New Planning – About Local Production of A3

　　Sohu Auto: From A6L, we can see the competition is getting increasingly fierce in China’s premium C-Class sedan market. Seeing this situation, luxury carmakers have shifted their battlefield to compact cars. Some media say Audi’s future sales growth will depend to a large extent on compact cars such as A3 and Q3. Four days ago, Audi China announced the two/three compartment editions of the all-new Audi A3 would come to China without any lengthening next year. It is long rumored that Audi A3 will be locally made in China. As far as you know, will this all-new A3 enter the Chinese market through export or through direct local production?

　　Boesch: We will surely invite you to attend a meeting in several months. At the meeting, we will interpret the concrete strategy for Audi A3 in detail, such as its market potential in china, and the market strategy we will implement. At that time, the dust will settle down. Yet, I can’t share these details with you right now. I hope you will pay attention to the car as usual. (FAW-VW Audi announced the all-new Audi A3 would be the fifth model to be made in China at the 25th anniversary on July 25.）

　　Sohu Auto: How has the locally produced Audi Q3 sold after launch? The advertising slogan is “Reshaping Trend” for the car. On the Chinese SUV market with furious competition, what strengths do you think will enable the car to lead the trend?

　　Boesch: Since the launch several months ago, Audi Q3 has taken roughly a 50% share in its segment, as its performance in these months shows. I believe, this figure has not come by chance, but proves it is really a car born to “reshape the trend”.

　　Why? First, its coupe SUV design assures a very elegant and fashionable look, and functionally, it provides more practical functions than its rivals. For example, its trunk is larger than those of some rivals by about 40 liters, and judging from driving experience, this is a car that combines a very good driving experience and a very high fuel efficiency. It carries a 7-speed twin clutch transmission. Judging from fuel efficiency, it burns only 6.3 liters of oil per 100km, a leading level among its like, and judging from safety, it provides multiple assisting technologies such as lane keeping assist and slope descending. Therefore, it can bring a better safety performance for drivers. Also, you can’t forget another point: All Audi cars are very delicate in workmanship.

　　Audi Q3 is very outstanding in every aspect, so we can safely say it is a car that will “reshape the trend” in its segment. It can deliver a very pleasant and satisfactory driving experience to drivers. As to whether consumers are satisfied with the car, we can judge it from the concrete sales figure.

　　Sohu Auto: Without any doubt, FAW-VW Audi is the leader in China’s luxury car market by sales figure. However, Sohu Auto has conducted a survey on end consumers, and the result shows that Audi still ranks the second by brand sophistication, which is the most important attribute for luxury car brands, while BMW and Benz rank the first simultaneously. In your opinion, why do consumers think Audi ranks the second by brand sophistication? Will Audi make an improvement in this regard?

　　Boesch: FAW-VW Audi has survived for 25 years to date ever since its birth. In this period, the Chinese market has kept changing, and consumer characters have kept changing as well. If we look at the brand value or brand assets of Audi, Audi has made a great success in the market, and customers recognize the brand to a large extent. If customers didn’t recognize the brand, obviously, we would not have made such a success in the market, or become more successful than the rivals.

　　Therefore, we believe, consumers have recognized the core values of the FAW-VW Audi brand – Progressive, Sophisticated and Sporty – to a very large extent. Brand sophistication is only one element of consumers’ recognition of a brand. We pay more attention to the overall image of our brand, or consumers’ complete awareness of our brand. You must check every aspect of a brand to know it in depth. I don’t think you will make it by checking only one element. If we judge the Audi brand by all these elements, I believe this is a very mighty brand, and stronger than the rivals in the Chinese market. We have made one success after another, just because this brand is very powerful.