New ranges of SUVs and crossovers to take development priority as Audi director hints at A1-based Q car
Jim Holder
29 November 2013

Audi will prioritise launching new SUV and crossover models over launching a smaller city car, according to André Konsbruck, the director of Audi UK .

“If you look at the trends in these segments it is clear it is where the opportunities are. The segments are booming, and if we can create emotionally appealing cars in these segments then it's clear there are some very good opportunities for us.”

Konsbruck hinted that this is likely to include a new small crossover to sit under the Audi Q3. Audi has previously also been linked with producing an MPV-style vehicle, as well as creating new niches of vehicle to fill out its Q range.

However, Konsbruck played down suggestions that Audi is considering a small city car based on the VW Up, possibly named A0 and running an electric powertrain.

“It is very hard to achieve profitability in that segment, and we have the Audi A1, which is extremely successful,” said Konsbruck. “The A1 draws in the highest number of conquest customers to Audi and the youngest section of buyers, so we have to ask what the addition of a new smaller car would achieve for us.”

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Audi A1

The A1 is a stylish, high quality and competent supermini, if a little expensive, but does it have the edge over the Mini hatch, Seat Ibiza and the Ford Fiesta?

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Comments
7

29 November 2013
'emotionally appealing cars' are not words id use to describe the majority of their vehicles.

29 November 2013
"Emotionally appealing" and "Audi" are not three words I would use in the same sentence ... Yes, they build impeccably-put-together cars, but they are the sort of cars that would appeal to a Vulcan (logically, but utterly devoid of emotion) ...

29 November 2013
They won't conquer me asking for a $10000 deposit [non refundable!] on a car costing $115000 I have not yet driven,and then have to wait 18 months for! [RS7 here in Canada.]

Madmac

29 November 2013
and he's head of Audi UK he's probably not expecting to conquer you anyway.

29 November 2013
"A1, which is extremely successful". Erm no. Extremely economical with the truth. Probably closer to a bare-faced lie. Everyone inside the industry knows that the A1, after a splurge of launch hype and some suspiciously praiseworthy press, has died on it's arse. Audi scarcely advertise it now. There's been no 'hot' version, or any significant improvements since its launch. Why throw good money after bad? It's made absolutely zero dent into Mini sales, and hasn't tempted much in the way of downsizers either. Those few that have, regretted it. I can think of one who downsized from a 3-series to an A1 1.6TDI and quickly upsized again, to a BMW 118D. 'Night and day' was the expression he used. Its the worse depreciating Audi too, and dealers offer a pittance at trade-in, due to weak second hand market. If Audi is planning a junior SUV, it will replace the A1, not supplement it. I'll be amazed if the A1 survives into a second iteration at all.

Sulphur Man

A34

29 November 2013
[quote=Sulphur Man]"A1, which is extremely successful". Erm no. Extremely economical with the truth. Probably closer to a bare-faced lie. [/quote] Funny as its better value (ie cheaper for equivalent spec) than the Polo it is based on, at broker prices. The trick is to ignore the options list... the main problem is that there are many more interesting propositions out there. [quote=Sulphur Man]...If Audi is planning a junior SUV, it will replace the A1, not supplement it. I'll be amazed if the A1 survives into a second iteration at all.[/quote] I'll be amazed if Audi replace the A1 with a Juke-alike Q1. Nissan kept the Note and Juke, so no reason for Audi to give up the A1 sector when the new Polo platform comes out.

29 November 2013
[quote=Sulphur Man] Everyone inside the industry knows that the A1, after a splurge of launch hype and some suspiciously praiseworthy press, has died on it's arse. [/quote] You know, you actually sounded like you knew what you were talking about for a moment. YTD sales of over 21,000 are fairly significant I would say and is Audi's second best selling car. [quote=Sulphur Man] It's made absolutely zero dent into Mini sales [/quote] Which surely shows they've had thousands of conquest sales? Audi and MINI have both had record years so the market is big enough for both of them. [quote=Sulphur Man] Its the worse depreciating Audi too [/quote] No it's not! The A4 has significantly worse depreciation than the A1. If you don't like the A1 just say so, that's fine, but don't bullshit.


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