一汽奥迪开启“融合直售”模式 车能更好卖么？

Core Viewpoint - FAW Audi has launched a "fusion direct sales" model to address the challenges faced by traditional luxury brands, aiming to enhance customer experience and brand value [2][3] Group 1: Overview of the "Fusion Direct Sales" Model - The new model retains nearly 600 dealerships while redistributing the roles of manufacturers and channels, achieving "three unifications" and "two freedoms" [2] - National unified pricing eliminates regional price differences and multi-store price comparisons for consumers [2] - A unified platform allows consumers to connect directly with manufacturers, ensuring consistent service standards through the dealership network [2] Group 2: Consumer Experience Enhancements - Consumers can customize their vehicles online in real-time, switching between exterior and interior combinations with instant previews [2] - Optional services such as insurance and decoration are available, moving away from mandatory bundling [2] - Audi has introduced a price protection policy for the Q6L e-tron series to alleviate concerns about depreciation for electric vehicles [2] Group 3: Market Challenges and Considerations - The transparency in pricing may reduce negotiation space for consumers, potentially impacting their purchasing decisions [3] - There are concerns about whether Audi's electric vehicles can compete with domestic new energy vehicles in terms of range and pricing [3] - The ultimate market feedback on the "fusion direct sales" model remains uncertain, and the industry will continue to monitor its performance [3]