SAIC Audi A7L, sold 574 vehicles in 2 months, SAIC Audi performance in the first 2 months, SAIC Group's luxury car dream has been shattered?
Data show that since the New Year's Day this year, SAIC Audi began to deliver, the first month to complete 316 vehicles, February delivery of 258 vehicles, 2 months only sold 574 vehicles, embarrassing sales figures, revealing a cool chill.
In contrast, FAW Audi sold 62,738 vehicles in January and A6L sold 10,450 vehicles; FAW Audi sold 43,061 vehicles in February, and A6L sold 9,779 vehicles, the gap between the two is very large.
At the same time, with SAIC Audi's annual sales target of 40,000 vehicles and a monthly sales target of 3,333 vehicles, it is less than one-tenth. Not only is SAIC's dream shattered, saic oil audi should also wake up. The Audi A7L did not knock on the door of the luxury car, but instead ate the closed door.
As we all know, SAIC Audi models are not original design, such as A7L is after local design, abandoning the big slip back modeling design, is generally considered to have lost the "soul", its choice of a larger space, more stable sedan form, is also seen to compete with the A6L.
It's all four circles, and it's taboo to in the same room.
Small test bull knife, Audi A7L sales are not as good as the number of A6L fractions, it can be said that A7L is blindly confident, the shaping of new attributes of the vehicle is unsuccessful, and even the A6L roommate has no capital.
Looking back at the process of SAIC winning the Audi project, there are constant twists and turns.
As early as November 11, 2016, SAIC and Volkswagen signed a strategic agreement in Wolfsburg, Germany, and decided to establish a joint venture; soon after, the SAIC Audi project was boycotted by FAW-Audi dealers, and on February 16, 2017, the Sanya Statement was issued, clearly opposing audi and SAIC cooperation.
Until April 18, 2021, on the eve of the Shanghai Auto Show, the SAIC Audi brand was officially unveiled, the cooperation between SAIC Group and Audi was officially opened, and the domestic Audi A7L was officially unveiled. On September 26, 2021, SAIC Audi's first domestically produced A7L was produced at the Anting plant.
From the signing of the agreement to the opening of the delivery, SAIC Audi took more than 5 years. As the saying goes, it is necessary to do things in a good way, and behind some twists and turns, Audi has taken the form of two joint venture companies, hurting the interests of FAW and the original dealers, and has lost the advantage of "people".
However, there are always people who say that the process is not important, the dream realization is the most important. For SAIC Audi, it may be so, for FAW-Audi is like a fish in the throat. Five years of bargaining, not only lost people, but also went to the sky, doomed TOA Audi fate.
As a product of multi-party compromise, the SAIC Audi project has officially landed, and there are still many constraints in it. Among them, the sales model is one of them, SAIC Audi adopts the "entity + e-commerce" play method is like this: users look at the car online, place orders in the APP, and then go to the store to pick up the car.
You know, this "store" is a FAW-Audi dealership, including the post-repair and maintenance is also completed by it. SAIC Audi planted trees, FAW-Audi cooled off, who to reason with?
According to the two-year window agreement between the two sides, SAIC Audi will not sell cars before 2022. Therefore, in January 2022, SAIC Audi is in a hurry to sell cars. After SAIC Audi completes the sale, the repair and maintenance of the vehicle must be placed in the FAW-Audi store. That is to say, SAIC Audi's pre-sales and after-sales are "separated".
Some people also joked that SAIC Audi's customers only had a few weeks before the sale. After that, most of the time has been handed over to FAW-Audi, and more time it belongs to FAW-Audi.
Of course, the advantages and disadvantages of this model are not enough to be revealed in the early stage of operation. SAIC Audi's sales are unfavorable, and it is more a strategic mistake of the first model A7L. The awkward positioning of A7L is the existence of grandma who does not hurt uncle and does not love.
Imported Audi A7 with its sneaky back shape and coupe body, although niche, has many fans in China. The data shows that imported Audi A7s also sold 380 vehicles in January, which is higher than the sales of domestic A7Ls. After the localization of the domestic A7L, in order to get rid of the niche label, began to compromise to the sense of business, the original sports beauty is completely absent, making people feel that it is not the same.
Great Wall Motor's experience in the differentiated market shows that the niche is the public, and when you manage the niche market well, it is naturally a larger market segment. A7L in addition to increasing practicality and sense of business at the same time, lost its own advantages and beauty, so it is disliked by the original A7 owners, but also does not like new consumers.
In order to save the market, the A7L sharp price reduction may be a helpless choice.
At the beginning, when SAIC won the Audi project, it was determined to form a four-point situation with Beijing Benz, BMW Brilliance, and FAW-Volkswagen Audi. In the next three years, SAIC Audi will successively launch four flagship models, opening up the layout of high-end fuel vehicles and pure electric products.
Perhaps, SAIC Audi is more looking forward to the future of pure electric vehicles, during the Shanghai Auto Show last year, SAIC Audi also released a model called Audi Concept Shanghai electric concept car, based on the Volkswagen MEB pure electric platform to build, CLTC mileage will reach 560 kilometers, the official name or Audi Q5 e-tron, but is considered to be a shell of SAIC Volkswagen ID.6 X.
A7L is unfavorable, for SAIC Audi, whether it is products or channel services, it is necessary to reflect on itself. Winning the Audi project does not mean that the dream of SAIC luxury cars has been realized, and it can compete with Beijing Benz, BMW Brilliance, FAW-Audi, and have a chance to get sales first.