- Audi wants to provide its customers with a more premium experience.
- A long-awaited successor to the A8 has been in the works for several years.
- Former Audi rival Jaguar is also looking to mover upmarket in the future.
While a shiny new Audi might still be out of reach for many car buyers, the brand appears to have set its eyes on climbing even further up the luxury ladder. However, before you get any crazy ideas about Audi becoming a direct rival to Bentley, the company is instead planning to offer a new tier of ultra-luxurious vehicles—just not that luxurious. Think replacements for the the current A8 and Q7/Q8 SUVs, but maybe not the stuff of millionaire dreams… yet.
During a recent interview with Auto Express, Audi UK boss Jose Miguel Aparicio said the automaker is “increasing the prestige, desirability and perception of the brand,” adding that moving forward, it is “more interested in the quality of business than the quantity.”
While he did not specify which new models from Audi could push it into a new luxury bracket, many are eager to see the sleek Grandsphere sedan concept and the large Urbansphere SUV hit the roads.
Read: Audi Grandsphere Concept Rewrites The Next Generation A8’s Script
Aparicio also outlined Audi’s strategic shift following the arrival of their new A6, Q5, and Q6 models.
“We are significantly increasing the center of gravity in terms of price because we are more present [in these sectors]; the number of customers in C and D segments we want to approach is increasing”, he said. “That means a significant increase in price, and in order to do it successfully we really need to create this brand attraction and desire. The essence for this is product innovation, but we also have to offer a premium customer experience to them; we are talking about making an evolution, moving upwards,” Aparicio continued.
A British brand that once served as a rival to Audi – Jaguar – is in the midst of a radical transformation and a push up the market. However, whereas Jaguar wants to become an out-and-out competitor to Bentley, Audi will not step on the toes of its VW Group sibling. According to Aparicio, there’s enough room between the VW and Bentley brands to allow Audi to make more premium and luxurious options.
“That means a significant increase in price, and in order to do it successfully we really need to create this brand attraction and desire,” he the British publication. “The essence for this is product innovation, but we also have to offer a premium customer experience to them; we are talking about making an evolution, moving upwards.”
The Next Audi A8
The current Audi A8 has been around since late 2017 but is expected to be replaced by an all-electric sedan inspired by the Grandsphere concept of 2021. This model was tipped to launch in 2024, but Audi is thought to have extended the life of the current model thanks to strong sales, particularly in China. As such, the Grandsphere may not launch for several more years.
