Audi To Focus On High Performance Vehicles To Boost Sales

Audi's future high-performance models are in a unique position to benefit in knowledge and capabilities from the supercar and superbike pedigree in the VW stable (Bugatti, Porsche, Lamborghini, Bentley, Ducati).

Audi already has the engines and beautiful designs. For example, in 2004 and again in 2005, a Donkervoort D8 270 RS -- both with Audi engines -- broke the Nurburgring lap records.
http://tinyurl.com/cgrsfef
http://fastestlaps.com/tracks/nordschleife.html

Audi has several opportunities to add RS variants to current and future models (e.g, A6 sedan, A8 sedan, A9 coupe, Q7).

One factor that will help Audi's future S and RS models is that here will be significant weight savings in future Audi releases, even SUVs. Next year's all-new Q7 will be lighter by 800 lbs (363 kg). Since 2009, Audi has been testing a next-gen S5 that is 800 lbs lighter as well.
http://tinyurl.com/ab3brfz

Pricing is the issue, their RS models command a premium some $5-8k over M-series and AMG simply because of Quattro...which ironically has been the culprit when oversteer and weight are noted as negatives in comparos. Now consider this when they LOSE comparos, why spend a premium at that point??

Audi’s S6 was good enough to beat the BMW M5 and Mercedes E63 AMG in Car and Driver mag’s comparo of three high performance sedans. Out of 240 points, the first-placed S6 had 213 points, the second-placed E63 AMG had 210 points and the last-placed M5 had 193 points.
http://tinyurl.com/cqntdwx
http://tinyurl.com/6olv8mu

Why should an RS model be priced the same as the BMW M5? The Audi S6 is already superior to the M5 in 13 of 22 measures -- including driving dynamics and “fun to drive” -- and equal to the M5 in 5 other measures. The S6 has superior braking. The S6 is as fast or faster than the M5 in acceleration up to 60 mph. The S6 is only 0.2 seconds slower in the quarter mile. The BMW was better in only 4 of the 22 measures – including ‘rebates’, lol.

Audi’s quattro does not cause “oversteer”. And you are out of date in the era of sport rear differentials (which ‘reduces’ understeer in cornering).

The BMW M5’s curb weight (4,277 pounds) is 22 pounds heavier than the Audi S6’s weight is (4,255 pounds).

How about Audi Focus on building cars that aren't overpriced. Take a BMW and find an audi that performs about the same. Now add $5K+ to the price of the BMW and you will have the Audi's price.

think about it, if you are that worried about prices your are typically a Lexus or Infiniti customer.

Audi's pricing of its RS models is on target. Audi charges a premium because historically its RS models have been limited-production and of exceptional quality.

I still expect to see Audi charge a premium for its RS models as compared to BMW M and Mercedes-Benz AMG but as the RS model range grows in model variants and volume, the premium should be reduced to $3-5K instead of the historic $5-8K.

Agreed, they seem to sell everyone they make with no issue.

RS6 sedan would be an excellent addition to the RS stable before anything else. Probablythe easiest to add as well.

I seems to me the primary reason for attempting to boost sales of higher perfomance models is to improve profitability for the company.