Originally Posted by
tailpipe
There is no way, limited edition or not, that the Quattro Sport Concept will sell for €200,000.
I can see it being sold for €100,000 (which would be disappointing) but not for €200,000. It has neither the badge nor the hardware to support such a price-point. In fact, I think Audi could sell it for €50,000 or €60,000 and still make a profit. Here's the math: I think Audi could easily shift 5,000 SQs annually. Assume a production run lasting 6 years and that makes a total production run of 30,000. The car requires an investment of €450 million to bring it into production. Therefore, each car will cost around €17,000 to make.
Add selling, marketing and distribution costs of €3,000 per car and still you don't need to sell it for much more than €50,000 to make a handsome profit. If Audi sold 30,000 for €50,000 it would achieve €1.5 billion in revenues. That is a very attractive business as far as i am concerned.
We know there is a lot of interest among enthusiasts for the Sports Quattro. Potential buyers are the same people who bought the TT and we know what a success that has been - this too was anticipated to be niche car when it first appeared, which is why it was based on the Golf / A3 platform.
Audi knows that the more you charge, the fewer you sell. At €200,000 it may only sell 500 cars (€100 million in sales). At €50,000 it could sell 30,000 (€1.5 billion in sales. My figures may be completely wrong, but my arguments stack-up. So relax, guys. This car will sell for less than €100,000.