Audi began the largest investment program in its history last year as part of its effort to overtake BMW as a manufacturer of premium world's largest automobile in 2020. The subsidiary of the Volkswagen Group will spend 24 million euros over the next five years to add new products, lightweight technologies, alternative transmissions and improve connectivity. Audi CEO Rupert Stadler is particularly optimistic about fast line automaker SUV growth. He explained why in an interview with Automotive News Europe Editor Luca Ciferri.
Audi will have 60 models or variants in 2020, up from 50 now. What body style will grow faster?
Globally, we will respond proactively to the growing number of customers who enjoy higher driving position SUV 'and sense of increased security. We already decided to go smaller with the Q1 and go bigger with Q8. Regardless of the size of the truck, we strive to be the most sought after model in the segment. For example, the transaction price for the Q7 is very similar to ours A8 because our land is not utilitarian SUVs are true premium vehicles, particularly in terms of interior fit and finish.
Last year, Audi TT concept was inspired SUV. That is your vision for a sporty compact SUV?
The feedback was very positive that concept, but has not taken a decision on whether we will build something. If this model gets the green light to be on top of its segment it would have to be supported by the next generation of the MQB architecture. That means not arrive until after 2020.
Audi has shown three different Prologue concept cars. What purpose do not meet those cars?
They provide a vision of our future design direction for us to get some customer feedback. The first Prologue concept shown last year at the LA Auto Show, received very positive feedback. This was very important for us because we had faced some criticism of our design. With this concept we show where we are headed.
Does the Foreword Avant concept shown at the Geneva Motor Show 2015 referring to the upcoming A8 wagon?
This concept, with its strong sex appeal, also generated excellent feedback. For us, it confirmed that our future design direction is correct. Unfortunately, the cars are popular only in Europe, so doubt there would be enough demand to justify the construction of a model of this type.
It is the global acceptance of its Sportback models growing up?
Definitely. They also enjoy high transaction prices. The A7 Sportback, which is based on the same architecture as the A5 and A6, have average transaction prices close to the A8.
More Sportback variants are planned?
We do not talk about future models, but I can say that we are working hard in this sector. Clearly, models with good margins have a better chance of getting approval for production.
Need Audi a great four-seat coupe to fight BMW 6 Series?
Models such as adding prestige and enhance the brand image, but that segment is very small and getting smaller. If you are looking to increase their overall volume, a large SUV as next Q8 it is more likely to be a winner of a large coupe.
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