Outsider view: A niche too far?

Audi's record of success is enough to make a competitor weep, yet they are still busily working away to close up any perceived gaps in the market. Modern building block systems enable designers to create variations on a theme at defensible prices. At least, for people who can afford them. But whether these are pleasing is a different matter. Especially for people who own an A5 Coupe and now have to watch a pale 5-door imitation with the same face cruising through their neighbourhood and undermining the carefully cultivated Coupe image. We'll see whether this move pays off for Audi. If so, perhaps we can look forward to the launch of the pickup version?

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