Audi Doesn't Want Anyone to Forget That It's Germany's Next SUV Brand

Matt Posky
by Matt Posky
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audi doesn t want anyone to forget that it s germany s next suv brand

Audi issued a press release today to remind the world that it’s going to be Germany’s preeminent source for sport utility vehicles. While every major automaker is making a push into the segment, Volkswagen Group has assigned Audi with one of the largest.

Today, the company outlined its production strategy for the forthcoming Q4 and Q8 models, reaffirming its claim that crossovers could account for half of its global sales in the very near future. By 2019, Audi will have expanded its SUV lineup to include seven individual models and increased its overall production volume to meet the growing demand.

“We will integrate two completely new Q‑models into the existing production network and will thus increase our competitiveness in an extremely important segment,” said Audi management board member Dr. Hubert Waltl in an official statement.

Both of the new vehicles will have a similar, bulbous “coupe styling” and ride much higher than traditional sedans. Audi will begin production of the Q4 at Audi Hungaria in Győr in 2019, while the hulking Q8 starts assembly early next year in Bratislava — alongside the Audi Q7, Volkswagen Touareg, Bentley Bentayga, and Porsche Cayenne.

The Q8 will take the reigns as Audi’s new flagship SUV and should look almost identical to the Q8 Sport Concept that appeared at the North American International Auto Show in January. It’ll place an emphasis on luxury, include the company’s best bits of tech, and come in well over the Q7’s $49,000 base price tag.

Meanwhile, the Q4 will be positioned between the Q3 and Q5 in both size and price. While Audi has time to change its mind, early accounts indicate it is most likely to resemble the TT Offroad concept from the 2014 Beijing Motor Show and focus more on performance than prestige.

[Image: © 2017 Jeff Wilson/The Truth About Cars]

Matt Posky
Matt Posky

Consumer advocate tracking industry trends, regulation, and the bitter-sweet nature of modern automotive tech. Research focused and gut driven.

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  • Tele Vision Tele Vision on Apr 12, 2017

    My sister ordered a Q7 several years ago. When it arrived there was a wee champagne ceremony at the dealership for the key fobs handover. My brother-in-law said, "That's not the car we ordered." After an hour of confusion, during which my sister reminded the dealership of an impending road trip, they gave my sister the keys to the incorrect Q7 and said they'd be in touch when they found her car. They loved the Q7. Tons of power but a little thirsty for a Diesel, apparently. The dealership called in a panic two weeks later. My sisters' car had arrived, which was great, but the one that was delivered by accident wasn't actually allowed to be in Canada - never mind on the road. They'd somehow given her a V12 TDI-powered Q7. Suffice to say my brother-in-law was quite disappointed with the power of the 3.0L compared to the 6.0L.

  • The Heisenberg Cartel The Heisenberg Cartel on Apr 13, 2017

    I get the angry sentiment too but in my own personal life I can understand the draw. Two kids with a third in the future, two dogs, and frequent 400+ mile road trips would be massively impractical in a sedan, even an S-class, and having the Americans and Toyota as the only options for spacious three-rows kind of sucks to be honest. That's why I shopped for a Q7 and ended up with a GL450.

  • TMA1 How much did exchange rates affect this decision? The Renegade is imported from Italy. I'm wondering if that's what caused the price to reach within a few hundred of the much bigger Compass. Kind of a no-brainer to pick the larger, more modern vehicle.
  • CEastwood Everytime I see one of these I think there's a dummie who could have bought a real car , but has to say look at me driving this cool thing I can't drive in the rain like an actual motorcycle that I should have bought in the first place ! It's not Batman I see driving these - it's middle age Fatman .
  • SilverCoupe I should be the potential audience for this (current A5 owner, considering an S5 in the future), but I can't say it excites me. I have never liked the vertical bars in the grilles of sporting Mercedes models, for one thing. The interior doesn't speak to me either.I would be more likely to consider a BMW 4 Series, though not the current version with the double Edsel grille. Still, I suppose it would be worth a look when the time comes to replace my current vehicle.
  • Verbal Can we expect this model to help M-B improve on finishing 29th out of 30 brands in CR's recent reliability survey?
  • Lou_BC I kept wanted to say "Book 'Em Danno" while looking at the photos of the Mercury but this car predate Hawaii Five - O by 3 years.