35 Votes

What does Audi need to conquer the US?

AUDIMAN4 submitted on 5/13/2007 Official Bell & Ross Timestamp: 10:06:36 PM

90 user comments | Category: Misc News | Source: www.autospies.com

Tag Links: Audi, US market, luxury, Tier I

As you know, Audi is in the process of rethinking the American market--rethinking American luxury buyers' wants, needs, and expectations--and tailoring the way they market to these people.

American consumers are different from their European and international counterparts. What does Audi need to do to break into this market and become Tier I in the US, as they already are internationally?

About the Author

I slit BMW owners' throats.
— AUDIMAN4 (View Profile)

User Comments

They are Tier 1 and they make some of the world's most finest vehicles. The Tier 1 category in an international category is Audi, BMW, & Mercedes. The ultra luxury brands are in a league of it's own of course.

I think in order for Audi to be successful they need to offer styling that is more out there and less conservative. They want a bit of flash but not too much of it. When someone steps into an Audi they automatically recognize the quality interior and they are one of the best in the business.

However I think they need better marketing which is a huge reason why Lexus is so successful. Lexus was the brand catered to the US market only when they first started and with a continuing push towards perfection in terms of marketing really defined their brand.

The only brand in this segment that doesn't really need marketing as much is Mercedes. Their world renowned and that didn't take over night for it to happen either.
— Agent63 (View Profile)

Posted on 5/14/2007 8:49:03 AM | reply to this comment | Votes: 3

I disagree about styling. I think Audi's styling ages and looks much better than BMW's styling. If you actually compare build quality of BMW and Mercedes to Audi (paint quality, interior, plastics) you can see the Audi is a much better made car.

And I do think Mercedes needs to market. Now, Lexus is seen as prestigious as MB, and the way Americans think, will be more prestigious if MB doesn't market more.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 1:30:46 PM | | Votes: 2

i agree w/ the styling comment. audis are nice indeed but for the most part, it's an understated elegance look [exceptions being the rs4]. obviously, this seems to work in europe, asia... but given that the NA american market is about big suvs, and massive 22+ inch rims, understated elegance is not what americans / canadians want.

i think audi just needs to start listening. i remember i was in the audi dealership 2 years ago looking at an a4. i made a comment that i find the 3 series coupe to be more aggressive in terms of styling. the salesman got very offended and started going on a rant about why i'm wrong and why audis are styled better and ultimately, ruined a sale. i just think that audi should start listening, doing some consumer research and obviously, more aggressive marketing. but i do commend audiman for trying to get some different perspectives as opposed to blantantly convince people why audi is #1...
— snatch (View Profile)

Posted on 5/14/2007 1:49:11 PM | | Votes: 3

I disagree with the assertion that Audi's age better than BMW's wholeheartidly. I have found that BMW's are some of the best aging autos made. Disregarding other things people may say against BMW's, their styling seems to last years beyond their competitors.
Part of this, i think, is that Audi redesigns its cars too often. BMW takes its time to create a great design and sticks with it, 8 year old cars look almost new while a 8 year old Audi looks just that; outdated.
However, I do think Audi's make excellent interiors that, in contrast to their exteriors, age terrifically.
— henbmw (View Profile)

Posted on 5/16/2007 8:16:05 PM | | Votes: 1

Audi's association with VW hurts them more than anything else in North America.
Audi makes some nice automobiles, but many people still associate sub-par reliability and expensive maintenance with VW/Audi.
— david999 (View Profile)

Posted on 5/14/2007 10:10:58 AM | reply to this comment | Votes: -1

Very true but that is the same as saying the Toyota-Lexus relation hurts Lexus as well. I have heard comments like Audi is just an expensive VW and Lexus is just an overpriced but reliable Toyota. Not exactly how I would have said it but that's what I have heard about the two brands. Where people think like that is where BMW & Mercedes gain because they have no eco brand to leech off of. And this is in many many parts of the world.
— Agent63 (View Profile)

Posted on 5/14/2007 10:20:05 AM | | Votes: 0

I still don't get this talk of "sub par" reliability. No car today is "sub par" in reliability--it's not going to break down while you're driving it or have any major problems.

