Bitauto Original In the recent year 2023, the annual sales of SAIC’s Audi brand reached 30,000 units, of which the sales of the Audi A7L, which is positioned as a large and medium-sized car, exceeded 20,000 units. Especially in December last year, Audi A7L achieved rapid sales growth with 6,281 units in a single month, an increase of more than 121% compared to November, and the year-on-year sales growth exceeded 400%. Today, through our lens, we will take you to the SAIC Audisi Shanghai User Center to see what secrets are hidden behind the sales growth.
Different from the SAIC Audi supermarkets we often see in urban areas, the SAIC Audi West Shanghai User Center I went to this time is closer to the 4S store in our traditional understanding. The SAIC Audi Xiang Shanghai User Center is decorated in accordance with the Audi brand style and integrates a car showroom, customer rest area, and children's entertainment area to create a relaxed and leisure car-buying atmosphere. The follow-up maintenance workshop will also be officially put into use, and will integrate functions such as car sales, after-sales maintenance, genuine spare parts, and second-hand car replacement.
On March 1, the new SAIC Audi A7L was officially launched.The new car includes regular versions and special editions - the Black Warrior version and the RS package racing version. It offers two power versions, 45TFSI and 55TFSI, with a total of 7 different configurations. The guide price range is 418,700-666,200 yuan. In the center of the exhibition hall of SAIC Audisi Shanghai User Center, there is an Audi A7L 55 TFSI RS package racing version. Different from the regular version, the RS package racing version adds a high-gloss black tail wing to the tail compartment on the basis of the dynamic package, forming a streamlined duck tail that highlights the sporty attributes; at the same time, the RS package racing version is also equipped with a 21-inch five-spoke It is equipped with RS-style aluminum alloy wheels and red brake calipers, and the "RS edition" logo is hung on the side skirts under the door, fully demonstrating its different identity from the regular version. In addition, the RS package racing version also has an exclusive Arrow Feather Gray body color, using luxurious and high-end pearlescent spraying method. The gloss level is deep and flexible, releasing a unique and trendy aesthetic.
In terms of interior, the new Audi A7L continues to use the Audi family-style virtual cockpit composed of three LCD screens, a three-spoke flat-bottomed steering wheel and an exquisite electronic shifting mechanism, conveying It has a strong sense of technology. The newly added interior color Shadow Gray in the facelift is also exclusive to the RS package racing version. The sports seats in the car are equipped with Wagner leather seat fabric with diamond diamond contrast stitching and engraved RS Logo. , forming an overall color matching with rich layering. Also worth mentioningYes, the new Audi A7L is the first model in the Audi family to use a four-door RS exclusive welcome light design. As the door is opened, the cold white RS logo will also move.
Perhaps it was because of the continuous rainy days some time ago, or because the day I came was a working day, not many customers came to the store to see the car on this day, and more consumers still chose Watching the live broadcast online, and through the lens of the lady in charge of the live broadcast in the store, most of the shots focus on the Audi A7L. I can realize that the Audi A7L is still the SAIC Audi model that attracts the most attention. After later communicating with the in-store sales consultant, they said that the customer flow will be much better on weekends because their store is located farther from the city than other stores, so the customers they invite over the phone will choose to come over the weekend to view the car and test drive it.
Sure enough, when I came to the SAIC Audisi Shanghai User Center again on Sunday, the bustling crowd looking at cars was a completely different scene from the weekdays. As mentioned before, the sales consultant of SAIC Audisi Shanghai User Center said that the invited customers will come to view the car on weekends, and the final car purchase conversion rate of customers who come to the store to view the car can reach 50%. At first, I was surprised by this conversion rate. When I saw my slightly disbelieving expression, the sales consultant smiled and said: "Probably because our store is far away, most of the people who are willing to accept the invitation to come and look at the car are people with experience." Actual car purchase intention".
Judging from the visits to the store, most consumers come here for the Audi A7L. The editor also briefly chatted with several customers who came to the store to see the car. Some of them came because they recently saw the Audi A7L. Some of those who came to see the car at a discount had already read a lot of inquiries online and decided to experience it in person. Of course, there were also those who were torn between the Audi A7L and A6L. Later, while chatting with sales, I learned that most of these customers who were considering both A7L and A6L came from other brands, maybe from BMW, Mercedes-Benz, or even from Among other more high-end brands, from the overall customer structure analysis, more than 40% of Audi A7L customers are born in the 1990s, which is a customer group under the age of 35. I really didn't expect this, because in my "stereotypical" impression, most of these executive-level car owners are between 40 and 50 years old. Perhaps SAIC Audi chose Xiao Zhan as its spokesperson to broaden the brand's customer base. Great help.
Although more customers who come to the store to look at cars pay attention to the Audi A7L, some also come to look at the Audi Q6. Among them, there are also some "wait-and-see" customers who will take a look at the Q6 after seeing the A7L. After all, so The big "bulk" is difficult to ignore in the exhibition hall. Later, I also asked the sales consultant about the current discounts for the Audi A7L. The sales consultant said that the discount amount varies depending on the model. Before I could continue to ask about the specific discount amount, the sales consultant pulled me to the configuration computer and generously said Fang De showed me the current discounts: 45 TFSI luxury model has a cash discount of 40,000 yuan, 45 TFSI quattro luxury model has a cash discount of 66,000 yuan, 45 TFSI The quattro Black Warrior and Black Warrior PLUS have a discount of 54,000 yuan, the 55 TFSI quattro flagship model has a discount of 88,500 yuan, 2.The 0T RS package racing version has a discount of 55,000 yuan, and the 3.0T RS package racing version has a discount of 81,000 yuan. I saw that the customers who came out of the sales negotiation room all had satisfied smiles on their faces. It seems that this discount is really powerful. At the same time, the above are only cash discounts. In addition, depending on the model, there are free basic maintenance and free car pickup and delivery services. , free basic traffic and other car purchase rights. The specific rights and interests will be "unlocked" by you in the store.
Write at the end:
Are you tempted by such a great discount? There is a saying in recent years, "There is no car that cannot be sold, only a price that cannot be sold." This sentence is very applicable to the SAIC Audi A7L, but it is not completely accurate because it has always insisted on making different products. Based on traditional luxury products, the product is positioned towards a younger and more energetic customer group, winning the resonance of young consumers and gaining their recognition. After several years of hard work, SAIC Audi has become a more personalized luxury brand that emphasizes user experience. Therefore, the discounts of tens of thousands of yuan for A7L are only superficial. I think the efforts made by the SAIC Audi brand at a level that is not easily noticed by consumers are the fundamental reason for the increase in sales.
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