LexFather

http://www.motorauthority.com/cars/a...-overambitious

Audi’s strong sales performance over the past decade has led officials to predict the brand will be the top selling premium label by 2015, something industry experts say is unlikely to happen. The reasons given are because Audi doesn’t have enough green technology, it doesn’t have a strong foothold in the North American market, and because competition is rising from both premium and non-premium brands alike.

When it comes to green technology in the luxury segment, Audi is miles behind both BMW and Lexus. Audi is still focusing on building its performance image, while companies like BMW have already done this and are now targeting the environment-conscious consumer. “Audi is just not producing cars with the same level of innovation that BMW is doing,” automotive researcher Ferdinand Dudenhöffer told Automotive News.

CEO Rupert Stadler said in defense that Audi is planing for more efficient diesels and other clean technologies borrowed from Volkswagen including efficient engines, hybrid models and other alternative-fuel-propelled vehicles.

More difficult for Audi is improving its standings in the U.S., where it’s on track to sell less than 200,000 cars by the end of the decade, far less than its German rivals and eons behind market leader Lexus.

Audi’s strategy for expanding sales is to introduce new models such as the A1 small car and A7 four-door coupe, as well as expanding in to the luxury crossover market with smaller Q5 and Q3 models. It’s also a luxury market leader in the emerging market of China, however it’s unclear how many additional sales can be gained from China alone.

LetMeShowU

That's pretty much what they have to do in order to get things going here. Introduce more affordable models to the American public, let them get used to the brand, and eventually have them move up toward the more expensive models within their lineup. The problem with Audi IMO is that they have always seemed to approach the US market with the "we're just as prestigious as Mercedes & BMW, so of course you should buy our products" attitude. However, they are not - not anywhere close to the reputation MB & BMW have here. Heck, not even close to the reputation Lexus has here.

They need to do things the Infiniti way. Start re-establishing themselves with more affordable products and get people buzzing about their cars/SUVs. They already have the high-end products to compete with the best in the world, now they just need the public to realize it. Offering an A1, Q3, & Q5 are a great way to get things rolling

encore888

At 75,000 units sales for Audi so far this year (and forecast nearly 100,000 by year end in some reports), they're not too far off Infiniti's 100,000 units sales so far (and forecast 120,000 by year end). They can take a page from the Japanese playbook, but there are many options available. Their vehicles are priced closer to the other German makes, for instance--valuation/profit has been an issue. Growth recently was quite high for Audi, which helps. What hurt them badly years ago was the unintended acceleration reports, which they responded to poorly and lost sales despite investigations later finding little fault. But time has passed and that memory is no longer a major part.

On the vehicle front, glad to see VW using touchscreen, maybe Audi will offer it next to its MMI. I hope their revamped models ditch some of the conservative styling, but not go more the way of that controversial grille. And they need to up the quality ratings, like criticized with the Q7. And their A8 flagship commands a hefty premium, if not large sales.