27 Apr 06
What do you get when you cross an SUV with an estate car? If you're Audi, the answer is an A6 allroad quattro. On sale from June and priced from £33,530, the new Allroad will nestle between the A6 Avant and the Q7 in Audi's fast-expanding range.
The original Allroad was launched in 2000, helping - together with the rival Volvo XC70 - to define a new genre of 'crossover' estates. More than 90,000 were sold across the world to customers who wanted chunky aesthetics and all-terrain versatility, but didn't fancy the image and proportions of a full-size SUV. Audi's marketing gurus reckon the new Allroad will appeal to a similar clientele, making it an ideal complement to the extrovert Q7.
The Allroad's aesthetic makeover follows the theme established by its predecessor, the A6 Avant bodyshell being accessorised with the introduction of an off-road body kit, as plastic wheelarch extensions, aluminium roof rail and door sill extensions, larger door mirrors and revised bumper mouldings join forces with stainless steel skid plates, front and rear. Audi's trademark trapezoidal grille has also been given a once-over, with the introduction of vertical, chrome-effect strips.
These revisions are wholly successful, helping the Allroad achieve a distinct identity without appearing gauche or ostentatious. Buyers put off by the bold exhibitionism of the new Q7 could well be seduced by the Allroad's more understated charm.
Audi UK's marketing research supports this view, suggesting that while SUV owners want to demonstrate their extrovert aspirations, Allroad customers are likely to be self-made and less anxious to display their wealth.
