Sales Distance Between Audi and BMW Narrowed Within Thousand, Is A3 Able to Rebuild Brand Reputation

If we say A4L is a young try step of mature image Audi, A3 market launching is another important move of Audi to rejuvenation. Recently, Audi has introduced the 3rd generation A3 Sportback and A3Limousine and China made A3 etc. 8 new cars in Shanghai.

Whether or not A3, which aims young segment, is able to lead the market of compacted segment is still under suspicious.A boss of year’s luxury car operation 4S dealer tells reporter that Audi was stepped with 260 thousand CNY before. But price of A3 has stepped down to below 200 thousand. Although it does not have obvious advantage on BMW 1 series, it still advances over Benz A-class on appearance.

It cannot deny that government using car has motivated Audi sales on private market. However, its opponents are strong as well. Feb this year, Audi has delivered 32,358 cars into Chinese market, which includes Hong Kong. The sales have increased 6.9% over last year. BMW, however, has sold 30,281 in China, which has increased 29.1%.

“It is possible that Audi sales in China will be exceeded by BMW. Both dealer network building, brand reputation marketing of BMW are better than Audi does. Besides, it products upgrading is faster than Audi does.”The above person says.

“In fact, China, as the largest compacted car market, customer is seeking for upgrade. Their realization has changed as well. Audi A3 marketing aiming is younger and more active. It has totallyturned around Audi government car image. In fact, Audi has spent 10 years for brand reputation markness. ” ZHANG Pijie, general manager of FAW- Volkswagen says at Audi A3 media conference.

On one side, Audi has worked hard to get rid of its government special image. On the other hand, Audi has outshined others by its high-end government car sales on Chinese luxury car segment.

Audi government car sales percentage has declined for years, and now 80% sales are for private users, only 20% sales for government use. But 20% governmentspecial still has a huge influence on market. With Audi trying to get rid of government special mark, it is possible for some customer to choose other brands. More and more customer know automobile now, they prefer to buy cars with reasonable, and quality is fatal for their purchasing.