Audi eager to add more EVs and plug-in hybrids

Audi could soon add the Q4 E-Tron and a number of plug-in hybrid models to its Australian range as it looks to expand its electrified portfolio Down Under.

Until now hybrid models haven’t been a focus for Audi, or the wider VW Group, in Australia with the strategic focus instead placed on fully-electric models.

But with new VW Group brand Cupra using its Australian launch to confirm it will offer its Terramar plug-in hybrid in 2025, it seems Audi will beat it to the punch once strong supply can be secured from German HQ

“The next wave of vehicles we’ll probably see will be some plug-in hybrid models that we can talk about in a few months,” Audi’s corporate communications manager, Shaun Cleary, told Wheels. “Not for this year but that’s the next phase of what we’re looking at.”

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Globally Audi currently offers plug-in hybrid variants across its model range stretching from A3, A6, A7, A8, Q3, Q5, Q7 and Q8, but Cleary said it’s likely Audi will focus on high volume segments first in Australia. That makes the Q5 and Q3 ‘TFSI e’ the most likely candidate to kick things off.

“There’s a range of models for us to look at and that’s what we’re currently deciding with Germany,” said Cleary. “But we’re looking at those segments which are most popular for us at the moment.”

It’s likely the plug-in models will be positioned at the top end of their respective ranges, although Audi is also keen to offer more affordable EV models.

“We’re also looking at Q4 E-Tron,” said Cleary. “That’s obviously a very popular vehicle worldwide and we’re still working with HQ on how and when we can introduce that.”

Cleary wouldn’t be drawn on exactly when Q4 E-Tron would arrive in Australia, but Audi’s GM of marketing, Nick Reid, confirmed Audi Australia sees a clear opportunity in adding more affordable electric models to its range.

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“Moving forward we want as many electric models as we can get,” he said. “Tesla has shown there’s a real market for sub-$100K EVs so I think that’s something we can definitely capitalise on.”

Currently Audi sells the e-tron wagon and E-Tron Sportback SUVs in Australia and it will soon introduce its flagship RS E-Tron GT performance model but both cars are expensive. The E-Tron SUV range kicks off at $140K while you’ll need at least $180K to get into an RS E-Tron GT.

Injecting the Q4 E-Tron would help Audi capitalise on the current upswing in Australian EV sales and give it a rival for the Mercedes EQA and Tesla Model Y, especially if it can be priced under $100K.

“We’ve seen the number of electric vehicles on our roads grow hugely over the last couple of years,” added Reid. “The market is developing very quickly and we’re learning a lot.”

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The issue for Audi in Australia is securing supply of electric models. Globally our market is a low priority with the majority of new EVs sent to countries with higher EV volumes, but Cleary said the recent shift in EV popularity Down Under strengthens Audi Australia’s case.

“There are already many markets that are very well established in terms of sales [of electric cars],” he said. “And those markets have clear policies and targets for CO2. So it’s a very competitive environment.

“But we’re working very closely with Germany to update them on the situation in Australia. And there’s definitely been a change in the conversation and mood here.”