While we thought it had launched its great electric revolution, Audi is reviewing its strategy and taking a step backwards. The brand should focus again on its thermal engines.
If we know Audi well for its emblematic models, its numerous racing successes and its famous five-cylinder, when it comes to its electric vehicles, it’s not the same tune. If the enthusiasm around EVs is intensifying in general, the brand with the rings wants to slow down its momentum. The main reason ? Insufficient sales, which echo the difficulties encountered by its parent company, Volkswagen. Indeed, the German giant is not in the best of health regarding its electric sales.
A faltering commitment to electricity
The manufacturer was committed to a 100% electric range. between 2030 and 2035 », a very ambitious plan supported by 10 new models by 2026. Two years after this fanfare announcement, the future is now rather uncertain.
When market reality comes knocking, that’s when difficulties arise. Indeed, certain models are experiencing rather disappointing sales compared to the brand’s forecasts: the Q4 and the Q8 and their Sportback versions, the e-tron GT in particular. The Audi Q6 e-tron will not be released on time and the VAG Group’s supply chains face recurring software problems.
A cautious strategy or a real step back?
Audi therefore justifies delaying the launch of its new electric models in the face of “ a slowdown in the electricity market “. A bias to avoid overloading its teams and to avoid at all costs the phenomenon of under-utilized factories. On the other hand, on the side of its cousin Porsche, the models are selling satisfactorily and the electrification of its range continues at a good pace.
However, on the thermal sales side, Audi maintains the same pace. For the moment the A6 and the Q6 are the only models confirmed for the year 2024. The A4, for its part, is waiting to compete with the new BMW i3 Neue Klasse or the Tesla Model 3. While its two competitors historics, BMW and Mercedes, seem to be charging confidently into the electric era, Audi seems to be losing a little of its splendor. For now, at least!
Source : Clean Automotive
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