Market Pressures: A Changing Landscape

The premium automotive sector in South Africa has been under significant pressure in recent years. The combined effects of inflation, high interest rates, and a weakened exchange rate have placed both consumers and manufacturers in a challenging position. As purchasing power shrinks, many consumers have been forced to explore alternatives, with new brands entering the market to offer well-equipped vehicles at more accessible price points. While these new entrants often lack the proven track record that Audi is known for, they have successfully captured the attention of price-conscious buyers, many of whom are unaware of the long-term impacts on residual values and overall customer experience.

The premium vehicle sector has contracted dramatically over the last decade, shrinking to nearly a third of its former size, with 2024 marking its lowest point yet. Compounding this downturn is the lack of a cohesive regulatory framework and incentives from the South African Government, which could otherwise alleviate some of the challenges faced by manufacturers. In countries with established electric vehicle (EV) markets, governmental support plays a crucial role in driving consumer adoption, yet South Africa lags behind in this regard. This policy gap, alongside insufficient infrastructure investment, continues to create additional hurdles for the automotive industry.

Amidst these pressures, Audi South Africa is unwavering in its dedication to delivering premium vehicles and services, adapting quickly to the changing dynamics while maintaining a focus on customer satisfaction.

Adapting to the New Consumer Reality

Audi South Africa has long been committed to agility in the face of market changes. The brand’s focus remains on providing superior service and exceptional value, even in a contracting market. The company’s strategy continues to evolve, with several proactive measures put in place to cater to the growing demands of today’s discerning customers.

Audi Freeway Plan Extensions: Long-term Value for Customers

In response to rising affordability concerns, Audi has extended its renowned Audi Freeway Plan to offer up to 15 years or 300,000km of coverage. This extended warranty is designed to give customers peace of mind, ensuring that they can enjoy the benefits of their Audi without the stress of unexpected maintenance costs.

Special Editions and Enhanced Audi Assured Options

To enhance the value proposition for premium customers, Audi has introduced special edition models such as the Black Edition and Urban Edition. These bespoke variants come with popular options as standard, adding more value while maintaining Audi’s signature style and performance.

Furthermore, the brand’s Audi Assured offerings now include guaranteed residual values, making it easier for customers to navigate their long-term vehicle ownership options. These flexible contracts provide consumers with greater freedom, allowing them to choose between returning, renewing, or repurchasing their vehicle at the end of the term.

The Evolving Retail Experience

The way customers engage with automotive brands has undergone a significant transformation, particularly in the wake of the COVID-19 pandemic. Consumer preferences are shifting towards more digital and streamlined purchasing processes, and Audi South Africa is meeting these changes head-on.

Audi is reimagining the retail experience by implementing an optimised footprint strategy that balances high-quality customer engagement with operational efficiency. This approach involves scaling retail concepts and integrating advanced digital tools to help dealers manage costs while maintaining the brand’s premium service standards. This shift also allows Audi’s retail partners to remain competitive in an increasingly challenging market environment.

A highlight of this transformation is the relocation of Audi Centre Sandton to a new, state-of-the-art flagship location set to open in June 2025. This new space will serve as a cornerstone for Audi’s retail strategy and exemplify the company’s commitment to delivering the very best customer experience in the industry.

A Forward-Looking Vision: Audi’s Commitment to the Future

While Audi South Africa adapts to the challenges of a dynamic automotive landscape, the brand remains focused on the future. All changes to the retail network will be communicated transparently to customers, ensuring they are fully informed and supported throughout the process. Audi’s customer service team is available to assist, with all warranty, service, and maintenance policies remaining unaffected by these changes.

The continued success of Audi South Africa relies on its long-standing relationships with its retail partners and investors. Together, they are committed to navigating these market challenges while ensuring that the brand’s customers continue to experience the highest standards of service, innovation, and performance.

With a robust foundation and a clear vision for the future, Audi South Africa is poised to maintain its position as a leader in the premium automotive sector, offering a seamless blend of luxury, technology, and customer satisfaction despite the shifting market conditions.

For more information, customers can visit www.audi.co.za or contact the Audi Customer Interaction Centre at 0860-434-838 for further assistance.

Set to arrive with UK customers in early July 2025, the A6 Saloon is not only the next step in Audi’s ongoing product rejuvenation but also a statement of intent. As Audi CEO Gernot Döllner asserts, “With the A6, we are renewing an important model series. This vehicle unites an elegant, dynamic design with exceptional aerodynamics and a high level of comfort.”

Sculpted for the Future: Aerodynamic Mastery Meets Iconic Design

The new A6 Saloon distils Audi’s design language into a sophisticated, reductive form. A gracefully tapered roofline, sleek Matrix LED headlights, and a bold, low-set Singleframe grille make for a commanding yet refined presence. Behind this beauty lies brilliant aerodynamic functionality: precisely engineered air curtains, an underbody spoiler system, and strategically sealed bumper-to-radiator interfaces help cut airflow losses by up to 70 percent, while reducing lift at both axles.

