Audi Prioritizes Exclusivity And Plans Additional Luxury Vehicles

Audi is embarking on a bold expansion to firmly establish itself in the high-end luxury market. The company plans to introduce more opulent replacements for the A8 sedan and the Q7/Q8 SUVs, which currently lead its lineup.

The Grandsphere concept, unveiled in 2021, signals the arrival of a future flagship model that will elevate the A8 to new heights of luxury. Additionally, the 2022 Urbansphere concept paves the way for an even larger and more lavish SUV. As a Volkswagen-owned entity, Audi is laying the groundwork to redefine its image as a truly luxurious and premium brand.

“We are decisively stepping up our premium offerings, enhancing the prestige, desirability, and perception of our brand. Our focus is on the quality of our business, not the quantity,” asserted Jose Miguel Aparicio, the new Audi UK boss, in an exclusive interview with Auto Express.

Brand To Be  More Appealing

Aparicio highlighted that new products, including the petrol and electric A6, the Q6 e-tron, and Q5 SUV, are reshaping the customer base. “We are raising our price point to attract more customers in the C and D segments,” he said. “This requires enhancing our brand’s appeal through product innovation and a superior customer experience.”

He also noted that within the Volkswagen Group, Audi has room to elevate its perception just below Bentley while avoiding encroachment into Bentley’s luxury territory.

“Luxury is covered by Bentley and Porsche, and in the premium market there are many segments and many ways to offer a product to the customer,” he said. “It’s not a fundamental change, it’s an evolution and it has to be accompanied by an adaptation of the customer experience; that’s something we have to do with our retail partners.”

The shift to electric vehicles has given brands a new chance to change the way customers see them, which is both an opportunity and a threat, says the head of Audi in the UK. “It’s a new era and the rules are changing, so we can’t just assume that those who were premium in the past will be the winners in the future – we have to earn that status,” he said. “It’s important to make sure we have value in the product range, that we have the customer experience for a premium future in the world of electric vehicles.”

• Also See: Audi Improves Its Nomenclature’s Alphanumeric Structure