Zhining Chen, who is famous for never taking ads, surprised everyone by posting on Weibo today.
"After waiting so long, the Audi A8 is finally on the market. I can ride in the official car fit for a state leader now."
"Audi is a true national enterprise, and its manufacturing strength is the real deal."
"Just look at this interior, the starry-sky headliner, it is beautiful."
She attached photos of herself with the A8 VIP long-wheelbase model, from a full-face shot leaning on the hood, to the imposing front with its matrix LED headlamps, to the richly appointed cabin. Anyone could see she was spotlighting the Audi A8.
"Wow, if not for Ningning's Weibo, I wouldn't have known the A8 was out."
"Ningning is stunning, but are you seriously hyping Audi. What is your connection to Audi?"
"The interior is insane. I am buying a couple for company cars tomorrow."
Plenty of wealthy users only learned that the A8 had launched because of Zhining's post.
In the near term, BMW, Mercedes-Benz, and Volkswagen's coordinated push had worked. Six luxury marques moving in unison made people subconsciously overlook Audi's launch.
Hangzhou, inside an upscale residential compound.
Because it was Saturday, Yaoyao Xie did not have to work. She curled up in bed with music playing, idly scrolling Weibo. In recent years, her father's business had grown, and life at home had changed with it.
She remembered him eyeing a new car, and at the time, he had mentioned the Audi A8 he saw in the news, the one described as the official car for state leaders. She could tell he really liked it, and he had said that once the A8 launched, he would replace the family's old BMW with one.
Time passed without any announcement, and both father and daughter let it slip from mind. Lately, the wall-to-wall promotions from BMW, Mercedes-Benz, and Volkswagen had pushed her father to go take a look at BMW models. If he liked what he saw, he planned to buy.
Waiting around for the Audi A8 with no news felt pointless.
Which was why Paul Xinke's strategy worked. The joint blitz by the six brands made many people miss Audi's launch, except for the die-hard car watchers who followed Audi closely.
Lying in bed, Yaoyao suddenly saw that her idol, Zhining, had updated Weibo. "Huh, Sister Ningning posted. What is it this time?"
Yaoyao was a loyal fan. She went to every concert and watched every movie Zhining released. Even as a woman, she found herself stunned again by Zhining's looks and poise in the new photos. What surprised her more was that the post read like a car promo.
She peered at the images and blurted, "Isn't that Audi's A8?"
"Dad kept saying he wanted this car. Did it already launch?"
"Sister Ningning never takes ads, but she praises Audi. This car must be good."
"No, I have to call Dad right now, or he will head to BMW again."
She hit dial.
"Dad, where are you. Do not go to the BMW 4S store. The Audi A8 you like most has launched."
Her father laughed. "I know. I am at the Audi 4S store right now."
"I happened to pass by on the way to BMW. I walked in and found out the A8 is already out."
"I am signing paperwork now, so I will hang up. ¥2,660,000, a car for state leaders is worth it."
He had noticed the event banner outside the Audi store, realized the A8 had launched, gone in without hesitation, and bought the car he had longed for. He did not consider the standard trim at all. He went straight to the VIP long-wheelbase. It would give more face when driven out.
Cases like Yaoyao's father were common that day.
Buyers who wanted the A8 but did not closely follow car news had simply missed the launch in the first two days. All they saw online were new models and promotions from BMW, Mercedes-Benz, and Volkswagen. Many headed for those 4S stores. On the way, they spotted the big banners at Audi showrooms and only then realized the A8 had also launched.
Others learned the news from Zhining's Weibo, then passed it to family and friends. People who had been planning to buy full-size D-class sedans walked into Audi 4S stores to test drive the official car and feel its luxury for themselves.
Inside Audi showrooms, the VIP long-wheelbase A8, despite being priced at ¥2,660,000 (≈ $380,000), was a favorite. Many buyers quietly thought the same way. They were not afraid of a car being too expensive; they were fearful of it not being expensive enough. A vehicle for state leaders should be priced like one, so there is face when you drive it out.
In the end, Heifeng underestimated the A8's pull. The issue was not Audi's brand power. It was this time that the A8 launch was smothered by BMW, Mercedes-Benz, and Volkswagen's six luxury marques spending whatever it took, so there was barely a ripple online. If not for that, the badge of a state leader's official car is something those rivals cannot match.
Zhining's post raced onto Weibo's hot search. Entertainment headlines piled in, all asking why someone known for refusing endorsements would suddenly hype a car.
"Why does the gentle queen of ballads, Zhining Chen, love Audi so much?"
"Shocking. Has our goddess met her match?"
"What story is hiding behind a single Weibo post?"