A senior Audi executive has admitted the brand’s interior quality isn’t what it once was, but says the carmaker will make improvements in the future.
Audi’s Head of Product and Technology Communication, Oscar da Silva Martins, made the frank admission to Motor1 at the launch of the new Q5, the latest generation of the brand’s most popular model.
“We have certainly been better in terms of quality in the past, but we will get there again,” Mr da Silva Martins said.
The executive reportedly added Audi had underestimated the quality demands of customers and the media, which are understood to be spurring on its revised approach.
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Motor1 reports word from vehicle development insiders that increasingly stringent emissions and safety regulations are resulting in carmakers having limited resources to put towards improving vehicle quality.
Last year, US analytics firm J.D. Power released the results of its 2024 Vehicle Dependability report, which looks at how many problems per 100 vehicles (PP100) were reported by owners after three years of ownership.
Audi ranked second-last with 275 PP100 reported. This was well above the average of 190 PP190, and a far cry from industry leader Lexus with 135 PP100.
For context, the core Volkswagen brand ranked only two spots above Audi, while Porsche was the only brand from the German family to be below the average PP100.
It’s worth noting J.D. Power’s study goes beyond interior quality, covering 184 specific problem areas across nine major vehicle categories: climate; driving assistance; driving experience; exterior; features/controls/displays; infotainment; interior; powertrain; and seats.
The rise of more affordable car brands from China – which pack their vehicles with technology at a lower price point than traditional European carmakers – poses a threat to Audi, being a likely reason why one of its executives is trying to reassure customers it’s working on improving quality.
Earlier this month, Audi’s UK boss, Jose Miguel Aparicio, told Auto Express the brand was looking at launching even more luxurious models in the near future, focusing even more on premium products.
It’s yet to be seen whether this will coincide with the projected increase in vehicle quality flagged by the brand.
