The Chinese love a black Audi A6
At the Shanghai auto show last month the world’s car manufacturers were at hand to showcase their latest innovations. Audi was also there to help promote more of its models to the Chinese, at the moment half of all Audi A6 models produced are sold in China. The German firm is trying to promote cars like its new Q3 compact sports utility vehicle and the Audi A3 in Southampton.
According to research firm Dunne & Co. The majority of if not all of the A6’s sold in China were black versions with windows tinted darker than welding glass. The A6 has become the car of choice for government officials and company bosses.
Xu Xingen, the successful 50 year entrepreneur was at the Audi stand checking out a silver Audi A6, he said, “Many Chinese people like the Audi car a lot. It looks very beautiful, magnificent. I am going to buy a black one.”
The Audi A6’s status is such that in Beijing, the importance of government meetings can sometimes be gauged by counting how many A6s are parked outside. The A6’s status comes down to Audi being one of the first premium manufacturers to enter the Chinese car market.
Klaus Paur, head of Synovate Motoresearch for Greater China and Korea said, “A lot of people bought these A6s simply because it was, socially speaking, acceptable,” Paur said. “People would not say ‘you are showing off’ because it was also endorsed by the government.”
Audi’s CEO is confident the brand can become even more successful in China, he said, “It took us 23 years to sell our first million vehicles in China. We aim to deliver our second million customers in just three years.”
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