The Audi A8 announced overseas pricing for the new generation, with the new Audi A8 delivered in Europe priced at £75,000, the extended Version of the Audi A8L priced at £79,000 and the performance version of the S8 priced at £102,000.
Strictly speaking, this is a reasonable price.
Because according to the long-axis version of the model, the Price of audi A8L in the European market is about 650,000, which is actually very small with the pricing gap between the Audi A8L sold in the domestic market, and the starting price of imported Audi A8L sold by FAW Audi is 730,000.
In fact, the real transaction price has fallen below 700,000, that is to say, the Audi A8L sold in the European market and the Audi A8L that consumers in the domestic market can buy, the price gap may not even be 50,000.
Whether to say or not, or Audi conscience.
Audi A8L into the domestic market is also low pricing is also a reason, on the one hand, the current import tariffs are reduced to 15%, compared with the previous 25% tariff to reduce the cost of sales, on the other hand, Audi A8L is equipped with a 3.0L displacement engine, the consumption tax has been significantly reduced, that is to say, an Audi A8L shipped from the place of production, the cost of taxes and fees has been reduced to the minimum, and the gap between overseas prices has narrowed to less than 30%.
In addition, the domestic Audi A8L market is not satisfactory, these two years by the S class and 7 series of pressure to hit, the price itself is lower than Mercedes-Benz, BMW, dealers in order to hurry to inventory, after a discount on the price, we also saw more than 600,000 low pricing than the overseas price gap is not large.
The top flagship is like this, the lower the price, the more difficult it is to sell, mainly because the core needs of users have separated from the product itself and entered the stage of brand and product labeling.
There is no doubt that the top executive flagship is still the Mercedes-Benz S-Class, even if the control is far inferior to the Audi A8L, but what we must understand is that entering the million consumer circle, people who can buy cars will never drive themselves.
There was not once a famous blogger who said a sentence: the reason I don't buy an S-class is that I drive it and some people really think I'm a driver.
In this environment, Audi's brand value is undoubtedly sinking more obviously, can not get rid of the platform shackles of the Volkswagen Group, so that many people think that Audi and volkswagen are inextricably linked, the brand and the volkswagen bundle is too obvious, resulting in the Audi brand in the BBA ranked low.
In addition, the audi A8L has not been successful in these years.
Mercedes-Benz successfully resurrected the Maybach, the emergence of the Maybach let the S-class have a huge appeal in the business circle, countless people are willing to spend 2 million budget to choose the Maybach S-class, it fills the gap between the BBA and Bentley, and the label of successful people driving Maybach is very obvious.
Audi's failure over the years is that it has not shaped the state of the A8L's top flagship in the process of continuous changes.
As a result, some commercial users directly defected to Mercedes-Benz, and some users who needed family cars chose to control the BMW 7 Series with better control, and the Audi A8L was overridden.
In order to create a super-first-line luxury positioning, Audi had to move out of Horch and launched the Horch A8L, hoping to rekindle the competitiveness of this flagship model in the market, but generally it takes time to shape this top flagship.
The success of the Maybach S-Class was not created in a day, and it was only after Mercedes-Benz itself pushed the S-Class to the altar for many years that the Maybach version was targeted, and the years of operation advanced to the 2 million-level market.
The first thing audi aA8L has to solve is the cognition in its core user circle, through products, brands, marketing to create a consumer label worth buying, after all, can spend hundreds of thousands or even millions of budgets to buy a car user group, more important is the "social influence".
You open an A8L, others open an S-class, always feel that the momentum of Mercedes-Benz is stronger, even if their product strength is the same, but back to consumption, this level of products is not bad.
It is also the loneliness of the Audi A8L in the past two years that allows us to see the price of the Audi A8L so balanced at home and abroad, to know the domestic pricing of Mercedes-Benz S, but it is much higher than overseas.