Audi's CEO wants to improve profits by focusing on higher margins rather than volume.
Audi won't redesign the A1 and Q2 when the subcompact models reach the end of their respective life cycles, Audi CEO Markus Duesmann has revealed. published on Monday, Duesmann said the models were being phased out as part of a plan to refocus on high-end models which come with higher margins.
“We have also realigned Audi as a premium brand,” he said. “We will limit our model range at the bottom and expand it at the top.” Duesmann started hinting in early 2021 that the A1 might be dropped, but this is the first time he's mentioned the Q2 as also being on the way out.The A1 is a corporate cousin to the Volkswagen Polo and currently into its second generation, while the Q2, a cousin to the VW T-Roc, is still in its first generation. Neither model has ever been offered in the U.S., where the A3 serves as the entry point to the Audi range.
With the need to switch to electric powertrains in key markets, as well as offer the latest in electronic driver-assist features, many automakers are facing the challenge of selling smaller cars at a profit. While mainstream brands can rely on higher volumes, Audi's solution will be to focus on high-end models. According to Duesmann, the strategy will enable Audi to grow profits while selling fewer vehicles.
Following the recent launch of the E-Tron GT, Audi has several more high-end models in the pipeline. The list includes a
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