I think Americans have been brainwashed into Toyota/Lexus because of their so-called superb reliability. Alot of surveys don't even give definitions of a problem--and if they did, less than 3 in 3 years is not what I'd call subpar.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 1:32:40 PM | | Votes: 2

The hell Mercedes does have an Eco-brand,what do you call Chrysler,Last I remember when I drove a Mercedes it said on the windshield "A product of Daimler Chrysler!!!
— 2JZSoarer (View Profile)

Posted on 5/14/2007 11:19:23 PM | | Votes: -1

If you're going to deboost me at least have something to say. Don't be a coward and run away. Lol this is a discussion board why not discuss and debate about issues.

anyways,
For Audi they need to set an image. Their not entirely sure what their image is here in North America. People know them as a luxury brand and a respected one at that but they have no selling point. People know of the S4/RS4/S6/RS6/R8-now but really they need to make an impression in people's minds when somebody mentions Audi.

Like Mercedes has their luxurious interiors with classy stling. Lexus has their reliability and quality . BMW has their performance and handling cars with sport-luxury. Audi needs to come out of their image of being 'conservative and understated' because that is just becoming an excuse more than anything. I love Audi but in North America they seem almost non-existent in the parts I live and travel to. They are all dominated by BMW's, Mercedes, Acuras, Infiniti's, and Lexus. I see very few Audi A8's around and a lot more MB S and 7 series. I see very little A4's and a lot of 3 series, Acura TL, G35, etc. Visually Audi needs some new direction. They need something to give them a definite curb appeal as well as sex appeal. Their cars have to be sexy, hip, modern, luxurious, and of quality in order for any consumers to switch to Audi.

With the R8 for example many other buyers in that price range will be looking into one. That's the type of reaction Audi needs and that's the only way they can be successful.

PHEW! okay back to work.
— Agent63 (View Profile)

Posted on 5/14/2007 10:15:17 AM | reply to this comment | Votes: 1

For the R8, people are paying each other to cut in line, and they're charging $10,000 over sticker. It's way oversold. They need the R8 to run the brand- when people think of Audi, they should think of that car. It's like Porsche and the 911.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:33:56 PM | | Votes: 1

Where I live, in Dallas, Audi is not popular. Lexus is. Lexus caters to the flashy, wealthy lifestyle so many here want to portray, while Audi is more understated.

In San Antonio, where people are less concerned about flash, Audi does well.
— AUDIMAN4 (View Profile)

Posted on 5/15/2007 11:06:38 PM | | Votes: 2

"Very true but that is the same as saying the Toyota-Lexus relation hurts Lexus as well"

Lexus's association with Toyota does not hurt them. VW ith Audi does. Also, when Audi had models like the Fox, 5000, etc. people were not impressed with the quality and hence a reputation for inferior automobiles was ingrained in people's minds. Since you mention Lexus, when they introduced themselves, a high quality product was there from the start. Their reputation has gone up from there.
— david999 (View Profile)

Posted on 5/14/2007 10:40:05 AM | reply to this comment | Votes: 1

The Fox and 5000 models have been gone for 20+ years now. Do we still talk about the Ford Pinto or the K-car? It's unreal that people hold on to such legends. Were those cars that famous to begin with? How many Fox models did Audi sell back then? You would think by the way the Americans remember them that they were the number one selling car in the US at the time.

Speaking of the 5000, many people remember that car as one of the best cars they ever owned. Those that owned one during that time (1986) felt more sorry for the way the company was attacked by CBS rather than feeling cheated by the car or Audi.

The Audi 5000 was a famous car for many reasons other than the 60 minutes debacle. It was built right about the time aerodynamics started to have an effect on car design. Back then the Audi 5000 had a drag coefficient of .30 which was quite remarkable for a stock sedan of the day. The proportions of the car are still being copied to this day. It influenced the design of many cars most notably the Ford Taurus which made it's first appearance in 1985. We can also thank the 5000 for that nifty little shift interlock system that has been mandatory on every car since 1987.

All cars were pretty bad in the 1970's and 1980's but I think that most manufacturers have recovered from the dark ages of that era by now.

