"Audi's Angst" in the US

S4cabriofox submitted on 10/08/2006 Official AutoSpies Timestamp: 11:39 PM
from: www.edmunds.com

Tags: Audi, Image, Competition

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"Audi's Angst" in the US

Audi makes some of the best luxury sedans in the world, but its U.S. sales would suggest that these guys produce motorized tin cans.

In the last 15 months, I've test-driven Audi's A6, A4, A3, A6 Avant (wagon), S4, and most recently, the Q7. With each one, my admiration and adoration for all things Audi grows.

However, nowhere near enough consumers share my lofty opinion of Audi. Through May, Audi sold 32,500 passenger cars in the U.S. Meanwhile, BMW sold 88,000 cars, Lexus sold 67,000 and Mercedes-Benz had sales of 71,000.

The Big Three of the U.S. luxury market are truly wondrous manufacturers that create top-notch products. But not one of them produces anything that is two times, much less three times, better than any Audi rolling off an assembly line today. But that's what their respective sales suggest. The gap would be wider if we counted SUVs, because Audi's Q7 just went on sale.

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This article, in a nutshell, is saying nothing at all is wrong with Audi's product, and that in fact, they are every bit as fabulous as the competition. Read on to see what he thinks is the issue.

Do you agree? Read Article

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S4cabriofox - 10/8/2006 11:41:12 PM

+1 Boost

I'm pretty sure his sales numbers are either hyper-inflated, or world sales, but that wouldn't make sense, because Audi sells more than Lexus worldwide...

Any help with this one?

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S4cabriofox - 10/8/2006 11:41:51 PM

+2 Boost

Oh, never mind. He means from January '06 to May '06.

S4cabriofox - 10/8/2006 11:42:43 PM

+2 Boost

And it seems like Lexus isn't the US's #1 premium manufacturer any more.

Hyundai - 10/8/2006 11:58:33 PM

+1 Boost

Doesn't it say passenger CARS? I don't think Lexus was ever the leader in passenger CAR sales, but in total sales. And you used the word "fabulous"? I always knew there was something iffy about you.

S4cabriofox - 10/9/2006 12:08:56 AM

+2 Boost

Right. As if the X5 and X3 aren't selling well.

BMW's car gap-- about 21,000 cars-- seems a bit too wide for Lexus's SUVs to cover, especially when you consider BMW's own SUVs, which are selling nearly as well.

I may be wrong, but I doubt it.

Are you bashing my vocab?

Fine, Audis are every bit as good as the competition. Does that make you happy?

IamEvilHomer - 10/9/2006 11:42:50 AM

+1 Boost

Audi sold 684,700 vehicles worldwide in the first nine months of this year, an increase of 8.4 percent compared with the same period of the previous year (January to September 2005: 631,560). Audi

Audi also grew in the USA with 62,579 vehicles delivered to their new owners in the year to September, an increase of 4.9 percent (2005: 59,656). Audi sales equally rose in the month of September with 8,004 vehicles shipped to their new owners, a gain of 1.9 percent (2005: 7,854).

http://www.fourtitude.com/news/publish/Audi_News/article_2599.shtml

S4cabriofox - 10/9/2006 12:03:05 AM

+4 Boost

"If its build quality is as good as Lexus, Audi should say so. If Audi offers as many creature comforts as Mercedes, it should say that, too. And if the rings in Audi's badge are what its cars will run around BMWs on a racetrack, then say that."

Actually, that's all true, Will. And actually, I'd say that Audi's build surpasses Lexus's, for starters.

I won't use my wife's RX330 as an indicator; it's not one of Lexus's shining high-quality moments (but it is awash in cheap, tacky silver plastic that I hate. that Lexus now applies across their lineup).

I've spent a considerable amount of time at both the Lexus dealer and Audi dealer (for scheduled service, of course). I can whole-heartedly say that there's not one Lexus that can beat Audi's hallmark interior execution. It's Lexus's design that's lacking. They try to add flair, but it just doesn't work, especially in lieu of Mercedes's recent comeback (and gorgeous interiors).

Also, Audi offers at least as many comforts as Mercedes. Load up an A8L online; it will have all of the luxury touches the S-Class has, except a radar here and there, for about $20,000 less. Talk about a bargain.

Handling characteristics are so close to BMW's that it's not even a laughing matter. As shown by their sportscars (and the new R8 which I'm eager to see testing of), Audi has sporting character- gobs of it. Once the RS4's novelty wears off, the new RS6 will be released... and it will promptly kill the M5, as did the last generation. However, it won't be as muted this time- the last RS6 was too powerful for its own good. As shown by the RS4, Audi has mastered the art of balance and power with its quattro system, and I expect nothing less with the new RS6.

