Benchmarking domestic BMW X5 but not as good as Audi Q5L, what kind of leek does SAIC Audi want to cut?

Recently, in the latest batch of the Ministry of Industry and Information Technology declaration chart list, we found the figure of SAIC Audi Q6. The Audi Q6 can be said to be created by SAIC Audi, and it is not too much to say that it is a "Special Vehicle for China". Like the Audi A7L, the Audi Q6 will also use SAIC Audi's direct channels after its launch.

It is rumored that the SAIC Audi Q6 will start at a price of 550,000 yuan or 550,000 yuan, and the body size will be larger than the Audi Q7 currently on sale. It is worth mentioning that the Audi Q6 will be equipped with a 2.0T engine and use the Volkswagen Group MQB Evo platform. It is from this that many netizens have complained that audi Q6 is actually "changing the shell of Tuang".

Can using only the MQB Evo platform make the Audi Q6 a big seller?

And it does. Now we know that saicus Audi Q6 is indeed the use of Volkswagen's MQB Evo platform, and the biggest difference between it and the MLB Evo platform is that the MQB Evo platform is a horizontal engine layout, while the MLB Evo is a longitudinal engine.

We need to know that volkswagen group MLB Evo platform models were previously mainly provided in Audi, Porsche, Lamborghini, as far as the current product matrix is concerned, above the Audi A4 level, basically use the MLB Evo platform. Such as Audi A4, Audi A6, Audi Q7, Audi Q6, Porsche Cayenne, Lamborghini Urus and other models, are all products of the MLB Evo platform.

At the same time, we look back at the Audi Q6 launched by SAIC Audi, which uses the MQB Evo platform in terms of value is naturally weaker than the MLB Evo platform. As a product of SAIC Audi, Audi Q6 did not use the MLB Evo platform, but the legend says that its starting price is as high as 550,000 yuan, which is not to directly PK with the BMW X5L that has just completed domestic production?

Although the starting price of the Audi Q6 is lower, but with the name of "Changing the Shell Tuang", can it be comparable to the American-made BMW X5L? Before the new car was unveiled, there were already many sharp-eyed netizens singing down.

At present, in the market, Audi Q7 is still sold in imported form, which can be completely created by the MLB Evo platform, and counting the terminal discount, the cost performance and BMW X5L are actually between Bozhong. The difference between the Audi Q6 and the Audi Q7 and BMW X5L is that the Audi Q6 provides a seven-seat layout version, and the space is more free. On this basis, the Audi Q6 may be priced lower.

Let's put aside the BMW X5L, only for the Audi brand itself, the current Wheelbase performance of the Audi Q6 is between the Audi Q5L and the Audi Q7, which is 2980mm, and the positioning is obviously higher than the Audi Q5L, but it will be slightly lower than the Audi Q7. Note that this is only considered in terms of body size. If you want to count the platform behind the vehicle itself, it is clear that MQB Evo cannot be compared with the MLB Evo platform. At the same time, if the Audi Q6 only uses the MQB Evo platform, it can't even implement the genuine quattro...

The shape is so "Chery", can it make the Audi Q6 sell well?

If only the MQB Evo platform is used, the Audi Q6 is not an option. After all, it has the advantage that audi Q5L and Audi Q7 do not have, that is, it provides a three-row seven-seat layout, and the adjustment of power parameters is stronger than that of the 2.0T engine of Tuon, which is also MQB Evo.

On the currently exposed declaration map, we found that the styling design of the Audi Q6 is not "Audi original", but more mixed with some characteristics of SAIC Audi itself, which can be said to be "SAIC Audi original", and the difference during this period is still obvious.

Unlike almost everyone's imagination of the Audi Q6, it is not a small product of the Audi Q8, but a product that properly wants to go in the shape of a traditional SUV.

