As we all know, Mercedes-Benz, BMW, Audi, the three top luxury brands, also known as "BBA", have been neck and neck for a long time in the past. In recent years, Audi seems to have been unable to do so, and in the competition between Mercedes-Benz and BMW, Audi has gradually been left behind, and it is about to be reduced to a second-tier luxury car.
Audi has lagged behind the times, and it can be seen from the sales volume that in 2020, Mercedes-Benz BMW and Audi will sell more than 700,000 units in China, with a small gap, and in 2022, Mercedes-Benz and BMW will sell more than 700,000 units, while Audi will fall to 6360,000 units, becoming the largest among the three major brands, with a decline of 92%。
From 2023, the gap between Audi and Mercedes-Benz and BMW is getting wider and wider, and Audi sold only 40,000 units in February, down 31% year-on-year;Mercedes-Benz and BMW sold 58,000 and 55,000 units respectively, and the gap between the two is very obvious, and Audi is no longer the Audi that can compete with Mercedes-Benz and BMW.
Enterprises are always pursuing innovation, and it is rumored that BMW has invested tens of millions of dollarsLeading the tide appRecently, it has been on the hot search many times.
Previously, many netizens found out,The anchor has thousands or even tens of thousands of all kinds of AJ trendy shoes, green water ghosts, big goose down jackets, etc., which are all robbed with less than 200 ** on the leading tide. As a result, Lingchao was boycotted by several giants in the name of "malicious competition", but users didn't care about this, and left messages in the comment area: Two or three hundred yuan can enjoy the first-line high imitation of the quality of the counter, I suggest that there is more such "malice"!
I have to say that whether this move is a normal expansion of the enterprise or its seizure of the blue ocean, we still have to wait and see. 
Looking at the gap between the three major brands, as we all know, the price of Audi is tens of thousands cheaper than Mercedes-Benz and BMW. The data shows that in 2022, the average domestic selling price of Mercedes-Benz will be 500,000 yuan, and that of BMW will be 4090,000 yuan;As a first-tier luxury brand, Audi has an average selling price of only 3170,000 yuan, less than second-tier luxury brands such as Volvo and Lincoln.
Audi is the first German luxury brand to enter the Chinese market, both in terms of brand awareness and sales, it is much higher than Mercedes-Benz and BMW, and Audi has only begun to be surpassed in recent years. Many people feel that Audi has been defeated by the new forces, although Tesla and the new domestic forces occupy a large share in the high-end market, but Mercedes-Benz and BMW are not as popular as Audi, which can only be said that Audi itself has problems.
Audi's current problem is not in product strength, but in the unclear brand positioning, and the brand influence is also declining. Audi from the beginning of the "official car", to the later high-tech, and then to the current technology, is no longer applicable, Audi is proud of the LED headlights and electronic cockpit, have become a child's tricks. Today's Audi is difficult to give people a clear and clear impression, but the luxury atmosphere of Mercedes-Benz and the handling of BMW still leave an indelible mark in the hearts of consumers.
A luxury brand, if there is no clear brand positioning, it is equivalent to losing the soul, and the brand value will naturally be greatly reduced, so in order to maintain its position in the luxury brand, Audi has adopted a strategy of price reduction. At present, Audi's highest-selling models are Audi A4L and Audi A6L, of which Audi A4L offers more than 80,000 yuan and Audi A6L offers more than 100,000 yuan. Such a large price reduction is tantamount to drinking to quench thirst, and in the long run, not only will sales decline, but the brand image will also be affected, which is why Audi's brand image is damaged.
At present, although Audi is still in the ranks of first-tier luxury brands, its second-tier brand status has gradually emerged, and backwardness is already a sure thing. In the future, Audi will face even greater challenges as the electrification process advances, and the next step to consider is how to maintain the brand image of Audi and how to transition to electrification.