11月19日，以“新科技，新生活”为主题的第十九届广州国际汽车展览会正式拉开大幕。网易汽车再次邀请高端行业精英对话，共话品牌破局与新生，展望行业趋势及未来。
上汽奥迪营销事业 客户营销与数字化高级总监陈历先生（中）
上汽奥迪营销事业营销与公关高级经理 邵志山Sascha先生（右）
以下为访谈实录：
网易汽车：各位网友，大家好。欢迎来到2021广州车展的网易展台，在我身边的是上汽奥迪营销事业 客户营销与数字化高级总监陈历先生，以及上汽奥迪营销事业营销与公关高级经理 邵志山Sascha先生。
首先想请问邵志山先生，上汽奥迪本次已经有的两款车型，本次带来的Q5 e-tron车型采用全新MEB平台，也足见上汽奥迪对于纯电车型的重视程度，那这款车的用户目标人群是什么样的，以及未来主要抢占哪一个细分市场？
We know that SAIC Audi has two models now，A7L and Q5 e-tron which is first previewed in Guangzhou Autoshow. Q5 e-tron is a pure electric SUV, what is the target audience of this model?
邵志山：Yes, thank you very much for having us today. For the Q5 e-tron, which is the first “Roadjet” from Audi, aiming young target group. So, it is not a target group that is specific for only these typical kind of people and if you look out for the data, it’s not of young families but also for couple with children. There is one thing which that they all have in common: they really want to express their personalities. So, we are aiming for people who are looking for a kind of a lifestyle car, which express their personalities perfectly and they are looking for a car contain lots of driving pleasure but also something which can be customized. So they're looking for very individual solutions and they don't want a car like one fits all solution. So that’s why we often really possess a lot of customization possibilities. So, you can get lots of different views and lots of different exterior and interior colors also the combination possibilities are really great on this car. And we really hope we can attract these target group express themselves all the time. And its why we call this first “Roadjet” from Audi, because it has a very innovative space concept. We have these two layout，so giving it six or seven seats a lot of space and quite a nice feeling on the road a little bit like plane gliding over the road。That's why we call it the “Roadjet”. And those things are really for us promising to reach our time of course.
翻译：是的，非常感谢你今天邀请我们。对于奥迪Q5 e-tron（参数丨图片），这是奥迪的第一款陆地专机，目标群体是年轻群体。它不是一个只针对这些典型的目标客户群体，如果你看一下数据，它不仅限于年轻家庭，也有例如有孩子的。但他们都有一个共同点：他们真的想表达自己的个性。因此，我们的目标是寻找一种更贴合生活方式的汽车，可以完美地表达用户的个性。用户正在寻找一种包含大量驾驶乐趣的汽车，并且也可以定制。因此，用户正在寻找非常个性化的解决方案，他们不希望一辆车只有一种设计组合。所以这就是为什么上汽奥迪真正拥有所有个性化定制的可能性。用户可以得到很多不同的想法和很多不同的外观和内饰颜色，而且组合的可能性真的很大。我们真的希望我们能够吸引这些一直表达自我的目标群体。这就是为什么我们把奥迪的第一辆车叫做 "Roadjet"陆地专机，因为它有一个非常创新的空间概念。我们有两种布局，它拥有六到七个座位，有很大的空间，在路上有相当好的感觉，有点像在路上滑行。 这就是为什么我们叫它 "陆地专机"。以上这些，对我们来说都是走向出行新时代的承诺。
网易汽车：What's the difference from Q5 e-tron and A7L launched just before to the audience？
Q5 e-tron和之前发布的A7L在目标用户上有什么区别？
邵志山：From type of different perspective, the Q5 e-tron which I just described more like really the young families and people who want to express their lifestyles. And A7L is all about people who wants to achieve something and are on the way of constant achieve to people who are always questioning status quo. So for example，businessmen and entrepreneurs are really if you look at the data，they are the ones within the reservation on the A7L edition one for example. So quite different target groups also the positioning of the cars are quite different. But of course, as a brand and as a joint venture，is there some common denominators would with tailor made solutions which often both cars.
