After cutting the price by 100,000, the Audi A7L is finally not ugly, and the sales volume can catch up with the E-class and 5 series

Zhiyi Auto / Chen Yi

There is a saying in the Chinese auto market: "There is no car that cannot be sold, only the price that cannot be sold", and now, SAIC has once again verified this truth with practical actions, and the initiator is the Audi A7L.

Just some time ago, the price of Audi A7L was reduced, and the range is not small: the 2024 45TFSI S-line Dream Building Crystal Set with a guide price of 418,700 yuan has been reduced to 378,700 yuan on a professional car website, and in some dealers, the price of the naked car can even reach 327,200 yuan, and the 2024 45TFSI quattro S-Line Black Warrior Edition with a guide price of 478,700 yuan has a landing price of only about 420,000 yuan.

This kind of sincerity is enough to put "cost-effective" on the public screen.

After this battle, the sales of Audi A7L ushered in a strong rebound, and in December 2023 alone, 6,281 units were sold, and the gap between Mercedes-Benz E-Class and BMW 5 Series, which have an average monthly sales of more than 10,000 in the same class, is getting smaller and smaller.

In fact, due to the cancellation of the fastback shape and rear wing, the Audi A7L, a sedan version of the executive sedan, has been controversial since its launch, and many people bluntly said that it has "lost its soul", and as a result, the sales performance of the Audi A7L has not been as expected for a long time in the past.

Now that SAIC has waved its hand, the attitude of Chinese car owners has immediately turned cloudy. On the Internet, many people shouted "Audi A7L is really fragrant", and some ridiculed "More than 400,000 Audi A7L butts are ugly, but more than 300,000 Audi A7L is beautiful overall".

You see, as long as the price is in place, there is no impossible deal.

Having said that, in fact, Audi A7L itself is very capable of playing: on the one hand, the appearance of Audi A7L is difficult to find opponents, and those mainstream sedans in the same class are either too daddy or too business-like; on the other hand, most of the models of Audi A7L are equipped with the iconic quattro four-wheel drive system, the so-called "no quattro, no Audi", at least in terms of power specifications, Audi A7L is quite solid.

It is worth mentioning that the reason why the Audi A7L can successfully "exchange price for volume" is due to the A6L next door. Strictly speaking, many Chinese car owners buy Audi A7L when they take A6L as a reference, on positioning, configuration, size, design style, Audi A7L is half a head higher than A6L, in the past limited by "cost performance", many people will shop around and turn to the arms of A6L, now the times are changing, A6L has naturally become an abandoned person.

The counterattack in sales of the A7L is certainly a good thing, but some people are worried that this operation will shake the high-end positioning of the A7L? In the future, will SAIC Audi take the route of "perennial discounts" like Cadillac?

At present, SAIC Audi has only three models on sale - the A7L, the Q5 e-tron and the Q6, and in terms of sales, there is still a lot of room for improvement in the performance of all three models. In other words, in the increasingly involuted Chinese auto market, SAIC Audi's first priority is to "maintain sales", because only in this way can it survive.

Therefore, "exchanging price for quantity" is not a matter at all in the eyes of SAIC Audi, in a sense, even if the price butcher knife is raised, SAIC Audi should not frown too much.

For consumers, this is not worth mentioning at all, after all, the more SAIC Audi cuts prices, the more consumers will benefit, and the more convenient it will be to buy, and the sales performance of the A7L in the past two months is enough to tell the problem.

Write at the end:

With the rise of domestic brands, the halo of joint venture brands in the Chinese market has been decreasing in recent years, so "price reduction" has become a choice that many joint venture cars must do, even luxury brands can not be an exception, there is Mercedes-Benz E-class in the front, BMW 5 series in the back, and now it is finally the turn of Audi A7L. No one knows for sure when this trend will end, but it is certain that the Audi A7L will not be the last to "cut prices".

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