SAIC Audi may have also thought that this is not a simple beginning, but it may not have thought that it is much more difficult to escape the quagmire of the opening than it imagined.
Everything should have started from saic oil audi in 2016 to prepare for the first time to enter the market, the birth of SAIC Audi itself is a story of twists and turns and opportunities coexist, after several twists and turns, in January this year, SAIC Audi's first A7L with both administrative and sports style landed smoothly, even with the strongest configuration of domestic Audi + unique positioning aura, this is not a popular story.
From January to March, the number of A7L vehicles was 315, 258 and 316, respectively. Although there are many objective reasons involved in chips, epidemics and so on, for a new brand can not be too demanding, but this achievement is undoubtedly abnormal for Audi, a luxury brand that has long been known in China's streets.
Fortunately, from the rhythm of the release, the enterprising SAIC Audi is not tepid, following the A7L and Q5 e-tron, SAIC Audi ushered in the brand's first fuel SUV - SAIC Audi Q6. As early as before, Audi announced the decision to stop production of fuel vehicles in 2033, launching a large SUV at this node, Q6 is destined to be a volume of products, must be products that can immediately help SAIC Audi stand firm.
Recently, with the first anniversary celebration of SAIC Audi, SAIC Audi unveiled its SAIC Audi Q6 for the first time for the Chinese market. It is reported that the inspiration for saic's Audi Q6 design comes from the Chinese myth of the beast Qilin. Since 2016, the designer has visited Chinese cities such as Beijing, Xi'an, Nanjing, Luoyang and other historical capitals to draw inspiration, hoping to integrate Unique Chinese elements into Audi's design DNA.
Although SAIC Audi did not reveal the official map of Q6, the Internet has long been picked up the declaration chart of SAIC Audi Q6.
In terms of appearance, the grille is still the large-size hexagonal grille that Audi is familiar with, the inside of the grille is decorated with dot-matrix chrome trim, the front of the car adopts a through-type light strip, and the hexagonal grille is inlaid with the word "quattro". SAIC Audi Q6 has two styling styles, administrative and sports, and according to different versions, many different design details are presented on the front face, side and rear.
In terms of body size, the new car has a length, width and height of 5099/2014/1784mm, and a wheelbase of 2980mm, which exceeds the size of audi's flagship SUV Q7 and also surpasses the BMW X5 long wheelbase version. In addition to the 7-seat space layout, there are also more luxurious 6-seat seating layouts to choose from.
The interior of SAIC Audi has not been announced, but from the spy photos taken before, SAIC Audi Q6 adopts the style of the current Audi family, and is still a smart cockpit design language composed of three high-definition LCD touch screens.
Referring to the current models on sale, it will be equipped with the latest generation of MMI system, built-in WeChat, navigation and other three-party software in the car, and it will probably not be much different from Other Audi vehicles.
Power is a highlight of SAIC Audi Q6, the new car will be the first domestic model equipped with imported EA888 Evo 4 engine, the engine is imported from Germany, the maximum power of the high-power version is 195kW, the horsepower reaches 265Ps, and the torque reaches 400N·m. Even the low-power version of the entry-level version can achieve a maximum power of 170kW, and if the A7L is followed, the top model may also introduce a higher displacement six-cylinder machine.
From the point of entry, saicid audi Q6 is playing a vacuum field that is not involved in the BBA counterparty, but in my opinion, the future of the new car is still unclear.
From the product point of view, SAIC Audi Q6 is indeed the highest level of Audi domestic SUV, but from the perspective of body size, coupled with the MQB Evo horizontal platform, the sound based on Tuon shell change is endless. Although there are differences in process, interior design, tuning, power system, etc., it is unfair to summarize Q6 with a simple shell, but considering that the difference between A3 and Golf is actually not high, the starting price of Q6 is expected to be more than 550,000 yuan, and There is still a big gap with Tu Ang, whether consumers are willing to pay for the "luxury" that cannot be experienced with parameters, I am personally pessimistic. Don't forget, saicid Audi's biggest dilemma is its sales model.
Different from the sales structure of traditional car companies "consumer-dealer-manufacturer", SAIC Audi adopts a more direct "consumer-manufacturer" direct sales model.
The biggest advantage of the direct sales model is that it can provide a good user experience, especially in terms of price, everyone buys a car at a price, and they don't have to worry about spending more money than others without negotiating the offer. For the brand side, there is no fear of offending the dealer network, not being kidnapped by the dealer, and can have the highest interpretation power.
But the direct sales model also brought a huge problem, there is no conventional dealer storefront, in the direct store has not yet appeared in front of the large commercial supermarkets in major cities, promotion is a huge problem, after all, through the APP online shopping for a car is still not a mainstream way to buy a car.
The other is after-sales maintenance. In terms of maintenance and repair, SAIC Audi is currently attached to FAW Audi, which is more convenient and affordable for most consumers to buy FAW Audi cars directly.
Tesla is the most successful example of the direct sales model, and the vast majority of new power brands also adopt this form of sales, which is a novel way, but also means a new track. That is to say, no matter how many years of history you have, you still need to put down your body and race with those new brands that are only a few years old, and even catch up as a latecomer, which has a kind of middle-aged departure and the realization of going to the sea to do business.
Audi is the earliest BBA chinese product, the most abundant domestic luxury brand in the product line, although this makes the Audi brand deeply rooted in the hearts of the people, but it also makes SAIC Audi can produce few domestic models, and can not have a lose-lose competitive relationship with FAW Audi, SAIC Audi can only go from the high-end of consumption upgrades. Back to the product itself, the SAIC Audi Q6 has once again placed itself in a vacuum without competitors, but is this a real market segment? Maybe time will tell.