In a significant corporate reversal, Audi has publicly acknowledged a major strategic error regarding its vehicle naming conventions and is preparing to implement a comprehensive u-turn. The German automotive giant confirmed that last year's announcement of sweeping changes to its model nomenclature, intended to create a "unified and transparent" system for advertising its electric vehicle range, has proven problematic.
Audi's Admission of Error
Gernot Döllner, Chief Executive Officer of Audi, stated unequivocally: "Yes, as we said earlier this year, that was a mistake, and we corrected it. We will go back to our old nomenclature: A is for flat-floor cars, Q is for SUVs, and then the number describes the size of the car or the segment of the car, full stop." This frank admission highlights the company's recognition that the renaming initiative, particularly the timing of changes like the A5 name alteration occurring too close to production, created unnecessary confusion for customers.
Customer and Dealer Feedback Drives Change
The decision to revert follows what Marco Schubert, Sales and Marketing board Member, described as "intensive discussions and also... the wishes of our customers as well as feedback from our international dealers." This feedback revealed significant concerns about the proposed system where vehicle names would consist of one or more letters and a number, with even-numbered models designated as electric-only and odd-numbered models retaining combustion power.
Under the abandoned plan, vehicles like the A6 and Q6 would have been exclusively electric, while combustion-powered models would have carried odd numbers, such as the S4 becoming the S5. The new e-tron versions already demonstrated this approach in practice.
Return to Traditional Naming Structure
Audi's revised strategy removes the direct link between alphanumeric names and drivetrain technology. Consequently, future models like the A6 can be available with petrol, electric, or hybrid powertrains, as can any other A- or Q-badged Audi vehicle. Mr Döllner further suggested it was "thinkable" that the brand could revert to the A4 naming culture, indicating a broader return to familiar naming conventions.
This episode mirrors similar industry reassessments, as evidenced by comments from Tim Bryant, then-European customer and experience manager at BYD, who noted in 2023 that European models would not feature certain branding elements after considering dealer and journalist feedback. Audi's responsiveness to market input demonstrates the evolving relationship between automotive manufacturers and their customer base in an increasingly competitive electric vehicle landscape.
