For the US market, Audi gets aggressive
After being behind BMW and mercedes for quite a while now, Audi has picked a new ad agency to win more U.S. customers. They are very serious, aggressive and ambitious.
Audi, the other German luxury brand, is trying harder to set a fast pace the others will attempt to emulate and eventually envy. Consider a few of the little things it has already accomplished, such as:
- Almost tripling U.S. sales from 34,160 units in 1997 to 90,116 in 2006;
- Doubling model count in the next 8 years with 18 new models;
- Expanding exclusive Audi dealers to almost half its retailers;
- Increasing sales in major metropolitan areas; and,
- Setting record paces with the first diesel powered racecar.
Audi of America had a good first two months, registering a 37.5 percent increase in February 2007 sales compared to February 2006. Sales totaled 6,609 for the month. Sales in 2007 through February are up 19.4 percent to 3,008 vehicles.
Audi is appealing to America’s fascination with the Gemini twins of celebrities and show biz. They opened a design center and lifestyle studio in a former hanger at the Santa Monia, California airport, sponsored the Elton John Academy Awards bash for a few years, have opened a luxury showroom and space venue on Park Avenue called the Audi Forum, and have set new records in the Über-rich sport of automobile racing, with of all things, a diesel engine racecar.