Wednesday, July 17, 2024
NewsAudi Q8 e-tron on the chopping block?

Audi Q8 e-tron on the chopping block?

  • The Brussels complex is enclosed in the Belgian city.

  • The Audi Q8 e-tron has seen a huge drop in its sales numbers.


Is Audi already thinking about retiring its Q8 e-tron EV crossover? The mid-size model hit our roads in 2019 as a 2020 model. In Europe, the e-tron range has been in production since 2018 at the Brussels plant in Belgium, but to stay competitive in the electric niche these days, a model requires updates.

2024 Audi SQ8 e-tron | Photo: Audi

That’s exactly what happened in 2022, when the four-ringed brand announced that the e-tron would henceforth be called the Q8 e-tron. Heavily redesigned since the 2024 model year in North America, the electric crossover has been losing momentum, and we’re not talking about its performance here, but rather public interest in it.

Unfortunately, sales of the model are declining around the world, and demand isn’t much better in China, the world’s biggest automotive market, which now boasts some very substantial Chinese competition.

2024 Audi SQ8 e-tron | Photo: Audi

In short, the Audi Q8 e-tron and all its related variants are in danger of disappearing sooner than expected. The Q8 e-tron range was supposed to be assembled until the middle of the decade as the brand’s flagship SUV.

Add to all these external factors the fact that Audi is now marketing the smaller, more affordable Q4 e-tron and Q6 e-tron. The more recent of the two, the Q6 e-tron, even benefits from the Volkswagen Group’s latest dedicated electric platform, known internally as PPE (Premium Platform Electric), giving it greater autonomy and more advanced technological content.

2024 Audi SQ8 e-tron | Photo: Audi

The other problem for Audi is the complexity of its factory in the heart of Brussels. Expansion of the site is out of the question, as the plant is enclosed within the very district where it took up residence after the Second World War.

Other challenges, such as the supply of components, make it difficult to redeploy the complex, which could eventually lead to site closure and several hundred job losses. However, no decision had been taken at this time.

The electric car market is difficult to follow now. Diminishing public interest, competition from China, very high prices and interest rates – all these factors are not helping manufacturers who have invested huge sums in the electric adventure. Will Audi’s most expensive electric SUV be retired sooner than expected? Just talking about it confirms that it’s a real possibility.


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