Even though the auto market is cold winter this year, many manufacturers still achieved a year-on-year growth of in September on the "Golden September and Silver October". Even strongly rising car companies such as BYD also achieved a year-on-year surge of more than 100%.
Compared with car companies with a bumper harvest, SAIC Audi, which has just been established for more than a year, seems to be in a sales dilemma. In the past September, only 352 units of the A7L were sold, only 41 units of the Q6, and 324 units of the Q5 e-tron were sold. Since the launch of the Sanche, a total of 4,252 units have been sold, less than half a month's sales of popular models.
Embarrassing product matrix
Compared with FAW Audi introduced original global models, SAIC Audi seems to be "leak detection" in model creation. Although the pure electric vehicle model Q5 e-tron was born on the MEB pure electric platform, the naming method plus e-tron gives people the feeling of oil-to-electric . In addition, its product strength is far different from that of pure electric brand models. The A7L and Q6 are one with "four-dislike" and the other with "change the shell of the Touran". Therefore, SAIC Audi has already lost the bottom of the product itself.
Main models A7L and Q6 compared to models of the same price, A7L has lost the essence of the imported A7, and at the same time it has a longer wheelbase. It is positioned as a young and space-demand consumer group, but its price is close to BMW 5 Series and Mercedes-Benz E-Class . The multiple "disadvantages" A7L is naturally strangled in the cradle; and Q6 has a large enough size, and given the advantages between numbers 5 and 7, the pricing is not too high, but "Swap Toon" always gives consumers the impression of being cheap and leek.
Luxury brands have reduced their prices and self-insurance
Audi now has poor sales in China, mainly focusing on mid- and low-end models. The discounts of tens of thousands of yuan have caused their brand influence to decline year by year, and the entire Audi brand cannot support high-priced models. The guide prices of the three models of SAIC Audi are Q5 e-torn (376,500-479,500), A7L (418,700-77,700), and Q6 (459,600-630,600). Even if the A7L was officially reduced by 20,000-41,000 yuan in September, and the pre-sale price of Q6 is 40,000 yuan lower than the pre-sale price, the Audi brand still cannot support a higher price.
Due to the current economic environment, commodity has started a price reduction mode. In addition to the suppression from FAW Audi, even some price-raising models such as BMW Mercedes-Benz and Porsche have also started to reduce prices. The business benchmark S-Class price reduction is approaching 100,000 yuan, and Porsche can pick up the car without forced installation. Under this, the discount for SAIC Audi's models is only adjusted in conjunction with other brands, and has not opened up the actual gap, resulting in its cost-effectiveness not outstanding.
In general, the chaos in product planning and low brand premium are the fundamentals of SAIC Audi's defeat. , SAIC Group , which understands the best Chinese people, thought that it could differentiate from other competitors by relying on "special products", but it never expected that it would end with "smartness is just mistaken by being smart." SAIC Audi, which has been unable to open up an embarrassing situation for a long time, may end up being the luxury brand that has been established to retreat the fastest, which will be an image blow to the entire Audi brand.
