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When it comes to luxury brands, the first thing that comes to mind is BBA-class models. The sales of these three brands in the Chinese market are obvious to all, but the sales of some models under these brands are very poor, and they are sold at sharply reduced prices. Audi e-tron is one of them.

Recently, there has been a sharp price reduction of Audi e-tron on a second-hand trading platform, with a price reduction of more than 300000 yuan.

It is understood that Audi e-tron is Audi's first pure electric SUV, the new car officially launched on November 18, 2019, a total of three models, the official guidance price is 69.28-800800 yuan, of which Audi e-tron 55 quattro Fashion Edition is the lowest model. From the perspective of information, the brand price of Audi e-tron 55 Quattro Fashion Edition brand new bag is 368000 yuan, which is more than 300000 yuan lower than the manufacturer's guiding price. For a luxury car priced at nearly 700000 yuan, it is unlikely to directly reduce the price by more than 300000 yuan, and it is speculated that the car has already been licensed.

Audi e-tron 's sharp price reduction has a lot to do with its current situation in the domestic market. Although Audi has not officially released the exact sales of the car, the huge discounts offered by the dealers also show that sales of the car in the domestic market may not be satisfactory.

"now there is an almost 15 per cent discount," said a sales consultant at an Audi 4S store in Shanghai. "the entry-level model on display in the store costs 692800 yuan, and after the discount is about 580000 yuan, the discount is more than 100000 yuan." The sales consultant said frankly, "the discount is still helpful to sales. Now we can sell three or four hundred units a month, but even so, it is very difficult for e-tron to sell."

Sluggish sales are one of the main reasons for the price reduction, and the other is that the model is about to be made in China, which will be slashed to clear inventory and make way for China.

According to the declaration information released by the Ministry of Industry and Information Technology, the domestic Audi e-tron is consistent with the imported version in appearance, with a large-size medium net shape and a sharp headlight group to enhance the momentum of the front face. The design of the front enclosure does not change much in structure, but a matte silver decoration is added. In terms of body size, the length, width and height of the domestic Audi e-tron are 4901mm/1935mm/1640mm, and the body height is higher than that of the imported model 12mm.

The interior decoration will also be consistent, using Audi's latest design language, equipped with double LCD screens, and an air conditioning adjustment touch panel below the air conditioning outlet to enhance the sense of technology in the car. In addition, the domestic version of the model also uses a new style of sci-fi style electronic block handle.

In terms of power, the front and rear axles of the new car are equipped with an AC asynchronous motor, the maximum power of the front motor is 156 horsepower, the peak torque is 226 Nm, and the maximum power of the rear motor is 234 hp and the peak torque is 314 Nm, which is different from the power parameters of the imported model.

The competitive models of domestic Audi e-tron, including Xilai ES8 and Mercedes-Benz EQC, are both luxury medium and large pure electric SUV products.

Audi sold 474745 vehicles in the first three quarters, up 10.49 per cent from a year earlier, according to the data. Audi is currently the main selling models are A4L, A6L and Q5, the sales of these three models are maintained at more than 10,000 vehicles, maintaining the overall sales level of the Audi brand. Although Audi's sales continue to grow, its share in the pure electric field is very low, and new energy vehicles are still an important area for Audi to speed up its layout.

An automobile analyst said, "traditional brands may be very familiar with making cars, but they still need to explore and accumulate experience in the field of new energy." At present, many traditional car companies are still using traditional thinking to make new energy vehicles, which are too traditional in design, product configuration and pricing, and this trend may gradually change in the future. "

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