Give it a rest, please!
— Neverfollow (View Profile)

Posted on 5/15/2007 6:34:58 PM | | Votes: 2

Many people have long memories when it comes to crappy cars.
— david999 (View Profile)

Posted on 5/15/2007 7:41:08 PM | | Votes: 0

You never seem to see this argument brought up with older Mercedes either, notorious for their poor quality. The difference between Audi and MB is that Audi seems to have fixed their quality problems, while MB just got worse.
— AUDIMAN4 (View Profile)

Posted on 5/15/2007 11:08:24 PM | | Votes: 2

david999 is correct. The Lexus-Toyota relationship is different than the VW Audi relationship. Toyota and Lexus have never had any serious quality issues and have always been the benchmark for quality in the industry. Volkswagon lately, has had some major reliability issues which in turn has hurt their Audi sales. Add to the fact that Volkswagon some time ago decided confuse consumers by introducing a $70,000 Phaeton sedan. Toyota has never done this.
— Dave (View Profile)

Posted on 5/14/2007 10:55:37 AM | reply to this comment | Votes: -1

The Phaeton did confuse a lot of people...stupid move by VW.
— Rupert (View Profile)

Posted on 5/14/2007 3:27:03 PM | | Votes: 3

Well, actually, Audi sales haven't been hurt at all. They're consistently gaining in sales. But I see your point.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:35:00 PM | | Votes: 1

Audi is in the process as most of you know of a major product overhaul and offensive...RS4, R8, , new TT, A5, new A4 around the corner, Q5 will hit the market soon, as well as recontented A4 and A6 for 2007. This in addition to a new, more bold, marketing message should address most critics. Key is all of the new product...if you look at companies that are suffering it is due to lack of product or bad product...that is not and will not be the case moving forward with Audi...I would venture to say that Audi has more new products coming over the next 12-24 months that competitors..and many are "halo" type products.
Okay..I am off my pedistal now.
— Occarnut (View Profile)

Posted on 5/14/2007 12:45:44 PM | reply to this comment | Votes: 3

Sorry..meant to say recontented A4 and A6 for 2008, not 2007
— Occarnut (View Profile)

Posted on 5/14/2007 12:46:41 PM | | Votes: 3

They don't need to conquer NA. They're doing well in China, which will eventually become the most important market. They should improve sales but to become no. 1 is not important. They're at the top in many more markets. Who cares if their not first in the states.
— zorbeeze (View Profile)

Posted on 5/14/2007 12:47:00 PM | reply to this comment | Votes: 2

Audi needs 3 things if it wants to conquer the U.S. market and become the world's best selling premium luxury car manufacturer

1. Audi must make their regular models such as the A4, A6, and A8 handle better. Audi must offer RS4 esque handling in the regular A4.

2. Audi must offer more exotic designs such as the R8. The A4, A6, and A8 just look like longer or shorter versions of the other with zero curves. Chris Bangle may have been put under fire, but look at BMWs sales rocketing.

3. Audi must offer better reliability.
— GermanNut (View Profile)

Posted on 5/14/2007 12:47:37 PM | reply to this comment | Votes: 0

Well Audi is already the most reliable Euro brand in the States with Warranty claims down 64% over the past 3 years....
— AlexTx (View Profile)

Posted on 5/14/2007 1:20:37 PM | | Votes: 2

Handling? Doesn't need improving. Merc and Lexus do very well without handling emphasis.
— Rupert (View Profile)

Posted on 5/14/2007 3:25:46 PM | | Votes: 2

GermanNut, you act as if you can simply offer "better reliability" and "better handling" with a magic wand. Well, #1, they don't really have bad reliability, at all. I've had zero problems relating to the engines in the four Audis I have owned. None. There have been very small things- headlight washer caps coming off on the highway ('00 A6), oil leak ('98 A4), but nothing that ruined my day. And #2- they're pretty damn good with handling, if you ask me. Each new car they come out with handles better than the last.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:37:46 PM | | Votes: 1

I also don't get the quality "issue" some of you keep bringing up. My car after now 3 years, has had zero problems...driven hard, it still performs to the same standard it did when new.

Quit bitching about non existent reliability problems, and buy a damn Audi..maybe then you can see for yourself how well they are made!
— AUDIMAN4 (View Profile)

Posted on 5/15/2007 11:10:43 PM | | Votes: 2

1. They need to make REAR WHEEL DRIVE the default, with Quattro as an option. Get rid of FRONT WHEEL DRIVE.

2. Offer more coupes. How about an A8 coupe to battle Mercedes' CL class?
— Lem1972 (View Profile)

Posted on 5/14/2007 1:06:18 PM | reply to this comment | Votes: 0

I talked to Audi about dropping FWD, and it just won't happen. That's not part of their philosophy, and a lot of customers want/prefer FWD.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 1:34:35 PM | | Votes: 3

they may succeed with fwd. but conquer? never.
— 1995e34 (View Profile)

