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New A4 will account for one in five Audi sales

Last year was “a remarkable year for Audi” according to Jeremy Hicks, director of Audi UK.

Sales topped 100,000 for the first time and were up by 17.9% over 2006.

With more models than ever, the company was reducing its dependency on the A4, he said. Audi now has a line-up of 25 models; 10 years ago it had just 12.

In those 10 years, Audi’s sales have grown from 35,524 and a market share of 1.5% to 100,864 and a 4.3% market share.

Audi’s sales increase compares with a growth of 5.1% at BMW, 2.9% for Lexus, 1.5% for Mercedes-Benz while Saab was also up by a healthy 12.3% according to SMMT figures.

Marketing director Peter Duffy predicts that Audi will become “the premium brand in the UK within the next few years.”

Expectations for the new A4, which goes on sale this month, are pretty similar to the outgoing model with sales of around 21,000 while the Avant, which arrives this summer, is expected to sell about 6,000 examples.

A4 will still account for one-in-five Audi sales, said product manager Henry Williams.

About 70% of all A4s are sold to company fleets and 79% are diesel, said Williams. And 40% are sold with the £525 optional extra of a Bang & Olufsen sound system which, at the moment, is unique to Audi.

The average spend on extras for the A4 is £2,000 while an R8 customer specifies £10,000 worth of add-ons, said Williams.

On the road prices for the new A4 start at £22,590 for the 1.8TFSI in SE trim rising to £32,790 for the 3.0 TDI quattro in S line trim.

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