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Audi eyes top spot in China’s luxury car market, appoints Leo Burnett to drive growth

Audi has appointed Leo Burnett to drive growth

FAW Audi China has appointed Leo Burnett Beijing as its creative agency as the brand looks to become the number one luxury automotive brand in China.

Audi has appointed Leo Burnett Beijing to a two-year contract from 2017 to 2019. The appointment follows a five-way pitch. The account was previously managed by BBH and Ogilvy.

Leo Burnett will play a lead agency role in the automotive brand’s integrated communications with a specific focus on brand strategy and creative communications.

The appointment comes as Audi looks to step up its competition with rival luxury automotive brands BMW and Mercedes-Benz, which all hold roughly the same market share, although Audi has dropped behind.

Leo Burnett Beijing managing director Frank Liu said, “For years Audi has always been number one in the market. But due to the fast change of the market and diversified consumer needs, the current goal is to secure the number one position for Audi in China on both sales and brand recognition in people’s minds.”

Liu said the increased competition from established luxury car brands as well as new entrants, such as Tesla, is adding to the market complexities.

“The market circumstance is getting more and more complicated; the luxury car model is more and more specified for diversified consumer groups. Alternative-energy cars’ entrance into the market also changes the traditional competing route for luxury cars. But one of the most obvious trends is, there is still huge growth potential for luxury cars.”

“Alternative-energy cars, especially electric cars have changed many people’s definition of luxury car. The sales of Tesla in China is not outstanding yet but from a brand angle, it will definitely affect consumers’ perspective about the category. Audi is also putting great effort on developing new energy cars – please look forward to its to-be-launched products,” said Liu.

Audi entered China more than 29 years ago and has more than 4 million customers.

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