Hot! Audi: What's Next?

[Gor134]

But it won’t be a fourth-generation TT or a return of the R8. Döllner described it as “something in between,” taking the shape of a “highly emotional sports car.”

RIP, full EV.

DOA.

 

[Design FIRST]

Unless they've adapted this platform to now support ICE too.

Which, in fact, may be a notion that cannot be categorically dismissed. Spokespersons for the Volkswagen brand have been frequently alluding to future "convergences" and REEV R&D.

 

[Gor134]

Which, in fact, may be a notion that cannot be categorically dismissed. Spokespersons for the Volkswagen brand have been frequently alluding to future "convergences" and REEV R&D.

718 EV platform seems too far in development and bespoke in nature to switch to an ICE development in the near future.

Unless they're purposefully being quiet on plans about it so the EV model still finds some buyers till ICE is ready? Meanwhile they've been very open that there will be ICE Macan successor and Cayenne etc.

 

[klier]

Unless they've adapted this platform to now support ICE too.. rebirth of the canned R5 project?

You can't simply adapt a platform to suddenly support all kinds of drivetrains. This will cost years and billions.

718 EV platform seems too far in development and bespoke in nature to switch to an ICE development in the near future.

Exactly.
I am no expert by any means, but to me it sounds almost impossible to retroactively make a bespoke EV platform able to handle a big ICE and afterwards claim it's still the same platform.

Probably way easier to simply start over.

 

[AbsoluteUnit]

You can't simply adapt a platform to suddenly support all kinds of drivetrains. This will cost years and billions.



Exactly.
I am no expert by any means, but to me it sounds almost impossible to retroactively make a bespoke EV platform able to handle a big ICE and afterwards claim it's still the same platform.

Probably way easier to simply start over.

I think its easier to adapt an ICE architecture for EV, than vice versa. You lose interior/luggage space for the trouble, but its at least possible as see with stuff like the i4.
Pure EV architectures almost always use a sandwich for the battery, which would make it impossible to have a drive shaft. Mixed architectures allow for both, with compromises.

 

[SKY]

Yeah, 983 Cayman.

Still don't see how this is gonna go well for Audi, outgoing TT was not selling as well as it used to be. Going for full EV for a sports car, even with it's more exotic Cayman-based underpinnings, is a recipe for failure imo.

Unless they've adapted this platform to now support ICE too.. rebirth of the canned R5 project?

Audi is a SUV brand nowadays. The brand has the charisma of an old shoe. How on earth is it going to sell a sports car?

 

[Gor134]

It would definitely be costly to adapt that platform for sure, but iirc the 718 EV is not a skateboard EV and instead has the batteries stacked in front of the rear axle similar to how the engine would be mounted, so I imagine the space wouldn't be too difficult to adapt.

Full EV only 718 might be one of Porsche's worst business decisions they've made and I bet they are regretting this really bad with most other automakers rolling back their EV plans and/or having already had ICE models on the table.

A 90k starting "entry level" Cayman/Boxster are going to flop, and so will an 75k "TT". They should scrap this project or start redeveloping it for ICE

 

[Swissbob]

It would definitely be costly to adapt that platform for sure, but iirc the 718 EV is not a skateboard EV and instead has the batteries stacked in front of the rear axle similar to how the engine would be mounted, so I imagine the space wouldn't be too difficult to adapt.

Full EV only 718 might be one of Porsche's worst business decisions they've made and I bet they are regretting this really bad with most other automakers rolling back their EV plans and/or having already had ICE models on the table.

A 90k starting "entry level" Cayman/Boxster are going to flop, and so will an 75k "TT". They should scrap this project or start redeveloping it for ICE

I agree.I heard that this 718 EV will be around 150k€, which is pure madness.

 

[Design FIRST]

Audi CEO Gernot Döllner appears to realize that Audi has backed itself into a corner. And the only escape route will be that of moving forward with determination and jettisoning a number of perceptions once thought to have been absolute givens. This has now become a battle against extinction, a matter of sustainably existing over the course of the next 5-to-10 years. Chances will probably be 50/50-at best. Audi desperately requires a slam-dunk product that will provide a foundation for a future far brighter than what is currently the case. The upcoming 2025 IAA in Munich may be an indication of such. If not, Audi could be a goner. Especially in light of corporate siblings such as Skoda and Cupra boldly moving forward and perhaps, in the not too distant future, into once traditional Audi domains. Efforts such as the B10 Audi A5, the C9 A6, the new Q5 and the current etrons are simply not enough. Not while BMW appears to be again moving from strength to strength and when a rebound by M-B looks highly probable.

