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July 31,AudiThe new A6 e-tron was released. This model, which is regarded as the representative of the new generation of electric cars of luxury brands, was criticized by consumers as soon as it was released.

Although it uses the new PPE pure electric platform, has an 800V architecture, and has a 100kWh large battery pack, the performance is quite fierce. But the focus of everyone's attention seems to be the same, that is, this car is too un-Audi. It is not dynamic, not elegant, and many people even think it is a bit "copycat".

Why did Audi's new car cause public outrage? Why do many people think it is a "copycat"? Let Kungfu Auto show you.

(1) A very thick pure electric car

A while ago, Audi launched a "name change campaign", A4 became A5, and from now on, fuel series will use odd numbers, and electric series will use even numbers. Therefore, this new A6 e-tron is actually not a replacement for the current A6L, and can be regarded as a brand new model.

Judging from the information currently exposed, the A6 e-tron only has two versions: the Sportback hatchback coupe and the Avant wagon. There is no Limousine sedan version that the Chinese are very familiar with. This may be difficult for the Chinese to accept. Therefore, after it is introduced domestically in the future, there will most likely be a "magically modified" three-box version.

The new car adopts split headlights on the front face. Although it retains Audi's iconic hexagonal grille, it looks a bit strange after the introduction of the closed design. The lower part of the front face is surrounded by a large area of ​​smoked black, and the overall front face looks more "heavy" than the fuel version of the A6.

The side view is more obvious. As a pure electric car, the side of the A6 e-tron is much thicker than that of the fuel version A6. Even though some black decorative strips are added to the lower part to ease the thickness, it still gives people a "swollen" feeling. The length, width and height of the new car are 4928*1923*1487mm (the most likely Sportback version to be introduced). Although the length of the car is shorter than the current model, it is wider and taller than the fuel version A6, which is also a typical electric coupe style.

As for the rear part of the car, it has a relatively obvious fastback design and uses exquisitely shaped through-type taillights, giving the overall look of the rear a very full feel.

The interior design of the new car does not have many surprises. It is basically a copy of the Q6 e-tron and the new A5. The electronic gear lever and the more traditional armrest area design are retained, and the popular triple screen is in the middle. There is even an additional 10.9-inch entertainment screen designed for the passenger side. This narrow and long screen is actually useless. It is fine for navigation, but the display area is often very narrow when watching TV series or short videos.

Audi also introduced some new technologies, such as the glass skylight on the roof, which uses the latest dispersed liquid crystal polymer (PDLC), which can adjust the color and transmittance of the glass in different areas, but I don’t know if it will affect the signal. Another example is the entry-level single-motor rear-wheel drive Performance version, equipped with a 270kW large motor, with a maximum speed of 210km/h and a pure electric range of 756km, which is quite advanced among joint venture cars.

Overall, this time Audi does have a feeling of "achieving success in one battle".

(2) The “copycat” controversy, a reversal of the Tiangang

What is even more surprising is that after the A6 e-tron's styling was revealed, consumers' first reaction was not to praise it for its good looks, or to disparage it for its ugliness, but a new kind of questioning, saying that the car was not copied well enough.

For example, the semi-hidden door handles are used during driving. This design should take into account both low wind resistance and practicality. After all, in some current accidents, the doors of new energy vehicles cannot be opened, which is too fatal. But when the A6 e-tron adopted this design, the comments were "too ordinary" and did not reflect the innovation that Audi should have. The electronic exterior rearview mirror is considered a major innovation, but it was also complained that the design is too small and does not match the positioning of the A6 e-tron.

For example, the A6 e-tron uses a hatchback design, which was also listed as having many designs of domestic cars. As for the fact that the sides are too thick due to the battery, it was unanimously complained that there are so many domestic cars with pure electric platforms "proofing", and the final design is too unsuccessful.

In short, the A6 e-tron, with its drastically changed styling, has begun to be "picked upon" by everyone, and its elements have been compared with those of domestic cars. This approach feels familiar yet unfamiliar, which reminds people of the various "controversies" surrounding domestic cars in the past.

In the past few years, almost every domestic car that came out would be "controversial", with people questioning whether it was copied from a certain joint venture car or several joint venture cars. Basically, the front face was copied from one company, the body curve was copied from another company, and the rear was copied from another company. In short, domestic cars are "copycats". There are indeed some companies that are not very competitive, such as Zotye, whose entire design is indeed "borderline". But it must be said that most domestic car companies are actually "wronged".

After all, there are only so many design elements. Joint venture cars started so many years ago, and basically all the mainstream designs have been used. How much innovation can there be? First of all, the front grille is one of the mainstream shapes. No matter which one is used, it can always be "fitted into the seat". For example, the biggest difference between urban SUVs and hard-core SUVs is that the former has softer lines and the latter has tougher lines. There is really not much innovation under the fuel architecture.

But in the era of electrification, the situation is very different, and domestic cars are ahead of the curve. Although some car companies are still "borrowing" elements from overseas models, domestic cars are indeed ahead in terms of appearance design based on electrification architecture.BYD、NIO,ideal,ZeekrThese brands have done a lot of exploration, so that domestic cars have adopted most of the trendy designs.

There is no way around it. New energy vehicles are designed differently from traditional fuel vehicles. For example, it is difficult to create the lightness of traditional fuel vehicles. Therefore, domestically produced cars are all sporty and technological. The best in this regard areZeekr 001andXiaopengP7. As for SUVs, most of them are actually "idealized", that is, simple lines with a wide body, which itself has an aura.

The A6 e-tron is in a very awkward position. The good parts are said to be copied, and the bad parts are said to be uncopiable. However, Audi does not need to feel wronged. Domestic cars have also gone through this stage. Now it is the turn of joint venture cars to prove themselves.

(3) Kung Fu Clap

Audi A6 At the launch of the e-tron, many consumers compared its appearance with that of domestically produced cars, and the prices were "good and bad".Xiaomi SU7, Zeekr 001, and other "hottest" products, including those priced below 200,000 or even 150,000.Dark BlueS03, Qiyuan A07, eπ 007.

Looking at these comparisons, the prospects for the Audi A6 e-tron are not good. After all, there are very few pure electric cars on the market that cost more than 300,000 yuan, and among the more popular models, there are onlyAvita 12It barely meets the requirements, but the technical appeal of this car is much greater than that of the Audi A6 e-tron, andAvitaThe design is really avant-garde enough. Whether you like it or not, at least it is new enough.

Luxury brand electric cars are destined to be expensive, they don’t have much technical advantage, and their design recognition is getting lower and lower. What can be done to break the deadlock?