Audi Adds New Color Options to Q3 and TT With Dew Silver and Python Yellow, as Sales Drop In 2021

Nowadays, many customers want to customize their own cars, choosing different colors to personalize their prized vehicles. Audi has decided to make life easier for its beloved customers, with the automaker expanding its color palette to give more options to possible buyers.

Audi adds Dew Silver and Python Yellow to its color palette

Audi has added two matte shades to its color palette, with the Dew Silver and Python Yellow now available as options for customers. Both shades are now available on some variants of the Q3 and TT.

Arriving at the silver and yellow colors might sound like a simple decision, but making these shades as new options takes a long time. First off, Audi's design department team has to track various trends in key markets across the globe. The members of the design team then conduct a feasibility study before creating and naming a specific color.

Audi released a statement regarding the expansion of shade options, saying, "The entire process of design, selection, technical implementation, and approval of the colors can take anywhere between three to five years." The automaker also noted that engineers need to ensure that the color they bring into the market will stand the test of time.

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Audi's sales drop in 2021

Providing more color options to customers may be one of the keys for Audi to get its sales back up. Audi sold just 1,680,512 cars in 2021, a 0.7 percent drop compared to its 2020 numbers. The German manufacturer looked to be on its way to a strong year, achieving record-breaking deliveries in the first two quarters of 2021. However, Audi failed to sustain the momentum, with the company suffering a massive 34.2 percent decrease in sales during the second half of the year.

Like other companies in the auto industry, the chip crisis was the one to blame for Audi's poor sales performance. The shortage in semiconductors hampered Audi's local production in China. Also contributing to the lower sales was the VAT reduction in the European continent.

Hildegard Wortmann, Audi's board member for sales, said that the year 2021 was a challenging one for the company, but they managed to successfully overcome them with the help of their worldwide team's engaged effort. Wortmann added that they are looking to the future with confidence, especially with Audi having the "highest order backlog ever" and possessing a "high volume of incoming orders."

Giving Audi hope for the future is the continued success of its electric vehicle range. Audi sold 81,894 EVs in 2021, accounting for 4.8 percent of the company's total sales. Audi's EV sales grew 57.5 percent compared to the previous year, with the Q4 E-tron Sportback and Q4 E-tron proving to be its best-selling cars.

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