Friends who have recently visited Audi stores should have the same feeling - Audi's discounts seem to be back.
The last time Audi dealers visited, it was mid-December 2021, when the general situation was that the Audi A4L inventory level gradually recovered, the Audi Q5L preferential price basically returned to normal levels, and the Audi A6L maximum discount was 45,000. Since December last year, the market situation in the Audi terminal market has basically stabilized, and the inventory + discount of existing cars is close to the normal level for consumers.
Fast forward to January this year, Audi's terminal market has undergone some changes, but not much.
Imported vehicles are in short supply, and the Audi Q7 discount is halved
Before talking about mainstream hot products, let's talk about the Audi Q7, Audi A8, Audi A3 and Audi A5.
Audi Q7 and Audi A8 are still the same as at the end of last year, the inventory is not much, and the dealer stores visited this time are the largest stores in Beijing, usually the monthly sales of the above two imported models are basically maintained at more than 10 units each, but in the past 2-3 months, with the shortage of imported models (not only caused by production capacity), the monthly sales of each model are basically maintained within 5 units, and the inventory of existing cars adds up to only 3 units.
The discount of Audi Q7 has been maintained for nearly 4 months from more than 60,000 yuan before to 35,000 yuan now; the discount of Audi A8 has been stable between 110,000 and 120,000. Regarding the Audi A5, the clerk told me that "there are not many people buying this car, basically come to sell one, there is no inventory, the cars parked outside are basically ordered by customers, and the recent cars are also less."
The above, mainly audi import car business terminal market situation, according to the clerk's reaction, may be because the recent port inspection has become more stringent, so the import car to the port after a long period of time to arrive at the store, the entire cycle is extended (the specific time is not easy to estimate), so the result of the current car become less, because the Audi Q7 inventory is not much, so the discount has recently begun to become less, on the contrary, the Audi A8 preferential strength has remained stable.
Followed by the domestic Audi A3 model, in the December visit, Audi A3 model does not have a current car and the cycle of waiting for the car is also more than 1 and a half months, in the process of this visit to get the information is Audi A3 currently a small number of existing cars, about a single store inventory of about 3-4 units, and the discount is close to 30,000 yuan. However, the staff in the store gave a suggestion, if there is no special demand for the model, the existing inventory can meet the standard of the car, if the price is right, you can sell.
The reason why the clerk said this is not to sell me the only remaining Audi A3. But because all the existing inventory vehicles in the store will be the last batch of inventory that can be obtained years ago (excluding some sporadic cars in transit), if there are batches of new cars arriving at the store, it is expected to be after the Spring Festival. According to the store reaction, because the current flow of customers to the store is very small, the average number of 5-6 groups of passengers in the store every day, and the single-month transaction volume is directly halved to less than 200 units in a single month (normal level of 300 units +), so before the Spring Festival, do not prepare to press too much inventory, try to digest the existing inventory, and may also hold some "live car selling" activities like the Spring Festival in previous years after the epidemic.
The current situation of hot-selling products has not changed much from the previous month
Next is the hot products that consumers care about, including Audi A4L, Audi Q5L and Audi A6L, which are the main components of single-store sales, of which Audi Q5L sales account for about 50% of single-store sales. The offers, inventory and waiting cycle for existing cars are not large compared to December.
In mid-January, the visit was informed:
1。 Audi A4L, sufficient inventory between about 30-40 units, preferential strength of 62,000 yuan cash discount, a monthly quota of more than 20 units;
2. Audi Q5L, the total inventory is more than 30 units, the monthly quota is more than 40 units, the current discount is about 70,000-80,000 yuan, more than 20 orders are not digested at present, and there are about 10 units of inventory after digestion;
3. Audi A6L, the total inventory is now 3 units, the latest month quota is between 10-20 units, the production capacity seems to be unable to supply, now the discount of 60,000 yuan, if you book a car in about a month and a half can arrive.
Among the three hot-selling products, the clerk said that the inventory of audi A4L can be described as sufficient, which is larger than the inventory in December, and the production capacity seems to have improved greatly, which is the most stocked of the three cars, and the 62,000 preferential strength is also a high level. According to the comparison of several visits last year, the Audi A4L discount was 45,000 in October, and the existing car was insufficient; in December, the Audi A4L discount was 52,000-60,000, and the existing car part picked up. Now, the change we can see is that the existing car has been greatly improved, and the discount has been improved to a certain extent.
Now the discount of 70,000-80,000 Audi Q5L, ordinary models are about 70,000 discounts, and the sports version of the discount is about 80,000, the reason is that "the sports version is not easy to sell." Similarly, in contrast, the Audi Q5L offer was as high as 62,500 in October, with sufficient inventory; in December, the discount and inventory did not change much. Throughout last October to January this year, audi Q5L's offers and inventory performance is the most stable of the three cars, and the discount has been very high, in order to ensure high sales, can support more than 50% of single store sales.
In October last year, the audi A6L had a maximum discount of 45,000 yuan, the inventory situation was maintained at about 20 units, and the waiting cycle was 10-12 weeks; in December, the discount was still maintained at about 50,000, but the inventory was not much. The recent visit learned that the Audi A6L offer only has a cash discount of 60,000, the inventory is still not much, and the waiting cycle is within 2 months.
summary
Through long-term continuous attention, among Audi's three hot products, the former of Audi A4L and Audi Q5L has experienced a tightening of inventory and discounts, and now the offers and inventories have stabilized and maintained from December last year to mid-January this year; the latter has been stable after many visits, and both inventory and preferential treatment are the most stable performance of the three products.
As for the Audi A6L, although the recent performance of the preferential treatment is still good, the performance of the inventory is not good, the monthly quota is basically more than 10 units less than 20 units, and the least inventory of the three cars is the Audi A6L only single-digit inventory. According to the reaction of the staff in the store, the production capacity seems to have encountered certain problems.