4970 Width (mm) 1940 1940 1940 1940 Height (mm) 1788 1788 1788 1795 Wheelbase (mm) 2900 2900 2900 2900 Front track (mm) 1616 1616 1616 1616 Rear track (mm) 1623 1623 1623 1623 Body structure SUV SUV SUV SUV Number of doors (number) 5 5 5 5 Number of seats (number of seats) 7 7 7 7 Fuel tank capacity (L) 50 50 50 50 Car Capacity (L) – What? – What? – What? – What? Curb weight (kg) 1908 1827 1908 1771 Engine Xingtu Lanyue 2021 390T 4×4 Star Zun Edition Xingtu Lanyue 2021 390T two-wheel drive Xingrui version Xingtu Lanyue 2021 390T 4WD Xingyao Edition Xingtu Lanyue 2021 290T two-wheel drive star enjoyment version Engine model SQRF4J20 SQRF4J20 SQRF4J20 SQRF4J16 Displacement (mL) 1998 1998 1998 1598 Displacement (L) 2.0 2.0 2.0 1.6 Intake form Turbo Turbo Turbo Turbo Engine layout transverse transverse transverse transverse Cylinder arrangement L L L L Number of cylinders (pcs) 4 4 4 4 Number of valves per cylinder 4 4 4 4 Valve mechanism DOHC DOHC DOHC DOHC Maximum horsepower (Ps) 254 254 254 197 Maximum power (kW) 187 187 187 145 Maximum power speed (rpm) 5500 5500 5500 5500 Maximum torque (N · m) 390 390 390 290 Maximum torque speed (rpm) 1750-4000 1750-4000 1750-4000 2000-4000 Maximum net power (kW) 180 180 180 136.5 fuel form gasoline gasoline gasoline gasoline Fuel label No. 92 No. 92 No. 92 No. 92 Oil supply method direct injection direct injection direct injection direct injection Cylinder head material aluminum alloy aluminum alloy aluminum alloy aluminum alloy Cylinder material aluminum alloy aluminum alloy aluminum alloy aluminum alloy Environmental standards Country VI Country VI Country VI Country VI Transmission Xingtu Lanyue 2021 390T 4×4 Star Zun Edition Xingtu Lanyue 2021 390T two-wheel drive Xingrui version Xingtu Lanyue 2021 390T 4WD Xingyao Edition Xingtu Lanyue 2021 290T two-wheel drive star enjoyment version Number of gears 7 7 7 7 Transmission type Wet Dual Clutch Transmission (DCT) Wet Dual Clutch Transmission (DCT) Wet Dual Clutch Transmission (DCT) Wet Dual Clutch Transmission (DCT) abbreviation 7-Gear wet double clutch 7-Gear wet double clutch 7-Gear wet double clutch 7-Gear wet double clutch chassis steering Xingtu Lanyue 2021 390T 4×4 Star Zun Edition Xingtu Lanyue 2021 390T two-wheel drive Xingrui version Xingtu Lanyue 2021 390T 4WD Xingyao Edition Xingtu Lanyue 2021 290T two-wheel drive star enjoyment version Drive mode Front four-wheel drive Front propulsion Front four-wheel drive Front propulsion Four wheel drive form Timely four-wheel drive – What? Timely four-wheel drive – What? Central differential structure Multi-disc clutch – What? Multi-disc clutch – What? Front suspension type McPherson independent suspension McPherson independent suspension McPherson independent suspension McPherson independent suspension Rear suspension type Multi-link independent suspension Multi-link independent suspension Multi-link independent suspension Multi-link independent suspension Power Type electric power electric power electric power electric power Car body structure load-bearing load-bearing load-bearing load-bearing wheel brake Xingtu Lanyue 2021 390T 4×4 Star Zun Edition Xingtu Lanyue 2021 390T two-wheel drive Xingrui version Xingtu Lanyue 2021 390T 4WD Xingyao Edition Xingtu Lanyue 2021 290T two-wheel drive star enjoyment version Front brake type Ventilated disc Ventilated disc Ventilated disc Ventilated disc Rear brake type disc disc disc disc Parking brake type Electronic parking Electronic parking Electronic parking Electronic parking Front tire specifications 245/45 R20 245/45 R20 235/55 R19 235/55 R19 Rear tire specifications 245/45 R20 245/45 R20 235/55 R19 235/55 R19 Spare tire specifications non-full size non-full size non-full size non-full size

