For luxury car brands, sustainable luxury is the key to differentiating businesses and the driving force for sustainable growth in the future. As the "first crab eater" in China's luxury car market, Audi has been domestically produced for more than thirty years. Through continuous deep ploughing, Audi has not only accumulated a huge market share, but also grasped the "Sinicized" luxury texture accurately, with constantly updated products, firmly standing in the top three of China's luxury car market, and the BBA pattern is difficult to shake.
From the 24th to the 26th, the SAIC Audi New Audi A7L Media Test Drive Meeting was held in Xiamen. At this event, SAIC Audi not only brought the new A7L model in the form of 2.0T and 3.0T, but also the multi-road driving experience of the pure electric model Q5 e-tron.
The A7L is the highest domestic flagship sedan of the Audi brand, and it is also the pioneering work of SAIC Audi, determined to establish the flagship style of the C+ performance executive car. Inspired by the "Prologue" concept car and created by the German team, it inherits the classic genes and leading technology of the Audi brand, combining sportiness and comfort perfectly, which can meet the taste requirements of elites for business style and closely fit the aesthetic trend of the new generation of sharp and dynamic.
Steady but not dull, but not ostentatious
Based on the MLB Evo platform, the SAIC Audi A7L has been comprehensively upgraded to the A7 in terms of electronics, body materials, chassis systems, weight control and layout technology.
As a performance executive model, the Audi A7L chose to abandon the five-door Coupe shape of the slipback compared to the imported version of the A7, and chose the body structure of the traditional sedan instead, so that the rear head space is relatively more optimized, but due to the unique low body posture design, the vehicle shape has a touch of agility in the stable atmosphere.
In terms of body size, the SAIC Audi A7L has a length of 5076mm and a wheelbase of 3026mm, which is only 2mm different from the A6L wheelbase, and also achieves the widest body in its class.
The headlights of the SAIC Audi A7L come with 32 modules, and the distribution is staggered, and the lighting effect is highly recognizable and technological. The tail is equipped with through-line rhythmIC LED taillights, and 13 vertical light segments on each side are the next flowing landscape of neon at night.
Sitting in the car, the 12.3-inch full LCD digital instrument with the 10.1-inch and 8.6-inch combined central control screen, not only slide smoothly, the unique touch button sound feedback and screen vibration feedback design, but also a unique humanized consideration, highlighting the complementarity of luxury and technology experience.
In terms of vehicles and machines, thanks to the A7L's new application of Audi Connect technology, which is based on the Asterix Android application platform, it will gradually introduce the ecosystems of Tencent and Alibaba in the future. Navigation, music, WeChat and other localization common programs have been widely used on the SAIC Audi A7L.
In addition, the A7L is equipped with a wHUD head-up display system. The system uses the principle of optical reflection to present navigation information and vehicle information on the front windshield at the same time, and integrates with the driver's line of sight to avoid the risk of distraction from looking at the central control screen during high-speed driving.
The interior of the SAIC Audi A7L is available in three seating styles, namely sports seats, super sports seats and high-end executive seats. Among them, the rear backrest of the high-end executive seat can achieve 26-32 degrees of electric adjustment, four-way adjustment of the headrest and other functions, while the occupants can realize the adjustment of the rear seat heating, ventilation, massage, air conditioning in the car, and atmosphere lights through the embedded screen on the central armrest of the rear seat.
On the way it is a smart "suit thug"
As a luxury model with both administration and sports, under the appearance of light business temperament, the power realization of SAIC Audi A7L is more agile, like a "suit thug".
In terms of power, saic motor Audi A7L has launched a total of 2.0T and 3.0T power combinations. Among them, the 3.0T adopts FSI V6 engine, with 48V light mix system, the maximum output power is 250kW, the maximum torque is 500Nm, the acceleration of 100 kilometers is 5.6 seconds, and the whole series is equipped with quattro four-wheel drive system, this model is also a deep test drive in Xiamen Island on the 25th.
