AutoBeta(AutoBeta.net)05/26 Report--

Some netizens revealed that Audi dealers issued promotional posters, the original guidance price of more than 390000 Q5L, the current reduction of 100000 naked car price has been less than 300000, and also 10% down payment to attract consumers. You read it correctly, the Audi Q5L, which has been on the market for less than a year, is equivalent to the price of selling only used cars. Thus it can be seen that Audi dealers are facing market pressure.

Audi Q5 has always been the benchmark model of medium-sized SUV of luxury brands in China. By virtue of brand influence and large terminal concessions, Audi Q5 has outsold competitors of the same level for a long time. Those years are not only the glorious period of Q5 models, but also the golden stage of Audi brand development in China. Unfortunately, after the replacement Q5L was listed to replace the original Q5 market position, the sales volume of Q5L did not reach the expected level, and there was a wide gap with the market position of the old Q5. Audi immediately lost an absolute sales main model in the Chinese market.

After the replacement of Q5L sales decline is an indisputable fact, by competitors Mercedes-Benz GLC, BMW X3 have surpassed, the market position is not as good as before. According to convention, Audi should come up with a big move to cut prices so as not to make the sales figures so ugly. From the perspective of general market concessions, the price reduction of Q5L is 40-70,000 yuan. However, some dealers break the convention and directly reduce the price by 100000, and the sales price of Q5L market drops to less than 300000.

The terminal price of the model has been on the market for less than a year, which will not only have a negative impact on the brand image, but also seriously affect the price of used cars, resulting in a substantial devaluation of used cars, and the negative evaluation of the brand by users is inevitable.

According to the analysis of the sales data released by the Carriage Association, the three models of the BBA still occupy the main sales position. In April, Mercedes-Benz GLC terminal sales ranked first with 11827 vehicles, up 17% from the same period last year; BMW X3 ranked second with 8707 vehicles; and Audi Q5L ranked second with 6356 vehicles, down 40.4% from the same period last year, far behind Mercedes-Benz GLCs. It is worth noting that the domestic BMW X3 and the replacement Audi Q5L appear on the market in the same period, and the excellent sales volume can be seen the product gap.

From January to April this year, the Audi Q5L was still overtaken by Mercedes-Benz and BMW. Mercedes-Benz GLC sales totaled 44355, up 5.3% from a year earlier, while Audi Q5L fell 27.3% year-on-year to 31456 behind BMW X3.

In the past, the market glory achieved by Q5 has ceased to exist under the oppression of competitors, and even some bleak.

At the beginning of the launch of the replacement Q5L in July last year, Audi decided not to stop production of the old Q5, taking into account the market demand factors. It can be seen that Audi does not have much confidence in the market expectations of the new products. Shi Baitao, general manager of FAW-Volkswagen Audi sales department at that time, said that Audi planned to sell the old Q5 by the end of 2018, and then decide whether to continue to implement the "two generations in the same house" sales strategy according to user demand and market performance.

However, when Q5L completely took over the market position of the classic old Q5, the sales volume declined obviously and was surpassed by the other two competitors one after another, which shows that the products of this generation of Q5L are not accepted by most target consumers.

The launch of Audi Q5L has caused a lot of controversy, in addition to the design is not novel, power configuration does not have many bright spots, the price is also falsely high, relying on longer wheelbase in exchange for more space to attract buyers. More importantly, the AT gearbox and all-wheel drive are gone in this generation.

The transmission has been changed from the previous-generation 8AT to a seven-speed wet double clutch; the full-time all-wheel drive system of Audi's central Tolson type limited slip differential has also been replaced by the timely all-wheel drive of a multi-piece clutch central differential. The selling point of the "little gecko", which was once proud of, has been cancelled, and many netizens have pointed out that it is "reduced."

Relatively speaking, BBA three German luxury brands in the Chinese market, Audi's terminal price decline is relatively large, price competition is Audi's usual means to preserve sales. According to industry data, the average transaction prices of Mercedes-Benz, Lexus, BMW, Audi and Cadillac were 479000 yuan, 433000 yuan, 411000 yuan, 317000 yuan and 299000 yuan respectively in 2018.

From the above data, it is hard to imagine Audi as a first-tier luxury brand. Alternative promotions such as the 100000 drop can be called a price collapse.

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