Editor-in-Chief | Zhang Kehuan
Edit | Zhang Li
Author | Qin Yiyong
Reports from The GreatAuto
As we all know, "lengthening" has become a routine operation for luxury brands such as BBA to obtain traffic passwords, and domestic consumers seem to be very hungry for this set, after comparing the "standard axis version" and the "long axis version", the vast majority of people will choose the latter.
In the early years, the longer models of the BBA were mostly limited to cars, such as Mercedes-Benz C-Class/E-Class (L), BMW 3 Series/5 Series (Li), Audi A4L/A6L and so on. Nowadays, mid-sizeD SUVs such as Mercedes-Benz GRC and Audi Q5L have also joined the "extended" camp and are still very popular.
BBA seems to have seen through the pain points of domestic consumers " no lengthening and no joy", repeatedly tried and failed and ate the "lengthening" dividend. It is not difficult to understand why SAIC Audi and BMW Brilliance want to concoct this traffic code on the two new and higher-end domestic models of A7L and X5, and confidently shape it as the "next top stream".
It's just that things seem to be moving a little beyond expectations.
Audi/BMW shot
The domestic "extended luxury car" camp has added another fierce role
Backed by top luxury brands such as Audi and BMW, SAIC Audi A7L and BMW Brilliance X5 can be described as "born with a golden key", and the heat is extremely high. Born with the "L" attribute loved by domestic consumers, it quickly becomes a new beautiful female/male god in their respective market segments.
So, can the two star models that are new to the "jianghu" prove themselves in the market segment of the crowd?
The SAIC Audi A7L, which has been listed for more than a quarter, has not yet released the exact sales data, but from the information from the current "looting" of major platforms, the results seem to have not met expectations, which has attracted a lot of opinions for a time. Behind this, is the "L" not fragrant, or is there another hidden feeling?
In fact, in addition to force majeure factors such as "the product is still in the stage of capacity climbing, and the SAIC Audi dealer network is still being continuously improved", there are some important points worth digging deeper.
One is "wait and see."
In terms of brand endorsement and product positioning, SAIC Audi A7L natural strength is not bad. With hardcore configurations such as Quattro four-wheel drive, air suspension, rear wheel steering and 3.0T V6+48V mixing system, the back space performance brought by the extended length is not inferior to the level of executive-class cars, and the driving control is also outstanding. In short, the SAIC Audi A7L is a veritable "luxury car" and a "good car".
However, behind the strong strength, it often means that the value is not cheap. Saic motor Audi A7L full series guidance price of 459,700-777,700 yuan. And when a new car is listed, it is almost impossible to have too much room for concessions. Therefore, it is not excluded that users are waiting on the sidelines and waiting for the day when the SAIC Audi A7L offer will come.
Therefore, once the price is compromised in the later period, the sales volume of SAIC Audi A7L will also usher in greater growth space. After all, the problems that money can solve are not a matter.
Second, "times have changed."
Today's automobile market has long gone through the era of barbaric growth, and users have become more mature and rational about car consumption, that is, they are more "slow and hot" for new things. Even if SAIC Audi also has an "Audi" endorsement behind it, compared with FAW Audi, it is still a new face, and it is necessary to give users more time to get acquainted, know each other and even embrace each other.
These are all a process that SAIC Audi must go through as a new brand and A7L as a new model. Therefore, the temporary market performance is not enough to give a conclusion, we need to give SAIC Audi A7L more time.
In the same way, the domestic BMW X5 seems to be facing similar embarrassments for the SAIC Audi A7L. However, given that the domestic BMW X5 has just opened pre-sale, we need more patience and give more time to test the market performance of this car.
It is worth mentioning that in the first time of the domestic BMW X5 to (4S) store, we went to feel the actual popularity and product charm of the car, and it has to be said that the previous high heat did bring high popularity to it and became a star model that everyone watched.
According to the staff, the new car does not increase the price, but there will be a certain degree (usually a few W) of "jewelry installation", which varies depending on different regions and different dealers. It seems that if you want to get a "first-hand" popular model in the domestic market, it is always difficult to escape the fate of "being overspended", why is this? Worth pondering.
In short, whether the domestic BMW X5 will "open high and go low" or "continue to be hot" next, and leave time.
"Lengthening" is no longer a master key
But consumer demand is actually very simple
Facts have proved that whether it is SAIC Audi A7L or domestic BMW X5, domestic consumers still have a fondness for models with better space performance. However, "lengthening" is no longer the master key that luxury brands have captured people's hearts, and consumers have more references to the "verification" of products.
But there is one thing that consumers' pursuit of products has not changed: quality.
Is the elongated body worth that much money? Whether it is necessary to lower the material standards of other parts to spread the cost of the vehicle, each consumer has his own scale in mind.
In fact, for the vast majority of consumers, it is impossible to personally verify the authenticity of the product "problem", and we do not know what material is used for the thousands of parts hidden under the skin of a car, whether it is qualified or better. We can only hope that car companies use "conscience" to create products, use "integrity" to engage in marketing, and do not mislead consumers.
Therefore, whether it is SAIC Audi A7L or BMW Brilliance X5, "price" is only one parameter that reflects its "value". As long as the "quality" is in place, under the premise of strength permitting, I believe that the vast majority of people are willing to pay for the "Rolls-Royce" in their hearts. Conversely, if consumers find themselves being fooled, it will be the product and even the brand itself that will eventually come back.
Automotive views:
At the end of the day, it's good for consumers to do what they like (lengthen), but it's not the only one. Quality is always the premise and key to gaining mutual trust.
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