Audi Relies on A6 Amid Poor Performance
The Upcoming A7 Becomes Crucial
Audi, once heralded as one of the “Big Three” German automakers alongside Mercedes-Benz and BMW, is experiencing a notable slump in South Korea. Sales are rapidly declining, and Audi’s reputation is diminishing. The primary reason for this downturn is the absence of new models.
As consumer demand for new models intensifies, Audi has responded by revamping its lower-end model, the A4, which now has a new look and has been rebranded as the A5. There is also growing anticipation for the successor to the A6, which is noted for its high design quality. The key question remains: when and in what form will this crucial model make its debut in South Korea? Let’s explore the prospects with some speculative renderings.
Simplified front design
Sharp headlights are characteristic
Russian automotive media outlet KOLESA unveiled a rendering of the new Audi A7 on July 14. Under its new model naming system, Audi is applying odd numbers to new models with internal combustion engines and even numbers to new models with electric powertrains. Just as the A4 above successor model became the A5, the next-generation A6 will be the A7. This rendering is based on a previously captured prototype vehicle, so we can expect it to be as close to reality as possible.
Looking at the front, many new design elements that were first applied to the new A5 can be seen. The hexagonal grille has been changed from a simple horizontal stripe pattern to a honeycomb pattern, and the Audi logo has been moved to the top of the grille and given a matte finish. For headlamps with sharp eyes, the surface-emitting DRL adds to the presence.
The rear design incorporates the latest trends while maintaining a touch of tradition
The rear maintains the refined appearance of the existing A6 while also attempting a future-oriented change. The chrome garnish between the tail lights is an element not revealed in the previously captured prototype, but it will likely be applied. Below that, horizontal tail lights are expected to be added. The ends of the tail lamp, which extend down on both sides, are likely to function as brake lights.
As the eco-friendly image is emphasized, the design that deletes the muffler tip is mainstream, but the dual muffler tip is stubbornly maintained. It remains to be seen whether this will remain a simple design element or have actual functionality. The existing protruding type was changed to a built-in type for the door handle. The chrome garnish surrounding the DLO line is maintained, but the end of the rear quarter glass is subtly raised to emphasize the sense of speed.
A6 sold 880 units in half a year
A7 is to be released by the end of the year
The interior details of the new model have not yet been revealed, but it is anticipated that the design elements of the current model will be merged with the latest innovations seen in the new A5. Meanwhile, the Audi A6 continues to struggle significantly in the South Korean market. According to the Korea Automobile Importers & Distributors Association (KAIDA), only 880 A6 units were sold in the first half of 2024, which is less than 10% of the sales of its competitors, the BMW 5 Series (11,009 units) and the Mercedes-Benz E-Class (8,860 units). Even the aging Volvo S90 has exceeded four digits, with 1,094 units sold.
Industry analysts have pointed out previously that Audi’s poor performance is due to the slow rollout of new models and ongoing issues with after-sales service (AS). Audi’s permanent discount policy, implemented as a last resort, continues to fuel a vicious cycle, causing dissatisfaction among existing customers and further eroding the brand’s value. Whether the upcoming A7 will help turn around Audi’s sales figures remains to be seen, with significant developments not expected until at least the end of 2024.
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