Audi, the German luxury automaker giant, seems to be taking the luxury path further and further. According to Autoexpress, this upscale strategy will mainly target its most luxurious and expensive models, such as the A8, Q7, and Q8. Audi says that there is an increasing demand in its highest-end market segments, and they believe that this will be accompanied by ‘a significant increase in price’. Jose Miguel Aparicio, the boss of Audi UK, speaks of an obsession with ‘premiumness’, suggesting not just an image upgrade but also a pursuit of business quality. However, this strategy seems to imply that Audi wants to break free from the shadow of other luxury brands under the Volkswagen Group – Bentley and Porsche – and seek a new market positioning.
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