The aftermath of the epidemic in 2020 will continue to affect every member of the automotive circle in 2021.
Chip shortage has become a topic that cannot be avoided in the car circle, especially when you are in the terminal market, most of the staff are chatting with you about chips in addition to chatting about the car. Since August this year, we have first visited the terminal market of the Audi brand, how has the harvest been? At that time, the terminal market situation was indeed similar to the news transmitted on the Internet, the discount was reduced, the existing car was reduced, and the purchase of a car had to wait for a long time.
Two months later, in October, we visited Audi dealers again to understand the terminal market; in December, we visited Audi dealers for the third time this year. So, has the impact of chips on this German brand changed now? Let's talk slowly today.
December: There are more existing cars, and the Audi A4L recovery is the most obvious
Since most of the Audi dealers in Beijing have already visited, and the results of each visit are no longer obvious in addition to the difference in vehicle inventory and preferential status between single stores and single stores in August, the difference between multiple stores in October is no longer obvious.
So this time we only visited an Audi dealer, of course, this store is also because of the more frequent visits, there are some internal factors including it is easier to get some data.
For example, in December, the quotas of the three popular audi A6L, Audi Q5L and Audi A4L models in Audi single store have been greatly restored, of which the best recovery is the Audi A4L, according to the store staff, the arrival quota of the Audi A4L has been restored by about 70-80%, and now the quota that can basically reach the store is about 20-30 units.
As for the models that do not have a current car, including the four-wheel drive model of the Audi A4L, the staff in the store said that there is no one at present. In addition, the Audi A3 is also not a current car. Moreover, Audi's imported models include Audi A8, Audi Q7, etc. due to some reasons, there are especially few existing cars, and each model is about 2-3 units, and the imported car source is relatively tight.
The remaining Audi Q5L and Audi A6L quotas have been increased by about 10% and 20%, respectively. If you book a car now, it will take less than a month, and all three cars are the same. The current discount situation of Audi A4L is about 52,000-60,000, and the discount of Audi A6L and Audi Q5L is also above 50,000-60,000.
Asked about the time when the model quota picked up and the preferential policies tended to be normal, the reply given by the store staff was "Also recently restored, probably in early December, the quota of audi A4L began to increase at the beginning of the month." At present, the total number of these three hot models can be sold 80-90 units per month, which is only the case of a single store, and the order for the car has been almost delivered before, and the remaining sporadic orders are only including personalized models that have not yet been delivered.
In this way, the current situation in the Audi terminal market is that the inventory is picking up, of which the Recovery of audi A4L is the largest; the discount also basically returns to the previous level, and the three models are discounted at about 52,000-60,000 yuan. More importantly, some of the three products do not have to wait for the existing car, but the imported model is facing the problem of resource shortage due to certain factors, but it is certain that this is not related to the production capacity problem.
After four months, inventory and discounts have gradually picked up
I remember the first time I visited, in August, when asked about the Audi A4L current car and waiting cycle, a dealer staff in Beijing said that "the Audi A4L currently has 40 and 45 TFSI four-wheel drive cars, but only white, other colors have to be determined." At that time, some stores had already sold the last display car of the Audi A4L.
During the visit in October, the quota of some Audi dealer stores has begun to pick up, and the preferential price is also around 45,000 yuan. By December, the quota of the Audi A4L had basically been mostly restored, and the discount was more than 50,000, but the quota for four-wheel drive models was still as small as before.
Regarding the Audi A6L, I remember an interesting link in August, that is, the quotation at that time could not be taken away or taken to keep photos, because it was afraid that after (September) the price of the vehicle would rise due to chip reasons, and it could not be sold to consumers at the price at that time. At that time, most of the four-wheel drive models of the Audi A6L were in a state of no car, and if the car was ordered, it would have to wait for two months, and the maximum discount at that time could be given to 64,000 yuan. In October, the two dealers of the same Audi A6L model discount can only give up to 45,000 yuan, and the booking cycle is still about two months.
But in December, the inventory of existing cars partially picked up, but because there were no cars to sell in the early market, there were many potential consumers in the early stage, so now the Audi A6L basically came to sell one, so the current car situation depends on the specific situation in the store. The two-wheel drive model booking cycle is shortened to about a month, and the discount can exceed 50,000; what has not changed is that the four-wheel drive model still has no quota to the store, but it can be booked.
As for the Audi Q5L, it is a relatively stable product among the above three audi hot models, according to the words of the store staff, "this car is highly profitable, so its adjustment is not so big." During the visit in October, the discount of the Audi Q5L was about 62,500, and the discount in December remained basically the same, with the highest being about 60,000.
Whether it is quota or preferential strength, the Audi Q5L has not changed much from October to December, because of the lack of imaging chips, the Audi Q5L has reduced the corresponding configuration on the new model to ensure that the production capacity is not greatly affected, so the quota and preferential treatment of the Audi Q5L from October has been restored to a higher level.
summary
A total of four months, we divided into three visits to a number of Audi dealerships in the same city, from the August online rumors of the "discontinuation" storm we witnessed the changes in the terminal market of Audi's hot models, from the very beginning of the Audi A4L did not have inventory to sell exhibition cars, to the current quota recovery of 70%-80%, to the current discount exceeded 50,000. This seems to indicate that Audi has passed the most difficult stage of chip shortage.
Of course, no one dares to make up his mind now, but at present, in the past four months, the trend of Audi's hot-selling models has been slowly recovering to the "normal" level. The Audi Q5L/Audi A6L has changed little from October to December, and the discount of the two products has basically returned to normal levels since October.