Audi Q4 e-tron in slow lane for Aussie launch

The Audi Q4 e-tron is edging closer to Australia – albeit at a glacial pace.

The premium car-maker concedes the earliest the mid-size electric SUV will get here is 2024, blaming a lack of local CO2 emissions regulations and strong global demand as reasons for the lengthy wait.

Newly appointed Audi Australia director Jeff Mannering is urging the brand’s headquarters in Germany to pave the way for the crucial new model, which would provide an EV alternative to the company’s second-best-selling model, the Audi Q5, and take the fight to vehicles as diverse as the Tesla Model Y, Kia EV6 and BMW iX3.

“From our point of view and from the market point of view we’re saying we need to get this going,” said Mannering. “Our message to the factory is, ‘Guys, the time is now, let’s get going.’”

Sales of EVs are picking up – largely led by Tesla – and Audi clearly doesn’t want to miss out on increasing interest.

Mannering: “In the last week or two we’ve had discussions with Germany and we’ve actually pointed out and said, ‘Guys, here goes the roller coaster, we need to be part of the roller coaster.’”

Currently only 2.3 per cent of the Audis sold this year have been EVs, versus a premium market that is well over 10 per cent on EV uptake.

Unlike the regular Audi e-tron – a larger SUV – the Q4 e-tron shares its MEB electrical architecture with the Volkswagen ID.4, Skoda Enyaq iV and soon-to-arrive Cupra Born.

Mannering describes the Q4 e-tron as a car “we need to have in the market” but says there is currently “no timeline” on it locally.

“I’d love it to be here now. We’re fighting hard,” he said.

Audi Australia product planning chief Matthew Dale added that “we are fighting every day to get the car to market”.

But Mannering admitted the Q4 e-tron won’t be making an appearance locally in 2023.

“Production may start next year,” he said. “I would love it to be here early 2024 … that’s what we’re pushing for, but I can’t confirm it.

“We’re in the middle of a discussion with Audi and we are pushing as hard as we can.”

The Q4 e-tron is only one of the models Audi Australia has its eye on.

Before then, it will launch the delayed Audi e-tron GT, effectively a reskinned version of the Porsche Taycan – and a car that promises a new level of performance for the brand.

And there are many other Audi EVs on the way.

“We’ve got an area of the market that’s growing quite rapidly in Australia, being battery-electric vehicles … a lot of the growth is in [smaller] A and B segment,” said Mannering.

One challenge for Audi is ensuring it doesn’t over-complicate what is already a vast and varied line-up.

Mannering said the company may look to trim the complexity in some models to effectively make room for EVs.

“From an outsider looking in, the Australian market is quite complex in every model you can get,” he said.

“I think you need to be really sharp on your offer. That could actually mean not offering so many products, it could be actually rationalising your product range.”

Mannering wouldn’t be drawn on which variants or options would be looked at, but that “you’ll probably see a model range that’s more suited to what the consumer wants”.

“There’s some room for improvement on where you position each segment, each model, each engine variant.”

Audi executives are also studying the prospect of launching the Audi Q5 PHEV in Australia, turning to plug-in hybrid options while the Q4 e-tron and other EVs are not yet available here.

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