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Audi dealers are reporting major interest in recently launched ultra models, putting the brand on course for another record year.
The ultra branding is being applied to the most fuel-efficient and emissions-friendly cars in their model lines, giving Audi dealers the opportunity to sell against BMW’s Efficient Dynamics and Mercedes-Benz’ BlueTec lines.
According to Audi the ultra-branded models are already responsible for 3.8% of its total UK sales, and this percentage is expected to climb rapidly over the coming year as fleet drivers approaching the end of leasing contracts are attracted to the ultras as replacements, due particularly to the benefit-in-kind tax savings.
Thanks to improvements in TDI diesel technology, transmissions and exhausts the ultras boast fuel economy figures up to 14% better than the cars they replace, and corresponding improvements in emissions.
However these gains come at no expense of performance or equipment – in fact the new engines are more powerful than their predecessors.
Audi launched ultra models of the A4, A5 and A6 lines in March, and an A7 ultra will join the line-up towards the end of 2014. The brand intends eventually to offer an ultra in almost all its model lines, including the perceived performance cars such as the TT coupe.
According to Audi the ultra-branded models are already responsible for 3.8% of the brand’s sales, and this percentage is expected to climb rapidly over the coming year as fleet drivers approaching the end of leasing contracts are attracted to the ultras as replacements, due particularly to the benefit-in-kind tax savings.
Boosted by the ultra cars, Audi is confident of significantly beating its 2013 record sales figure of 142,000 units, and believes it could achieve more than 160,000 sales this year.
The brand has seen 85,000 sales in the first half of 2014, and according to its own figures is 10,500 sales ahead of direct rival BMW and close to 20,000 up on Mercedes-Benz.
Andrew Charman
