Audi Reverses New Model Naming Strategy After Customer Confusion
Audi has decided to reverse its new model naming strategy that initially differentiated combustion-engined models from electric models using odd and even numbers. This decision comes after receiving feedback from customers and dealers, highlighting the confusion caused by the new system.
Originally, internal combustion engine (ICE) cars, including plug-in hybrids, were given numbers 1, 3, 5, and 7, while electric vehicles (EVs) were assigned numbers 2, 4, 6, and 8.
When the strategy was first introduced, Audi’s head of technology, Oliver Hoffmann, defended the approach as a way to create a “clear and intuitive distinction” between different drivetrain types. This led to changes in model names, such as the A4 being rebranded as the A5 and the A6 set to become the A7.
However, with the upcoming launch of the new A7 on 4 March, Audi has decided to rename it back to the A6. The electric version will be called the E-tron, while the ICE version will be labeled as TFSI for petrol and TDI for diesel.
Despite the changes, Audi has confirmed that the names of the A4 and A5 will remain unchanged, as they are essentially the same car but with different powertrains. This decision is based on the new system, where the numerical sequence from 1 to 8 indicates the vehicle’s size and hierarchy within the Audi range, regardless of the powertrain type.
Existing models like the electric Q4 and Q6 will also retain their current names under the revised naming system. Audi models will continue to be identified by letters and numbers, with ‘A’ representing traditional cars and ‘Q’ indicating SUVs.
Marco Schubert, Audi’s sales and marketing boss, stated, “This decision follows extensive discussions and aligns with the preferences of our customers and international dealer network. Our updated naming approach ensures a more intuitive understanding of our line-up, making it easier for customers worldwide to navigate our portfolio at a glance.”
