Audi A3 aims at small, accurate and

　　The introduction of A3 means FAW-VW Audi opened up a whole new market segment, and A3 imposes challenges on its own competitiveness system.

　　On August 23, Audi A3 was officially listed in Chinese car market, which is another model imported by FAW-VW Audi Sales Division. With the introduction of A3, FAW-VW Audi managed to cover a full range of models including models from high-end A-class to high-end D-class.

　　Compared with best selling models in China such as A6L, originated from A-class, A3 is more sophisticated and dynamic. Additionally, targeted owners of A3 are very different from tradition, that is, young people. For Sales Division of FAW-VW Audi, A3 does not only mean a new market segment, but also means another challenge for its competitiveness of system.

　　Small: the most sophisticated Audi

　　Audi A3 listing was perhaps the most active listing activity for FAW-VW Audi. Happy rhythms, dynamic dance everywhere showed it was different from the past listing. Prices of the listed Audi A3 Sportback were: 1.4T Comfort is 268,000 RMB, 1.4T Luxury is 289,000 RMB, 1.8T Luxury is 309,000 RMB as well as 1.8T Noble was 328,000 RMB. It is noteworthy that full range models of the listed Audi A3 provide consumers with up to 14 types of body color and 7 types of interior color to choose. This unprecedented innovation lets the Audi A3 Sportback exudes colorful charm and illustrate theme of Coloring your life.

　　"The Audi A3 is the pioneer and leader of world's high-end A-class car market segment, since the first generation was launched in 1996, during the past 14 years, the Audi A3 has always been leading the fashion and trend of this market segment. In June of this year, limited edition model of Audi Sportsback made it debut by FAW - VW Audi, then received recognition from Chinese consumers”, said Zhang Xiaojun, executive vice general manager at FAW - VW Audi Sales Division. Although first launched A-class, the first listing of limited edition models are easily sold out with consumers at some regions failed to purchase one, which also strengthened the confidence of Zhang Xiaojun to formally introduce A3.

　　In fact, Zhang Xiaojun has been frequently asked about the time for introducing A3 in recent two years. According to Zhang Xiaojun, introduction of Audi A3 mainly depends on situation of Chinese car market. Moreover, in the past few years FAW-VW Audi has been tracking and studying the market, but always felt that the market was not big enough. Through the observation of the market in recent years, Zhang Xiaojun believes the high-end A-class market can reach 25,000 units to 30,000 units this year, and this should be a relatively substantial scale.

　　Accurate: the introduction at the right time

　　Relative to competitors, introduction of A3 is not early, but Zhang Xiaojun repeatedly stressed that the introduction of a product does not depend on the time but the opportunity, that is whether the market is mature or not, and if it can accept. From this perspective, then the introduction of A3 is at the right time.

　　Zhang Xiaojun said that in 2009, the overall capacity of China’s high-end A-class car market was just 5000 units, however, in the first half of this year, the market size expanded to 12, 000 units , which even surpassed total volume of last year. Such a fast rate of increase convinces Zhang Xiaojun that potential of high-end A-class car market is being released, and lets him make optimistic forecast. Zhang Xiaojun predicted overall market capacity of this year will be more than 25,000 units, which is at the right time to introduce A3.

　　For FAW-VW Audi, compared with previous models including A4L and A6L that to some extent are the rule-makers in this industry, including first introduced lengthening cars and opened up new market segment, the biggest feature of A3 models to some extent is it is supposed to be a new entrant, and before it Mercedes-Benz B-Class and BMW 1 Series have entered China. A3 is faced with a problem that is, if it can catch up with its competitors.

　　"The possibility of making industry rules does not depend on the time is early or late ", Zhang Xiaojun said confidently. In his opinion, development history of different brands’ models is not the same, and their sales in China still have some differences. "Like the Audi brand, it made domestic cars more in the early stage, and its domestic cars could be seen as leader or rule-marker in car market segment, such as A6L, A4L and Q5. But for some competitors, they mainly sell imported cars with relatively small domestic cars. Percentage of imported cars sold by some of our competitors can reach 60% to 70%, so different sequence of models from China might have acted very differently”, said Zhang Xiaojun. Meanwhile, Zhang took A3 for an example. “Everybody is very concerned about this car for a long time, but in fact FAW-VW Audi has been doing research. If we are optimistic about the market, we will introduce this product. Maybe we came late in this market, but I think that came late does not matter, I believe we will have a range of ways to make this product a success in China", said Zhang Xiaojun.

　　Relentless: configuration is much higher than rivals

　　Zhang Xiaojun confidently told reporters, introduction of A3 would largely change China’s high-grade A-class car market structure. Reason for his optimistic forecast is his confidence on the power of A3’s product capability. "A3 is the same as Audi TT Sport cars, with all models are equipped with transverse engine and four-wheel independent suspension chassis layout. More importantly, a full range of introduced A3 models’ configuration is much higher than rivals. This sophisticated and reliable A-class chassis received wide recognition, and has long been the benchmark for competitors to catch up.

　　In terms of this somewhat strange full new model for Chinese car market, Zhang Xiaojun told reporters that as early as 1996 the first generation Audi A3 was manufactured at Ingolstadt factory’s production line, then it created a full new high-end A-class car market segment, and Audi A3 became benchmark for this market segment. Today, the Audi A3 has been developed to the second generation model. After undergone many redesigns and upgrades, the official listed Audi A3 Sportback in the Chinese car market is the newest product launched by Audi in 2010.

　　Speaking of FAW-VW Audi, significance of A3 is not limited to expand and enrich its product line, more importantly, is to derive brand concept of Audi. Zhang Xiaojun said targeted owners involve A3 Sportback will be very different from the past, and will tend to be more energetic and ambitious youngsters. But this also imposes a challenge on establishing its brand, in one word, how Audi can shape such a mature and stable image in the eyes of the Chinese consumers into a more dynamic and more exciting one.

　　Zhang Xiaojun said that since this year, Audi has been working on this field. “Over the years, we feel that through our efforts, the Audi brand has become the most valuable high-end model. We also realize also need to be stronger in the process of improvement. As a matter of fact, we have to shape the brand into younger, more dynamic and more fashionable, which are precisely the emotional contents of communication”, said Zhang Xiaojun.

　　"On the advertising and brand promotion, we all can see the obvious changes. If you noticed the recent ads of A3, there will be significant changes. It is not limited to A3, other dynamic models of Audi brand also undergone changes in functional improvements, brand shaping and ads”, said Zhang Xiaojun.

　　Younger product image and more acceptable prices perhaps are the missions of A3. FAW-VW Audi will make efforts to shape Audi into a more attractive and diversified brand in the future.

　　(Translator: Qinghua Wade)

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　　http://auto.sohu.com/20100827/n274522429.shtml