 

[klier]

Audi CEO Gernot Döllner appears to realize that Audi has backed itself into a corner. And the only escape route will be that of moving forward with determination and jettisoning a number of perceptions once thought to have been absolute givens. This has now become a battle against extinction, a matter of sustainably existing over the course of the next 5-to-10 years. Chances will probably be 50/50-at best. Audi desperately requires a slam-dunk product that will provide a foundation for a future far brighter than what is currently the case. The upcoming 2025 IAA in Munich may be an indication of such. If not, Audi could be a goner. Especially in light of corporate siblings such as Skoda and Cupra boldly moving forward and perhaps, in the not too distant future, into once traditional Audi domains. Efforts such as the B10 Audi A5, the C9 A6, the new Q5 and the current etrons are simply not enough. Not while BMW appears to be again moving from strength to strength and when a rebound by M-B looks highly probable.

Audi still sells well over 1.5 million cars a year. They are not going anywhere anytime soon, and some random upcoming car show no-one knows about is not going to change their fortunes for the better OR worse.

And a rebound of MB will only happen when the board fires the current heads. I wouldn't want to compare them to Audi because that would really be an insult, but they aren't that far off.

Especially in light of corporate siblings such as Skoda and Cupra boldly moving forward and perhaps, in the not too distant future, into once traditional Audi domains.

Traditional Audi domain is on par with BMW and Mercedes. Cupra will be dead before the decade ends, and Skoda will not ever be premium.
Zero chance. Skoda and Seat/Cupra will have to look at the Chinese onslaught. Anything else will be their doom.

 

[Design FIRST]

Audi still sells well over 1.5 million cars a year. They are not going anywhere anytime soon, and some random upcoming car show no-one knows about is not going to change their fortunes for the better OR worse.

I am actually alluding to a, hopefully for Audi, sensational show concept that is aspiring as well as an accurately clear indication of where Audi will be heading. Not so much the venue per se. That Audi "UrQuattro"...or "TT"...or "R8"...or "B5 A4"...or ..."first gen A5" moment could be that proverbial booster shot that Audi needs.

Maybe something along these lines as a good template...:

It quotes some more illustrious eras of Audi design while still looking fresh and applicable to other body configurations as well. Clear signature.

Skoda will not ever be premium.

I dunno. This looks pretty damn close already. To me, anyhow:

 

[hounted]

I am actually alluding to a, hopefully for Audi, sensational show concept that is aspiring as well as an accurately clear indication of where Audi will be heading. Not so much the venue per se. That Audi "UrQuattro"...or "TT"...or "R8"...or "B5 A4"...or ..."first gen A5" moment could be that proverbial booster shot that Audi needs.

Maybe something along these lines as a good template...:

It quotes some more illustrious eras of Audi design while still looking fresh and applicable to other body configurations as well. Clear signature.


I dunno. This looks pretty damn close already. To me, anyhow:

Skoda has some details that makes it more premium than a lot of premium brands. stupid details like dials, not everything crammed into the screens, lined door pockets, not hard plastic.

Even stupid stuff like having the right demo car in the showrooms.

I went to see the superb. - leather, big screen, optioned out, so you're pleasantly supprised.

2 weeks later went to a Audi showroom to see the new A6 in person. - MANUALY ADJUSTED DRIVER'S SEAT, cloth seats, when you touch the trim under the big screen it creeks. Generally interior dark and lifeless. If the cars were the same size ( skoda was a wider, bit longer car ), and you see the price difference, the A6 looks overpriced.

 

[Design FIRST]

2 weeks later went to a Audi showroom to see the new A6 in person. - MANUALY ADJUSTED DRIVER'S SEAT, cloth seats, when you touch the trim under the big screen it creeks. Generally interior dark and lifeless.

I very recently had a closer "look & see" encounter with an A6 etron Sportback at my local Audi dealership. Granted, the car was hardly lavishly configured and a bit "pedestrian". Still, I was left quite indifferent in general. I felt that it is a rather boring automobile, inside and out. Nothing that would instill a "pride of ownership" or provide any "gaze worthiness". Then again, company fleet managers could probably not care less-and that is precisely where most of these cars will be headed.