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huu76 - 10/9/2006 12:16:49 AM

0 Boost

Look at Aug and Sept (27% increase) sales, they total about 53,000 units. I don't believe this guy's numbers are correct for Lexus. May be a bit low for the other's as well. However, I'm confident Lexus still holds #1 spot.

http://www.toyota.com/about/news/corporate/2006/10/03-1-sales.html

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BMW4me4ever - 10/9/2006 11:06:13 AMView My AgentSpace

+1 Boost

huu ....

Actually if you look at the final number over the past few years. BMW has outsold Lexus in the cars, but not in overall due Lexus's Suv sales .... In the US market BMW is #1 for the past 3 years in cars sold .... Lexus is #2, with Mercedes at #3 and Audi a distant #4

huu76 - 10/9/2006 7:12:57 PM

+1 Boost

Can you post proof. Even the autospies articles show Lexus outselling BMW every month.

BMW4me4ever - 10/11/2006 12:13:36 PMView My AgentSpace

+1 Boost

huu ...

I just looked up numbers for August 2006 ....In the US....

Lexus year to date car sales 117,364 vs. 96,475 in 2005
BMW year to date car sales 140,250 vs. 124,406 in 2005

This is the figures for year to date sales of just their passenger cars .... It doesnt include the the Suv's, mini or any other subsidary of their main brands. If you do some research you will see that BMW outsells Lexus in the US for passenger vehicles only ..... In overall sales, then Lexus wins and that is solely due to their RX Model line. If I am not mistaken, Lexus sells as many RX's in the US as they do IS and Gs cars ....

huu76 - 10/11/2006 6:56:54 PM

+1 Boost

Thanks.

Well, BMW is in trouble as Lexus has nearly caught up to them with just passenger cars. It's no contest with light trucks. Also, both brands are going in opposite directions sales wise.

nine - 10/9/2006 12:37:10 AMView My AgentSpace

+1 Boost

I think Audi aren't rubbish at all. Maybe because families are getting bigger, and Audi's main passenger car is the A4 - and its as small as a BMW 1-Series. But I think the R8 will boost sales.

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S4cabriofox - 10/9/2006 12:38:08 AM

+3 Boost

Will-

I'm going to get a RWD Porsche Carrera S (or Jaguar XKR) for my next car. I'd like to see your "fun-to-drive" LS430 run with that.

I've loved my Audis, and I'm thinking of getting another one for my next winter car, when my fourteen-year-old "earns" the A3. It's either the new A5/S5 coupe or a 328xi coupe. I was thinking about a GS AWD, but I just can't see myself in one, and my admiration for its looks fell through after a certain magazine article I read comparing the GS450h to the 550i.

You think I'm obsessed with AWD? I said that Audi has mastered how to make it feel as sporty as any RWD car, while harnessing massive power.

And AWD is a hoot in the right conditions. It's really quite satisfying blowing the doors off of all the RWD "sports cars" on the highway.

The A8 is expensive? The A8L is the same price as the LS460L, and it maxes out at less than $90K, which is paltry for this class. The ride is too stiff for you because you drive a boat (LS430). A few of my friends (one woman included) drive A8s, and they love everything about it.

You're not the only one who owns an RX, either, and I think the interior is far less than perfect. Have you noticed how flimsy the door panels are? It really turns me off. And we're very good at maintaining our cars.

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Rupert - 10/9/2006 5:57:25 PMView My AgentSpace

+1 Boost

the rx is the only lexus i have sat in properly, and i have to say, it is very well put together. not a design or material masterpiece, but very solid. doesn't feel like it would break apart. feels more like an old mercedes, very indestructible.

chewy - 10/9/2006 3:17:24 AMView My AgentSpace

+1 Boost

Advertising, Audi needs to step up. They are taking a decent step forward with the NYC parade on Wednesday.

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Julian142 - 10/9/2006 4:01:17 AM

+2 Boost

S4 i must agree with you on all points. Will you are WAYY to biased towards Lexus. I have been in quite a number of Lexus's cars, the latest being the LX470, RX330 and the IS250 and the interior ESPECIALLY for the LX470 and RX330 are hideous! The IS had a better interior but WOW cheap looking plastic EVERYWHERE! I can't even belive you said "I think Lexus interiors surpass all." Lexus has some of the worst designed interiors and it looks so Japanese, Audi has the BEST Interior in all of its car Classes , thats not only me saying that, so many car magazines and well people have said that. (I dont own a Audi btw)

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BMW530i - 10/9/2006 7:38:35 AM

+1 Boost

Will,

...RX. Its interior is perfect, certainly surpasses anything else in the class.
==========================================

IMHO, the interior of the RX is one of the most OVERRATED ones in the business. The wood looks cheesy and fake. The plastics are ok but the overall quality impression is good - but let's face it, the Q7 blows it away. The design of the Q7 interior even looks better than the RX's dash.

