There is no doubt that Audi has a large number of fans in the domestic market and can support sales very well, which is why it can rank among the first-line luxury brands. How are first-tier luxury brands and second-tier luxury brands differentiated? First of all, it is not distinguished by preferential strength, the preferential strength of Lexus models has not been large, but it is a second-tier luxury brand, Audi's preferential efforts have been very large, but it is a first-line luxury brand, so there is no basis for dividing the first and second lines with actual terminal discounts. Secondly, it is not divided by the price of the main sales model, as long as the actual price of the model is more than 300,000, it is a high-end model, like the Standard Model price of audi A6L and Audi Q5L is more than 300,000 yuan, and it cannot be said that they are "low-end", right? Finally, it is the sales volume, the annual sales of first-line luxury brands are more than 500,000 units, and among the second-line luxury brands, the best sales volume is Cadillac, its annual sales of more than 200,000 units, there is still a big gap from the first-line luxury brands. Therefore, the basis for distinguishing first- and second-tier luxury brands is sales data, not price and preferential strength.
Audi is a very special luxury brand, other luxury brands in China only one, such as Beijing Benz, BMW Brilliance, SAIC-GM Cadillac, etc., while Audi has two - SAIC Audi and FAW Audi. FAW Audi naturally needless to say, it is the first luxury brand to take the lead in realizing domestic production, and SAIC Audi is a "latecomer" in luxury brands, so far only launched an Audi A7L model, followed by the launch of Audi Q5 e-tron and Audi Q6. Today we will talk about saicid audi's ambition - Audi A7L.
SAIC Audi continues the fine tradition of SAIC Volkswagen - its own "tinkering", friends who know Volkswagen know that FAW-Volkswagen prefers to introduce global models, while SAIC Volkswagen prefers to launch "Chinese special cars", such as Langyi, Santana, Hui Ang and other models are only sold in the domestic market, some people may say, the North American market does not also have Santana? In fact, santana in the North American market and Santana in the domestic market are not the same model, although their names are the same, but the North American version of Santana is actually a domestic Sagittarius, SAIC Volkswagen "do-it-yourself" ability is still very strong, or to audi A7L as an example, the original imported Audi A7 is a main sports positioning of the coupe, and SAIC Audi changed it into a sedan, positioned closer to the Audi A6L, the sport attributes are greatly weakened, and the business attributes are greatly enhanced. Many people think that its sales will continue the strong posture of Audi A6L, and SAIC Audi is also full of confidence to set a goal of selling more than 10,000 per month, the result? The Audi A7L sold 316 units in January.
In fact, Audi is a very cost-effective luxury brand, when its cost-effective advantage is not there, sales will naturally not be very good, like Audi A6L, now often more than 60,000 yuan of preferential strength, consumers choose it not only to get the discount, in terms of brand, Audi also does not fall face, after all, it is "the first line". The Audi A7L does not have a cost-effective advantage, the terminal discount is not large, the price is not low, like the 3.0T model on sale now, the price is 59.97-77.77 million yuan, although its 3.0T V6 engine strength is not bad, there are not many people who can choose it, only 316 consumers. So, can the Audi A7L still turn things around?
On January 1, the Audi A7L launched a 2.0T model, priced at 459,700-51.97 million yuan, which seems to be much higher than the Audi A6L, in fact, it is all a high-power model (45 TFSI), except for the standard model is the front drive, the rest of the models are equipped with quattro four-wheel drive system, Audi A6L 45 The entry price of the TFSI model (front drive) is 443,800 yuan, the Audi A7L is only 15,900 yuan more expensive than it, or relatively reasonable, the problem is that the Audi A7L 2.0T model will not start to be delivered in March, and the sales in January are all 3.0T models, and the low sales volume is also reasonable. Wait until March, if there is no accident, the sales of Audi A7L can have a relatively large upward posture, but do not be blindly optimistic, I believe that most of the consumers who are interested in Audi A7L are still "watching the fire from the other side", just like this generation of Audi A6L, the new car was just listed when the discount was not large, the sales were not good, but after the discount was increased, the sales volume "took off", If the sales of the Audi A7L 2.0T model do not meet the expectations of SAIC Audi, it will be inevitable to increase the discount, and when the time comes to take out a 60,000 yuan discount, its sales will naturally rise. So, what do you think about the SAIC Audi A7L?