With an aim to increase the brand’s exclusivity and give a stiff competition to BMW, German automaker Audi is rolling out special editions in markets around the world. The Volkswagen unit will start selling the special edition two-tone exterior turbo-diesel V-12-powered Audi Q7 in Russia next month, with prices starting at €200,000 ($285,000). The Q7 Special Edition SUV is going to cost the Audi lovers almost twice the base price for a Q7 in Russia. In June, Audi will roll out the special edition R8 V-10 Pure Sport in the United Arab Emirates, which will carry a price tag of $136,000. In an interview, sales chief Peter Schwarzenbauer said…
There’s nothing better than tailoring cars to specific markets. We see huge potential for business with limited special editions.
While there will be only 555 special edition Q7s for Russia, the UAE edition is limited to 40 units. Last year, Audi brought a market-specific model for China, the €54,000 Black-and-White edition TT, and registered a great success. With respect to the last year’s Chinese edition, Peter Schwarzenbauer said…
[All 450 of] the cars were still travelling on a vessel to China when we sold the last one. It was a test case convincing us that limited editions can be extremely successful.
Audi plans to make its custom vehicles account for 20 percent of its sales by 2015.
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