As part of its master plan to outdo arch rivals, BMW and Mercedes-Benz, Audi will not produce an MPV to compete with the likes of the former’s 2 Series Active Tourer. Yes, you read that right. In a rare move of turning its nose up at a potentially-profitable model, Audi chief, Rupert Stadler, has told Automotive News Europe that Ingolstadt will focus on building SUVs instead.
“We decided on an SUV with the Q1 because SUVs have a higher conquest rate than MPVs, even in the compact segments,” said Stadler. “Consumers are more likely to switch to an SUV and are more likely to pay a premium price because SUVs are considered more emotional. We would rather be the emotional choice than the rational choice,” he added.
If one thinks that Audi is finally getting its mojo back, think again. As much as Audi wants to be perceived as the more emotionally-driven brand of the trio, a decision to go back on a potential A8 wagon – inspired by the Audi Prologue Avant concept (above) – says otherwise. “We doubt there would be enough demand to justify building such a model,” commented Stadler.
The models that Ingolstadt will build, on the other hand, have been confirmed as the Audi Q1, Q8 and Q6 – the latter’s name is still pending confirmation. The Q1 is set to arrive on the scene as the smallest SUV in 2016. Based on the MQB platform, it will most likely pluck its drivetrain options from the Audi A1. At the other end is the Audi Q8, which is expected to arrive in 2019 and sit atop the Audi Q7.
GALLERY: 2015 Audi Q7
GALLERY: BMW 2 Series Active Tourer driven in Austria
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A glorified VW will never be on par with the real luxury of Mercedes and BMW.
Talk kok so much yet can’t even afford to buy one. Go back to your MyVi and have fun racing.
Glorified VW? Why not an understated Porsche?
How stupib can you be? VW is their parent company and Porsche is not Audi’s parent company. Your father is your son or not?
Haha simply because they have no time developing new segment as their their current segment needs more work to compete with others.
Good move…Just stick to what you good at…Just leave the MPV stuff to Japs and French.. they can built them better….who need MPV with quattro system anyway…
yes we don’t need MPV with quattro. but we might need A4/A6 allroad quattro! avants & allroads crossovers is what Audi best at!
Yeah right.
Just give them 5 years. These Germans are smart. Never reveal your cards in a game.
I had a sudden case of vomiting and nausea recently. Would like to alert readers in case they see a 2-series Active Tourer in KL. I have, and suffered the consequences.