After a failed attempt with a new name scheme, now Audi has a new plan, to become a premium brand. The manufacturer’s goal is to enter the group of luxury car manufacturers and join brands like Mercedes.
“In the Volkswagen Group, there is room below Bentley for Audi to raise its perception without invading its luxury brother. Luxury is covered by Bentley and Porsche, and in the Premium market there are many segments and many ways to offer more than the current customer. This is an evolution and must be accompanied by transformations in the user experience through our showrooms,” says José Miguela Aparicio, the new head of the brand in the UK.
Audi has not changed its design language for a long time, so it has lagged behind the competition. The first step towards a new future has already been taken by discontinuing the A1 and Q2 models, and entering a new phase also means higher car prices. However, despite the price increases that have already been announced, starting with the next generation of the A6 model, Audi is not giving up on sales growth.
Has the German brand carefully planned every future move or is it going all in?! One option is to reduce sales volume and keep prices high, but that move has as much chance of success as it does of failure. However, perhaps the best option would be for Audi to offer more luxurious equipment along with higher prices, which would ultimately bring in more profits.
Source: Reuters
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