Audi Consumer Perception - China
Some consumer perceptions for Audi in China include: confidence in the Audi brand, positive tastes & preferences, reliability of the brand, durability of automobile parts, consideration of consumers' interests in technology and improved customer experience. However, some consumers feel Audi needs to raise its standards and quality in terms of oil paint. Moreover, some consumers believe Audi appeared discriminatory because of a video advert that was considered sexist.
AUDI CONSUMER PERCEPTIONS:
Confidence in the Brand.
- According to a 2018 report by Marketing to China, Chinese consumers trust the Audi brand because of the partnerships that the company has made with local companies and powerful state-owned enterprises.
- The report observed that Chinese consumers easily believe and trust and have confidence in brands that have made partnerships and consider them to have met all government regulations.
Positive Tastes and Preference
- A 2018 report from DW News indicates that Chinese consumers have positive tastes and preferences for Audi because of the durability of the car body, availability of body parts and spacious designs that come with Audi than other German models in China.
- These qualities have been pivotal selling points for Audi automobiles in China.
Solid Foot Print And Reliability
- Since 1984, the popularity of German automobiles have created a strong consumer perception on the reliability of Audis which is evident in the Chinese automobile market.
- Additionally, among Chinese consumers, owning an Audi is perceived as being in a higher social status, a factor that has fueled more demand for Audis in the Chinese automobile market.
- According to a report by Aston Media, foreign brands such as Audi are easily embraced by Chinese consumers because they help to foster positive competition among other locally manufactured brands, thereby ensuring improved quality in automobiles industry.
Consumers' Interests On Technology
Improved Customer Experience.
- According to a report by the China Consumer Association’s, Audi has been mentioned among the top ten brands that consumers have had complaints about with regard to some aspects of product quality and standards.
- Chinese consumers feel that Audi has paint problem which is relatively high and needs to be addressed for safety concerns.
- Additionally, a section of consumers felt that Audi appeared discriminatory in one of its marketing campaigns whereby the brand ran an advert that was deemed as sexist and demeaning to women.
- The negative criticism as a result of the video ad had an impact on the sales of the brand which after apologizing publicly has been using more friendly marketing strategies to ensure that it remains relevant in the Chinese automobile market.
In order to determine the consumer perception of Audi in China, we commenced our research by scanning through go-to automobile industry resources such as automobiles magazines, news articles such as Reuters, China Daily, Marketing to China, and DW News among others. The rationale was to clearly to determine a detailed overview of the consumer perception in China. We were able to obtain valuable information from these reports that explained how consumers feel about the Audi brand. These reports also provided some Chinese customer reviews on how they perceive the brand. From the reports, we were able to ascertain that reliability of the brand, customer satisfaction, solid footprint and durability of Audi brand influenced Chinese consumers to positively appreciate the brand. Some reviews stated that there are consumers who felt more comfortable and more relaxed in Audi customer-tailored seats. Moreover, we also established some negative reviews from the consumers having general complaints about the brand. We searched further to determine any possible ratings for Audi in China, We looked for credible sites such as Auto rating sites such as JB Power, AudiMediaCenter, however, there were no public ratings offered by Chinese consumers. JB Power provided global ratings as opposed to ratings specific to the Chinese market.