Audi A1 and Q2 Discontinued to Make Way for EVs
Audi has officially confirmed the discontinuation of its entry-level models, the A1 and Q2. The A3 and Q3 will take over the entry-level fuel vehicle market, further streamlining the brand's product portfolio. The decision is based on multiple strategic considerations, according to Audi's global CEO.
Firstly, the A1 and Q2, limited by their small car positioning, face continuously increasing compliance costs under increasingly stringent global emission regulations, while their market profit margins are significantly lower than those of mid-to-large luxury models. Secondly, consumer acceptance of small luxury cars is limited in key markets such as China. The A1's imported status results in a relatively high price, and the Q2 lacks sufficient competitive advantages in its segment, leading to sales performance below expectations.
The A1, positioned as an entry-level hatchback, has achieved cumulative sales of 1,389,658 units since its launch in 2010, with a current starting price of €22,950 (approximately RMB 184,000). It is available in Sportback and Allstreet versions. The Q2, positioned as a small SUV, has sold a total of 887,231 units since its launch in 2016, with a starting price of €29,000 in Germany, significantly lower than the Q3 (€44,600).
Regarding production cessation, the Martorell plant in Spain stopped A1 production on April 15th. The plant produced 72,200 A1s last year, and its capacity will be shifted to MEB+ platform electric vehicles. The Ingolstadt plant in Germany will also simultaneously terminate Q2 production.
It is worth noting that although Audi has withdrawn its 2033 full electrification target, it continues to accelerate its electrification layout.
The discontinuation of the A1 and Q2 will free up resources for the development of the A2 e-tron, which is positioned in the compact class and is expected to debut this autumn. It will be based on the MEB+ platform and will be from the same family as the ID.3 Neo series, also avoiding internal competition with other entry-level electric vehicles within the group, such as the Volkswagen ID.2.