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The start point for the best source of fleet information |
Audi UK has reduced its daily rental volumes by 18% and increased its true fleet business to a 60% share as a result of its new Ultra low-emissions models.
The firm has seen a 15% uplift in true fleet as a result of the Ultra brand, introduced at the start of this year.
Andre Konsbruck, Audi UK director, said: "We're number one in fleet when you exclude rental. Everything we do in fleet is focused around residual value management.
"Ultra has had a big impact on Audi's fleet business and I think it's because of the approach we take to how cars qualify to get the badge."
Ultra is only applied to Audi's lowest CO2 models, but the company will only launch them if the badge can be offered across all trim levels. It's a "no compromise" approach, according to Konsbruck.
The Ultra badge is currently limited to the A4, A5 and A6. Konsbruck said: "We were considering an 85g/km CO2 A3 Ultra but we didn't take it because there was an issue with it being fitted with steel wheels in order to get a lower CO2 rating. We said no because we know our customers won't accept compromise."
He said the name Ultra had been a good choice as it doesn't carry with it any negative connotations related to being the most efficient model.
Konsbruck is also interested in expanding Audi's plug-in electric vehicle portfolio to new models beyond the A3 E-tron.
He said: "Plug-in hybrids are the way forward. We've seen huge interest in the A3 E-tron with 5000 expressions of interest, and the Government grant means we can offer it at a price point below £30,000.
"We're looking at the technology for a Q7 E-tron and I'd like to see that before the end of next year. We need to fulfil our CO2 targets by 2020 and with the help of E-tron we won't have a problem doing that."
Konsbruck is happy with the level of Government support for plug-in cars and he thinks it's unlikely the £5000 per car will be withdrawn, even if there's a new government after the May election.
While there are plans for more E-tron models, Audi has confirmed it discontinued the A6 hybrid due to lack of demand. Worldwide, the German car maker sold around 4000 A6 hybrids while in the UK just 53 were sold between 2010 and 2014.
An Audi spokesperson told BusinessCar that the model was axed "because the hybrid technology wasn't as good in 2010 as it is now."
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