PRESS RELEASE The Audi A2 concept – premium-class space concept

LOL what's the DeSilvaSyndrome? All of the cars look the same because of Walter?

Yes.
And the syndrome has also started to affect Skoda recently.
Even more: some VAG cars start too look very much alike (especially the side profile).

Spot the difference:

Skoda:


VW:


Audi:


Seat:

When DeSilva moved from Alfa to Seat, he succeeded to give them a recognizable face. This is DeSilva's best quality as a chief designer. Next, he did the same with Audi and then with VW.
The problem is, these faces are developed to be very dominant and the end up being applied almost unchanged on all different models in all diffenret sizes. The most extreme example for that is what's happening at VW right now.

Hmm... meh... It's okay...
At least much better looking then the ugly BMW i3...

So, for an EV, it looks aight.

looks just like a 5-dr A1. booring. audi design team have worked themselves into a corner.

You might say the i3 is ugly but at the end of the day this A2 is coming as a member of the A1/Polo/Fabia/Ibiza family and will be positioned to take on the Mercedes-Benz B-Klasse and BMW's forthcoming 1er Compactive Sport Tourer and will be offered in the usual petrol , diesel and hybrid configurations.
i3 is not the 1er CST electrified! This A2 is a car that is electrified. Therefore there is no argument between A2 and i3 as i3 is something that will be unique.

Exactly ... A2 has been delayed due to absence of common modular VAG platform which will also be used for VW, Seat & Skoda cars.
Same case with A3 which had to wait for the new VAG segment C platform (also used for new Golf, Octavia, Leon etc).
The industry rumor is that Audi officials are not happy at all with such a sluggish platform development pace @ VAG, although they capitalize on all synergies of being a part of VAG group.

VAG faces another problem: they will have to launch all the models with same segment (but of different brands) within a year or max. two to capitalize on common platform. That also means VW, Skoda, Seat & Audi (in some cases also Porsche & Audi) life-cycles are becoming synchronized. Which also means more sales stealing among VAG brands. Since life-cycles of VAG cars are now not in-sync with the rivals, but in-sync with VAG models within same segment. This is not a good indicator. When aggressive & more agile rivals will adapt to this situation, VAG is going to be serious troubles! Since eg. all VAG models within same segment will be of almost same age, while rivals will offer new & more advanced models - on which VAG will have no answer. Therefore I'm sure VAG will - since they are a very wealthy automotive giant - fight rivals in price wars. Which can bring some rivals in serious troubles - but that could also mean VAG could face legal actions by market regulators, being forced to pay huge fines, or even being forced to sell off some of VAG owned brands.

Being too big as not always a good thing. Especially in the long run, and especially if rivals are more agile & flexible.

In the automotive industry the giants ALWAYS fail or lose much of their power in the long run. A quick glance at automotive business history confirms that. I'm pretty sure VAG faces the same faith - no matter how much Herr Piech try to prevent & avoid that. Herr Piech is not forever, and nor is VAG concern as it is today. But we sure live in VAG era today. But the question is, how long will it last ...

Btw, what I find interesting are the dimensions (LxWxHxWB in mm):

A1: 3,954 x 1,740 x 1,416 x 2,470 (5dr is expect to be even a bit longer & higher).
A2: 3,800 x 1,690 x 1,490 x ???

Meaning the new A2 dimensions (except for height - yet this is still a concept car) aren't much different form the Mk1 model, thus the car is smaller than A1! So, it's not eg. a competitor to MB B-class & upcoming BMW Copmpactive Tourer, but - size wise - more a direct rival to BMW i3. Therefore I'm sure Audi will certainly respond to B-class & BMW Compactive in the future - with a car based on next Golf Plus platform. And I won't be surprised to see Audi model based on VW Up - to fight upcoming MINI Rocketman.

Btw, is the new A2 going to be strictly an EV, or it will be also offered as hybrid, or EV with range extender, or even offered with small turbocharged IC engines (petrol or diesel)?

For me, short and simple: Audi's small/entry level offerings looks better, more balanced and more proportional that their larger cars - even pretty!

What I miss @ VAG is a clearer positioning of the brands. It's happening, but perhaps to slow. Audi is moving up - to rival BMW & MB. VW is also climbing: to position the brand a bit more premium - on same level as eg. Alfa Romeo, Volvo etc. Skoda is there to rival regular "economy" brands. Seat? It's perfect for low-end offering - to eg. fight brands like Renault's Dacia. It seams VAG have no right idea what to do with Seat ... perhaps selling them to Chinese is a good thing. Or not ... Right now brands like Rover, MG, Volvo haven proved to benefit from Chinese ownership nor Chinese owners haven't yet used these brands to become serious player in eg EU markets.

Regarding Audi ... I guess they must be really frustrated ... since VAG officials degraded Audi to "SUV specialist" within VAG group - since Audi is now responsible to develop future SUV platform for all VAG brands.

While for all the other platforms other VAG branches got the assignment: Porsche for large & sports cars - for premium VAG products, while VW will lead development of smaller cars - based on FWD platform.

Meaning Audi will get what Porsche & VW will develop for them: and mind right now Audi is the lest premium brand in VAG premium portfolio (Bugatti, Bentley, Lamborghini, Porsche, Audi), so be sure other brands will get the candy first (especially Porsche vs Audi)!

Which I guess is a complete & total humiliation for Audi - since Audi AG is the most important & biggest profit generator within VAG.

As somebody here said: "Audi - Advantage through VAG's parts bin?"

It's an advantage right now, but it can quickly became a double-sided blade!

That was me Eni.

I enjoy reading your insight into the inner workings of these companies. As much as I love the cars, I like knowing the business case, inner workings and emotions that go into making them.

Audi will be well served to take a knock or two. Once the understated German, the dealers and drivers are becomming increasingly arrogant. And such arrogance should only be reserved for Mercedes and BMW. JK

EnI,

Do you genuinely believe that?

I can't believe that the heads at Volkswagen will not back their most profitable players to the hilt. You pair your best racing horse with the best rider don't you?

I think there's a bigger chance that Volkswagen with cut away the dead wood and get rid of Seat.

[video=youtube;-zONS3iZlxo]http://www.youtube.com/watch?feature=player_embedded&v=-zONS3iZlxo[/media]

blee...the only word i would like to say..

Auto Express is reporting that the A2 is on its way:

http://www.autoexpress.co.uk/audi/a2/59593/audi-a2-way

Please Audi. make it cool and funky, like the A1!

It's remarkable how much better looking the Audi's styling suits compared to that of BMW and I put this down to Audi's grill.