2011 Audi A7 Sportback targeting families looking for a sportier car

Article by Christian Andrei, on September 8, 2010

Audi is marketing its new A7 Sportback toward families who want a sportier car. Audi is aiming to surpass BMW AG and Daimler AG when it comes to luxury car sales. Chief Financial Officer Axel Strotbek said the A7 plays a major role as Audi seeks to penetrate customer groups that are willing to pay more for their vehicle.

He said that this will definitely help in boosting its profitability. At the end of October, the A7 will start selling in Western Europe for 51,650 euros ($66,000). Strotbek expects this five-door model to help improve Audi’s sales in the compact and mid-sized segments to 400,000 vehicles in 2015 from 250,000 this year. However, he declined to reveal its sales target.

The A7, which is expected to rival BMW's 5-series Gran Turismo and the Mercedes-Benz CLS, is the first in a new product class that combines sportiness with the spaciousness of the top-end A8.

Audi has set a goal of beating BMW and take its title as the biggest luxury automaker in 2015. Juergen Pieper, an analyst at Bankhaus Metzler in Frankfurt, said that this “highly profitable product” can boost Audi’s entire lineup.

Pieper added that VW’s mass production facilities will help with the cost, giving it a huge advantage against BMW and Mercedes. Audi needs VW’s help because it doesn’t have the pricing power of its two competitors yet.

CEO Rupert Stadler said that Audi's eight-month deliveries increased by 18% to 726,590 vehicles. He added that sales through August are 8% above the 2008 level, Audi's best sales year previously. Strotbek revealed that August sales gained 22%. [via autonews - sub. required]

Topics: audi, audi a7, sportback

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