The iconic Audi A6 faces an uncertain future in Australia, with the German luxury brand carefully evaluating whether the nameplate will continue in the local market. After 30 years of presence Down Under, the A6 finds itself caught between declining sedan sales and the country’s growing appetite for SUVs.
Current Market Reality
The numbers tell a sobering story. According to VFACTS, Audi has sold 101 A6s in Australia in the first six months of 2025, down from 110 in the same period of 2024. To put this in perspective, Audi moved significantly more SUVs in the same timeframe: 1,659 Q5s, 787 Q7s, and 218 Q8s.
This decline isn’t unique to Audi. The entire luxury sedan segment is struggling against the SUV tide. Even Mercedes-Benz E-Class (297 units) and BMW 5 Series (173 units) are experiencing similar challenges, though they’re performing better than the A6.
Why the A6 Struggles
Matthew Dale, Audi Australia’s National Product Manager, acknowledges the market shift. “The large passenger vehicle market has declined over time in the Australian market”, he explains, noting that luxury SUV growth represents the complete opposite trend.
Australian buyers have clearly voted with their wallets, choosing the commanding driving position and perceived practicality of SUVs over traditional sedans. This preference has made it increasingly difficult for Audi to justify bringing luxury sedans to our shores.
The Evaluation Process
Currently, both traditional internal combustion engine (ICE) and electric A6 e-tron variants are under review for Australian availability. Dale reveals that Audi evaluates each product separately: “So we look at say A6 ICE. We’ll look at body styles and powertrains and then separately we have a look at A6 e-tron in terms of body styles, powertrains as well”.
This thorough evaluation considers several critical factors:
- Market demand and buyer interest
- Business case viability
- Competition from luxury SUVs
- Infrastructure readiness (for electric variants)
No Guarantees Yet
When pressed about the likelihood of the A6’s return, Dale remained diplomatically vague, stating he couldn’t provide certainty because they’re still in the early evaluation stages.
Global A6 Developments
The New A6 e-tron
The electric A6 e-tron represents Audi’s most aerodynamic production car ever, wearing a slippery silhouette, the new electric Audi car has a drag coefficient of just 0.21. Built on Audi’s Premium Platform Electric (PPE) architecture, it promises impressive specifications:
| Specification | Details |
|---|---|
| Platform | Premium Platform Electric (PPE) |
| Body Styles | Sportback and Avant (wagon) |
| Maximum Range | Up to 750km (WLTP) |
| Charging | 800V architecture, rapid DC charging |
| Performance | Up to 405kW in S6 variant |
The A6 e-tron will be available globally in Performance (rear-wheel drive) and S variants, with the Performance model offering the longest driving range.
Traditional ICE Future
The current petrol and diesel A6 lineup received updates for 2025, but these may represent the final chapter for internal combustion versions. There won’t be gasoline versions of the A6 for long, but the midsize luxury sedan continues into 2025 with minor updates before its nameplate goes all-electric.
Australian Perspective
Historical Significance
The A6 has been part of the Aussie Audi line-up since 1994 and formed the backbone of the VW luxury brand’s range with the A4. For three decades, it’s served as Audi’s answer to the BMW 5 Series and Mercedes-Benz E-Class, though it never quite matched their sales success.
The SUV Alternative
For Australian buyers seeking Audi luxury, the brand offers compelling SUV alternatives. The Q5 remains extremely popular, while the larger Q7 and sporty Q8 provide options for different needs. These models better suit Australian driving conditions and buyer preferences.
What This Means for Buyers
If you’re considering an Audi A6, here’s what you should know:
Current A6 Owners: Your vehicle will likely become more exclusive if the nameplate doesn’t return. However, Audi will continue supporting existing models with parts and service.
Potential Buyers: If you want a new A6, now might be your last chance. The current model offers refined luxury and proven reliability.
EV Enthusiasts: Keep watching for A6 e-tron news. If it comes to Australia, it could be a game-changer for electric luxury sedans.
The Broader Implications
The A6’s uncertain future reflects broader automotive trends. Australian consumers increasingly prioritize:
- Higher driving positions
- Perceived safety benefits of larger vehicles
- Cargo versatility
- All-weather capability
These preferences favor SUVs over traditional sedans, regardless of brand or luxury level.
While the A6’s future remains uncertain, Audi isn’t abandoning passenger cars entirely. The A5 range will expand with new plug-in hybrid options, and the electric A6 e-tron could still find its way to Australia if market conditions improve.
The decision ultimately comes down to numbers. Can Audi justify the costs of homologation, marketing, and dealer training for a vehicle that might sell fewer than 200 units annually? The answer will determine whether this automotive icon continues its Australian journey.
For now, we wait. The evaluation continues, and Audi Australia will make their decision based on cold, hard market realities rather than emotional attachment to a storied nameplate.
Frequently Asked Questions
Q: Will the Audi A6 definitely be discontinued in Australia?
A: No final decision has been made. Both ICE and electric versions are currently under evaluation by Audi Australia.
Q: How long has the A6 been available in Australia?
A: The A6 has been part of Audi’s Australian lineup since 1994, making it a 30-year veteran.
Q: What are the main reasons for declining A6 sales?
A: The primary factor is Australian buyers’ strong preference for SUVs over traditional sedans, even in the luxury segment.
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