For the first time in 12 years Audi Australia – one of the prestige brand's global success stories – has had a sales slump.
It hasn't been a gentle slide either; more of a turbulent descent as the number of new Audis registered fell by almost 10 per cent in 2017.
But the dark clouds may begin to drift away, with bold new SUVs such as the all-new Q4 on Audi Australia's wish list, and a number of important new arrivals confirmed for release next year.
They include the luxurious new Audi Q8 flagship SUV, redesigned small cars like the A1 and Q3, and a trio of all-new electric vehicles, all of which will arrive in 2019.
The city-savvy vehicles can't come soon enough. The popular Audi A1's sales sagged almost 37 per cent in 2017, while the Q3 was down more than 21 per cent.
In total, Audi's Australian sales slipped from 24,258 the year prior to 22,011 units in 2017.
Every single model in its range recorded negative growth last year, except for the A5 Coupe and A5 Sportback – both of which were completely revitalised in 2017.
But they are not big sellers; the incremental volume they brought was not enough to stop the decline.
The evergreen Audi A3, the brand's top-selling model, slumped by almost 18 per cent as its arch-rival, the Mercedes-Benz A-Class, continued to grow its market share.
Customer purchases of Audi's volume-selling A4 wilted by more than 25 per cent, while supply issues with the crucial Audi Q5 mid-size SUV also hurt the German importer's sales numbers, as it swapped over to the new generation model.
But Audi Australia is confident 2018 will see a return to sales growth for the brand, even if it's a modest upswing.
"It's a challenging market and we're not the only brand where you see evidence of that," said Audi Australia corporate communications chief Shaun Cleary in a clear reference to BMW.
The Bavarian brand's Australian sales retracted by 15.7 per cent – further proof the local car market is waning like a wintery sunset.
Of the big three German prestige brands only Mercedes-Benz recorded positive growth last year, but a humble 3.1 per cent gain is not what it's used to.
So far this year Audi sales have grown by 1.7 per cent and new Audi products coming soon will help stoke the sales fires a little more in 2018.
First up will be the outrageously powerful new Audi RS 4 Avant (June), followed by the all-new RS 5 Sportback (November), A8 flagship limousine (July) and A7 Sportback (September).
But these are niche models for the most part. The big gains are expected to come in 2019, when fresh metal such as the next-generation Audi A6 arrives early in the year, around the same time as the Q8 flagship SUV.
"In general any opportunity in the SUV market, given the strength of that segment, is obviously a high priority for us," said Clearly.
"We've seen the Q8 concept over recent years and we're really anticipating the arrival of that SUV. I would say we'll see it next year -- maybe even early 2019."
Audi will also introduce its new-generation A1 and Q3 in 2019. Both models were originally set to launch here in late 2018. An all-new fourth-generation Audi A3 with mild-hybrid tech and advanced interiors are due in Europe in mid 2019, which means late that year for Australia.
Another new drawcard for Audi showrooms in 2019 will be the arrival of the new Audi e-tron electric SUV.
When it launches in Australia next year, Audi’s first pure-electric vehicle will offer a zero-emissions driving range of around 500km from it big 95kWh lithium-ion battery. Power output of between 320kW and 370kW (depending on driving mode) will propel the Telsa Model X rival to 100km/h in around 4.5sec.
The AWD electric SUV will command a price tag of around $170,000. It will arrive in Australia from around July 2019 and will be followed by two more e-tron EVs as Audi seeks to cement its place a technology leader.
"The first e-tron we will get will be in 2019. At this stage it's looking like mid-year," said Cleary, who went on to outline the brand's budding EV strategy.
"There will be three models for Australia: The SUV first, called the e-tron, then the e-tron Sportback, then a premium compact model," he said.
"By 2025 every third Audi would be full EV or plug-in hybrid. In cars like the new Audi A6 we're taking steps towards that [with 48-volt mild hybrid].
"That said, combustion engines will remain part of the line-up for about as far ahead as you can predict."
Despite the dieselgate emissions scandal that has engulfed Audi and other Volkswagen Group premium brands, and uncertainty surrounding the future of the Audi R8 flagship super car, the four-ringed prestige brand may soon see the sun beyond the dark clouds.
But the new car market can be a fickle mistress and Audi can only invent so many new niches before it must rely on its bread and butter models and potentially reposition them.
After all, the Australian new car market is becoming ever more fragmented and as more middle-class car brands push upmarket, Audi faces a tough task ahead if it wants replicate another 12 years of sales growth.
Audi models coming soon to Australia:
Audi RS 4 (June)
Audi A8 (July)
Audi A7 (Sept)
Audi RS 5 Sportback (Nov)
Audi A6 (early 2019)
Audi Q8 (early 2019)
Audi e-tron (July 2019)
Audi A1 (2019)
Audi A3 (2019)
Audi Q3 (2019)