Professional Manufacturer of machinery suppliers
Recently, a car blogger broke the news that an Audi 4S store launched a “buy a car and send a car” promotion. The pictures posted on the Internet show that there is a billboard above the Audi A8L show car in the exhibition hall of an Audi 4S store, which reads “Buy a new Audi A8L and get an Audi Q2L”. Judging from the shooting angle and the glass door handle on the right side of the picture, it may have been taken for the staff of the 4S store, which was later circulated on social media, causing heated discussions. Professional Manufacturer of machinery suppliers
According to Audi’s official website, the market guide price of the current Audi A8L is 829,800-1,954,800 yuan, while the official guide price of the Audi Q2L is 228,800-268,800 yuan. That is to say, if the direct gift of Audi Q2L is converted into cash, it is equivalent to about 200,000 yuan cheaper to buy Audi A8L. Of course, the official website shows the official guide price. Audi A8L also has a certain discount margin in the terminal market. The 2.0T version and the 3.0T version are discounted by about 100,000 yuan, and the highest equipped 4.0T version is about 200,000 yuan.
From this point of view, the promotion of “buy a new Audi A8L and get an Audi Q2L” is still relatively cost-effective. As for the conversion of the cash discount into a gift of Audi Q2L, it is more of a marketing gimmick, but this is not a bad thing for Audi. After all, the sales volume of Audi Q2L is also very general. This way can also increase the overall sales volume. Level. Of course, the wealthy are only a small part, and only how many people can afford an Audi A8L and are willing to buy an Audi A8L, which is another level of question. Professional Manufacturer of machinery suppliers
In the end market, the price of the Mercedes-Benz S-Class and BMW 7-Series is much firmer than that of the Audi A8L, but even so, sales are still higher than the “big sale” Audi A8L. According to the number of insurance coverage, the cumulative sales volume of Audi A8L from January to August 2022 was 7,090 units, a year-on-year decrease of 35.9%, while the sales of the old rivals Mercedes-Benz S-Class and BMW 7 Series were 17,387 units and 9,703 units respectively. Those who fell 38.89%.
In fact, the promotion of “buy a car and send a car” is not an exception. A few years ago, a Volkswagen imported car dealer made a marketing gimmick at the auto show site, “the boss is not there, sell all the products, buy the Phaeton and give away 730,000 yuan Touareg”, which also caused a heated discussion in the market at that time. After all, the Phaeton was built on the Audi A8 platform. As the benchmark for top luxury cars such as Mercedes-Benz S-Class and BMW 7-Series, due to their high prices but low brand recognition, their sales in domestic and overseas markets are not impressive. In the end, they can only be “promoted” in this way.
As a first-tier luxury brand, Audi’s preferential margin in the terminal market is higher than that of Mercedes-Benz and BMW. Take Audi A4L, BMW 3 Series and Mercedes-Benz C-Class as examples. Among the three models, Audi A4L generally has a discount of 50,000 to 60,000 yuan in the terminal market, while Mercedes-Benz C-class has a discount of about 40,000 yuan, while BMW 3 Series has just been remodeled in the mid-term. Soon, the current discount rate in the terminal market is relatively small, basically within 20,000 yuan. Professional Manufacturer of machinery suppliers
In 1988, Audi officially entered China, becoming the first first-tier luxury car brand to enter China. In 1999, Audi launched the extended version of the Audi A6. The strategy of lengthening was because most Chinese luxury car consumers sat in the back row, which enabled Audi to have a huge group of luxury car consumers in China. For many years after that, Audi has maintained the top sales position of high-end cars in China for a long time.
In recent years, Audi has gradually gone downhill. In 2017, Audi was surpassed by Mercedes-Benz. In 2019, BMW overtook Mercedes-Benz and Audi to become a first-tier luxury brand in China, and Audi was at the bottom of the Big Three. So far, the “ABB” pattern has completely changed to “BBA”.
Since the beginning of this year, under the influence of factors such as lack of cores and the epidemic, the overall sales of BBA are not optimistic, but the decline of Audi is more serious. Data show that in the first half of this year, BMW and Mercedes-Benz sold 378,700 vehicles and 355,800 vehicles in the domestic market, down 23.3% and 24.1% year-on-year, while Audi sold 317,000 vehicles, down 31.9% year-on-year. Obviously, compared with BMW and Mercedes-Benz, Audi is becoming less and less competitive, and faces a more severe competition situation than BMW and Mercedes-Benz. Professional Manufacturer of machinery suppliers
Under the continuous cold winter of the auto market, the auto industry is ushering in a moment of change. Compared with the rising sales of new energy vehicles and emerging new energy vehicle companies, fuel vehicles and traditional car companies are somewhat “front wave”, which is a little lonely. . At present, the traditional luxury car market where BBA is located is also under attack. New car manufacturers such as Tesla and Weilai are using new energy vehicles to develop high-end vehicles. Even traditional car companies such as Geely and BYD, which represent close to the people, are also taking advantage of the launch. New energy vehicles launch an impact on the high-end market. In such a competitive situation, Audi, whose sales volume is at the bottom of the BBA, is even more embarrassing. Professional Manufacturer of machinery suppliers。