If you want to buy a 6/7-seat Audi SUV, at least choose the Audi Q7 of 688,800 yuan, and in the era of electric vehicles, you want to buy a 6/7-seat Audi medium and large SUV, the price has dropped by 288,800 yuan, because saicus Audi Q5 e-tron has announced the pre-sale price, 40.00-52.00 million yuan, it is all standard with 2+2+2 6-seat layout, the level is also a medium and large SUV, seemingly cost-effective, in fact, it is and Volkswagen ID.6 X with the platform to create, considering the Volkswagen ID.6 X 23.98-33.58 million yuan price range, Audi Q5 e-tron pre-price is at least 160,000 yuan more expensive, is it just a change of Audi logo? Is the Audi car worth 160,000?
In fact, when Audi prices the model, it has "idol baggage", and this "idol baggage" is quite heavy! It must not only reflect the tonality of luxury brands, but also consider user feelings, but also form price competition with competing models, subject to a lot of constraints, high pricing is not easy to sell, low pricing will also affect the brand premium ability, and even make the positioning of the entire brand damaged, this kind of "excellent tradition" from the fuel vehicle "inheritance" is also "rooted" in the field of electric vehicles. Therefore, many people say that a BBA car logo is worth 100,000 is not empty.
Some people also say that once luxury brands vigorously develop new energy vehicles, there is no new force of car building, now Mercedes-Benz, BMW, Audi have accelerated the "pace" of research and development and launch of electric vehicles, they have also launched a large number of electric vehicles to seize the market, through the sales point of view, BBA's electric vehicles have not won the favor of consumers, in terms of sales is also lackluster, consumers still prefer new energy vehicles launched by new car-making forces, such as the ideal ONE, Tesla Model Y, Xiaopeng P7, The sales of models such as the WEIC EC6 are considerable, why are consumers no longer superstitious about BBA? I guess the high price is one of the main reasons.
In the era of fuel vehicles, BBA relies on the core technical advantages on the engine, gearbox and chassis suspension, with performance, durability, tranquility and owner service to form its own brand advantages, not only reflected in the "car logo value of 100,000", but also mastered the pricing power of the market, their models are expensive and reasonable, after all, BBA's soft value in brand, service, design and other aspects is by no means comparable to ordinary overseas brands. But in the era of new energy vehicles, everything has changed, BBA's advantages in the "three major pieces" no longer exist, everyone is on the same starting line, the difference between "three electric" technology is not big, and even because the BBA has a short time to develop new energy vehicles, there is no advantage in technology, but they still hold "idol baggage" pricing, want to rely on the brand premium ability to get consumer recognition, which is like "graben", sales are enough to prove that BBA in the new forces of the same car "confrontation" There is no benefit in the process.
Consumers do not recognize BBA's electric vehicles, there is another important reason, in addition to their expensive prices, even the market pricing power of new energy vehicles have been transferred, BBA no longer controls the market pricing power. So, who controls the market pricing power? In the era of fuel vehicles, BBA has its own core technology in terms of "three major pieces", they master the market pricing power, the same reason, in the era of new energy vehicles, who has the core technology of the "three electric system", who has mastered the market pricing power, and in the "three electric system", the power battery occupies a large cost of a car, the price of the battery that originally appeared is more expensive than the price of buying a new car, not "urban legend", because the car price contains multiple subsidies, remove the subsidy, The price of the car is basically the same as the power battery (100,000 class electric vehicles). For example, the cost of the battery is 100,000 yuan, then the price of this car can not be less than 100,000 yuan, if the battery drops to 50,000 yuan, it is equivalent to the cost of building a car fell by 50,000 yuan, therefore, the price of electric vehicles who decides, needless to say, right?
Especially at this stage when upstream enterprises are grabbing mines and downstream car companies are grabbing production capacity, the bargaining initiative of high-quality batteries is not in the hands of BBA, but in the hands of head suppliers.