Hot! Audi: What's Next?

[Swissbob]

The RSQ8 is currently the only interesting Audi on the market, and this car is 7 years old.

Does anybody disagree with me?

 

[Mr. Mercedes]

Does anybody disagree with me?

I agree. It is/was an extremely attractive proposition at launch.

Audi Australia really messed up the launch of this vehicle here, introducing it and then scrapping it within 3 months of launch due to homologation issues.

It looks like it's back on sale here now and it would be a great used buy, given Audi's shocking resale values caused by massive discounting at dealerships.

Audi Australia approaches selling vehicles like they are selling Mazda's, and they've trashed the 'prestige' around the brand. Between 2005 and 2015 they made great gains on BMW and Mercedes in terms of sales and brand strength, only to be whittle it away with some lacklustre products, poor service and unreasonable retail pricing which are then discounted massively, depending on how well you negotiate.

As a brand, they lost me as a customer, and unless they have some absolutely smash hit products that appeal, I don't think I'd go back.

 

[Swissbob]

This reminds me on their situation in Switzerland, they’re charging more than Mercedes Benz but with a worse interior and service.
For example in Switzerland the MB service is for free for the first 10 years (except oil), which means a 63 AMG service costs 300CHF/year.

 

[KiwiRob]

Skoda has some details that makes it more premium than a lot of premium brands. stupid details like dials, not everything crammed into the screens, lined door pockets, not hard plastic.

Even stupid stuff like having the right demo car in the showrooms.

I went to see the superb. - leather, big screen, optioned out, so you're pleasantly supprised.

2 weeks later went to a Audi showroom to see the new A6 in person. - MANUALY ADJUSTED DRIVER'S SEAT, cloth seats, when you touch the trim under the big screen it creeks. Generally interior dark and lifeless. If the cars were the same size ( skoda was a wider, bit longer car ), and you see the price difference, the A6 looks overpriced.

Skoda's look more premium than the equivalent VW's, especially the interiors where they are a step up.

 

[Design FIRST]

Does anybody disagree with me?

I think that you'll have to define "interesting". As well as "interesting" for "who".

 

[Shellshock]

Like i said, landscape mode , not portrait
Like i said micro led not led
So lincoln as audi and bmw abd so on, are getting things done properly since we dont escape the screens. Maybe in decades with automation orientation will be futile, but thats for our kids probably since we will not get there in time

 

[Design FIRST]

New Audi TT: everything we know about the electric sports car | Auto Express

The Audi TT looks set for a sensational return in electric form, and our exclusive image previews how it might look

www.autoexpress.co.uk

Yeah...all fine and good. However...

Audi's hopes of returning to their once powerful form will require a lot...a whole lot...more than this. Yes, CEO Döllner himself recently stated that all future Audi concept vehicles will accurately reflect future serial production models. But a "sports car" ? Color me: Skeptical. Audi needs a formidable "home run" in the form of a vehicle that will appeal to a far broader spectrum of the car consuming demographic. And perhaps Audi will need to redefine itself by NOT attempting to compete head-on with M-B and BMW in terms of design architectures. Could, for example, a shooting brake crossover type of design paradigm be a solution for distinguishing itself ? The 2021 Grandsphere concept could be a template of sorts...in a somewhat dimensionally reduced form. Perhaps it could retire the "sedans/Sportbacks".

Of course, I'm simply musing.

 

[Gor134]

Give it the damn 5-cyl and a playful rear-bias AWD system.

Why is it so damn difficult Audi... they'll make it full EV, it will flop and not sell well, and then they'll blame it on "people don't buy coupes anymore!"

 

[Design FIRST]

Give it the damn 5-cyl and a playful rear-bias AWD system.

Why is it so damn difficult Audi... they'll make it full EV, it will flop and not sell well, and then they'll blame it on "people don't buy coupes anymore!"

At least conceptually, the small Bavarian cottage manufacturer ELegend may have beat Audi AG to the punch with it's very limited production EL1 BEV. Exorbitantly expensive-yet it sold out almost instantaneously. The company's founders had and continue to have affiliations with Audi AG, primarily supportive regarding the developement of concept vehicles and design prototypes. When the EL1 was presented, Audi AG under CEO Markus Duesmann showed little interest in participating in an "extention" of the project, stating that "retro is dead". Now, at least for Audi AG, Herr Duesmann is "dead" and probably wished "forgotten". Now, is Audi AG insinuating that it will "revisit" the TT ? I really wonder what they mean by that. I suppose we'll see in about 3 weeks time at the latest.

Also, IMHO, it is not an issue of BEV versus ICE.

 

[martinbo]

Give it the damn 5-cyl and a playful rear-bias AWD system.

Why though? As this has never been part of Audi's mainstream DNA. The only exception being the R8.

 

[Rolf]

At least conceptually, the small Bavarian cottage manufacturer ELegend may have beat Audi AG to the punch with it's very limited production EL1 BEV. Exorbitantly expensive-yet it sold out almost instantaneously. The company's founders had and continue to have affiliations with Audi AG, primarily supportive regarding the developement of concept vehicles and design prototypes. When the EL1 was presented, Audi AG under CEO Markus Duesmann showed little interest in participating in an "extention" of the project, stating that "retro is dead". Now, at least for Audi AG, Herr Duesmann is "dead" and probably wished "forgotten". Now, is Audi AG insinuating that it will "revisit" the TT ? I really wonder what they mean by that. I suppose we'll see in about 3 weeks time at the latest.

