Each quarter we’ll update you with the ‘inside story’ gleaned from thousands of conversations our team are having with manufacturers, dealers, finance companies, used car buyers and other industry experts.
As always, our goal is to use our industry expertise to help you, the client, make a more informed choice. We’re not obsessed with 0-60 mph stats, and you won’t find car reviews in this section (we have some of those elsewhere), but a wealth of knowledge curated to help you understand the moving parts behind one of the most expensive decisions you may be making in life.
In the opaque world of the automotive industry, we aim to give you condensed, relevant information, to shed light on what you may need to know before making any decisions.
In this edition, we take a deep-dive into the latest news from Audi.
Lead times and microchips
At one point in October 2021, Audi had the embarrassing situation of having to completely shutdown parts of its production, with most of the assembly lines at its factories in Ingolstadt and Neckarsulm in Germany at a standstill.
The BBC reported in February 2021 that the chip shortage was already affecting Audi production. Over 12 months on, things aren’t really improving for the German automaker, albeit once again, it is EV production that has been the least affected.
This spring should see more stock around, especially in terms of e-tron Sportbacks, GT e-trons, and the Audi Q5.
Discounts and pricing
Audi discounts have been relatively consistent, with the manufacturer supporting dealers and consumers far better than some others (notably the likes of Mercedes who have been very focused on their own priorities, ahead
of all other stakeholders). As an example, P+B currently have access to 12.5% on the Audi e-tron electric SUV, and the A3 hybrid is also well-priced. The Audi Q5 is comparatively strong vs. the outgoing models of Mercedes GLC and BMW X3.
Models and Electrification
Audi were quick to the punch with the Audi e-tron SUV and this model has been a qualified success, but the e-tron GT has lagged far behind its cousin the Porsche Taycan. With the competition hotting up in the electric vehicle space. Audi have had marked success with the first ‘crossover’ EV, in the shape of the Q4 e-tron, but huge production delays with this model do look like they may undermine this success.
Strategy Snapshot
As part of the Volkswagen Audi Group (VAG), Audi follow the parent lead in committing fully to an electrified future. What happens with the likes of the ‘RS’ and ‘S’ models over the coming decade will be an interesting side note, as there remains a core fanbase for these vehicles, a fanbase that is probably Audi’s most loyal customer base. How to retain, and grow, this customer group, while attracting the next generation of climate-centric, ‘gadget-brand conscious’ customers is a major strategic challenge.
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