Posted on 5/14/2007 5:06:59 PM | | Votes: 1

how bout rwd for starters?
— 1995e34 (View Profile)

Posted on 5/14/2007 1:07:01 PM | reply to this comment | Votes: 0

It just won't happen. How many times have I had to go over this? I actually think that would HURT their image- Audi is looked at as the brand for people who are different; those who know cars, and know a good one when they see one. If they dropped RWD in their bread-and-butter, it would be looked upon as if they were dropping this smart image. They shouldn't try to be BMW. They should try to be Audi.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:39:20 PM | | Votes: 2

i understand the awd is a vital part of their image. i just think it's an unneeded part on most cars.

but when asked what keeps them from dominance, i can't help but think of the sole reason i may never own an audi (as tempting as they are).

the attribute that keeps them unique is also that which is holding them back from ruling.
— 1995e34 (View Profile)

Posted on 5/14/2007 11:27:11 PM | | Votes: 1

Audi makes great cars. Their line up is almost perfect and competes neck to neck with MB and BMW. They only need people to be informed of them because if you ask some1 what luxury car would you consider next he 'll say BMW or MB.

Audi needs to focus more on the youth by advertisment.

I wish them good luck.
— M53R (View Profile)

Posted on 5/14/2007 1:42:43 PM | reply to this comment | Votes: 3

True. They're off to a good start this year- look at that great new A4 ad. I like this new advertising agency, I like it a lot.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:39:58 PM | | Votes: 1

Well, Audi is very huge in the bay area CA, and may already be bigger here than Mercedes...and is fast approaching BMW.

That being said, I am selling my A4 for a 335 coupe. The A4 is great, but for the moment the 335 is a better driver's car. I really do love the A4 but it is more of a family/foul weather/road trip car than a nasty rip sh*t up classy backroads burner.

To take more market share though, Audi is going to have to make some RWD vehicles. FWD is just totally unneccessary in these days of electronic driver aids, and a lot of times 4wd is just overkill with too much weight and complexity.

We'll see how the new generation of Audi's actually handle, but they need to be much less front-heavy. Exterior looks can be a little bit wilder too, love the R8 and S5.

Build quality is already stellar, imho currently better than new BMW or Mercedes (yes have owned all of these cars before). And yes Audi interiors are the best for any production vehicle.
— supermoto (View Profile)

Posted on 5/14/2007 2:30:30 PM | reply to this comment | Votes: 4

Audi's marketing department simply just needs to give consumers a reason as to what differentiates Audi from Mercedes et al. AWD, racing heritage, interiors etc. all should be highlighted.
— Will_ (View Profile)

Posted on 5/14/2007 3:18:42 PM | reply to this comment | Votes: 1

I don't think they should go the same route as everyone else- commercials that just go over what the car does are BORING. I love the new A4 ad, and I think they should do more like that, with humor. The new advertising agency is just much more creative and innovative, and I'm excited to see more clever advertisements in the future. You may not like it because it's a knock at Lexus, but imagine Lexus making fun of, oh, a Mercedes- and you see my point.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:42:33 PM | | Votes: 1

I don't think many people in California have use for AWD so thats not a good selling point,maybe they should highlight other technologies that cannot be found in other brands,if they have any..
— 2JZSoarer (View Profile)

Posted on 5/14/2007 11:25:19 PM | | Votes: 1

if the S4 wasnt so freaking slow and gets terrible mileage, i would have considered one. i always liked audi interiors. a white RS4, sweet.
— gsh23 (View Profile)

Posted on 5/14/2007 3:38:55 PM | reply to this comment | Votes: -3

Are you joking? Slow? What car do you drive, a Ferrari F430? Or did you just take a look at an Audi spec sheet and decide to post a stupid comment?

And please, I'd really like to know a car that's as fun to drive, is as nice on the inside, and gets significantly better mileage.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:44:36 PM | | Votes: 2

If you think the S4 is slow then I'd hate to think what you think of an IS250.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 11:06:25 PM | | Votes: 4

when a 340hp V8 is no faster than a 335i please tell me which you would rather have. oh yah, the 335i drives better, gets better mileage, and is cheaper. S4, try to think outside the Audi box sometimes. i know you have an S4 and maybe i hurt your pride. just be happy you drive a car no one else does.

i did not mention the IS250.
— gsh23 (View Profile)

Posted on 5/15/2007 2:51:32 PM | | Votes: -1

Heheheh. Yes, that's exactly what you did- you took a look at the spec sheets.

