It’s no real surprise what Audi Chairman, Ruper Stadler, predicts for the next five years. He says around 40 – 45 percent of all models in the range will be SUVs or crossovers by 2020, because “I prefer to react to what the customer wants and they’re asking for SUVs,” he said.
AutoExpress says Stadler is keeping a close eye on fellow German rivals and what they’re doing, in a spying-copycat game of epic proportions. Nobody seems willing to want to educate the buyer, and manufacturers are just looking over the fence, imitating and then saying they did marketing research that proves the faultlessness of their plan.
This was / is to be expected, and the current range reflects it batter than words could. The world has gone crossover-crazy and nobody can apparently do anything about it – just don’t call it progress Audi, please. Your corporate motto shouldn’t be “Vorsprung durch Technik”, but rather “Vorsprung durch Ihren Geldbeutel um jeden Preis.”
The hypocrisy of investing billions in green propulsion tech, then wasting all that effort putting by it in tall (and inherently less efficient) all-wheel drive estate that nobody will use off road is too great to fathom…
We’re curious for the predictions for the year 2030; will it all turn to sh…arp looking crossovers by then? Will we completely forget the simple attraction of a three box shape with regular ride height? We might as well accept our fate and just start mass-producing autonomous pods and get it over with. Soon, the automaker may not even offer A-badged models, only Qs.
Note: Audi Q7 e-tron pictured
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