Audi aims to lure customers from BMW, Mercedes with revamped A6 sedan
Euromobil will use the new Audi A6 to target corporate executives when it arrives here in Malaysian in the 3rd quarter of 2011. This new A6 will easily allow Euromobil to increase sales and lure customers from BMW AG and Daimler AG at the more expensive end of the segment range.
“The A6 is the epitome of the top-of-the-range sedan,” “It will attract many buyers in the business community. This is an important segment for Audi.”
The Audi A6 goes on sale in Europe in April starting at 38,500 euros. BMW introduced a new version of the 5-series sedan, priced from 40,300 euros, last March, a year after Mercedes came to market with its updated E class, the automaker’s second-best selling model. The E class sells in Europe from 39,835 euros. This means the new A6 should arrive at Euromobil at a selling price of nearly its predecessor selling price which was RM468,000.00 for the 3-liter V6 quattro.
The Mercedes E300 sells in Malaysia for RM455,800.00 and the BMW 528i sells for RM449,800 and they are both locally assembled whilst the new Audi like all Audi’s in Malaysia comes fully imported.
Audi, which has a goal of toppling BMW as the biggest luxury-auto maker in 2015, is enhancing the high end of its 36-model lineup, introducing the new A7 Sportback last year and an updated version of its A8 flagship sedan.
Models hitting showrooms this year include the RS3 sportback, a hybrid Q5 SUV and the Q3 compact SUV. The new A6 is shorter and wider than its predecessor and weighs up to 80 kilograms less thanks to increased use of aluminum and high-tech steels.
Still, BMW doesn’t anticipate 5-series sales being affected by the pending introduction of the new A6, sales chief Ian Robertson said last month.
“The demand curve for the 5 Series will remain strong all year,” Robertson said at a Feb. 21 event. With the model now available in markets around the world including an extended version for China, “we’re having very strong demand,” he said.
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