• Audi has revealed it wants to end production of the Q8 e-tron and Q8 Sportback e-tron early.
  • The move to cease production follows a drop in demand and sales cannibalization from new models.
  • Audi is aiming to restructure the Brussels plant as part of the shakeup, but it may eventually shutter.

The Audi e-tron, now Q8 e-tron, helped usher in the automaker’s electric era, but it appears the crossover is living on borrowed time as the company has confirmed they’re “considering the early end of production.” The company says the move is a result of a “global decline in customer orders in the electric luxury class segment.”

Audi went on to say the Q8 e-tron and Q8 Sportback e-tron are being impacted by an “intensified drop in demand,” which is partially the result of the introduction of newer EVs such as the Q6 e-tron. That particular model is cheaper, more modern, and offers a longer range than the Q8 e-tron.

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Given all of this, it’s not surprising to learn the Q8 e-tron lineup has seen a “sharp drop” in orders. If that wasn’t bad enough, Audi said there are “long-standing structural challenges at the Brussels site” where the electric crossovers are made. These are said to include high logistics costs and a plant layout that is difficult to change due to its location near the city center.

While both models are on the chopping block, killing them off is easier said than done. As the automaker explained, “The Board of Management of Audi Brussels has informed the Company Council of their intention to carry out a restructuring of the site. By stating this intention, the information and consultation process begins in accordance with Belgian law. In this process, the plant management discusses solutions for the site together with the responsible social partners. This may also include a cessation of operations if no alternative is found.”

Despite sounding like the company has decided to kill the Q8 e-trons and shutter the factory, Audi Brussels CEO Volker Germann stressed “The announcement … does not mean that a decision has been made.” However, he acknowledged, “This news has been felt very profoundly by the employees in Brussels and by me too.”