As to Messi's trip to China, Lu Minjie, the Director of Public Relations of FAW-Volkswagen Audi refused to reveal the amount of sponsorship. However, Lu Minjie and many high-level executives of Audi thought that after the World Cup, it was worthwhile to invite F.C. Barcelona, especially Messi, to China.
Earlier this year, Audi's Chairman of the Board Rupert Stadler clearly announced the slogan-"enhancing the quality of Audi". According to the strategic plan of Audi, the automaker is trying to become the world's largest luxury auto brand after five years.
In 2010, Audi has taken a number of measures to upgrade its brand, including F.C. Barcelona's trip to China.
In the first half of 2010, Chinese luxury car market increased by 91%. The growth rate was higher than the overall growth of passenger vehicle market-46.5%. In the luxury car market, Mercedes-Benz grew by 122% and BMW increased by 98%. The growth rate of Audi was 64%. There is a more obvious trend that the top three brands are allocating more resources and funds in China, according to the Chengdu Commercial Daily.
Top three automobile manufacturers are pleasing China's consumers with emotions.
Audi is not the only automaker which racks brains to please Chinese automakers.
Not too long ago, BMW revealed the new 5 series in Shanghai. Dai Lei, the Vice President of Sales of BMW Brilliance, always believed that the future of 5 series would become the standard of determining BMW’s business in China's market.
In the year of 1972, the first generation of BMW 5 series was born. In the same year, China's hybrid rice was invented. However, the anniversary of invention of hybrid rice was connected with the launching of BMW 5 series. In the way, the release of each generation of BMW 5 series will be accompanied by a historical event in China. With the continuation of "Joy" campaign which started at the beginning of 2010, BMW is combining history and localization in China. BMW has planned a chronological drama filled with emotions.
The Mercedes-Benz China has announced that it decided to spend 50 million euros to become the title sponsor of Shanghai Performing Center. Now Mercedes-Benz is actively planning the marketing campaign to prepare for the 125th anniversary of Mercedes-Benz's birth. The staffs who are responsible for advertising and promotion work in Mercedes-Benz told the Chengdu Commercial Daily that from July the words- "The best or nothing" appeared beneath Mercedes-Benz's logo in advertisements. The measure is in accordance with the activity which will take place on January 29, 2011. On that day Mercedes-Benz will embrace the 125th anniversary of Karl Benz's invention of cars.
Coincidentally, BMW adjusted its marketing team and launched the "Joy of BMW" strategy to replace the slogan of "Drivers' fun". Dr. Christoph Stark, BMW China CEO & President, tried to communicate with Tony Leung in Chinese at the launching of new 5 series. We can say that Dr. Christoph Stark hopes to make the distance between BMW' image and consumers closer by increasing local elements.
In China, the destiny of a company can be changed at any time.
Nowadays Audi, Mercedes-Benz and BMW are organizing different kinds of marketing campaigns.
In the first half of 2010, the growth rate of Audi surpassed that of Mercedes-Benz and BMW. Surely Audi's annual sales will exceed one million units. Compared with Mercedes-Benz, which ranks the second, Audi is lagged behind with the gap of 1750 units. During the same period of last year, the gap was 17496 units. In addition, in 2009 Audi achieved largest sales in Europe and kept its leading position in the first half of 2010.
Across the world, Audi plays the catch-up role. However, in China the situation is different. Faced with strong growth of Mercedes-Benz and BMW, Audi's share in China's auto market has dropped to 30%. The share of BMW and Benz is 23% and 19% respectively. However, in terms of sales, the gap between Audi and the automaker which ranks second is still widening.
Nevertheless, in the segments of auto market, Mercedes-Benz, Audi and BMW have formed face-to-face competitions. After the introduction of BMW 5 series and domestic production of Mercedes-Benz E-class, the situation is more complicated. Previously, Mercedes-Benz gripped the high-end market and medium market was occupied by Audi with A6. As to private luxury car market, BMW gripped the market with 3 series. Regarding the competition of luxury cars, Audi once held the crown. However, nowadays there are three major players-Mercedes-Benz, BMW and Audi. The image of Mercedes-Benz has become younger. The difference between brand images of BMW and Mercedes-Benz is not very clear.
Dai Lei, the Vice President of Sales of BMW Brilliance said, 「In Germany, the automaker which has new products will gain more shares. In the future, the competition will change in accordance with the lifecycle of products in the future.」 In 2010, BMW embraced the new 5 series. Therefore 2010 is the year of new products for BMW. Wang Yan, the Vice Director of Public Relations of Mercedes-Benz, once revealed that 2011 would be the year of new products for Benz. In 2011, the giant automaker will introduce 16 new models across the world.
For Mercedes-Benz and BMW, China is a typical emerging market. Any thing which may change "destiny" can happen. In the first half of 2010, China overtook the UK as BMW’s third largest auto market in the world. China has become the world's largest market for Mercedes-Benz E-class, S-class and R-class. (Translator: Qinghua/Hanxin)
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