Audi Avant on guard
Local Audi boss says prestige brand's new Avant offerings can draw market attention away from SUVsAudi believes local car buyer attention will shift from SUV to wagon models. This week’s launch of the updated A4 range, including a range-topping S4 Avant model, supports that view. And the release of the A6 Avant earlier this month is further corroborating evidence.
The SUV segment is well-stocked with variety and consequently attracts wide customer consideration. But issues like our ageing but active population and carbon tax warrant a closer look at wagons, according to Audi Australia MD, Mr Uwe Hagen.
“On average we’re seeing transport of kids and lots of equipment,” Mr Hagen told motoring.com.au. “The station wagon offers all the [load] flexibility. Like for pushbikes: try to put one on the roof of an SUV. That’s a challenge [whereas] on an Avant it’s much easier.”
In terms of increases in tax for road users, Mr Hagen suggested Australia is simply in line for what’s been introduced in cities elsewhere; mostly affecting SUV owners.
“There will always be the question: is an SUV really necessary? That’s not happening with the station wagon because people see it differently.”
Mr Hagen admits local buyer movement toward wagons “may take some time because what we’ve learned out of this market is there’s outback thinking... We don’t want to change that culture and in the SUV segment we’ll always act strong.
“We just believe there is a form of transition between sedan and SUV,” said Mr Hagen “Normally there’s a jump from a sedan into a large car but what you see now in SUV [sales] is people moving downwards with the offers.
“Q5 took a strong part out of Q7 and now Q3 will take something out of that. Put a station wagon alongside the smaller SUVs and there’s not a huge difference, and if we lift it like the A6 Allroad, it’s the same height.”
Renewed interest in its offer of wagons including the Allroad A4 is due to Audi’s pursuit to stay ahead of the game. “If there’s mainstream demand like in the SUV [segment] everyone must follow. The premium industry took this on but it was not a major part. Now everybody has one,” said Mr Hagen.
Wagons pose the next best thing. “Looking into the future and at efficiency, the SUV is good to tow a boat but at the bowser sometimes you’ll ask if you really need it.”
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