Currently reading: Audi Quattro and Audi Nanuk set to reach production
New Audi UK boss says image-enhancing top-end vehicles will help to grow brand
Jim Holder
News
1 min read
29 November 2013

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.”

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madmac 29 November 2013

Nice ,but?

Saw these at Frankfurt and they were impressive but how practical and at what cost? RS7 was much more attractive at a lot less money ,as was RS6 Avant.We are getting the RS7 here in Canada but they want $10000 deposit ,non refundable ! up front! and then 18 months to wait for it !! So I have declined,needless to say.Love RS Audis but they won't sell many with that business practice,IMHO.
harryletterman 29 November 2013

Nanuk

Is it just me or Audi Nanuk design looks a bit oldish?
bobbyanderson 29 November 2013

Nanuk

I need the Audi Nanuk in my life, what an excellent looking car… love the crossover between American muscle and European supercars

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