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Consolidating: Don’t Put Your Eyes on Competitors Only
When Audi first came to China, it had a decided advantage already, which gave Audi the name “leader”. Last year, Audi’s sales volume reached 488,500; in the first half of this year, it reached 266,300, with year-on-year growth of more than 17%.
In Mr.Boesch’s career, the years when Chinese automobile market has witnessed significant modifications has been extremely exciting for him. Because the market is the one that every professional manager dreams of and the one that is the most competitive in the whole world. The competition in the premium market has been heating up for the recent two years. Just in the first camp, other competitors use various means to attract consumers, such as upgrading products, increasing locally-made models or reduce repair costs. When the gap between the leading Audi and other carmakers is narrowing, how can Audi consolidate its market position?
However, Mr.Boesch didn’t feel stressful. He said, “For the products, we have a very clear product portfolio here in China. If you consider the different segments, we have already been much ahead of any competitors in the most important segments, the C segment, the B segment and the ASUV segment. Besides, we are also the first to occupy the A segment and ASUV segment.” He also shared several numbers with Tencent Auto. “At present, the A segment represents 10% in Chinese market, but 26% in the European market. That is to say there is still tremendous potential of growth in Chinese market. Last year, Audi introduced Q3 accounting for 50% of the segment. And A3 which is going to be released soon will also be very promising. Though we won’t share the target data, the two vehicles can take up the leading role of the two segments.”
Being much ahead of other competitors, Audi doesn’t think much of their chasing. “Don’t put your eyes on the competitors but on the customers who can decide the future market. To be more specific, we need to have this consistency in terms of customer treatment and high-flexibility to adapt to different customers. Because customers’ expectations tomorrow may be different from the ones today.”
Mr.Boesch mainly pays attention to two points: the customer’s satisfaction and the brand experiences. “Customers’ trust, loyalty and love are due to our exceeding their expectations.” This is the secret Mr.Boesch uses to keep the customers. [detail]
Boesch
Mr.Dominique Boesch entered Volkswagen Group in 1991. From 1993 to 1998, he served as sales manager of Audi AG in Holland, Belgium, Spain, Turkey and France. In 2003, he was appointed as the director of Pacific and Asia region in Singapore. A year later, he became the managing director of Audi Korea. In 2007, he became the managing director of Audi Japan. Since September 2010, he has been the president of FAW-VW Audi Sales Division.
Consolidating: Don’t Put Your Eyes on Competitors Only
Football

Art

Art is the bridge between the phenomenal world and the perfect world in mind. It has being shown in the historical period all the time. In any kind of social pattern, art is always exerting great impact on the ideology and arousing human’s nature of living together. Artists can use different representations to share their rich enlightenment, personal or collective thought with others.
Accelerating: Adapting to the Great Changes of the Market and Customers as the Biggest Challenge
Mr.Boesch is precise and conscientious, like the common Germans. But at the same time, he is very progressive. Thus, Audi can accelerate its development in the “sinking-or-swimming” market.
“Progressiveness given by our founder is the DNA of Audi. Only when progressiveness is rooted in our corporate spirit can we always be progressive.” Mr.Boesch thought the biggest challenge was to continue achieving success based on the certain dimension of the market and to adapt in the completely different environment in terms of market and customers.
Mr. Boesch used the sports cars as example to specify. A few years ago, very few people were driving high sports cars in China. But now many customers choose sports cars. Therefore, Audi has introduced such products based on the dynamic of the market. In 2012, Audi announced the RS strategy. “Since the announcement, our sales volume of the cars doubled” .
Besides, Audi has made a series of plans to deal with the challenges. At the beginning of 2013, Audi globally officialized the “leadership” strategy, including “brand image” strategy, and “Land of quattro” strategy as sub-strategies. Meanwhile, Audi also made adjustments from the products to organizational structure and to brand structure based on the changes of Chinese market.
Mr.Boesch repeatedly stressed that the market overall was changing. “The customers is changing even sometimes faster than the market. What matters in China is not selling three million cars, but the qualitative growth and the customer satisfaction being the first in China for five years, which is much more important than the sales volume of several million.” [detail]
Grégoire OLIVIER Grégoire OLIVIER
Football

Architectural aesthetics

Architectural aesthetics has an effect on the design of architecture. Everyone has the aesthetic pursuit. Aesthetic appreciation is the highest pursuit of human’s feelings and the highest state of human’s living. Different ages or construction groups have different views on beauty and the match with the real life may also be the consideration of architectural aesthetics.
精彩问答
  • 1

    Tencent Auto: What is your greatest feeling and what is your biggest challenge in the past four years working in China?

    Boesch: The last four years has been extremely exciting. During the last four years, Chinese premium car market has witnessed significant modifications which relate to market itself, competitors and regulations. At the same time, Chinese customers also have changed dramatically in the past few years.
  • 2

    Tencent Auto: How has Audi adapted to the changes of the customers?

    Boesch: The specific example is the change of the product portfolio. In the past, we only had ten products. Now we have thirty-two products. And meanwhile, we have introduced different products according to different market segments.
  • 3

    Tencent Auto: “Progressiveness” is one of the core values of Audi brand and how do you make sure that you are always progressive?

    Boesch: It’s very difficult to be progressive all the time but it’s our company’s spirit given by our founder. Progressiveness is reflected in our corporate culture and a series of our activities. For instance, we adopt advanced technology in our car-making and we introduce “Land of quattro” activity in our marketing. All these can be called progressiveness. Only when progressiveness is rooted in the corporate spirit can we make sure that we are always progressive.
  • 4

    Tencent Auto: How are you going to maintain the loyalty of the existing customers and what are you going to do to attract new customers?

    Boesch: In a fast growing market like China, we mainly pay attention to two points: the customers’ satisfaction and the brand experiences. That is to say we work on the brand experiences in order not only to satisfy our customers, but also make something additional to delight our customers.
  • 5

    Tencent Auto: Audi’s competitors are now moving very strongly in the Chinese market, so do you feel a lot of pressure in your future working?

    Boesch: The market overall is changing. The customers is changing even sometimes faster than the market, so the most important if you want to consolidate your position is not to put your eyes on the competitors but on the customers who can decide the future market. To be more specific, we need to have this consistency in terms of customer treatment and high-flexibility to adapt to different customers. Because customers’ expectations tomorrow may be different from the ones today.If Audi wants to be successful in Chinese market, paying attention to localization is very important. Only when the cars are locally-made in all links from production to sales can Audi grow with the market.

Precise

Conscientious

Witty

Progressive

Thinker

Low-key

Gentleman

Dedicated

  • Boesch
  • Boesch
  • Boesch
  • Boesch
编者按
EDITOR'S NOTE
Our interview was conducted in Audi’s first Terminal showroom in Beijing, the place of which was chosen by Mr.Boesch himself. Mr.Boesch introduced the showroom in particular during the interview. He said the room stood for the DNA of Audi’s progressiveness. Progressiveness means change. It was difficult for a leader to be always progressive, but Mr.Boesch can open the mind-imprisoned door by enjoying art. After work, he would like to visit some galleries so that he could get to know other people’s different views or interpretations about situations. In this way, Mr.Boesch could reflect on his own way of thinking and come up with new ideas in a more detached perspective.
　　But at the same time, Mr.Boesch was precise and conscientious. Before he took pictures, he first cleaned the small stain on the surface of the car and then stood in a standard pose to show the harmony between man and car. Such traits make sure that Audi can develop on course to consolidate its own position.
　　The auto market at present is quite different from the one when Audi first came to China. Now the market is full of competitions and changes, while Mr.Boesch is the “double-faced” man who can be both defensive and progressive.
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