Chasing sales by plugging smaller niches may ruin Audi’s health, says Ben Whitworth
Last week I wrote the best part of a thousand words outlining Audi’s never-ending barrage of key new models up to 2010. From A1 to A7 and everything in between, it reflects Audi’s plans to become the world’s biggest premium motoring brand by 2015. But how on earth is Audi going to balance ubiquity and exclusivity?
Tell me if I’m wrong, but I believe that although the position of a premium product – be it a watch, suit or car – is determined by its image, price and exclusivity, it’s the exclusivity factor that’s most central to its appeal. People don’t want what other people have. Invariably, the fewer the people that possess an object, the more desirable it becomes. Shouldn’t rarity determine value, and not the other way around?
Audi plans to offer models in almost every mainstream and niche sector – and is in danger of diluting its premium appeal with this sheer volume. Even if each product sits at the top of its sector. How soon until drivers, flushed with new-car pride, say ‘I’ve just got a new Audi’ only to hear, ‘Yeah, you and the rest of the world!’
Audi isn’t alone. BMW wants to boost sales from its current 1.4 million cars to two million by 2020, helped by the ever-growing 1-series family, a stream of Mini variants and more X-models. And Mercedes is fast running out of letters of the alphabet for its expanding line-up of crossovers, four-door coupes and off-roaders.
Of course, emerging markets like India and China will swallow much of the increases, but it will still mean more models on the road, be that road in Shanghai, New Delhi or Milton Keynes. Which begs the question how long will it be before people stop paying for the privilege of driving the same car as everyone else?
Is it all about numbers, desirability or marketing-fuelled must-have image? Let us know your thoughts by clicking the’ Add Comment’ button below…