Editor-in-Chief | Zhang Kehuan
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Author | Steamy Jun
Reports from The GreatAuto
Saic Motor Audi, which is specially supplied and shelled, seems to have gathered the elements that Chinese car fans do not like, and in the network public opinion, many car fans are not very optimistic about SAIC Audi.
But! Note that the previous designation is "fan" rather than "owner" or "potential customer". Don't look at the online car fans to express concerns about the prospects of SAIC Audi, but for real potential customers, everyone hopes that the two new cars of A7L and Q6 will be sold as soon as possible. From the planning in 2016 to the release of A7L and the declaration of Q6, SAIC Audi is actually destined to be successful from the beginning. Don't worry, let's talk about the reasoning behind it today!
Luxury brands do special offerings, what is wrong?
At the beginning of the new century, the Audi brand first began to extend the strategy in China. At that time, many fans also complained that the A4L and A6L, which were lengthened for the Chinese market, were "not pure" and "uninteresting".
But then what? Consumers vote with their feet, and the longer model not only earns money for Audi Day, but also attracts the imitation of German compatriots such as Mercedes-Benz BMW, in today's luxury market, you have not lengthened, and you are even embarrassed to go out and say hello to others.
In fact, SAIC Audi has developed a special model for the Chinese market, which is actually the same as the lengthening model of that year.
At first, you may feel that a luxury brand has actually played a "special car", is this still pure Audi? If you also think that "the confession is the original sin," then you are really biased.
First of all, we must clarify a question: why do car companies come up with "China's special vehicles"?
In fact, no matter which joint venture brand, the so-called "special car" is actually a performance that attaches importance to the local market. China has the world's largest automobile market, and its rich potential is waiting for major joint venture brands and luxury brands to explore. But at the same time, the preferences of Chinese users and European and American users and Nissan users are naturally different.
For example, Americans like rough and wild, Japanese and Koreans like to be subtle and low-key, Europeans like to be delicate and small, while Chinese car users do not do multiple choice questions, and have diversified aesthetics and needs. Because of this, auto brands from overseas also need to take the initiative to get close to domestic consumers' products. Therefore, a model built for Chinese users is very necessary.
In fact, there are also many very successful "Chinese special vehicles" in China, such as GM, Ford, Toyota, Honda and other joint venture brands have opened a Chinese strategy. Among them, the most pioneering manufacturer is SAIC Volkswagen. From Langyi to Lingdu, from Weiran to Tuang, these cars have been loved by many Chinese users, and what is more, they have gone abroad and competed in overseas markets as "China's local research and development".
Back to the topic of SAIC Audi, compared with FAW Audi, SAIC Audi also has such a pioneering spirit.
Counting the first luxury models of the domestic BBA camp, their product line divisions have basically maintained the same pace as overseas. The original taste is good, but it is also easy to create discord between consumers and brands.
For a very simple example, Audi A6L, Mercedes-Benz E-Class, BMW 5 Series, these medium and large luxury cars, have distinct characteristics, they represent high-end administration, high-end business, high-end sports these major user needs.
However, with the increasing number of domestic high-net-worth users, everyone's needs are becoming more and more complex, and they want high-end business and want to move. At this time, these "original" models seem to be difficult to meet everyone's needs, and a major role played by SAIC Audi is to fill the gap between them.
From the product point of view, how is SAIC Audi doing?
From the A7L released last year to the upcoming Q6, after someone saw the products of SAIC Audi, they would speculate: Is it that FAW Audi has basically introduced the mainstream models of German Audi, and SAIC Audi has been forced to be helpless to produce "special cars"? Again, not the same sentence as before, not so! From the current saicid Audi product line, whether it is A7L or Audi Q6, their role is to fill the vacuum of the luxury market.
First, let's talk about the A7L, which is positioned as an executive-grade sports sedan. It is very different from the imported version of the Audi A7, by eliminating the slipback design, adopting a sedan design, and lengthening the wheelbase to 3026mm, bringing higher luxury quality than the imported version of the A7.
Seeing this, you may also wonder: Isn't this just an A6L?
Next, here's the point! Compared to the A6L, the SAIC Audi A7L has a more sporty look, such as bezel-less windows and other designs. At the same time, its 3.0T model has higher mechanical quality, such as through adaptive air suspension, rear wheel active steering and other technologies, which greatly improves the handling of the vehicle.
From the perspective of the intuitive product strength of the whole vehicle, SAIC Audi A7L is a C+ class luxury car higher than A6L or even higher than the imported A7. Moreover, this car combines the dual style of luxury comfort and sports performance. For high-end users who pursue sports and luxury, this car is almost the best choice in the price range of 450,000-750,000.
Not long ago, the Ministry of Industry and Information Technology also appeared in the new car declaration information of SAIC Audi Q6. The car is also a medium-sized SUV developed by SAIC Volkswagen itself, and has also made considerable optimizations to adapt to the Chinese market.
In the current BBA medium and large market, even if the BMW X5 has completed localization, the overall price range remains around 600,000-800,000. Not to mention the high price, BBA's medium and large SUV is actually not too suitable for Chinese users. For example, in addition to the Audi Q7, BMW X5, Mercedes-Benz GLE and other models, although defined as medium and large SUVs, in fact, they only provide two rows of seats, and there is no choice of six or seven seats.
On the other hand, second-tier luxury brands, such as Lincoln Aviator, Cadillac XT6 and Infiniti QX60, not only have a price range of nearly 100,000 cheaper than BBA, but also provide a more diversified seat combination, with six seats and seven seats to choose from.
In the ranks of medium and large SUVs, many users who are ready to buy BBA models have also lost some of them to second-tier luxury brands.
At this time, the Audi Q6 based on the MQB Evo platform did not adopt a longitudinal platform with better control, but greatly expanded the internal space performance. The wheelbase setting of 2980mm, coupled with the layout of the horizontal platform, will make the actual internal space of the Q6 even better than the Audi Q7, and the use of horizontal platforms, localization and other factors, it is likely to keep the price of the Audi Q6 in the range of 450,000-550,000 yuan, directly competing with the medium and large SUVs of second-tier luxury brands.
Taking a step back, although the Audi Q6 adopts the platform of Volkswagen Tuon, this does not represent anything. For example, all of them are MLB platforms, and the Audi Q7 naturally cannot be the same as bentley Bentayga models. As an Audi model, the Q6 will naturally be better than Tuon in terms of tuning or materials.
Therefore, from this series of information, Audi Q6 has a space advantage and a price advantage after listing, coupled with Audi's mechanical tuning and luxury settings, its market performance will not be bad.
In fact, in the end, it is obvious that from the A7L and Q6 models, it can be seen that SAIC Audi really understands Chinese users! The various needs of luxury brand owners can be said to be pinched to death. Perhaps after the success of SAIC Audi, it will also attract the imitation of other luxury brands, but it is not easy to create a luxury car that meets the needs of Chinese users. Perhaps in addition to saicutical volkswagen, SAIC Audi and other manufacturers can be successfully built, there are few domestic joint venture brands can be competent for this work.
epilogue
Finally, to say one more thing, into today's era of diversification, luxury cars do not have "pure or not", the key depends on whether it can meet the actual needs of users. Obviously, SAIC Audi has insight into the user needs of China's luxury car market, and on this basis, with more pioneering spirit and more technical reserves, it has taken the lead in completing the "Localization Transformation of China" of luxury car brands.
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