The notchback silhouette, sharply contoured tailgate, and wide diffuser not only enhance road presence but play a critical role in achieving that best-in-class drag coefficient. Even noise levels have been optimised, with acoustic innovations reducing interior cabin noise by up to 30 percent compared to the outgoing model—part of a broader push to ensure supreme long-distance comfort.

Mild Hybrid, Major Efficiency

Under the bonnet, Audi offers a choice of two refined four-cylinder engines from launch: a 2.0 TDI and a 2.0 TFSI, both supported by MHEV plus mild-hybrid technology. This system enables partially electric driving, particularly in urban and stop-start environments, contributing to lower emissions and smoother performance.

These powertrains are seamlessly integrated with the Premium Platform Combustion (PPC), also shared by the new Q5 and A5 models. The platform is future-ready and highly adaptable, providing a foundation for both dynamic handling and improved occupant comfort.

Business Lounge Comfort, Digital Intelligence

Inside, the A6 Saloon is a haven of calm and clarity. Designed with Audi’s “human-centric” and “material-driven” philosophy, the interior boasts a new Softwrap fascia, high-quality recycled materials, and mood-enhancing ambient lighting.

A panoramic Audi MMI digital display anchors the dashboard. Comprising an 11.9-inch Virtual Cockpit, a 14.5-inch touchscreen, and—on Edition 1 models—a 10.9-inch front passenger display, it offers intuitive interaction, ultra-crisp OLED visuals, and full customisation. The optional head-up display (HUD) further enhances functionality with a visible area that’s 85% larger than before and now includes interactive infotainment controls.

Personalisation doesn’t end with the interface. UK customers can choose from 10 exterior colours, including the new Midnight Green, and wheel designs ranging from 18 to 21 inches. Interior choices include fresh leather and fabric combinations, some using recycled polyester for a sustainable edge.

Light Years Ahead: Digital Illumination and Communication

Audi has long been a pioneer in automotive lighting, and the A6 Saloon continues that tradition. Standard Matrix LED headlights—with 48 individual segments—integrate futuristic daytime running lights hidden behind a hexagon-perforated screen. Meanwhile, seven digital light signatures give drivers an unparalleled degree of visual personalisation.

The welcome/leaving-home animations, coming to life with rapid LED sequencing, add theatre to every journey. And Audi’s innovative interaction light, a 84-LED arc stretching across the dashboard, enhances safety with visual prompts for navigation and driver alerts.

Generously Spacious, Delightfully Quiet

At 4,990mm long, the new A6 is 60mm longer than its predecessor and sits on a 2,927mm wheelbase, creating ample space for all occupants. Combined with an optional switchable panoramic glass roof, the cabin feels light, open, and comfortable—ideal for business travellers and families alike.

Suspension choices, from standard steel springs to adaptive damping systems, strike a near-perfect balance between comfort and control. For those looking to sharpen the dynamics even further, S line and Edition 1 models offer sportier chassis tuning and larger wheel options.

Conclusion: The Executive Saloon, Reborn

The 2025 Audi A6 Saloon is a meticulously executed evolution of a classic, where every detail has been considered—from airflow and acoustic damping to infotainment and ambient lighting. It doesn’t merely meet expectations in the premium saloon segment; it raises them. With a competitive price, cutting-edge efficiency, and the hallmark Audi design language refined to a new level, this is a model that will redefine what it means to drive in style and substance.

UK Pricing & Availability

• On sale from May 13, 2025
• First customer deliveries: July 2025
• OTR prices from £50,560

Available Trims:

• Sport
• S line
• Edition 1

For more information, please visit Audi UK Press.

Financial Performance Amidst Global Challenges

Audi’s 2024 financial results reflect the complexities of the current market. The company reported revenues totaling €64.5 billion, a decrease of approximately 7.6% from the previous year. Operating profit stood at €3.9 billion, resulting in an operating margin of 6%. Net cash flow was recorded at €3.1 billion. These figures highlight the pressures from intensified competition and economic headwinds.

Strategic Realignment and Efficiency Measures

In response to these challenges, Audi has initiated significant restructuring efforts aimed at enhancing efficiency and securing long-term profitability. A pivotal component of this strategy is the planned reduction of up to 7,500 jobs in Germany by 2029, focusing on administrative and development sectors. This move is projected to yield annual savings of €1 billion, aligning resources with the company’s strategic objectives.

Additionally, Audi is assessing its production footprint to mitigate external risks. The company is contemplating price adjustments to counterbalance potential U.S. import tariffs and is evaluating the feasibility of localizing production in North America. These measures aim to bolster Audi’s competitiveness in key markets and adapt to evolving trade dynamics.

