Martin tells us that the rest of the Audi range is being used as an indicator of the fleet/retail mix.
She says: “Typically Q4 and Q8 E-Tron year-to-date do about a 70-80% fleet mix. Obviously, we’ve not had any registrations outside of the first Audi Centre demonstrators, but we expect the Q6 E-Tron to follow suit.”
Sport, S Line and Edition 1 are the key specs, according to Martin. Then there are the powertrains, starting with the Performance rear-wheel drive single motor, then the Quattro four-wheel drive, and the S on top.
She says: “In terms of where we see the mix, as with any new Audi launched, Edition 1 typically sees a higher mix in the first stage – because that’s where a lot of the new technology comes through. As we progress through the lifecycle, that will plateau, and we expect S Line from a trim perspective to be the most popular.
“From a powertrain perspective, again it is probably slightly skewed now, as Quattro models have the ‘Sound & Vision Pack’ included until the end of June next year. So, that’s £3,195 of value added to Q6 E-Tron Quattro – at no extra cost. That’s steering a lot of the mix into the Quattro powertrain to begin with, because why would want to miss out on all that great tech?
“Performance is at a lower price point – it starts at £63,000, rather than the £68,000 mark, and it has got the higher range, at 392 miles. But for now, Quattro is the most popular, as it was introduced first, and the Performance was added at a later stage. We will see that mix transition to Performance as the car progresses.
“At the moment, we’re estimating an even split between the drivetrains, because there are different customer bases. Fleet is proving to be quite popular with the lower priced ‘Performance’ powertrain, but retail typically sees the richer mix, with the Quattro.”
We go on to talk about future RV values for options such as the Sound & Vision Pack, as the Q6 E-Tron feels very tech-heavy in a good way.
Martin says: “Yes, Sound & Vision Pack is coded to generate some residual value. So, it’s priced at the £3,000 mark – you’re looking at at least £500 of residual value benefit. So, the actual net cost to the customer is much less. In terms of the model itself, without the Sound & Vision Pack, the Q6 E-Tron still has a very strong residual value, versus where the RVs are across the market.
“Not everyone will want this tech, there will be a balance. Some fleet customers will be price led; they will be steered by the monthly figure. However, I wouldn’t personally want to buy the car without it, because I’m so excited by the Q6’s new tech features.”
This car shares its basic platform with the all-new Porsche Macan EV. We ask if Martin thinks that the fact the Q6 E-Tron has a very full standard specification will put fleet buyers in a better position when compared to the Porsche?
She says: “From an Audi perspective, we pride ourselves on packaging up specifications for great customer value – hence the three-trim line-up and structure. For us the level of standard spec, is all pulled into that residual value. Every Q6 E-Tron sold in the UK, will see the benefit of the enhanced standard spec.
“The Porsche Macan is a great model, with the same PPE Platform, but their level of standard spec as always, when you compare an Audi with a Porsche, isn’t as high as ours. I feel we’re in a strong position, and every customer will benefit from the standard equipment when it comes to residual value. It has a strong base and gets stronger as you walk up the range.”
The Q6 E-Tron is moving into a sector where there are very few rivals. Audi has previously been great at conquesting from other premium rivals, and we ask Martin if this new model is another great opportunity?
She says: “As always, we welcome customers – regardless of whether they are conquest or loyalty. Yes, we’ve got a great conquest opportunity with Q6, because it’s a new space. We currently operate in the smaller, compact segment with Q4 E-Tron, we/operate in the upper, and larger segment with the Q8 E-Tron.
“In the mid-size, higher volume position in the centre, we didn’t previously have an offering. So, naturally we will see some conquest coming in for customers that were in that space, but there was previously no Audi offering there.
“From a loyalty or renewals point of view, we do expect some movement within the Audi portfolio. With the Q5 and Q6, both are mid-size SUVs, and a customer might be in a plug-in hybrid with the Q5, and they might now be ready to make the move to a full-electric. That’s where we might see some moves between models.
“Ultimately, from a fleet point of view, the tax benefits of an electric vehicle make looking at an EV an absolute no brainer.
“The market is in a state of transition now. Customer mindsets are quite polarised across the industry, some are still not ready to make that full jump, and that’s where the plug-in hybrid is the perfect compromise. The future is certainly electric, that’s the direction we’re taking the brand in, so Q6 is a great opportunity for that growth.”
We tell Martin that the Q6 feels like a shift change, and ask how Audi is going to generate fleet interest in this car?
She says: “Audi are already starting from a strong base with the Q6 E-Tron. We’re known for reliability, we’re known for quality, accurate and reliable tech. As we move forward with Q6, it’s on the new PPE platform, it has got new design cues, a new interior design philosophy, it’s got the new end to end electronic architecture, high-performance computers, and all of that comes together as ground-braking tech, in a ground-braking model – but it’s still an evolution of everything that Audi’s already done.
“We’re already performing well in the fleet environment based on the existing portfolio, customers trust us and want to have Audi on their fleet lists. This is the next generation to follow and get that great new experience.
“We have a good portfolio of leet demonstrators, the fleet team are working hard on getting the Q6 E-Tron out with customers. Q6 is the start, it doesn’t end for us there – there’s much more to come.”
