Audis To Become More Expensive, In Upmarket Shift With Focus On Quality Over Quantity

Mercedes isnt the only German premium carmaker shifting its focus to the upper end of the market. In future you can expect Audi products to become more desirable but more expensive too.

In an interview with Auto Express , Audis UK boss Jose Miguel Aparicio said the company planned to increase the centre of gravity in terms of price, with an increased presence in the larger segments.

That means a significant increase in price, and in order to do it successfully we really need to create this brand attraction and desire, Aparicio said.

The essence for this is product innovation, but we also have to offer a premium customer experience to them we are talking about making an evolution, moving upwards.

Aparicio told the UK-based publication that within the Volkswagen Group, there was space below Bentley in which Audi could comfortably shift upwards.