Audi has recently updated its Q7 lineup in Australia, introducing a four-cylinder variant to reduce the entry price. However, the company does not intend to follow a similar strategy with the Audi Q8, citing a lack of customer demand for a cheaper entry model. The Q8 remains focused on its performance-oriented S lines and plug-in hybrid options.
Current Developments
Audi Australia's product boss, Matthew Dale, explained that customer demand for a lower-priced Q8 is not significant. "We always evaluate uptake on engines and customer demand, and that’s one of the reasons why we evaluated that 45 TFSI in the Q7 – because customers throughout our dealer network have been asking for a lower-grade car to step into at a lower price point," Dale said. "For Q8 we haven’t really had a lot of customers asking for a [cheaper entry model], because they’re more performance-focused. So we’ve kept those S lines and also the plug-in hybrid."
Impact on the Australian Market
The Audi Q8 is positioned as a sportier alternative to the Q7, with a focus on performance and design. While the Q7 offers a more affordable four-cylinder option, the Q8 maintains its premium positioning with the 50 TDI and 55 TFSI S line models, both starting at $143,415 before on-road costs.
In other markets, the Q8 is available with a less powerful 45 TDI engine, which could potentially reduce the entry price if introduced in Australia. However, Audi Australia has chosen not to pursue this option, emphasizing the Q8's performance appeal.
Specifications and Details
The Audi Q8 50 TDI features a 3.0-liter V6 turbo-diesel engine, producing 210kW and 600Nm, paired with an eight-speed automatic transmission and quattro all-wheel drive. In contrast, the overseas 45 TDI variant outputs 170kW and 500Nm, offering a more affordable option without compromising on the core features like the mild-hybrid system.
The Q8 remains competitive in the Australian market, priced lower than its main rivals. The BMW X6 starts at $143,600, while the Mercedes-Benz GLE Coupe begins at $161,700. Even the Porsche Cayenne Coupe, which shares the same platform as the Q8, starts at $149,500.
Future Outlook
Audi's decision to maintain the Q8's premium positioning reflects its strategy to cater to a specific segment of the market. While there may be opportunities to introduce more affordable variants in the future, the current focus on performance and luxury aligns with customer expectations for the Q8.
As the luxury SUV market continues to evolve, Audi's approach with the Q8 will be closely watched. The brand's commitment to its performance-oriented models underscores its confidence in the Q8's appeal to Australian consumers.