Product Portfolio Renewal and Market Focus

Central to Audi’s strategic realignment is the rejuvenation of its product lineup. The company plans to introduce over 20 new models by the end of 2025, with half being fully electric vehicles. This initiative positions Audi to have one of the youngest and most innovative portfolios among its competitors, catering to the growing demand for sustainable mobility solutions. ​

In the United States, Audi aims to strengthen its market presence by launching 10 new models and implementing product upgrades by the end of 2025. The recent introduction of the Audi Q6 e-tron marks a significant step in this direction, with forthcoming models like the A6 e-tron and new generations of the Q5, A5, and A6 combustion engine variants set to follow.

In China, Audi is refining its product strategies in collaboration with partners FAW and SAIC. The commencement of production for the Audi Q6L e-tron at the new Audi FAW NEV Company plant in Changchun signifies a commitment to expanding the range of locally available electric models, tailored to the preferences of Chinese consumers.​

Outlook for 2025

Looking ahead, Audi anticipates a persistently volatile environment in 2025. The company projects revenues between €67.5 billion and €72.5 billion, with an expected operating margin ranging from 7% to 9%. Net cash flow is forecasted to be between €3 billion and €4 billion. These projections underscore Audi’s dedication to navigating economic uncertainties while steadfastly pursuing its transformation and growth objectives.​

In summary, Audi’s strategic realignment, encompassing efficiency enhancements, a revitalized product portfolio, and targeted market strategies, positions the company to adeptly manage current challenges and capitalize on future opportunities in the automotive sector.

As one of the world’s leading automotive manufacturers, Audi’s financial outcomes for 2024 have been closely watched by stakeholders and industry experts alike. With evolving market dynamics, technological innovation, and shifting consumer preferences, the past year has tested the strength of Audi’s business model. However, the brand’s ability to adapt, innovate, and execute has proven robust, setting the stage for the company’s continued leadership within the industry.

2024: Audi’s Achievements Amid Industry Challenges

The 2024 financial year was one of both opportunity and adversity for Audi, as the global automotive industry continued to face significant hurdles. Supply chain disruptions, geopolitical tensions, and the ongoing push toward sustainability were just a few of the challenges that Audi met with resilience. Yet, the brand remained focused on its long-term vision, using its performance program to push the boundaries of both technological and operational excellence.

While many automotive companies have faced declines in sales or profitability, Audi has emerged with promising results. Throughout the year, the brand maintained a solid market position by emphasizing innovation in both electric and combustion-powered vehicle lines. Audi’s unwavering commitment to sustainability and its role in the shift to electric mobility continues to strengthen its reputation among environmentally-conscious consumers.

Key highlights for the 2024 fiscal year include solid financial growth, bolstered by strong sales in both traditional markets and emerging ones. Audi’s continued investment in electric mobility also paved the way for increased customer demand for models like the Audi e-tron and the upcoming next-generation electric vehicles.

The Future: Audi’s Strategic Roadmap for 2025

Looking ahead, Audi’s performance program and model initiative will be crucial in navigating the challenges that lie ahead in 2025 and beyond. As the automotive industry continues to transition to a more sustainable, tech-driven future, Audi is well-positioned to capitalize on its strengths. The company’s roadmap for the coming year focuses heavily on strengthening its position in the electric vehicle (EV) market, with innovations in autonomous driving, software-defined cars, and smart connectivity.

Additionally, Audi’s expansion into new markets will be pivotal to its growth trajectory. The company is investing in technology and infrastructure to support the growing demand for EVs, while ensuring that its combustion engine vehicles remain in demand as part of a well-balanced product portfolio.

CEO Gernot Döllner and CFO Jürgen Rittersberger will provide a deeper dive into Audi’s strategy, including a review of key financial figures, strategic investments, and technological advancements that will fuel the company’s growth into 2025.

Join the Conversation: Audi’s Live Stream and Media Conference

Audi invites media professionals and automotive enthusiasts alike to join the live stream of the 2025 Annual Media Conference, starting at 11:00 CET on March 18, 2025. The conference will be available in both German and English and can be accessed via the Audi MediaCenter. For added convenience, the event can be embedded into websites for global accessibility. A wealth of supplementary press materials will also be available at the time of the event, followed by a full recording for those who cannot attend live.

To stay informed on Audi’s financial results, strategic outlook, and model initiatives for the year ahead, tune in to Audi’s Annual Media Conference and discover how this iconic brand is poised to drive the future of mobility.

For additional information, please visit the Audi Media Center.

Commanding Presence: Exterior Design

The RS Q8 performance asserts its dominance with an unmistakable Audi Sport GmbH design. A redesigned front apron with striking air intakes and a bold honeycomb grille structure emphasises its aggressive stance. Matte grey accents highlight the vehicle’s sporting credentials, while a reworked rear diffuser and signature oval RS tailpipes complete the performance aesthetic. The RS Q8 performance is available in a selection of striking colours, including Sakhir Gold, Ascari Blue, and Chili Red, with further customisation offered via Audi exclusive paint finishes.

Unrivalled Power: V8 Performance at Its Peak

At the heart of the RS Q8 performance lies a 4.0-litre twin-turbocharged V8 engine, delivering an astonishing 471kW and 850Nm of torque. This enables the SUV to sprint from 0 to 100km/h in just 3.6 seconds. A newly developed, lighter exhaust system enhances power output while producing an exhilarating exhaust note, further amplified by the optional RS sport exhaust system with gloss black tailpipes.

Precision Handling: Quattro and Advanced Suspension

Equipped with Audi’s renowned quattro all-wheel-drive system and an eight-speed tiptronic transmission, the RS Q8 performance offers unparalleled traction and agility. A self-locking centre differential optimally distributes torque between the front and rear axles, ensuring precise cornering and maximum control.

The RS Q8 performance features adaptive air suspension sport with controlled damping as standard, providing an ideal balance between comfort and dynamic handling. Optional electromechanical active roll stabilisation (eAWS) significantly reduces body roll during spirited driving, while all-wheel steering enhances both high-speed stability and low-speed manoeuvrability.

For those seeking ultimate performance, the optional dynamic package plus increases the top speed to 305km/h and includes RS ceramic brakes for superior stopping power.

Next-Generation Lighting and Interior Excellence

Advanced Matrix LED headlights, featuring five digital daytime running light signatures, set the RS Q8 performance apart. Exclusive to this model is a checkered flag light signature, a nod to its motorsport pedigree. OLED rear lights, with a proximity indication feature, further enhance safety and visibility.

Inside, the RS Q8 performance exudes luxury and sportiness, with high-quality materials and intricate detailing. Customers can choose from RS design packages in red, grey, or Ocean Blue, which add bespoke stitching to the centre console, floor mats, and steering wheel. The optional 23-inch lightweight alloy wheels, available in multiple finishes, not only enhance the SUV’s stance but also optimise brake cooling and reduce unsprung mass.

Record-Breaking Performance: Nürburgring Champion

The RS Q8 performance has cemented its place in history as the fastest production SUV to lap the Nürburgring Nordschleife. Racing and development driver Frank Stippler achieved an impressive lap time of 7:36.698 minutes, surpassing the previous record-holder in the SUV category and shaving almost six seconds off the RS Q8’s prior best.

“The RS Q8 performance owes its new lap record not only to the perfect synergy between its V8 engine and suspension components but also to the unwavering dedication of Audi Sport GmbH to absolute performance,” says Rolf Michl, Managing Director of Audi Sport GmbH.

The Full Q8 Range Now Available

With the launch of the RS Q8 performance, Audi South Africa now offers a comprehensive lineup within the updated Q8 range. Pricing is as follows:

• Q8 45 TDI quattro Tiptronic Platinum Edition – R1,968,700
• Q8 45 TDI quattro Tiptronic Black Edition – R2,015,400
• Q8 55 TFSI quattro Tiptronic Platinum Edition – R2,011,700
• Q8 55 TFSI quattro Tiptronic Black Edition – R2,058,400
• SQ8 TFSI quattro Tiptronic – R2,640,500
• SQ8 TFSI quattro Tiptronic Black Edition – R2,675,500
• RS Q8 performance quattro Tiptronic – R3,266,100

Each model in the Q8 range comes standard with Audi’s 5-year/100,000km Freeway Plan, ensuring peace of mind ownership.

With its breathtaking power, cutting-edge technology, and record-breaking performance, the RS Q8 performance is the ultimate expression of Audi Sport GmbH’s engineering prowess. Whether carving through corners or cruising in supreme comfort, this high-performance SUV redefines what is possible in the luxury performance segment.

A Legacy of Innovation and Excellence

The Audi Q7’s journey began in 2003 as the Audi Pikes Peak quattro concept, unveiled at the North American International Auto Show. Designed to conquer all road conditions, the Q7 quickly became a benchmark for premium SUVs. Launched in production form at the 2005 Frankfurt Motor Show, it arrived just in time for the 25th anniversary of Audi’s legendary quattro all-wheel-drive system. Now, nearly 20 years later, the latest Q7 remains a true embodiment of power, poise, and practicality.

Commanding Exterior Design

With its latest update, the Q7 showcases a bolder, more refined aesthetic. A newly sculpted front fascia features an unmistakably upright Singleframe grille with vertical inlays, emphasising the vehicle’s top-tier status. The interplay between the reimagined grille and repositioned headlights creates a more assertive and sophisticated front-end appearance. Further reinforcing the Q7’s presence are larger, colour-framed air intakes that seamlessly integrate into the vehicle’s design.

The striking stance is further enhanced by an expanded range of exterior colours, new alloy wheel designs, and premium trim options, ensuring a truly personalised aesthetic. The vehicle’s confident proportions, with extended overhangs and a spacious wheelbase, make it equally at home on city streets and rugged terrains.

Next-Level Lighting Technology

Audi has taken lighting innovation to new heights with the latest Q7. For the first time, customers can customise their headlights and rear lights thanks to advanced digital lighting technology. Standard Matrix LED headlights illuminate the road with precision, while optional HD Matrix LED headlights with Audi laser light provide superior visibility, activating at speeds above 70 km/h for an extended high beam range.

New digital daytime running lights with selectable light signatures allow drivers to personalise the Q7’s front-end look via the MMI system. The rear lights, featuring digital OLED technology, also offer four distinct light signatures. As an added safety feature, the OLED rear lights incorporate a proximity warning function, automatically activating all digital OLED segments when a vehicle approaches within two metres of a stationary Q7.

Uncompromised Driving Dynamics

Audi’s signature driving experience is fully realised in the new Q7, ensuring a blend of comfort, control, and exhilaration. Adaptive air suspension, standard on the SQ7, offers continuously variable damping, adjusting the ride height by up to 90 mm depending on the driving scenario. At highway speeds, the suspension automatically lowers by up to 30 mm for enhanced aerodynamics and stability.

For superior manoeuvrability, all-wheel steering—standard on the SQ7—enhances low-speed agility by turning the rear wheels up to five degrees in the opposite direction of the front wheels, reducing the turning radius by up to one metre. At higher speeds, the rear wheels turn in sync with the front wheels for greater stability and confidence.

Power and Performance Redefined

The latest Q7 lineup offers a range of powertrains designed to cater to diverse driving needs. The Q7 55 TFSI is powered by a 3.0-litre V6 petrol engine producing 250 kW and 500 Nm of torque. This enables a brisk 0–100 km/h sprint in just 5.6 seconds, with a top speed electronically limited to 250 km/h.

For those seeking even greater performance, the new SQ7 TFSI is equipped with a 4.0-litre twin-turbocharged V8 engine, delivering an exhilarating 373 kW and 770 Nm of torque. Paired with an eight-speed tiptronic transmission and Audi’s legendary quattro all-wheel drive, the SQ7 rockets from 0 to 100 km/h in a mere 4.1 seconds. Enhanced by an acoustically rich firing order, the SQ7’s V8 delivers a distinctive, emotive exhaust note that complements its dynamic performance.

Spacious, Luxurious, and Tech-Forward Interior

Inside, the Q7 offers a sanctuary of refinement, comfort, and practicality. Available in both five- and seven-seat configurations, the cabin boasts premium materials, contrast stitching, and an intuitive digital interface. Ample headroom and legroom ensure a first-class experience for all passengers, while a generous luggage compartment provides between 867 litres (seats up) and 1,993 litres (seats down) of cargo space in the five-seat version.

The latest MMI system, featuring a responsive touchscreen interface and intuitive voice control, ensures seamless connectivity and ease of use. Standard features include Audi’s Virtual Cockpit, wireless smartphone integration, and a premium sound system.

The Best Q7 Yet: Now Available in South Africa

Audi South Africa offers the Q7 55 TFSI in both Platinum Edition and Black Edition trims, while the high-performance SQ7 can be specified with an additional Black Edition styling package. Later this year, a Q7 45 TDI diesel variant will join the lineup, providing an even broader range of options for discerning customers.

Pricing:

• Q7 55 TFSI quattro Tiptronic Platinum Edition: R1,958,000
• Q7 55 TFSI quattro Tiptronic Black Edition: R1,987,900
• SQ7 TFSI quattro Tiptronic: R2,540,500
• SQ7 TFSI quattro Tiptronic Black Edition: R2,574,500

Every Q7 model is backed by Audi’s 5-year/100,000 km Freeway Plan, ensuring peace of mind with comprehensive service and maintenance coverage.

With its unmistakable design, pioneering lighting technology, and an unparalleled blend of power and versatility, the all-new Audi Q7 continues to set the benchmark for premium SUVs. Whether cruising the city streets or embarking on an adventure, the Q7 is ready to redefine what’s possible.

Specifications:

• Dimensions: The A6 Avant measures 4.99 meters in length, providing ample interior space.
• Engine Options:
  • 45 TFSI: Features a 2.0-liter turbocharged petrol engine producing 265 horsepower.
  • 40 TDI: Equipped with a 2.0-liter diesel engine delivering 204 horsepower.
  • 55 TFSI e Quattro: A plug-in hybrid variant combining a petrol engine with an electric motor for enhanced efficiency.
• Performance: The 45 TFSI variant accelerates from 0 to 60 mph in approximately 6.0 seconds, offering a dynamic driving experience.
• Fuel Efficiency: The A6 Avant achieves an estimated combined fuel economy of 32 mpg, balancing performance with efficiency.

Features:

• Interior: Standard features include leather upholstery, four-zone climate control, and a spacious cargo area, ensuring comfort and practicality.
• Technology: The vehicle is equipped with a 360-degree camera system, adaptive cruise control, and Audi’s MMI Navigation Plus with a digital instrument cluster, enhancing safety and connectivity.

Availability:

Orders for the 2025 Audi A6 Avant are now open in the UK, with deliveries expected to commence in the coming months.

For a comprehensive overview of the available configurations and to personalize your A6 Avant, you can visit Audi UK’s official configurator.

The 2025 Audi A6 Avant combines elegant design with versatile performance, catering to drivers seeking luxury and functionality in an estate vehicle.

Efficiency Meets Performance

Equipped with a 63kWh (gross) battery, the Q4 40 e-tron delivers an impressive range of up to 258 miles (WLTP), ensuring confidence for both daily commutes and long-distance journeys. The SUV variant achieves a range of up to 250 miles, while the Sportback version extends slightly further to 258 miles.

Powered by a permanently excited synchronous motor (PSM) producing 204PS (150kW), the new Q4 40 e-tron accelerates from 0 to 62 mph in just 8.1 seconds, reaching a top speed of 99 mph. With a combined electric consumption of 3.9 miles/kWh, the model balances efficiency with dynamic performance.

Fast and Convenient Charging

Charging times have been optimised to minimise downtime, with a maximum DC charging power of 165 kW. Under ideal conditions, the battery can charge from 10% to 80% in just 24 minutes, while an additional 93 miles (Sportback: 96 miles) of range can be achieved in only 10 minutes.

To further enhance the charging experience, the Q4 40 e-tron features manual battery preconditioning, allowing drivers to optimise their charging sessions via the MMI interface. The system provides real-time information on available fast-charging power and the benefits of preheating the battery, ensuring maximum efficiency at every stop.

Seamless Digital Experience

Audi continues to innovate in vehicle connectivity with the integration of the Audi application store and ChatGPT, offering an enhanced infotainment experience without requiring a smartphone connection. The system includes a one-year 25GB data package, enabling access to a wide selection of apps, including news, podcasts, sports, and entertainment.

Navigation capabilities are equally advanced, with an intelligent route planner that allows users to filter charging stations based on provider preferences and define desired battery charge levels upon arrival. Smartphone integration remains seamless, with both wireless and USB-C connectivity options for enhanced convenience.

The introduction of ChatGPT takes voice control to a new level, allowing drivers to interact with their vehicle using natural language commands. Whether adjusting climate settings, accessing infotainment features, or navigating to a destination, the AI-powered assistant ensures a safer and more intuitive driving experience.

Premium Features, Competitive Pricing

The new entry-level Q4 40 e-tron is priced from £46,600, making Audi’s premium EV ownership more accessible. The Sportback variant starts at £48,100. Both models come with an extensive list of standard features, including Audi MMI navigation plus, Audi connect navigation & infotainment, and a fully digital 10.25-inch Audi virtual cockpit.

Pricing Overview

Q4 e-tron 40:

• Sport (204PS) – £46,600
• S line (204PS) – £49,150
• Black Edition (204PS) – £51,400

Q4 Sportback e-tron 40:

• Sport (204PS) – £48,100
• S line (204PS) – £50,650
• Black Edition (204PS) – £52,900

With its refined balance of efficiency, technology, and premium Audi craftsmanship, the Q4 40 e-tron offers an attractive entry point into the world of electric mobility, reinforcing Audi’s leadership in the premium EV market.

For more details, visit Audi UK Press.

“Our decision stems from extensive discussions and direct feedback from both our customers and international dealers,” says Marco Schubert, Member of the Board of Management for Sales and Marketing at AUDI AG. “With this update, we are providing an intuitive orientation for all customers worldwide, allowing them to understand model positioning at first glance.”

A Streamlined Approach to Model Names

Moving forward, Audi’s alphanumeric model names will be structured to indicate the vehicle’s category and hierarchy, regardless of its powertrain. The letters A and Q will continue to distinguish between low-floor and high-floor models, respectively, while numbers—ranging from one to eight—will represent the vehicle’s size and market positioning. This new approach removes the previous distinction where even and odd numbers were used to differentiate between electric and combustion-engine models.

Under this system, both all-electric and combustion-powered models will share the same base designation, with additional markers used to clarify the specific drivetrain. Body styles such as Avant, Sedan, and Sportback will further differentiate model variants, while well-established powertrain codes—including e-tron (EV), TFSI e (plug-in hybrid), TFSI (petrol), and TDI (diesel)—will provide clarity on propulsion type.

Debut of the New Naming Structure

The first model to adopt this updated naming convention will be the latest Audi A6, a nameplate that embodies Audi’s long-standing legacy in the full-size segment. The all-new Audi A6 with a combustion engine is set for its global reveal on March 4, with its naming clearly distinguishing it from its electric counterpart, the A6 Avant e-tron. While this new structure will be implemented for upcoming models, Audi has confirmed that existing vehicles on sale will retain their current names.

With this clear and cohesive naming strategy, Audi aims to enhance customer understanding and streamline its model lineup, reinforcing its commitment to innovation, clarity, and premium mobility solutions.

For additional details, please visit Audi’s official press site.

A New Standard in Off-Road Innovation

The Q6 e-tron offroad concept is more than just a showcase of Audi’s prowess in electric vehicle technology – it is a statement of intent. With two powerful electric motors producing a combined output of 380 kW, this prototype is designed to dominate challenging terrain. Its newly developed portal axles allow it to climb gradients of up to an astonishing 100 percent, a feat that was previously unimaginable for electric vehicles in this class.

The vehicle’s design isn’t just about performance; it’s about making a striking visual statement. An increased ride height of 160 mm (6.3 in) and a 250 mm (9.8 in) wider track give the Q6 offroad concept a commanding presence on the road and off it. These enhancements, combined with its aggressive stance, create a highly emotive reinterpretation of Audi’s iconic quattro system, blending rugged capability with sophisticated design.

Gernot Döllner, Audi CEO, expressed his excitement for the Q6’s future potential, stating, “The Q6 e-tron offroad concept is a reinterpretation of quattro. The model shows the potential that our platform for all-electric vehicles already has today. This vehicle can claim new ground. We look forward to seeing our customers’ reactions to this highly emotive car.”

Portal Axles: A Game-Changer for Electric Off-Roading

The true star of the Q6 offroad concept’s design is its innovative portal axles. Conventional portal axles typically offer an increase in torque of 20 to 30 percent at the wheels, but Audi’s breakthrough design raises this figure to an impressive 50 percent. This means that while the vehicle’s top speed is limited to 175 km/h (108 mph) – more than sufficient for an off-road vehicle – the Q6 can conquer gradients of up to 45 degrees with ease.

These portal axles are integrated into the wheel hub assemblies at both the front and rear axles, requiring partial modifications to the suspension links. The result is an astonishing combined torque output of 13,400 Nm (9,883 lb-ft) – an increase of 4,400 Nm (3,245 lb-ft) over conventional designs. This boost in torque delivers unrivaled off-road performance, ensuring that the Q6 is ready to tackle the toughest terrains with unparalleled ease and stability.

The PPE Platform: A Foundation for the Future

The Audi Q6 e-tron offroad concept is built on the PPE platform – the same architecture that underpins the Q6 e-tron production model. The PPE platform serves as Audi’s new reference point for electric driving, combining exceptional driving dynamics, industry-leading efficiency, and impressive range capabilities. It represents the next step in Audi’s commitment to “Vorsprung durch Technik” – not just on the road, but also in the electric vehicle space.

The Q6 e-tron series, with its advanced charging performance and efficiency, is already setting new standards in the EV market. The offroad concept, while still a prototype, offers a glimpse into the future of electric off-roading, providing an exciting preview of the possibilities that Audi’s future EVs can offer.

A Sneak Peek at the Future of Electrified Off-Roading

For those eager to see the Q6 e-tron offroad concept in action, the vehicle will make its debut on February 1, 2025, at the F.A.T. Ice Race. It will also be showcased across Audi Sport’s social media channels. This marks a significant milestone for Audi as it continues to explore new frontiers in electrification, bringing the spirit of quattro to the world of off-roading with a highly innovative, electric twist.

With the Q6 e-tron offroad concept, Audi has once again proven its leadership in the electric vehicle sector, combining performance, design, and innovation in a way that only Audi can. As the automotive world shifts toward electric mobility, Audi stands ready to lead the charge – both on and off the road.

For additional information, please visit Audi Press Release.

The official handover ceremony, held at Audi South Africa’s Johannesburg head office, celebrated this meaningful partnership and the brand’s dedication to driving societal progress. Speaking at the event, Sascha Sauer, head of Audi South Africa, highlighted the alignment between Audi’s values and the Centre’s mission. “The Kutlwanong Centre’s unwavering focus on improving STEM education resonates deeply with Audi’s vision of innovation and progress. By investing in the youth, we are investing in the future of industries like automotive manufacturing, which depend on a skilled and capable workforce,” said Sauer.

A Vehicle of Change: Auctioning the Audi RS6 Avant GT

The donation stems from the auction of the Audi RS6 Avant GT, a final-edition masterpiece that epitomizes Audi’s engineering brilliance. Hosted at Cape Town’s Cavalli Estate on 7 November 2024, the event drew motoring enthusiasts, collectors, and philanthropists eager to own a piece of automotive history while contributing to a greater cause.

The auction underscored Audi South Africa’s dedication to merging luxury with purpose, designating a significant portion of the proceeds to Kutlwanong’s transformative educational initiatives.

Kutlwanong: Nurturing Tomorrow’s Innovators

Since its inception in 2005, the Kutlwanong Centre has been a cornerstone in uplifting underserved communities by providing exceptional training in mathematics and natural sciences. The non-profit organisation has produced a steady pipeline of talent excelling in commerce, engineering, science, and technology—fields critical to South Africa’s economic growth.

The R500,000 contribution will enable Kutlwanong to expand its reach, empowering more young people with the tools they need to excel academically and professionally. This expansion is particularly vital as South Africa seeks to bridge the gap between education and the growing demand for STEM-based careers.

“Kutlwanong’s track record in fostering academic and professional excellence is a testament to the power of education in driving societal change,” Sauer noted. “By supporting their work, Audi South Africa is not only shaping future leaders but also contributing to a more equitable and innovative society.”

Driving Progress Beyond the Automotive Industry

This collaboration exemplifies Audi’s broader commitment to social responsibility and its role as a corporate leader in South Africa. Beyond producing luxury vehicles, Audi continues to champion initiatives that leave a lasting impact on communities and future generations.

As Kutlwanong broadens its reach, the partnership ensures that even more students from underserved areas can aspire to careers in critical fields, fostering innovation and resilience across the nation.

“Audi South Africa is proud to drive meaningful change by supporting initiatives that align with our values of progress, innovation, and excellence,” Sauer concluded.

Inspiring Progress, One Initiative at a Time

Audi’s partnership with Kutlwanong signals the automotive giant’s belief in the transformative power of education. By equipping South Africa’s youth with STEM skills, Audi is not only shaping the workforce of tomorrow but also reinforcing its commitment to building a sustainable and inclusive future.

For more information about Kutlwanong’s programmes or Audi South Africa’s social initiatives, visit www.audi.co.za.

A Transitional Year for Audi

“Audi’s ongoing model initiative highlights our clear vision for redefining Vorsprung durch Technik,” stated Audi CEO Gernot Döllner. “The year 2024 was part of a transitional phase as we pivot toward a rejuvenated product portfolio.”

This transitional year, characterized by economic stagnation, geopolitical tensions, and a fiercely competitive automotive market, posed significant hurdles. Supply chain disruptions and an evolving incentive landscape further complicated the industry’s recovery, particularly for electric vehicles (EVs).

Yet, Döllner remains optimistic: “With over 20 new models introduced between 2024 and 2025, including EVs like the Audi Q6 e-tron and Audi A6 e-tron, we’re poised to achieve our long-term objectives.”

Audi’s Global Performance

Europe

Europe accounted for over 466,000 deliveries (excluding Germany), down nearly 6% from the previous year. EV sales, however, grew by 6%, driven by the Audi Q4 e-tron, which saw 57,000 units delivered across the region. In Germany, total deliveries reached 198,000 units, a 21% decrease, with fully electric models comprising 22,000 units, a 33% drop compared to 2023.

In the UK, Audi sold approximately 123,000 vehicles (-11%), of which 15% were electric. Markets such as France (+24% EV sales) and Italy (+7% EV sales) offered bright spots amidst broader declines.

North America

Audi delivered just under 241,000 vehicles in North America, a 13% decline, including nearly 29,000 EVs (-6%). Notably, Audi Sport achieved its best-ever U.S. performance, with over 9,000 high-performance models sold (+4%).

China and Emerging Markets

Audi’s deliveries in China, its largest market, totalled over 649,000 units, down 11%. Emerging markets saw a sharper decline of 18%, with 116,000 vehicles delivered.

Electric Growth Amidst Challenges

Fully electric vehicles accounted for 164,000 global deliveries, an 8% decline. The Audi Q4 e-tron remained the star performer, with nearly 108,000 units delivered. The newly launched Audi Q6 e-tron contributed an impressive 15,000 deliveries in its debut quarter.

Audi’s three-pronged approach of electric vehicles, plug-in hybrids, and combustion-engine vehicles has provided the brand with resilience amidst market volatility. Board Member Marco Schubert emphasized the strategy’s importance: “We’re offering customers a diverse range of premium vehicles while maintaining flexibility and robustness for future market demands.”

Looking Ahead: 2025 and Beyond

Audi’s product roadmap promises over 20 new models by the end of 2025, with key updates to the Audi A7 and Audi Q3 families. Expanding its portfolio of plug-in hybrids and EVs remains central to its strategy, alongside a continued focus on premium quality and innovation.

Despite a difficult 2024, Audi’s commitment to redefining premium mobility and delivering sustainable, technologically advanced solutions remains unwavering. As Audi enters 2025, it is well-positioned to turn challenges into opportunities, setting the stage for a brighter and more electrified future.