"We hope to become the ceiling for luxury cars produced in China."
At the recent saic oil audi A7L delivery ceremony, Jia Mingdi, general manager of SAIC Audi's marketing business, placed so much hope. But Jia Mingdi seems to have forgotten that when saic auto Audi A7L just announced the pre-sale price of 459.77-777,700 yuan, some netizens complained that "it has indeed achieved the domestic price ceiling of luxury cars." ”
It is also true that although so far, SAIC Audi has only launched five models of the Audi A7L 45TFSI, but its price has reached 459,700-51.97 million yuan, compared with the price of the Audi A6L 41.98-65.60 million yuan, its low-end model is 39,900 more expensive than the Audi A6L. Don't think that luxury car consumers will not take this nearly 40,000 yuan seriously, you know, as Chinese consumers' awareness of luxury cars becomes more deep, this price difference can completely affect consumer choices.
Isn't the A7L really a replica of the A6L? This issue needs to be clarified first.
In fact, as early as the time when SAIC Audi released the A7L, some consumers have noticed that this car is almost all the same except for the body size that is a little larger than the A6L. It is understood that the body size of audi A6L is: 5038, 1886, 1475mm long, wide and high, the wheelbase is 3024mm, while the SAIC Audi A7L size is: 5076, 1908, 1429mm length and width, the wheelbase is 3026mm, the overall size is larger than the A6L.
Will consumers really buy this size that is only a little larger for 40,000 yuan? Not necessarily. Some people may say that the A7L has a frameless door and a large slipback design, which is very sporty and in line with the aesthetics of young people. But is that true? In recent years, many brands have attached great importance to product design, especially paying special attention to youthful and sporty design, and some products have indeed gained a short sales increase, but with the expansion of product coverage, product design is no longer the focus of consumer attention. To put it bluntly, it is still a little - design can only gain the recognition of the first glance, and what really impresses consumers is the effect of product use.
From this point of view, the Audi A7L may get a certain amount of sales at the beginning of the market, but the promotion of time will definitely make many people give up and choose other more cost-effective products, after all, there are too many options in the luxury car market now.
Perhaps, SAIC Audi is very disgusted with comparing A7L with A6L, because it will give everyone the impression that A7L is an A6L shell car, but this car is very similar to the Audi A6L from the current point of view, in this situation, the price of Audi A7L may not be able to hold, once the 2.0T price collapses, the 3.0T flagship car image will not be able to stand, and the Audi A7L may also embark on the embarrassing road.
On the other hand, Jia Mingdi believes that "SAIC Audi hopes to continue to build and consolidate its brand image and positioning." If you want to achieve this goal, product coverage is definitely the first step, for this reason, Jia Mingdi also indicated that SAIC Audi will launch three products in 2022, in addition to the Audi A7L, there is also the Q5 e-tron (pre-sale 40-52 million yuan) unveiled at the Guangzhou Auto Show, and the full-size large SUV fuel car Audi Q6 launched in the second half of the year. In these product matrices, the A7L that is the first to be listed will be the key to brand image shaping.
But what is obvious is that Jia Mingdi misestimated consumers' expectations for SAIC Audi.
At the beginning, when FAW, SAIC and Audi took turns to negotiate for the establishment of SAIC Audi, the most feedback from consumers was to support SAIC Audi, so that FAW Audi had competitors and the price of Audi would come down.
That is to say, consumers' expectations for SAIC Audi are to let Audi reduce prices, rather than Higher prices for Audi new products.
Now, SAIC Audi's first car A7L appears in the form of an inflated price, and the future product is estimated to not come down, which is equivalent to breaking the illusion of consumers and ignoring SAIC Audi's follow-up products.
It is worth mentioning that Jia Mingdi also claimed that in the audi A7L order, 30% of the customers are less than 30 years old, and the proportion of customers under 40 years old is 73%. We don't care how much truth there is in such data, but from the comments of netizens, the post-90s, that is, the group under 30 years old is obviously not the main consumer group of Audi A7L, and the post-80s, that is, the group under 40 years old, cannot reach such a huge proportion.
Therefore, Jia Mingdi's label of personalizing and youthfulness into SAIC Audi itself is not wrong, but its biggest mistake may be that there is no deep thinking about the changes in the Chinese market. China's automobile consumer market is not false in upgrading, but the premise of consumption upgrading is the simultaneous improvement of consumer purchasing power, as well as the match between automobile brands and consumer groups.
At present, only from the perspective of SAIC Audi's actions, it and FAW Audi do not show particularly obvious differences. On the one hand, SAIC Audi wants to establish a brand ceiling, on the other hand, it must have good sales to establish a brand image, which is a bit difficult for such a new luxury brand force. 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 Mingdi's original intention.
For any new car brand at the helm, the product can be sold, the market can be recognized, is the ultimate goal of this person, when the saic oil Audi user group image has not been portrayed, SAIC Audi and Jia Mingdi may have more time to withstand the pressure of all parties.
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