Like the A1, Audi would plan not to replace the current Q2. The manufacturer would like to favor higher-end and more profitable models, reinforced in this strategy by the demand as well as by the shortage of semiconductors.
” We have decided to no longer offer the A1, and the Q2 will not have a successor either. “. With these words, Markus Duesmann, CEO of Audi, would have just confirmed to the German magazine Handelsblatt the discontinuation of the A1 after this generation, which he had already hinted at the beginning of 2021, but also to announce that the Q2 would suffer the same fate, which is more unexpected. A year ago almost to the day, he had indeed declared: “ We will certainly (always) offer Q2s and similar. “A replacement of the Audi A1 by a new electric A2 or E2 was then possible according to him. But the manufacturer with the rings seems to be accelerating the concentration of its range around larger models, which are more profitable thanks to higher margins where prices must remain measured for small vehicles to find their customers.
Audi wants to go upmarket
” We realigned Audi as a premium brand (within the Volkswagen group, Editor’s note). We will limit the bottom of our range and expand our offer from the top “, allegedly continued Duesmann. The Q2 would therefore disappear to make way for these new, more luxurious future models. ” We favor other segments “says the CEO. Thanks to the PPE modular architecture co-developed with Porsche, Audi will soon be offering a new zero-emission model family prefigured by the A6 e-tron concept. Then it is luxury cars developed as part of the Artemis project that will develop its range, as announced by the Skysphere and Grandsphere concepts. Note in passing that a compact concept car named Urbansphere was announced at the same time as these last two but has not yet been presented. As a reminder, Audi plans to launch its ultimate thermal engine vehicle in 2026 and then to become a 100% electric brand in 2030.
A reorientation accelerated by the shortage?
The long-lasting shortage of semiconductors could also weigh on Audi’s strategy. Like its competitors, the manufacturer must favor the installation of available chips in the most profitable cars, even if it means removing some versions or equipment from its catalog, or even models. The firm would be encouraged in this direction by the demand of its customers. ” In the group, we try to secure the result (commercial) global. That’s why we favor the models that share the most profits. In addition, we are noticing a trend towards more equipment, so turnover is growing faster than sales. “, would have detailed Markus Duesmann.
The first Audi Q2 of the name has been available since 2016; it was facelifted in 2020. The second and current generation A1 has been on the market since 2018. Since the traditional sales cycle of a car is usually seven years, these models could disappear in 2023 and 2025 respectively. , it is not to be excluded that Audi keeps them in the catalog a little longer.
Source: Handelsblatt