Audi risks losing its sales momentum on barren model push

Article by Anita Panait, on March 6, 2014

Audi will just showcase one model, a niche luxury sports car, at the 2014 Geneva Motor Show. Audi, the luxury unit of the Volkswagen Group, unveiled a new version of the TT sports car, which accounted for less than 2 percent of the brand's 1.58 million sales in 2013.

On the hand, close rival BMW will present the latest model from its cutting-edge "i" series of electric cars, while Mercedes-Benz will showcase a new version of its C class.

Over the past decade, Audi had worked hard in order to narrow the sales lead of current market leader BMW. But it seems that it is now losing momentum.

While its rivals have been bringing out new products in recent industry gatherings and auto show, Audi’s exhibits are not so eye-enticing. Likewise, revamps to Audi's top-selling A4 sedan and the Q7 SUV, slated for this year, will be pushed into 2015 as they need to be reworked, two VW sources familiar with the matter told Reuters.

As a result, some analysts are questioning whether Audi could maintain its strong sales growth and achieve its target of surpassing BMW by 2020.

"Audi is facing a barren spell just when Mercedes-Benz looks to take the fight back to the premiums," said Stefan Bratzel, head of the Centre of Automotive Management think-tank near Cologne. "The current order is anything but set in stone," he added, referring to luxury car industry rankings.

The European vehicle is on its road to recovery following six years of decline, with sales in the European Union surging for a fifth straight month in January. [source: Reuters]

Topics: audi

If you liked the article, share on:

Comments

Recommended

Audi’s intention to bring out the Renn Sport Racing version of the Q5 was made clear when it unveiled the Audi SQ5 at the 2017 Detroit Motor Show early this...
by - July 22, 2017
Kia’s Sorento midsize sports utility vehicle is reaching its mid-cycle for the 2018 model year. Thus, its fans, enthusiasts and satisfied customers are expecting the Sorento to receive an update...
by - July 22, 2017
The Lotus Evora Sport 410 astonished the world after arriving as the more powerful and lighter edition of the already impressive Evora 400. Now, Lotus Cars is throwing in another...
by - July 22, 2017
The Europe-bound WRC hatch developed by Toyota and Gazoo Racing team will be limited to just 400 examples as reported by AutoCar this week. Otherwise known as Gazoo Racing Masters...
by - July 21, 2017
Even cops get excited when they’re assigned to drive the best cars in the market. In Austria, police officers drive around in a Porsche 911 Carrera while in Milan, authorities...
by - July 21, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries