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i'm not 100% sure why this is that bit more than the C7 RS6 (which is £77k basic).... given its the same underpinnings.

So once you price it up with half decent spec I'm guessing £105-115k - a lot of Audi's starting to break the £100k mark

So...BMW M6 Gran Coupe starts at £95+k

not really the point - if someone else is charging a huge amount for some monstrosity of a car, it shouldn't automatically mean other manufactures start to add an extra few % just cos the competition are more pricey (not that they wont seize the chance, wishful thinking etc...) - you've already commented on how expensive the RS6 is.
Just seems that the price increase on some of the new models are going to put a lot of people off until the 2nd hand market, with initial buyers loosing 30-50% within a couple of years (if that!). It starts to de-value the car/brand.

Also, i was surprised by the spread across A6 vs A7 but the price diff seems pretty constant across the ranges (now ive looked), so i assume its more down to economies of scale given most components are shared under the skin.

GLM wrote:It starts to de-value the car/brand.

But in reality, does it? Can you really see Audi falling from grace or even dropping a couple of pegs due to this move? If your closest competitor had just opened up a mile of head room between you and it, are you saying you'd NOT adjust your price? This is business, you'd be mad not to and besides, your customer still wins out with a cheaper comparable (and superior IMO) option. It's a bubble, it could burst but it's not looking like it right now.

I know the RS6 has always been £10k more than the M5, both C5 and C6. Not sure what the difference is now.

Personally, as I've said before, I believe the new RS6 is overpriced. About 5k on the base car and lots on the new options. Take the dynamic pack, it offers little discount over the component options. This is unlike the RS4 where the sports pack offered a big discount.

It's put me out of the C7, for now, I'm going RS4 for, at a guess, a year. Then I'll see whether there are cars about and how the prices have dropped.

The RS7 is undoubtedly a smaller market and the competition is also pricey, but the same comments apply, especially around options.

I fear Audi have made the same mistake as they did with the C6 pricing. Time will tell.

i guess i just think the dependency on wealthy people to take the initial hit could take its toll. I get the business side of it, but the prices for cars like the RS 6 & 7's seem to generate more comments along the line of spend money on sharper sports cars and then get an oil burner for the practical stuff, which is fair enough, but should the cars not sell in enough quantities then its easy enough for Audi to stop bringing them over to the UK - like you say not going to happen over night.

Ultimately, i'm probably more concerned that my pockets aren't filling up with spare cash at the same rate of automitve inflation!