Saic Motor Audi A7L launched a 55TFSI model equipped with a 3.0T engine last year, but because the starting price is too high, many consumers prefer to add more budget to choose the A8L with a higher level, making the A7L in an embarrassing position and sales are very unsatisfactory. Recently, SAIC Audi brought a 45TFSI model equipped with a 2.0T engine to the A7L, and the starting price also fell to 459,700 yuan, compared with the 55TFSI model, the purchase threshold has been significantly reduced, and competitors have changed from the previous A8L to A6L. So in the case of a small price difference, how should these two cars be chosen?
First of all, look at the gap in appearance, Audi A6L believes that everyone is more familiar, after all, the road can often be seen, this generation of A6L provides two sets of appearance components, respectively corresponding to the elegant type and dynamic type, can better meet the different aesthetic needs of consumers today.
The front face of the Audi A7L is most synchronized with overseas imported models to the greatest extent, but the front grille style has been localized and adopted the same design as the latest Audi A8L, and the horizontal and vertical chrome plated looks quite delicate, and is also distinguished from the 55TFSI model. The headlights on both sides are sharp in shape, and the daytime running lights are very recognizable. The side lines tended to be smooth, the bezel-less doors and large slipback design were eliminated, and the coupe body became a traditional sedan with these changes. This is also where the domestic version is controversial, of course, there is definitely a reason for the manufacturer to make such a drastic change. The rear through taillights have a strong sense of integration, while the raised ducktail design also adds some sporty atmosphere.
The interior can be said to be exactly the same, all using the latest virtual cockpit of the Audi family, the three screens have a very good sense of technology, the workmanship and materials belong to the level of this level, and the positions touched at hand are covered with soft materials.
In terms of size, the Audi A6L is 5038 * 1886 * 1475mm in length, width and height, and the wheelbase is 3024mm; the Audi A7L is 5076 * 1908 * 1429mm, the wheelbase is 3026mm, and the three circumferences of the two cars basically belong to Bozhong.
The price of the Audi A7L has slipped to less than 460,000, which is definitely a change in sales, after all, looking at the monthly luxury medium and large car sales list, the sales of models in the price range of 400,000-500,000 are in an absolutely advantageous position. D-class cars like A8L, 7 Series, S Class, etc. are relatively niche choices.
Audi A7L lowered, for the A6L may not be a good news, after all, the starting price of the two cars is about 50,000 yuan apart.
Some people may say that the Audi A6L can not only look at the guide price, but also combine the terminal discount to compare. It is true that Audi has always had good terminal discounts, but the situation seems to have changed at the beginning of this year, due to the shortage of global automotive chip supply, production capacity is no longer as abundant as in the past, the previous discount of more than 60,000 has been compressed to less than 30,000, if the price is similar, there may be more people to choose A7L.
In addition, in terms of positioning, audi A7 has long been regarded as a competitor with Mercedes-Benz CLS and BMW 6 series, which is higher than the BBA's "56E" in terms of seniority. Nowadays, after the domestic extension of A7L, it has also transformed from a sports attribute to a business attribute, and with the blessing of 459,700 yuan, it has made A7L form a visual sense similar to "dimensionality reduction strike".
From the perspective of user positioning, in the case of small price differences, the number of people who choose A7L may be more. Because the appearance of A7L is stable and has some sports atmosphere, and A6L is a complete business attribute, now the consumer market is getting younger and younger, and the post-90s have become the main sales force, this part of the population emphasizes personality and differentiation, which is what A6L cannot satisfy.
summary
On the whole, the emergence of A7L is undoubtedly to make their own Audi A6L feel pressure, almost under the premise of the price but has a higher level of positioning, anyone will be moved, this is also SAIC Audi's competitive strategy in the market, specific people buy it? It will also take time to verify.