◠From October 1st onwards, Audi's full line of domestic products began to carry out "first try and buy" promotions: According to different Audi models, the minimum profit from 20,000 yuan, up to 65,000 yuan, the maximum yield up to 15% At the same time, the actual lowest price of domestic Audi announced for the first time exceeded 300,000 yuan. This is the first time that domestic Audi sales in China in 5 years, the first large-scale, full range of preferential price cuts, as the FAW Volkswagen occupying up to 66% in the luxury car market, this An action that undoubtedly shakes the entire Chinese high-end car market is still the most dynamic market in the world. However, this market suddenly changed its face in the summer of this year. The downturn in the auto market has affected various market segments, but among them, the premium car market has been the most affected. On October 8th, FAW-Volkswagen officially announced to the outside world that starting from October 1, its domestic Audi product line will start a “try before you buy†promotional campaign: According to different Audi models, the minimum profit from 20,000 yuan, the highest Up to 65,000 yuan, the maximum yield up to 15%, while the actual lowest price of domestic Audi announced for the first time exceeded 300,000 yuan. This is the first large-scale, full-range discounted price reduction for domestic Audi sales in China in five years. As a FAW-Volkswagen company with a market share of 66% in the luxury car market, this action will undoubtedly shake the entire Chinese luxury car market. Audi price cuts once in place Qin Huanming, general manager of FAW-Volkswagen Automotive Co., Ltd., said: “In the face of a sluggish luxury luxury sedan market, FAW-Volkswagen is responsible for injecting new vitality into this market and enhancing market confidence and activity. This time, Audi's full range of product promotion activities are based on the actual situation of the company itself, taking full account of the market and the consumer's psychological expectations in terms of promotion scale and scale, in order to be in one place. Therefore, in the future a considerable period of time. Domestically, domestically-made Audi will stabilize the current price level after the promotion." On October 11, Li Wu, general manager of FAW-Volkswagen Sales Co., said in an interview with this reporter that the reason why FAW-VW Audi took this action was that There are two: First, China's auto market is relatively sluggish, and the premium car market is greatly affected. Audi's market share in China's premium car market exceeds 66%. At this moment, some practical actions should be taken. Second, China's auto market is now falling prices, despite high-end cars. Different from middle and low-end vehicles in marketing strategy, but cut prices for consumption The change of view of the entire automotive industry, FAW-Volkswagen Audi this action is to eliminate the high-end car market, the phenomenon of holding money, to inject vitality into the low-end luxury car market. This price cut surprised the people in the industry. At the end of last year, an Audi executive made clear in an interview with reporters that Audi would not take price cuts in China, and at most it would upgrade prices without changing the configuration. On the eve of National Day, Some Beijing media interviewed FAW-Volkswagen executives and externally claimed that there are three reasons why domestic Audi does not cut prices. However, this price cut action suddenly came, according to plan, Audi A6 whole series of products to let profit 20,000 yuan sales; Audi A4 whole series of products also let profit 20,000 yuan sales, taking into account the existing Audi A41.8T and 2.4 multitronic (r The "DTM Commemorative Package" (worth 31,000 yuan) and Audi A43.0 quattro (r)'s "European Culture Tour" (valued at about 45,000 yuan), the total maximum value of the Audi A4's actual profit sharing is as high as 65,000 yuan. If the price of the Audi A41.8T automatic file is calculated, the rate of dividends has reached 15%. At present, hundreds of Audi franchised dealers of FAW-Volkswagen throughout the country’s major cities have all advertised and carefully prepared for the “Try Before Buy†promotional campaign. Consumers can go to consult, test, purchase and obtain at any time. Dealer's most professional service. The decline in the sales volume of high-end cars has been sharply reduced This year, due to a variety of factors, the growth rate of car sales in the domestic market has dropped sharply. It is understood that from January to September, the overall growth of the Chinese car market was 16%, which was far lower than last year's increase. The domestic high-end car market with a steady growth of more than 300,000 yuan has seen a certain degree of contraction, and sales from January to September have dropped by 19% from the same period of last year. This has led to an increase in the predicament and competition in the domestic premium car market. Previously, there have been a number of media reports that sales of domestic premium cars have dropped sharply, and manufacturers’ inventories have increased. In this regard, Li Wu said that as the Chinese auto market was very popular last year, manufacturers and authoritative departments are very optimistic about the trend of the auto market, manufacturers to expand production capacity, domestic Audi in the first quarter of this year's performance is still quite good, but the sales into the second quarter will be significantly reduced Therefore, FAW-Volkswagen has adjusted its production and sales plans this year and lowered its sales target for the whole year. At the same time, he also admitted that the existing inventory of FAW-Volkswagen Audi really made him very dissatisfied. According to data provided by FAW-Volkswagen, Audi's sales volume was 36,400 units from January to September this year, of which Audi A6 sales were 30,600, Audi A4 was only 5,800, and FAW-Volkswagen’s total sales target for this year was 300,000, of which Audi For 60,000 vehicles, from the current situation, it is very difficult for domestic Audi to complete this year's target. According to analysis by industry insiders, the promotion has two distinct features: First, this is the first time that the domestic Audi brand and the domestic luxury car market have been substantially and massively promoted for many years, and the adjustment rate is also relatively sufficient. Second, taking into account the value characteristics of high-end luxury car brands, the research and development of high-end car manufacturers, and the cost of localization, the market size and other factors, the price war in the mid-to-low car market is almost impossible here. Therefore, In a considerable period of time in the future, this promotion is likely to become the benchmark of the luxury car market promotion activities. According to reports, as of the end of September this year, domestic Audi A6 and Audi A47 product series, more than 20 models sold more than 177,000 The number of high-end brand cars in the domestic market topped the list; there are 99 Audi brand franchised dealers established according to Audi's global unified standards, and the network covers 64 large and medium-sized cities across the country. Both the scale and the overall service level are high-end luxury cars. The brand's leading position. (Gong Guangjun)
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