When you're up against juggernauts like BMW and Mercedes-Benz (and a familiar combatant in the shape of VW) you have to think on your feet.
Audi is doing just that and it's paying dividends, with the company reporting Australian sales are up by 41% for the year to date.
Though there's new product to trumpet -- such as the TT Roadster (more here) just released or the forthcoming A5/S5 – part of Audi's 2007 success is a growing strategy of debuting 'niche-satisfying' variants of current core models.
The S6 and S8 are such additions and the A6 Allroad quattro (more here) is another. Having built a very loyal though small following with the high-riding wagon, its high profile launch was a case in point. And a clear example of Audi's continuing efforts to improve brand recognition locally via product expansion.
The recent A4 SE delivered Audi with extra visibility at a much lower entry price. And now comes news that a new entry-level Q7 will join the fray.
Also tagged with the 'SE' badge, the new Q7 variant offers cloth trim in lieu of leather and other detailed changes include the dropping of the rail and rod luggage anchorage system. The big wagon's auto-dimming mirror and the rain sensor wipers have also had the chop.
This revised specification will, however, allow Audi to bring the Q7 SE onto the market for $79,900. And that price includes a reversing camera, which the maker considers important for pedestrian safety.
According to Anna Burgdorf, Audi's General Manager, Corporate Communications, "It is clear in the [Australian luxury] SUV market…that there is a need for a sub-$80,000 vehicle to meet customer demands.
"Though its entry level price is lower, the SE will compete like any other Q7 as a luxury SUV," she said.
People likely to buy the 'full fruit' Q7 are young professionals with families; typically aged between 30 and 55. Burgdorf says this also applies to the Q7 SE, the first shipment of which is due to arrive next month.
Ms Burgdorf was coy concerning the Q7 SE's direct competitors. Nonetheless at its sub-$80K price and specification, it's in the same ball park as another relatively recent release -- Volvo's XC90 3.2 Executive. Along with a new diesel powertrain, the Exec version of the Volvo has 'powered' a recent resurgence in sales for the Swedish marque.
Audi intends to add more variants to the Q7 family, with a Diesel V8 variant of the Q7 due later in the year.
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