There are many reasons that affect the sales of a car, but in our domestic market, the brand factor is very important, because the Chinese people attach great importance to the recognition of the brand. The same car, the same configuration or the same price, if you change to different car logos, then the sales of this car are absolutely different. Take our domestic luxury market to introduce, our people's favorite three luxury brands are Mercedes-Benz, BMW and Audi, these three brands have their own product advantages and product characteristics, in the case of a large brand audience, the models of these three brands are really not worried about sales, as long as your model is slightly cost-effective, then your model sales can quickly rank among the forefront. In the BBA, the Audi brand is the most cost-effective, but also the three luxury brands in the same level of the most affordable representative, so in a strong enough price advantage, Audi's models have been selling very well, and the car I want to introduce today is Audi's latest A7L.
Speaking of Audi, the first thing we think of is FAW Audi, because Audi enters the domestic market in addition to imports, and a large part of it is a joint venture with domestic car companies, as well as BMW Brilliance and Beijing Benz. After so many years of operation, FAW and Audi have been deeply rooted in the hearts of the people. Similarly, as the second partner of Volkswagen Group in the domestic market, SAIC Motor has been coveting the Audi brand for a long time, but because it has formed a solid production category, there is no way to grab the opportunity to cooperate. Knowing that the Audi A7 car is going to be domestically produced, SAIC also knows that its opportunity has come, so after a series of struggles, SAIC has obtained the authorization of Audi and won the Audi A7 car. The Audi A7 after the domestic production is also the same as many models, and has been extended, so the Audi A7 has become the SAIC Audi A7L, in order to adapt to domestic consumers, like to achieve higher sales.
But the actual sales let us very surprised, SAIC Audi A7L was officially listed in January this year, but in terms of sales data, in January SAIC Audi A7L only handed over 316 units of sales, is SAIC 'the most beautiful Audi' dream so soon to be shattered? Let's analyze from all aspects and assume why the sales volume of this car in the first month of listing is so low. First of all, from the perspective of positioning price, the price range of this SAIC Audi A7L is 45.97-777,700, because there are 2.0T models added, so the Audi A7L and the Audi A6L have a large price overlap range. Generally speaking, the economic strength of consumers with a budget of more than 400,000 is already very good, so on the premise that the difference is not high, many people are more willing to choose a higher level of products, and the Audi A7L is one level higher than the Audi A6L, so it is reasonable to have higher sales. But we also need to be clear that the Audi A6L has a positioning reduction of about 50,000, while the Audi A7L has no discounts, on the premise that it is more expensive than it tens of thousands, plus the discount suddenly opens up the gap.
Therefore, many people are likely to wait for the Audi A7L price reduction, because according to the tone of the Audi brand, there should be a more obvious positioning downgrade. In addition to the price factor, that is the design and positioning of audi A7L, although the Audi A7L is one level higher than the Audi A6L, but the overall design direction of the Audi A7L is a younger consumer, and the Audi A6L is more business positioning, and on this price point, the people who can afford to pay are generally middle-aged men, and middle-aged men pay more attention to business and comfort, so the Audi A6L is obviously more suitable for them. For the Audi A7L, its appearance design is indeed very good-looking, but also very young, frameless door design with a penetrating taillight, plus 5.6S hundred performance really read the young consumers, but most of the young consumers are still shy, so naturally will compress a certain amount of sales, which is a very realistic reason. In addition, the new Audi A7L is not used compared to the Audi A7, so it will also make many people feel that there is less of a "soul", after all, the most beautiful Audi at the beginning is mainly said to be its slipback design.
Finally, there is another point that the concept of the audience has not changed, because Audi has always been produced by FAW, and now it has suddenly become SAIC Audi, and many consumers will not be used to it. So the first time will feel a little uncomfortable, and this car is a new car that has just been launched, many potential consumers want to wait and see. Moreover, when this car was not yet on the market, the pre-sale stage was to adopt a limited pre-order method, and the first term was only 100 units, which would give people a very rare state of vehicles, perhaps the first batch of Audi A7L was really insufficient production capacity, so it would be like this. So according to this logic to reason, in the first month of the market, Audi A7L is likely to be not prepared for so much production capacity, after all, its first round of limited to 100 units, so this car will be a slow to deliver the state, when its production capacity is stable, perhaps this car will give us a new understanding.
In general, whether it is Audi A7 or SAIC Audi A7L, these two cars are very high in appearance, and the biggest difference between the Audi A7L and the Audi A6L is its through-type taillights, the texture and high-grade sense of this taillight is really self-evident, coupled with the frameless design, it can really give people a completely different visual impact. As far as the price is analyzed, as far as the guidance price is concerned, the Audi A7L and the Audi A6L are really not much different, so if the late Audi A7L has the same positioning as the Audi A6L, then this car will definitely have more consumers, which is a sure fact. Finally, based on the audience of the Audi brand, I believe that there are many people who like Audi and love Audi, Audi A7 used to be a dream car for many people, but it has been difficult to have because of the high price of positioning, and after this domestic production, because of the existence of the 2.0T version, there must be a lot of advantages in the price, if the starting price of the late Audi A7L can be within 400,000, I believe it will suddenly improve the cost performance, I don't know if you all think so. So what do you all think are the chances of success of SAIC's "most beautiful Audi dream"?