Audi A6L probably did not expect in this life, there is a bad news at the beginning of 2022, Audi A7L brought a total of four models with a 45TFSI version, and the price was announced, ranging from 45.97-51.97 million.
The pre-sale also gave preferential policies such as 4 years/8 free basic maintenance of some models, which invisibly reduced the cost of the car and increased the strength of SAIC Audi A7L comprehensive products again.
Referring to the starting price of 599,700 for the 55TFSI model, compared with the price of the imported model for 585,800, the price of the 45TFSI for 459,700 can really see the sincerity of SAIC Audi. According to the starting price of the 55TFSI model, in fact, there is speculation that the price of the A7L is likely to fall below 500,000. But when the price of 459,700 was announced, it still surprised many people.
But the A7L sold for less than 460,000, which is actually not surprising.
After all, the imported models on sale, the price of the entry-level version has dropped to more than 580,000, and the advantage of the cost of domestic rear cars will inevitably greatly reduce the price, so the A7L of 450,000 is a surprise, but it is also expected.
However, it is clear that for the FAW Audi A6L, this is not good news. The most worrying thing has happened, as long as the A7L is sold for 459,700, which is no less than a dimensionality reduction blow for the A6L.
Some people say that it has nothing to do with A6L, SAIC Audi or FAW Audi, are all family, the arrival of A7L will only improve the brand architecture layout, improve the product system, play a good combination of fists, and seize more market share.
But in fact, it is likely that in the end, A6L will find that A7L will grab its own people's jobs.
Some say that the label of the A7L suit thug, the positioning of the coupe model, and the sneakback body design, these elements are superimposed, it is aimed at the sports segment where models such as the Palamera are located, and the more business-focused 56E has no direct conflict.
In fact, slightly higher than the Positioning of mercedes-Benz E-Class, BMW 5 Series and Audi A6L, under the premise of a price of 459,700, it has become its biggest advantage. In the end, another situation is likely to emerge: the E-Class escaped the disaster due to design and positioning reasons, and the A7 seized part of the market belonging to the BMW 5 Series and audi A6L.
Because the threshold of today's Audi A6L is not low. 419,800 sold, the top matching energy up to 656,000 yuan, from the owner's actual transaction price, the terminal is not as high as before, in the lack of core and the end of the year car buying boom and other factors under the influence, 2021 models of discount less than 40,000, and 2022 models of new cars on the market soon, the price is even stronger.
So in the face of the 419,800 Audi A6L and the 459,700 Audi A7L, the difference of less than 40,000, for the potential audience of this price range, how many people will resist the temptation of the A7L?
After all, to this price point of the car, in the configuration level basically there is not much gap, a little comparison will find that the A7L positioning is higher, the size is larger, the space design is more outstanding, and A6L, BMW 5 series, the biggest difference lies in the product positioning.
With highly overlapping price ranges and a near-consistent powertrain, the A7L is like a sporting version of the A6L, if you prefer, you can use it as an Audi A6 XL or an Audi A6L SPORT version. Once the budget reaches around 450,000, potential audiences are likely to be attracted to A7L, which is more distinctive and more targeted. Only some users with business needs will unswervingly choose A6L.
Distinguished by user portraits, the A6L is mature and stable, and the A7L has a restless heart under the suit. But obviously because of the sports attribute blessing, the A7L's audience is more extensive than A6L, A6L needs a certain age and experience to support the business atmosphere, and A7L from 20 to 40 years old can be compatible, broad point of view, A7L wins.
There are several reasons why A7 did not sell well before, one is the import of the whole series, the model is niche, more attention to sports, no longer space is not good enough, practicality is not high, the car scene has limitations, and the high price makes its audience more restrictive. But obviously these are no longer the shackles and restraints of A7L, but rather its plus.
Anyway, the final result, whether it is said that A7L fell, or A6L missteps, there is only one result, and sales determine everything. A6L partial business image, or can ensure its stable audience, but A7L is menacing, came to grab sales to go, as for what to eat ugly or not, those are the afterword, the arrival of A7L shows that at least SAIC Audi on its own positioning and market control in place, chose a good breakthrough point.