Audi are potentially shooting themselves in the foot and going back to diesel
If you love the petrol Audi S5, S6 and S7 then boy do we have some bad news for you. In a surprising (and ironic) turn of events, Audi has revealed that their S5, S6 and S7 models will be diesel-only for the time being. This is especially surprising considering the recent drop in demand for diesel cars as well as the new regulations that punish diesels, despite their low CO2 emissions. And let’s not forget about the whole ‘diesel emissions’ scandal that Audi suffered very recently. In the end, they were fined roughly £700 million and the reputation hit they took will also cost them!
This move is believed to be due to the European emissions targets that each manufacturer has to meet.
As a fleet average, manufacturers must achieve an average CO2 emissions figure of 95g/km by 2021. Knowing this, Audi’s move makes slightly more sense. By making the S5, S6 and S7 (some of Audi’s heaviest polluters in their range) exclusively diesel, they are reducing their average CO2 emission drastically.
Let’s not forget about Audi’s investment into electric vehicles as well, with the e-tron SUV and e-tron GT being Audi’s first step into the modern EV industry. With zero emissions, these cars will surely help further reduce their CO2 emission averages.
V8 petrol engines, you will be missed
The 2020 models of Audi’s S5, S6 and S7 will only be available with diesel engines in Europe, whereas in America and Asia, these models will only be available with petrol engines. Say goodbye to the hearty V8 petrol engines of the past and say hello to V6 TDI diesel engines.
It will certainly be interesting how this affects Audi’s sales. As many driving enthusiasts will agree, turbo diesel engines just don’t compare to the might and responsiveness of an equivalent petrol engine.
Some motorists will disagree and suggest that diesel engines can be just as fun, but with the fall in demand of diesel engines, it’s clear that the majority of car buyers have lost a little faith when it comes to purchasing diesel cars, especially when they’re new rather than used.
That being said, the new diesel S6 TDI sedan is capable of 0-62mph in just 5.0 seconds and the S7 TDI can do it in 5.1 seconds. Not bad at all, right?
Is it the right move?
The main problem with what Audi are doing is that they’re completely removing the customer’s choice. Rather than reducing their petrol offerings, they’ve completely got rid of them which could quite possibly leave them with fewer customers than before. Petrol lovers looking for a luxury performance saloon between £35,000 and £65,000 can no longer purchase from Audi because there are no petrol cars like that to choose from in their range anymore. Come 2020, Audi may have lost a small part of their customer base thanks to this rather drastic decision.
On the other hand, the diesel S5,6 and 7 will make for great choices for those with long commutes and those that travel a lot. With far greater fuel efficiency, these diesel luxury cars will be perfect for business people looking for a fun lease. Furthermore, Audi’s diesel cars have a pretty good reputation when it comes to exciting performance. Their engine tech is top-of-the-line and we have high hopes for the diesel V6s that will be in these models.
Let’s see if Audi regret their rather risky move. Let us know what you think in the comments.