SAIC Audi, although it won its master, it was not the right time.
Whether it is the A7L that has been marketed for a year, or the Q6 that catches the wind and shadows, or even the Q9 that plans to benchmark the Mercedes-Benz GLS and BMW X7 in the future... SAIC Audi's inevitable heart is well known to passers-by.
Unfortunately, the frequent shots of new works not only failed to enrich Audi's product matrix in an orderly manner, but also formed a north-south echo with the existing FAW-Volkswagen Audi and complemented each other's advantages, but also exacerbated Audi's various self-contradictory chaos.
One of the original intentions of the establishment of SAIC Audi is naturally to copy the success of the north and south Volkswagen, in the increasingly fierce market competition, let Audi hold the giant market in China, and seek to snipe and surpass Mercedes-Benz and BMW.
However, judging from the current platoon deployment of SAIC Audi, whether Mercedes-Benz BMW can sleep is not yet known, and the bitter days of FAW-Volkswagen Audi are afraid to really come.
A crisis in the hinterland of the masses
Since the price of saic oil audi A7L was announced, people's intuitive feeling is "what else do you want?" ”
Of course, there are also views that the "A6L + A7L" double male alliance composed of North and South Audi will effectively resist the momentum of BMW 5 Series and Mercedes-Benz E-Class single products.
Does Audi think that it is inferior to the double B because there are fewer domestic models than the other side?
If you really think so, then SAIC Audi is whimsical. Although this will look bigger than the opponent in terms of sales, after all, two hits and one, but the consequent negative effect is to further drag down Audi's brand premium.
In other words, doing so will only make Audi continue to relegate, getting farther and farther away from the double B, until it is really not enough to compare.
Why? Because this means that Audi has begun to fight a price war with double B at all costs, and as long as it is a price war, it will inevitably be unsustainable, and one party will admit it. However, from the objective development point of view, compared with Mercedes-Benz BMW, Audi's fall probability is greater, originally wanted to give the other side a left and right punch, the result in the north and south can not be both.
So why does Audi have to fight a price war all these years?
Because Audi is, in the end, just a giant baby, not a giant.
The giants that really control its destiny are Volkswagen and FAW.
When these two giants lived a wealthy life in the past, they could give Audi sufficient free space to grow wildly, and the three could often form groups to attack and cooperate with each other.
But since cheating a few years ago, Volkswagen has almost completely lost the North American market, leaving only its home base in Europe and its second home, China.
With the second landing of American brands led by Tesla in Europe, and the joint encirclement and suppression of new car-making forces in China, Volkswagen and FAW are facing an unprecedented hinterland crisis.
That is to say, Volkswagen is not only unable to recover the lost land in North America, but also has a high probability of losing the heartland.
The haste of SAIC Audi is the most important measure of Volkswagen's hinterland defense war, not one of them, in order to be at odds with FAW-Volkswagen Audi.
2. Audi "popularization"
The public has difficulties, what does it have to do with Audi?
This is not because Audi is a sub-brand of Volkswagen. Rather, when Volkswagen loses the North American market, it means that Audi has become the only product under the Volkswagen Group that can be universally circulated worldwide.
The names of Tibingli, Porsche and Lamborghini are certainly better, but after all, the volume is limited, and it cannot support the fat head and big ears of the public.
At the same time, the bad news from the public continues. Volkswagen's sales in the (China) market continue to plummet, and Volkswagen's sales in the (China) market have not met their targets...
When self-help is temporarily out of the way, it forces the public to need to pin their hopes on others. And this other person is his good son, the good son Ofi.
Therefore, during the preparatory period of SAIC Audi, another adjustment also occurred, that is, Volkswagen acquired the remaining shares of Audi and achieved 100% control of Audi.
Of course, Duoyunjun does not think that there is any inevitable relationship between the two before, but they are the same destination, pointing to the same motivation of the public - that is, to let Audi contribute more benefits to the Volkswagen Group.
The reverse is: this autumn of serious crisis is also, first squeeze the interests of Audi to protect themselves.
Therefore, in recent years, many people have invisibly felt that "Audi is becoming more and more like the public" and "Audi discounting is becoming more and more fierce"... In essence, it is because the public itself is under the pressure of declining sales and shrinking market, and it cannot but push Audi to make up for the position, since it is the public position, it is natural to be ignored.
More tragic may be yet to come.
That is, when Volkswagen continues to be powerless in North America and unable to do so in China, this will directly force Audi to be completely "popularized" as the only global hard currency of the Volkswagen Group, and Porsche, which has tried to explore and sink in recent years, will also be very likely to be "Audi". In fact, the signs have emerged, and it can be seen from the overall sales of executive cars and medium- and large-sized SUV flagship models that audi is currently difficult to make a significant difference at more than 500,000 prices, and its performance is no different from volkswagen.
That is, in a few years, Audi will become equivalent to the existence of today's Volkswagen brand, or slightly higher than the Volkswagen; and Porsche will become equivalent to the existence of today's Audi brand, or slightly higher than Audi.
This is just Duoyunjun's conjecture, provided that volkswagen has really reached the point where there is no way to retreat - losing momentum in the North American market and losing ground in the Chinese market.
Compared with upgrading, enterprises are more concerned with survival.
Therefore, no matter what the original intention of SAIC Audi was established, but with the shift of the bucket to the stars, the true mission of SAIC Audi has quietly changed, from the former confrontation with Mercedes-Benz BMW to sheltering the public.
Audi originally wanted to mix into Qu Xiaoxiu, but in the end he mixed into Fan Shengmei.
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