The reason why BBA can be in the ranks of first-line luxury brands, mainly because the sales gap between the three of them and the same level of models is not large, such as the Audi A6L, Mercedes-Benz E-Class, and BMW 5 Series in the medium and large sedan market, although most of them are A6L as the leader, but the sales gap between the E-class and 5 series is not large; and the Audi Q5L, Mercedes-Benz GLC, BMW X3 in the medium-sized SUV market, the overall sales between them are not up and down, but this balanced phenomenon, In recent years, cracks have occurred in the medium and large SUV market, mainly because Audi's Q7 still cannot keep up with the pace of Mercedes-Benz GLE and BMW X5 in the case of sharp price reductions.
Unlike the GLE and X5, which have entered the car market as early as 2000, as the Q7 of Audi's first SUV, it only entered the car market in 2006, so the car's historical qualifications are not small compared to GLE and X5, but this has not become a stumbling block on the road to Q7 sales, especially after entering the domestic market, Q7 has become the favorite of the Chinese people with its domineering design and product strength, not only in terms of sales ahead of GLE and X5, but also became a symbol of the identity of many bosses and local tycoons, which was the king model at that time.
However, such a good hand was broken by Audi, and since the launch of the third-generation model in 2016, sales and popularity have declined significantly, even after the launch of the mid-term remodeled model. And after the cash discount of about 100,000 yuan was given on the basis of 688,880-869,800 yuan, it did not save sales and market position, like the cumulative sales in the first quarter of this year, X5 became the leader of the three with more than 12,000 vehicles, GLE followed it with sales of more than 11,000 vehicles, while the cumulative sales of Q7 were less than 4,000 vehicles, and they were in a state of not moving. So, how exactly does Audi turn a good hand into a bad hand?
Since the Q7 ushered in the third generation of models, the appearance and interior of the spit point is the most existent. In terms of appearance, the polygonal large-size silver grille is located in front of the front of the car, the internal mesh is designed by black and silver decorative strips in a criss-cross design, the narrow style of the headlights are located on both sides of the grille, and under the grille can also see the penetrating black lower grille, both ends are also equipped with polygonal black decorative plates, the overall revealed youthfulness has indeed been greatly improved than the previous generation model, but the front face with such a design has lost the domineering spirit that a medium and large SUV should have, compared with the GLE and X5 sold, So that Q7 was also crowned by netizens as "girly".
Coming to the side, the body shape has not changed much compared to the previous generation model, the window frame is still inlaid with slender silver decorative strips, and the body surface layer is also outlined by a number of flat straight lines, like the high waist line from the front of the car to the rear, the wheel hub bag at the front and rear wheel eyebrows, all of which enhance the fluidity and sportiness of the side, but the original bold decorative strips under the door are suddenly meticulously processed, although it adds a young language, but also loses the domineering sense of the old model.
At the rear, the square shape of the headlights for flat treatment, the following is also inlaid with a penetrating silver decorative strip, the line of sight can also be seen in the rear bumper with silver decorative panels of the lower encirclement and exhaust port, plus a number of horizontal through-line lines, increase the sense of hierarchy and visual width of the car, however, such a design to a certain extent to create a flat rear visual effect, the overall older model is indeed young and sporty, but still lose the domineering tough guy soul.
Sitting in the car, follow the straight design of the center console will come into view, the large contour of the three-frame multi-functional steering wheel for refinement treatment, and on the right side of the steering wheel can also see the embedded LCD central control screen, the central control screen around the black bright board, the two through the integrated design, to create a penetrating central control screen visual effect, and at the top of the screen can also see the through-type air conditioning outlet, the screen below can see the LCD air conditioning control panel, the entire car's scientific and technological atmosphere is not weak, but compared to the GLE and X5 owned by the interior, Still lacking the sense of luxury that this level should have.
In fact, the appearance and interior of the Q7 are moving closer to the young people, which may be Audi aware of the young market, but the group that can start with the Q7 level luxury car will not blindly pursue youthfulness, more or pursue its due sense of domineering and luxury, however, the team responsible for the design has not presented the domineering and luxurious sense of the Q7, so that the car lost in the process of competition with GLE and X5. In addition, Audi has lost the aura of "official cars" in recent years, and the market recognition is further weaker than GLE and X5, so there is no selling situation.