Free Online Articles Directory

Why Submit Articles?
Top Authors
Top Articles
FAQ
AB Answers

Publish Article

Home Page > Automotive > Audi Tired of Losing in the US Sales Race With Other Luxury Brands

Audi Tired of Losing in the US Sales Race With Other Luxury Brands

Posted: Feb 01, 2007 |Comments: 0 | Views: 185 | Share Syndicate this Article Copy to clipboard

Finally Audi is tired of always being beaten in the US sales race against Lexus and other luxury brands. According to some auto analysts things will change for Volkswagen's subsidiary German luxury automaker if and only if its three-pronged plan to boost sales finally succeeds.
According to a top Audi executive, the automaker plans to increase the number if vehicles it offers, add more exclusive dealers and conduct a more aggressive form of marketing scheme that will boost brand image. They plan that aside from the usual type of advertisements they will also strive for a larger internet presence.
Johan de Nysschen, executive vice president of Audi of America Inc., in a speech at the Automotive News World Congress said that he is frustrated over the lack of the automaker to gain success in the United States. Last year Audi sold 90,611 vehicles in the United States while Lexus a much younger brand sold 322,434 units.
De Nysschen further stated that in order to get the attention of the American buyers it will start acting more like an American Brand. "Understatement is inherent in Audi's brand DNA," he said. "It is who we are. It is our expression of European luxury. Yet we think it's time for Audi of America to stop being so understated and a little more American in telling our brand story."

To help the German automaker implement the changes that it desires, Audi has hired a new ad agency as announced by de Nysschen. The agency, Venables, Bell & Partners is developing a campaign concept for the German automaker and scheduled to debut in April along with the new TT sports car.

According to de Nysschen, "We've challenged our new agency to build on the brand's history and DNA for product excellence. We want to make a compelling argument to America's discerning luxury buyers that they should consider Audi."
The German automaker's growth plan is part of a much larger strategy. It should be noted that the automaker was able to sell 905,000 vehicles worldwide in 2006. The company's long-term plan includes increasing its worldwide sales to 1.4 million units hopefully through 2015. It is looking into the great potentials of emerging markets like China and India to help in achieving its goals.

In terms of products, Volkswagen's German subsidiary is in the midst of launching nineteen vehicles in the United States from 2005 to 2007. Audi also plan to launch their R8 sports car to compete with Porsche 911 a midsized A5 coupe and new TT. De Nysschen further added that they are looking at a small luxury SUV and plans to use diesel engines extensively in North America.
"We've addressed quality and reliability problems that dogged us in the '90s and taken major steps to become segment leaders in quality," he said. "Our mission and aspiration in the U.S. market is, quite simply, to be recognized as a Tier 1 premium brand in the same light as Mercedes-Benz and BMW, as we already are in Europe and elsewhere around the world."
About Audi

Audi AG is one of the major subsidiaries of Europe's largest automaker, Volkswagen, together with Bentley, Skoda, Lamborghini, SEAT, and the brand Volkswagen itself. Volkswagen's acquisition and redevelopment of Audi together with other subsidiary brands has helped the German automaker to emerge as true global force in the auto industry. Volkswagen is not only renowned in terms of quality automobiles but also for its top-of-the-line auto parts like its array of Volkswagen car covers.

Retrieved from "

(ArticlesBase SC #99379)

Natalie Anderson - About the Author:

Growing up with three brothers, Natalie Anderson became exposed early to the world of automobiles. This 29-year-old account manager now dreams of having her very own top-of-the-line vintage car.

Rate this Article

0 vote(s) Feedback RSS Print Email Re-Publish Source:

Article Tags:

audi

auto parts

volkswagen car covers

volkswagen cover

car covers

volkswagen parts

parts vokswagen

volkswagen auto parts

Related Videos
Related Articles
Latest Automotive Articles
More from Natalie Anderson

New Audi Flagship

A new Audi flagship waits in the wings, Jaguar's new owner bets on a roadster and the latest hot hatch is on deck from Volkswagen. (09:00)

Volkswagen Polo, Renault Alpine, Farbio GTS350, Volkswagen BlueSport - 01/19/2009

A new French sports car with Japanese power could be in the works, another track-day toy shows up across the pond an a new German roadster could be going from the show circuit to the dealership. Hosted by Derek DeAngelis. (04:44)

Haman Upgrades the Ferrari California

Hamann begins upgrading the Ferrari California and it has even MORE power, Audi says more diesel-powered variants are on the way -- with a catch, the internet rumor mill is saying there may be a 3-series competing Jaguar coupe. (07:04)

Auto News Update - 12.09.2009

The Audi E-Tron may be heading to production straight from concept form, Volkswagen buys a 19.9% stake in Suzuki, former Saturn General Manager Jill Lajdziak heads to SMART. Also, somebody leaked the upcoming Honda CRZ's brochure, and some My First Car from Rockafeller Center in New York City. Hosted by Derek DeAngelis. (08:05)

MTM's RS6-R Destroys the Competition

MTM's RS6-R destroys the competition, ENCO's modified Cayenne biturbo breaks cover, the World Touring Car Championship may be coming to a city near you in 2011, and is VW eyeing up entering FIA. (07:57)

Seat Leon Fr Tdi

According to most car experts, silver is the number one color choice for new cars today. It is also believed that silver cars have better resale values due to its ability in hiding dirt. The buying public however, does not totally agree, some think the color silver is dull. Fortunately for us, the SEAT Leon FR TDI would be anything but dull with its Crono yellow finish.

By: Natalie Andersonl Automotivel Feb 06, 2007 lViews: 202

Using Car Transport versus Driving

Using car transport versus driving is such an interesting thing to discuss about especially if you are not yet sure on whether you will use car transport or not when you need to move to another location. Here are some of the things that will help you decide on which to choose " car transport or driving your car all the way to the destination.