Quarterly sales have not broken through 1,000 units, and SAIC Audi A7L may become Jia Mingdi's total "Waterloo"

As a brand new luxury brand, SAIC Audi, which comes from its own halo, its every move may cause concern. Recently, in order to promote the new car A7L, SAIC Audi also introduced super traffic star Xiao Zhan. Xiao Zhan is dressed in a black suit with a black SAIC Audi A7L, showing the style of urban elites, and the atmosphere is moderately pulled to full open.

The question is, although Xiao Zhan's traffic is high, what can it do with the customer base of auto Audi A7L? How many of those young fans can become owners of the A7L? How does the A7L's business elite coupe positioning stand out? From this wave of A7L operations, what I see is not excellent marketing, but traffic and disorganized messing for the sake of traffic. However, SAIC Audi's operation of the A7L is far more than that, and from the very beginning of this model, which has a reputation as a "special supply", it seems to have been doomed to its fate of failure.

Why? Look at the data.

The SAIC Audi A7L, which was only launched in January this year, delivered 315, 258 and 316 vehicles from January to March, respectively, with a cumulative sales of 830 units. Although the April data has not yet been released, it is highly likely that it will not break through the triple digits. Looking at the sales of the same brother FAW Audi A6, 25,690 units have been sold from January to March. In this way, the sales of SAIC Audi A7L are only a fraction of FAW Audi A6.

Of course, some friends may say that the price is hard and the positioning is not the same, and the sales volume must be different. But it can't be so different, can it? Don't forget, Jia Mingdi, general manager of SAIC Volkswagen's Audi marketing business, set a goal of "selling 3,000 to 5,000 units per month and selling more than 50,000 units a year." From this point of view, I am afraid that some people will say that Jia Mingdi will always "renege on his word"!

So why is the performance of the SAIC Audi A7L so unsatisfactory? In the author's opinion, it was all made by SAIC Audi itself!

Looking at the model itself, the A7L is classic because it is a very personal coupe. The mission in the Audi product camp is to exist in a niche but with a unique soul. But after this classic model met SAIC, which was good at guessing the minds of the Chinese people, everything changed. SAIC Audi transformed a personalized coupe into a traditional sedan and turned it into an extended version of the A6L, which not only made the A7L mediocre, but also made it have to face the consumer group of the Audi A6L. In other words, although the A7L is high, how many chances of winning can you meet the old predecessor of the Audi A6L? Coupled with the imminent arrival of the Audi A7 Sportback imported by FAW Audi, there is probably less time and space left for the SAIC Audi A7L.

Furthermore, let's take a look at SAIC Audi's sales channels. At that time, in order to balance the interests of FAW Audi dealers, SAIC Audi pioneered the withdrawal of the "entity + e-commerce" new channel model. Users look at the car online, place an order on the SAIC Audi APP, and then go to the store (Audi Enterprising Hui, North and South Audi business outlets) to pick up the car. Since then, repairs and maintenance throughout the life cycle have been completed within the FAW-Audi network. Judging from the results, this will doom SAIC Audi to have no good results, not only will there be no sales, but also make it difficult for SAIC Audi dealers to do.

For FAW Audi, compared with the A7L with a clear price tag, it is naturally more willing to sell FAW Audi models with higher profits and more tacit cooperation; for SAIC Audi, the after-sales service to FAW Audi also means that a large cake is divided, presumably it is not too cool; and for users, it seems to be more difficult, buying a car at SAIC Audi, provided by FAW-Audi, encountering things, in addition to ripping off can also drop?

Finally, let's talk about branding. Although they are all Audi brands, for the majority of users, SAIC Audi always seems to have some impure taste. After all, FAW Audi sells Audi's original products, but what about SAIC Audi? From the A7L alone, it is a bit unusual. In other words, it is a good thing to change it correctly, but if it is not changed successfully, the result will be one, and it will be ruthlessly abandoned. From the perspective of sales, this little cleverness of SAIC Audi seems to have been recognized by the majority of consumers!

An indisputable fact is that SAIC Audi has really wasted a lot of energy in order to win the Audi brand. Although the result is good, from the perspective of market grand strategy, it seems to have wasted too much time, putting the best years on the game with Audi, and when it comes to the stage, the market vane has changed. In the face of the rapid development of the new energy vehicle market, after witnessing the rise and miracle of new car-making forces, I don't know whether SAIC has regrets. Instead of putting it on a so-called luxury brand that is sandwiched and not welcomed, it is better to make plans early on to create a luxury brand from the field of new energy vehicles.

Written later

I had expected the road of saicus Audi A7L to be bumpy, but I did not expect it to be so unbearable. A quarterly sales of not even a thousand units, does it mean that SAIC Audi and Jia Mingdi's five years of efforts are not worth it? But then again, who can blame such a dismal record? Whether it is a brand, product or channel, SAIC Audi's "innovation" not only failed to bring good results, but let it go to the other extreme.

It is difficult to imagine, if you follow the drinking situation, how should SAIC Audi's Jia Mingdi achieve the set goal? As a dealer of SAIC Audi, should it survive in the increasingly competitive automobile market? Finally, I would like to ask all netizens and friends, in the face of the squeeze of Mercedes-Benz BMW and FAW Audi and the same level of products of new car-making forces, where should SAIC Audi A7L go? Is it an iterative change, or a price for volume?