Hey, just my opinion. ;)

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matt635 - 10/9/2006 8:02:20 AM

+1 Boost

Interesting article. I'm no Audi fan, but I'm not going to sit here and slag them off.

Quality doesn't equal sales, but the fact is there is not much between the Audi's, BMW's, and Merc's of the world. They all offer a wide range of body styles to suit most peoples needs, they are all comparitively priced, and I seriously doubt any of them stands head and shoulders above the rest in any aspect of design.

The problem for Audi isn't what they are making, it is making people want their cars.

Everyone I know who owns/has owned an Audi, considered a BMW first - but they ALL opted not to go for the BMW because they didn't want to be labelled as a 'BMW driver'... now some BMW haters in here will find that funny... but that means the people I know that bought Audi's bought it on the basis of the badge alone! Is that not what most BMW owners are accused of doing!

The only part of that article I object to was the inference that Audi would run rings around the others on track. Audi in motorsport isn't as strong as it could be. With no real competition in Endurance racing for the R8/R10 their LM victories have been a little hollow, and with DTM usually being won by Mercedes, what else do they have? Quattro.. great, but where's the Audi presence in rallying - thats poor marketing.

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S4cabriofox - 10/9/2006 10:39:05 AM

+1 Boost

"Everyone I know who owns/has owned an Audi, considered a BMW first - but they ALL opted not to go for the BMW because they didn't want to be labelled as a 'BMW driver'."

That wasn't me... with my S4, I looked at only the S4- I considered the M3, but I would only drive it after I drove the S4, which I did not. BMWs are great. But like those others, I think Audis offer everything they have and more, and it's really not fun to be labled as a "yuppie poser" as so many BMW drivers are.

matt635 - 10/9/2006 2:02:40 PM

+1 Boost

Thats fair enough, everyone I know who bought an Audi needed a more functional car that the more 'recreational' cabriolet that you have.

The point I was getting at, which you reinforced - was about badge snobbery. I get angry when people suggest I'm attracted to the blue and white badge for any other reason than I really like their cars... Audi fans seem to take pride in accusing BMW fans of just buying into the brand image... yet they make there decision not to buy one based purely on NOT wanting a particular image.. .. .. if you see what I'm saying. Either way they view it as an 'image thing' - and people that buy cars based on image should have their asses removed - 'cos whatever you think your car makes you look like - there'll always be people who think differently.

phaetonmeister - 10/9/2006 8:52:33 AM

+1 Boost

Audi has one MAJOR problem to contend with here in the U.S. Market, name another brand who had their good name trashed on a major network news program(60 Min. circa 1981) and although the story was PROVEn to be false and misleading CBS never apologized. The dark cloud has hovered over the brand for over 20 years. I recall a father and son in my showroom 7 years ago when I was retailing Audi's in Atlanta, the Son had his heart set on an A4, and the Father stood there and said "those damm things drive themselves" it will take a loooong time for this to go away!

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crackityjones - 10/9/2006 10:35:09 AM

+1 Boost

This post = no news.

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S4cabriofox - 10/9/2006 11:29:33 AM

+1 Boost

logical-

I can afford a BMW 750Li, and I can go out and buy one right now if I'd wanted to. But I don't. Because BMWs will make me look like you- a dum@ss, plain and simple.

Please, persuade me, with facts included, why Audi makes "shitty cars".

001, I still can't see why you haven't booted logical from this site yet.

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IamEvilHomer - 10/9/2006 11:46:28 AM

+1 Boost

s4cabrio - i think 001 has not kicked him because Logical is the alter ego of 001. 001 probably logs in under the screenname Logical to get people mad.

I can't think of any other reason that someone would let an idiot like Logical destroy their post can you?

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Hyundai - 10/9/2006 11:50:49 AM

+1 Boost

Although I like the 7er very much, I would prefer an A8 over it simply because it has a much more refined, classy, sophisticated, and majestic look. Somehow it reminds me of a finely machined watch. It has that look that the 7er cannot compare to.

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phaetonmeister - 10/9/2006 2:15:55 PM

+2 Boost

Logical-
Answer one question for us all, when was the last time you drove a NEW Audi.....? You were either burnt badly by an Audi dealer or need to get laid.....lighten up and smell the quattro!!!!!!!!!

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Rupert - 10/9/2006 5:59:56 PMView My AgentSpace

+1 Boost

wake up and smell the quattro...love it.
oh, logical.
hate to be so juvenile but get some balls.

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phaetonmeister - 10/9/2006 7:49:01 PM

+1 Boost

Thanks Rupert.......Logical has a drinking problem we must excuse his rude remarks....;)

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