Audi Oz eyes Allroad

ATTENTION in Australia and abroad has focused squarely on Audi’s Q7 over the past week, as the German manufacturer introduced its large SUV to the Antipodes and, within hours, announced the V12 TDI version to the world.

But remember the Allroad? The A6 passenger car-based all-terrain station wagon has entered its second generation and, five months out from its introduction here, Audi Australia is now faced with how best to sell the vehicle alongside the Q7.

GoAuto understands two models will be available with one engine spec: the 3.0-litre 171kW/450Nm TDI engine shared with the A4 and soon to go into the A6.

Audi Australia’s product planning manager John Roberts said the challenge would be get the Allroad below the Q7’s $85,700 starting price. The current-model Allroad starts from $83,050 for the 2.5-litre TDI, rising to $109,050 for the 4.2-litre V8 version.

Mr Roberts admitted that many buyers cross-shop between the A6 Avant quattro and Allroad, but that some Q7 buyers would also compare the SUVs. Audi Australia managing director Joerg Hofmann said he also expected the Q7 to help increase buyer interest in the Allroad. "We will have two good cars for them to choose from," he said. "But it will be tough to price the Allroad." The repositioning of Volvo’s XC70 SE, which was priced at $71,950 at its launch in September 2000 but is now starting from $64,950 for the better-equipped LE model, is cause for concern for Audi as it sees this as a direct rival.

Last year Audi recorded a 30 per cent growth in sales, selling more than 4800 units in Australia. Mr Hoffman said he was confident of increasing sales a further 15 per cent this year, largely helped by the arrival of the Q7. He has forecast 1300 Q7 sales next year, with more than 7000 overall sales by 2008.