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Recently, according to Tencent Automobile, FAW Audi launched a half-price e-tron campaign for internal employees. According to the pictures exposed, all three e-tron models are sold at half price, a drop of up to 310000. Among them, the price of Audi e-tron50 quattro luxury model dropped from 546800 to 273400, the price of Audi e-tron50 quattro improved model dropped from 585800 to 292900, and the price of Audi e-tron50 quattro special model dropped from 622800 to 314,000.

In response to the authenticity of the news, FAW-Volkswagen employees told the media that there is indeed a 50% discount for e-tron. Those who have only recently joined the internal car purchase Mini Program, there are colleagues around them who have successfully bought cars. At the same time, the employee also revealed that there are no restrictions on the purchase conditions are qualified employees can buy, directly in the employee purchase app to issue an order.

For FAW-Volkswagen e-tron to sell employees at half price, some netizens said: as far as electric cars are concerned, a 50% discount on this car can be considered. Another netizen pointed out: it should be that the sales of the electric version are not good, the inventory is too large, and it is necessary to lose money from generation to generation. In addition, some dealers revealed to the media that FAW-Volkswagen launched this activity to clear inventory probably because of the suspension of e-tron production and the launch of Q6 e-tron.

Relevant data show that the Audi e-tron is Audi's first pure electric momentum production model, which was launched in April 2021 and produced in the FAW-Volkswagen Audi factory in the form of CKD (fully fragmented assembly). The new car is positioned as a pure electric medium-and large-scale luxury SUV, with an official price of 546800 yuan to 648800 yuan, a reduction of 146000 yuan compared with the imported version. Competitors are mainly Tesla Model X and Mercedes-Benz EQCs.

In terms of appearance, there is little difference in the appearance design between the new car and the imported model, using a large-size medium-net shape, with a headlight group full of acute angles and a through taillight group. In terms of body size, the length, width and height are 4901, width and height, respectively, 1935 and 1616 mm, and the wheelbase is 2928 mm. Compared with the previous imported version, the domestic version of Audi e-tron power system has changed. In terms of power, the front and rear axles are equipped with an AC asynchronous motor, the maximum power of the front / rear motor is 156pm 234 horsepower, and the peak torque is 226pm 314 Nm respectively. The battery pack adopts ternary lithium-ion batteries from the Ningde era with a capacity of 96.7kWh. The pure electric mileage of the Ministry of Industry and Information Technology of the deluxe version is 500km, and the pure electric mileage of the Zhenxuan version and the premium version are 465km.

Why do netizens say 50% discount to clear inventory? It has something to do with the poor sales of Audi e-tron market. Since the domestic Audi e-tron listed on the market, its sense of existence in the market is not strong. Relevant data show that Audi e-tron sold 1564 vehicles in 2021 and 781vehicles in 2022. The latest sales in July 2023 were 147, and the cumulative sales from January to July were 376, with an average monthly sales of double digits. According to the sales volume of domestic Audi e-tron, it is not difficult to see that domestic Audi e-tron is unsalable. If you look at it in this context, it may not be difficult to understand the purpose of this official launch.

E-tron series models, as Audi's first pure electric model to enter the domestic market, to some extent, make up for the gap in the pure electricity market. However, the car did not bring growth to Audi's electric sales on the sales side. With the rise of new energy vehicles, Audi's market share has also been reduced to a certain extent, and sales in the Chinese market have also declined. Data show that Audi sold 643000 vehicles in China in 2022, down 8.4% from a year earlier.

The Chinese market plays a vital role in the development of Audi electrification. As for Audi electrification, Volkswagen Group CEO Oliver Blume has said bluntly that the Audi brand is lagging behind its competitors, especially in electric vehicles, and that it will revive Audi's highlight moment in the future. Officials plan to release the Q6 e-tron in 2024, which it says is an electric vehicle based on Volkswagen's PPE architecture and built on the same platform as the Porsche Macan EV.

Of course, as a traditional luxury brand, Audi's fuel cars are widely recognized, but the development in the field of new energy is not ideal. To this end, Audi also announced in July a cooperation with SAIC, which will be based on the SAIC Nebula, a pure electric exclusive serialization platform. It remains to be seen whether the follow-up cooperation between the two sides can accelerate the electrification process of Audi.

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