The news that the BMW X5 is about to be domestic is a good thing for us, but it is very fatal for the Audi Q7.
Many people may say that this statement is too radical and exaggerated, but if we think about the market performance of the BBA's high-end SUVs in recent years, the BMW X5 has always been above the Mercedes-Benz GLE and Audi Q7.
From January to November 2021, bmw X5 cumulative sales of 46,163 units, Mercedes-Benz GLE cumulative sales of 43,781 units, Audi Q7 cumulative sales of 15,407 units.
To know that the price of the terminal BMW X5 has been very strong, parallel imports and Standard 4S stores almost maintain zero preferential market, and Audi Q7 is not, of which the parallel import end of the 2.0T model has fallen to the price of about 550,000 yuan, because of the lack of relevant warranty and other policies in the later period, so the price is better than the Standard 4S store, and the profit margin of the Standard 4S store is about 12%-14%, that is to say, a 700,000 Audi Q7, the naked car transaction price is between 600,000 yuan.
The same level, lower price, Audi Q7 has not been able to break through decent results, the root of which lies in the difference in brand culture and the Audi brand deviates from the fundamental operation strategy of luxury cars.
Buy hundreds of thousands or even millions of models of consumer groups, in the selection of vehicles in the angle or starting point and salary level consumer groups are completely different, can unite the line of sight to produce attraction is not the strength gap of the product itself, but the difference in brand culture, which is no matter how strong the product force can not give additional attributes, in this tone, obviously Audi is far inferior to Mercedes-Benz and BMW.
The two can easily support the million-level product force, and Audi will appear to be more than enough and insufficient even when it supports six or seven hundred thousand models, so it is also a medium and large SUV priced at hundreds of thousands of dollars, and the Audi Q7 cannot sell X5 and GLE.
Not to mention that this generation of Audi Q7 in the product design is still unable to interpret the deterrent power of the flagship model, it does not have the X5 domineering aura, nor the GLE distinguished sense of luxury, the naked eye gets the feedback is that the Audi Q7 is indeed a luxury car, but luxury is not like a flagship model, so the short board in the product is also the fundamental reason why the Audi Q7 can not compete with the two.
Fighting for price is the fundamental reason why Audi Q7 is able to navigate the market.
Many consumers say that when the budget is not enough to buy X5 and GLE, and at the same time they are not willing to be low-level models, they often choose audi Q7.
In fact, when you have a budget of five or six hundred thousand, you will find that this is a very embarrassing budget range, up to reach Mercedes-Benz BMW, down can only choose Volvo, Lincoln and other second-tier brands, compared to Audi is a member of the BBA, at least it is still a first-line luxury brand, it can still meet the consumer demand in the market segment, so low price, is the core factor of Audi Q7 can beat sales.
However, the last glimmer of survival hope of the Audi Q7 will also be squeezed dry by the BMW X5, which is about to land the domestic BMW X5.
In terms of price, the price of imported X5 is 699,900 on sale, according to the price change of the localization of imported models in the past, we can speculate that the price of BMW X5 after domestic production is expected to be sold within 600,000, which also means that the Chinese version of Audi Q7 has almost the same price, so on this basis, Audi Q7 can compete with X5 after there is no price advantage.
The most important thing is that the DOMESTICALLY PRODUCED BMW X5 will have the comprehensive strength to comprehensively raise the line.
For example, the body and wheelbase have been lengthened, the size has reached 5060/2004/1779-3105mm, and the individual parameters are more impressive than the Audi Q7, which further narrows the product tone with the Audi Q7, the driving experience and control attributes pursued by the imported X5 in the past, and the domestic X5 is biased towards luxury and ride comfort, coinciding with the product orientation of the Audi Q7.
At the same time, it is reported that the domestic X5 will also comprehensively enrich the intelligent technology devices, introduce the technology configuration that meets the tastes of Chinese consumer groups, and make it more suitable for the use habits of Chinese consumer groups, in fact, this can be seen from the 3 series, 5 series and X3, which has more powerful intelligence than the same level of Audi products, and I believe that the X5 after domestic production will also remain so.
In addition, in the most important design, the domestic X5 maintains the design tone of the current imported X5, with a more luxurious interior and the appearance of the aura, which are the core factors that force it to suppress the Audi Q7, so in the future after the domestic BMW X5 is listed, the price is lowered to the standard of Audi Q7, and it also has a stronger brand backing and more inclined to the product attributes that Are used by Chinese consumer groups, so it will also pose a fatal threat to the Audi Q7, making the Already unhappy Audi Q7 worse.