Audi advocates diesel future Down Under

Audi Australia will pursue an aggressively diesel-focussed growth strategy Down Under. The news came on the launch of the latest Audi oiler to arrive in Australia, the A4 2.0 TDI which was unveiled in Melbourne this week.

A bullish Audi Australia boss Joerg Hoffman told the media that 2006 would see a significant increase in diesel-engined Audi models in Oz. In addition to the current, A3 and A6 TDI models, next year will see diesel-engine variants of the A8, A3 Sportback and Q7 SUV launched. Extra A4 diesel models will also be offered.

"We firmly believe in the strength of our TDI technology," Hoffman told CarPoint at the launch.

"The [diesel] strategy is right for Australia. Our job is to convince and convey the story… To get customers to drive the [TDI-engined] cars."

Hoffman stated already 35 per cent of A6 sales Down Under were the 3.0 V6 TDI model. This is significantly more than the 15-20 per cent model mix the company predicted at the model’s launch in April 2004. In some international markets up to 60 per cent of all Audi's sales are diesels.

The front-wheel drive A4 2.0 TDI has arrived in Australia priced aggressively at $56,990, under the luxury car tax threshold and, significantly, over $11,000 cheaper than the next 'prestige' diesel offering, Mercedes-Benz’s $68,400 C220 CDI.

The Audi’s TDI engine is rated at 103kW/320Nm and is matched to the company’s excellent Multitronic CVT transmission. (Look out for CarPoint’s driv impression next week)

According to Hoffman, the next TDI model to arrive Down Under (in March 2006) will be the 4.2 V8 TDI-engined variant of the range-topping A8. The engine has won praise overseas and is billed as the world’s most powerful passenger car diesel. It is rated at 240kW and boasts a massive 650Nm of torque.

April 2006 will see the 3.0 V6 TDI variant of the A4 launched in quattro trim. The muscular all-wheel drive sedan gets the much-praised powerplant from its A6 stablemate.

June will see an entry-level 1.9-litre TDI-engined A3 Sportback launched. These updates will take to two the TDI-engined models offered in both the A3 and volume A4 ranges.

The final piece in Audi Australia's 2006 TDI assault strategy is the long-awaited Q7 SUV. Due for September 2006 release -- and in an aggressive pre-launch marketing phase already -- the seven-seater four-wheel drive wagon will be offered with the 3.0 V6 TDI from day one. Indeed, expect this variant to be the volume seller.

Audi is no doubt looking for conquest sales with its diesel strategy. With the marque set to post near 30 per cent growth in Australia in 2005, it will need to be right on the money with its 2006 TDI 'punt' if it is to continue its resurgence Down Under. With fuel prices easing as this is written, some of the logic of 'going diesel' is being eroded. That said the real attraction of the modern diesel runs deeper than just fuel economy -- whether Audi can sell these benefits will be the real question.