Audi A6 and A4 Allroad station wagons being considered for India

Indian car buyers have traditionally been indifferent to station wagons (also called as estates). However, Audi India has taken a bold move by launching the RS6 Avant performance estate.

Audi A6 Allroad station wagon

Audi A6 Allroad

While selling a niche product doesn’t seem to pose a serious challenge, attempting to sell station wagon variants of volume oriented models like the Audi A4 and A6 is certainly not going to be a walk in the park. Audi feels that Indian customers are now ready to embrace the practicality of station wagons. The younger audience, with their exposure to international markets, are ready to try something new (as suggested by the brand’s recent survey).

So, the company has taken a top-down approach with RS6 Avant. The next product in similar lines could be Audi A6 Allroad which can be termed as an A6 Avant with rough road package (rugged bumpers, plastic lower body cladding, roof rails, etc.). If things go well as planned, Audi A4 Allroad could also be here.

Audi A4 Allroad

Audi A4 Allroad

Looking back at the history, station wagons across different segments have failed to take off in India. The estate models which unsuccessfully tried cracking Indian market include Tata Estate, Indigo Marina, Maruti Altura (Baleno-based), Opel Swing, Fiat Siena Weekend, Skoda Octavia Combi and Mercedes R Class.

Attempting to sell upmarket station wagons in India is no doubt an Himalayan task but if Audi India manages to demonstrate the change in trend, it will run away with first mover’s advantage.

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