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With the increasingly fierce competition in the luxury brand market in recent years, the market response to lower pricing will be greater, just like Audi A4L in the first-tier luxury brand BBA, which is not only lower than Mercedes-Benz and BMW in terms of terminal discounts or pricing, but also remains the highest-selling model in the domestic luxury market. But with the arrival of medium-term revamped models, prices will rise immediately.

A few days ago, the media exposed a pricing table for the new A4L model, according to which the price of the mid-term modified A4L will be set at 30.8-400000 yuan, which is equivalent to the starting price of the model will be more than 20, 000 yuan higher than that of the current model, while the top-matching model will be reduced. This phenomenon means that the starting price of the medium-term revamped A4L model will be higher than that of the BMW 3-Series (29.39-400000 yuan) and lower than that of the Mercedes-Benz C-Class (30.78-474800 yuan). Get rid of the title of the cheapest car in the BBA.

It is worth noting that the rise in the price of new cars is due to improvements in the configuration. Take the most entry-level 35 TFSI fashion dynamic model of the mid-term reform as an example (corresponding to the cash 35 TFSI aggressive model), as many as ten configuration upgrades have been added, including LED headlights often used by Nissan, front and rear reversing shadows, and so on, which have been included in all entry-level models equipped with new entry-level models; and the medium-sized model has also added a four-wheel drive system. Obviously, for the medium-term change of Audi A4L, Audi will focus on the configuration upgrade, from the new car declaration chart, the appearance change is not very big.

Generally speaking, for automakers, the starting price only plays an attractive role, causing many consumers to look at the car against the budget of the starting price, but when actually considering the model, because of the large configuration gap between the low-configuration model and the sub-low-configuration model, the sub-low-configuration model is chosen, so that the entry-level model is not chosen by too many consumers. Therefore, through the adjustment of the current entry model, we can see that Audi mainly adjusts the product strategy for the medium-term modification of A4L, that is, to greatly improve the configuration of the entry model and at the same time improve the tonality of the product to attract as many potential customers as possible.

However, the A4L, as the top seller of luxury models in China, is mainly due to its ability to allow more consumers to cross the threshold of first-line luxury models at lower prices of the same class, and if the price of entry-level models is raised, it is also possible to lose some potential users, resulting in a decline in sales. However, the new car is not yet on the market, and the specific pricing will be announced after the launch.

The appearance of the new Audi A4L is mainly adjusted for the front face and tail, and the overall shape is basically the same as that of the overseas version. The front face will push two styles, which are elegant and dynamic, among which the elegant model is multi-banner style, the dynamic type is smoked black honeycomb style, and the shape of air intake on both sides is different. And the rear design elegant model is more chrome-plated horizontal bar design, the change of taillights is a big bright spot.

In terms of interior, the new Audi A4L basically continues the design of the current model, but the configuration has been upgraded, the LCD dashboard has been upgraded to 12.3in, the central control screen has been upgraded to 10.1in, and the MMI control panel has been removed and changed to a storage box, which is more practical.

The new Audi A4L continues to carry a 2.0T engine and offers three high, medium and low adjustments, but it will introduce a 12V light hybrid system, which is expected in terms of fuel economy. In terms of transmission, the car still matches the seven-speed double clutch gearbox.

The new A4L is expected to go on sale in April this year. With the launch of new cars, there will be a period of climbing, and there will be fewer discounts on terminal prices, while terminal discounts for cash models are expected to be expanded.

According to Audi's official figures, FAW-Audi sold 688888 new cars in 2019. Of these, 630800 domestic models were sold and 58088 imported models were sold. More than 630000 domestic models accounted for 91.6 per cent of Audi's total sales in China.

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