Audi Q2 positioning won't cannibalise Q3 sales

Audi Australia’s communications boss says the new Q2 SUV should attract new buyers to the brand rather than eating into sales of the larger Q3, despite the two models starting less than $2000 apart.
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Anna Burgdorf, general manager of corporate communications for Audi’s local arm, told CarAdvice at the preview event for the all-new Q2 SUV in Sydney this week the company is targeting a different type of buyer with the new model.

“I’m sure there’ll be some Q3 owners who are attracted to the Q2, [but] I think it’s going to be a different buyer profile,” she said.

“Q3 owners are very loyal, and they really love that beautiful swooping rounded design of the Q3, so I think that we won’t see that much cannibalisation.”


Above: Audi Q3

Burgdorf did say, however, that if there does come some cross-shopping between the two models, growth is ultimately what the company is aiming for.

“If buyers are then attracted to the Q2, as long as there’s growth in the market, then whether they are buying a Q2 or attracted to a Q3 is not the key thing for us, it’s just seeing that growth.”

“We’ve seen that growth with the launch of every new ‘Q’ model, where there’s been concerns about whether a Q5 owner might prefer a Q3 or might prefer a Q7. Yes, they might, but what’s more important to us is that whole segment grows and that we continue to attract new customers.”

“So for us, whether they’re driving a Q2 or driving a Q3 is not so much the relevant question, it is: are we growing the market and are we offering a new product that attracts new customers,” she added.


Above: 2017 Audi Q2 interior

Burgdorf added the company expects the Q2 to account for up to 10 per cent of its total sales in Australia. However, Audi could be underestimating the new SUV’s potential here.

As of the end of August, the German marque had sold 16,101 vehicles locally this year - including 6834 SUVs - nearly 1000 more than the same time last year. A total of 2571 were Q3s, along with 2214 Q5s and 2049 Q7s.

Using these figures, the current three-model Q-range accounts for 42 per cent of the company’s sales.

The Q3, despite its age, makes up 16 per cent of Audi’s total sales in Australia - meaning the Q2, as the new entry-level model, has the potential to account for well more than the forecast 10 per cent.


Shaun Cleary, Audi Australia's product communications manager, said at the Sydney event that around 200 orders have already been placed for the new baby SUV.

Available to order now, the Audi Q2 is kicks off at $41,100 plus on-road costs, with first deliveries arriving here next February.