As an imported A7 with the "most beautiful Audi car", before it was domestically produced, it was the dream car of many young people. However, with the introduction of SAIC Audi into domestic production, the sales performance is quite dismal, with 315, 258 and 316 vehicles delivered from January to March, with a total of 830 units sold. In contrast, FAW Audi A6L has sold 25,690 units in January-March, and the gap is very large.
When the A7L was listed, Jia Mingdi publicly stated: "SAIC Audi A7L 45TFSI has accumulated more than 2,000 user orders. "The Audi A7L sells 3,000 to 5,000 units a month." Obviously, he was punched in the face again, who is Jia Mingdi? In the past Passat's crash test incident, he once said that "the proportion of 25% bias collisions accounted for only 1% of the case statistics of China's traffic accident in-depth survey, and the Passat's 25% bias collisions were magnified." Such thunderous remarks.
Speaking of the Audi A7L, why is the car selling so poorly? In the end, it is still related to the Audi A6L.
Some people say that these two cars are not a positioning, and the price is also a lot worse. But on the one hand, although the original 3.0T version of the Audi A7L was priced as high as 600,000 to 770,000, it then caused the 2.0T version, which lowered the starting threshold price of the A7L to 460,000 yuan, which was only 50,000 yuan more expensive than the Audi A6L.
On the other hand, the Audi A7 was originally a sports coupe, but SAIC Audi changed it into a sedan, which greatly weakened the sports attribute and greatly enhanced the business attribute. Positioning is closer to audi A6L, so their car buying crowd also has a certain overlap.
The reason why the Audi A7L does not sell well is also up.
Originally like A7, are like its coupe appearance, but SAIC Audi has done a riot operation, canceled the hatchback, lengthened the wheelbase, so that this car appears to be unremarkable, the attributes of sports coupe are reduced, to business is not as good as Audi A6L business, both ends want but both ends do not rely on, positioning is very embarrassing. Young people who like sports fans feel that Audi A7L has lost its essence, it is better to add some money on the imported version, and middle-aged people who like business fans feel that A7L is not calm enough, not to mention that A6L is more cost-effective.
More embarrassing than positioning is the price, Although the launch of the 2.0T version to reduce the price, but the Audi A7L and Audi A6L three pieces are exactly the same, only some parameters are different, the newly launched Audi A7L price is unusually strong, but audi A6L is not a small terminal discount, the lowest model within 400,000 can land, this difference is not 50,000 yuan, but more than 100,000, in the face of such a large difference, how do you convince yourself to choose, the three pieces are exactly the same, just a little more sports Audi A7L?
In the final analysis, SAIC Audi A7L lost the soul of imported A7 after domestic production, and the inability to differentiate with A6L is the main reason for the dismal sales. Saic's Chinese special supplies launched in recent years have been very successful, such as Langyi and Passat, but SAIC has obviously not figured out what consumers want in the A7 car. Is it a coupe sports car, or a more expensive and sporty family car than the A6L. Audi A7L sales dismal is definitely not an accident, A7L itself is a product of "survival in the cracks", SAIC Audi originally wanted to share the FAW Audi cake, but whether the Chinese auto market can tolerate it, the number of models is small, the performance of new energy is not good, and the competitiveness of the model is low.