Audi scraps its 2023 naming strategy after customer confusion
Audi announced a new model naming strategy to simplify and differentiate the ICE cars from EVs in 2023. However, two years later, they realised that the strategy did not make sense and decided to scrap it altogether. This decision is a result of customer feedback that the new system was confusing the buyers, opposite of the designated purpose.
Previous Naming Strategy
The 2023 Audi naming strategy intended to move all of its ICE model numbers to odd numbers and EV model numbers to even numbers. The key reason behind this re-numbering was to differentiate between EV and ICE models. This happened when the A6 replacement was announced as the A7.
They would also denote the engine capacity in front of the type of engine by using “35 TDI” or “55 TFSI”. According to Audi, this would make it easier for buyers to choose between the two types. However, this process required buyers to unlearn and re-learn the strategy, making the process counterintuitive.
Current Naming Strategy
From now on, the numbers will once again refer to strictly the size of the vehicle rather than its powertrain. The distinguishing of the Petrol, Diesel, Plug-In Hybrid and Electric vehicles will be done by TFSI, TDI, TFSIe and e-Tron respectively. In terms of differentiation of body style, Audi will use suffixes such as Sportback, Sedan and Avant for understanding. Not to mention, the SUVs will start with Q and cars will start with A, as usual.
Audi has clarified that it will stay in a “transitioning phase” when it comes to their model naming and numbering. The A4 will be slightly smaller than the A5. This stays with the idea that the number denotes the size of the vehicle. The vehicles renamed as a result of the previous naming strategy will remain the same. The upcoming A4 e-Tron, Q4 e-Tron and Q6 e-Tron will also continue to follow the formula of an even model number denoting the electric vehicles.
Closing Comments
The 2025 renaming strategy should help to simplify the portfolio Audi currently offers. When a company records sales in millions and offers a wide range of models, it is always a harrowing task to make the buyers understand what model suits them. However, this made the buyer more confused and in a state of “analysis paralysis”. It is good that Audi has understood the problems at hand, and will focus on improving it in future.
