The European electric market is not taking off. The year is going poorly in terms of sales volume and production. Brands hardly accumulate orders or reservations, which forces factories to reduce the pace of work. Audi didn’t enter the electric era on the right foot. Multiple delays and a lack of competitive products have weighed on its image in recent years. The arrival of new models is trying to rectify the situation, but for the moment there are no obvious signs of improvement. L’Audi factory in Brussels has practically nothing left to TO DO. The company has already warned that it is seeking change, even if it could mean closing the factory.
In Ingolstadt, the arrival of the electric car promised to make people happy. A new era to get people talking and increase sales. But European motorists are hesitant to take the plunge and sales are not taking off. The e-tron range has grown slowly over the past few years. The offer is now compressed into four different models: Q4 e-tron, Q6 e-tron, Q8 e-tron and e-tron GT. Although Audi has tried to keep all models up to date, there is no denying that the city of Ingolstadt is lagging behind its most direct competitors. This situation, combined with uncompetitive prices, creates an unstable atmosphere within the brand.
Audi works with authorities and unions to find solutions
Audi has officially made it known that it does not know what to do with its Brussels factory. The company has already contacted the Belgian authorities and social partners in order to jointly find solutions to keep the factory open. The sudden drop in orders for the Q8 e-tron, the only model currently assembled in Brussels, has been severe. Audi acknowledges much interest has been diverted to other electric models, notably the Q6 e-tron. The latest addition to the electric family is the first to benefit from the PPE platform developed in collaboration with Porsche.
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“The announcement of the intention does not mean that a decision has been made. However, this news was deeply felt by employees in Brussels and by me. A transparent and constructive dialogue is important in the process that “opens now. We will take all points of view into account,” he said. Volker Germann, CEO of Audi Brussels. “The decision to launch the information and consultation process at the headquarters in Brussels was taken after intensive analysis and is supported by AUDI AG. It is now a matter of shaping this process constructively and transparently with all stakeholders and to discuss feasible solutions in the interest of all. We are aware of the responsibility we have towards our employees at all sites around the world. Gerald Walker, member of the board of directors of AUDI AG responsible for production and logistics.
Germany is looking for solutions to keep the plant alive, but for now, none are really feasible. All options considered, including early termination of Audi Q8 e-tron. The successor to the original e-tron never generated much interest. This is an expensive product that has obvious electrical shortcomings. Barely a handful of units have been sold since the start of the year and its commercial life is intrinsically linked to that of the Belgian factory. The factory has more than 70 years of history. On April 7, 1949, the first car rolled off the assembly line. At first it only produced Volkswagen models, until Audi took over the factory in 2007.
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Iconic and popular models such as the Audi A1, Audi A3 and, intermittently, Volkswagen models such as the Golf and Polo have been produced here. In 2017, work to restructure the lines began with the aim of exclusively producing electric vehicles, and a year later, the first e-tron assembled in Belgium completes the process. In 2021, the 100,000th production of the e-tron is celebrated, while in November of the same year, workers celebrate the production of the 8 millionth unit since work began in the late 1940s. All this history and all this baggage are threatened today. Remember that Audi has decided to transfer part of its electrical production to China. This same production which will now be affected by the application of new customs tariffs on the importation of models from the East.