FawW Audi A6L is the real opponent of SAIC Audi A7L.
Author: Lu Weijia
First of all, it destroyed the shape of the most beautiful coupe, and then it cost a lot of money to invite young singer and actor Xiao Zhan to endorse it, and the two operations of A7L are as "elusive" as why SAIC and Audi want to marry.
Whether it is from the saturation of FAW Audi's product line or the perfection of its sales network, SAIC Audi, which officially delivers the first batch of new cars in 2022, has the best time to marry.
Especially when the Chinese market has been fully controlled by FAW Audi, the belated SAIC Audi may not be able to win a place even if it takes a different approach to products, and even for most consumers, it is actually a "superfluous" existence.
At the level of celebrity endorsement, in general, in addition to bringing exposure to the brand side, the star also needs to be in line with the culture advocated by the brand side and the target audience group of the product, and the higher the overlap between the fan group of the star and the target consumer of the product, the better. Only in this way can idol stars help brands improve their credibility and achieve win-win cooperation results.
However, although Xiao Zhan, as a popular new generation actor, is considered to be the top level in the dimension of exposure. However, the young idol does not seem to have a strong connection with the SAIC Audi A7L and A7L audience in terms of character image, and it is difficult to form an efficient and absolutely positive publicity effect.
In layman's terms, Xiao Zhan's fan group has two characteristics, one is mostly girls, and the other is mostly post-90s. Based on these two characteristics to extend the discussion, even if we put aside the purchasing power of the post-90s fan group, how many girls will choose an executive-level car on the point of "star-chasing girls" alone? The answer, I'm afraid, is that there is no one in another.
In this regard, we can even see such a comment: because I asked Xiao Zhan to endorse me, I decided not to buy this car.
It is obvious that the cooperation between SAIC Audi A7L and Xiao Zhan is actually debatable, and SAIC Audi's endorsement this time also warns all car companies: if you want to integrate the car circle and the rice circle, you must think twice.
Of course, there are also views that point out that the reason why SAIC Audi can promote a cooperative relationship with Xiao Zhan this time, or because the marketing team members of the brand side are chasing stars with the help of public funds, which is not strange in the marketing circle, and the brand side is actually "innocent" and is in the dark.
But in any case, we may as well put aside the prejudice against celebrity endorsements and discuss a question within the car circle: is the SAIC A7L worth buying?
I don't know if there are still people complaining about SAIC Audi lengthening the most beautiful coupe, but in my personal opinion, the A7 and A7L are not the same type of product, and the existence of the Audi A7L is like the Porsche Panamera extended executive version, and we should understand this type of car as an executive car, not a conventional coupe.
And if you are obsessed with the beautiful back and hips of the A7, then you can continue to choose the original imported version of the A7, A7L and A7 products will not contradict themselves. Therefore, we can understand the A7L as a more individual A6L, and the A6L is the biggest competitor of the A7L.
That is to say, if you want to discuss whether the SAIC Audi A7L value is worth buying, the simplest and most efficient way is to compare the A7L with the A6L in terms of price and configuration dimensions.
Unlike the A6L, the current model version of the A7L is relatively streamlined, and after abandoning the traditional low-end model, the power version is concentrated in the 45 TFSI and 55 TFSI, and the specific price range is 45.97-77.77 million yuan.
As for the 55 TFSI model equipped with a 3.0T engine, we made a more detailed introduction when the new car was booked, and friends who are interested in the 55 TFSI model can review our previous report articles, this time the comparison focuses on the 45 TFSI model that was officially launched a few days ago.
The first is to compare the price of the model, when the A6L removes the 40 TFSI model, its price threshold will be raised to 443,800 yuan, and the gap with the SAIC Audi A7L, which starts at 459,700 yuan, will be reduced to about 16,000 yuan.
When the configuration version comes to the four-wheel drive high-end model, the price threshold of SAIC Audi A7L is only about 30,000 yuan higher than that of A6L, perhaps the overall price range has not reached a 1:1 ratio relationship with A6L, but it will not form a world of difference.
Secondly, in terms of configuration, under the premise that the price difference between the two cars is 10,000-30,000 yuan, the power specifications of the A7L are slightly higher than A6L, and the rest of the functional configuration is equal to the A6L, or it can be said that the configuration layout has its own characteristics, and there is no significant advantage or disadvantage.
It is worth mentioning that in order to open up the gap with the A6L, the A7L is equipped with a higher power 2.0T engine, and also launched the Black Samurai and White Mage Appearance Kit versions, whose tire size will reach the 255/35 R21 level, and the wheel size is 2 inches larger than the A6L.
In addition to the products, SAIC Audi A7L will provide owners with fifteen service rights, including eight free basic maintenance in 4 years, free original paint repair in the first year, unlimited kilometers in the same city, free airport transfer and other services.
On the whole, A7L is blessed with frameless doors, high-specification power and various distinguished services, in fact, its cost performance is not low. However, based on the FAW Audi A6L is currently close to 50,000 yuan of discounts, and considering that saic motor Audi will not "exchange price for volume" in the follow-up, I will still recommend that most people choose Audi A6L, A7L is only suitable for a small number of consumers who do not care about cost performance. Especially for users who pursue individuality but are not willing to sacrifice comfort, the SAIC Audi A7L is actually worth starting.
As for whether the existence of SAIC Audi is redundant, we can only say that based on the fact that SAIC Audi can only provide new car sales services (after-sales service is responsible for FAW Audi), as well as the thin product line and the goal of 40,000 vehicles per year, SAIC Audi will be the icing on the cake in the luxury car market for a long time to come.
However, as long as the products launched by SAIC Audi can form a "qualitative difference" with FAW Audi, then I believe that the existence of SAIC Audi will have a value that cannot be ignored, and I hope that SAIC Audi can get out of the shadow area of FAW Audi and shine.
(Image from the Internet)
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Would you consider the SAIC Audi A7L?
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