Wen\Wei WuXian
Unexpectedly, the A7L, which was highly expected by SAIC Audi, had only 574 units sold in two months, and the sales data of the Association showed that the SAIC Audi A7L was listed in January this year, with sales of only 316 vehicles in the first month, while the sales volume in February was only 258.
Such results not only frustrated the small goal of "Audi A7L sales of 3,000 to 5,000 units per month" expected by Jia Mingdi, general manager of SAIC Audi's marketing division, but also meant that the market did not seem to buy the A7L.
Although there are many reasons, in terms of the current sales performance of A7L, it is undoubtedly less than expected.
Following the previous statement, reasons such as SAIC Audi 4S stores are still few, consumer contact points are not many, A7L's own production capacity is limited, and it is still in the climbing stage, which seems reasonable, but it is not the whole reason why A7L sales are so low. The author believes that the reason why A7L sales are sluggish is also closely related to its own products.
The domestic Audi A7L sacrificed the car style of the overseas version of the A7 to a certain extent, becoming more stable at home, but also allowing its positioning to begin to converge with the A6L. However, compared with the large concessions of A6L in the terminal, the domestic A7L is priced at 459,700 to 777,700 yuan, and the new car is listed, and the terminal rarely makes profits, which makes its product performance not much "attractive".
At the same time, the A7L is priced quite high, but compared with the A6L, it is more youthful and sporty in design, which will make it lose some of the favor of successful people who value stability and maturity.
In addition, SAIC Volkswagen's reputation due to the passat collision incident has been damaged, and sales have been declining, which has also cast a shadow on SAIC Audi, and the reduction of consumers' mental share will make it more difficult for A7L to become popular.
From the current results, the sales performance of saicar Audi A7L is obviously not satisfactory, and as a new car, it has not achieved good results at the beginning of the listing, which means that it will be difficult to become popular in the future, especially when the competition in the car market is intensifying and the A7L is not the only choice for luxury cars.
In the two months of listing, the sales volume has accumulated more than 500 units, which is a dismal achievement for both Jia Mingdi and SAIC Audi, especially at the moment when SAIC Audi needs to open the door the most. If the A7L cannot become popular, it means that the image significance of SAIC Audi will be greater than its sales significance, and IT will be difficult for SAIC Volkswagen to surpass FAW-Volkswagen.
Write at the end:
There may be many reasons for the current dismal sales of A7L, but such a result is obviously not good news, and if SAIC Audi cannot correct the current difficulties in time, its future prospects may not be too optimistic.
(This article is originally produced by the editorial department of [Auto Industry] New Media, the author of this article is Wei Wuxian, and the reprint should indicate the source)