"Seeing the spicy food next door, I also began to reproduce it myself", this is my psychological activity analysis of Audi's launch of the A8L Horch.
Indeed, in the market of more than one million ultra-luxury cars, Audi really cannot come up with the corresponding products. Although there is an S8 that sells for more than 2 million, this car is clearly the style of a suit thug, rather than the ultimate luxury experience of Maybach.
On April 28, the Founder Edition of the Audi A8L Horch officially opened the reservation, the official guidance price is 1.30-1.75 million yuan, providing four models to choose from. Anyone who asks you knows that if the Audi A8L Horch wants to sell, it must break through the S-class Maybach barrier.
First of all, to review the A8L Horch car, as the top version of the A8L, it shows enough recognition in appearance, and the simple summary is to form a clear distinction from the ordinary version, and it can make people feel unusual on the road. The front face uses an exclusive chrome grille, and there is also a circle of chrome around the middle net, which uses chrome to highlight the dignity, which can be said to be the same as maybach.
The sides feature 20-inch "flatbread" wheels, and the C-pillar position is filled with Horch's English logo and badge. At the same time, in order to show momentum, the wheelbase of the Audi A8L Horch has been increased by 130mm, and all of them have been extended in the rear doors, laying a solid foundation for the rear space.
The various configurations in the car are also the ceiling level in the Audi family, the rear entertainment system, two-speed refrigerated refrigerator, four-wheel drive automatic air conditioning, rear seat ventilation, heating, massage, newly designed seat backrests and headrests, etc., basically conceivable configurations can be found on this A8L Horch.
From the perspective of product strength, audi A8L Horch does not have too many slots to speak of, but on the other hand, since they are all the top products of the family pyramid, it is not normal to have slots, but it is better to say that this is the most basic responsibility, after all, the price is already so high.
In addition to the product strength, the big guy who can take out so much money at one time to buy a car is naturally not short of money, just like Alpha, the price increase is so fierce, but it is still in short supply. Because this kind of car is a rich ticket for them, can quickly help them integrate into the circle, the same reason why the rich like Maybach is also a reason, Audi A8L Horch is the lack of such recognition, and such recognition is not by the configuration of the pile and publicity can do, more or use time to pile up the results of word of mouth.
Mercedes-Benz can be said to have a complete foundation in this regard. First of all, Mercedes-Benz's brand appeal in China is stronger than Audi, and Audi gives people more of a choice that can't afford To buy Mercedes-Benz and retreat to the second place. The second is that the Maybach brand entered the domestic sales many years ago, although it was not the LOGO of the trident star at that time, but it was quickly recognized in the market with publicity. Most importantly, Maybach, a sub-brand of the Meben Group, focuses on luxury products, a professionalism that is not something that audis A8L Horch can give to a similar special edition model.
Everyone understands the reason, and Audi's marketing department also knows that the hard-core Maybach S-class is a dead end. So Audi used two methods to deal with it, namely through cost performance and limited sales.
From the pricing point of view, the price range of the Maybach S-class is 1.468-2.488 million yuan, of which the main sales model S480 is 146.8-154.1 million yuan. The A8L Horch starts at 1.3 million, which is exactly what can be stuck in the price gap of the Maybach S-class. And don't forget that the Maybach S-Class is essentially a price increase for the entire life cycle. While I'm not sure if the A8L Horch has this treatment, the odds are slim.
In addition, it is limited to sale, it is reported that it is 106 vehicles. Although in essence, this car is only for domestic use, this practice must raise its own brand image to a certain extent. Use this special edition to leave an impression on consumers, it doesn't matter if it is sold out, just to leave a mark in the minds of consumers, so that the brand can continue to make in-depth efforts in this regard in the future.
summary
The Audi A8L Horch does have little chance of success, and although there is not much difference between the product strength and the Maybach S-Class, there is still a long way to go in terms of brand image, word of mouth, history and other achievements in terms of premium.