Audi is charting a course further upmarket, positioning itself as an even more prestigious brand with upscale replacements for its flagship models, including the A8 limousine and the Q7 and Q8 SUVs. The German automaker is laying the groundwork for a more luxurious and exclusive brand perception, pushing into higher price segments while maintaining its premium identity.
The Grandsphere concept, unveiled in 2021, hinted at a potential future iteration of the A8 that would elevate it into true luxury territory. Similarly, the 2022 Urbansphere concept suggested that Audi may introduce an even larger, more opulent SUV. Now, the Volkswagen-owned brand is refining its strategy to further enhance its desirability and status.
Audi UK’s new managing director, Jose Miguel Aparicio, emphasised this shift in an interview with Auto Express, stating that the company prioritises prestige and exclusivity over sheer volume. “We are making a step upwards in terms of premiums, increasing the prestige, desirability, and perception of the brand, and more interested in the quality of business than the quantity,” he said.
This move is supported by a wave of new models in Audi’s larger segments, including petrol and electric versions of the A6, alongside the upcoming Q6 e-tron and next-generation Q5 SUVs. Aparicio explained that with these models, Audi is increasing its presence in the higher-end C and D segments, leading to a rise in overall pricing. However, he stressed that for this strategy to succeed, the brand must generate strong consumer attraction through product innovation and an elevated customer experience.
Despite this push upwards, Audi does not intend to compete directly with its Volkswagen Group luxury siblings, Bentley and Porsche. Aparicio noted that Audi still has room to move up without encroaching on Bentley’s ultra-luxury positioning. “Luxury is covered by Bentley and Porsche, and in the premium market, there are many segments and many ways of bringing a proposition to a customer,” he said. “It’s not a fundamental change, it’s an evolution, and it has to be followed by adjustments to the customer experience. It’s something we have to do with our retail partners.”
The transition to electric vehicles presents both challenges and opportunities for reshaping Audi’s market position. Aparicio acknowledged that the shift to EVs has given brands a chance to redefine their status, making it imperative for Audi to earn and sustain its premium reputation in the evolving landscape. “A new era is starting, and the rules are changing, so we cannot assume that those who were premium in the past will also be the winners in the future—we have to earn that status,” he said.
With this new direction, concepts like the Grandsphere and Urbansphere may eventually reach production. However, any production-ready versions of these flagship models are unlikely to arrive before the end of the decade.
