Audi Australia has surprised industry watchers by pulling the plug on its plans to launch the all-electric A6 e-tron and S6 e-tron in the country. Citing a “strategic realignment” to match local market demand, the company emphasized that while electric vehicle (EV) adoption is growing, there’s limited appetite for luxury electric sedans.
In a statement provided to CarExpert, Audi Australia highlighted the niche nature of this segment, noting strong price sensitivity from consumers within electrified vehicle categories. Jeff Mannering, managing director of Audi Australia, underscored this point, stating that the company remains focused on models “that truly resonate with Australian drivers today.” He emphasized their commitment to remaining flexible as market dynamics shift.
This decision marks a sharp reversal from just months ago. In July 2024, Audi had confidently announced the A6 e-tron and S6 e-tron’s planned arrival in Australia during the first half of 2025. As recently as March at the Australian Formula 1 Grand Prix, Audi Australia reaffirmed its commitment to launching this family of electric liftbacks and wagons within that year.
Audi’s shift appears to be partly influenced by the sluggish sales figures of rival models from BMW and Mercedes-Benz in the same segment. The BMW i5 has registered only 403 units in 2025, though still double its gasoline counterpart’s performance. The Mercedes-Benz EQE, meanwhile, has struggled with a mere 111 registrations year-to-date.
Despite this setback for the A6 e-tron and S6 e-tron, Audi Australia assures that the Q6 e-tron and Q6 Sportback e-tron SUVs – built on the same Premium Platform Electric (PPE) architecture – remain firmly on track for local buyers.
The PPE platform, co-developed with Porsche and used in models like the new Macan Electric, supports 800V charging, enabling a maximum DC fast-charging rate of 270kW and regenerative braking that can recoup up to 220kW of electricity.
While the electric A6 e-tron family is out, Audi Australia has hinted that its combustion-powered counterparts – including mild-hybrid and plug-in hybrid versions – are still under consideration for the Australian market. This raises the intriguing possibility that these traditional powertrains might eventually be offered alongside the Q6 e-tron models in a segment where electric options haven’t yet gained significant traction.
The future of the standard A6 sedan and Avant lines is further buoyed by anticipation surrounding more rugged “allroad” versions and high-performance RS6 variants, though concrete details on these are still under wraps.
