Official sales won’t start until February 2017, but the new Audi Q2 small SUV is off to a flying start according to Audi Australia’s general manager of corporate communications, Anna Burgdorf, with 2500 “genuine prospects” arising out of pre-launch pop-up events held along Australia’s east coast.
Just one pre-production vehicle has made its way to Australia and has been engaged in promotional events starting with Hamilton Island Race Week, a sailing event of which Audi is the naming-rights sponsor.
“We’ve had really genuine prospects and leads for 1500 just from the pop-ups and almost a further 1000 from the social media seeding we’ve been doing on that model ” Ms Burgdorf revealed in an interview with TMR at the recent launch of the facelifted A3 range.
Audi has already revealed a $41,400 (plus on-road costs) starting price for the Q2 range, and confirmed that features like Audi’s Virtual Cockpit instrument display, adjustable ambient lighting, autonomous emergency braking, and radar-guided cruise control will all be available, as well as offering a broad range of customisation options to attract younger buyers to the brand.
When asked about the Q2’s pricing overlap with the existing A3 range, and the potential for the Q2 to cannibalise demand for the A3 range Ms Burgdorf revealed that there was little concern about market shifts surrounding the introduction of new products.
“Sustainable growth is something that’s incredibly important for us, and I don’t think that – based on the introduction of new SUVs in the past – there wasn’t a really negative impact on those other models within the range, so we do see it adding incremental growth,” Ms Burgdorf said. “Will it take customers away from A3? Potentially it might, but I think as long as there’s growth that’s a positive outcome for us.”
With three months to go before the Q2 range arrives in Australia, and plenty more opportunity for Audi to market its new small SUV before it launches only time will tell what impact the Q2 will have on Australian sales charts.