The first is the front face design of the Audi Q6, although it has an octagonal forward grille, but the design of the net is not the Audi style we know, but a self-created design full of original styles. If we say that the label of "SAIC Audi" is posted, we only regard it as a "China special supply car", in fact, this design is not wrong, but sharp-eyed netizens quickly found the difference. That is, the front face design of this auto-Audi Q6 always gives people a kind of "Chery style".

It is estimated that Chery did not expect that an Audi product would have such a large similarity with its own product. Such a design, in SAIC Audi's own words, is called "Ruilin" style, full of Chinese style elements.

Why did SAIC Audi "operate" like this and design the Audi Q6 like this? It seems that IT ISA-Volkswagen Audi does not give resources rather than SAIC Audi itself. As we all know, before Audi promoted the SAIC Audi project, FAW-Volkswagen Audi has repeatedly obstructed, and even appeared dealer network collective strike to threaten Audi, which has led to SAIC Audi's disillusionment with the sales channel network.

For products, it seems that SAIC Audi is also in an awkward situation, and the really well-sold products Audi A6L, Audi A4L, Audi Q5L, Audi Q7, etc., are all in the hands of FAW-Volkswagen Audi, and will not be easily released to SAIC Audi. Therefore, in terms of product design, SAIC Audi may only be self-reliant, so the true appearance of the Audi Q6 has indeed "grown" like this.

The sales channel is so "straight", can it make the Audi Q6 sell well?

As we all know, SAIC Audi cannot build its own sales channels, but they cleverly avoid the dealer network and adopt a new way of direct sales from manufacturers. However, it is such a direct sales model that brings embarrassment to SAIC Audi.

For example, the Audi A7L model currently on sale by SAIC Audi has a guiding price range of 459,700-777,700 yuan. Because it is very similar to the Audi A6L in terms of body size, and it is originally a coupe version of the Audi A6L, it is inevitable to compete with the Audi A6L.

As far as the current market situation is concerned, the price of the SAIC Audi A7L using the direct operation model is very transparent, not bargaining, and the entry-level model is 459,700 yuan. On the other hand, the guidance price range of the Audi A6L is 419,800-65.6 million yuan, and counting the dealer discount (about 87% discount), the bare car landing price is nearly 70,000 less than the Audi A7L. Under such a premise, the sales volume of the Audi A7L is bound to be less than that of the Audi A6L. In fact, the sales of the Audi A7L can only be described as miserable. According to network exposure data, the sales volume of SAIC Audi A7L in the first month after its listing was only 316 vehicles...

Of course, some people say that the SAIC Audi A7L car is a coupe style, not for the sake of volume. Please, that's the Audi A7, not the Audi A7L today. If you're in a sporty style, why do you want to lengthen it? Since it is a sporty style, why should the rear design of the car be different? For SAIC Audi, the introduction of audi A7L is obviously for the sake of volume. As a result, the Audi A7L, which has no resources, no channels, and likes to change, which SAIC Audi has high hopes for, is folding in the market, and the monthly sales volume is simply not an order of magnitude compared with the Audi A6L.

Turning over, let's analyze the SAIC Audi Q6. If in order to go to the volume, significantly reduce the price, even at the expense of the Audi Q6 starting price to 400,000 yuan to sell, directly with the Smaller Wheelbase audi Q5L price, it seems that it is not impossible. However, in this way, it has fallen into the result of cannibalism. Moreover, with the "body type" of the Audi Q6, it sets a relatively low price range, which does not seem to be of any benefit to the Audi brand itself. After all, Audi has many ways of boosting sales. In other words, it only needs to slightly increase the market discount of Audi Q5L, and its sales volume can definitely be further improved. So, why do you need to specialize in a SAIC Audi Q6?

Editor's Summary:

For SAIC Audi, what kind of existence should the Audi Q6 they imagine should be? The volume has a great negative effect on the Audi brand, but the quality is only used the MQB Evo platform. Neither path seems to work. So, is there a third way for saicid Audi Q6 to go? Let's wait and see. (Wenche Vision Technology Li Liang)