The future of Audi’s flagship electric SUV, the Q8 e-tron, looks increasingly grim as Volkswagen confirms the collapse of talks to sell the Brussels factory where it’s produced.
Hopes for the survival of Audi’s Q8 e-tron were dashed when a potential buyer for the 596,570-square-meter Brussels plant backed out of negotiations. The facility, which has churned out over 8 million vehicles since 1949 and employs more than 3,000 workers, is now slated for closure in February 2025.
Volkswagen, Audi’s parent company, revealed that discussions with as many as 26 potential buyers—including Chinese electric carmaker Nio—had been ongoing.
However, a spokesperson recently confirmed, “There is no potential investor for the site, so the active search for an investor is over.”
According to Automotive News Europe, with the focus now shifting to managing staff layoffs, the plant’s closure signals the likely end of Q8 e-tron production.
The Q8 e-tron’s Struggles
The Audi Q8 e-tron has faced mounting challenges, with demand in its segment sharply declining. In July 2024, Audi acknowledged the slump, stating the Q8 e-tron was experiencing an “intensified drop in demand” and hinting at an early end to production.
If no alternative for the Brussels factory is found, Audi warned the plant’s closure would also mean the cessation of the Q8 e-tron line.
The electric SUV, originally introduced as the Audi ‘e-tron’ in 2020 and rebranded as the Q8 e-tron in 2022, was aimed at competing with rivals like the BMW iX, Mercedes-Benz EQE, and Tesla Model X. However, sales have lagged significantly.
In Australia, Audi sold just 154 Q8 e-trons in the first nine months of 2024—accounting for less than one-third of total Audi Q8 sales (535), which include petrol and plug-in hybrid versions.
Broader Cuts Across Volkswagen Group
The Q8 e-tron’s demise is part of a broader restructuring within the Volkswagen Group. Falling sales have prompted the company to announce the closure of three European factories, including one in Germany, with up to 10,000 jobs at risk.
For Audi’s once-promising Q8 e-tron, the writing is now on the wall.
Without a buyer for the Brussels plant and with demand continuing to plummet, the flagship electric SUV’s days appear numbered.
