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Audi Bets on Premium Demand Withstanding Price Hit on Customers

  • Sales chief says demand is holding up, supply limits remain
  • Buyers waiting up to a year for new Audis after chip shortage
An employee conducts quality control checks on an Audi Q4 e-tron electric vehicle (EV). Audi hopes an expansion in its electric vehicle lineup will help maintain demand from more affluent buyers.

An employee conducts quality control checks on an Audi Q4 e-tron electric vehicle (EV). Audi hopes an expansion in its electric vehicle lineup will help maintain demand from more affluent buyers.

Photographer: Krisztian Bocsi/Bloomberg

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For most buyers waiting as long as a year to get their hands on a new Audi, the rising cost of living isn’t much of a reason to give up on their dream.