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The German sports car manufacturer Audi will, in the future, abandon the production of its entry-level vehicles and concentrate on luxury models.
This was announced by Audi’s managing director, Markus Duesmann, to the German newspaper Handelsblatt: “In concrete terms, we have decided to stop building the A1, and there will be no successor to the Q2 either“.
In fact, the German manufacturer has started 2022 with new ambitions, one in particular: concentrating on the top of the range sector. The board of Volkswagen, Audi’s parent company, has redefined what it would like the various brands to stand for: “We have repositioned Audi as a premium brand. We will limit our model range downwards and expand it upwards,” Duesmann continues.
As a result, the iconic Audi A1 city car, which was launched in 2010, will soon be discontinued, as will the Q2 crossover, which has been on sale since 2016. “This model no longer has a place in the German manufacturer’s portfolio. We are giving priority to other segments”, justifies Duesmann on this choice.
The Chinese market, the driving force behind this demand for top-of-the-range cars
There are also several other reasons for the German manufacturer’s choice. The exponential demand for top-of-the-range cars on the Chinese market is the first reason. For example, China accounts for 50% of Volkswagen’s worldwide sales, including 37% of Audi’s. Because of these very good results, Audi has planned new models for next year, including the Audi Q2 e-tron, which will be produced exclusively for the Chinese market.
In addition, luxury cars became very popular during the Covid-19 pandemic, where sales of premium and luxury vehicles rebounded strongly in China. Audi enjoyed a 29.9% increase in sales to 61,500 units.
A shortage of chips, another reason for this choice
A persistent shortage of semiconductors also forces Audi, and more broadly Volkswagen, to use the electronic chips it can get hold of first for its most profitable models, which are often the most luxurious.
However, Markus Duesmann remains optimistic about the supply of semiconductors and expects it to improve during the year.
Read also > PORSCHE EXPECTS ANOTHER RECORD YEAR FOR SALES
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The German sports car manufacturer Audi will, in the future, abandon the production of its entry-level vehicles and concentrate on luxury models.
This was announced by Audi’s managing director, Markus Duesmann, to the German newspaper Handelsblatt: “In concrete terms, we have decided to stop building the A1, and there will be no successor to the Q2 either“.
In fact, the German manufacturer has started 2022 with new ambitions, one in particular: concentrating on the top of the range sector. The board of Volkswagen, Audi’s parent company, has redefined what it would like the various brands to stand for: “We have repositioned Audi as a premium brand. We will limit our model range downwards and expand it upwards,” Duesmann continues.
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The German sports car manufacturer Audi will, in the future, abandon the production of its entry-level vehicles and concentrate on luxury models.
This was announced by Audi’s managing director, Markus Duesmann, to the German newspaper Handelsblatt: “In concrete terms, we have decided to stop building the A1, and there will be no successor to the Q2 either“.
In fact, the German manufacturer has started 2022 with new ambitions, one in particular: concentrating on the top of the range sector. The board of Volkswagen, Audi’s parent company, has redefined what it would like the various brands to stand for: “We have repositioned Audi as a premium brand. We will limit our model range downwards and expand it upwards,” Duesmann continues.
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