翻译：从类型不同的角度来看。我刚才描述的Q5 e-tron更适合是真正的年轻家庭和想要表达其生活方式的人。而A7L是关于那些想要实现一些东西的人，并且是在不断实现的路上的人，以及那些总是质疑现状的人。因此，举例来说，如果你看一下数据，商人和企业家确实是预定A7L editon one的那些人。因此，两者的目标群体和汽车的定位是相当不同的。但当然，作为一个品牌和一个合资企业还有一些共同点就是为这两款车量身定做设计组合方案。
网易汽车：陈历先生，上奥汇也提出了共创，“上奥汇”是通过什么类型和功能吸引用户，怎么去运营上汽奥迪的车主？
陈历：上汽奥迪要做有温度的、重视客户体验的品牌。我们从一开始的时候就建立了上汽奥迪的粉丝俱乐部，“上奥汇”这个名字也是由APP粉丝票选出来的。上汽奥迪所有的想法来自于客户，我们希望客户与我们进行共创。现在购买的流程、体验流程、包括未来服务流程，都是基于APP打造的。我们APP上所有的功能都会具备，通过这样一个社区，也实现了主机厂和用户之间的用户直联，我们也可以倾听用户的声音，用户可以尽情的表达，这样才能更好的服务我们的客户。同时我们在线下场景，也为我们“上奥汇”粉丝准备了一个专门的客户活动场所，未来我们在北京、上海、广州、成都四个城市，通过奥迪之城，就像广州在环贸ICC开了奥迪之城，还有上海有“进取汇”，都专门有上奥汇活动场所，为粉丝举行party、派对，举行沙龙，有很多可以见面交流活动的场所。
网易汽车：What's the current R&D scale of SACI AUDI? Is there any localization directions？ What is the current achievement now?
现在SACI AUDI的研发规模如何？是否有本土化的方向？ 现在上汽奥迪研发的最新进展是什么？
邵志山：Thank you. If you look at our product portfolio，there's two classes we are having at the moment that will also look for future cars. The cars are designed in China and also made them produced here for China so very China- specific solutions we are looking for. And if you take the A7L for example，the A7L is a very China-specific model because it's body shape is slim and some other features it has and that really came out of a lot of research，a lot of customer interests we did to offer the best solution really for the Chinese customers. Because also as an Audi brand, China is our biggest market and we want to offer the best solutions. And of course, tastes are different in China than in the Europe and America. That's why we set Audi position here, is really we stick with the global brand and global R&D things we get all the great force on this testament technology. But then tailor made adapt the needs of the Chinese customers. That's why all our models are really exclusively made for the Chinese market because they just fit their needs better. And that's not only influence of product if you talk about R&D we also consider this in terms of services that you offer service packages for example. That's really that we also see a big differentiator for us not only the products but also the services which come around it to create this whole ecosystem and to individuals and customers from Chinese customers.
翻译：谢谢你。如果你看一下我们的产品组合，目前我们有两个级别，但也会为未来推出的车型继续寻找。这些汽车是在中国设计的，也是为中国生产的，所以我们正在寻找非常中国化的解决方案。如果以A7L为例，A7L是一个非常具有中国特色的车型，因为它的车身形状很修长，还有它的一些其他特点，这确实是经过了很多研究，我们做了很多客户调查，为中国的客户提供最好的解决方案。因为作为一个奥迪品牌，中国是我们最大的市场，我们希望提供最好的解决方案。当然，中国人的品味与欧洲和美国人不同。这就是为什么奥迪来到中国，我们坚持全球品牌和全球研发，我们具备所有的伟大力量来证明检验技术。然后需要以适应中国客户的需求来进行量身定做。这就是为什么我们所有的车型都是专门为中国市场打造的，因为它们更适合中国用户的需求。如果你谈论研发，这不仅影响了奥迪产品，并且我们也考虑在服务方面，例如提供服务包。确实我们看到了一个很大的差异化，不仅是产品，还包括创造整个生态圈，包括对个人和中国客户的服务。
网易汽车：So service is a big part of SACI AUDI next year?
翻译：所以服务是明年SACI AUDI的一个重要部分？
邵志山：Yes
翻译：是
网易汽车：The direct distribution mode is different from 4S mode for SACI AUDI, Can you explain some detail ?
