RUMOR MILL: Audi To Kill Off R8 Supercar Within 3 Years

No way!! Fake News...

Welcome to the "Diesilgate" cut backs.

When you realize that worldwide annual sales peaked at 5,656 in 2008, it's not exactly a hot seller. It only sold 7,364 units in the US from 2007-2016, with the peak of 1,145 units in 2011.

Note that this is only a rumor at this time.

I think it’s $50k overpriced, Audi would’ve sold many folds more and it will have a much better chance sticking around.

The R8 is the wrong sort of car for Audi as a halo.

Actually, I believe the R8 is a good example of what a Halo Car should be. Not too long ago, Audi was perceived as a wannabe, as the car someone gets when they can’t afford a BMW. And Audi had the defect numbers that showed they weren’t exactly reliable.

Enter the Audi R8. In 2006 when it first debuted, it cost about as much as a Porsche Carrera, but with more power, mid-engine design, and looks that resembled super cars like Ferrari. It served to redefine what Audi was in the public eye. The public’s perception of Audi shifted more to a sporting, cutting-edge automaker. It got people into Audi showrooms and increased Audi sales, even though the R8 itself was never a hot seller.

Today, Audi is “on the map” with respect to the German sports/luxury cars. Audi is doing well with respect to sales and profits, helped by the R8’s contribution to redefining what people think of Audi.

On the other hand, the Lexus LFA is an example of how not to do a Halo Car. Lexus created a world-class supercar (in terms of performance), priced it at half a million dollars, and made only 500 units. Some LFAs remain unsold, new, on dealer lots seven years after introduction, and five years after production’s end. Nobody heard of the LFA, aside from the most hard-core enthusiasts. It did not redefine the Lexus brand as a sporting brand.


IMPORTANT NOTE: I do not claim that Audi is better than BMW or Mercedes. I do note how they are no longer perceived as an “also ran,” thanks in part (not exclusively) to the R8’s halo effect.

Well that means my 2012 V10 Manual will be a greater prize someday. It and it's TTRS manual tranny little brother. Gents can't express the sheer emotional rush at shifting my owns gears at almost 9000RPM's.

VW already has enough other brands of SuperCars that are far more desirable than an AUDI. Since these are cars to be seen in - which would you rather be seen in - an AUDI -or a Lamborghini or a Porsche?

At some point it was logical to separate the various brands that VW has into markets - to prevent too much overlap between them. Their constant attempt to move VW upmarket - interfered with their desire to move AUDI upmarket as well.
Since they are attempting to make the second tier Luxury Maker AUDI into a real Mercedes competitor - it isn't based on what they actually sell - it would make sense for them to come out with a Halo - SuperLuxury car - BUT they have Bentley for that one.

Maintaining all these makes and models - even if they consolidate platforms - required duplicated marketing - and dealers. I believe eventually VW will either combine a few of them - or they will need to sell some of them off.

Well said.

The reality is that there was no context for the R8 therefore it never did much to elevate the brand.

The problem with the R8 is there is very little supporting cast in the upper end of Audi's lineup. Only the A8 and they couldn't be more divergent in image and task. While Mercedes has the AMG GT, it also has the AMG versions of the SL and S-Coupe. BMW is upgrading their coupe to the 8 Series to support the i8. While the R8 isn't as detached from the model lineup as the NSX is to the Acura lineup, it was almost an afterthought. And the TT and its various iterations certainly didn't help.
Personally I feel Audi needs to keep the R8 but build a more robust upper tier around it to continue to be taken seriously as a Tier 1 Premium brand.

Dumping the R8 and replacing it with an EV coupesedan called Quattro to harken back to the game-changing car that made that name famous and to suggest their EV is a game changer would be my suggestion.

At this point, Audi is the German Oldsmobile and the utterly boring A8 shot them in the foot. Instead of truly challenging the S Class, they decided to do an Avalon at 7 Series prices.

Audi doesn't have coherent leadership as far as its upper cars go.

I hope this is indeed a rumor. Inasmuch as I am true to the Silverstar, the R8 is still one of the hottest looking sports cars on the road. I remember when it debuted, it was one of the first to use to dot.dot.dot LED's as daytime running lights.