Audi sparing no efforts to meet the demands of Chinese buyers

German premium automaker Audi is to localize its popular A6L e-tron sedan in China and is repositioning the brand to meet the requirements of younger Chinese.

"FAW-Volkswagen Audi is becoming more customer-oriented, and is set to offer both interior and exterior individualized packages," said Michael-Julius Renz, president of FAW-Volkswagen Audi Sales Division.

"The company is sparing no efforts to meet the demands of consumers in the Chinese market," Renz added.

He said Audi is very confident about the Chinese market and its ability to maintain its leading position.

Audi has brought 20 models to the ongoing Guangzhou auto show, and started to accept orders for the all-new Q7.

The SUV is built on lightweight technology that elevates its handling and fuel efficiency to a higher level, and is equipped with seventh-generation quattro technology as standard, to ensure precise and consistent steering.

Audi also announced it will launch the plug-in hybrid Q7 e-tron 2.0 TFSI quattro in China next year.

The model offers the flexibility to choose combustion engine only, electric drive only, or both. This gives a driving range of 1,020 kilometers with fuel consumption as low as 2.5 liters per 100 km.

The model also has a class-leading sophisticated driving assistant system and technological breakthroughs to enhance safety.

"In the next eight months, 60 percent of the sales volume in China will be contributed by new models," Renz said.

The locally produced Audi A6L e-tron will shine among the new models and the joint venture plans to introduce the locally produced Audi A6L e-tron plug-in hybrid sedan with 4-cylinder gasoline engine next year in China.

"The A6L e-tron is designed for China, as a sporty plug-in hybrid electric vehicle that consumes less fuel," said Joachim Wedler, president of Audi China.

Ge Shuwen, executive vice-president of FAW-VW Audi sales Divisions, said, "We hope lineup, and our legendary cars and concepts, will attract the social elite to feel and experience Audi's boundless appeal."

Targeting tomorrow's younger consumers

While leveraging its traditional strengths, Audi is also looking to the future, especially in China where the brand's customers are much younger than its customers in the United States and Europe.

Renz said, "We have carefully researched who will be our customers tomorrow, and we found that here, they will be younger. So we are applying a new design language to show the brand as sporty, sophisticated. and progressive."

He said the research and development center in Beijing, driven by Chinese engineers, is working on technologies and colors that suit Chinese tastes.

"Audi is introducing futuristic in-car technologies, for example, the virtual cockpit for the driver.ext year, there will also be technologies that have been developed especially for young Chinese customers. The smartphone connectivity has been developed specifically for Chinese market at the Beijing R&D center," aid Renz.

As Audi targets younger Chinese customers, it is also meeting their desire to become more responsible for the environment.

"The e-tron models give customers many advantages: besides the subsidies to compensate the price, the Q7 e-tron has a trunk that has no difference from the standard one."

The company is working with local governments in China so that e-tron buyers will be able to receive a new-energy vehicle plate, meaning they will not be subject to the restrictions limiting purchases of combustion engine vehicles in many cities.

zhuanti@chinadaily.com.cn

(China Daily 11/26/2015 page15)