Audi Australia has decided not to introduce the all-electric A6 e-tron and S6 e-tron models, citing a “strategic realignment” and subdued local demand for large luxury electric sedans. The decision marks a shift in the brand’s regional electrification strategy as it seeks to prioritise models that align more closely with current market conditions.
An Audi Australia spokesperson told CarExpert that after a careful review, the company chose not to proceed with the launch of the A6 e-tron or S6 e-tron “at this time.” The spokesperson explained that the move reflects market realities, with the upper-large luxury EV segment remaining small despite broader growth in electric vehicle adoption.
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Price sensitivity and a concentration of sales around government incentive thresholds were also cited as key factors influencing the decision.
While the electric sedan range is on hold, Audi will continue monitoring the market and may revisit the launch in the future. Managing Director Jeff Mannering said that other electric models built on the Premium Platform Electric (PPE), such as the Q6 e-tron, remain part of Audi’s Australian strategy.
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The decision comes as Australia continues to expand its EV infrastructure. States such as New South Wales and Western Australia have announced major investments in public charging networks and electric transport initiatives, supported by the Australian Renewable Energy Agency (ARENA).
However, shifting state-level policies — including subsidy cuts in New South Wales and the short-lived EV tax in Victoria — have contributed to a patchwork market environment that automakers continue to navigate.