Audi's widening product palate and huge global marketing push is finally giving it traction in the U.S., where sales are much weaker than those of BMW and Mercedes. Audi posted record sales in 2011 as demand for luxury cars in China and Russia helped it gain ground on bigger rivals like BMW and Daimler's Mercedes-Benz. Audi wants to dethrone BMW as the world's number one premium car maker by 2015 through powering ahead in China and the United States, the world's biggest luxury car market. One of the reasons why Audi is doing so well is because since 2002 VW Group has invested no less than $25.6 billion in its premium brand. Audi has now 12 model lines, as opposed to 2003 when they had only 6. Audi managed to overtake Mercedes-Benz last year and wants to take the lead from BMW by 2020. Audi reported its 13th straight record-setting month of sales with 9,354 vehicles sold in January 2012, topping the 7,812 vehicles sold in January 2011. Year-over-year vehicle sales increased 19.7% over 2011, the previous record set a year earlier. For the record-setting month of January 2012, four Audi models recorded year-over-year sales increases of 15% or more, including the Audi A6, the Audi Q5, the Audi Q7, and the Audi TT model range. Audi wants to continue its dominance as the world's best luxury car brand and continue to expand its globalization.Friday, September 28, 2012
Chapter 5 Developing a Global Vision
Audi's global vision has always been to bring about a luxury car brand worldwide and create the best models of cars to compete with other luxury brands such as Mercedes Benz, Bmw, and Lexus. Through global marketing Audi has developed one of the most luxury car brands in the world. Though Audi's revenues and vehicle sales still lag behind those of German premium-car rivals BMW and Mercedes (DCX), its engineering edge and design savvy have polished Audi's premium-brand image to a high sheen. Now, global market-share gains and profit improvement are narrowing the gap and transforming Audi into an ever more powerful rival. In 2006 it was projected Audi's sales would sprint from 924,085 cars in 2006 to 1.5 million by 2015.
Audi's widening product palate and huge global marketing push is finally giving it traction in the U.S., where sales are much weaker than those of BMW and Mercedes. Audi posted record sales in 2011 as demand for luxury cars in China and Russia helped it gain ground on bigger rivals like BMW and Daimler's Mercedes-Benz. Audi wants to dethrone BMW as the world's number one premium car maker by 2015 through powering ahead in China and the United States, the world's biggest luxury car market. One of the reasons why Audi is doing so well is because since 2002 VW Group has invested no less than $25.6 billion in its premium brand. Audi has now 12 model lines, as opposed to 2003 when they had only 6. Audi managed to overtake Mercedes-Benz last year and wants to take the lead from BMW by 2020. Audi reported its 13th straight record-setting month of sales with 9,354 vehicles sold in January 2012, topping the 7,812 vehicles sold in January 2011. Year-over-year vehicle sales increased 19.7% over 2011, the previous record set a year earlier. For the record-setting month of January 2012, four Audi models recorded year-over-year sales increases of 15% or more, including the Audi A6, the Audi Q5, the Audi Q7, and the Audi TT model range. Audi wants to continue its dominance as the world's best luxury car brand and continue to expand its globalization.
Audi's widening product palate and huge global marketing push is finally giving it traction in the U.S., where sales are much weaker than those of BMW and Mercedes. Audi posted record sales in 2011 as demand for luxury cars in China and Russia helped it gain ground on bigger rivals like BMW and Daimler's Mercedes-Benz. Audi wants to dethrone BMW as the world's number one premium car maker by 2015 through powering ahead in China and the United States, the world's biggest luxury car market. One of the reasons why Audi is doing so well is because since 2002 VW Group has invested no less than $25.6 billion in its premium brand. Audi has now 12 model lines, as opposed to 2003 when they had only 6. Audi managed to overtake Mercedes-Benz last year and wants to take the lead from BMW by 2020. Audi reported its 13th straight record-setting month of sales with 9,354 vehicles sold in January 2012, topping the 7,812 vehicles sold in January 2011. Year-over-year vehicle sales increased 19.7% over 2011, the previous record set a year earlier. For the record-setting month of January 2012, four Audi models recorded year-over-year sales increases of 15% or more, including the Audi A6, the Audi Q5, the Audi Q7, and the Audi TT model range. Audi wants to continue its dominance as the world's best luxury car brand and continue to expand its globalization.
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