We hope to become the "ceiling" of luxury cars produced in China;
We hope that the sales scale of SAIC Audi will exceed 50,000 units in the first year;
Since the Audi A7L began to be delivered, Mr. Jia has released two core signals, namely brand positioning and target sales.
Since the moment SAIC Audi announced the joint venture, many people have been worried about whether SAIC Audi can guarantee global models like FAW Audi, after all, the price of the Audi A7L (45.97-777,700) is indeed the ceiling of domestic cars. With such a question, it quickly got an official reply: SAIC Audi is tailored for users in the Chinese market, while FAW Audi will synchronize the world.
When I saw the "tailor-made", I believe everyone has understood that SAIC Audi has perfectly inherited the gene of SAIC Volkswagen - special supply. As the first domestic high-end model, the Audi A7L undertakes the task of setting a brand benchmark. As the world's largest single market, tailoring a model for Chinese consumers is the usual practice of many car companies, but most of them are reflected in low-end models.
It is undeniable that the Audi A7L has played a good role in the "ceiling", in the existing domestic luxury models, Mercedes-Benz E-Class, BMW 5 Series, Audi A6L are half of their heads, and have not opened a significant gap. These three models occupy the top three of the luxury list all year round, and the most important thing is to take into account both administrative attributes and household attributes.
The Audi A7L cancels the sneakback compared to the imported version, although it looks more sporty and refined, but it lacks a touch of business attributes, which is unacceptable to many people. Based on this, many netizens believe that the Audi A7L can only be regarded as a niche model, and there is no balance between youth and maturity.
In recent years, major car companies are adding young and sporty elements, but as a C-class car, administration and business are still the background colors, while young and sports are just embellishments. The Audi A7L is too young and aggressive, and in this regard, it dissuades most business-oriented consumers.
As a "new brand", SAIC Audi has chosen the marketing model of new energy, canceled the traditional 4S store model, and the manufacturer directly operated it, further narrowing the distance with consumers. Although there are fewer middlemen, it also means that there is almost no room for price reduction. We are already accustomed to the large terminal offers that FAW Audi has often received for many months, and SAIC Audi has suddenly broken this habit, which is difficult for Chinese consumers who are accustomed to bargaining.
SAIC Audi entered the game with A7L, which did establish the status of a luxury ceiling, but in the market performance, Henan shook the status of the traditional three giants, especially in terms of sales, Audi A6L, Mercedes-Benz E-class, BMW 5 Series still occupy the head position.
So the Audi A7L is not so much a benchmark as a vase. So what will it take to achieve the sales target of 50,000 vehicles, is it the upcoming Audi Q5 E-tron, or the pending Audi Q6?
Audi Q5 E-tron pre-priced 400,000-520,000 yuan, pure electric mileage of 520-560 km. The domestic new energy market has basically become a foregone conclusion, BYD, Tesla as the standard-bearer, Weilai, ideal, Xiaopeng has become a foregone conclusion, in the new energy track, the trend of domestic brands overtaking is becoming more and more obvious. Not to mention how many consumers will be attracted by the pricing of audi Q5 E-tron, referring to the Mercedes-Benz EQC and BMW iX3 in the same class, sales are at the low end, and it is impossible to shake the independent brand in terms of sales.
The layout of new energy, whether it is the trend of the times or the policy, Audi Q5 E-tron will not have too much sales performance.
Another model may be a fuel version of the SUV - Audi Q6, the body size is similar to the Tuon, based on the MQB Evo, there is no more vehicle information at present.
Through the analysis, it can be seen that SAIC Audi to complete the sales target of 50,000 vehicles in 2022, it is likely to rely on these three models, Audi Q5 E-tron will be listed in February, even if it is listed as scheduled, it will not be a sales responsibility. The Audi Q6 may be available in the second half of the year, and the sales contribution will not be too large.
Then the only sales contribution can only rely on the Audi A7L, and it can only be the 2.0T version, and the 3.0T version is more of a publicity campaign. The most discussed about the 2.0T version is the price reduction and discount, at present, SAIC Audi official has not reduced the price, and the contradiction between the two sides is obvious.
Small suggestion: After paying the deposit, a prospective owner fails to pass the loan review, and the owner either buys the car in full or the deposit of 27,000 yuan is not refunded, and it is recommended that SAIC Audi officials further optimize the APP and contract terms. Since we have chosen the direct operation model, we must put ourselves in the shoes of consumers. There is also the lack of humanization of customer service on the APP, and it is seriously suspected that it is a robot. In terms of humanized services, SAIC Audi still has not been able to get rid of the shortcomings of the traditional sales model.
Conclusion: SAIC Audi on the one hand to establish a brand ceiling, on the other hand, but also to have good sales, for such a luxury brand new force, a little difficult. Again, the Audi A7L cannot shake the market position of Mercedes-Benz E-Class, BMW 5 Series, and Audi A6L, unless there is a large terminal discount, but this goes against Jia Zong's original intention. The Audi Q5 E-tron is destined to be the edge of the market, and the Audi Q6 is still holding the pipa half-covered, and there are too many uncertainties. In order to achieve the goal of 4,000 vehicles per month and 50,000 vehicles per year, the Audi A7L must reduce the price and show obvious cost performance in order to gain the favor of the market.