According to the data, faw-Volkswagen's total sales in 2021 will be 1.877 million units, while SAIC-Volkswagen's annual sales will be only 1.242 million units, a difference of 635,000 units. This also makes FAW-Volkswagen once again surpass SAIC Volkswagen in terms of sales in 2021, which is really unwilling for SAIC Volkswagen.
The reason is that FAW-Volkswagen has been winning for so many years, after all, FAW-Volkswagen has audi's strong support, and it is true from the performance point of view. In 2021, Audi's sales in China reached 700,000 vehicles, leaving aside Audi, FAW-Volkswagen's sales are not as good as SAIC Volkswagen's. To this end, SAIC Volkswagen has always had the desire to jointly establish a joint venture with Audi to expand its influence.
From the news that SAIC and Audi signed a cooperation agreement in 2016, to the Exposure of Audi A7 domestic projects and various spy photos, to the official listing on January 1 this year. SAIC Volkswagen finally got its wish and entered a joint venture with Audi, but the first model, the A7L, did not meet market expectations and was hit by Waterloo in the first month after its launch.
The domestic A7L debut was cold
As the first model of SAIC Audi, the Audi A7L has attracted countless lights from the moment of exposure, and has also been highly anticipated by the outside world. However, judging from the actual car performance in the first month of the A7L's listing, it was unexpected by everyone, and the sales volume in the first month was only 316 vehicles, and its sales performance was not as good as the Audi A6L plug-in hybrid version next door.
SAIC Audi set an annual sales target of 40,000 vehicles for the A7L, an average of more than 3,000 vehicles per month, compared with the next door FAW Audi A6L annual sales of more than 100,000, the 40,000 target of this large "A6L" is indeed outrageous. However, the audi A7L's first full monthly 316 vehicles is less than one-tenth of the sales target, which inevitably makes the outside world worry about the market prospects of the A7L.
In response to the A7L being hit by Waterloo in the first month of listing, SAIC Audi gave a statement that because the A7L is still in the climbing stage, only the 3.0T version has been delivered, coupled with only 120 stores in the country, resulting in sales that are not as expected.
Admittedly, the claim given by SAIC Audi will indeed have a certain impact on the sales of A7L, but is this really the main reason? Even if the capacity ramps up, it will not be enough to deliver only 316 new cars in a month. In the author's opinion, SAIC Audi A7L lost the soul of imported A7 after domestic production, and the inability to differentiate with A6L is the main reason for the dismal sales.
Give me a reason not to buy A6L
As an imported A7 with the "most beautiful Audi car", before it was domestically produced, it was the dream car of many young people. However, in order to be more suitable for the public, SAIC Audi has changed the A7 such a sports car into a commercial vehicle, and imported the A7's iconic hatchback shape, which has disappeared on the domestic A7L, although it caters to some business people, but also dissuads many original "potential" audiences who pursue sports personality.
In addition, the more commercialized A7L and FAW-Volkswagen's existing Audi A6L cannot be differentiated, and are more based on the title of "large A6L". However, from the actual size point of view, the gap between the A7L and the A6L is not large, and for consumers, the internal space of the A7L is not necessarily much better than the A6L.
In addition, in terms of pricing, although the domestic Audi A7L is much cheaper than imported cars, the price range is also as high as 459.77-777,700 yuan, while the price range of the Audi A6L is only 419,800-65.6 million yuan, and the starting price is nearly 40,000 yuan lower. From the perspective of power, the lowest audi A7L model is also equipped with a 2.0T high-power engine, while the A6L also has a choice of 2.0T low-power version models, and its 2.0T high-power version of the starting price is 443,800 yuan, which seems to be not much different from the starting price of the A7L.
But one of the most important problems is that the Audi A6L now has a fairly rich price reduction offer, and the A7L, as a brand new model that has just been launched, is difficult to give a satisfactory offer in a short period of time. It is reported that at present, the lowest starting price of audi A6L in the country is only 334,900 yuan, and the lowest price of its 3.0T V6 model is only 448,800 yuan, which is lower than the starting price of A7L.
It is true that the Audi A7L will slightly beat the A6L in terms of overall performance, but in the face of the "fracture price" of the A6L, the A7L is obviously overwhelmed. To this end, in the face of huge differences in price, more people will choose A6L instead of A7L. After all, in the eyes of more people, the A6L and the A7L are not much different.
Write at the end:
For SAIC Audi, it is basically impossible to achieve the same height as FAW Audi in the fuel market, and Audi's existing family cars have basically been produced by FAW Audi, so it has to be domestically produced as a niche model like the A7. To put it bluntly, as long as the A6L still has a price reduction discount, the SAIC Audi A7L cannot have a head start, and perhaps the new energy market can make SAIC Audi win this turnaround battle.
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