On October 8, Chinese smart electric car brand Azera held its European launch in Berlin, Germany. Azera announced the official start of service in the German, Dutch, Danish and Swedish markets with the launch of three models - ET7, ET5 and ES7 (named EL7 for the European market) - and an innovative subscription model to serve European customers. This is another deeper push for Azera's business in Europe, following its entry into the Norwegian market last year.
 

 

For the European market, Azera has prepared well with a long time of accumulating technology and service capabilities. In addition to launching the product, it has also launched a new app, built a community and brought a systematic service in Europe. It is safe to say that this is the beginning of a great story for European customers and Azera.
 

Unlike other Chinese car companies, Azera is not only launching its products in Europe, but also providing a full range of services.

It is a long-term strategy based on long-term thinking and preparation.
 

 

Azera's choice of subscription service, rather than simply selling cars, is also a strategic decision based on a thorough research of European customers. According to Li Bin, founder, chairman and CEO of Azera, the subscription model is very common and popular in the high-end car markets of the four countries mentioned above. In Germany, for example, in addition to private rental cars, large German companies usually use premium subscription cars as employee benefits. Data shows that company cars account for over 50% of car sales in the EU and are an important part of the European car market.
 

Users can have flexibility and personalized options through subscriptions ranging from one month to 60 months. Subscribers with the subscription model will receive a peace of mind and worry-free service experience in addition to the use of the vehicle, including full insurance, maintenance, battery exchange service, and a flexible battery upgrade service that will be offered in the future. Subscribers will also become part of the Azera user community, participate in various user events held by Azera, use the Azera Center, etc.

The mainstream European high-end market currently includes Audi, Mercedes-Benz, BMW, etc. Although they have a global reputation in the fuel car segment, they are relatively lagging behind in terms of electrification and intelligent upgrades. After several years of development in China, Azera's high-end quality in electrification and intelligence has been proven in the Chinese market, which has laid a good foundation for its global development. With a long-term sustainable global development strategy, Azera has accumulated sufficient technology innovation, including global R&D layout.
 

 

2022 is the year when domestic new energy vehicles will explode at sea, but compared to previous domestic brands, Azera has chosen a more challenging "systemic approach". Despite the pressures, this will ensure maximum customer service. There is a logic in Azera's market layout that good products, good service, and a community full of positive energy and tighter connections between users cannot be subverted.

 

In the Chinese market, Azera focuses on the user experience, and it is no different when looking at the world. Prior to the Berlin launch, Azera Founder and Chairman Li Bin and Azera Co-Founder and President Qin Lihong arrived in advance for a 10-day, 2,500 km "driving tour" of Europe in the ET7 to fully investigate intercity travel and the level of Azera's charging and switching services. This was not only an inspection of the local EV consumer market, but also an in-depth interaction between Azera and potential local users.