Okay, big guy. #1: no matter if it's "only" as quick as the 335i. The S4 FEELS faster. The 335i is an amazing car and I would love to own one, but the thrust of the V8 in my car is irresistable. And don't talk to me about not thinking "outside the Audi box." For months, I have been thinking of various Jaguars, Mercedes-Benzes, BMWs, Porsches, and yes, Audis, to replace my S4. Nice try.

And who cares if it's cheaper? The S4 is in a different class entirely, and I'm not looking for value. I don't think you're old enough to drive.
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 4:51:52 PM | | Votes: 0

And the new S5 is quicker by 0.5 seconds.
— Rupert (View Profile)

Posted on 5/15/2007 6:33:08 PM | | Votes: 3

stop acting like im attacking you S4, you need to put your emotions off to the side for a sec. yes, the sound of the V8 is nice indeed. however, it doesnt justify the price, or the weight, or the mileage compared to a 335i (or any other 300+hp 6 cylinder in this class). i agree, its in a class of its own, a class that no one else cares to compete in.

i would buy an S car for the sake of being different. but it makes poor performance or financial sense. i look forward to audi making their V6 better in the next generation.
— gsh23 (View Profile)

Posted on 5/15/2007 7:38:32 PM | | Votes: 0

Alright. Be that as it may, I am very happy with my S4, for what it is. Don't look at it from the perspective of other cars- appreciate the car, as it is. Were the RS4 available when I bought my S4, of course, I would've bought the RS4 instead, but I have by no means regretted my purchase.
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 10:59:22 PM | | Votes: 2

I'm sorry but I don't understand the comparison between the S4 and 335i. First of all, the S4 was out way before the 335i. The S4 didn't exactly compete with the E46 M3 either, it was an in between car.

Now the RS4 is much more expensive, but with the S4, you really are paying for the V8. That is a very advanced, efficient, and complex engine, I'm sorry but the 335i V6 just cannot compare.

It's more than just sheer speed. The two really are in different classes.

— AUDIMAN4 (View Profile)

Posted on 5/16/2007 2:36:14 AM | | Votes: 3

i wasnt going to respond to your post audiman, but im curious what metric youre using when looking at engines that are "efficient", "advanced", and "complex".

yes, the S4 is an in-between car (330i and M3, e46). no one disagrees. so im not sure what your point is (if any).

— gsh23 (View Profile)

Posted on 5/16/2007 8:27:32 PM | | Votes: 1

First of all they should get rid of that big gaping mouth grill which is there in every Audi,Ruining almost whole front fascia.

Then offer RWD as an option in their Coupes Atleast.

Good luck

JUGNU
— JUGNU (View Profile)

Posted on 5/14/2007 3:49:48 PM | reply to this comment | Votes: -3

Also not going to happen.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 4:33:07 PM | | Votes: 3

that's a big problem. the other 2 german makes offer awd, but only audi insists you must have awd for any of their decent models.

if theyre so far removed from vw platforms as suggested, it shouldn't be that hard.
— 1995e34 (View Profile)

Posted on 5/14/2007 5:11:14 PM | | Votes: 2

Again, I spoke with Audi and they aren't interested in doing this. They are very headstrong about this, and this may be reason why they'll never conquer America.

Lexus started out doing everything right by listening to what the consumer wanted, and tailoring their cars to suit America. Yeah, it failed everywhere else, but look how it worked.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 11:10:07 PM | | Votes: 2

AUDIMAN4
Then forget about Conquering the US

JUGNU
— JUGNU (View Profile)

Posted on 5/14/2007 5:18:44 PM | reply to this comment | Votes: 0

Conquering the US = the greatest number of cupholders
— no1listensanyway (View Profile)

Posted on 5/14/2007 7:17:17 PM | reply to this comment | Votes: 1

And getting in with the former trophy wife/Botox crowd.
— Occarnut (View Profile)

Posted on 5/14/2007 7:54:10 PM | | Votes: 1

Advertise to the masses -- primetime shows, big sporting and entertainment events, etc. I see Lexus advertising this way. Lexus and even MB advertises their flagships, somerthing I don't see from BMW or Audi. The US is all about image, thanks to hip-hop and Hollywood. You're going to have your haters, but put it out their and let the consumer decide.
— JMd71 (View Profile)

Posted on 5/14/2007 9:24:27 PM | reply to this comment | Votes: 2

I have noticed a lot of S-Class and LS ads lately. Audi should pounce on the chance to advertise the next-gen A8, heavily.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:45:43 PM | | Votes: 1

I love the new ads. My only concern is the TT ad. I think it's an awesome ad but what if you don't have DVR? Like I don't...but the use of sounds to draw your attention to the ad is great.

