Audi announced today that year-to-date car sales of its sedan and sports car models for 2008 rose to a total of 30,767, a 7.5% increase over last year’s figures. Audi claimed a growing share of the luxury auto market, 6.8% in May, thanks to strong sales of the A4, A4 Cabriolet and TT models, with robust sales in key markets.
With growth throughout the year, Audi car sales contrast sharply with weaker sales among other luxury automakers weighed down by economic volatility and rising fuel costs. While German luxury automakers BMW and Mercedes-Benz posted year-to-date declines or only nominal (less than 1%) growth, respectively, in passenger car sales, Audi car sales into early summer grew consistently over the corresponding five months in 2007. Audi’s strong showing in May earned it its highest share of the luxury auto market so far this year.
“In a tough market, luxury buyers are retreating from legacy prestige and putting increased value on style, performance and fuel economy — progressive elements that define Audi’s ‘new luxury,’” said Johan de Nysschen, executive vice president, Audi of America.
Excitement around the upcoming release of the all-new 2009 A4 sparked growing sales of existing models, with May sales of the A4 sedan increasing 24.1% and Cabriolet sales jumping 12.5% for the month. Sales of the TT, Audi’s offering in a sporty segment that is especially sensitive to economic volatility, continued to defy conventional wisdom with a 5.1% growth for the month.
May sales increased in key Audi markets such as New York, up 24-32%, Los Angeles, with 12.2-16.2% increases, and Miami, where sales rebounded to 8.2% over the same month last year. Dealer traffic throughout the month of May outpaced last year’s figures as Audi dealers reported a marked curiosity about the brand, noting that word of positive ownership experiences among current Audi drivers was spreading, including in newer markets like Atlanta and Dallas. “When people get into an Audi and they see the trunk space and the fuel economy, they end up trading in their SUVs for a four-door sedan,” said Bobby Baillargeon, an Audi dealer in Fort Worth, Texas; A4 sales in the Dallas area grew 87.1%.