The 2023 Guangzhou International Auto Show officially opened. With the theme of "Breakthrough, Entering the New World", SAIC Audi made a stunning appearance with all its models, explaining the brand’s forward-looking thinking on future high-end travel. Among them, the Audi Q6 RS edition and the Audi Q5 e-tron "Bayern Munich" special livery version ushered in their debut at the press conference, which effectively responded to the yearning of the elite group in the new era for sports performance and charm experience, and further explained the young, dynamic and luxurious image of the Audi brand.

Tribute to the classics AudiQ6 RS editiondebut

Performance and innovative design are important manifestations of Audi’s enterprising genes. As a luxury brand born in the new era, SAIC Audi hopes to combine classic and innovation, maximize the inheritance and display of trendy aesthetic design and sports performance, and meet consumers’ expectations in a more attractive way. Audi Q6 RS edition is a model of this innovative fusion.

In terms of appearance, the Audi Q6 RS edition uses the Audi original performance-exclusive color "Pfeil grey" (Pfeil grey) with its low-key and calm aura, and the bright black logo forms a strong contrast with it, presenting a precious sporty texture. The red brake calipers are hidden and sharp, and they are matched with 21-inch five-piece aluminum alloy fine car two-color wheels, which show strong performance while still being gentle and delicate. Open the door, and the special interior color "Shadow grey" further stimulates the driver’s inner driving desire. Straight waterfall gray plaid aluminum trim has a gorgeous diamond texture, which adds a sense of future technology under the setting of colorful ambient lights.

Nowadays, people’s consumption requirements are increasing year by year, and there is a trend of pursuing a comfortable and luxurious experience for the whole family. The large 6/7-seat luxury SUV Audi Q6 is Audi’s largest SUV model. The real three-row layout can not only ensure the comfort of the whole family, but also the oversized trunk that can be expanded to 2398L has excellent longitudinal depth, making the vehicle meet the loading needs of various occasions such as commuting and camping. In addition, the Audi Q6 is equipped with 9 airbags that are rare in the same class as standard, and the high-strength steel of the vehicle accounts for more than 80.8%, which plays a key role in protecting the occupants. All models come standard with the Audi brand’s iconic intelligent quattro four-wheel drive system, which can automatically distribute torque according to the driving environment and achieve a 200ms speed switch, allowing the Audi Q6 to guard the family OurHours.?

AudiQ5 e-tron "Bayern Munich" special livery edition attracts much attention

Under the spotlight, the special livery version of the Audi Q5 e-tron "Bayern Munich" is very eye-catching. The deep black base, with red short lines extending from the hood to the roof, depicts the timeline pattern of the cooperation between the Audi brand and Bayern Munich. This year is the 21st year that the Audi brand has joined hands with the Bayern Munich football team. Giovane Elber, a legendary star from the top German football club Bayern Munich, attended the press conference. Dr. Wen Zeyue, President of Audi China, told the guests about the common pursuit of both parties: "In more than 20 years of cooperation, the partnership between Audi and Bayern Munich Football Club symbolizes unprecedented progress, passion and excellence. With a strong luxury DNA, Audi is firmly committed to building an electric future for customers and brand supporters in China. "

The logic behind the philosophy of competitive sports and car building is quite similar. Both require constant love, unremitting efforts and self-breakthrough enterprising spirit. As a pioneering masterpiece of SAIC Audi’s electrification development, the 6/7-seat pure electric flagship SUV Audi Q5 e-tron is built on a pure electric platform, and the cruising range can reach up to 560km under CLTC conditions. Robust chassis tuning, combined with Audi’s latest e-quattro electric four-wheel drive technology, the vehicle has strong and stable sports performance. The wind resistance coefficient as low as 0.29, the brand’s proud intelligent matrix LED headlights and customizable digital daytime running lights demonstrate SAIC Audi’s active innovation in the direction of electrification and digitalization.

