Audi Plans More Niche Models


  • Audi Nanuk Quattro Concept Picture

    Audi Nanuk Quattro Concept Picture

    The Audi Nanuk Quattro Concept may be bound for the real world. | December 02, 2013

Just the Facts:
  • Audi will launch a series of new, upscale and image-enhancing models that potentially could include production versions of the Audi Nanuk Quattro Concept and the Audi Quattro Concept, Edmunds has learned.
  • Andre Konsbruck, director of Audi UK, said both cars are undergoing customer market research programs and internal business case evaluations.
  • Both cars were engineered for production when they were developed.

LONDON — Audi will launch a series of new, upscale and image-enhancing models in order to underpin its desirability and premium credentials, according to the director of Audi UK. These could potentially include production versions of the Audi Nanuk Quattro Concept and the Audi Quattro concept.

Both cars were engineered for production when they were developed. Neither car has been confirmed for the showroom, said Andre Konsbruck, but both are undergoing customer market research programs and internal business case evaluations.

The Audi Nanuk Concept bowed at the 2013 Frankfurt Auto Show. It was pitched as a sports car that could theoretically also go off-road. In concept form, it is equipped with a 5.0-liter twin-turbo V10 engine.

The Audi Quattro Concept, which debuted at the 2010 Paris Auto Show, is shorter, lighter and more aggressively styled than the RS 5 on which it is based.

"Every concept we show has production possibilities, and these cars are no different," said Konsbruck. "I can see a future where we deliver different, innovative premium cars that people aspire to own such as these. They will be niche, and they will push our price ceiling, but they deliver on the brand image and build the desirability of the brand as a whole."

Konsbruck believes that upscale models such as these are essential for maintaining the desirability of the marque.

"However popular they are, we cannot just build Audi A3s," he said. "Audi has always done special projects to drive its premium image, and cars like the Quattro and Nanuk could achieve that."

Edmunds says: Audi has shown several appealing high-image concepts recently and talked of building them, but manufacturing confirmation has yet to come. At least one of them is needed to reinforce Audi's desirability.

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