 

[hounted]

I'm not gonna lie, My neighbour bought the new Q5. The car looks nice, big wheels, dark blue paint, but to sit in, the interior.... My friend's BYD Seal U is something that is more appealing to me. and for 50% of the price?

Also the 2 screen layout... I just remembered recently, Merc brought that in the S class 12 years ago.

Vorsprung durch technic. I'm frustrated and sad, cause I was always a fan of Audi, it was a inspiration brand. Now it's just a brand you compare to others and just look at the numbers, cause nothing is exciting about them anymore.

You dreamed of having a R8, V10 S8, RS6. The last Audi I saw as desirable was the last RS7. Nothing that's new from them feels like it.

Hope they take stuff like the video from Auditography to heart. Cause you can still sale volume models to companies, and be on top of the sub-luxury segment. Not Sh*t on your history, legacy and just be VW's with cooler light graphics

 

[Swissbob]

The RSQ8 is currently the only interesting Audi on the market, and this car is 7 years old.

 

[SCOTT27]

TT reborn.

 

[Rolf]

I'm not gonna lie, My neighbour bought the new Q5. The car looks nice, big wheels, dark blue paint, but to sit in, the interior.... My friend's BYD Seal U is something that is more appealing to me. and for 50% of the price?

Also the 2 screen layout... I just remembered recently, Merc brought that in the S class 12 years ago.

Vorsprung durch technic. I'm frustrated and sad, cause I was always a fan of Audi, it was a inspiration brand. Now it's just a brand you compare to others and just look at the numbers, cause nothing is exciting about them anymore.

You dreamed of having a R8, V10 S8, RS6. The last Audi I saw as desirable was the last RS7. Nothing that's new from them feels like it.

Hope they take stuff like the video from Auditography to heart. Cause you can still sale volume models to companies, and be on top of the sub-luxury segment. Not Sh*t on your history, legacy and just be VW's with cooler light graphics

I feel like Audi has lost their magic like they had in the 1990s to 2020. The last 5 years they seemed to slump with their new models, losing the edge in tech and not bringing anything new to the party. I feel like they playing a catch up game to BMW and Mercedes.

 

[Design FIRST]

I feel like Audi has lost their magic like they had in the 1990s to 2020. The last 5 years they seemed to slump with their new models, losing the edge in tech and not bringing anything new to the party. I feel like they playing a catch up game to BMW and Mercedes.

Yes, Audi has been going through a pretty dismal stretch. Significant time delays regarding new model presentations due to various factors such as software problems (Cariad snafus), disappointing translation of attractive concepts into series production models-or no translation at all, some alienating public statements made by former CEO Markus Duesmann and former marketing chief Hildegard Wortmann, massive overheads due to severely bloated, constantly meddling middle management structures, intracorporate dissonances, palpable cost cutting measures that have alienated some loyal customers...

 

[Shellshock]

Also the 2 screen layout... I just remembered recently, Merc brought that in the S class 12 years ago

we have the classic gadget for decades, century...so the layout is not the issue...always in landscape mode the displays must be if you give us 2-3 ..not portrait mode like in my S class...where you have 1 landscape and 1 portrait..so from that point of view audi/bmw and older gen S class made them right. Since we will not get rid of the displays, at least make them tech ready...oled or micro-led in the future, with almost no glare etc.

 

[hounted]

we have the classic gadget for decades, century...so the layout is not the issue...always in landscape mode the displays must be if you give us 2-3 ..not portrait mode like in my S class...where you have 1 landscape and 1 portrait..so from that point of view audi/bmw and older gen S class made them right. Since we will not get rid of the displays, at least make them tech ready...oled or micro-led in the future, with almost no glare etc.

if Screens are a must I feel it's ridiculous, that the new Escelade, Navigator have it figured out more. Stretch the info under the windscreen so your eyes are close to the road - BMW are just getting ready to do something similar while audi went the way of Going to a last gen solution of their biggest competitor, instead of being ahead of the curve. - like they used to be with folding screens etc. Now Americans are showing the germans how it's done.

For stuff like Kia's etc to "ape" the merc 2screen dash I get. but not for Audi. It's like admiting the competition was right, when the competition moves to something new.

For a Lincoln to have a more upmarket and polished feeling interior than an Audi 10 years ago would be laughable. Now it's just a reality.