Audi is eliminating popular models and focusing more on luxury

Created: 2022-02-07 15:31

Audi is planning an image change and wants to focus more on luxury models.

© Frank Hoermann/SVEN SIMON/Imago Images

The Ingolstadt-based carmaker Audi would like to focus more on luxury cars in the future.

But that also means the end of two popular models from the VW subsidiary.

Ingolstadt - The VW subsidiary Audi wants to earn more money with luxury cars in the future and phase out smaller models.

CEO Markus Duesmann told the "Handelsblatt" (Monday): "Specifically, we have decided not to build the A1 anymore, and there will be no successor model from the Q2 either."

Audi: Future focus on the luxury segment

The group has redefined the role of the individual brands.

“We have also realigned Audi as a premium brand.

We will limit our model range at the bottom and expand it at the top,” said Duesmann.

The compact SUV Q2, which was only introduced in 2016, will be phased out without a successor because it no longer fits into the planning of the portfolio and the development capacities: "We are prioritizing other segments."

As a flagship, Audi is developing an all-electric luxury sedan with a very spacious interior, new wiring system and new software.

"We are on schedule and will bring the 2025 model onto the road," said the Audi boss.

"After that, however, there will certainly be other models on the platform, including variants from Bentley and Porsche."

Audi: Right of way for profitable models

Because of the ongoing semiconductor bottlenecks, the VW* group, like other car manufacturers, tends to build the available chips into the more profitable models if possible.

“In the Group we try to secure the overall result.

That's why we're prioritizing models with higher profit sharing," said Duesmann.

Larger models are also popular, and many people wanted to treat themselves to something during the pandemic.

“In addition, there is a trend towards more equipment.

That's why sales are rising faster than sales.” He expects an improvement in the supply of semiconductors over the course of the year.

With a view to the sales figures in China, Duesmann admitted gaps in the networking of the cars.

"We have to do more when it comes to networking, because we don't yet meet the high demands of Chinese customers to the extent that we would like to." They also wanted to be able to chat or pay from the car.

To fill the gaps, there could be a large joint development center between VW and Audi in China.

Audi also wants to work more closely with Chinese technology groups on semiconductors, batteries, infotainment and autonomous driving.