Audi Q5 e-tron is not only the embodiment of brand technological innovation, but also carries people’s yearning for intelligent high-end travel life under the blessing of pure electric technology. AR-HUD head-up display, high definition matrix LED headlights, all series standard L2 + level intelligent driving assistance and many other configurations bring users a more futuristic travel experience.

At the event, Autonavi Le, general manager of SAIC Audi’s marketing business, said: "At the moment of change, SAIC Audi always insists on bringing customers the most exciting products and the best quality services." In order to provide users with a better supplementary experience, SAIC Audi has implemented 360 ° charging network ecological services and continuously upgraded. As of now, SAIC Audi’s Smart Choice charging stations have been integrated 420,000 charging end points. Audi’s exclusive brand charging stations have been settled in more than 190 shopping malls across the country, with a total of 456 parking spaces equipped with charging piles.?

As the first luxury model launched by SAIC Audi, the Audi A7L brings users a trendy product experience with luxury. The wide-bodied and low-lying body posture is matched with frameless doors, and the momentum of galloping on the battlefield leaps up. The soft and smooth body surface, the tight and powerful shoulder line and the sharp diving side waist line can be said to coexist with elegance and tension, and the determination and bearing are both present. The Audi A7L is available in two power versions, 45TFSI and 55TFSI, and is equipped with quattro intelligent four-wheel drive system. The 55TFSI model also comes standard with advanced configurations such as dynamic all-wheel steering and active air suspension. The sports seat and the high-end leather seat are equipped with rear headrest cushions, and the smart electric tailgate set is selected as standard for the whole series. The Audi AI Pro Pilot Package has reached the level of intelligent driving assistance at the L2 + level, with a 10.1-inch + 8.6-inch central control screen and a 12.3-inch digital instrument to create a new driving realm.

Aggressive peers, enter the new territory

As a luxury brand born in the new era, it is an important mission of SAIC Audi to bring users an efficient and high-quality service experience. Yang Siyao, general manager of SAIC Audi’s marketing business, said: "With our enterprising determination and excellent product strength, we always hope to resonate with more users at the same time, and bring users more trendy experiences on the basis of traditional luxury car brands." To this end, SAIC Audi has carefully created an innovative business circle: 150 stores in 78 cities across the country have been put into operation, and it is planned to build 240 stores by the end of 2024, and reach 300 by 2025. Starting in 2023, SAIC Audi will lay out "SAIC Audi User Center" in the mature Motor City, forming a multi-modal complex network with urban stores. In the future, users will not only be able to visit the urban stores in the busy business district to experience the luxurious charm of SAIC Audi models, but also enjoy high-quality brand experience, model delivery and other services in the user center.

After more than a year of building momentum, SAIC Audi’s market share will increase by 214% in 2023. SAIC Audi owners have a wide range of age spans, car purchase ranges, and car usage scenarios. They are the least labeled owners and the most diverse group. SAIC Audi’s models and services provide them with more possibilities to show their individuality and pursue their own lives.?

SAIC Audi has also innovated and explored the operation model of "co-creation" with users, including inviting customers engagement in many important aspects of branding such as Product Research & Development and service rights, and establishing a closer emotional bond with users. At present, SAIC Audi App has nearly one million registered users, and after the establishment of the official car owner club "Shanghai Austrian School", it has led many users into the colorful car life circle. In the car owner activities such as the Black River racing competition, the Huangpu River tour, the exploration of Wuyishan National Park, and the wedding car fleet that spans thousands of miles, users fully feel that choosing SAIC Audi is indeed choosing a newer and more dynamic life.

In the future, SAIC Audi will adhere to the brand concept of "user first", actively explore technological changes and service innovations in the directions of electrification and intelligence, and bring consumers a high-end intelligent travel experience beyond imagination, opening a new chapter of future luxury.