Audi wants to compete on pricing with Bmw and Mercedes-Benz with the R8 GT

Article by Christian Andrei, on October 25, 2010

Audi’s R8GT, its most expensive model ever with a price tag of 193,000 euros ($270,000) in Germany, is being aimed to rival the pricing of BMW AG and Daimler AG's Mercedes-Benz.

In an interview, Stephan Reil, development chief at Audi's Quattro sports car division, said that the vehicle is included in a wider expansion of Audi's model range that could include a third sports car line aside from the R8 and TT.

Audi considers these high-end sports cars to be highly significant since they raise the brand's overall appeal and they help the automaker raise the price customers are willing to pay across the entire model range.

When it comes to pricing power, Audi falls behind BMW and Mercedes. In the last ten years, Audi has been boosting its offerings. Sascha Heiden, senior analyst at IHS Automotive in Frankfurt, said that the more Audi advances as a premium manufacturer, it will become less necessary for them to reduce prices further.

Edmunds reveals that the average price Audi currently gets for a car in the US, the largest market for luxury autos, is $43,820. This makes it about $12,630 less than Mercedes and $7,829 lower than BMW.

At the company’s headquarters, Reil said that the car will “naturally have a positive impact on the flagship Audi brand.” With regards to the new models, Reil said that many options are being considered and that everyone has to “wait and be surprised.”

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