Audi has taken a U-turn on its new model naming strategy introduced in 2023, which differentiated its combustion engine line-up from the electric ones. This decision has been a result of customer feedback that the new system was confusing buyers.

1. Most ICE and EV Audi models will now share model numbers
2. EVs got odd while ICE models got even numbers under the now-scrapped  system

Audi’s U-turn on vehicle naming strategy

Audi's new naming system seems to have confused a large number of buyers. Gauging customer feedback, the brand decided to revert to its previous naming strategy.

In 2023, Audi announced that it was moving all its ICE-powered models to odd model numbers so that EVs, which the brand expected to be replacing “ICE models”, would occupy the even numbers. The key reason for this “change” was to have a clear distinction between the ICE and EV line-ups, making it “easier” for buyers to differentiate between the two fuel types.

While this idea seemed to simplify the line-up in due course, the entire process required a lot of renaming and re-learning for buyers, which did not go well, thus pushing the brand to go back to its earlier naming strategy.

In an official statement released by Audi, the brand’s sales and marketing boss, Marco Schubert, said, “This decision is the result of intensive discussions and also follows the wishes of our customers, as well as feedback from our international dealers.” “Our nomenclature now provides all customers worldwide with an intuitive orientation in our portfolio. We choose the names of our models in a way that reveals size and positioning at first glance.”

Some Audi models to stay in “transition phase” for now

There are some exceptions to the rule though. The upcoming Audi A4 will continue to follow the now-ditched 2023 naming strategy and will be an all-electric model at its debut. This will be present alongside the already revealed ICE-powered A5 sedan.

According to our sister brand, Autocar UK, Audi justified that the new all-electric A4 will be “slightly smaller” than the A5, which follows the idea of a “bigger number for a bigger car.” Apart from the A5 and the upcoming A4 e-tron, the all-electric Q4 e-tron and Q6 e-tron SUVs will also stick to the 2023 naming strategy, which features even numbers for EVs. Meanwhile, the new ICE-powered Q5 SUV will retain its odd-number naming.