Recently, Audi officially confirmed that its entry-level models A1 and Q2 have been completely discontinued. After the discontinuation, Audi's entry-level fuel vehicle market will be taken over by the A3 and Q3, and the brand product matrix will be further streamlined . According to a previous statement by Audi global CEO Gernot Dorner, the decision to suspend production stems from multiple strategic considerations:
First of all, A1 and Q2 are limited to the positioning of small cars. Compliance costs continue to rise under increasingly stringent global emission regulations. At the same time, the market profit margin is far lower than that of medium and large luxury models. Secondly, consumers in core markets such as China have limited acceptance of luxury brand small cars. The A1 is sold at a high price due to its import status. The Q2 lacks advantages in the competition at the same level and its sales performance does not meet expectations.
The A1 is positioned as an entry-level hatchback. Since its launch in 2010, cumulative sales have reached 1,389,658 units. The current starting price is 22,950 euros (approximately 184,000 yuan). , available in both Sportback and Allstreet versions; Q2 is positioned as a small SUV and has sold a total of 887,231 units since its launch in 2016. The starting price in Germany is 29,000 euros, which is much lower than the Q3 (44,600 euros).
In terms of production suspension execution, the Martorell plant in Spain has stopped A1 production on April 15. The plant produced a total of 72,200 A1s last year, and its production capacity will shift to MEB+ platform electric models; the Ingolstadt plant in Germany will also terminate Q2 production simultaneously.
It is worth mentioning that although Audi has withdrawn its 2033 all-electric goal, it is still accelerating its electrification layout.
The discontinuation of A1 and Q2 will free up resources for the development of A2e-tron, It is positioned as a compact model and is expected to debut this fall. It is built on the MEB+ platform and is from the same family as the ID.3 Neo series. It can also avoid internal friction with the group's entry-level electric vehicles such as the Volkswagen ID.2 .
