独特定位
介绍A5轿跑车的独特 定位，而且是整车进 口，在质量及形象上 更具竞争优势，适合 非首次购车，内心追 求时尚、个性、操控 的客户；
色彩丰富/车型多
针对人群特征，通过对 A5全车系、多色彩的介 绍，找到切中客户心智 点，从预算和个性两方 面下手，找到客户心仪 车型。
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A5 Case Analysis
Detailed information in shown in the next page
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A5案例分析
► A5客户群体分析
A5客户行业分布
服装行业 36% IT行业 28%
A5客户性别比例
女 47% 男 5340岁以上 23% 30岁以下 29%
A5客户首次购车与二次购车比例
Focus on fashionable appearance For clients who pursue fashionable and dynamic car, emphasize in the harmony of the appearance and style of A5 and on clients when introducing A5;
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Clients industry distribution focuses on: A5 clients are mainly in the private enterprise, self-employed entrepreneurs, garment industry, IT industry.
Splendid color / different types
According to client’s property, introduce the entire series of A5, find the point for meeting client’s demands from budget and personality.
29%
30%
A5 clients car purchasing clients clients recommendaproportion purchase
tion purchasing 9% another one 15%
Old
Old
Note:
30-40 years old 48% data source:
Garment industry 36% industry 28%
A5 clients gender proportion
Female 47% Male 53%
A5
> 40 years old 23%
Private enterpris e / selfclients employed age A5 clients first car purchasing First car entrepren and secondary car purchasing purchasin <30 years eurs proportion g old 36%
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More ladies: compared with other Audi products, A5 clients are mainly ladies.
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Some clients are secondary car purchasing: in the A5 clients, a lot of them are the second time for purchasing Audi car.
Car type switch From the clients who are intended to A4/A6, realize them favorite and purpose, recommend them to purchase A5 according to the actual conditions;
首次购车 30%
A5客户购车比例
老客户推荐 购买 9% 老客户增购 15%
二次购车 70%
30-40岁 48%
新增客户 76%
注：数据来源广东+广西14家经销商现有A5客户资料。
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A5 Case Analysis
► A5 clients analysis
A5 clients industry distribution IT
热情服务
大多购车客户都不止 到过一家4S店，热情 耐心的服务，准确把 握客户所需加上正确 的引导，成为最终促 使客户购买的重手方 法；
结合二手车业务
购买A5的客户大多不是 第一台车，在购车的同 时需要处理原有车型， 经销商适时加以二手车 业务，既方便客户购车 又能增加二手车业务量；
主打时尚外形
针对追求时尚、动 感的客户，在介绍 时突出A5外形线条、 造型之美，与客户 气质、追求相称；
Imported car, high cost performance Germany quality, high safety Powerful force, excellent maneuverability Roadster, comfortable, suitable for long time drive
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A5案例分析
► A5主要销售方法
试驾体验 邀约客户路试， 体验A5作为桥跑 车的动力性能及 操控性； 车型转介 从意向购买 A4/A6的客户中， 了解其喜好及用 途，根据对A5的 吻合度，推荐其 购买A5； 主打动力操控
对于追求驾驶体验 的客户，着重突出 A5的强悍动力性能， 出色的操控感受， 以及适合长时间驾 驶的舒适性；
Warm service Most clients have visited several 4S stores, warm and patient service, accurate grasp on client’s demands are the important way for promoting clients to purchase car;
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► A5 main sales method
Test drive experience Invite clients for road test drive, experience the force and maneuverability of A5; Combine secondhand car business A5 is not the first car for most clients, when purchasing car, they shall handle the original car, distributors shall promote the second-hand car business, which is convenient for the clients to purchase the car and increase the sales volume of second-hand car;
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女性比例增多：相对奥迪其它车型，A5客户女性比例较多。
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部分为二次购车：在购买A5的客户中，有相当一部分是奥迪原有车主二次购买的。
详见下页详细数据
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A5 Case Analysis
► A5 clients analysis
According to the A5 client’s data of 14 distributors in Guangdong + Guangxi, analyze from clients industry distribution, gender proportion and car purchasing nature, A5 clients have the following properties:
Unique orientation Introduce the unique orientation of A5, emphasize that it is the imported product with high competitive force in quality and image, suitable for the clients who purchase the car for the second time and pursue fashion, personality and maneuverability;
A5成功案例分析 A5 successful case analysis
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A5案例分析
► A5客户群体分析
根据广东+广西14家经销商提供的现有A5客户资料，分别从客户行业分布、性 别比例、购车性质三方面进行分析，A5客户具有以下特征：
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客户行业分布集中：A5的客户群主要集中在私营企业、个体户、服装行业、IT行业。
current A5 clients information of 14 distributors in Guangdong + Guangxi
Secondary car purchasin g 70%
New clients 76%
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A5案例分析
► A5对客户的吸引点
奥迪品牌豪华但不张扬 时尚动感外观设计 独特，便于体现自我个性 进口车，性价比高 德国品质，安全性好 强劲动力，良好的操控性 轿跑车，舒适性好，适合长时间驾驶
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A5 Case Analysis
► A5’s attractive points to clients
Audi brand is deluxe but low-pitched Fashionable and dynamic appearance
Unique and easy for showing the personality