Also, IMHO, it is not an issue of BEV versus ICE.

Now that is an EV Audi I would be more than interested in and probably trip over if seen in a showroom.

 

[Design FIRST]

Now that is an EV Audi I would be more than interested in and probably trip over if seen in a showroom.

Sadly, highly unlikely. A very limited production series car-30 examples, all spoken for although not yet all delivered to customers. The EL1 is handbuilt and the production process is very time intensive. These customer order only built cars are priced from 900K Euros upwards.

...but we can always eat our hearts out...

 

[Tuffode]

Why though? As this has never been part of Audi's mainstream DNA. The only exception being the R8.

Because it's a super unique engine that everyone who drives loves. And the 5 Cylinder is a very "Audi" thing, they had been using them for decades in their standard cars prior to reintroducing it in the RS cars.

And if talking about the playful RWD biased AWD system, why not? There isn't a downside, it would just be more fun. They already are doing this with the trick rear diffs in the current RS cars.

 

[Gor134]

Yeah I'm not sure what's confusing here.

All of the MLB/MLBevo Audi RS models have 40:60 front/rear which switches to 15 front/85 rear bias in the RS/Dynamic drive modes, and like you mentioned they have the new trick rear diffs as well with the RS 3.

 

[sako97]

I sat in a new Q5 today just for kicks… the interior is borderline POS from a materials and fit/finish standpoint. It’s a shame what high-margin seeking does - up till a few years ago Audi was the reference for interior fit and finish. The Genesis GV70’s interior is better executed at a lower cost.

Around social media as well, the new Audi interiors are being thrashed for diminished build quality.

 

[Swissbob]

I agree the new Audi are rubbish.

Compare this with a Volvo XC60, those cars are surprisingly well made.

 

[Design FIRST]

The Audi concept due for presentation at the IAA Mobility in Munich will be a crucial vehicle for Audi. According to Audi CEO Döllner, concept cars will accurately reflect products that will actually see serial production. Audi corporate talking heads are announcing the introduction of an entirely new design paradigm under the supervision of Massimo Fraschella. Audi is in dire need of this. As things currently stand, far too many potential customers are asking themselves: "Why consider an Audi, when Volkswagen, Skoda and (eventually) Cupra offer as much if not more for less money ? In addition, current upper segment Audi vehicles simply are not all that compelling in direct comparision with M-B and BMW. Design and quality, inside and out, need to be decisively highlighted. Strengthing cooperation with Chinese partners as well as Rivian will ensure that future tech will be up to par. Audi desperately needs to fast-track the path to getting it's former mojo back. Currently, the brand is submerged in mediocrity.

 

[Rolf]

The Audi concept due for presentation at the IAA Mobility in Munich will be a crucial vehicle for Audi. According to Audi CEO Döllner, concept cars will accurately reflect products that will actually see serial production. Audi corporate talking heads are announcing the introduction of an entirely new design paradigm under the supervision of Massimo Fraschella. Audi is in dire need of this. As things currently stand, far too many potential customers are asking themselves: "Why consider an Audi, when Volkswagen, Skoda and (eventually) Cupra offer as much if not more for less money ? In addition, current upper segment Audi vehicles simply are not all that compelling in direct comparision with M-B and BMW. Design and quality, inside and out, need to be decisively highlighted. Strengthing cooperation with Chinese partners as well as Rivian will ensure that future tech will be up to par. Audi desperately needs to fast-track the path to getting it's former mojo back. Currently, the brand is submerged in mediocrity.

I hope Audi gets its mojo back. Its sales figures speak for themselves; they are lagging significantly behind BMW and Mercedes for many years and this year things don't look that rosy either, they down by 6%. The new models are looking too conservative, and the interiors look very derivative with lower quality than previous models (A5 vs previous A4 and A6 compared to previous model). Just like Mercedes they need to make a turnaround in their exterior design and interior design and quality. BMW have made the first step with their Neue Klasse and they looking to be a really good step in the right direction.

 

[Design FIRST]

BMW have made the first step with their Neue Klasse and they looking to be a really good step in the right direction.

Indeed, BMW appears to be playing it's hand very wisely. The ripples generated by the presentation of the NA0 i3 sedans could potentially be...epic. And soon evolve into a tzunami of orders. This is a car to closely watch.

 

[Rolf]

Indeed, BMW appears to be playing it's hand very wisely. The ripples generated by the presentation of the NA0 i3 sedans could potentially be...epic. And soon evolve into a tzunami of orders. This is a car to closely watch.

2026/2027 could be the years where BMW could experience a major upturn in sales if Neue Klasse is as good as we anticipated to be. Its exciting times again for BMW fans. I am hoping the new Mercedes design language debut on the GLC EV and following with C-class EV will be bold enough or stylish enough to give BMW a good fight. Audi I am not sure but hope they will follow soon after BMW/Mercedes with their own renaissance.