Rupert Stadler, chief executive of Audi, has warned that it may need to increase its vehicle prices above inflation in response to soaring material and technological costs.
Stadler told the Financial Times Audi “would be prepared” to raise its prices next year if current cost trends continued, and depending on what its competitors did.
Stadler said: “If prices remain on this high level, the pressure is increasing for everybody.
“The real burden is not to be seen in 2008. The big question is what is coming in 2009.”
Stadler said it would be “premature” to talk about the scale of price rises that Audi and other carmakers might need to make.
As part of adjusting to rising costs in materials and pressures on consumers, Stadler revealed Audi is now considering launching a plug-in version of its planned A1 supermini, A4, A5 coupe and Q5 small SUV.