BMW's shortlisted bus purchase challenges Audi's image

Gao for every company that shares a share in China's luxury car market, the following news will undoubtedly have a profound and long-term impact on their relationship. June 13, "Central government Procurement Network" shows that "2009-2010 of the central State organs Automobile Agreement supplier list", from BMW Brilliance Automobile Co., Ltd. BMW brand and Mercedes-Benz brand listed in 38 car manufacturers.　　At this point, the two major global luxury car brands officially entered the central government business vehicle procurement list. As we all know, in China, Audi has long been synonymous with official vehicles, whether at all levels of government or different levels of business, are equipped with Audi as the size of the enterprise and management level separation of the main signs.　　Audi has already cast a layer of added significance beyond the auto brand itself in the minds of Chinese consumers. Industry experts pointed out that Volkswagen by virtue of the earliest access to the Chinese market, has long been in the Chinese society at all levels of a foothold. Audi is able to form a position beyond its own value, with Volkswagen for many years in the Chinese officialdom brand PR inseparable.　　However, whether Audi's products in China are commensurate with its reputation, there are two truths. The Audi brand's sales of more than 100,000 a year are mainly borne by A6 and A4 products, most of which are sold to governments and businesses. But the Audi brand engine burning oil problem has not been resolved, "driving at any time with barrels of oil" has become many Audi owners common complaints. "We have to carry oil at any time in the car, sometimes less than 3000 kilometers of machine oil lamp on the light, we have to add their own fuel." A number of Audi drivers told reporters. "This problem many customers have reflected, but not our responsibility, should be solved by the manufacturers."　　A FAW Audi dealer told reporters. In addition, Audi in 2007 and the end of last year has burst "key door", not two car keys can open each other, is a car key can drive a lot of cars, and constantly lead to theft.　　In the face of such flaws, Audi has always been tough to recall the problem products.　　There are so many product quality problems, why is Audi still able to kuiranbudong in the Chinese market? Clearly, as the government procurement of the main car role for the Audi brand in the market to prop up the umbrella. "We are all public cars, burning oil on the add Bai, anyway, the public, key leaders have recognized the car, we have nothing to say." An Audi driver at a government office told reporters.　　According to the reporter understand that the Audi A6 annual sales through the Chinese government procurement is extremely high, quality issues such as complaints will not be reflected in the market, even if there is a problem, there will be Audi dedicated large customer department to solve. Such a situation seems difficult because BMW's shortlisted business vehicles will change immediately. A few days ago, BMW brilliance in charge of the new 318i and 520i listed on the scene told reporters: "We just entered the sequence, but at all levels of government agencies will not buy, we can not do the Lord, only slowly work." "And, too, about the BMW too unassumingThe public car image of the speech also in the past few days, Mercedes-Benz Brand is in the Chinese market is hailed as a symbol of the nouveau riche. Industry experts point out: "Whether BMW can change the situation of Audi to dominate the business car, relying on not products and brands, but culture." "Whether or not BMW has an impact on the image of Audi's corporate car, the shortlist is a delight for the industry." After all, in our country, which has become the world's largest car market, the environment should form a more level playing field, and consumers have the right to choose really good products.