As many brands decide to stick to their motives, Audi has decided to pull off the entry level offerings from the market. Therefore, Audi officials in a recent interview, state that the Audi Q2 is discontinued globally.
Audi Q2 was launched in 2016 and was up to receive a mid-cycle facelift about four years later. According to Audi, the Q2 won't see a second generation as Audi has decided to stick to its approach of maintaining itself to be a luxury car brand. They wish to continue developing and manufacturing cars which turn out to be a status symbol in the public.
As per Audi CEO Markus Duesmann, Audi has decided to cease the development operations of A1 followed by the Q2 as they want to realign themselves as a premium brand and limit their bottom range. The modern definition of luxury is to purchase a luxury offering from a luxury brand rather than opting for a base offering from the latter. The brand would continue to sell these base offerings, but these models won't see a generation update. They plan to expand their portfolio in the higher range offerings, and multiple premium sedan and SUV plans with electric powertrains were revealed a few months ago.
Hence, Audi wants to divert its focus towards luxury and lavish lifestyle with lesser models on offer in its portfolio. This reveals the brand's strategy to focus on bigger cars with higher profit margins. Entry level segment cars fetch volumes but have a low profit margin as they have to be built with affordability as the main aim, which makes the brand divert from its target of sheer luxury.
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