Audi Announces Plans to Move Upmarket With Less Focus on Lower Priced Models

[Source: Auto Express]

Audi is setting its sights even higher, positioning itself deeper into the premium segment with more luxurious successors to its flagship A8 sedan and Q7/Q8 SUVs.

This strategic shift was first hinted at with the 2021-2023 sphere concepts, a vision for a next-generation of Audi models, which included the grandsphere sedan, urbansphere SUV, skysphere roadster, and activesphere crossover. Now, Audi is taking steps to elevate its prestige and desirability, moving beyond volume-focused growth and towards an emphasis on premium customer experiences and exclusivity.

“We are making a step upwards in terms of premiumness, increasing the prestige, desirability, and perception of the brand,” said Jose Miguel Aparicio, Audi UK’s Managing Director, in a recent interview. This evolution comes alongside the brand’s latest lineup expansion, including the new A6 (both ICE and EV), Q6 e-tron, and redesigned Q5, all aimed at shifting Audi’s core customer base further into the high-end market.

With Bentley and Porsche covering the ultra-luxury space within the Volkswagen Group, Audi sees an opportunity to redefine its positioning without overstepping model segments best served by brands like Volkswagen, Seat, and Skoda. This move isn’t just about product innovation, it’s about enhancing the overall ownership experience, ensuring Audi models maintain their premium appeal.

Part of implementing this strategy will involve moving away from some Audi vehicles that have occupied lower price segments in the market. Audi has already announced that the A1 Sportback and Q2 will not receive another generation, leaving the A3 range as the brand’s cheapest entry level model in most markets. Additionally, their current flagship crossover, the Q8, still leaves room for a larger full size three row model to rival the BMW X7 and Mercedes-Benz GLS range. This could come in the form of a new Audi Q9 model or something entirely reimagined, potentially based on the urbansphere concept.