Analyzing the pricing and configuration of the Audi A7L, if I use one sentence to describe it, then I think it is most appropriate to leave the A6L with nowhere to go.
The newly released Audi A7L pricing is very rational, the entry-level model is priced at 459,700, the starting price is higher than the A6L, BMW 5 Series, although the starting price is higher, but SAIC Audi's strategy is basically to "cut the minimum model", it just does not sell a lower configuration of the entry version.
That is to say, several models with the same price range do not have much difference in configuration.
The BMW 5 Series with a guidance price of 468,900 is about 10,000 more expensive than the Audi A7L with a guidance price of 459,700, but it is worth mentioning that the performance of the two models is not much different.
Simple analysis of product forces.
The Audi A7L is slightly more compact in size than the BMW 5 Series, and the same 2.0T engine has little difference in horsepower, except that the BMW 5 Series is equipped with an 8AT gearbox, while the A7L is a dual-clutch transmission of the Volkswagen family.
In addition, the Audi A7L is better than the BMW 5 Series in terms of headlight configuration, while the BMW 5 Series is superior in reversing mirrors, sound system and seats.
In a simple word, the configuration of the two models can basically be equalized, and it is worth noting that the Price of the Audi A7L is slightly lower than that of the 5 Series by about 10,000.
Originally Audi A6L to deal with the 5 series is a bit of a rush, the original pricing is slightly lower than the 5 series, the terminal also has to give a certain amount of discount to attract consumers, this time another Audi A7L, the future 500,000 BBA dispute, Audi A6L will have to rank fourth.
The emergence of two models in a luxury brand will put a lot of pressure on the Audi A6L.
Audi A6L has been pressed by BMW and Mercedes-Benz after the replacement, on the one hand, the reason is that the positioning of administrative cars has changed, A6L wants to play sports, once consumers expressed disapproval, and the memory of young consumers is the positioning of official cars, playing sports that is A5 and A7 things, or directly next door BMW 5 Series.
So for a long time, the price of the Audi A6L was within 400,000, and more than 400,000 models had to be quattro and high-power versions.
The appearance of the Audi A7L fills the Audi A6L in the face of more than 400,000 markets is difficult to cope with the competitiveness of the 5 Series, it is obviously more advanced, while more youthful, sportier, the most important thing is that as a new model, Audi A7L can have a very stable product pricing.
SAIC Audi said that the price of the Audi A7L will be very uniform, and there will be no diving in the price.
This means that if the Audi A6L insists on its own price, it will be very weak in the competition for sales, and we will obviously be more attractive than the A6L and A7L models, which have a small price gap.
One is that the Audi A7L uses a 2.0T engine with more horsepower, which is obviously stronger, and the configuration is also on par with the Audi A6L, and the most important thing is that although the slipback design is lost, the A7L is still a new product with a sporty positioning, a younger design, and a frameless door.
This will bring a new concept to the market, and it turns out that the perennial terminal discount of audi a6L has encountered greater resistance after the debut of the Audi A7L: its version of more than 450,000 is really more difficult to sell.