When it comes to the luxury car that best understands Chinese consumers, it is none other than Audi. As the first luxury car brand to enter the Chinese market, the Chinese market has given Audi too much legendary color, and at the same time, it has set a good persona for the Audi brand, which is the "official car"! For Chinese consumers who are good at expressing and showing off, Audi has given them nothing more than an "artifact for displaying X", which perfectly fits Chinese consumers' preferences for "face" and display of "status" and other consumer needs.

For a long time, the growth point of the Audi brand's global sales has been in the Chinese market, which is also the largest single overseas market for the Audi brand. As for the personality of the Audi brand in the Chinese market, it can be said that it has been very successfully shaped. In recent years, the Audi brand has stepped up its pace of launching new cars into the Chinese market, and many blockbuster models have also received replacements, which will greatly stimulate the brand vitality and increase sales of the Audi brand.

Faced with strong pressure from the Mercedes-Benz and BMW brands, Audi needs to reposition the Chinese market (joint venture with SAIC), speed up the production of new cars, increase sales, and enhance brand influence and marketing. Well, at this year's Guangzhou Auto Show, the Audi brand will bring many of its models to the Guangzhou Auto Show. The highlight model is of course the new Audi A3.

The biggest highlight of the new Audi A3 is the changes in appearance and interior. The overall style of the new Audi A3 has become more sporty and youthful, and it also has a sense of refinement pursued by young people.

The front face design of the new Audi A3 adopts sharper and three-dimensional lines to outline and reflect the younger and sportier Audi A3. The large-area "hexagonal" grille has a unique style. The fog lamp grille and the cool headlight design have greatly improved the recognition of the entire Audi A3 brand.

The side of the new Audi A3 maintains a relatively simple design. The double waistline design makes the visual effect of the new Audi A3 more intense. The rear uses a new taillight design, which has a lighting effect. Very nice to look at. The new Audi A3 sedan version is designed with a small "duck tail" at the rear of the car, making the new Audi A3 more sporty.

The new Audi A3 still has hatchback and sedan versions. The hatchback version maintains a relatively compact design, while the sedan version of the new Audi A3 has been lengthened, and the logo on the rear of the car has also been changed to The changes in the body size of the "A3L" are that the length, width and height of the hatchback standard-axle version are 4343mm/1815/1458mm respectively, and the wheelbase is 2630mm. The length, width and height of the sedan version are 4548 (4554)/1814/1429mm respectively, and the wheelbase is 2680mm. Compared with the old model, the wheelbase is 51mm longer.

The interior adopts the new design of the Audi brand, which will thoroughly implement the three themes of "youth, sports, and technology". The interior design of the new Audi A3 is quite layered, and the direction of the central control screen is also set to face the driver. The LCD screen + LCD instrument have become the standard technology of the new Audi A3. The use of the electronic gear lever will make the new Audi A3 The sense of technology has improved a lot.

In terms of power platform, the new Audi A3 is still built on the Volkswagen MQB platform. For the mid-term facelift of the new Audi A3, the 1.4T engine will still be used as the main power in the early stage, paired with a 7-speed engine. Dual-clutch gearbox; later, the new Audi A3 will have a 2.0T engine version and a 1.5T engine version (EA211? EVO).

The changes of the new Audi A3 are not just that. It also adopts the marketing method of celebrity limited edition, which combines the lifestyle of young people with the entertainment culture cognition. Through the limited edition signed by celebrities, This way, the new Audi A3 will arouse the excitement of young people through entertainment recognition and recognition. Obviously, if the new Audi A3 wants to make a lot of money from young people, concepts and cognition must stand at the forefront of young consumers. "United Front".

The new Audi A3 launches the "Wang Yibo Signature Limited Edition" in order to better integrate with the young group. First, it finds the most common points with the young group in terms of cultural methods, and the second is to make the new Audi A3 a good product. It has created a more diversified car model classification to cover more young consumers.

The launch of a limited edition of the new Audi A3 is an important step in completely rejuvenating the model. If you want to make money from young consumers, you must be "consistent with the three views" of young consumers and understand the cultural aspects of the model. Completely conquer young consumers in terms of knowledge, life cognition and entertainment cognition. Only in this way can the new Audi A3 gain a firm foothold among young people.

The debut of the new Audi A3 can be said to be a surprise to everyone, because many people never thought that the Audi brand could be so young and sophisticated. This perception is gradually changing. It affects domestic consumers’ views on the Audi brand. The rejuvenation of the Audi brand can be successful enough in the BBA luxury brand.

It makes sense to say that the Audi brand’s rejuvenation strategy is successful.

A female friend of mine who works as an operations planner on Sina Weibo once asked her, "Which car brand do you like best, or which brand would you choose to buy when buying a car?" Her answer was beyond my expectation. , I originally thought that girls would choose some more sophisticated models, such as BMW, MINI and Mazda brands, etc. She replied: "Audi"!

It can be said that the rejuvenation of the Audi brand is successful. Unlike the rejuvenation of the Mercedes-Benz brand, which makes people accept the sudden "rejuvenation", perhaps the Mercedes-Benz brand itself is not suitable for this transformation. This is a youthful style, because the Mercedes-Benz brand has always given people the impression of stability and grandeur of successful people and rich uncles, and the "style and momentum" of the brand lacks a bit of the "sense of wealth".

The new Audi A3 is different from other Audi models in that the new Audi A3 directly faces the young group and meets the needs of the young group in pursuit of branding and sophistication. The new Audi A3 is the entry-level model of the Audi brand. Compact cars are obviously designed for more young people.

The youthfulness and sophistication of the new Audi A3 are very important to the transformation of the Audi brand. This is an important platform and window for young people to understand the Audi brand.

The facelift and upgrade of the new Audi A3 have made this luxury compact car more relevant to young consumers, and also made this entry-level luxury car recognized and liked by more young consumers. Obviously, the new Audi A3, which has received a mid-term facelift this time, is going to make money from young people. Are you ready to "spend money"?

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