Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Our Work Detail

EXPERTISE

  • Research

REGION

  • China

INDUSTRY

  • Auto
Contact Us

Revitalizing Audi: Unveiling Chinese Youth Consumer Insights

Audi, as Germany’s oldest-established automobile manufacturer, acknowledged the significance of comprehending China’s youth to shape its future brand strategy. Nonetheless, the brand encountered a challenge due to the Chinese youth’s relatively low perception of its brand image. To address this, Audi collaborated with Labbrand to undertake a research for Chinese youth consumer insights, exploring aspects such as lifestyle, culture, social patterns, consumption habits, digital behavior, and attitudes towards cars among China’s 3rd generation.

Challenge

Audi’s primary objective was to gain a deep understanding of the distinctive characteristics and preferences of China’s youth, enabling the customization of its brand strategy for maximum effectiveness. The main challenge lay in obtaining insights into the motivations, values, and expectations of this demographic, ultimately bridging the perception gap and fortifying Audi’s brand image among the Chinese youth.

Revitalizing Audi: Unveiling Chinese Youth Consumer Insights
Audi

Solution

We categorized the 3rd generation into distinct age groups, each representing different life stages:

Post 80s
The Post-80s generation is focused on simplifying and stabilizing their lives. They have moved away from the wild ideas of their youth and now prioritize family, taking on the responsibility of caring for both their parents and their own children. Their life revolves around their family, and they seek a sense of security and ease.

Post 85s
The Post-85s aspire towards self-achievement in their life and are willing to reward themselves when they achieve their goals. They seek a quality life. They are more confident in their life choices and have grown to be more rational in dealing with challenges in their life.

Post 90s
The Post-90s generation is currently in the phase of self-exploration. As many of them are newcomers to the workforce, they grapple with finding a clear life direction. They aim to align their interests with their career choices, forging their own values. However, living in a rapidly changing world, they are prone to being influenced and may feel uncertain at times.

Revitalizing Audi

Based on the political, economic, societal, and technological context, we found out that the 3rd Generation has a more distinctive value system compared to past generations, now mostly led by societal expectations.

We have identified and clustered the respondents in order to have a clearer picture of the different typologies within the 3rd Generation. We noticed that across the 3rd Generation, we could look specifically at their motivations (intrinsic purpose to engage in activities) and desired social role (extrinsic reward) to anchor the key typologies within the 3rd generation.

Revitalizing Audi

Results

In terms of 3rd generation’s consumption pattern, we found that they are more likely to select and consume brands that resonate well with their value system. That is to say, in addition to tangible benefits, winning brands must deliver intangible elements and have an emotional connection to propose. The 3rd generation has its framework of how they categorize brands, brands that more and more need to deliver rich experience across their different touchpoints. Our analysis of this part is to answer “How the 3rd Generation uses technology?” and “What Mobility means for the 3rd Generation?” Technology serves different purposes among the 3rd generation and each typology shows different levels of engagement towards those tools. Technology has also influenced their behavior and expectations towards mobility solutions.

Based on the findings, we conclude that the 3rd Generation expects augmented connectivity as part of the future of mobility through three aspects:

OPTIMIZE DRIVING EXPERIENCE
The car is expected to be plugged into big data and offer autonomy from driving to optimize the driving experience

ENHANCED PERSONALIZATION
The car will become highly personalized to become more secure yet offer flexibility to deliver efficiency

EFFICIENT SOCIALIZATION
The car will empower me to enjoy the journey through connectivity, and entertainment through a higher level of safety as a result of autonomy

Unveiling Chinese Youth Consumer Insights

With the help of Labbrand, Audi’s thorough consumer research on China’s youth yielded invaluable insights into their preferences, motivations, and expectations. The results highlighted the significance of providing immersive experiences and fostering emotional connections at every interaction point.

Moreover, the research emphasized the 3rd generation’s keen interest in augmented connectivity for future mobility, with an emphasis on enhancing driving experiences, personalization, and socialization efficiency. Armed with these valuable findings, Audi can tailor its brand strategy and offerings to better resonate with the Chinese youth, ultimately bolstering its brand image and cementing its position among this crucial target audience.

Audi and Chinese Youth Consumer Insights
  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Crocs: Chinese Brand Tagline Creation

Crocs: Chinese Brand Tagline Creation - Create connection Crocs is not the only brand that sells comfortable footwear, so many brands do. Apart from their products, what …

Enriching the Brand Equity for Arla Baby & Me

Arla Baby & Me, a premium offering in the Chinese market, embarked on a strategic initiative to revitalize its brand and create synergy across its product lines, incl…

J&J Aveeno Baby Product Variant Bilingual Naming Creation & Concept Enhancement 

Bilingual Naming Creation - Background  Aveeno Baby is one of the top recommended brands by dermatologists and parents when it comes to gentle, safe, and soothing ba…

Airbnb Brand Localization: Creating a Unique Chinese Brand Name and Visual Identity

In the competitive Chinese market, Airbnb faced challenges in successfully establishing its brand and conveying its travel philosophy to local consumers. Labbrand, levera…

Labbrand and Logitech Partnered Again to Explore the Next Level of Gaming Experience 

Founded in 1981, Logitech is a world-renowned manufacturer of computer peripherals and software originating in Switzerland and now operates in more than 140 countries and…

PepsiCo Chinese Cultural Insights Research

Through an in-depth research, Labbrand helped Pepsi gain cultural insights research of young generation, enables it to better communicate in China. CELEBRATE THE POSSIBIL…

Brand Equity Strategy: Asfour

Labbrand conducted Brand Equity Strategy to help Asfour assess its performance and clarify future strategies in China. Brand Equity Strategy - A Heritage Continued Asfour…

Red & Refined – Gran Meliá’s Signature Touch of Luxury

At Gran Meliá, luxury is not just served with a silver spoon, it is served with a splash of Red – Spanish Red, to be precise. Red has always been the color of passion, po…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject