Audi's Plan: Premium Image, Higher Prices
Audi wants to raise its prices and overall image to better compete with other German luxury brands, like BMW and Mercedes-Benz, the automaker announced yesterday. Right now, Audi’s cars offer a slim bargain compared to similar Bimmers and Benzes. Excluding destination charges, here’s how some of them compare:
- 2007 Audi A4 2.0T: $28,240 / 2007 BMW 328i: $32,400 / 2007 Mercedes-Benz C230: $29,650
- 2007 Audi A6 3.2: $41,950 / 2007 BMW 525i: $43,500 / 2007 Mercedes-Benz E350: $50,550
- 2007 Audi A8 4.2: $68,900 / 2007 BMW 750i: $75,000 / 2007 Mercedes-Benz S550: $85,400
Audi of America’s executive vice president said the automaker wants to close the gap within five years, according to Reuters. But he said price increases will come with additional content and new designs. Audi is also looking to close the gap with promotional events that tie the brand to luxury partners like Bang & Olufsen and Ducati.
It bears mention that the base A4 and A6 are front-wheel drive, something performance enthusiasts often scorn. Models with Audi’s Quattro all-wheel drive cost about $2,500 more. BMW and Mercedes competitors offer standard rear-wheel drive.
If Audi does close the competitive price gap, leave a note below on additional things – from engines to interiors – you’d like to see.
[VW’s Audi Looks to Close U.S. Pricing Gap, Reuters]
