Audi’s UK chief sees opportunities to push further upmarket as the brand phases out entry-level models and considers new flagship offerings
Audi is set to expand its premium appeal with more high-end models, including potential luxury EV flagships. UK boss Jose Miguel Aparicio told Auto Express that the brand aims to boost prestige and desirability while focusing on quality over quantity.
As part of Volkswagen Group, Audi sees room to move upmarket without overlapping with Bentley or Porsche. This strategy includes discontinuing smaller models like the Q2 and A1 in favor of pricier, more profitable offerings.
Audi’s luxury ambitions have been previewed with the Grandsphere and Urbansphere concepts—large, high-tech EVs that could shape the future lineup. These models, built on the Premium Platform Electric (PPE), offer long range, advanced autonomy, and a bold new design direction.
With EVs reshaping the market, Audi is positioning itself as a top-tier premium brand, focusing on innovation and an elevated customer experience.
