Audi boss focuses on SUVs to win consumers' hearts

Audi began the greatest investment plan in its history a year ago included in its own attempt to overtake BMW as the planet 's largest premium automaker by 20 20. The Volkswagen Group subsidiary company will invest 2 4 billion euros ($26.12 billion) through 2019. Audi Chief Executive Officer Rupert Stadler, 52, is especially bullish regarding the auto-maker fast growing SUV line. He described why in an April interview with Automotive News Europe Editor Luca Ciferri at the Shanghai autoshow. Q: Audi will have 60 versions or versions by 2020. Which body design will account for nearly all the line? A: Internationally, we'll respond pro-actively to the increasing amount of consumers who have sport utility vehicles' greater driving position as well as their awareness of increased security. We already chose to go smaller with the Q1 and to go larger with the Q-8. Whatever the size of the sport utility vehicle, we try to be the most sought after version in the section. By way of example, the trade cost to get a Q7 is much like our A8 flagship sedan because our sport utility vehicles will not be practical offroaders. Last yr Audi revealed the sport utility vehicle-inspired t t Offroad Theory. Is that Audi's eyesight for a sporty compact SUV which will be badged as the TTQ? The comments for this theory was quite favorable, but no selection has been made on whether we will construct something like this. If this type of model can get the green-light, to be on top of its own section it'd have to be underpinned by another generation of the MQB design. That signifies it wouldn't arrive until after 2020. Audi has revealed three Prologue idea vehicles. What's the function of the autos? They offer a glimpse of our potential design course therefore that people are able to acquire some customer comments. The initial Prologue theory, revealed last year in the Los Angeles Autoshow, received extremely positive comments. This is really essential for us because we'd faced some criticism about our layout. With that theory we revealed where we're headed. Does the Prologue Avant concept revealed in Geneva suggest in a coming A8 station wagon? This theory, using its powerful sex appeal, additionally created outstanding comments. For people, it affirmed that our future layout direction is right. Sadly, station wagons are popular only in Europe, therefore we doubt there would be sufficient need to warrant constructing this type of version. Is world-wide endorsement of Audi's Sportback versions growing? Definitely. In addition they love high trade costs. The A-7 Sportback, which is founded on a single structure of the A5 and A6, h-AS typical trade costs close to the A-8. Should we anticipate more Sportback forms? We do not discuss potential versions, but I can say that we're spending so much time in this sector. Certainly, versions with great margins possess a much better prospect of having creation acceptance. Does Audi want a big, four-seat coupe to compete against the BMW 6-series? Versions like that add stature and increase the brand picture, but that section is quite small and shrinking in size. If you're trying to increase your world-wide quantity, a big SUV such as the upcoming Q8 is prone to be a victor when compared to a big coupe. Does Audi stress that Google or Apple can be powerful competitors to auto makers? No, because we work closely and efficiently with both of these. We understand we are going to compete in a few areas and collaborate in the others. That is standard. Over a year-ago we entered the Open Automotive Alliance with Google. That is great for us because we're learning more about businesses whose product lifecycles are completely distinct from ours.

It's possible for you to reach Luca Ciferri at [email protected].

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Automakers
Executives
Rupert Stadler

Audi
SUV

Marketing

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30.05.2015
ID:2142

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