Audi Q4 e-tron to bolster sales momentum

AUDI Australia says a substantial list of new model arrivals over the coming 24 to 36 months will further bolster the brand’s sales success, as it closes the gap on Mercedes-Benz.

Year-to-date figures for 2023 show sales of Audi model sales are up 31.6 per cent over the same time last year to 15,546 units – and on target for a best-ever sales year. The number still falls some 4727 units behind that of historically stronger Mercedes-Benz, but the gap is closing at a notable rate.

Over the same timeframe, Mercedes-Benz sales have fallen 12.9 per cent to 20,273 units, giving Audi an opportunity to become the second-best selling premium marque in the country behind BMW (with 21,510 YTD unit sales, an increase of 7.0 per cent).

Speaking with GoAuto at a media event aimed at showcasing a range of several of its latest Audi Sport and e-tron vehicles this week, Audi Australia director, Jeff Mannering, said the arrival of updated and new models in key segments would give customers and dealers access to the broadest range of Audi vehicles yet.

“It has been a pretty solid year for Audi in Australia. We were the biggest market in the overseas region last year, which gives us some clout with the factory – and we are also just outside the top 10 worldwide (in terms of overall market sales),” he said.

“Our supply has returned to normal levels, and we have more cars in the right segments – which has helped us to close the gap on some of our competitors in those segments – and I believe the Audi Australia team and our dealership are doing a very good job.

“Getting bums on seats – knowing how a car drives, what it looks like, how it feels, and how the ownership experience can be of benefit – these are very important touchpoints to premium buyers.

“We spend a lot of time with our dealer network ensuring they have the answers to our customers questions, and that is especially important with electric cars; and I think the Q4 e-tron will become a classic example of that.

“After all, it will be the first time we have had an electric SUV in the segment, and importantly the car will give us an electric model that comes in under the FBT threshold.”

Indeed, given its positioning in terms of packaging, price, and performance, the Q4 e-tron has the potential to become the German marque’s best-selling battery electric vehicle in the local market.

The success of rival brands shows strong buyer preference for mid-sized SUVs, with models including the Tesla performing particularly well. Given its standing as a premium marque, the 2024 Audi Q4 e-tron will form a natural rival to the likes of the BMW iX1 (from $78,900 plus on-road costs), Lexus UX300e (from $79,990 +ORC) and Mercedes-Benz EQA-Class (from $82,300 +ORC).

“This car (the Q4 e-tron) will answer a lot of questions for buyers who have an interest in that segment, and that price point, whether they choose to buy the car outright, lease the car as part of a novated package, or as a company vehicle that is more environmentally friendly,” he added.

“I think we are in a segment and at a price point with the Q4 e-tron that is a genuine premium alternative. Over the next 24 to 36 months, we will offer even more in this and smaller segments, and with more electric vehicles that are pretty close to that $60,000 price point.

“These are segments that we are currently not in – and I think that is why we’re not selling the volume of cars that we could. But that is about to change. With the benefits of shared platforms (with Volkswagen) we will have a greater range to offer than ever before.”

Audi Australia product manager, Matt Dale, said the changing dynamics of the local portfolio had no set cap, with all products offered globally under consideration and guided only by market demand.

“The broadest range we have ever had is right now – and that will continue to grow as we make the transition to electrification. While we continue to offer petrol and diesel ICEs, we have also began offering plug-in hybrid and BEV models, and we do not have a number that we are going to cap the model range at,” he explained.

“It is all about customer choice, and to the premium or luxury buyer, that experience around customer centricity, around choice, the range of products and body styles, and so on is something we will also continue to offer.”

Regarding the Q4 e-tron specifically, Mr Dale said the vehicle would fill a very important role for the Audi brand locally as it continued to expand the number of low- and zero emissions models it makes available.

“It is one of the first questions customers are asking, ‘what BEVs do you have?’,” he added.

“We will have an increasingly broad offering, but our behind-the-scenes strategy is one that is also very pointed, very focused on offering the right choices for our customers without creating too much complexity, and that is something we will continue to work on going forward.”

Key premium marque annual sales 2018 – 2023:

*Year-to-date sales as at end October.