Monday 13th January 2014

Audi Allroad Shooting Brake is ... 'concrete'

Detroit concept will need a big boot to lug all those marketing buzzwords

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"A concrete look into the near future" says Audi's Professor Doctor Ulrich Hackenberg of the brand's Allroad Shooting Brake Detroit concept. Don't worry, it's actually made of aluminium and carbon fibre.

Believe the hype and this is the next TT

Little surprise there, given the Allroad Shooting Brake Concept isn't shy at ticking every on-trend box on the concept car checklist or, indeed, triggering a potent game of marketing buzz catchphrase bingo. Let's play! In the opening lines of the press release announcing the car we've got 'crossover', 'ideal for recreational sports', 'hybrid drive', 'sporty, compact and versatile', 'highly functional', 'sex appeal' and 'cutting-edge electronic applications'. With the seats down there's apparently space for 'rather large sporting equipment'.

So it's a roomy car with token off-road ability that's good for recreational sports with sex appeal. Wasn't there a Channel 4 programme about that last year featuring people wearing masks?

Moving on, the Allroad Shooting Brake Concept is another step along the way of Audi's assertion of a more decisive design language for its sportier models, as discussed last September with British design boss Steve Lewis with reference to the Sport Quattro Concept shown at Frankfurt.

A claim more credible having seen interior

Some, Autocar included, have linked elements of the Shooting Brake with the next generation TT, due soon and previewed with an inside-out glimpse of its interior design just last week. Certainly it'd seem like the Allroad Shooting Brake features many similar flourishes, including jet-inspired ventilation with the heating controls in the centre of the circular outlets that emerge to meet your hand as you reach for them. Other neat touches include a centre console that moves as you adjust the seat, ensuring that noted motoring hack cliche of everything 'falling easily to hand' is satisfied wherever you position the seat.

The Quattro part of the name should also mean plenty of 'cornering on rails', while no stump need remain unpulled with a hearty 479lb ft of torque (and 408hp) from the plug-in hybrid drive system based around a 292hp 2.0-litre petrol engine and electric motor integrated into the six-speed 'e-S Tronic' dual-clutch gearbox. A second and mechanically independent electric motor drives the rear wheels and can work in isolation or in conjunction with the hybrid powerplant up front for all-wheel drive operation when required. A mid-mounted lithium-ion battery provides for around 30 miles of electric-only operation using the rear-axle motor at speeds up to 80mph. When required the petrol engine can act as a range-extender generator or, in Sport mode, to provide motive power together with the electric motors.

Just the opportunity for the marketing guys to weigh in with yet more pearls of wisdom, suggesting the Allroad Shooting Brake is 'ideal for young, sporty and active people' who might want to drive the car from central LA to the mountains for snowboarding in the morning before returning home via Venice Beach for some kite surfing. Because that's the kind of 'lifestyle' we all lead, right?

[Sources: Autocar]

 

 

 

[y2blade]

Nice.

[hornetrider]

I didn't realise there were any niches left. Kudos Audi.

[Andy665]

Wow, an Audi that actually appeals.

About time manufacturers cut out all of the Marketing BS - people aren't stupid, build a car that delivers and people will buy it - do these Marketing people actually believe that customers read their garbage and allow it to influence their decisions

Edited by Andy665 on Monday 13th January 10:09

[Captainawesome]

Dear Mr Audi.

There is about one person in the world living that 'lifestyle'. The rest of these ridiculous super niche cars will go to middle management blokes who want people to think that they live that sort of lifestyle whilst nipping to Tesco's listening to the Lighthouse Family and rich housewives, as per the A3.

Please stop making these joke cars. Your range should be hatchback, saloon, estate, 4x4 (a proper one, not an 'all road'), coupe and convertible.

That is all.

Captainawesome

[Riyazc]

Isnt that just an A3 then?

[y2blade]

Riyazc said:

Isnt that just an A3 then?

Are you not familiar with the other ALLROAD models?

[smilo996]

2 door Range Rover. Seen it all now.

[james S]

I can only guess how long they would keep laughing, if I turned up at our local shoot in this 'shooting brake'

Not a bid little car, but not sure its a shooting brake

[stevesingo]

Does "concrete" describe the dampers on the S Line version I wonder?

[Axionknight]

smilo996 said:

2 door Range Rover. Seen it all now.

That's called an Evoque.

[kambites]

I'm sure it'll sell.

[Clivey]

smilo996 said:

2 door Range Rover. Seen it all now.

Now you have.

[TWPC]

Poor show, Audi. Out-niched by Volvo who got there some days ago:



http://www.autoexpress.co.uk/volvo/xc90/85132/volv...

If we can't rely on them for carving out niches, what hope is there?

[Speed_Demon]

Back is very last gen megane...

[TWPC]

Entertaining article, Dan, thank you.
Nothing like some marketing bks-exposure to brighten a Monday morning.

[Matt UK]

stevesingo said:

Does "concrete" describe the dampers on the S Line version I wonder?

My thoughts exactly when I saw the title

[A Scotsman]

Need four doors. I'd never get the mother in law into the back of that!

[craig_m67]

Giorgetto Giugiaro called and he wants his design back

Alfa Romeo Brera

[AW111]

What is it with the modern trend for tiny side widows and a letter slot in the tailgate?
Must be claustrophobic inside!

And yes, I know it's not just Audi <cough>rr evoque</cough>

[Fishtigua]

Why can't they just do a good sporting 2dr estate. The Lancia HPE, Scimitar or XJS Lynx style car would fit the market with AWD, but not build on stilts with plastic bumpers all the way round.