Audi is embarking on an exciting journey to elevate its brand even further into the prestigious market. Focusing on luxury, Audi plans to introduce upscale replacements for the A8 and the Q7/Q8. The Grandsphere concept, revealed in 2021, hinted at a new flagship model that could redefine the A8’s position in the luxury segment.
Additionally, the 2022 Urbansphere concept suggests that an even more spacious SUV could be in the pipeline. As part of this transformation, Audi is strategically positioning itself as more luxurious and exclusive.
The brand is stepping up in terms of premium quality and desirability. Jose Miguel Aparicio, Audi’s new UK boss, emphasized focusing on quality over quantity to enhance the brand’s overall perception. Aparicio also mentioned the introduction of new products like the upcoming A6, which is available in petrol and electric versions.
The brand is consciously increasing pricing to attract more customers in the C and D segments.
Audi Ditches Budget
Audi wants to focus on strong brand appeal and product innovation to create greater desirability. The brand plans to enhance the overall customer experience, aiming to evolve upward and increase its premium status.
Audi has the potential to improve its perception within the Volkswagen Group without competing directly with luxury brands like Bentley and Porsche. Bentley and Porsche continue to define the luxury market, but Audi sees opportunities within the premium sector by targeting various customer segments.
The evolution will require adapting the customer experience and working closely with retail partners to ensure the proper offerings are presented.
Fancier Yet Pricer Cars
The transition to EVs has opened up new avenues for brands to reshape how customers perceive them. “This new era is brimming with opportunities and challenges,” said Audi’s UK boss. “As the rules evolve, we can’t take for granted that previous premium brands will remain the frontrunners in the future. We need to prove our worth! Ensuring our product range and customer experience reflect our premium status is crucial in this exciting landscape of electric vehicles.”
Conclusion
According to Jose Miguel Aparicio, Audi’s new UK boss, Audi cars are expected to see a notable increase in pricing. Audi cars want to be the Maybach rather than Mercedes-Benz, which previously owned Audi.
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