A story by Motor1 got the R8 rumor mill going this week with a story about a senior executive with not the most positive sounding comments when it comes to a future R8 Mk3. That’s causing a lot of further theorizing to go on amongst enthusiasts who want to see the car happen, so it’s worth putting it all into context.
First, What Was Said and Who Said It?
A Motor1 found themselves chatting with Volkswagen Group of America CEO Dr. Kjell Gruner and inquired about recent rumors that seemed to suggest a replacement for the Audi R8 was in the works and is likely based on the Lamborghini Temerario.
Gruner’s response was this: “[It’s a] product portfolio discussion—what’s viable in the market. A mid-engine, internal combustion engine vehicle, I don’t see that on the road map.”
SIDENOTE WHAT’S THAT RUMOR ABOUT A NEW R8 AGAIN?
Murmurs of an R8 successor aren’t anything new, but a recent report by AutoCar Magazine suggested that a successor to the R8 was being readied and that it would be paired on the same hardware set as the Lamborghini Temerario. If true, this would mean a V8 twin turbo with flat plane crank capable of 10,000 RPM paired with hybrid drivetrain made all-wheel drive through the use of electric motors at the front. Though it sounds expensive, it also sounds quite feasible. And, at the very least, you have to think that as owner of Lamborghini Audi has already done all the math and considerations when it comes to evaluating such a project. I’ve already dug into this HERE.
Does that Mean No New R8?
We’re dealing with rumors here, so everything has to be taken with consideration of the context, whether that’s from a senior executive or a journalist. Who said it, when did they say it and what does that mean?
The speaker in question is the CEO of Volkswagen Group of America. That makes him in-the-know when it comes to the U.S. business, but likely not involved in fine tuning the Audi business for North America. He’s got a macro view on one particular market, and it’s a market more worried about survival given the current trade war. While I would expect him to have an idea of what’s going on as it pertains to Audi’s model lineup in the USA, it wouldn’t be everyday intimate, nor would I expect him to be reading the British press or site’s like this with any sort of regularity so as to know what’s being said out there that we’d all be seizing upon.
Further, if a new R8 is in the works worldwide, it hasn’t been confirmed by Volkswagen Group or Audi. He has no motivation to confirm it or even allude to its existence, so stating “I don’t see it on the road map” is neither a yes nor a no. The same comment coming from a board member, let alone the CEO of Audi AG, would carry different weight. Gruner has plausible deniability a mile long, and revealing such news to a group of journalists coming out to the New York Auto Show is neither the time nor the place by my estimation.
Back to that Rumor Then
The story in question began with Greg Kable, a very well connected journalist who contributes to Autocar. In it he implies information from his own sources speaking off the record, but suggesting that the project has the backing of Audi AG CEO Gernot Döllner and that the project has progressed “beyond the feasibility stage”.
The story was dated March 10, so prior to the current trade war. That’s relevant, because Volkswagen Group has car shipments frozen at port presently and is likely scrambling to adjust for a major drop in sales. Likely Kable is accurate and the project is or was in process, though rapid shifts to adjust for major business conditions. Such situations can and do delay or even cancel non-core projects of which this may be one.
The roadmap reference is curious. Internal combustion in this segment not being on their roadmap is odd. It’s on Porsche’s roadmap, and on Lamborghini’s roadmap. It remains to be seen that the EV market is viable, much less the supercar market.
If Audi is testing their own version of the Porsche 718 EV, they likely don’t need two electric sportscars. Comparatively, with the Temerario now going into production and the F1 team hitting the grid next year with a hybrid drivetrain, an Audi based on this drivetrain would make a lot of market sense… even if it’s at a higher sale price and sold in fewer numbers than the previous R8. Beyond that, added volume would also help component costs and thus profitability for Lamborghini.
My guess is that, short of the trade war substantially wrecking Volkswagen Group’s business that they start canceling special projects, the R8 successor will happen.
If the R8 Mk3 Does Happen, What About North America?
This is the million dollar question. According to Dr. Kjell Gruner’s comments, we can infer he doesn’t see the viability. That said, if you’re a global car manufacturer and you seek to sell a luxury product like the R8, the North American market is the largest and most robust luxury automotive market in the world. If it seeks to be taken seriously in seeking an even higher luxury position than it has now as several executives have alluded to, then an R8 successor would and should be part of such a strategy.
There are no givens here. Certainly none that any executive at the brand or the Volkswagen Group is going to say on the record. In as much, my own take on this is to not see these comments as impactful or the final word on whether or not the R8 successor will get built or come to North America.