New Audi A6L sedan reflects tastes of China's youthful market

FAW-VW Audi's new A6L was awarded the most appealing midsize premium car after the segment-leading sedan's facelift was launched on the Chinese market with more youthful and dynamic elements, and consolidated its benchmark position with customer-oriented upgrades.

The Sino-German joint venture's popular model has surpassed its competitors with overwhelming superiority and topped the midsize premium car segment, according to J.D. Power China 2016 Automotive Performance, Execution and Layout Study.

"The Audi A6L has without a doubt long been and still is a success in the premium car segment," said Michael-Julius Renz, president of FAW-VW Audi sales division.

"The success of the Audi A6L reflects our visionary strategy adjustment. We have integrated more youthful and dynamic elements, adapting to the changing preferences of our customers."

Audi made its changes in line with the demands of the younger generations because the incremental luxury vehicle market in China is relying more and more on China's youth, instead of the business buyers who used to influence the market.

FAW-VW Audi initiated the Colorful Vehicle strategy last year to meet customers' requirements for personalization.

Based on the preferences of Chinese consumers, FAW-VW Audi launched the A6L with a fresh color, Flight Blue, as well as the existing seven colors.

"Benefiting from many years of being deeply rooted in the Chinese market, Audi understands well what Chinese customers really want," Renz said.

"For today's new Audi A6L, we have made yet another step forward. The new A6L perfectly showcases precision and sporty elegance both in the car's exterior and interior."

The upgraded A6L

Renz said "less equals more" is Audi's formula, and the Strategy of Efficiency will help the company lead industry trends, as demonstrated by the new A6L.

"The new Audi A6L, with its more dynamic design, cutting-edge technology, more powerful engine and more flexible product range, is ready to surprise consumers," he said.

Available in both front- and all-wheel drive, the sedan comes with three engine options: the 1.8-liter TFSI, the 2.5-liter V6 natural aspiration, and the 3-liter supercharged.

The smaller 1.8 TFSI engine brings more power, more driving fun, but less fuel consumption. In contrast, the 3-liter supercharged engine's output is 440 Nm peak torque.

The new model's other upgrades were customized for Chinese buyers and went beyond the distinctive trend-setting exterior, efficient fuel consumption, powerful performance and class-leading innovative technologies.

The sharp line design and all-new Matrix LED headlights with eagle-eye design give the sedan a more premium, dynamic feel.

Emphasizing a cultivated feel, the interior of the Audi A6L showcases several high-quality features, an example of which is the massage seat with five modes that is available for the first time in this segment of the market.

Besides the dynamic driving and comfortable riding experience, the Audi A6L is upgrade, also reflects Chinese customers' high rate of adoption of technology.

The Audi A6L enables smartphone connectivity as a standardized function in eight variants to meet evolving needs. Cutting-edge technology, such as the upgraded MIB II infotainmentsystem and Audi connect, adds to the high-tech features.

The Audi connect system brings convenience to users and ensures driving safety, as it is compatible with Apple's CarPlay and can operate phone calls, text messaging, navigation, music, and other digital functions.

An iconic model

For Chinese users, Audi A6 has been synonymous with exclusiveness and progressiveness since its predecessor, the Audi 100, came to China in 1988, according to the company.

In 2005, the Audi A6L was the first long-wheelbase vehicle to be localized for the Chinese market. After seeing the long-wheelbase edition's popularity, the company's localizing strategy with a stretched wheelbase created an industry-wide trend.

The carmaker believed that "the future belongs to those who create it", and its strategy has received positive response from its customers.

After continuous rejuvenation in recent decades, the Audi A6L maintains a leading market share, registering sales of 103,382 units in the first nine months of 2016, despite more intense competition in the midsize premium market in China.

"The new Audi A6L is a masterpiece for the future," Renz said. "As part of the Audi shift strategy, we are working at various activities to push our prestigious brand image even further.

"The A6L carries out more branding functions. Along with the A8L, A7 and Q7, it will embody the essence of the Audi brand."

The A6 family

Together with the A6 Allroad, and the upcoming S6, RS6 and localized A6L e-tron, the A6L forms part of a refreshed A6 family, the largest product matrix in the premium midsize car market, further reinforcing Audi's leading position in various market segments.

If a customer wants passion and speed, the Audi S6, which has been comprehensively modified, will be his or her choice. High-powered, understated, with ample features and a high degree of everyday practicality - all of these strengths come together in the Audi S6.

The A6L e-tron, which was jointly developed by Chinese and German partners especially for the Chinese market, shows Audi's ambition and intentions in the new energy vehicle segment, as well as its commitment to social responsibility and environmental protection.

haoyan@chinadaily.com.cn