Audi Simplifies Lineup

Audi AG has trimmed the number of vehicle variants it offers by 27% over the last year and plans to eventually cut such options by as much as 45%, Autocar reports.

The reduction includes eliminating various options and some powertrain combinations, according to CEO Bram Schot. In some cases, he says, select models have been discontinued in certain markets.

The initiative has the dual purpose of cutting costs and meeting consumer demand for less complexity, Autocar notes. Speaking at this week’s Frankfurt auto show, Schot describes the strategy as “simplified premium.”

He says Audi also is looking at cutting the number of body style variants for some models. For example, there may not be a need for both a sedan and sportback version of a car. Schot didn’t say when such cuts might occur.

At the same time, Schot wants to grow Audi’s offering in certain segments—both at the top and entry-level parts of the luxury market.

This will require challenging marketing and content strategies. Entry-level cars are designed to attract younger buyers, who demand the latest connectivity and digitalization features, to the brand.

High-end models appeal to older, less tech savvy customers. But these vehicles are the ones where new technologies typically debut, because they can more easily absorb the added costs.