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Matt Brogan20 Mar 2017
NEWS

Winkelmann: Audi Sport must be less Euro-centric

All-new RS 3 sedan and procession of new performance SUVs marks strategic move away from RS brand’s Euro-centric past

Audi Sport cars and SUVs – those prefixed by an S, RS or R designation – must continue to expand across their derivative model ranges in order for the brand to flourish.

That’s the word from Audi Sport CEO, Stephan Winkelmann, who spoke to motoring.com.au at the global launch of the new RS 3 sedan and upgraded RS 3 Sportback last week.

“To get out of the ‘Euro-centric world’ we are in today, most of the cars we are going to launch in the future will be ‘world cars’ or ‘global cars’,” Winkelmann proffered.

“We want to have a shift into the SUV segment and we want to have cars which are more likely to be ‘world cars’, to have cars which are almost equally distributed in the bigger-selling regions of this world.”

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The former Lamborghini boss said a continued focus on the four-ringed marque’s home market would serve only to limit its appeal globally, and that a more varied model mix – including a larger proportion of SUVs – was vital moving forward.

Winkelmann said at the Geneva motor show earlier this month that Audi Sport would offer as many as eight new S or RS variants by the end of 2017.

He would not be drawn on exactly which models would come first, but did indicate that a broader model mix was likely as the brand sought more sales outside of Europe.

“For now, our focus is mainly North America,” he continued. “But there are also big opportunities throughout Asia, the Middle East, and also Australia, South Africa and Japan."

Next up locally for Audi Sport is this week's new S5 Coupe, but also due on sale in Australia this year are the new RS 3 sedan and hatch, RS 5 Coupe, S5 Sportback, S5 Cabriolet, TT RS and R8 Spyder.

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But the Audi Sport boss said the company's focus would shift to SUVs like the new SQ5 also due here this year.

"We want an SUV shift, but we have to do it when there is a business case. That said, if there is an opportunity, we will go for it, much more than we have in the past.”

Likely SUV candidates for the RS treatment include next year's new-generation Q3, the current version of which is already available in RS form. If the model receives the green light, Winklemann said the new all-aluminium 2.5-litre five-cylinder turbo-petrol engine from the TT RS and RS 3 would feature under the bonnet.

“For us, the 2.5-litre engine will remain an exclusive offer in the entry-level segment,” he said. “We use it to attract new and young customers to the Audi Sport world. It’s our USP (Unique Selling Point). As the RS Q3 is an A-segment car for us, if we are to do another one, then yes, it would use this same engine.”

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Winkelmann hinted that this year's second-generation Q5 mid-size SUV and the latest Q7 large SUV – both of which will be available in S form – are also eligible for the RS treatment for the first time, but ruled out the newly-released Q2 baby SUV.

“At this time it’s not planned,” he stated. “We want to stick to the more prestigious segments.”

Other new Audi SUVs likely to receive the S and RS treatment include next year's all-new Q8 flagship and the all-new Q4 now confirmed for 2019.

And although this year's new A8 limousine and next year's new A1 may not get the full RS makeover, you can expect S and RS versions of the new A6 and A7 due in 2018, plus RS versions of the latest A4 sedan and A5 Sportback and Cabriolet.

Visit motoring.com.au again soon for our first drive of new 294kW RS 3 sedan and hatch.

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Written byMatt Brogan
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