AM Online

Price cuts help prestige brands

Compact executive sector model launches will allow prestige brands to challenge volume carmakers, said Audi UK director Kevin Rose at the UK launch of the latest A4.

At the new £4m Whetstone Audi dealership in north London (left), Mr Rose said lower prices from prestige brands made it was "easier for people to move up" from volume brands. Recent percentage-based price cuts had left transaction prices closer.

"If the contract hire rates are only a few pounds apart, customer will start asking whether they should stick with a Vectra V6 or have an Audi," he said. "With the A4, the C-class, the Volvo S60 and the new baby Jaguar, all the growth and excitement is around the premium brands."

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