Audi A3 has passed through the streets and is no longer causing much backsliding。
But more than 20 years ago, when the first Audi A3 entered china as an importer, it carried not only the audi’s test of the whole new market, but also a near-adventure ambition。
At that time, having an audi means you're in a special class — either a corporate executive or a government agent。
Audi 100 and later a6l, with their stupor and unquestioned official airfields, created strong luxuries in the hearts of chinese consumers。
And that's why, when audi, a capital, officially introduced a3 in 2014, the question is almost identical: will the chinese accept a “small” audi
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Behind this is a monolithic understanding of “luxuriousness”。
Luxury seems bound to “big” and to “serious”. The arrival of a3 was like an elegant “rebel”。
Instead of simply replicating the successful path of a6l, it is keenly capturing the profound changes that are taking place in the chinese market。
The new middle class, especially those who grew up in the younger generation after the reform and opening up, began to shape their own consumption claims。
They seek quality, but do not blindly worship authority; they identify with the brand, but value personal expression。
A3 happens to be on this brand-new consumption chassis, which, like a wedge, opens the way to the sinking and expansion of the audi brand in the chinese market。
It is not about subverting the luxurious image of audi, but about reinterpreting the luxuries of inclusiveness in a more civic and fashionable way。
Looking back at a3's national history, it's the microcosm of the audi's steady movement from the official car shrine to the “homeless” streets。
This process is not an instantaneous one, but carries with it a fine grasp of the pace of the market。
Every change and every change in a3 is like a mirror reflecting the changing needs of young chinese consumers for taste and functionality。
It has successfully accomplished the difficult task of keeping the technical foundations and quality poles of the audi brand alive, without making these heavy heritages a burden to attract a new generation of users。
So we see that audi's four laps of logo, which began to appear in the garage of the writing building, and in the parking space at the weekend mall, are the most dynamic of its brand life。
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“initial luxury car” — the term itself is fraught with a delicate tension。
Among them, “pricing” is the temptation of prices and the lowering of thresholds, while “luxurious” is the promise of brands and the guarantee of quality。
How can users of first-time luxurious brands still get a real “odi feeling” at a more pro-people price
This is the core subject that audia3 must answer, and its answers are in the daily contact, sensory details of users。
Into the cockpit of a3, this sense of proportionality came up。
It does not misuse plastics for cost control, the liquid crystal screen of the audi virtual cockpit, a simple touch interface, and compact buttons, all of which are brand-marked elements, to create a familiar atmosphere in which the sense of technology and precision intersect。
But designers are clever enough to tell the driver that the car is younger and more personal, through a tighter layout, a more dynamic line, and even a slab of the same color as the car。
It is a “reduced” wisdom, less redundant luxury that does not fit the pattern of the car, and which adheres to the core quality of the experience。
So does driving. Based on the mature mqb platform of mass groups, a3 has a natural technological base and an excellent driving gene。
1. 5 tfsi, combined with a fast-responding 7-speed s-tronic double-disconnected gearbox, creates an easy and resilient moral sense of quality。
It may not be as violent as a performance car, but the overall sense of the chassis, the accuracy of the shift, the smoothness of the power output clearly leaves a gap with the ordinary car。
This sense of “advancedness” is not the traditional “greasyness” that hangs too soft or soundproof, but rather a mechanical sense of solidness, reliability and smooth communication。
A decade old a3 owner's words may be very representative: “a3 used to go back to a normal b-class car at the same price, and it felt like the chassis was `dispersed' in the direction of `defunct', which is the power of the audi school.”
This precise balancing strategy received the most direct feedback on market data。
A3 has been stable throughout the year in the top three of the tight domestic car sales, and its existence has not diluted the brand value of audi, but has become the most powerful “flow point”。
There are a lot of audi owners, the first audi car in their lives is a3。
Through a3, these users have created a sense of affection and trust in the audi brand, with a significant proportion of them choosing the products of audi's q5l, a6l and even higher end products in subsequent additions or repurchases。
A3 is like an excellent “branding ambassador” who has successfully completed the user's “initiative education” and “loyalty conversion” with his own hard product。
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If so, a3's interpretation of the “preliminary introduction” at the product level demonstrates its hard verification as an industrial product
The emotional connection between it and the current generation of consumers reveals its soft charm at the market and cultural levels。
This generation of consumers, the “digital first nations” who have grown up in an internet environment, has become more rational in their decisions to buy cars and more eager to find brand partners who can resonate with self-identification。
A3, precisely playing that role。
First, a3 positioning avoids the clichÉ of “showing consumption”. For many young a3 owners, the car was chosen not to highlight social status, but rather as a “reward for their efforts”。
They may be entry-level elites and potential independent entrepreneurs who value quality of life and appreciate design aesthetics and manufacturing processes。
A3's fine, moving and technological properties fit perfectly with their aesthetic orientation of “low-key and well-meaning”。
In social media, a3 drivers can be seen everywhere sharing their well-dressed cars, as well as weekends with car lovers。
Cars are no longer cold means of transport, but an extension of personal taste and lifestyle。
The success of a3 lies in its understanding of a consumption change deep in the water stream。
In the current market, the purely brand cycling effect is diminishing, and the combined strength and emotional ability of the product itself becomes unprecedented。
A3 does not lie on the credit books of the audi brand, but, in a modest and confident gesture, reaches into the real life scene of young users, speaks with them and grows up with them。
It has witnessed their struggle from green to ripe, bearing the joy of their lives, and became a reliable partner, not a cold symbol。
This deep emotional bond is the core competitiveness that cannot be measured by any cold configuration table or parameters。
Looking back at the journey of odiea3 in china, it has long gone beyond the commercial significance of a best-selling car。
It is a prism, reflecting a spectral shift in the chinese automobile market from blind worship to rational maturity; it is also a bridge that connects the brilliant past of a traditional luxurious brand with an infinite potential future。
A3 demonstrates by its continuous evolution that real luxury is not a luxury that is beyond reach, but is integrated into daily high-quality experiences
The rejuvenation of brands is not a hard solicitation, but a resonance with new generations of consumer values。
