AUDI deletes entry-level models and focuses on luxury

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.”

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.”

Because of the ongoing semiconductor bottlenecks, the VW Group, like other car manufacturers, tends to build the available chips into the more profitable models whenever possible. “In the Group, we try to secure the overall result. That’s why we prioritize 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 increasing 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 step up our 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 VW and AUDI development center in China. AUDI also wants to work more closely with Chinese technology groups on semiconductors, batteries, infotainment and autonomous driving.

/rol/DP/jha

INGOLSTADT (dpa-AFX)

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