Text/Paula
The Audi A7L can definitely be a classic case of a failed revision.
Yesterday, SAIC Audi officially launched the Audi A7L Wind Knight and Paladin editions through online live broadcasting, and the price of both cars is 519,900 yuan. This non-mainstream name, coupled with the weird price, already has the attributes of cannon fodder.
It doesn't look like four
If one of the souls of the Audi A7 is a smooth and plump slip, then the Audi A7L manually lifts the core to ashes. The biggest difference between the domestic Audi A7L and the imported version of the model is the deletion of the most beautiful Audi coupe family's iconic "Sportback" slip-back line.
Just from the comparison chart, the luxury attributes of the A7L suddenly disappeared, and the traditional rear design also made the side of the A7L and the rear of the car invisible, and it was no longer difficult to see the luxury attributes of the new car from the design, and the most "eating lotus" Audi was born.
In terms of body size, the Audi A7L is 98mm longer than the wheelbase of the imported Audi A7. Although domestic consumers generally love the large space, they cannot ignore the coordination of appearance. In order to increase the space in the car on top of the already spacious space, the ugly rear tail is added, which is not called the finishing touch, this is called painting snakes.
The price is not high or low
At a price of 51.99 million, I called out to the good guys. Seeing this price, I wondered which big wronged species would buy these two cars.
From the price point of view, the Audi A6L that is lower than it is currently discounted after 400,000 yuan can be obtained, and the appearance is not much different at a glance. On the other hand, Audi A7L, basically no discounts, real money and silver real more than a hundred thousand, and this price can basically buy an Audi A6 3.0T model, then who is still stupid to buy 2.0T A7L special edition ah.
If there is an Audi A6, then there is an Audi A8. If the budget is enough and you like Audi, then isn't the Audi A8 with a price of about the same 3.0T+8AT than the top Audi A7L incense of 3.0T+7DCT? Not to mention that the shape of the A8 is also much better than the four-unlike A7L.
Therefore, consumers who originally liked the Audi A7 turned to choose the Audi A6L and Audi A8, and the sales of the Audi A7L were like stagnant water, and the sales volume last month was only 256 units, and it seems that this car is basically cannon fodder.
User group targeting failed
In addition to the price, the most direct reason for the dismal sales of the Audi A7L is the failure of positioning.
The name is tied to the most beautiful Audi A7, so it is natural to be worthy of consumer expectations, but audi A7L is rebellion, what you expect I will not give you anything.
At present, the mainstream young design is closer to the coupe style, and the A7L has deleted the design of the slippery back, increasing the overall sense of stability, but this revision really does not please the hearts of young people.
If the key customer base is not young people, but more mature middle-aged users, then your non-mainstream name makes them not want to buy it when they hear it. In addition, the Audi A7L adds more sports atmosphere, repeatedly jumping on the edge of stability and sports, and it is difficult to please middle-aged customers. Finally, if you like a more stable one, you don't have to choose the A7L, and the low-key and stable Audi A8 is obviously more suitable for purchase.
According to SAIC Audi's annual sales target of 40,000, at least 10,000 vehicles will be sold in the first quarter, but 316 vehicles will be sold in the first month of listing, 258 in the second month of listing, 256 in the third month, and the total sales in the first quarter have not broken through 1,000 The dilemma has proved the fact that the Audi A7L thunder and rain are small. In this regard, Audi officials attributed the poor sales to the product's climbing stage and the small number of dealers, which is just a pretext for diverting attention. In the final analysis, SAIC has a deep insight into the needs of domestic consumers, and then the dismal end caused by the failure of the revision.