February 15, 2025 – According to a report by Auto Express on the 13th local time, Audi is further elevating its brand positioning by planning to introduce even more luxurious replacements for the A8 and Q7/Q8 SUVs, pushing the brand towards a higher-end market.
The newly appointed head of Audi UK, José Miguel Aparicio, stated in an interview, “We are moving towards a more premium direction, enhancing our brand reputation, appeal, and recognition, with a greater focus on product quality rather than quantity.”
Aparicio emphasized that Audi’s range of new products launched in broader markets, including the new A6 (both gasoline and electric versions), the new Q6 e-tron, and Q5 SUV, is shifting their customer base. “Our price increase is noticeable because our market share in these segments is growing; we are reaching out to more customers in the C and D segments,” he said.
“This signifies a substantial price hike, and to achieve this smoothly, we must succeed by building our brand’s allure and desire. Product innovation is crucial, but we also need to deliver a premium, high-quality experience to our customers. This signifies an upward transformation we are undergoing,” Aparicio added.
Within the Volkswagen Group family, which includes brands like Audi, Porsche, Skoda, Bentley, Lamborghini, Seat, Bugatti, and more, Aparicio believes Audi has ample room to elevate its brand image without conflicting with Bentley’s luxury status.
“Luxury is represented by Bentley and Porsche. There are numerous sub-segments in the high-end market, and products can be offered to customers in various ways. This is not a radical change, but rather a brand evolution that must be accompanied by corresponding adjustments in customer experience. This is a goal we need to work towards with our retail partners,” he explained.
The transition to electric vehicles provides an opportunity for the brand to reshape customer perception, which Aparicio sees as both an opportunity and a challenge. “A new era is dawning, industry rules are changing, and we cannot assume that brands considered premium in the past will naturally become winners in the future. We must now strive for it. We have to ensure that our product line delivers sufficient value and provides an excellent customer experience. This will ensure we maintain our position as a premium brand in the future electric vehicle market,” he concluded.
