Audi establishes digital marketing department in China

Audi has a large potential customer base in China, and sells about 500,000 new cars each year. Not only is China in any single market in the world, Audi's market potential is enormous. Shao Shi, general manager of FAW-Volkswagen Audi Sales Division, said that "the future of China's luxury car market will also have a considerable increase." For this Audi in China through the division of new marketing functions - Digital Marketing. It is reported that the newly established Digital Marketing Department of FAW-Volkswagen Audi will be chaired by Ms. Dong Fang.

The Audi brand has been focusing on the cultivation of the marketing system in China. The forward-looking “Digital Marketing Department” has long been included in the future development plan. Today, Audi has become the most comprehensive luxury brand for luxury brands in the number and distribution of dealer networks. The growth of new car sales in the first and second tier cities slowed down. Most of the increase in sales was concentrated in the third and fourth tier cities that were even lower. “The first digital marketing department was set up in the luxury brand, which not only solved the continuous decline of the dealer network. The bottleneck of exploration can also reduce the cost of dealer network construction, and seek greater profit margins for dealer investors and FAW-VW Audi,” an industry analyst said.

By 2020, it will become the first high-end luxury car brand in China's auto market, with a production and sales of 1 million. The establishment of the digital marketing department is an important part of Audi's future plan. Zhang Qijie, a director and general manager of FAW-Volkswagen Automotive Co., Ltd., emphasized that Audi should prepare its marketing system and build a marketing channel for the future. It is reported that by 2020, the number of dealers in Audi will be around 700 stores nationwide, forming a multi-form, multi-function network. How to effectively manage the network of 700 dealers across the country so that sales leads can be more accurately conveyed to dealers, and the functions of the digital marketing department are obvious.

At the end of March, SAIC Group took the lead in building the automotive e-commerce platform "Chexiang.com". With the rise of the "O2O" online order offline transaction model in the automotive industry, the new car sales model will be expected to replace the traditional trading model in the next five years. Some of the features. This will also be one of the areas of exploration for the Digital Marketing Department.

Previously, Dongfeng Nissan, known for its marketing expertise, was the first domestic brand to establish a digital marketing department, and luxury brands have never tried. It is reported that other luxury brands other than Audi are also considering replicating Audi's establishment of a digital marketing department, or conducting feasibility studies by special personnel.

In the future, domestic Audi models will reach 6 models, with the exception of A6L, A4L, Q5, Q3, and A3, the advantages of local products will continue to expand. In addition to the conventional internal combustion engine power models, Audi will also introduce new energy models in the Chinese market, including the future-oriented, new market segment A3 product family series, RS7, Q31.4T, and A6, A8 hybrid version. In addition, the A3 e-tron will be produced in Europe in the second half of 2014, followed by a road test in the Chinese market and consideration of introduction.