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消费者的年轻化和理性化,迫使奥迪开始重新审视自己的生存环境和成长脉络。科技由此成为奥迪最先拿起、也最重视的一件武器,甚至被置于“重塑未来”的战略位置。“该你了,宝马!”在美国加州的某个城市街角上,奥迪A4的一幅大型广告牌上赫然打出了这样一个口号!很快就在旁边,宝马也竖起了一个更大的广告牌,上面是一幅宝马3系的大特写,紧挨着下面只有简短的一个词“将军!”。短短几十米的距离之外,宝马与奥迪旁若无人地隔空下起了国际象棋。造成奥迪与宝马短兵相接的直接原因,在于过去两年中奥迪在全球市场的不俗表现:到2011年年底,中国正式取代德国本土而跃居奥迪全球第一大市场,这使得奥迪全球销量超过奔驰跃居世界第二,直追宝马。
Consumer rejuvenation and rationalization, forcing Audi began to re-examine their own living environment and growth context. As a result, science and technology became the first weapon Audi took up and was most valued. It even placed itself in a strategic position to “reshape the future.” “You are here, BMW! ” In the corner of a city in California, USA, a bold billboard on the Audi A4 hits such a slogan! Shortly afterwards, BMW also erected a larger Billboard, above is a big close-up of the BMW 3 Series, next to the following only a brief word “General! ”. Just a few tens of meters away, BMW and Audi played chess without people. The direct reason for Audi to be in short supply to BMW lies in the impressive performance of Audi in the global market over the past two years: by the end of 2011, China officially replaced Germany as the world’s largest market, making Audi more than Mercedes Benz Leap to the world second, chase BMW.