Audi Australia is shifting its competitive focus towards plug-in hybrid (PHEV) technology advancements rather than specific brands, as Chinese manufacturers make significant strides in the electric vehicle market. This strategy comes as Audi prepares for the implementation of New Vehicle Efficiency Standards (NVES) in Australia.
- Audi's PHEV Strategy: PHEVs are a "big focus" for maintaining range breadth under incoming NVES. Currently offers two PHEV models in Australia: Q5 and Q8.
- Competition Perspective: Audi considers advancements in tech more competitive than any particular brand. Views technology as the primary competitor, especially in electrification.
- Market Positioning: Audi aims to offer value in each premium segment. Audi emphasizes advancing technologies across all segments.
- Chinese Brand Competition:
- GWM plans to bring PHEV versions of models like the Tank 500 to Australia.
- Potential for significantly lower-priced PHEVs compared to Audi's offerings.
- Premium Brand Identity: Audi stresses the importance of maintaining a premium experience. The company emphasizes emotional appeal and lifestyle aspects of the brand.
As the automotive landscape evolves with rapid advancements in PHEV technology, Audi Australia is positioning itself to compete on technological grounds rather than directly with emerging brands. This approach allows Audi to maintain its premium status while adapting to the changing market dynamics driven by Chinese manufacturers' innovations in the PHEV space.
