I’d have thought the motor industry would’ve had the good sense to discard the antiquated, mid-sized luxury, or C-segment sedan by now. Not only are vehicles in this segment expensive, uneconomical, environmentally challenging, not always rewarding to drive and famously bad at holding their resale value, but every year it seems, new models are just forged from thin air with a view to killing them off.
Think over the past decade: the SUV, the soft roader SUV, the four-door coupé, the crossover and even BMW’s sports activity vehicle. All concocted to give sedan buyers something else to think about, as if the manufacturers themselves are getting bored with churning out the same old thing. And yet the C-segment survives. From this we can infer that restraint plays an inherent part in its justification. Compelling I believe, the most conservative designers and engineers to work on these projects. And I’ll admit, I’ve always thought the Audi A6 was the blandest of the lot. But it wasn’t always that way.
The A6’s DNA traces back to 1997 when Ferdinand Piech took up his new position as head of the VW Group and started instigating his “few platforms, many shared components” strategy in building models right across the VW, Audi, Skoda and Seat ranges. The cross pollination idea took form for the first time in the Audi A6 and VW Passat. Those of you who bemoan platform sharing now know which model to hang your hat on. You will recall the first A6 by its large ocean liner rear end and Bauhaus/art deco-inspired symmetry a la Audi TT. Never meant to be a technological showcase, Audi at least used inspired design to discern the A6 from the humble VW Passat. But since then the A6 has slipped ever more assuredly towards conservativeness. Have things changed in 2009?
First impressions from the launch event are that the conservativeness is entrenched in the A6. Audi’s bespoke LED running lights come in only a single, plain strip on the A6’s front while subtle tweaks to the nose dome and front arrangement remain well hidden. But the rear three-quarter and wider two-tier, LED tail-lights, it must be said, are worthy of a thumbs up when skulking over the back of the car. There is extensive use of soft leather and aluminium inlays in the interior and the latest generation Audi Multi Mode Interface (MMI) offers 3D satnav. On the whole, however, the A6 is underwhelming to behold.
In an attempt to keep the A6 relevant to market needs, Audi has introduced two new engines they claim improve performance efficiency by 15%. The first is a new entry-level 2.0-litre TFSI (125kW), the first four-cylinder offered in an A6, which will retail at a very competitive R372 500. Audi are confidently hitching their star to this four-cylinder, knowing that nearly 50% of C-segment sales are made up by entry-level models.
And the second is the top of the range 3.0-litre TFSI V6 (213kW). Anoraks hold your tongues, because while it uses the TFSI nomenclature, it is in fact a supercharged motor. And it is a stunner of a motor, supplying torque from anywhere in the range thanks to said supercharger. Audibly, it is toned down though, not giving any supercharger whine atop its V6 drone, which is disappointing as the sound would be an exciting caveat to its bat-out-of-hell performance — 0-100kph in a hot hatch mincing 5.9 seconds and a governed top speed of 250kph.
Aside from the monster power from the new supercharged motor, or the new entry-level A6, which presents a R10 000 saving over the old, outgoing entry-level model, I’m not convinced Audi’s 15% improvement in efficiency cuts the mustard to assure the A6’s longevity. But then again, I’m also not convinced about the segment altogether. Solace in some Karl Marx will have to suffice: “Each according to his ability, to each according to his means.”
Range Pricing
2.0-litre TFSI multitronic:
R 372 500
2.7-litre TDI multitronic:
R 462 500
2.8-litre V6 FSI multitronic:
R 467 500
3.0-litre TDI Quattro tiptronic:
R 555 500
3.0-litre V6 TFSI Quattro tiptronic: R 571 000
Q&A with Audi MD for sales and marketing Ryan Searle
How much have Audi sales decreased since last year?
Audi went from 12 215 units in 2007 to 9 525 last year while the C-segment dropped 71% between 2007 and last year. But our market share has improved from 2.9% last year to 3.3% so far this year, proof that we are moving in the right direction.
Why launch the A6 at this time?
We believe there is still an appetite for big metal. With the facelift A6 we introduce greater vehicle efficiency with 15% improvement in fuel consumption and emissions and new safety equipment for our customers.
Is there still a market for the A6?
We know we have a lot of work to do. Before this facelift, A6 sales fell 47.1%. But Mercedes-Benz E-Class dropped 55% last year. We hope to energise the market with our new engine offerings.
What does Audi need to do to stay competitive in today’s economic climate?
We are forging ahead with our product planning. We strive to place our products at a price advantage over BMW and Mercedes-Benz. We are also rolling out our new Terminal Showroom concept at dealerships to keep people coming through the doors.
Will Audi increase its prices in the near future?
It is inevitable. Manufacturers who import are vulnerable to currency and market changes. However, we will always manage price increases against consumer needs.