All in all, their new marketing company is great.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 11:12:45 PM | | Votes: 3

It really is all about marketing. The A8 is easily the best looking car in it's class..and the interior is just amazing. You don't have to know anything about cars, but sit in an A8 and you are sold.

Audi has never marketed the A8, it's no wonder it sells less than 400 units a month.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 11:14:18 PM | | Votes: 3

easily best looking in class???

i like it, but i think it's got some competition from munchen and stuttgart.
— 1995e34 (View Profile)

Posted on 5/14/2007 11:31:59 PM | | Votes: 1

Although the A8 is beautiful, and my wife probably wants one, I have to go with 1995e34 on this one. The S-Class, 7 Series and even LS are pretty hot, too.
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 4:54:06 PM | | Votes: 2

Audi - conservative understated luxury
BMW - sport oriented luxury
Lexus - understated luxury that also wants to have the flash of a Mercedes.
Mercedes - marque name when one thinks of class & luxury

All 4 of these brands have great offerings. I'm sure everyone knows these brands as luxury brands but choose their cars because of pricing. Sometimes it depends what kind of deal you get from the salesman that pushes you towards one car. Lexus for one is more affordable than a Mercedes so for bang for buck value the Lexus may seem more convincing. While Mercedes has optimum luxury and class the price you pay you do get what you expect. Same goes for all the other brands like BMW and Audi.

Like I said above, it all boils down to marketing. There is no right or wrong answer to justify which brand you should choose. In simple terms you get what you pay for.
— Agent63 (View Profile)

Posted on 5/14/2007 9:30:57 PM | reply to this comment | Votes: 2

"Lexus for one is more affordable than a Mercedes so for bang for buck value the Lexus may seem more convincing"

Not true. It's easier to get into a Mercedes than a Lexus.
— david999 (View Profile)

Posted on 5/15/2007 7:58:40 AM | | Votes: 0

david, how so? It was pretty easy to get into our RX330. Now, they have a huge lot devoted to RXs and ESs at our Lexus dealership.
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 5:00:30 PM | | Votes: 0

It's even easier to get into a B-class, c-class, R-class than the Lexus models.
— david999 (View Profile)

Posted on 5/15/2007 7:45:33 PM | | Votes: 0

AUDIMAND4, I just don't think Audi needs to "conquer" the US in order to be the strongest brand. China is fast approaching Audi's US volume- I'm pretty sure they're going to pass the 80,000 car mark there, this year. Sure, they can improve in the US, but I don't think it would ever be necessary to sell over 200,000 cars here. And in addition to this volume that they have in Europe and Asia, it's more about profit than anything. In that respect, Audi is ahead of Mercedes and Lexus, and is within shouting distance of BMW. I have a feeling their profits will escalate in the next few years.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:48:22 PM | reply to this comment | Votes: 1

You can never say never but it will be a long while before Audi reaches the volume of BMW, MB, Lexus. Especially since those brands are growing.

But that's ok, all Audi wants is recognition. If they get that, sales will inevitably increase.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 11:17:59 PM | | Votes: 3

Oh, BTW, sweet A4/S4. I can't really tell which one it is- AUDIMAN, did you just tack on the silver mirrors, or is that a de-badged S4? Because it has an awesome bodykit.

Audi is trying to lure me away from Porsche for my next ride... I really, really, really want an R8 convertible, if that's under $130K. I'm willing to digest the price for a car that amazing- and willing to forget that it doesn't have four seats.
— S4cabriofoxone (View Profile)

Posted on 5/14/2007 9:50:13 PM | reply to this comment | Votes: 1

Wow you must be a high roller if you can afford an R8.

And that's not my S4, I found it online. I drive a B6 1.8t just like your son...and I am 21.