On the same day, the author chose a route that runs through the north and south of Xiamen Island, passing through bridges, tunnels, block paths, coastal roads and other road conditions. Along the way, there are more social vehicles, and lane changes are frequent. During this period, the abundant power and handling of the SAIC Audi A7L were reflected.
In the bridge climbing stage, the A7L's power output performance is very strong, lightly step on the accelerator can feel the whole vehicle rushing upwards, without dragging mud and water; after the end of the red light at the intersection of the city, the acceleration texture experience brought by the A7L fast start is very linear, and the 7-speed wet dual-clutch gear switching is smooth and fast, with accurate steering wheel tuning, easy to cope with lane change overtaking. And thanks to the excellent NVH technology, the roar of the engine in the acceleration state can hardly be heard in the car, and with the help of Bang & Olufsen 3D surround immersive sound, it is difficult to imagine that this is actually a cockpit equipped with a V6 engine.
In addition to air suspension, the Steerable Rear Wheel of the Audi A7L is a highlight, and this is the first time Audi has applied this technology in a domestic model. The DAWS dynamic all-wheel steering system provides steering support at different angles for the vehicle by the rear wheels depending on the speed of the vehicle. In the low-speed environment of 5 to 60km/h, the rear wheel and the front wheel steering are opposite, and the maximum steering angle of the rear wheel is 5° left and right, which effectively reduces the difficulty of operation such as right angle bending and U-turn; in the high-speed environment of more than 60km/h, the rear wheel and the front wheel steering are the same, which increases the stability and comfort of the lane change experience.
The A7L breathes new life into China's luxury car market
With the in-depth transformation of China's automotive market landscape, Dr. Feng Sihan, CEO of Volkswagen Group China, predicted: "In the next decade, China's luxury car market is expected to increase from 3.1 million units per year to more than 4.5 million units, and become the world's largest luxury car market." ”
The middle current hits the water, and the strivers enter. Many people in the industry believe that SAIC Audi, which has just entered the market, can attract increasingly young luxury car consumers through differentiation, help the Audi brand as a whole to go to a higher level, and bring new air to China's luxury car market. The relevant pre-sale data also shows that the average age of users who buy A7L is 28 years old.
For a luxury car priced at 700,000 yuan, users under the age of 29 have become the main buyers, which is enough to prove that SAIC Audi has achieved the "rejuvenation" of the Audi brand with A7L, and has also injected new vitality into the Chinese luxury car market.
After more than 30 years of hard work, I believe that no luxury car company can understand The preferences of Chinese consumers beyond Audi. As Audi's second joint venture in China, SAIC Audi has also adopted a completely different competitive strategy: developing in China, designing in China, and producing in China, completely facing local Chinese consumers. This also makes the Audi A7L more able to meet the needs of young Chinese consumers.
Especially in terms of business channels, SAIC Audi has innovatively created a user-centered physical e-commerce ecological experience, breaking through the boundaries of the luxury car sales model - building a complete and humanized digital service ecosystem online, providing national unified product and service prices, and realizing customized services such as online car booking, door-to-door test drive, and door-to-door delivery.
Offline, SAIC Audi brand showroom will enter the popular business circles of major cities, presenting a sensory fashion, rich use of the exhibition hall culture, the initial plan to open 200 Audi urban stores in 80 cities across the country. The SAIC Audi APP and the "Shanghai Olympic Games" fan club have also been launched, allowing users to have a closer connection with the brand.
Wang Xiaoqiu, president of SAIC Motor, said: "In the next three years, SAIC Audi will continue to launch four star flagship models, opening up the layout of high-end fuel vehicles and pure electric products. "At present, although SAIC Audi has only two models on sale, once the north and south Audi form a joint force, it will definitely bring a lot of impact to the "BBA" pattern of the three traditional luxury cars. (End)
This article was published simultaneously on The China Automotive Trend Network