It’s a rare weekend for Audi AG as the best of its R10 TDI racecars only manages a paltry fifth-place finish in an American Le Mans Series event here.
Nevertheless, Scott Keogh, Audi’s chief marketing officer, says his brand’s racetrack success is helping it rack up record sales volumes and at higher transaction prices.
“Some brands have a place they call home,” Keogh says. “Our brand belongs on the track.”
Audi has won the prestigious Le Mans race the past seven years in Europe and has been the overwhelming factor in the ALMS since it entered the series in 2001.
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