I also used to live in Wilmette.
— AUDIMAN4 (View Profile)

Posted on 5/14/2007 11:16:54 PM | | Votes: 2

2JZSoarer - Wrong, wrong, and Wrong. Mercedes products don't have a DaimlerChrysler sticker in the window, the sticker says "A Daimler Product".
— Mercedes (View Profile)

Posted on 5/15/2007 2:04:20 AM | reply to this comment | Votes: 2

most americans want to look tough and powerful i think if audi produced more cars with flared wheel arches, fatter body kits and such they would all go for it but for me i think they shoudl jst keep up what there doing they are amazing!
— motoring127professor (View Profile)

Posted on 5/15/2007 5:04:41 AM | reply to this comment | Votes: 2

Currency Exposure..
You've all said a lot on this topic but one thing...

To dominate in the US, Audi needs to manufacture here. BMW/MB et all (even Lexus) have North American plants and that insulates them from the nasty exchange rate exposure difference between the US dollar and Euro currency.

I'm sure the reason that Audi doesn't advertise the A8 or give out cheap leases on a car such as the A8 is because the don't make any money selling them here because of the currency exposure. They are at a huge disadvantage by not having a US/NA plant.

— nybimmer (View Profile)

Posted on 5/15/2007 10:38:54 AM | reply to this comment | Votes: 2

True. I agree 100%.
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 4:59:02 PM | | Votes: 0

That is obviously true. The thought of Audi putting a plant on US soil can not even be considered unless the German plants are beyond capacity and can no longer keep up. Besides, there are even better places in the world to put one, such as China. They would be better off expanding capacity over there than building one in the US.
— Neverfollow (View Profile)

Posted on 5/15/2007 9:51:18 PM | | Votes: 3

I think AUDI needs to offer some styling variety. I'm not saying they're not attractive, but they just look like different sizes of the same car.... Each model should have some sort of exclusivity. When you're driving on the highway, it's not until you're close to the car that you can start to see which model it is. If you don't like the styling of one car then you probably won't like the whole line!!! Style Variety!!!
— mmeecc (View Profile)

Posted on 5/15/2007 2:27:53 PM | reply to this comment | Votes: 1

......and like BMW and Mercedes are any different?
— Neverfollow (View Profile)

Posted on 5/15/2007 9:53:13 PM | | Votes: 3

AUDMIAN4, the reply button isn't working.

My son actually doesn't have his A4 any more, and it was a B5 (1998). The car got too old to run easily, mostly due to the horrific exhaust he ruined it with, so he now uses our '03 Civic coupe that I originally bought for my daughter... which he also tuned. Ugly wheels, ugly grille, the works. Maybe someday he'll figure out how to tune a car in a way that benefits it.

And, about the R8. You know, I won't have kids in money-hogging college/law school any more, and I feel like... I just deserve it. I deserve an amazing car. So it's probably either the 911 or the R8. I never dreamt I'd be looking at such beautiful, fast, exclusive, EXPENSIVE cars... I need an Aspirin...
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 4:57:35 PM | reply to this comment | Votes: 0

get the R8, the 911 is a dime a dozen.
— gsh23 (View Profile)

Posted on 5/15/2007 8:51:52 PM | | Votes: 2

Well, the only problem is the price, and whether it's even available. I can't say with confidence that I'd be able to get a coupe for my next car- the S4 has me hooked on convertibles. I was very angry when my S4 was in the shop one day (I got rear-ended and the bumper needed to be replaced, no cost to me), and it was about 80º, and I was stuck with the A3. I'd just miss having an open-air car.

Which brings me to the R8- will it even be available as a convertible by 2009? And if it is, there's no doubt in my mind that it would be sold out... so I'm thinking I'd get on the list next year, or something like that, if I end up committing. And there's another dilemma in committing to this car- it's massively more money than the 911. My $130K estimate is probably low... I wouldn't really need any options, but even so, $130,000 is easily the most I've ever had to swallow for a car. It would be my first six-figure car. I just can't be sure.

But then, I remind myself how amazing the car is, and any uncertainty vanishes from my mind.
— S4cabriofoxone (View Profile)

Posted on 5/15/2007 11:02:53 PM | | Votes: 2

I think Audi is making a mistake importing such few numbers of R8's. It's going to be a hot car, and you want limited supply but they need to atleast import 2,000 units.
— AUDIMAN4 (View Profile)

Posted on 5/16/2007 2:39:15 AM | reply to this comment | Votes: 2

As usual, the reply button isn't working.

david999 said:

"It's even easier to get into a B-class, c-class, R-class than the Lexus models."

