AutoBeta(AutoBeta.net)09/26 Report--

On September 26, SAIC Audi A7L drove off the SAIC Volkswagen Anting production line, marking the official mass production of SAIC Audi's first model. At the offline ceremony, SAIC Audi also announced the pre-sale price of the new car. Among them, the advance version launched a total of two cars, the pre-price is 67.77-697700 yuan; 55TFSI launched a total of two models, each model provides two styles, the price is 59.97-696700 yuan. In addition, the Audi A7L also launched a preview version of the model, which sells for 777700 yuan. In other words, the pre-price range of SAIC Audi A7L is 59.97-777700 yuan.

At the ceremony of SAIC Audi A7L launch, Dr. Feng Sihan, CEO of Volkswagen Group (China), said: "in the next decade, China's luxury car market is expected to grow from 3.1 million to more than 4.5 million units per year, and become the largest luxury car market in the world. SAIC Audi will focus on user experience and bring more differentiated and complementary products and innovative business models to consumers. "

The Audi A7L, the first SAIC Audi model, made its debut at the Shanghai Auto Show in April. From the point of view of appearance, the biggest difference between SAIC Audi A7L and imported Audi A7 is the cancellation of the slippery-back body design, which lengthens the body according to the needs of the domestic market, and tends to the traditional hatchback shape. In addition, there is not much difference between the domestic model and the imported version. The new intake grille is decorated with horizontal and vertical strips, which is still the traditional hexagonal design of the Audi family, with laser matrix LED headlights on both sides. In terms of size, the length, width and height of the new car are 5076/1908/1429mm, the wheelbase is 3026mm, compared with the imported version of the body lengthened 100mm, wheelbase lengthened 98mm, positioning medium and large cars.

In terms of interior decoration, SAIC Audi A7L continues the interior layout of imported Audi A7, with 12.7inch LCD dashboard, 10.1inch central control screen and 8.6inch air conditioning control panel, as well as heads-up display system HUD.

In terms of power, SAIC Audi A7L 55TFSI quattro is equipped with 3.0TFSI V6 engine, 48V light mixing system, maximum power 340Ps and maximum torque 500N ·m. In terms of transmission, the new car matches a seven-speed double-clutch transmission and provides a quatro four-wheel drive system.

From the pre-price point of view, the SAIC Audi A7L pre-price is 59.97-777700 yuan, with reference to the imported Audi A7 official guidance price of 57.38-704800 yuan, we can see that the SAIC Audi A7L price is more than 20, 000 yuan higher than the imported model. However, the final price announced by general manufacturers will be less than the expected price, but due to power, size and other upgrades, the final price is not expected to be significantly adjusted.

Judging from the current layout of SAIC, it has joint venture brands such as Volkswagen, Buick, Skoda, Cadillac and so on. although it has rich brands, only Cadillac competes with other brands in the high-end market. Audi brand itself has a deep-rooted position in China's high-end market, and it is of great significance to join SAIC. On the contrary, for SAIC-Volkswagen, there are only two brands, Volkswagen and Skoda, and the luxury market is still vacant. With the mass production of SAIC Audi's first model, SAIC-Volkswagen will also usher in a more complete brand camp, including Skoda, Volkswagen brands in the mainstream market and Audi brands in the luxury car market.

As the first SAIC Audi model, the Audi A7L is difficult to have a high market performance. In terms of appearance, the imported version of the slippery-back body has been replaced with a standard hatchback design, which has been complained by many netizens from the very beginning. In terms of price, the final price of SAIC Audi A7L may be higher than or similar to imported models, which may be difficult for consumers who are interested in buying cars. In addition, as a model with a price of more than 500000 yuan, its audience in the market is relatively small, so it is difficult to have a breakthrough in the market.

As for the sales of Audi A7L, SAIC Audi General Manager Jia Mingdysi once told the media that Audi A7L sells 3000 to 5000 vehicles a month, as long as it can do a good job in customer experience. If SAIC Audi pursues volume and leads to a decline in customer experience, which in turn leads to a decline in brand image, the loss outweighs the gain. It said that the Audi A7L positioning C + performance executive cars is higher than the current domestic C-class cars, including Mercedes-Benz E-Class, BMW 5-Series and Audi A6L, but the emergence of Audi A7L is not to seize the market advantage of a certain model. Domestic C-Class cars are on top of the imported car market, while imported cars are a global attribute, not only for Chinese consumers, but also for high prices after various taxes. The Audi A7L is the flagship model of domestic cars at present, and consumers have one more choice between imported cars and domestic luxury cars.

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