What is it?
Imagine how different a company Audi must feel today than it did 10 years ago. Once the envy of the industry, the firm’s formerly phenomenal growth curve now looks to have permanently levelled off. Its closest competitors have overtaken it. The ex-boss and a couple of his lieutenants have ended up in court. Perhaps even more worryingly still if you’re an Audi employee, though, must be the prospect of the product strategy that has fuelled the company’s rise now suddenly seeming to have run out of road.
It was with those odd-numbered, designer Sportback saloons that the firm really started putting on the sales volume back in the noughties. Back then, too, came the Q-prefixed SUVs, whose appearance on the roads none of us can have failed to notice, and none of which seemed to miss its target market.
With another brand-new, big-selling, mid-sized model along every year, how easy it must have been for besuited salesmen in shiny showrooms, over a couple of phone calls and meetings, to manoeuvre a regular client from A4 to A5, from A5 Sportback to A4 Avant, and then into a Q5; each time squeezing just a little more monthly bunce out of a customer who likes the brand, always wants the latest thing, and has the disposable income to change their car like some of us buy shoes. That, folks, is how you grow a premium car brand in the modern world: with fresh product along every five minutes.
And now? Well, that product expansion plan has played itself out to the point that new arrivals are Sportback versions of Q-car SUVs (and that gigantic product strategy Venn diagram on the office wall in Ingolstadt can’t have much vacant space left on it). Eighteen months ago, along came the first – the Q3 Sportback – and now we’ve got a bigger Q5 take on the concept.
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While I enjoy the debate about batteries and seeing all the old tropes dragged out again by people who can't be bothered to look at the facts...
Thats another horrid looking Audi.
I wonder how long it is going to take them to equate the chintz and the bling with the loss of market share? It's 20 years since I owned an Audi. Hopefully in another 20 they'll have gone full circle and will be making stylish, cutting edge cars that I wouldn't feel embarrassed to own.
I see the word 'premium' being used again. I've owned a few Audi's in years past and there was a definite hike in quality form VW let alone other brands. When changing my car last year I went to look at a Q5, the Sportback was the only model on display. Having just been to look at a Skoda Kodiaq, I sat in the Q5 S-line and thought where has the extra £15k been spent? The car had a few options on it, but it didn't have self parking nor did it have a heated steering wheel nor did it have a heated screen and that's because they weren't available even as an option. Premium?
And then when I looked at the boot, no hidden underneath storage, and rather than a retractable luggage cover, came with this stupid split hard cover that if you needed to remove, had nowhere to be stored. It really lacked any design imagination.
Out of all the cars on my shortlist, this was the easiest to dismiss. The Audi's I owned during the late 90's felt a little special whereas today, well it just comes over to me as paying for a badge. Even if it were the same price as a Kodiaq, I'd have still chosen the latter.
A thinly veiled swipe towards the myriad of if Audi models now available and their subsequent pursuit of chasing profits and resultant devaluing of the brand, and Matt is bang on.
Audi, along with BMW and Mercedes, probably have entrants in more classes of car than any other marque and in doing so they have long left behind the core qualities that made their cars actually desirable and worth the extra money above non-premium brands. Audi, BMW and Mercedes have become so common and so attainable that they’ve lost their exclusivity and desirability while what made them all premium brands and justifiable of their prices has since disappeared, even to the point where they don’t have any edge over non-premium brands to justify their still premium prices. And most of it is a result of each company looking at and copying each other and consequently losing sight of what once made these brands desirable and a status symbol.
Less than 20 years ago Audi had just 5 models in their line-up; A3, A4, A6, A8 and TT and all available with only a limited number of trim options too. And BMW and Mercedes weren’t that far off with much smaller ranges compared to the myriad of cars they offer today. The true mainstream premium brands of today are the ones who aren’t chasing huge volumes and not wanting to occupy every single class of car, such as Alfa, Jaguar, Lexus and Volvo.
If they all had a tiny range like they did years ago, you lot'd be moaning like fk about the limited choice and them being one trick ponies etc etc.
Agreed. The German Big Three have become as common place as Escorts in the 80s, and many of their models are simply not that good or worthy of the badge. They count on massive brand exposure and their brilliant Spin Machines to move product, and they do, but it seems a bit Emperor's New Clothes on closer inspection. How special can a premium brand be when everyone and their sister has one? I'd take an Alfa, Jaguar or Volvo over any of the default German automotive uniforms.Also, Audis have become fussy, inelegant and in some instance, downright ugly. I recall the era form the late 80's to the mid 00's when they were confident, tailored designs. Hopefult the new Etron GT is the beginning of return to form.
I think they would be chasing huge volumes if they could; I don't think tiny volumes are intentional.