Wow, great job. You just named the two cheapest Mercedes models, which don't compete with any Lexus cars and aren't sold in the US, and the worst-selling Mercedes model, where they're shaving $10K off the stickers, which doesn't compete with any Lexus, either. Try comparing apples to apples. It's easier to get a GS350 than an E350... because the GS is cheaper. It's easier to get to an LS over an S for the same reason. And the RX vs. ML, and the GX vs. GL... and of course, the SC and SL.
— S4cabriofoxone (View Profile)

Posted on 5/16/2007 2:58:30 PM | reply to this comment | Votes: 1

Case in point- my friend really wanted an S550, and was looking closely at a four-seat model at the Autohaus. It was about $95K, and Mercedes wouldn't extend the warranty (the car already had 8,000mi on it). He really wanted it, but because of the convenience of the Lexus dealer, he had to compromise and settled with an LS460 SWB instead, no questions asked. Not a bad choice, but it just shows how relatively easy it is to get a Lexus.
— S4cabriofoxone (View Profile)

Posted on 5/16/2007 3:01:51 PM | | Votes: 0

Neverfollow. Yes, they are different!!
— mmeecc (View Profile)

Posted on 5/16/2007 3:47:36 PM | reply to this comment | Votes: 0

Tell that to the people who got stranded in their ES350's with transmission problems.

— AUDIMAN4 (View Profile)

Posted on 5/16/2007 10:34:00 PM | reply to this comment | Votes: 1

Anyone who has ever owned an Audi knows that their reliability is very spotty. One earlier comment stated "I still don't get this talk of "sub par" reliability. No car today is "sub par" in reliability--it's not going to break down while you're driving it or have any major problems.
Well, Duh? That statement entirely misses the point. Of course most new cars won't leave you stranded on the side of the road. However, when you drop $50k on a luxury car, who the hell wants to go to the dealer all the time because of annoying electrical bugs and warning lights popping up all the time. I prefer to spend my time driving the car instead of making repeated unscheduled trips to the dealer for service issues.
And that is Audi's problem. If you want luxury brand that is a true drivers car and are willing to take a chance on a German car and their spotty reliabilty then most will opt for BMW.
If you want a luxury brand with a somewhat sporty personality which is extremly reliable then you will opt for Lexus.
If you are are vain and want a presigious name then you will opt for MB.
Where does that leave Audi? It's a luxury brand that makes nice looking cars that don't drive as well as BMW's, aren't nearly as reliable as Lexus and don't have the cache of MB. Where does that leave them? Exactly where thay are. The odd man out in the luxury segment.
— goojman (View Profile)

Posted on 5/16/2007 6:59:12 PM | reply to this comment | Votes: 1

It appears that Audi is more focused on Europe and Asia than America. It makes sense because China will eventually pass the U.S. as the biggest luxury market. If you read their press release from their general meeting you will see that they explicitly said they are focusing on profitable growth in the U.S. They don't want to rapidly expand in the U.S. mainly because of what was stated by someone in this post about the currency situation. You will also read that they are the leader in Russia and in China. The question remains unanswered I think. Of the biggest luxury markets - Audi is the leader in China and does very well in the UK and Germany - so do they really need to win in the U.S.?
— truecarlover (View Profile)

Posted on 5/16/2007 8:15:18 PM | reply to this comment | Votes: 1

If they want to be a true world player they do.

But what they realized is that they can't just use the same formula they use in Europe and Asia. They need to tailor the cars, dealerships, experience, marketing to US buyers wants and needs.

America is an important market for every manufacturer.
— AUDIMAN4 (View Profile)

Posted on 5/16/2007 10:32:45 PM | | Votes: 1

i think Audi NEEDS is more marketing and reliability, its a simple formula that takes time n growth and they will be sucessful with it
there image dosent need to change, it got them too far,

im not sure where yall live but in NY Audi does pretty good, over here Audi is a flashy car, i just saw an silver 2000 A8 slam to the floor with some pretty expensive shoes, looking like a sexy bullet, a very attractive car btw, another thing too, most people my age, either older or younger "25-45" can care less what cars are prestigious or ever mixed up VW/Toyota to Audi/Lexus and so on, longs as it FIT THERE TASTE & NEEDS, nothing else matters
— Denali (View Profile)

Posted on 5/18/2007 6:38:19 PM | reply to this comment | Votes: 1

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What does Audi need to conquer the US?

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