Audi will launch a series of top-end image-building cars based on recent concepts, such as a new Audi Quattro and off-beat Audi Nanuk supercar, in order to stretch its brand appeal and strengthen Audi's image as a maker of ultra-desirable cars, , according to André Konsbruck, the director of Audi UK.
Although neither concept vehicle has been confirmed for production, Konsbruck said that they both had production viability, and were undergoing customer testing and internal evaluation to see if there is a business case for them to be made.
“Every concept we show has production possibilities, and these cars are no different,” said Konsbruck. “I can see a future where we aim to deliver different, innovative premium cars that people aspire to own, such as these. They will be niche, and they will push our price ceiling, but they deliver on the brand image and build the desirability of the brand as a whole.
“However popular they are, we cannot just build Audi A3s, that’s clear. Audi has always done special projects to drive its premium image, and cars like the Quattro and Nanuk could achieve that.”