Audi 2008 Annual Report Download - page 48

Vorsprung Originality
customs. For example, tremendous
flower arrangements adorn the ta-
bles, creating an atmosphere that
facilitates good business for everyone
involved. The color red – which sym-
bolizes good luck in China – pervades
the dealership. In addition, demon-
stration and showroom models are
not arranged by chance; instead, their
placement represents an unwritten
code of harmony necessary to pro-
mote customer satisfaction and suc-
cessful business.
The salesroom is immaculate. The
new Audi customer Cai Zhengdong
himself is visibly impressed. Even the
36 service points in the enormous
tions and high levels of particulate
matter substantially reduce service
intervals: Air filters and engine oil,
for example, must be changed rela-
tively frequently. And because Deao-
da’s catchment area extends more
than 200 kilometers into the sur-
rounding area, many customers who
have made a longer journey choose
to wait here while having their vehi-
cles serviced.
Reason enough for Shi Guiyuan and
his managing director, Ji Hongbo, to
realize an unconventional service
idea. They set up a shopping center
of sorts directly adjacent to the auto-
motive showroom and garage. On the
ground floor: an accessories super-
market selling everything from air
fresheners through climate-friendly
seat covers made of wood balls to
tea makers and good-luck dragons;
everything a Chinese driver could wish
for. Having satisfied their craving for
automotive purchases, Audi owners
can choose to pamper themselves just
one floor up. An escalator whisks them
into a beauty oasis and entertainment
area, including a hair salon and mas-
sage clinic as well as a shoe-repair
shop, a leather boutique and a cloth-
ing store. Visitors can also turn a few
fast laps on a model-car racetrack;
billiard tables offer an opportunity
for relaxing concentration. This
emporium also houses a cyber café.
Anyone still looking for a diversion
can seek out the in-house movie
theater to enjoy the latest Hollywood
blockbusters. “We have plenty of
parking spaces,” adds Shi Guiyuan
with a laugh. “Some customers are
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automotive garage are spotless: There
are no tools lying around; no over-
looked cleaning equipment. “Our cus-
tomers expect the utmost in quality
and reliability – not only with regard
to their vehicles, but also our services,”
explains Shi Guiyuan. Even the two
stations for welding aluminum vehicle
bodies could serve as a setting for a
candlelight dinner.
Deaoda’s volume is considerable. Dur-
ing peak periods, the automotive service
garage processes up to 400 vehicles a
day. On a typical day, 200 vehicles are
serviced for the everyday strains of
China’s roads. Beijing’s climatic condi-
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