Audi confirms new model agenda

Four-ringed brand's expansion continues unabated

The model onslaught from Ingolstadt will continue despite the global financial crisis. That was the message from Audi Chairman Rupert Stalder (pictured) after the German firm’s annual general board meeting yesterday.

Stadler’s speech following the meeting reconfirmed the brand’s commitment to rapidly expand its range to 40 models by 2015 despite the dramatic change to the economy around the world. He was quick to trumpet Audi’s success against arch-rivals BMW and Mercedes- Benz in key markets around the world while explaining the continued importance of its expansion plans.

“Audi has been managing its business systematically and profitably for many years,” Stadler said. “We have never grown for growth’s sake, but always in order to place Audi on a firm footing. We identified risks early on and took advantage of opportunities; we have caught up to peers in a peerless fashion; we have launched one enthralling vehicle after another — and have become — in Europe as well as China and quite a few other countries — the leading premium brand.”

Stadler confirmed the Sportback Concept unveiled at the Detroit Auto Show earlier this year will go into production as the A5 Sportback in the “near future”; most likely hitting the market either later this year or early in 2010.

“The A4 has attracted the largest share of customers loyal to the Audi brand,” Stadler said. “And a great number of them want to move further upward while carving out their own unique identity.

“The A5 Sportback is precisely what they’re looking for. This vehicle will pose a genuine innovation in the B segment: a revolutionary vehicle concept offering the ideal blend of functionality and aesthetics.”

He also revealed more details of the forthcoming new generation A8 flagship sedan. He promised the new luxury limo would adhere to the brand’s values of sporty, progressive and sophistication and was bullish about its chances in the current climate.

“The A8 will be the sportiest luxury sedan in its class — and set new standards with regard to interiors,” he said. “Its precision and build quality are second to none. This model naturally means a great deal to us, because it played a greater role than any other car in the rise of the Audi brand.”

The other key new model Stadler referred to is the Mini-fighting A1 which will be a crucial player in the brand’s expansion. Not only will the A1 hatch spawn several variants to further extend the Audi line-up it will also play a major role in enticing new, younger customers to the brand.

“This car also broadcasts a clear strategic message: It is a worthy bearer of the four Audi rings on its radiator grille and it will be the first truly premium car in its category,” he said. “The A1 will attract young people to Audi, and our wide range of products will thereafter serve to retain them as customers throughout their lives.”