This episode drew attention not only due to the fact of returning to the previous naming logic, but also because it became part of larger changes occurring with the brand in recent years. The material examines the reasons for this step and its significance for the company's strategy.
The Role of Traditions in Brand Perception
For decades, Audi has built a reputation as a manufacturer of technically advanced vehicles with high-quality interiors and thoughtful ergonomics. The brand's models were associated with clear control logic, attention to detail, and orientation toward real owner needs. These qualities allowed the company to confidently maintain positions in the premium segment.
In recent years, this foundation has begun to erode. New generations of vehicles have noticeably differed in interior philosophy and interface approach, while the technological advantage, previously seen as obvious, has ceased to be unique amid overall market development.
Renaming as a Source of Confusion
The decision to change the model designation system became one of the most noticeable steps. According to the initial plan, the A4 and A6 indices were to be assigned to electric vehicles, while internal combustion engine versions would receive other names — A5 and A7. Formally, the logic was explained by the desire to build a new model lineup structure, but in practice, it led to disorientation among buyers and dealers.
The example of the former A4, which received the A5 name after a generation change, was particularly illustrative. While retaining the size, class, and purpose of the vehicle, this change caused confusion among customers accustomed to the model's long history.
Course Correction and Potential Reversal
Audi CEO Gernot Döllner, in one interview, admitted that abandoning the A4 name was a mistake and the company intends to correct it. As a basic principle, a simple scheme has been outlined again: index A for passenger models with low seating, Q for crossovers and SUVs, and the numerical designation reflecting the vehicle's size and segment.
A variant of reversing the current A5 back to A4 during the next model update is also allowed. This decision should restore continuity and reduce the level of market confusion.
Overall Significance for the Brand
The story with the A4 renaming demonstrates how sensitive the topic of traditions and recognizability remains for premium brands. Correcting the designations can eliminate only an external symptom, while the long-term effect will depend on how consistently Audi can restore clarity to its product strategy and preserve the key qualities that earned the brand customer trust.