翻译：上汽奥迪直接分销模式和4S模式是不同的，你能展开讨论这个问题吗？
邵志山：Yes, we are working on the so called agency model and if you want to sum it up to a baseline，it just enables us to be very close to our customers. Because, as a manufacturer, SACI Audi, we are in direct touch all the time with our customers，both online and offline and that's really the core of our business on this. Well，be completely blurred lines between offline and online channels, We have seized Audi urban stores, Audi cities as a physical touch points. But at the same time, we offer a full digital ecosystem and insisting to the ecosystem. We are in constant touch with the customers all the time and even like our employees from the headquarters，we have our accounts there as well in the APP, in these dedicated SAIC Audi APP and we are really talking with our customers on a daily basis. So for me and that was also fascinating when I came here,you really see the differences. You are much closer to your customers that helps you to understand their needs better and then also to come up what I mentioned before these tailor-made solutions for the customers. So that's a very innovative business model which we are really trying to get the best out of it for all sides.
翻译：是的，我们正致力于代理制模式。总体而言，就是它能使我们能够非常接近我们的客户。虽然SAIC Audi作为汽车制造商，我们还是一直在与我们的客户直接接触，无论是线上还是线下，这确实是我们在这方面的核心业务，要融合线下和线上渠道之间的界限。我们已经建立了奥迪都市店、奥迪之城作为线下交流点。但与此同时，我们提供了一个完整的数字化的“新四圈”，并坚持建设这个圈子。我们一直在与客户保持联系，甚至像我们总部的员工也在APP上有各自的账户。我们每天都在与客户交谈。更接近你的客户，这有助于你更好地了解他们的需求。然后加上我之前提到的为客户量身定做的设计组合方案。因此，这是一个非常创新的商业模式，我们真的在努力为各方争取最好的结果。
网易汽车：So is this helping SACI AUDI shorten the delivery period?
翻译：那么这是否有助于SACI AUDI缩短交付期？
陈历：首先因为我们做到客户直联之后，现在上汽奥迪开始进行销售了。但是网络布局方面，我们发现最北的客户来自黑龙江鹤岗，还有最西边的客户来自新疆塔城，这是传统4S店没办法布局的地方。现在我们做到了客户直联，我们知道客户在那边，以前这些客户要通过二网连接的，现在可以跟上汽奥迪直接建立联系，我们可以把服务直接送到客户身边，这是跟传统模式很大的区别所在。
网易汽车：今年是上汽奥迪的元年，目前为止，上汽奥迪各方面的规划是否已经得到了预期的效果，以及未来有什么样的规划？两位都可以分享一下。
陈历：我们在做上汽奥迪业务，最初开始于五年前，从2016年的时候讨论上汽奥迪，非常重要的一个问题是，市场上已经有这么多品牌的时候，为什么还需要上汽奥迪？一方面对于双方来说，希望能够提升奥迪品牌在中国的销量价位段，也希望通过上汽奥迪品牌，建立很多全新的营销模式。我们从今年4月18日上汽奥迪之夜开始正式运营上汽奥迪的营销业务。从目前用户反映来看，我们之前所有规划的想法都在落地，而且也得到很好的效果。以前传统的豪华车，是靠折扣来驱动的，但是上汽奥迪线上线下一口价。以前是通过经销商对客户进行销售和服务，现在我们主机厂直面用户，这些都得到了很好的效果，也获得了客户的认可。从这个角度来说，上汽奥迪做用户规划的目标，在我们这个初步阶段是得到了验证的。
邵志山：Also if you look at how we are in touch with customers to feel that we are also getting the numbers we see coming in, but also the press coverage. I think that's quite a big excitement also for this whole SAIC Audi project coming up. That's why we are also, we see the advancements we are making at the moment. It's a very positive thing and we really believe 2022 will be also then a year for us or we have our portfolio more on the ground, more and more stores opening, so we really believe we will have a big footprint in the future.
翻译：如果你了解我们是如何与客户接触的，你会发现我们不仅收获了数据，也得到了很多媒体报道。这对整个上汽奥迪项目来说也是让人非常兴奋的。我们也看到了我们目前正在取得的进步。这是一个非常积极的事情，对我们来说我们真的相信2022年也会是重要的一年，可以让我们有更多的产品组合，越来越多的都市店开业，所以我真的相信我们在未来会收获很多。
