Low demand for luxury EVs leads Audi to end production of the Q8 e-tron models early.
Last year, Audi Malaysia came in swinging with new management and a new range of electric vehicles including the Q8 e-tron and Q8 Sportback e-tron. Today, we’re learning that Audi on a global level has admitted that customer orders for cars in this luxury class segment has dropped significantly. The choice is clear for Audi – they must end production of the Q8 e-tron and Q8 Sportback e-tron earlier than expected and focus efforts on cars built on their newer Premium Platform Electric chassis.
The two cars on the chopping block are currently in production at Audi Brussels. Things in Europe always involve a degree of red tape, and so the first step for Audi was to inform the Company Council of their intention to carry out restructuring of the site. This will allow plant management to discuss solutions for the site with the responsible social partners. One of the possible outcomes is to cease operations at the plant altogether if no alternative is found.
“The announcement of the intention does not mean that a decision has been made. Nevertheless, this news has been felt very profoundly by the employees in Brussels and by me too. A transparent and constructive dialog is important in the process that will follow. We will take all perspectives into account,” says Volker Germann, CEO of Audi Brussels.
As a reminder, the Audi Q8 e-tron and Q8 e-tron Sportback models aren’t that new. They’ve been in production at the Brussels plant since 2018 but were known as just the “e-tron” and “e-tron Sportback” prior to the 2022 facelift. The Audi Q8 without the “e-tron” suffix is a completely different vehicle and shares its genes with the Lamborghini Urus and Volkswagen Toureg.
As of writing, it is unclear what the timeline is like and when Audi Malaysia will be forced to stop taking orders for the Q8 e-tron and Q8 Sportback e-tron.
