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2019 can be said to be a cold winter for the auto industry, and car sales fell for the first time in 18 years. Many car dealers have also seen losses and inventory pressure on cars, and as the downturn in the car market deepens, sales of first-tier luxury brands do not seem to be good this year. For example, after going through the baptism of "leukemia" time, Audi has recently had some problems at the sales and market level.

At the 2019 Chongqing Auto Show, which opened today, it can be found that Audi Pavilion has pushed a lot of price reduction activities to promote sales. Audi A4L, Q5L and A6L, including three best-selling models, have a cash discount of 3-67800 yuan, while the discount range for imported models is even higher, with the highest discounts of A8L and Q7 reaching 140000 and 150000 respectively.

The official guiding price of Audi A4L is 28.68-401800 yuan. After the discount, the price is reduced to 239800 yuan, which is similar to that of Volkswagen Maiteng high-end models. The discount range of Audi Q5L is the largest among domestic models, reaching 67800 yuan. The starting price of the new car also dropped from 382800 yuan to 315000 yuan, compared with the same class competitor BMW X3, Mercedes-Benz GLCL price advantage is very obvious. The new generation Audi A6L, which has been on the market for less than half a year, also offers a discount of 30, 000 yuan, with a starting price of less than 400000 yuan.

The total sales of Audi ranked behind Mercedes-Benz and BMW in April 2019. In specific models, the Audi A6L lagged behind 10723 of BMW's 5-Series and 12504 of Mercedes-Benz E-Class with a score of 6833. At the same time, Audi Q5L has sold 6356 units a month, lagging behind 8707 of the BMW X3 and 11827 of the Mercedes-Benz GLC. As Audi's two top brands in the Chinese market, the decline in sales of the A6L and Q5L and the same class of products that lag behind Mercedes-Benz and BMW are really not good news for Audi.

The national six emission standards will come into effect in most provinces and cities from July 1, when the national five models will depreciate and there will be problems that they cannot be licensed, so many car dealers will try their best to get rid of inventory. Many models will have substantial price cuts and preferential activities, but some of them are also due to sales.

This year's Chinese car market is really surging, many once powerful brands collapsed overnight, for the current Audi brand, although firmly in the line-up of luxury brands, but Q5L, A6L two ace new car sales are not ideal, lagging behind Mercedes-Benz and BMW. Coupled with the "interference" of some non-market factors, Audi needs to think about its own positioning and planning.

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