Audi officially launched the new model of its brand-defining midsize sedan, the New Audi A6, in the domestic market on the 20th. Gernot Döllner, Audi chief executive officer (CEO), who visited Korea for the first time, signaled the company's commitment to invest in Korea by starting with the new A6 and gradually expanding the lineup. Attention is on whether Audi, which has slowed in the domestic imported car market, can stage a comeback through the new A6 and a broader lineup.
On this day at the Korea launch event for the new A6 held at Banyan Tree in Jung-gu, Seoul, CEO Döllner said, "Audi is investing in Korea, has returned to the right track, and has regained customer trust," adding, "Korea is a strategic market and a benchmark market that leads global standards beyond sales volume." He continued, "Building on the A6, we will expand the portfolio to the Q3 as well as the Q7 and Q9," and added, "We plan to move up the Korea launch schedule."
Marco Schubert, head of sales and marketing at Audi, said, "Korea is one of the markets where both luxury sedans and SUVs are strong," adding, "In particular, midsize sedans account for 64%." He added, "Korean customers have very high expectations for product completeness and willingly invest in premium products and their value," and "the new A6 will set a new standard and further strengthen Audi's position."
The midsize sedan segment that includes the A6 is a battleground dominated by a duopoly of Mercedes-Benz E-Class and BMW 5 Series. Audi, which has positioned the A6 as a core strategic model, plans to narrow the gap with rival brands. Steve Kloeti, president of Audi Korea, said, "The A6 will set a new standard through a balance of design, digital experience, and driving performance."
The A6 has sold a cumulative 3.2 million units worldwide and more than 120,000 units in Korea. The fully redesigned model launched on this day comes seven years after 2019. The A6 is available in six trims. The top trim, the New Audi A6 55 TFSI quattro, delivers a maximum output of 367 horsepower. The diesel model, the New Audi A6 40 TDI quattro, produces up to 204 horsepower, and its driving performance has been improved with mild-hybrid plus technology.
The A6 body features design that smooths airflow. Its drag coefficient is 0.23, the lowest among Audi internal combustion engine models. Lower drag improves fuel efficiency and enhances quietness at high speeds. Inside, front and rear heated seats, front ventilated seats, and rear folding seats are included, along with an 11.9-inch curved Virtual Cockpit and a 14.5-inch MMI touch display. Convenience features have been strengthened with headlight washers and flush door handles across all trims.
Prices start at 65.19 million won for the 40 TFSI Comfort, 67.64 million won for the 40 TFSI Advanced, 72.06 million won for the 40 TFSI S line, 85.41 million won for the 45 TFSI quattro S line, 97.18 million won for the 55 TFSI quattro S line, and 81.78 million won for the 40 TDI quattro S line. Prices include value-added tax and the special consumption tax.