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奥迪 Q7
案例简介：2006 春季，奥迪在欧洲市场推出了一款运动型多功能车，自 20 世纪 90 年代末以来，美国制造商和直接竞争对手就已经锁定了这款车。今天，市场由第二代车型主导，即日益市场化的越野车。虽然他们的前辈是基于卡车工程，几乎没有提供舒适或方便，但目前的第二代车型利用了技术，抵消了较小的全地形能力，最大限度地提高了行驶性能。奥迪 Q7 是新的第三代 (“性能 SUV”) 的第一款产品，因为它可以处理困难的地形，但保证出色的道路性能。经过多年的强劲增长，在 q7 首映式 culmin之前，高价 SUV 市场出现了饱和的初步迹象，最终导致细分市场销售停滞。尽管新车的这些条件不太理想，但奥迪 Q7 被证明是有史以来最成功的运动型高档 SUV 产品。通过获得最高数量的新车注册、该细分市场的形象领导以及比竞争对手更高效的沟通，该公司已经雄心勃勃的营销目标很容易被超越。
奥迪 Q7
案例简介：In spring 2006, Audi launched a Sports Utility Vehicle on the European market which U.S. manufacturers and direct competitors had been anchored in since the late1990s. Today the market is dominated by second-generation models, i.e. SUVs with increasing marketability. While their predecessors were based on truck engineering and offered little comfort or convenience, the current, second-generation models leverage technologies which offset lesser all-terrain capabilities with maximized roadworthiness. The Audi Q7 is the first product from a new, third ("performance SUV") generation, because it can handle difficult terrain yet guarantee outstanding on-road performance. Following years of strong growth, initial signs of saturation appeared in the high-priced SUV market shortly before the Q7's premiere culminating in stagnating segment sales. Despite these less than ideal conditions for a new car, the Audi Q7 proved the most successful launch ever in the sporty, premium SUV segment. By securing the highest number of new car registrations, image leadership in the segment and more efficient communication than the competition, the company's already ambitious marketing goals were easily surpassed.
Audi Q7
案例简介：2006 春季，奥迪在欧洲市场推出了一款运动型多功能车，自 20 世纪 90 年代末以来，美国制造商和直接竞争对手就已经锁定了这款车。今天，市场由第二代车型主导，即日益市场化的越野车。虽然他们的前辈是基于卡车工程，几乎没有提供舒适或方便，但目前的第二代车型利用了技术，抵消了较小的全地形能力，最大限度地提高了行驶性能。奥迪 Q7 是新的第三代 (“性能 SUV”) 的第一款产品，因为它可以处理困难的地形，但保证出色的道路性能。经过多年的强劲增长，在 q7 首映式 culmin之前，高价 SUV 市场出现了饱和的初步迹象，最终导致细分市场销售停滞。尽管新车的这些条件不太理想，但奥迪 Q7 被证明是有史以来最成功的运动型高档 SUV 产品。通过获得最高数量的新车注册、该细分市场的形象领导以及比竞争对手更高效的沟通，该公司已经雄心勃勃的营销目标很容易被超越。
Audi Q7
案例简介：In spring 2006, Audi launched a Sports Utility Vehicle on the European market which U.S. manufacturers and direct competitors had been anchored in since the late1990s. Today the market is dominated by second-generation models, i.e. SUVs with increasing marketability. While their predecessors were based on truck engineering and offered little comfort or convenience, the current, second-generation models leverage technologies which offset lesser all-terrain capabilities with maximized roadworthiness. The Audi Q7 is the first product from a new, third ("performance SUV") generation, because it can handle difficult terrain yet guarantee outstanding on-road performance. Following years of strong growth, initial signs of saturation appeared in the high-priced SUV market shortly before the Q7's premiere culminating in stagnating segment sales. Despite these less than ideal conditions for a new car, the Audi Q7 proved the most successful launch ever in the sporty, premium SUV segment. By securing the highest number of new car registrations, image leadership in the segment and more efficient communication than the competition, the company's already ambitious marketing goals were easily surpassed.
奥迪 Q7
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Audi Q7
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The Audi Q7. From the creator of quattro
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