Audi preps new model assault

AUDI Australia has outlined clear-cut directions for its future powerplants with a mix of electrified models and a continuation of conventional internal combustion vehicles.

The company this week confirmed that Australian buyers will get the drivetrain buffet, able to select Audi products with battery electric, plug-in hybrid or internal combustion-engined options

Expanded product lines in each are earmarked for launch this year – one of the busiest in Audi’s recent history – starting with the Q4 e-tron EV which started deliveries this week.

Audi Australia boss Jeff Mannering said buyer choice was vital in the premium segment.

“Our clear strategy is to have a BEV, whether it's a PHEV, and an ICE available in the model segments,” he said.

“We are growing our product portfolio in the three drivetrain types – EV, PHEV and ICE – so customers have a wide range of options.

“To have a broad model range gives customers greater choice but at the same time, we have to be cognisant that we don’t over-complicate our range.

“The diversity allows us to launch models such as the Q4 e-tron into segments that we've never played in before.

“When you move up to the B-segment (Q6) we have the BEV coming (Q6 e-tron next month), a PHEV and an ICE.

“For us, it’s about offering that customer choice in really cool segments.”

Asked by GoAuto if the product rollout differed from siblings Porsche and Volkswagen, Mr Mannering said each brand had their own direction.

In the past month, Volkswagen (including Cupra and Seat) and Porsche have announced substantial changes in their product development of EVs – including abandoning or delaying original plans for exclusive EV production – in reaction to slowing EV demand in major markets.

He would not be drawn into the current wave of indecision and EV backpedalling plagued by Volkswagen, and to a lesser extent Porsche.

“We’re not pulling back from our electrification plans, but we have a clear direction which has differences from Porsche and Volkswagen,” he said.

“Porsche, for example, has a smaller product range than Audi so in times of market changes, may not have the flexibility to reduce its range.”

Despite its global presence, Volkswagen is one of the very few manufacturers on the Australian market without a range of hybrid vehicles.

In Australia, it has only one hybrid offering – the $140,000 plus on-road costs Touareg PHEV SUV.

Much of the catalyst for the introduction of a string of new models in 2025 is the New Vehicle Efficiency Standard (NVES) which Mr Mannering said had given Australia much quicker access to a very wide product range.

“Previously, Australia lagged behind because there were no rules in place that gave incentive for the full product range,” he said.

“Now we have access to these products and with a much smaller timeframe from factory to Australian showrooms.”

Mr Mannering said this was “a pivotal change” for Audi, and the industry.

“We’ve had products in the EV segment in Australia since 2019 with our first e-tron,” he added.

“Now it’s a pivotal change for the Audi brand in Australia, because we’ve got products coming in some really hotly contested segments, like small SUV and through to the medium SUV; and there are more segments being covered.

“We’re coming off a base where we haven't had products in those segments.”

Audi Australia’s head of product Matthew Dale said some of the product mix includes variants below the LCT threshold and in a price area not often visited by the brand.

“Getting two variants below the LCT threshold with the Q4 e-tron is something we have never had before,” he said.

“That’s because there has never been a product there before (luxury EV SUV).

“The Q6 e-tron will offer us another opportunity in the medium SUV segment, which is the second most hotly contested segment in the whole the Australian market.

“I think that we haven't yet seen the growth potential of all these new technologies.”

Mr Dale said the benefits of NVES to Australian buyers was this access to new technologies.

“We have more hybrid plus coming, including a new technology coming out in the new Q5 which essentially acts like a hybrid,” he enthused.

“You can drive it at slow speeds on pure electric. So, it offers another technology, which we’ve been able to bring to the market because of NVES.

“For us, NVES allows for us to lobby for products directly out of Europe.

“In addition, it has traditionally been a long time for a product out of Europe to reach Australian showrooms.

“Now that we have a CO2 target through NVES, that timeline is shrinking and now we’re launching pretty closely to the European market, which is great for our Australian customers.”