A few days ago, the new generation of BMW 7 Series was released simultaneously in China/North America/Europe, and the new car was built based on the upgraded new generation of CLAR architecture, and the appearance and interior have changed greatly. Especially the appearance, a change in the past everyone's impression of the BMW 7 Series is stable and strong, which has caused a lot of controversy. Although the controversy is large, but have to admit that the BMW 7 Series replacement is very successful, the so-called update iteration, is to subvert people's cognition, give a new product highlight, in this regard Mercedes-Benz S-Class and BMW 7 Series have done.
Such a comparison, it feels that the new generation of 7 series is more high-end
Admittedly, the new generation of BMW 7 Series has been officially launched for a relatively long time, and if you don't recognize it, you can consider the current model. At present, in addition to the calm and atmospheric appearance of the current model, its amazing discount may make you feel more value for money.
It was learned from dealers that the current BMW 7 Series 730Li models and 740Li low-end models are discounted by about 100,000 yuan, and the entry-level models can land only in their early 800,000 years. 800,000 can buy a large executive-class sedan is still very fragrant, with air suspension, all-vehicle electric doors, NAPPA leather seats, seat heating, Harman Karton audio and rear independent air conditioning outlet and other configurations, whether for home use or business use can be competent.
Of course, if you hate it only equipped with a 2.0T four-cylinder engine, slightly out of grade, you can also spend more than 100,000 to choose 740Li low-end models, the main upgrade is to replace a 3.0T inline six-cylinder engine, the maximum power of 340 horsepower, the peak torque of 450 Nm, the official 100 km acceleration time is also increased from 6.3 seconds of the 2.0T model to 5.6 seconds, converted down, each increase of 0.1 seconds need to spend 18,000 yuan more, do you think it is worth it?
In addition, the 2021 BMW 7 Series 740Li medium and high-end models are discounted by nearly 140,000 yuan; the 2019 740Li special edition models are discounted by 250,000 yuan; the 2019 750Li models are discounted by nearly 400,000 yuan; and the more outrageous 2019 M760Li models are discounted by nearly 440,000 yuan, which is equivalent to a discount on the price of a BMW 5 Series.
In fact, it is not, the reason why these top luxury cars are so amazing, in the professor's view: the original intention of any model price reduction is to enhance market competitiveness, attract consumers to place orders, and promote sales. The same is true of the BMW 7 Series, after the strongest competitor Mercedes-Benz S-Class has completed the replacement, the BMW 7 Series wants to gain market share in the case of backward products, the most effective way is to reduce prices, sharply reduce prices, in order to form a price difference.
In addition to these objective factors, the main thing is to reduce the inventory pressure by reducing prices, after all, it is still a 2019 model, which is easily considered by consumers to be an inventory car, coupled with the release of a new generation of 7 series, a large price reduction is inevitable. Of course, no matter how much the price is reduced, the car companies will certainly not lose, these models themselves are high in the pricing, on the one hand, to improve the brand positioning, on the other hand, it is to facilitate the subsequent price reduction.
In addition to the BMW 7 Series, the Audi A8L, which is also a large executive sedan, is not ambiguous in terms of discounts, with two 50 TFSI quattro models discounted by 146,000 yuan and 170,000 yuan respectively; two 55 TFSI quattro models with a discount of 186,000 yuan and 207,000 yuan respectively; and the top version of the 60 TFSI quattro model is even more discounted by 380,000 yuan, which is equivalent to a preferential price of an Audi A6L.
The picture shows the Audi V8 engine
At the same time, compared with the BMW 7 Series, Audi A8L is more generous in terms of power system, the entry-level model is equipped with a 3.0T V6 engine, the maximum power is 286 horsepower, the peak torque is 450 Nm, the transmission system matches the 8-speed manual transmission, and is equipped with a full-time four-wheel drive, but its official 100 km acceleration time is only 6.6 seconds, not as fast as the 2.0T BMW 730Li, of course, Audi has always been more conservative in acceleration, and often the measured results are better than the official results.
The reason why the Audi A8L offer is so large, the situation is very similar to the BMW 7 series, mainly it is not replaced, the Mercedes-Benz S-Class is still a bit virtual, plus the Audi itself brand influence and added value is not as good as Mercedes-Benz BMW, and it is really difficult to stand on the basis without fighting the price.
It is worth mentioning that in the past year, the cumulative sales of the Audi A8L in the domestic market were 15,600 units, lagging behind the 24,700 units of the Mercedes-Benz S-Class and the 22,300 units of the BMW 7 Series.
In order to seize the Chinese market, Audi not only made concessions in terms of price, but also launched the A8L Horch founder edition for Chinese users last year, which is an extended version of audi A8L, the overall size is directly in line with the Mercedes-Maybach S-class, the current pre-price range of the new car is 143.00-175.00 million yuan, and the threshold for starting is not low.
The picture shows the 2023 Audi A8L
In addition, Audi will also launch a mid-term revamped version of the A8L this year, which is built using the latest design language as a whole, similar to the A8L Horch founder's version model. At the same time, through the 45TFSI logo at the rear of the new car, the new car may be equipped with a 2.0T high-power engine, and the starting price will be further reduced, competing with the BMW 7 Series and Mercedes-Benz S-Class misalignment. Dare to ask everyone, if you have this budget, what will you choose among the three cars of Audi A8L, BMW 7 Series and Mercedes-Benz S-Class?
Of course, if you think that the above two cars are too expensive, and there is no economy at all, you may wish to take a look at the Mercedes-Benz EQC, as the first model of the Mercedes-Benz EQ brand, Mercedes-Benz EQC has been listed as early as 2020, than BMW and Audi to take the lead in seizing the new energy market.
However, the preemptive Mercedes-Benz EQC has been unsatisfactory due to the high price threshold and the performance of the mileage of up to 440 kilometers. In order to increase sales, Mercedes-Benz EQC has also reduced prices several times, and now the whole series is more preferential than 165,500 yuan, and the entry-level model can be landed for 350,000 yuan.
When other electric vehicles are crazy to increase prices, Mercedes-Benz EQC has not increased prices, and continues to increase preferential efforts, which is also a more conscientious time for Mercedes-Benz. Although the Mercedes-Benz EQC offers a lot of discounts, it is still almost interesting in the face of the cheaper Tesla Model Y and BMW iX3, which have a longer mileage. However, for consumers who pursue a sense of brand class and interior luxury, Mercedes-Benz EQC is also a good choice.
In general, the market positioning of these models is relatively high, the consumer group itself is small, and the high discount is inevitable, not a product problem. Even if it is a new generation of Mercedes-Benz S-Class, there are currently 50,000 yuan of discounts, not to mention the BMW 7 Series and Audi A8L that have not been replaced. If you are the intended user of these models, it is undoubtedly the best time to start with the bottom before the new generation of models are launched.