We already knew that Audi was looking to streamline its model portfolio and dial back some of its model offerings. The main reason for this is cost. Rather than spend a ton of money producing models that make little profit, instead put that money toward the research and development of electric mobility. On top of that, though, Audi wants to target a younger audience.
According to Audi CEO Bram Schot, “We want to get more penetration in the high-end segment, but at the same time, we want to increase young customers, which you do not find in that segment,”. And he’s right, customer under the age of 35 don’t often have the funds to buy high-end luxury cars. So to attract a younger audience, Audi has to develop cars specifically for it.
“If you take an average customer over 50 years old, they have a completely different requirement set to connectivity and digitization than a 25-year-old. But the cars where you can afford that most are the cars bought by those over 50.”
So the brand is planning on pushing more small, less expensive, but also high-tech, cars. These cars will likely be the Audi A1, A3, Q3 and Q3. Which makes sense as to why Audi pushed a ton of tech into them, even more so than other cars in the class. It’s not the only premium brand doing it, either. Mercedes-Benz just packed a ton of tech, some industry-leading, into the new A1-fighting A-Class.
The brand also announced the Audi A1 Citycarver, a small city-minded hatchback designed to be a bit more rugged and targeted directly at active young people. So there’s already a clear direction that the brand is taking at the cheaper end of its model portfolio.
It should be interesting to see what comes next, as Audi is not only pushing smaller, less expensive cars but also electric cars and hybrids. So it’s possible we’ll see quite a few cars based on the VW Group’s MEB architecture, the same one that underpins the Volkswagen ID.3.