Space Oddity

Audi’s A2 confounded the buying public and lost its maker billions, but it was a stellar achievement nonetheless. 

(c) bilmodel

Carmakers are for the most part, pathologically averse to matters of risk – and for good reason. The costs of failure can be ruinous. For instance, a cogent argument could be made that Fiat Auto never recovered from the commercial failure of their 2003 Stilo programme, precipitating a decline from which they have never recovered.

Not so Audi, nestled safely within the VW Group mothership, and for decades now, a significant profit centre within the vast German multi-brand automotive titan. Nevertheless, the luxury carmaker is no stranger to the bitter tang of failure, or its financial cost.

Twenty years ago Audi announced the A2, a revolutionary and futuristically styled monopod aimed at elevating the Ingolstadt carmaker’s perception as technological pioneers. Six years later, it was summarily axed, following losses which amounted to around €1.3 bn*, having failed to Continue reading “Space Oddity”