奥迪的中产神车，跌到13万多了

Core Viewpoint - The article discusses the significant price reductions in the luxury car market, particularly focusing on brands like Audi, BMW, and others, as they struggle to maintain sales amidst the rise of electric vehicles and changing consumer preferences [4][10][22]. Group 1: Price Reductions and Market Dynamics - Luxury car brands are experiencing drastic price cuts, with Audi A3 being advertised at prices as low as 12.49 million yuan, leading to comparisons with lower-end vehicles [7][17]. - The article highlights the emotional impact on existing car owners who purchased vehicles at higher prices, now facing depreciation and feelings of being undervalued [20][24]. - The overall sales figures for Audi show a decline, with global sales expected to drop by 11.8% in 2024, indicating a broader trend of struggling luxury brands [22][30]. Group 2: Consumer Sentiment and Brand Perception - The frequent price changes are likely to damage the brand image of luxury car manufacturers, as consumers may perceive them as lower quality or less prestigious [26][28]. - The article notes that traditional luxury brands are at risk of losing their market position as new consumer preferences shift towards technology and smart features over traditional luxury attributes [31][32]. Group 3: Strategic Responses from Luxury Brands - In response to market pressures, luxury brands are adopting strategies such as partnerships with technology companies like Huawei to enhance their offerings [39][40]. - The article mentions the importance of localization in production and technology to better meet the demands of the Chinese market, with brands like Lexus investing in local manufacturing [44]. - Financial strength is highlighted as a key advantage for traditional luxury brands, with BBA (BMW, Benz, Audi) planning to invest over 350 billion euros in 2024 to support their transition and innovation efforts [47].