For example, Audi A7L Dream Newborn Edition, Dream Youth Edition and Dream Future Edition all provide employees with a discount of 6,543,800 yuan. Among them, the most entry-level model-Dream Newborn Edition, the official guide price is 4,654,380 yuan+0.87 million yuan, and employees only need 3,654,380 yuan to mention naked cars. In contrast, the bigger discounts are Zhiyuan Streaming Crystal Set, Pioneer Edition and Forward-looking Edition. The preferential range of the three models reached 6.5438+0.6 million yuan, the official guide price was 777.7 million yuan, and the employee car purchase price was only 6.65438+0.77 million yuan.
As the first fuel SUV of SAIC Audi and the largest SUV made by Audi brand in China, the preferential margin of Audi Q6 is also not small. According to relevant data, the discount range of 40 TFSI Guanyun/Yun Qi Yulin suits is/kloc-0.40 million yuan, and the employee's car purchase price is 327,600 yuan and 367,600 yuan respectively, while the discount range of 50 TFSI Guanyun Yulin suits is also/kloc-0.60 million yuan, and the bare car price is 408,600 yuan and 470,600 yuan respectively.
As for the Audi Q5 e-tron, this is the first new energy vehicle put into production by SAIC Audi. The three models participating in employee car purchase concessions are 40 Xingyao model, 50 Glory model and edition one. All three models have a discount of 654.38+006 million yuan, and the minimum employee car price is 250,500 yuan.
In fact, it is not surprising that automobile manufacturers launch employee car purchase promotions within enterprises. Referring to the previous employee car purchase preferential activities, the car purchase preferential range of Audi brand under FAW Group is only slightly higher than the market, with a maximum of 70,000-80,000 yuan, while the preferential range of three models under SAIC Audi basically reaches more than 6.5438+10,000 yuan, with a maximum of 6.5438+0.6 million yuan, which really envies many peers.
According to relevant reports, this employee car purchase qualification includes contract employees and their families of SAIC Volkswagen (including subsidiaries and subsidiaries), and labor dispatch employees and their families. It is understood that the actual situation is that the domestic purchase quota can be sold externally, and the owner needs to sign a transfer contract with the employee and pay the quota transfer fee. After picking up the car, it can be transferred to the owner's name 10- 12 months later. It should be noted that the employee price is the bare car price, and the car pick-up fee is bare car+insurance+purchase tax+fixed fee.
On March 5th, "Automotive Industry Concern" consulted SAIC Austrian customer service as a consumer, and the other party responded that the employee's in-house purchase activity was true and is currently in progress. The customer service said, "We are investigating this situation now." He stressed, "First of all, employee welfare activities are not aimed at the sales market. Only our SAIC employees can participate, and it is not open to ordinary consumers. In addition, not all employees can participate, and it is necessary to confirm with relevant departments such as stores and company personnel whether they are qualified for purchasing. Employees must sign a contract to buy a car and cannot transfer ownership for at least one year. Therefore, welfare activities have not affected the normal market trading environment. "
Regarding the question of whether employees are qualified to resell internal car purchases, the customer service staff said: "If employees are found to be qualified to resell or resell car purchases, we will check it out and deal with it in strict accordance with the company's internal procedures." In addition, the staff denied the problem that "SAIC Audi's new car can't be sold for employees to digest".
Such a large internal car purchase discount can be understood as employee welfare, but it is bound to be linked to its market performance.
In 2022, SAIC Audi launched Audi A7L, Audi Q5 e-tron and Audi Q6 in China, among which Audi A7L, as the first mass-produced model, attracted countless eyes from the moment of exposure and was highly anticipated by the outside world, but its actual performance was terrible. In 2022, the number of insured vehicles was 6 143, of which Audi A7L was 3,765,438+.
On New Year's Day, SAIC Audi adjusted the prices of A7L, Q5 e-tron and Q6. Among them, Audi A7L 45TFSI, except for the 45TFSI S line dream newborn crystal suit, all other models have reduced their prices by 1.3 million yuan, and the latest guide price is 41.87-476,900 yuan, while the official guide price of Audi A6L starts from 4 1.98 million yuan, which is cheaper than Audi A6L.
To some extent, the failure of Audi A7L is a disapproval of the product and the SAIC Audi brand.
The failure of Audi A7L can be traced back to: giving up the soul and positioning strangely. First of all, the imported Audi A7 is called "the most beautiful Audi" because of its frameless door, sliding back shape and coupe body. However, after SAIC Audi made A7 model in China, in order to increase practicality and business type, it actually canceled the soul-moving rear-sliding body design, lengthened the body, and turned a personalized coupe into a traditional car.
Secondly, in order to avoid competition with FAW-Audi, SAIC- Audi aimed at niche markets and special models in China. It is indeed reasonable from the perspective of business plan, but since we have chosen the niche route, we should stick to tonality instead of stepping into the two "consumption pools" of sports and business at the same time. In the process of localization, SAIC Audi turned Audi A7L into "Audi A6L PLUS", while Audi Q6 changed its shell and became SAIC Volkswagen. As a first-line luxury brand, it is really difficult to please China consumers.
In fact, it is not difficult for SAIC Volkswagen to launch Audi brand, but its growth process is really very difficult. On 20 16 1 1 year, SAIC signed a cooperation agreement with Audi, but it was quickly opposed by FAW Audi dealers. In the same month, SAIC and Audi suspended sales network negotiations and held several rounds of small-scale negotiations with representatives of FAW-Audi dealers.
2065438+February 2007, china automobile dealers association Audi Dealers Association issued Sanya Statement, which expressed two meanings: First, it opposed the cooperation between Audi and SAIC; Third, if you want to start a new stove, you can first achieve sales of 6.5438+0 million in 2020; In order to calm the anger of dealers in China, Volkswagen Group directly fired Dietmar Voggenreiter, global marketing and sales director of Audi.
On 20 18, the which Audi project, which was frequently reported as "dissolved", "suspended" and "withdrawn", turned around. Volkswagen transferred the shares of SAIC- Volkswagen 1% to Audi, which laid the foundation for the development and production preparation of the first product in SAIC- Audi plan. At the same time, SAIC Volkswagen is also qualified to produce and sell Audi products. However, the faint flame was quickly extinguished, and the SAIC Audi project entered a 24-month silence period.
In 2020, the progress of SAIC Audi project was accelerated. /kloc-in July of 0/4, Volkswagen and SAIC invested 465,438+300 million yuan to renovate the Shanghai factory to prepare for the production of Audi models. On February 23rd, 65438, China FAW, German Audi and SAIC Group reached an understanding on sales and service cooperation. The general content is: SAIC Audi may not sell vehicles before 2022, and then SAIC Audi can build cars; SAIC Audi can establish its own sales channels, but it must be established by the existing FAW-Volkswagen Audi dealer investors, and the after-sales channels will be unified.
The benefits are evenly distributed, and the progress behind is obviously accelerated. In April, 20021,SAIC Audi A7L appeared at Shanghai Auto Show. In September of 20021year, the first domestic A7L rolled off the assembly line; In June 5438 +2022 10, SAIC Audi A7L began to deliver. Since then, everything of SAIC Audi has become better except sales.
On March 1 day, the official news of Audi China was updated, and Katy Tsang became the Executive Vice President of Marketing and Sales of Audi China, reporting directly to Dr. Wen Zeyue, President of Audi China. In recent years, the executive vice president of Audi China is unstable, and Lu Yi and Zhang Mingxia take turns to go into battle. I just don't know if I can hold my ground and lead Audi out of the trough.
This article comes from the author's concern about the automobile industry. The copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.