SAIC Audi set off a price war! Clear inventory, up to 200,000 yuan, A7L price is not as good as BYD Han

Zhiyi Auto / Chen Yi

Some media broke the news that SAIC Audi launched a new round of "employee internal car purchase activities", which ended on December 20, covering Audi A7L, Audi Q5 e-tron, Audi Q6 and other models, limited to 1,500 units.

The preferential range of the Audi A7L is between 105,000 and 200,000 yuan, of which the original price of 677,700 yuan for the A7L advance version is only 477,700 yuan, and the original price of 418,700 yuan for the A7L dream building crystal set, the employee price is 313,700 yuan.

The Audi Q6 has a discount of 145,000-165,000 yuan, which is also quite good, and it is all 2024 models, while the Audi Q5 e-tron has a smaller discount of only 71,000-86,000 yuan.

According to the data of the Passenger Car Association, the combined sales of the Audi A7L, Audi Q5 e-tron and Audi Q6 models from January to October this year were 18,421 units, and for SAIC Audi, this figure is mixed: the good news is that SAIC Audi's sales have increased significantly, and the sad thing is that SAIC Audi's average monthly sales are less than 2,000 units.

There is no doubt that in the eyes of SAIC Audi, the A7L, Q5 e-tron and Q6 are still "parallel imports", to use the words of stationmaster Wu in the TV series "Latent", that is, "I originally wanted to show my face, but I didn't expect to show my butt".

If the car does not sell well, SAIC and Audi will naturally not be too happy. To add insult to injury, some industry insiders broke the news that SAIC Audi's current loss has exceeded 10 billion. What kind of concept is this? According to the standard of "the threshold of the car-making industry is 20 billion" by Li Bin, the founder of NIO, SAIC Audi has lost half of its start-up capital.

Under the domestic and external difficulties, SAIC Audi's wave of "employee internal car purchase activities" is so discounted, and the reason is very sufficient.

In fact, in March this year, SAIC Audi already had an in-house purchase activity, and the price discount set at that time was between 70,000 and 160,000. Among them, the "price reduction" of A7L is basically more than 100,000 yuan, such as the 2022 Dream Building New Edition, the guide price of this model is 418,700 yuan, and the employee price is only 318,700 yuan.

Up to now, SAIC Audi has not yet had a volume model, under such a premise, "domestic sales" is obviously a last resort to solve the inventory.

However, there are pros and cons, while alleviating the predicament, "domestic sales" have also brought new problems to SAIC Audi, such as positioning.

Although Audi is no longer in the first place of BBA, but in any case, it is still a well-known first-line luxury brand, and such frequent internal price cuts, the outside world will naturally question Audi's luxury attributes, at that time, sales can not go up, the brand tone is scattered all over the place, SAIC Audi is easy to usher in a vicious circle of "price reduction promotion", presumably this is what some people do not want to see.

Of course, as consumers, we are happy to see this kind of "domestic sales" activities, which is also a rare opportunity to pick wool, after all, the vehicles purchased by employees can largely flow into the secondary market in the later stage, after the wave of internal purchase activities in March, there are a lot of "transfer" orders on a second-hand trading platform.

If there are no accidents, after the end of this "internal car purchase activity", there should be a lot of A7L, Q5 e-tron, and Q6 to be taken over.

I have to say that in order to keep sales, SAIC Audi tried its best, but I don't know how much the "domestic sales" curve to save the country means to SAIC Audi, it is good to be able to make a living, I am afraid that I will lose my wife and soldiers, and then SAIC Audi will fall into a more difficult sales dilemma, and then I am afraid that the 3% discount will not be able to pull SAIC Audi back from the edge of the cliff.

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