1998 Audi A6 on 2040-cars

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VW could fight Uber Black with Porsche and Audi vehicles

Last week, the Volkswagen group dumped $300 million into Gett, a taxi hailing-cum-ride sharing app that's big outside of the US. Now, the company has revealed that it's pondering a rival to Uber Black by offering private drivers access to its higher-end vehicles. Details are scarce since it's a single line reference in a very long press release, but VW says that it's looking at a "special chauffeur service" that features "premium brands, such as Audi and Porsche." What that looks like in reality is anyone's guess, although the idea of getting ferried around in an Audi RS 7 does have some appeal. The deal with Gett will concentrate on getting Volkswagen cars into the hands of Gett's drivers with the promise of juicy discounts. For instance, the firm will offer a special package that'll bundle car insurance and servicing with the purchase price, which can be paid by a would-be operator in installments. It's a similar deal to the one that Uber offers would-be drivers, letting them buy cars from manufacturers like Volkswagen, Ford and Toyota at a discount. Uber, however, also lets prospective cabbies rent their vehicle on a monthly basis, thanks to a deal with Enterprise. Both of which will likely become more muscular now that Uber has a further $3.5 billion in its back pocket. The troubling fact for the auto industry is that people will still need cars, but it's likely that they won't need as many as they do right now. On-demand services and self-driving vehicles are, after all, intended to shuttle around cities like an ersatz taxi-cum-metro system rather than sitting in parking lots. The concepts of ownership that we currently hold dear (and the profits that car companies get from them) are likely to fade away in the next, say, fifty years time. As such, conglomerates like VW will have to reinvent themselves as both manufacturer and transport company in one. But these changes are never easy, especially when the biggest car firms have tons of baggage that slows down their progress. Many are still devoting time and resources to producing thousands of new cars with combustion engines that will be on the roads for years to come. Looming in the shadow, however, is the emissions scandal, with the financial and reputational penalties likely to be felt for years to come. Younger, more nimble rivals without legacy businesses, like Tesla, are working on mass-producing electric cars for mass-market prices.

Audi design getting big overhaul?

Car and Driver has an update on the design shuffle in Ingolstadt that will ultimately bring more differentiation to Audi products. Last November, Audi design chief Wolfgang Egger spoke of the need to do "something new without breaking from tradition" in Audi design, but talk at the time centered on how the Crosslane Coupe Concept would influence the new looks of the brand's Q cars. The most recent moves appear focused on passenger cars, with designers from Volkswagen Group kin like Bentley and Seat moving to Audi, and outsiders from Alfa Romeo moving in.
While Egger decreed the end of "scalable design" to CD, last November's report said there would be more technology and "greater visual cohesion" between interior and exterior design. We still have no idea what all this means nor when we'll see visible changes in production, but at least we know there's something being done behind the scenes.

2015 Audi S3 Sedan

For the last few years, Audi has been publicly toying with building a successor to its Ur-Quattro, a model still glowing in a gritty patina of motorsports glory decades after it left the scene. If anything, the rally car's halo has burned brighter as Audi has matured into a world luxury superpower. Since 2010, the German automaker has shown two different concept cars that attempted to re-bottle the legend's lightning, and it's still trying to figure out whether to market a production model. Despite that conundrum (and not to take anything away from the seminal Ur-Quattro), it's easy to argue that there are two other cars much more important to Audi's rise from its '80s ashes: the original TT and the B5-generation A4 and its high-performance variants.
The TT thrust Audi into the vanguard of automotive styling while firmly establishing the Volkswagen Group as masters of platform development (the same basic architecture and powertrain guts were employed in a dizzying array of models, from the Golf, Jetta and New Beetle to a number of Škoda products). This unprecedented, flexible building-block approach to new model development has since become the standard of the industry.
In the case of its B5 cars, the A4, S4 and RS4 put Audi back on the radar of rival German automakers, and more importantly, they grew the Four Rings' sales by leaps and bounds while reminding the world that all-wheel drive needn't only benefit hardcore performance cars and utility vehicles. Fast-forward to today, and the A4 has established itself as the bedrock of Audi's lineup, but it's also grown over its four generations to become substantially larger, heavier and costlier than the model that debuted back in 1996 America. That's created a vacuum at the bottom of the range that the company has inadequately addressed - until now.