Buying a luxury brand mid-size car is already the "beginner" standard for high quality of life.
This kind of consumer who chooses luxury brands, there should be a few around you and me, ask why they chose this car? The answer is basically unified: "At this level and price, there is really no good choice." Indeed, looking at China and even the global market, the first-line luxury brands are still Mercedes-Benz, BMW and Audi.
But when you really want to choose one of them, you will definitely hesitate about what to buy.
Buy a luxury car, but also have to talk about cost performance?
Recently, A potential luxury brand owner next to me talked to me about buying a car, Xiaolong is 31 this year, thinking about changing his car. Although he has a girlfriend, Xiaolong has not yet chosen to get married, but has been busy with his career, opening his own hotel in Hubei and Hunan provinces, and running a café in Beijing. Therefore, his time is relatively free, and his funds are relatively abundant.
Xiaolong's car purchase options are actually not much, because he only wants to choose luxury brands, and the first-line camp of luxury brands is only Mercedes-Benz, BMW and Audi. This also saves us a lot of time in choosing brands and models, directly positioning the Mercedes-Benz C-Class, BMW 3 Series and Audi A4L.
With a budget that can be taken, Xiaolong wants to take down a mid-size car of a luxury brand within 400,000. Hearing this, I was more curious to ask him, are you driving this car to talk about business or what? His answer was "Of course it's better for yourself to improve your life, really talk about business who drives his own car out".
Then I asked what I needed for space, power, or what aspects of the car? He only needs one point, and that is value for money. So, in the end, did he choose the Audi A4L related to the cost performance? Let's move on.
Needless to say, the discount of 60,000+ is really tempting
On an appointment, on a Saturday afternoon in January, I went to the Audi 4S store with Xiaolong. After a simple registration information, I found the staff to understand the preferential situation of the current model, and the configuration that Xiaolong was optimistic about before coming was the 40 TFSI luxury dynamic type, priced at 343,800 yuan.
After understanding, the discount in the store is basically maintained at 62,000 yuan in cash, if it can be replaced, the replacement subsidy is 1% of the car price, and the additional installment can also be reduced by 3,000 yuan. Insurance 8500 yuan, 1000 yuan on the card, the purchase tax is about 24,000 yuan, and the price of landing is about 323,800 yuan.
The price was just right and in line with Xiaolong's budget for buying a car. After the in-car experience made Xiaolong satisfied, after all, it is a luxury brand, and the workmanship and design are certainly not bad. There is not much experience in the car, the only point of complaint is why the Audi A4L is still not used on the three large screens, and the dragon is still satisfied in other aspects. After that, it was to let the staff arrange a test drive for him, Xiaolong did not choose a high-power engine model, but chose a low-power test drive of 40 TFSI, with a maximum power of 140 kW and a maximum torque of 320 Nm, saying that this data level is indeed enough in the city road.
At the end of the test drive, as I wanted to get out of the car, I began to express my recognition of the driving level of the car, although there was no quattro four-wheel drive system, but this did not affect the driving experience of the car in the slightest. The low-power engine performed decently, and the 7-speed dual-clutch transmission shift was less noticeable.
Later, there was a look at the optional situation, most of the configuration of assisted driving needs to be obtained through optional, such as parallel assist, lane departure warning, lane keeping assist, full speed adaptive cruise and other configurations, Xiaolong chose the price after the selection is almost close to 370,000 yuan, still did not exceed his car purchase budget, fine.
After xiaolong was not busy paying the deposit, the reason I told me was that anyway, I had to choose a bunch of configurations to wait for the car, but it was better to go to Mercedes-Benz and BMW stores to see how the other two were, if you were not satisfied, you could also come back to order, anyway, there is no hurry to use the car. Although I went to the Mercedes-Benz and BMW stores, I finally returned to the Audi store and placed an order for the Audi A4L.
Why didn't you choose BMW and Mercedes-Benz? Let's talk.
Sure enough, the strength of the offer affects the decision
After Xiaolong determined that he could get a low-power engine + optional Audi A4L within 400,000, he began to compare and experience the Price of Mercedes-Benz C-Class and BMW 3 Series. Go to the Mercedes-Benz store first, the Mercedes-Benz C-class at that time did not have much of a discount, after all, it was a replacement model that had just been listed.
After a simple understanding, there is only a cash discount of 30,000 yuan, and the Price of the Mercedes-Benz C 260 L Sport Edition on Xiaolong is 351,200, and the landing price may be around 360,000, which is slightly more expensive than the Audi A4L. After that, Xiaolong did have a little heart for the Mercedes-Benz C-Class, but after the test drive, he still felt that something was wrong.
Although the Mercedes-Benz C 260 L uses a high-power 1.5T engine, with a maximum power of 150 kW and a maximum torque of 300 Nm, the feeling of the Xiaolong after driving is still not as comfortable as the 2.0T engine on the Audi A4L. After that, combined with the reasons for the discount, Xiaolong's interest in this Mercedes-Benz C-class has become lower, and if the discount is 40,000 after a while, it may be considered, and now it is still calculated.
But to put it bluntly, Mercedes-Benz C-Class is indeed quite strong in front of the product strength, but Xiaolong feels that 1.5T is not as comfortable as 2.0T (personal opinion) and the discount is indeed not as attractive as Audi, and there is no other problem.
As for the BMW 3 series, why not choose? That may be because of the configuration problem, Xiaolong's budget can only support him to buy the BMW 3 Series 325Li M Sport Night Edition, priced at 358,900 yuan. Under the premise that the preferential margin is not as large as the Audi A4L, the price will naturally be higher, but the configuration such as lane departure warning, lane keeping function, 360-degree panoramic image is not equipped, and there is no way to choose. But in other configurations, there are indeed better performances than the Audi A4L.
But then again, under the premise that the Audi A4L is not discounted by more than 60,000, it is impossible to land at a price of 330,000, and it is impossible to think about the optional auxiliary driving configuration. Therefore, when Audi does not discount or choose BMW is more appropriate, but when Audi discounts 60,000+, the rich money selection configuration is also very good. After that, it was Xiaolong who went to the Audi store alone to complete the booking procedures.
summary
Three luxury brands buy who does not buy who, is already a clichéd topic, a bit tired of talking. If your budget is tight, you can't be wrong to choose Audi if you want to get a more cost-effective product in a lower budget, but you want added value at the brand level to choose Mercedes-Benz. Or, if you want to give your car the label of "driver", it is not bad to support BMW wave.
In addition to the product, Xiaolong neither pursues added value at the brand level nor loves driving so much, so he chose a product that he thinks is the most cost-effective.
Pay attention to the problem of a wave of retention rate, Audi A4L 2020 model, the landing price of new cars is about 368,800 yuan, and the price of used cars after driving 90,000 kilometers is about 216,000 yuan. BMW 3 Series 2020, the landing price of the new car is about 351,600 yuan, and the price of the used car after driving 35,000 kilometers is about 315,000 yuan.