Audi台灣經營到底出什麼問題 - 價格

By Daph Bay
at 2022-01-07T20:45
at 2022-01-07T20:45
Table of Contents
身為業內人士 常常會跟奧迪業務聊天
提供一下奧迪業務的想法好了
大部分都是認為公司的產品規劃編程太尷尬
雙B在台灣都是以現車為銷售主力
也就是說台灣的配備 都是經過調查前端銷售狀況 然後在年式變更時抑或月份做微調
因為真的等車選配的車主 佔比還是不高
撇除幾年前大量領牌車讓二手價崩盤 老車主不開心這件事 就純從產品規劃去看
以A4 avant 這個車型來說 比較常被拿來比較的就是G21 3 touring
如果a4 avant 要搶3的市場 勢必得在同價格的情況下配備再給多 或是在主力車型(40TF
SI) 設定的更便宜
但avant的s line只有外觀 無內裝 但g21是內外都m Sport
如果到高規車型 45TFSI 這個級距主要TA就是奧迪舊車主了 但車主普遍的反應是…
「竟然沒有天窗 還要選配」
「喇叭只有10支….b&o呢?」
「鋁圈18而已 比對手還小」
…等
我上上週去找同行試Etron Gt時 有上Q5把玩了一下
很多細節是真的做的很好 像按鍵阻尼 燈光設定 提示聲 這些小地方 但這些地方初次賞
車的消費者其實不太留意
他們更在意鋁圈尺寸 音響有沒有貼牌 內裝材質好不好顧 外觀有沒有運動套件 這些
內裝座椅竟然是皮跟布這種台灣人最不愛的 而當時x3 X4都是全真皮了
而我自己開SQ5的客戶也是同樣材質 他也十分介意 都300多萬的車了還給他這個內裝
當然配備不是要什麼都勾去墊高成本 不過只要想要有好的市場表現 一定要勾台灣人愛的
全透氣皮跟真皮/織布(麂皮) 台灣人愛前者
Sline 要給就內外都有
胎圈尺寸最容易吸引第一印象的 大一點總是好事
然後就是產品分類分太多 消費者都是選擇困難的
前陣子大改款a3上市我看洋洋灑灑7個版
這只會讓前端銷售事情更雜 尤其購買豪華品牌都需要一定的衝動
如果沒有一眼容易選擇的版本還要勾東勾西
最後十分容易涼掉 沒有客人愛等車的啦
奧迪本身產品是很棒的 但希望規劃產品跟制定價格的人可以再多去了解一下前端銷售的
想法
而不是覺得自己勾的是獨具慧眼
因為奧迪除了同樣豪華品牌 的2B1L
對手還有VW SKODA這些….
--
提供一下奧迪業務的想法好了
大部分都是認為公司的產品規劃編程太尷尬
雙B在台灣都是以現車為銷售主力
也就是說台灣的配備 都是經過調查前端銷售狀況 然後在年式變更時抑或月份做微調
因為真的等車選配的車主 佔比還是不高
撇除幾年前大量領牌車讓二手價崩盤 老車主不開心這件事 就純從產品規劃去看
以A4 avant 這個車型來說 比較常被拿來比較的就是G21 3 touring
如果a4 avant 要搶3的市場 勢必得在同價格的情況下配備再給多 或是在主力車型(40TF
SI) 設定的更便宜
但avant的s line只有外觀 無內裝 但g21是內外都m Sport
如果到高規車型 45TFSI 這個級距主要TA就是奧迪舊車主了 但車主普遍的反應是…
「竟然沒有天窗 還要選配」
「喇叭只有10支….b&o呢?」
「鋁圈18而已 比對手還小」
…等
我上上週去找同行試Etron Gt時 有上Q5把玩了一下
很多細節是真的做的很好 像按鍵阻尼 燈光設定 提示聲 這些小地方 但這些地方初次賞
車的消費者其實不太留意
他們更在意鋁圈尺寸 音響有沒有貼牌 內裝材質好不好顧 外觀有沒有運動套件 這些
內裝座椅竟然是皮跟布這種台灣人最不愛的 而當時x3 X4都是全真皮了
而我自己開SQ5的客戶也是同樣材質 他也十分介意 都300多萬的車了還給他這個內裝
當然配備不是要什麼都勾去墊高成本 不過只要想要有好的市場表現 一定要勾台灣人愛的
全透氣皮跟真皮/織布(麂皮) 台灣人愛前者
Sline 要給就內外都有
胎圈尺寸最容易吸引第一印象的 大一點總是好事
然後就是產品分類分太多 消費者都是選擇困難的
前陣子大改款a3上市我看洋洋灑灑7個版
這只會讓前端銷售事情更雜 尤其購買豪華品牌都需要一定的衝動
如果沒有一眼容易選擇的版本還要勾東勾西
最後十分容易涼掉 沒有客人愛等車的啦
奧迪本身產品是很棒的 但希望規劃產品跟制定價格的人可以再多去了解一下前端銷售的
想法
而不是覺得自己勾的是獨具慧眼
因為奧迪除了同樣豪華品牌 的2B1L
對手還有VW SKODA這些….
--
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