The car news that everyone sees now may be swiped by new energy many times. has even been swiped by technology companies recently, and Xiaomi and Huawei are louder than the other.
The voices of traditional brands, especially traditional luxury brands, seem to have faded a lot. There is even a voice in the market that "foreign brands are no longer good, and China is rising". We can be confident, but we must not be conceited in the face of a little achievement. Those so-called traditional brands, are they really lonely?I don't see it. Take a closer look at the sales, and it is not an exaggeration to describe it as "making a fortune with a muffled voice". For example, SAIC Audi A7L, which has been complained about in terms of sales before, has been rising in recent months, and in November 2023, the sales terminal data of Audi A7L ranked first in the sales volume of 700,000 frameless medium and large luxury sedan segments;Judging from this growth trend, the Audi A7L will reach a new level of monthly sales of 4,000 in December. And driven by the A7L, SAIC Audi's Q5 e-tron and Q6 models have significant **, and the year-end sales of the three models are expected to exceed the 30,000 mark, which is expected to increase by more than 400% year-on-year.
After experiencing impetuous new energy and exaggerated marketing, what finally precipitates must be the product power itself. When the leeks are harvested one by one, everyone will eventually return to the essence of the product and choose those products that have been recognized by time.
After many test drives of the Audi A7L by different of us, the unanimous conclusion is that it is definitely a good car, and it is only temporarily buried by the noise of the market. It's just that I didn't expect this reversal to come so quickly. At a time when the growth of luxury brand C-segment vehicles is weak, SAIC Audi has increased by more than 200% year-on-year from January to November 2023.
Especially after SAIC Audi launched a series of targeted marketing that focuses on users' high-end travel needs and spiritual value pursuits. For example, we will continue to launch a number of special edition models in luxury brands, and market luxury brands to younger people. Let everyone have more brand identity on top of product power.
Let's go back and talk about what is the attraction of the Audi A7L's product power?
Avant-gardeTrendy design aesthetic.
The design of the Audi A7L is definitely unique among luxury brands. It is almost the only car in its class to feature a frameless door design. Moreover, the body color and the launch of the special edition model have made this model that everyone will feel that the old-school consumption level has more youthful vitality. I think a large part of the increase in sales also comes from the elite young people who have successful careers.
Exceptional driving experience.
I used to drive a BMW, sit in a Mercedes-Benz, and technology Audi is everyone's inherent impression, but in recent years, this trend seems to have been exchanged by everyone. At the driving level, Audi's performance in recent years has been remarkable. Especially on the A7L, 30T V6+48V mild hybrid, 000 acceleration 56 seconds, that's pretty much the only 3 you'll be able to buy in this class at the momentThere is also a 0T model, and there is also an air suspension and the famous quattro. In terms of driving, the Audi A7L brings more fun than the 5E.
Technology is the true color, and the true color is better.
Audi's digital virtual cockpit is the first to bring 3-screen linkage into the luxury brand. With the 5G V2X smart city connectivity technology, the Audi Connect mobile connectivity system can be connected to a variety of in-vehicle applications, and the entire cockpit has become more intelligent and technological. After the cooperation with SAIC, the intelligent network layout has also given the Audi A7L more imagination space in the future.
After everyone gradually realized the value of the product brought by the Audi A7L, SAIC Audi's marketing had to keep up in order to catch up with this wave of consumer traffic. I think they have put a lot of thought into it compared to other luxury brands, such as paying more attention to the user's experience. At the end of 2023, they will open the year-end pet fan festival, providing diversified forms of user experience, such as: ** activities, to enter the store to check in, model preview, etc., which is very helpful to enhance the stickiness of users and make the brand value of luxury brands more vivid and down-to-earth.
In 2024, in addition to the traditional launch of various special edition models, the A7L will also receive a mid-term facelift, and SAIC Motor and Audi signed a cooperation agreement in July 2023 to expand the layout of intelligent and connected electric products. All this could make the SAIC Audi A7L the first champion of the growth of the luxury C-segment car market.
Therefore, we really don't think that traditional luxury brands have no power to resist in the face of the new forces now, they are relying on their accumulated experience, accumulating steadily, and taking advantage of the trend, and the competition in the automobile market is far from the end. The winners and losers left at the tables are still inconclusive. Doing a good job in products, doing a good job in communication, and truly reaching consumers' cognition is what a long-term brand should do, and the track is still very long.