Cars down, SUVs up: Audi

Audi Australia boss Andrew Doyle says he is not concerned with his brand’s falling passenger car sales volumes.

Although tracking 11 per cent up overall for the year to September, according to industry VFACTS registration figures Audi passenger car volumes have fallen by more than six per cent compared to the same period last year.

Speaking with motoring.com.au at this week’s launch of the RS 5 Cabriolet, the local Audi chief stated overall growth was a more important measure of the brand’s success.

“Would I like to be selling more passenger cars? Yes. But we’re looking at the market as a whole and delivering growth,” Doyle told motoring.com.au.

Although Audi’s growth in 2013 is largely based on boosted SUV, following sales increases for the Q3, Q5 and Q7 this year, almost every Audi passenger car model is down. The one exception is the new A3.

Refreshed A4/5 and A6 ranges are lagging behind their competitors in terms of volume and sales performance. The A7 and A8 are both down, as are Audi’s sports models. Even the entry-level Audi A1 is trailing its corresponding 2012 volumes.

When quizzed by motoring.com.au, Doyle was less than expansive in explaining the reasons why Audi’s passenger car volumes had slumped so dramatically. He conceded the current prestige marketplace was presenting some challenges for the brand and also commented on the changing landscape at the top-end of town.

“Segments are evolving. Our SUVs are performing well and attracting customers,” he said.

Doyle agreed aggressive pricing was changing the face of the luxury brands.

“That’s one way of describing it,” he quipped.

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