At least Ingolstadt promises improvements soon…
Since the mid-1990s, Audi has been synonymous with top-tier craftsmanship and premium materials, setting itself apart as a leader in quality. This reputation helped transform the brand from an unremarkable corporate player into a luxury competitor on par with Mercedes and BMW. However, that image has begun to waver.
Audi’s recent internal challenges led to significant delays in launching key models. Now that the backlog has been addressed—with six new models introduced last year alone, including the A6 E-Tron, Q6 E-Tron, A5 sedan, A5 Avant, Q5 SUV, and Q5 Sportback—the focus has shifted to another pressing issue: interior quality.
A closer look at these new models reveals a troubling trend. While initial impressions remain solid, a deeper inspection exposes cost-cutting measures that would have been unthinkable in past Audi lineups. Hard plastics on door panels and glove compartments feel disappointingly basic, raising concerns about how these materials will age over time.
At least Audi is acknowledging the issue. Speaking at a recent Q5 launch event, Oscar da Silva Martins, Head of Product and Technology Communication, admitted: “We have certainly been better in terms of quality in the past, but we will get there again.” He also noted that Audi may have underestimated customer and media expectations regarding quality.
Other Audi executives have promised improvements, with upcoming facelifts expected to phase out lower-quality materials. It remains to be seen whether these changes will also extend to future models.
To be fair, Audi isn’t alone in this. Mercedes has also seen a noticeable dip in interior quality, though it has yet to publicly commit to improvements. BMW, on the other hand, addressed its own quality decline in the early 2010s and has been on an upward trajectory since.
Automakers cite increasingly strict regulations on emissions, crash safety, cybersecurity, and compliance as major cost drivers, often forcing compromises elsewhere. Still, for German luxury brands, cutting corners on quality—a key pillar of their prestige—is a risky move.
It will be interesting to see how Audi responds in the coming years.
