New Audi A6 - In Depth

Market

Production of the former-generation Audi A6 referred to internally as the "C5" was well over one million units by the end of 2003. Indeed, approx. 1.2 million A6 saloons and A6 Avants of the C5 series are expected to come off the production lines in Neckarsulm and at the Chinese Plant in Changchun by the end of production certainly a very remarkable achievement in the premium car segment. Worldwide, the saloon versions account for approximately 60 percent of this total volume.

Focusing now on the new A6, Audi's marketing strategists have set themselves even more ambitious targets: thanks to the superior qualities of the new car, they are confident that volume will be up by approximately 10 percent. Growth of this kind is certainly quite realistic, even in a global market hardly expanding, thanks to the outstanding qualities of the new model in terms of the product itself, its design and performance.

Sales of the new Audi A6 saloon in 2004 are expected to amount to 70,000 units. Then, as of 2005, the worldwide capacity available will be approximately 180,000 units going to customers.

Purchasers of the new Audi A6 are generally between 40 and 50 years of age, men accounting for more than 90 percent of all purchasers. The typical A6 purchasers being self-employed or high-level managers (apart, of course, from corporate customers).

The largest sales markets for the new Audi A6 are not just in Europe. While approximately 31 percent of all the saloons built will remain in Germany, it appears likely that almost one out of every four new A6 models will go to China, following a growing trend. The USA and Canada, in turn, will account for 15 percent of production, Italy, Great Britain, Spain, and France being the most significant European export countries, each with a share of up to five percent in overall volume.

It is also to be expected that more than 50 percent of all new Audi A6 models will be fitted with quattro permanent four-wheel drive, automatic transmission models likewise accounting for more than 60 percent versus the manual gearbox and multitronic models. In Germany the manual gearbox and automatic versions will achieve roughly the same volume, each with a share of approximately 50 percent.

Looking at the engines, the new 2.0 and 3.0 TDI diesel versions are expected to account for the largest share in sales at 60 percent. The two 2.4 and 3.2 FSI six-cylinder petrol models then come next in Audi's global sales plans, together accounting for 40 percent of the total sales volume.

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