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NEWS
Audi A8 buyers prefer diesel
Dismal sales force Audi Australia to drop the petrol-powered A8 from its rangeAudi Australia quietly pulled the pin on its petrol-powered A8 range in Q2 last year (2012), citing slow sales of its 4.2 FSI petrol V8 variant. The model accounted for fewer than five per cent of all A8s sold here with 3.0 TDI and 4.2 TDI variants taking the lion’s share at closer to 50 per cent apiece.
With TDI models now the exclusive option for buyers of Audi’s flagship model it’s not surprising to learn that the German manufacturer will seek to increase its TDI (diesel) portfolio both here and overseas.
Stricter emissions standards in Europe are steering an increase in cleaner burning diesel technology and Audi, in response, has earmarked 13 billion Euro for new products, research and development, and improved production capabilities by 2016 as it seeks to expand its “fast and frugal” TDI range.
The news comes as Audi announced the release of its 3.0 TDI Biturbo-powered A6 sedan and A7 Sportback in Australia this week where Audi Australia product planner, Jackie Waldon, told motoring.com.au there is a demand for turbodiesel vehicles that Audi is working hard to fulfill.
“Investment in new products and the extension of our production capabilities is important for us,” said Ms Waldon. “Sporty diesels are a new opportunity in the market [and] in the A6 and A7 really open up that top-end of our model range.”
In fact the “sporty” side of Audi’s A6 and A7 may be understated. The A6 3.0 TDI Biturbo sedan now offers the most torque in its class, and in Audi’s own range, is beaten only by the A8 4.2 TDI and superseded Q7 V12 TDI. And with strong demand, and an increasing percentage of diesel sales, even Audi admits TDI models are the way forward.
“Diesel sales are very important to Audi and Audi Australia,” emphasised Ms Waldon. “[And] with the Biturbo coming in, that will increase this further.”
In 2012, diesel-powered models accounted for a 43 per cent share of all new Audis sold. The figure represents a 42 per cent increase on 2003 figures and includes passenger and SUV models. For the A6 range alone, 2012 saw 58 per cent of the range’s sales comprised of diesel models, up from only nine per cent in 2004.
“High performance and low fuel consumption is the key with TDI,” reiterated Ms Waldon. “We [now] have a diesel in every segment except our R8 [where] there’s not one available. I’m sure if there was we would love to have one.”
Lack of a diesel for the R8 is a situation that could change once the next-generation model arrives. Speculation already suggests an R20 series V12 TDI is a possibility for Audi’s second-generation sportscar, but Audi says it has “no concrete plans”.
For Australia, the next high-output TDI model to join the line-up will be the SQ5 SUV in April. The model shares the same powerplant as the A6 and A7 3.0 TDI Biturbo.
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Written byMatt Brogan
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